citadel paint
Skip itSoft demand (-20.7% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Avg price
Incredible£29.61avg listing price — sweet spot $15–$100
Price range
Great£6.39–£84.65cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Good947.4avg incumbent reviews — the moat a new listing must climb
Market size
Okay£139K£139K/yr · 215K searches
Conversion
Okay2.2%search→purchase rate — share of searches ending in a sale
Competition
Okay69%top-5 click share — leaders hold, buyers still browse
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Brand share
Bad93%top-5 brand share — brand-locked demand
Growth
Bad-20.7%90-day search growth — must beat 0% to launch
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.
Data updated Jul 29, 2026 · scored weekly · How we score niches
citadel paint market data
- Units sold / yr
- 4K–5K
- avg 250–500/product
- Revenue / yr
- £118K–£148K
- units × avg price
- Conversion rate
- 2.2%
- Avg BSR
- #285
- Page quality
- 0%
- Prime
- 80%
- Sponsored
- 40%
- Out of stock
- 25.0%
- Avg brand age
- 35 months
- Avg seller age
- 184 days
Competition & brand share
The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.Brands
7 flat
Sellers
79
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
69%
Top 20: 100%
Open market
3%
- Games Workshop64%
- Generic11%
- The Army Painter7%
- Nicpro5%
- Vallejo5%
- Citadel5%
- Open — no brand owns it (1 brand, 3%)
Demand & seasonality
Weekly Amazon search volume, last 90 weeks — -20.7% search growth over the last 90 days.Peak months: Jan, Oct, Nov, Dec · busiest ÷ quietest = 2.9×
Top citadel paint search terms
- citadel paint65K/yr
- warhammer paint set51K/yr
- warhammer paint31K/yr
- citadel paint set27K/yr
- warhammer paints15K/yr
- citadel paints12K/yr
- warhammer 40k paint5K/yr
- warhammer 40k paint sets6K/yr
- games workshop paint3K/yr
Top citadel 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Games Workshop - Warhammer 40 000: Paints + Tools Set
Games Workshop£24.754.7★1,193 rev
Games Workshop - Warhammer - Age of Sigmar Paints + Tools (2024 3rd Edition)
Games Workshop£25.534.7★241 rev
Games Workshop - Warhammer 40 000 - Space Marines: Infernus Marines + Paints Set
Games Workshop£21.004.7★909 rev
BASE SET OF CITADEL PAINTS
Generic£39.684.0★2 rev
Vallejo Game Color Acrylic Paint Set 16 Matte and Metallic Colors 18 ml Dropper Bottles Starter Kit for Fantasy and Wargaming Miniatures
Vallejo£28.084.8★2,059 rev
Newest
by launch dateBASE SET OF CITADEL PAINTS
Generic£39.682 rev
LAYER SET OF CITADEL PAINTS
Generic£38.830 rev
BATTLE READY SET OF CITADEL PAINTS
Generic£84.650 rev
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
Nicpro£21.15332 rev
X ARTY HUB Model Paint Set 20-Color Miniature Painting Kit with 3 Brushes
X ARTY HUB£23.67123 rev
Trending
90-day click momentumX ARTY HUB Model Paint Set 20-Color Miniature Painting Kit with 3 Brushes
X ARTY HUB£23.674.4★
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
Nicpro£21.154.6★
BATTLE READY SET OF CITADEL PAINTS
Generic£84.650.0★
BASE SET OF CITADEL PAINTS
Generic£39.684.0★
LAYER SET OF CITADEL PAINTS
Generic£38.830.0★
What buyers say about citadel paint
What buyers praise and complain about, mined from review topics.What buyers love
“provided nice colour”
“The cutter tool is excellent quality”
“The cheaper cost is perfect for beginners”
“Great quality for painting dungeon & dragons figures”
“Great paints, coat nice, thin down good and easy to work with”
“Easy to use”
“Perfect for beginners”
“Nice handle”
“Very good put up”
“it is a solid set”
What buyers complain about
“rest broke :/”
“All good except for having an extra Abbadon Black instead of a Angrax Earthshade”
“Paintbrush was missing”
“Too expensive”
“They a lot smaller than I imagined”
Top return reasons
Common questions
- Is citadel paint profitable to sell on Amazon United Kingdom?
- The niche generates £139K/yr across 15 tracked products. 2 of 5 products launched in the last 360 days are still selling. 90-day search growth is -20.7%. Flapen's verdict: Skip it (40/100).
- How competitive is the citadel paint niche?
- 7 brands and 79 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in citadel paint?
- Top complaints mined from reviews: Durability, Color, Flatness. The return rate is 0.4%.
- When does demand for citadel paint peak?
- Demand peaks in Jan–Oct–Nov–Dec; the busiest month runs 2.9× the quietest.
- What does it cost to enter the citadel paint niche?
- Listings span £6.39–£84.65; the average listing price is £29.61 (sweet spot $15–$100). The average incumbent carries 947 reviews — the moat a new listing must climb.