Is white wrapping paper profitable to sell on Amazon United Kingdom?

The niche generates £39K/yr across 21 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -5.3%. Flapen's verdict: Skip it (44/100).

How competitive is the white wrapping paper niche?

17 brands and 19 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 71% of demand.

What do buyers complain about in white wrapping paper?

Top complaints mined from reviews: Adhesion/Stickiness, Color, Thickness. The return rate is 1.6%.

When does demand for white wrapping paper peak?

Demand peaks in Nov–Dec; the busiest month runs 7.5× the quietest.

What does it cost to enter the white wrapping paper niche?

Listings span £4.90–£11.66; the average listing price is £7.63 (sweet spot $15–$100). The average incumbent carries 338 reviews — the moat a new listing must climb.

white wrapping paper

Skip it

Prices mostly outside the sweet spot ($4.90–$11.66) — this niche doesn't clear our bar today.

Returns

Great1.6%

return rate — above 5% kills the launch gate

Review moat

Great337.67

avg incumbent reviews — the moat a new listing must climb

Conversion

Great7.7%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Brand share

Good71%

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

Competition

Okay63%

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

Growth

Bad-5.3%

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

Avg price

Bad£7.63

avg listing price — sweet spot $15–$100

Market size

Bad£39K

£39K/yr · 66K searches

Price range

Bad£4.90–£11.66

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

Signals No Dominant Brand Low Review Barrier

According to Flapen's Amazon United Kingdom niche tracking, white wrapping paper is a £39K/yr Amazon United Kingdom market (66K searches/yr). The top 5 brands hold 71% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 44/100.

Data updated Jul 29, 2026 · scored weekly · How we score niches

white wrapping paper market data

Units sold / yr: 5K–6K; avg 100–250/product
Revenue / yr: £38K–£46K; units × avg price
Conversion rate: 7.7%
Avg BSR: #367
Page quality: 0%
Prime: 100%
Sponsored: 90%
Out of stock: 14.8%
Avg brand age: 23 months
Avg seller age: 241 days

Competition & brand share

The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.

Brands

17 falling

Sellers

Top-5 brand share

71%

Top 20: 100%

Top-5 click share

63%

Top 20: 99%

Open market

24%

HBell20%
Kyralyn16%
RUSPEPA15%
HJYODY14%
ZHNERY5%
GALAMAX5%

Demand & seasonality

Weekly Amazon search volume, last 86 weeks — -5.3% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 7.5×

Open Trend

Top white wrapping paper search terms

white wrapping paper50K/yr -4.3%7.1% conv.
white wrapping paper roll12K/yr -13.6%7.4% conv.
wrapping paper white4K/yr +9.1%3.3% conv.

All search terms

Top white 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.

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

All 21 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

HBell White Wrapping Paper Roll 43cm*10m White Matte Wrapping Paper Solid Color Gift Wrap Paper for Birthday Easter Wedding Baby Shower Valentines Christmas

HBell£7.194.6★307 rev

White Wedding Wrapping Paper Roll Cream Gifts Wrap for Anniversary 43cm*10m Luxury Beige Present Paper for Christmas Engagement Baby Shower Valentines Mothers Day Fathers Day Retirement Graduation

Kyralyn£6.554.8★26 rev

White Matte Gift Wrapping Paper Roll 43cm X 12m Solid Color Pearly - lustre Paper for Wedding Birthday Baby Shower Party Festival Gift Decorations

HJYODY£7.804.6★383 rev

RUSPEPA Off White Matte Wrapping Paper - 43.2 cm X 10 m - Solid Color Pearly - lustre Paper Perfect for Wedding Birthday Christmas Baby Shower

RUSPEPA£8.094.5★1,030 rev

9M White Matte Wrapping Paper Roll 43cm Solid Color Pearly lustre Paper for Birthday Christmas Baby Shower Festival Gift Decoration

ZHNERY£7.084.5★157 rev

Newest

by launch date

White Wrapping Paper Roll 43cm*10m Cream Wedding Wrapping Paper Luxury Champagne Pearl Gift Wrap for Anniversary Birthday Baby Shower Party Christmas Retirement Engagement Valentines

benpen£7.0434 rev

6mo ago

White Wrapping Paper Roll 43cm x 10m Birthday Wrapping Paper Metallic Gift Wrap paper for Birthday Baby Shower Party Christmas (White)

Generic£5.665 rev

6mo ago

White Wedding Wrapping Paper Roll Cream Gifts Wrap for Anniversary 43cm*10m Luxury Beige Present Paper for Christmas Engagement Baby Shower Valentines Mothers Day Fathers Day Retirement Graduation

Kyralyn£6.5526 rev

8mo ago

Plain White Wrapping Paper 50cm x 10m Roll (Matt) - Birthday Gift Wrap (Christmas)

Generic£11.666 rev

9mo ago

White Wrapping Paper Roll 43cm X 10m with 2m Packaging Ribbons Solid Color Pearly-Lustre Gift Matte Wrap Paper Perfect for Wedding Valentines Day Christmas Birthday Baby Shower

GALAMAX£9.129 rev

1y ago

What buyers say about white wrapping paper

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

What buyers love

Color20%

“The colour is really nice”

Quality-Overall19%

“Good quality and easy to wrap with”

Size-Overall11%

“Great size”

Value For Money9%

“Good value for money”

Portability7%

“due to the length of the roll very easy to travel with which is what I was doing”

Thickness5%

“The paper is nice and thick”

Gifting Purpose3%

“Overall, it is a lovely colour and elevates gifts”

Design-Overall3%

“The design is simple and versatile – works well for birthdays, baby showers and even Christmas, so its useful to have on hand rather than needing different rolls for everything”

Strength3%

“Really strong and colour is great”

Drawing Experience3%

“However as a drawing roll for kids it's probably fine”

What buyers complain about

Adhesion/Stickiness21%

“Tape comes off it easily though”

Color17%

“However, this item has lost a star as I ordered ivory, hoping to receive a colour shown in the picture but, it is actually light, baby pink”

Thickness17%

“A bit thin”

Quality-Overall8%

“Not thick or quality at all”

Wrinkles4%

“However, this wrapping paper creases really easily and so you need to be exact with making corners etc as itll show any previous lines”

Size-Overall4%

“Roll is quite short”

Top return reasons

Size-Overall47%

Color24%

Quality-Overall7%

Thin7%

Functionality-Overall3%

Value For Money3%

Product Condition2%

Durability2%

Advertised Vs Actual Product2%

Ease Of Use2%

Common questions

Is white wrapping paper profitable to sell on Amazon United Kingdom?: The niche generates £39K/yr across 21 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -5.3%. Flapen's verdict: Skip it (44/100).
How competitive is the white wrapping paper niche?: 17 brands and 19 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 71% of demand.
What do buyers complain about in white wrapping paper?: Top complaints mined from reviews: Adhesion/Stickiness, Color, Thickness. The return rate is 1.6%.
When does demand for white wrapping paper peak?: Demand peaks in Nov–Dec; the busiest month runs 7.5× the quietest.
What does it cost to enter the white wrapping paper niche?: Listings span £4.90–£11.66; the average listing price is £7.63 (sweet spot $15–$100). The average incumbent carries 338 reviews — the moat a new listing must climb.