wall paint
Worth a lookShows low returns (0.5%), but soft demand (-9.4% this quarter) keeps it on the watch list.
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Market size
Great£1.1M£1.1M/yr · 2.4M searches
Competition
Good52%top-5 click share — leaders hold, buyers still browse
Conversion
Good4.5%search→purchase rate — share of searches ending in a sale
Brand share
Okay75%top-5 brand share — brands hold most of the demand
Price range
Okay£3.31–£22.96cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£10.43avg listing price — sweet spot $15–$100
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad8,412.69avg incumbent reviews — the moat a new listing must climb
Growth
Bad-9.4%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, wall paint is a £1.1M/yr Amazon United Kingdom market (2.4M searches/yr). The top 5 brands hold 75% of demand. Verdict: Worth a look — 51/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
wall paint market data
- Units sold / yr
- 100K–125K
- avg 4,000–5,000/product
- Revenue / yr
- £1.0M–£1.3M
- units × avg price
- Conversion rate
- 4.5%
- Avg BSR
- #52
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 73%
- Out of stock
- 3.2%
- Avg brand age
- 47 months
- Avg seller age
- 174 days
Competition & brand share
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.Brands
15 flat
Sellers
56
Top-5 brand share
75%
Top 20: 100%
Top-5 click share
52%
Top 20: 90%
Open market
20%
- KOLOR KINGDOM31%
- Artecho22%
- KINSPORY10%
- Craft Mode7%
- INK LAB6%
- Crafts 4 ALL5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -9.4% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top wall paint search terms
- acrylic paint989K/yr
- paint700K/yr
- acrylic paints set149K/yr
- acrylic paint set114K/yr
- acrylic paints104K/yr
- paint set85K/yr
- paints76K/yr
- paint for garden ornaments10K/yr
- outdoor acrylic paint11K/yr
- clay paint22K/yr
Top wall paint 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
KOLOR KINGDOM Acrylic Paint Set 24 Colours Canvas Paints Kit with 3 Paint Brushes for Crafts Kids Paints Paper Rock Painting Wood Ceramic & Fabric Vibrant Colors (24 X 12ML)
KOLOR KINGDOM£5.844.7★9,499 rev
Artecho Acrylic Paints Set 18 Colors 2 Ounce/59ml with 10 Art Brushs Non Toxic Model Paint Waterproof Paint Acrylic Paint Kit for Canvas Crafts Glass Clay Wood Fabric Poster Leather&Rock
Artecho£11.844.7★1,706 rev
Craft Mode Acrylic Paint Set 8 120ml Vibrant Colours Multi-Surface Non-Toxic & Eco-Friendly Smooth Blending & High Pigment Artist-Grade for All Skill Levels Fast-Drying for Canvas Wood Fabric
Craft Mode£11.004.6★149 rev
Artecho Acrylic Paint 18 Colors 2 Ounce/59ml Acrylic Paints Set for Adults Non Toxic Waterproof Paint Kit for Canvas Crafts Glass Model Clay Wood Fabric Poster Leather&Rock
Artecho£10.874.6★10,202 rev
Artecho Acrylic Paints Set 48 Colors 2 Ounce/59ml with 10 Art Brushs Non Toxic Model Paint Waterproof Paint Acrylic Paint Kit for Canvas Crafts Glass Clay Wood Fabric Poster Leather&Rock
Artecho£18.624.7★67 rev
Newest
by launch date
KINSPORY Acrylic Paint Set 12 x 60 ml - Water-Resistant Assorted Colors for Beginners Artists Kids - Multi-Surface Art Supplies for Canvas Wood Rocks
KINSPORY£8.40507 rev
KINSPORY Acrylic Paint Set 24 x 60 ml with 12 Brushes and Palette - Water-Resistant Assorted Colors for Beginners Artists Kids - Multi-Surface Art Supplies for Canvas Wood Rocks
KINSPORY£13.88507 rev
KINSPORY Acrylic Paint Set 12 x 36 ml - Water-Resistant Assorted Colors for Beginners Artists Kids - Multi-Surface Art Supplies for Canvas Wood Rocks
KINSPORY£5.84694 rev
![fantastory Acrylic Paint Set 18 Classic Colors (60ml) with 12 Brushes Professional Craft Thick Paints Kits for Adults Canvas Wood Fabric Ceramic Rock Painting Supplies [Professional Series]](https://m.media-amazon.com/images/I/5135vltqrxL.jpg)
fantastory Acrylic Paint Set 18 Classic Colors (60ml) with 12 Brushes Professional Craft Thick Paints Kits for Adults Canvas Wood Fabric Ceramic Rock Painting Supplies [Professional Series]
fantastory£13.693,234 rev
WINSONS Acrylic Paints Set - 24 Colours Fabric Paint for Canvas Ceramic Crafts Fabric Wood Paper Rock Painting - Non Toxic Vibrant Pigments for Beginners Students - Art Supplies (12ml Each)
WINSONS£7.64193 rev
Trending
90-day click momentum
fantastory Acrylic Paint Set 18 Tubes × 36 ml; Excellent Coverage High Light Fastness Waterproof Acrylic Paint with Additional White & Gold for Canvas Wood Ceramics Models Artists
fantastory£10.734.6★
KINSPORY Acrylic Paint Set 24 x 60 ml with 12 Brushes and Palette - Water-Resistant Assorted Colors for Beginners Artists Kids - Multi-Surface Art Supplies for Canvas Wood Rocks
KINSPORY£13.884.5★
Artecho Acrylic Paints Set 48 Colors 2 Ounce/59ml with 10 Art Brushs Non Toxic Model Paint Waterproof Paint Acrylic Paint Kit for Canvas Crafts Glass Clay Wood Fabric Poster Leather&Rock
Artecho£18.624.7★
Artecho Acrylic Paint Set - 24 Colors 2 Oz/59ml Basic Acrylic Paint for Art Crafts Canvas Fabric Wood Leather & Stone
Artecho£14.634.6★
fantastory Acrylic Paint Set 18 Classic Colors (60ml) with 12 Brushes Professional Craft Thick Paints Kits for Adults Canvas Wood Fabric Ceramic Rock Painting Supplies [Professional Series]
fantastory£13.694.7★
What buyers say about wall paint
What buyers praise and complain about, mined from review topics.What buyers love
“Bright colours”
“Good Value”
“Great for garden items”
“Good paint”
“Great paint”
“Easy to use”
“Good coverage”
“Made a good present”
“Exactly as described”
“dried quickly”
What buyers complain about
“Problem paint”
“The colours chosen were poor”
“Poor quality”
“Small tubes”
“is very thin”
“Smells very peculiar”
“Not good coverage”
“Cleaning can be a tad messy”
“Dries shiny as if there is too much PVA in it”
“Not waterproof, as stated”
Top return reasons
Common questions
- Is wall paint profitable to sell on Amazon United Kingdom?
- The niche generates £1.1M/yr across 26 tracked products. 90-day search growth is -9.4%. Flapen's verdict: Worth a look (51/100).
- How competitive is the wall paint niche?
- 15 brands and 56 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 75% of demand.
- What do buyers complain about in wall paint?
- Top complaints mined from reviews: Paint Quality, Color, Quality-Overall. The return rate is 0.5%.
- When does demand for wall paint peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the wall paint niche?
- Listings span £3.31–£22.96; the average listing price is £10.43 (sweet spot $15–$100). The average incumbent carries 8,413 reviews — the moat a new listing must climb.