---
title: "Citadel Paint — £139K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/citadel-paint"
last_updated: "2026-07-31T10:25:57.021Z"
locale: en
meta:
description: "Niche score 40/100 · £139K/yr market · 215K searches/yr · £29.61 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 40/100 · £139K/yr market · 215K searches/yr · £29.61 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Citadel Paint — £139K/yr Amazon UK Niche (2026) - Flapen"
---
# **citadel paint**
**Skip it**
Soft demand (-20.7% this quarter) — this niche doesn't clear our bar today.
Market size 31Growth 15Conversion 27Competition 26Returns 98Price range 86Avg price 95Brand share 18Review moat 64Quality gap 24
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****£29.61**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£6.39–£84.65**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Good****947.4**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****£139K**
£139K/yr · 215K searches
**Conversion**
**Okay****2.2%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Okay****69%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****93%**
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 ~~](https://flapen.com/research/methodology)
## **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.
8K6KSpike '25Black Friday '25Holiday '25 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Jan, Oct, Nov, Dec · busiest ÷ quietest = 2.9×
[**Open Trend **](https://flapen.com/research/uk/toys-games/citadel-paint/trend)
## **Top citadel paint search terms**
- **citadel paint**65K/yr-28.5%0.8% conv. - **warhammer paint set**51K/yr-21.5%1.9% conv. - **warhammer paint**31K/yr-1.1%1.1% conv. - **citadel paint set**27K/yr-29.8%1.1% conv. - **warhammer paints**15K/yr-11.5%1.3% conv. - **citadel paints**12K/yr-29.1%0.9% conv. - **warhammer 40k paint**5K/yr+13.9%1.2% conv. - **warhammer 40k paint sets**6K/yr-40.4%1.8% conv. - **games workshop paint**3K/yr+51.3%0.4% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/citadel-paint/search-terms)
## **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.
0%10%£14K20%£28K30%£42K40%£56K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted
All 15 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Games Workshop - Warhammer 40 000: Paints + Tools Set**Games Workshop**£24.75**4.7★1,193 rev](https://www.amazon.co.uk/dp/B0CBKHZY3V) [2**Games Workshop - Warhammer - Age of Sigmar Paints + Tools (2024 3rd Edition)**Games Workshop**£25.53**4.7★241 rev](https://www.amazon.co.uk/dp/B0D9W7WTXV) [3**Games Workshop - Warhammer 40 000 - Space Marines: Infernus Marines + Paints Set**Games Workshop**£21.00**4.7★909 rev](https://www.amazon.co.uk/dp/B0CBKMFK1D) [4**BASE SET OF CITADEL PAINTS**Generic**£39.68**4.0★2 rev](https://www.amazon.co.uk/dp/B0GGM9Z2DH) [5**Vallejo Game Color Acrylic Paint Set 16 Matte and Metallic Colors 18 ml Dropper Bottles Starter Kit for Fantasy and Wargaming Miniatures**Vallejo**£28.08**4.8★2,059 rev](https://www.amazon.co.uk/dp/B000PHCTRK)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**BASE SET OF CITADEL PAINTS**Generic**£39.68**2 rev6mo ago](https://www.amazon.co.uk/dp/B0GGM9Z2DH) [**LAYER SET OF CITADEL PAINTS**Generic**£38.83**0 rev6mo ago](https://www.amazon.co.uk/dp/B0GGL3JX5B) [**BATTLE READY SET OF CITADEL PAINTS**Generic**£84.65**0 rev6mo ago](https://www.amazon.co.uk/dp/B0GGJMY48G) [**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**£21.15**332 rev8mo ago](https://www.amazon.co.uk/dp/B0FBRH3VZ9) [**X ARTY HUB Model Paint Set 20-Color Miniature Painting Kit with 3 Brushes**X ARTY HUB**£23.67**123 rev8mo ago](https://www.amazon.co.uk/dp/B0FL7XGCRX)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**X ARTY HUB Model Paint Set 20-Color Miniature Painting Kit with 3 Brushes**X ARTY HUB**£23.67**4.4★**▲ 259%**](https://www.amazon.co.uk/dp/B0FL7XGCRX) [**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**£21.15**4.6★**▲ 208%**](https://www.amazon.co.uk/dp/B0FBRH3VZ9) [**BATTLE READY SET OF CITADEL PAINTS**Generic**£84.65**0.0★**▲ 198%**](https://www.amazon.co.uk/dp/B0GGJMY48G) [**BASE SET OF CITADEL PAINTS**Generic**£39.68**4.0★**▲ 121%**](https://www.amazon.co.uk/dp/B0GGM9Z2DH) [**LAYER SET OF CITADEL PAINTS**Generic**£38.83**0.0★**▲ 96%**](https://www.amazon.co.uk/dp/B0GGL3JX5B)
**~~View all trending →~~**
## **What buyers say about citadel paint**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**21%
*“provided nice colour”*
**Quality-Overall**17%
*“The cutter tool is excellent quality”*
**Value For Money**14%
*“The cheaper cost is perfect for beginners”*
**Paint Quality**13%
*“Great quality for painting dungeon & dragons figures”*
**Engraving/Paint/Sublimation**6%
*“Great paints, coat nice, thin down good and easy to work with”*
**Ease Of Use**4%
*“Easy to use”*
**Suitability Beginner**3%
*“Perfect for beginners”*
**Grip**3%
*“Nice handle”*
**Design-Overall**3%
*“Very good put up”*
**Strength**2%
*“it is a solid set”*
### **What buyers complain about **
**Durability**17%
*“rest broke :/”*
**Color**16%
*“All good except for having an extra Abbadon Black instead of a Angrax Earthshade”*
**Flatness**13%
**Paint Quality**13%
*“Paintbrush was missing”*
**Value For Money**10%
*“Too expensive”*
**Size-Overall**6%
*“They a lot smaller than I imagined”*
### **Top return reasons **
**Paint Quality**25%
**Defective Material/Parts**15%
**Advertised Vs Actual Product**15%
**Size-Overall**10%
**Quality-Overall**10%
**Thickness**8%
**Durability**8%
**Functionality-Overall**5%
**Compatibility-Overall**3%
**Smell**3%
## **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.
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