How competitive is the Citadel Paint niche on Amazon United Kingdom?

7 brands and 79 sellers compete in Citadel Paint on Amazon United Kingdom. The top 5 Citadel Paint products take 69% of clicks and its top 5 brands hold 93% of demand.

What do buyers complain about in Citadel Paint?

Citadel Paint buyers on Amazon United Kingdom complain most about Durability, Color, Flatness, the themes mined from the niche's reviews. Its return rate is 0.4%.

What does it cost to enter the Citadel Paint niche?

Citadel Paint sells for £29.61 on average on Amazon United Kingdom, inside our $15–$100 sweet spot. Listings span £6.39–£84.65. The average incumbent carries 947 reviews — the moat a new listing must climb.

Citadel Paint

soft demand (-20.7% this quarter) — Citadel Paint doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Citadel Paint profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Citadel Paint is a £139K/yr Amazon United Kingdom market (215K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Jan–Oct–Nov–Dec. Verdict: Skip it — 40/100.

Citadel Paint: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -20.7% over the last 90 days and 2.2% of searches end in a purchase.

£139K

revenue / yr

Units sold / yr5K

Search volume / yr-20.7%215K

Conversion rate2.2%

Avg price£29.61

Who owns the niche?

The top 5 brands hold 93% of demand, so 7% of the market is open.

open market share

Brands · sellers7 · 79

Top-5 product click share69%

Open market7%

Avg brand age35 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 15 products

Top Citadel Paint 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

Games Workshop - Warhammer 40 000: Paints + Tools Set

Price: £24.75
Rating: 4.7/5
Reviews: 1,193
Age: 3y ago

Games Workshop - Warhammer - Age of Sigmar Paints + Tools (2024 3rd Edition)

Price: £25.53
Rating: 4.7/5
Reviews: 241
Age: 2y ago

Games Workshop - Warhammer 40 000 - Space Marines: Infernus Marines + Paints Set

Price: £21.00
Rating: 4.7/5
Reviews: 909
Age: 3y ago

BASE SET OF CITADEL PAINTS

Price: £39.68
Rating: 4.0/5
Reviews: 2
Age: 6mo ago

Vallejo Game Color Acrylic Paint Set 16 Matte and Metallic Colors 18 ml Dropper Bottles Starter Kit for Fantasy and Wargaming Miniatures

Price: £28.08
Rating: 4.8/5
Reviews: 2,059
Age: 13y ago

Newest

by launch date

BASE SET OF CITADEL PAINTS

Price: £39.68
Rating: 4.0/5
Reviews: 2
Age: 6mo ago

LAYER SET OF CITADEL PAINTS

Price: £38.83
Rating: 0.0/5
Reviews: 0
Age: 6mo ago

BATTLE READY SET OF CITADEL PAINTS

Price: £84.65
Rating: 0.0/5
Reviews: 0
Age: 6mo ago

Nicpro 18 Colors Model Paint Set 20ml Ready to Use Modeling Acrylic Paints Brush & Airbrush Compatible Miniature Paint Set for Beginners & Artists on Models Figures Crafts Canvas with 1 Thinner

Price: £21.15
Rating: 4.6/5
Reviews: 332
Age: 8mo ago

X ARTY HUB Model Paint Set 20-Color Miniature Painting Kit with 3 Brushes

Price: £23.67
Rating: 4.4/5
Reviews: 123
Age: 8mo ago

Competition: brands, sellers & click share

The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted

Brands

7 flat

Sellers

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

Games Workshop64%
Generic11%
The Army Painter7%
Nicpro5%
Vallejo5%
Citadel5%
Open — no brand owns it (1 brand, 3%)

Citadel Paint demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume215KCVR2.2%Products15Brands7Top 5 Brands93%OOS Rate25.0%Rating4.6★Reviews947Avg BSR#285

Peak months: Jan, Oct, Nov, Dec · busiest ÷ quietest = 2.9×

Top Citadel Paint search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

citadel paint65K/yr -28.5%0.8% conv.
warhammer paint set51K/yr -21.5%1.9% conv.
warhammer paint31K/yr -1.1%1.1% conv.
citadel paint set27K/yr -29.8%1.1% conv.
warhammer paints15K/yr -11.5%1.3% conv.
citadel paints12K/yr -29.1%0.9% conv.
warhammer 40k paint5K/yr +13.9%1.2% conv.
warhammer 40k paint sets6K/yr -40.4%1.8% conv.
games workshop paint3K/yr +51.3%0.4% conv.

What reviews say buyers love and hate about Citadel Paint

What buyers mention most, as a share of all reviews.

What buyers love

86% of reviews

Color21%

“provided nice colour”

Quality-Overall17%

“The cutter tool is excellent quality”

Value For Money14%

“The cheaper cost is perfect for beginners”

Paint Quality13%

“Great quality for painting dungeon & dragons figures”

Engraving/Paint/Sublimation6%

“Great paints, coat nice, thin down good and easy to work with”

What buyers complain about

74% of reviews

Durability17%

“rest broke :/”

Color16%

“All good except for having an extra Abbadon Black instead of a Angrax Earthshade”

Flatness13%

Paint Quality13%

“Paintbrush was missing”

Value For Money10%

“Too expensive”

Citadel Paint return rate & reasons

Why buyers send it back, as a share of all return requests.

0.4%

Return rate

25%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Paint Quality

25%

2Defective Material/Parts

15%

3Advertised Vs Actual Product

15%

4Size-Overall

10%

5Quality-Overall

10%

Common Citadel Paint questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Citadel Paint 40/100 on Amazon United Kingdom — Skip it. The niche generates £139K/yr across 15 tracked products. 2 of 5 products launched in the last 360 days are still selling. Search demand moved -20.7% over the last 90 days.