wrapping paper
Worth a lookShows low returns (0.2%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Market size
Incredible£3.2M£3.2M/yr · 6.8M searches
Brand share
Great45%top-5 brand share — no brand owns this niche
Competition
Great30%top-5 click share — an open shelf
Conversion
Great8.0%search→purchase rate — share of searches ending in a sale
Review moat
Good937.54avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-3.0%90-day search growth — must beat 0% to launch
Avg price
Bad£5.97avg listing price — sweet spot $15–$100
Price range
Bad£1.51–£11.16cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, wrapping paper is a £3.2M/yr Amazon United Kingdom market (6.8M searches/yr). The top 5 brands hold 45% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 64/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
wrapping paper market data
- Units sold / yr
- 400K–500K
- avg 2,500–3,000/product
- Revenue / yr
- £2.4M–£3.0M
- units × avg price
- Conversion rate
- 8.0%
- Avg BSR
- #109
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 94%
- Out of stock
- 10.7%
- Avg brand age
- 33 months
- Avg seller age
- 177 days
Competition & brand share
Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.Brands
35 falling
Sellers
42
Top-5 brand share
45%
Top 20: 88%
Top-5 click share
30%
Top 20: 66%
Open market
49%
- eco wrap11%
- LZRinue11%
- DOJoykey8%
- Cydaluya8%
- HJYODY7%
- woric6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -3.0% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 10.7×
Top wrapping paper search terms
- wrapping paper2.3M/yr
- birthday wrapping paper599K/yr
- wrapping paper roll380K/yr
- wrapping paper birthday roll290K/yr
- gift wrap208K/yr
- birthday wrapping paper roll161K/yr
- gift wrapping paper148K/yr
- wrapping paper sheets82K/yr
- christmas wrapping paper2.1M/yr
- birthday paper wrapping40K/yr
Top wrapping paper 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
6 Sheets Wrapping Paper Cydaluya 70x50cm Birthday Wrapping Paper Recyclable Gift Wrap Birthday Gift Wrapping Pape with Gradient Multi-color Perfect for Boy Men Girl Women
Cydaluya£3.404.7★675 rev
3 Rolls Birthday Gift Wrapping Paper 43cm*3m Recyclable Kraft paper Print with Dots Star Suitable for Birthday Party Wedding Festival Gift Decorations
HJYODY£7.664.6★172 rev
5 Roll Package Gift Wrapping Paper 43cm * 3m - Perfect for Birthday Wedding Party Valentines Day Gift Decorations
LZRinue£8.474.6★766 rev
WRAPT Eco Birthday Wrapping Paper Large Quality Thick 50x70cm Present Sheets - UK Made - Recyclable Bright Scandi Gift Wrap (Scandi Birthday 6 sheets)
Dear Henry£5.794.6★4,671 rev
43cm×20M Birthday Gift Wrapping Paper Roll Kraft Wrapping Paper Printed with Stars Recyclable Paper Roll for Christmas Birthday Baby Shower Wedding Gift Wrap
LZRinue£7.594.6★1,047 rev
Newest
by launch date
Birthday Wrapping Paper Happy Gifts Wrapping for Girls Men Boys Women Red Classic Recyclable Kraft Wrapping Paper for Birthday Party Baby Shower (50 * 70cm*8sheets) (Bright)
AeLion£4.67192 rev
43cm*15M Birthday Gift Wrapping Paper Roll Recyclable Pink Star Kraft Paper for Birthday Christmas Wedding Party Decoration
DOJoykey£7.14933 rev
Gift Wrapping Paper Roll for Birthday 43cm*15M Recyclable Blue Star Kraft Paper for Birthday Christmas Wedding Party Decoration
DOJoykey£6.97933 rev
3 Rolls Birthday Gift Wrapping Paper 43cm*3m Recyclable Kraft paper Print with Dots Star Suitable for Birthday Party Wedding Festival Gift Decorations
HJYODY£7.66172 rev
RUSPEPA Kraft Floral Wrapping Paper Roll - Mini Roll - 43.2cm x 3m - Spring Summer Garden Flower Design Perfect for Wedding Bridal Shower Birthday
RUSPEPA£6.00104 rev
Trending
90-day click momentumBirthday Wrapping Paper Happy Gifts Wrapping for Girls Men Boys Women Red Classic Recyclable Kraft Wrapping Paper for Birthday Party Baby Shower (50 * 70cm*8sheets) (Bright)
AeLion£4.674.6★
PerkHomy Brown Kraft Paper Roll (445mm x 30m) for Gift Wrapping Bulletin Board Craft Art Bouquet Flower Packing Moving Shipping Floor Covering Table 70GSM 50LB
PH PERKHOMY£5.944.7★
RUSPEPA Kraft Floral Wrapping Paper Roll - Mini Roll - 43.2cm x 3m - Spring Summer Garden Flower Design Perfect for Wedding Bridal Shower Birthday
RUSPEPA£6.004.4★
Gift Wrapping Paper Roll for Birthday 43cm*15M Recyclable Blue Star Kraft Paper for Birthday Christmas Wedding Party Decoration
DOJoykey£6.974.6★
3 Rolls Birthday Gift Wrapping Paper 43cm*3m Recyclable Kraft paper Print with Dots Star Suitable for Birthday Party Wedding Festival Gift Decorations
HJYODY£7.664.6★
What buyers say about wrapping paper
What buyers praise and complain about, mined from review topics.What buyers love
“Gives gifts a real feeling of quality”
“Excellent value for money”
“Beautiful colours”
“The design is beautiful”
“This wrapping is beautiful,it's thick and being double sided you have a choice,and the choices are amazing”
“Fit for purpose”
“Lovely for gift giving”
“As advertised”
“A sturdy quality paper”
“Strong sturdy sheets”
What buyers complain about
“Not fit for purpose”
“Bit expensive”
“Their wrapping paper is a bit thicker than other brands”
“not as good as others Ive used”
“Sellotape won't stick to it”
“Not the same colour as advertised”
“I didn't really look at the listing”
“therefore the paper was ruined throughout the whole roll”
“Tape provided is double sided so very difficult to use”
“Rubbish”
Top return reasons
Common questions
- Is wrapping paper profitable to sell on Amazon United Kingdom?
- The niche generates £3.2M/yr across 63 tracked products. 4 of 11 products launched in the last 360 days are still selling. 90-day search growth is -3.0%. Flapen's verdict: Worth a look (64/100).
- How competitive is the wrapping paper niche?
- 35 brands and 42 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 45% of demand.
- What do buyers complain about in wrapping paper?
- Top complaints mined from reviews: Size-Overall, Value For Money, Thickness. The return rate is 0.2%.
- When does demand for wrapping paper peak?
- Demand peaks in Nov–Dec; the busiest month runs 10.7× the quietest.
- What does it cost to enter the wrapping paper niche?
- Listings span £1.51–£11.16; the average listing price is £5.97 (sweet spot $15–$100). The average incumbent carries 938 reviews — the moat a new listing must climb.