Is towels profitable to sell on Amazon United Kingdom?

The niche generates £2.0M/yr across 48 tracked products. 0 of 5 products launched in the last 360 days are still selling. 90-day search growth is -10.2%. Flapen's verdict: Worth a look (60/100).

How competitive is the towels niche?

16 brands and 39 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 88% of demand.

What do buyers complain about in towels?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Thickness. The return rate is 0.3%.

When does demand for towels peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the towels niche?

Listings span £3.54–£25.97; the average listing price is £13.55 (sweet spot $15–$100). The average incumbent carries 6,843 reviews — the moat a new listing must climb.

towels

Worth a look

Shows low returns (0.3%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Market size

Great£2.0M

£2.0M/yr · 4.2M searches

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Competition

Good42%

top-5 click share — leaders hold, buyers still browse

Avg price

Good£13.55

avg listing price — sweet spot $15–$100

Price range

Okay£3.54–£25.97

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Okay3.5%

search→purchase rate — share of searches ending in a sale

Brand share

Okay88%

top-5 brand share — brands hold most of the demand

Review moat

Bad6,843.44

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-10.2%

90-day search growth — must beat 0% to launch

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.

Data updated Jul 27, 2026 · scored weekly · How we score niches

towels market data

Units sold / yr: 150K–200K; avg 2,000–2,500/product
Revenue / yr: £2.0M–£2.7M; units × avg price
Conversion rate: 3.5%
Avg BSR: #8
Page quality: 0%
Prime: 67%
Sponsored: 96%
Out of stock: 0.6%
Avg brand age: 47 months
Avg seller age: 174 days

Competition & brand share

The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.

Brands

16 falling

Sellers

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%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -10.2% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top towels search terms

towels937K/yr -7.5%2.0% conv.
bath towel459K/yr -7.0%2.0% conv.
hand towels431K/yr -16.5%3.9% conv.
towel332K/yr +1.7%1.8% conv.
bath towels311K/yr -11.8%2.4% conv.
hand towels for bathroom261K/yr -11.9%1.9% conv.
bath sheets247K/yr -15.6%1.7% conv.
towel set255K/yr -21.5%1.7% conv.
towels set136K/yr +6.6%2.4% conv.
bathroom towels133K/yr -12.0%1.0% conv.

All search terms

Top towels products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

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)

Utopia Towels£16.514.4★22,015 rev

Utopia Towels 8 Piece Towel Set - 2 Bath Towels 2 Hand Towels and 4 Washcloths Cotton Hotel Quality Super Soft and Highly Absorbent (Gray)

Utopia Towels£12.934.4★67,023 rev

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)

Utopia Towels£14.644.5★42,247 rev

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)

Utopia Towels£9.894.3★26,902 rev

GC GAVENO CAVAILIA New Hampton Pack of 4 Bath Towel Set 100% Ringspun Cotton Extra Absorbent 450 GSM Luxury Bath Sheets Aqua 4PK

GC GAVENO CAVAILIA£8.774.1★1,679 rev

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

Lumimi£16.23616 rev

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

Infinitee Xclusives£16.311,222 rev

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)

Utopia Towels£13.219,605 rev

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

GC GAVENO CAVAILIA£13.582,481 rev

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

GC GAVENO CAVAILIA£12.592,481 rev

4y ago

What buyers say about towels

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall27%

“Premium quality at affordable price”

Value For Money17%

“Good value for money”

Soft Feel15%

“Stays super soft”

Size-Overall9%

“good size too”

Washability5%

“Washed well so pretty happy with these towels”

Thickness4%

“these towels are lovely love the colour thickness size”

Color3%

“Lovely colour”

Advertised Vs Actual Product3%

“As advertised”

Absorbency2%

“It absorbs water”

Fluffiness1%

“Nice towels”

What buyers complain about

Size-Overall19%

“are very big”

Quality-Overall18%

“Not premium quality at all”

Thickness18%

“Not as thick as I would have expected”

Advertised Vs Actual Product5%

“Not as advertised”

Material Quality3%

“cheap material”

Value For Money3%

“In my opinion they are a little bit expensive”

Washability2%

“even after washing this still happens just poor quality”

Absorbency2%

“Not absorbent”

Thin2%

“Very thin”

Fluffiness2%

“Not fluffy”

Top return reasons

Size-Overall25%

Quality-Overall20%

Thin19%

Color13%

Advertised Vs Actual Product4%

Material Quality3%

Thickness3%

Soft Feel2%

Hard Feel1%

Washability1%

Common questions

Is towels profitable to sell on Amazon United Kingdom?: The niche generates £2.0M/yr across 48 tracked products. 0 of 5 products launched in the last 360 days are still selling. 90-day search growth is -10.2%. Flapen's verdict: Worth a look (60/100).
How competitive is the towels niche?: 16 brands and 39 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 88% of demand.
What do buyers complain about in towels?: Top complaints mined from reviews: Size-Overall, Quality-Overall, Thickness. The return rate is 0.3%.
When does demand for towels peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the towels niche?: Listings span £3.54–£25.97; the average listing price is £13.55 (sweet spot $15–$100). The average incumbent carries 6,843 reviews — the moat a new listing must climb.