Towels
Towels shows low returns (0.3%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Flapen Score
Is Towels profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Towels is a £2.0M/yr Amazon United Kingdom market (4.2M searches/yr). The top 5 brands hold 88% of demand. Verdict: Worth a look — 60/100.
Towels: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -10.2% over the last 90 days and 3.5% of searches end in a purchase.
£2.0M
revenue / yr
Who owns the niche?
The top 5 brands hold 88% of demand, so 12% of the market is open.
12%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.2★ — the gap to enter on.
0/100
page quality · 48 products
Top Towels products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
Utopia Towels - 4 Piece Bath Towels Set (69 x 137 CM) - Premium 100% Ring Spun Cotton - Quick Dry Highly Absorbent Soft Feel Towels Perfect for Daily Use (Grey)
- Price
- £16.51
- Rating
- 4.4/5
- Reviews
- 22,015
- Age
- 9y ago
Utopia Towels 8 Piece Towel Set - 2 Bath Towels 2 Hand Towels and 4 Washcloths Cotton Hotel Quality Super Soft and Highly Absorbent (Gray)
- Price
- £12.93
- Rating
- 4.4/5
- Reviews
- 67,023
- Age
- 12y ago
Utopia Towels - Premium Jumbo Bath Sheet (90 x 180 cm 2 Pack) - 100% Ring Spun Cotton Highly Absorbent and Quick Dry Extra Large Bath Sheet - Super Soft Hotel Quality Towel (Grey)
- Price
- £14.64
- Rating
- 4.5/5
- Reviews
- 42,247
- Age
- 7y ago
Utopia Towels - Premium Hand Towels - 100% Combed Ring Spun Cotton Ultra Soft and Highly Absorbent Extra Large Thick Hand towels 41 x 71 cm Hotel & Spa Quality Hand Towels (6-Pack) (Grey)
- Price
- £9.89
- Rating
- 4.3/5
- Reviews
- 26,902
- Age
- 6y ago
GC GAVENO CAVAILIA New Hampton Pack of 4 Bath Towel Set 100% Ringspun Cotton Extra Absorbent 450 GSM Luxury Bath Sheets Aqua 4PK
- Price
- £8.77
- Rating
- 4.1/5
- Reviews
- 1,679
- Age
- 5y ago
Trending
90-day click momentumGC GAVENO CAVAILIA New Hampton Pack of 4 Bath Towel Set 100% Ringspun Cotton Extra Absorbent 450 GSM Luxury Bath Sheets Aqua 4PK
- Price
- £8.77
- Rating
- 4.1/5
- Reviews
- 1,679
- Age
- 5y ago
GC GAVENO CAVAILIA New Hampton Pack of 4 Bath Towel Set 100% Ringspun Cotton Extra Absorbent 450 GSM Luxury Bath Sheets Cream 4PK
- Price
- £8.71
- Rating
- 4.1/5
- Reviews
- 1,679
- Age
- 5y ago
Infinitee Xclusives Premium Hand Towels 6-Pack (40 x 72 cm) 100% Cotton Super Absorbent Quick-Dry Towels for Bathroom Hotel Salon & Gym Use |Shadow Grey|
- Price
- £15.78
- Rating
- 4.5/5
- Reviews
- 2,127
- Age
- 4y ago
GC GAVENO CAVAILIA Soft 100% Cotton 10 Piece Towel Bale Set Aqua
- Price
- £12.82
- Rating
- 4.0/5
- Reviews
- 4,178
- Age
- 5y ago
GC GAVENO CAVAILIA 8 Piece Towel Set Quick Dry Highly Absorbent Cotton Towel Sets Bathroom Dark Grey Towel Bale Set 450 GSM 4x Face Towel 2x Hand Towels 2x Bath Towels
- Price
- £11.81
- Rating
- 4.0/5
- Reviews
- 4,449
- Age
- 8y ago
Newest
by launch date
Lumimi Towels 4 Soft Bath Towel Set Super Soft Absorbent Light Weight Dry Well and Durable Gym Beach Travel 55 L x 27 W 4 Pack Blue
- Price
- £16.23
- Rating
- 3.6/5
- Reviews
- 616
- Age
- 2y ago
Infinitee Xclusives Bath Towels Set of 2 (70x140 cm) 100% Soft Ring-Spun Cotton Ultra Soft & Highly Absorbent Towels for Spa Gym Hotel & Everyday Bathroom Use | Brilliant White
- Price
- £16.31
- Rating
- 4.3/5
- Reviews
- 1,222
- Age
- 3y ago
Utopia Towels - Luxurious Jumbo Bath Sheet 2 Pack - 100% Cotton Highly Absorbent and Quick Dry Extra Large Bath Towel - Super Soft Hotel Quality Towel (90 x 180 cm Grey)
- Price
- £13.21
- Rating
- 4.5/5
- Reviews
- 9,605
- Age
- 3y ago
GC GAVENO CAVAILIA Large Towels Bath Sheet - Highly Absorbent Egyptian Cotton Towel Set - 4 Pack Extra Soft Large Bath Towel Charcoal-Quick Dry Bath Sheets - 450 GSM Washable Towels 75X135 Cm
- Price
- £13.58
- Rating
- 4.1/5
- Reviews
- 2,481
- Age
- 4y ago
GC GAVENO CAVAILIA Large Towels Bath Sheet - Highly Absorbent Egyptian Cotton Towel Set - 4 Pack Extra Soft Large Bath Towel Black - Quick Dry Bath Sheets - 450 GSM Washable Towels 75 X 135 Cm
- Price
- £12.59
- Rating
- 4.1/5
- Reviews
- 2,481
- Age
- 4y ago
Competition: brands, sellers & click share
The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.
Brands
16 falling
Sellers
39
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
42%
Top 20: 78%
Open market
10%
- Utopia Towels49%
- GC GAVENO CAVAILIA30%
- Infinitee Xclusives3%
- Catherine Lansfield3%
- Lumimi3%
- HomeBurg3%
- Open — no brand owns it (10 brands, 10%)
Towels demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.4×
Top Towels search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- towels937K/yr
- bath towel459K/yr
- hand towels431K/yr
- towel332K/yr
- bath towels311K/yr
- hand towels for bathroom261K/yr
- bath sheets247K/yr
- towel set255K/yr
- towels set136K/yr
- bathroom towels133K/yr
What reviews say buyers love and hate about Towels
What buyers mention most, as a share of all reviews.
What buyers love
86% of reviews“Premium quality at affordable price”
“Good value for money”
“Stays super soft”
“good size too”
“Washed well so pretty happy with these towels”
What buyers complain about
74% of reviews“are very big”
“Not premium quality at all”
“Not as thick as I would have expected”
“Not as advertised”
“cheap material”
Towels return rate & reasons
Why buyers send it back, as a share of all return requests.
0.3%
Return rate
47%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Towels questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
