---
title: "Kids Paint — £649K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/kids-paint"
last_updated: "2026-07-31T21:38:21.246Z"
locale: en
meta:
description: "Niche score 41/100 · £649K/yr market · 574K searches/yr · £10.01 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · £649K/yr market · 574K searches/yr · £10.01 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Kids Paint — £649K/yr Amazon UK Niche (2026) - Flapen"
---
# **kids paint**
**Skip it**
Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Market size 66Growth 15Conversion 92Competition 15Returns 99Price range 35Avg price 33Brand share 5Review moat 24Quality gap 24
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****11.3%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****£649K**
£649K/yr · 574K searches
**Price range**
**Okay****£3.28–£21.25**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****£10.01**
avg listing price — sweet spot $15–$100
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****6,366.09**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-20.8%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****83%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****98%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, kids paint is a £649K/yr Amazon United Kingdom market (574K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 41/100.
Data updated Jul 29, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **kids paint market data**
- **Units sold / yr**
- **50K–60K**
- avg 4,000–5,000/product
- **Revenue / yr**
- **£501K–£601K**
- units × avg price
- **Conversion rate**
- **11.3%**
- **Avg BSR**
- **#6**
- **Page quality**
- **0%**
- **Prime**
- **82%**
- **Sponsored**
- **64%**
- **Out of stock**
- **0.6%**
- **Avg brand age**
- **44 months**
- **Avg seller age**
- **181 days**
## **Competition & brand share**
The top 5 products capture 83% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**6 **▲rising
**Sellers**
**34**
**Top-5 brand share**
**98%**
Top 20: 100%
**Top-5 click share**
**83%**
Top 20: 100%
**Open market**
**0%**
- CRAYOLA64% - Nicpro11% - scola9% - Baker Ross9% - Paint Pop6% - ARTKUNST2%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -20.8% search growth over the last 90 days.
23K18KSpike '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.6×
[**Open Trend **](https://flapen.com/research/uk/toys-games/kids-paint/trend)
## **Top kids paint search terms**
- **kids paint**109K/yr-26.7%8.9% conv. - **washable paints for kids**52K/yr-10.1%10.6% conv. - **poster paint**45K/yr-8.1%6.3% conv. - **paint for kids**43K/yr-19.7%6.5% conv. - **washable paint**32K/yr-2.5%6.5% conv. - **paints for kids**39K/yr-19.4%7.6% conv. - **kids paints**35K/yr-20.6%8.4% conv. - **childrens paint**33K/yr-27.8%9.3% conv. - **crayola paint**40K/yr-40.0%12.8% conv. - **paint kids**18K/yr-17.5%7.9% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/kids-paint/search-terms)
## **Top kids 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%£65K20%£130K30%£195K40%£260K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 11 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**CRAYOLA Washable Project Paint Painting Supplies for Kids 6 Count**CRAYOLA**£3.28**4.7★40,335 rev](https://www.amazon.co.uk/dp/B00004UBH2) [2**CRAYOLA Washable Kids Paint Set 10 Ct Children Arts & Crafts Supplies Creative Gifts**CRAYOLA**£7.13**4.8★20,837 rev](https://www.amazon.co.uk/dp/B00004UBH3) [3**Nicpro 12 Colors Washable Finger Paint Set (2 oz 60 ml) Non-Toxic & Baby Safe Paint for Hand and Feet Finger Painting Art Supplies for Kids Age 3+ Preschool Learning Gifts**Nicpro**£12.19**4.6★856 rev](https://www.amazon.co.uk/dp/B0DZXJ8Q7V) [4**Scola Artmix 600ml Bottles Ready Mix Craft Poster Paint Set 12 Assorted Colours**scola**£21.25**4.5★388 rev](https://www.amazon.co.uk/dp/B07G4F5MC7) [5**Paint Pop Fun Tub Assorted 20 Pack - Kids Paint Sticks Storage Tub Set**Paint Pop**£10.13**4.8★978 rev](https://www.amazon.co.uk/dp/B09VQ1QQ5S)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**14 Colors Washable Kids Paint Set (2 oz 60 ml) with 3 Paintbrushes**ARTKUNST**£8.13**8 rev4mo ago](https://www.amazon.co.uk/dp/B0GS4KLBMK) [**Nicpro 12 Colors Washable Finger Paint Set (2 oz 60 ml) Non-Toxic & Baby Safe Paint for Hand and Feet Finger Painting Art Supplies for Kids Age 3+ Preschool Learning Gifts**Nicpro**£12.19**856 rev1y ago](https://www.amazon.co.uk/dp/B0DZXJ8Q7V) [**Baker Ross FN254 Pearlised Ready Mixed Poster Paint Pack - Pack of 6 Bottles 150ml Assorted Colours Poster Paint**Baker Ross**£6.10**92 rev1y ago](https://www.amazon.co.uk/dp/B0DG8YT67D) [**Baker Ross FN163 Primary Colours Ready Mixed Poster Paints - Pack of 6 600ml Bottles Art & Craft Paint**Baker Ross**£11.07**170 rev2y ago](https://www.amazon.co.uk/dp/B0D1YNRKG9) [**Baker Ross FN167 Rainbow Ready Mixed Paints - Pack of 8 600ml Each Squeezy Bottles Water Based Assorted Bright Colours**Baker Ross**£15.01**14 rev2y ago](https://www.amazon.co.uk/dp/B0D1YLY941)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**14 Colors Washable Kids Paint Set (2 oz 60 ml) with 3 Paintbrushes**ARTKUNST**£8.13**4.3★**▲ 375%**](https://www.amazon.co.uk/dp/B0GS4KLBMK) [**Nicpro 12 Colors Washable Finger Paint Set (2 oz 60 ml) Non-Toxic & Baby Safe Paint for Hand and Feet Finger Painting Art Supplies for Kids Age 3+ Preschool Learning Gifts**Nicpro**£12.19**4.6★**▲ 28%**](https://www.amazon.co.uk/dp/B0DZXJ8Q7V) [**CRAYOLA Washable Project Paint Painting Supplies for Kids 6 Count**CRAYOLA**£3.28**4.7★**▲ 26%**](https://www.amazon.co.uk/dp/B00004UBH2) [**Baker Ross FN167 Rainbow Ready Mixed Paints - Pack of 8 600ml Each Squeezy Bottles Water Based Assorted Bright Colours**Baker Ross**£15.01**4.7★**▲ 16%**](https://www.amazon.co.uk/dp/B0D1YLY941) [**Baker Ross FN254 Pearlised Ready Mixed Poster Paint Pack - Pack of 6 Bottles 150ml Assorted Colours Poster Paint**Baker Ross**£6.10**4.6★**▲ 13%**](https://www.amazon.co.uk/dp/B0DG8YT67D)
**~~View all trending →~~**
## **What buyers say about kids paint**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**23%
*“vibrant colour”*
**Engraving/Paint/Sublimation**12%
*“Very good paint”*
**Value For Money**10%
*“Excellent value”*
**Paint Quality**9%
*“Good paint”*
**Quality-Overall**9%
*“Great quality, vibrant and easy to wash off”*
**Ease Of Cleaning**8%
*“Less mess”*
**Ease Of Use**6%
*“Easy to use”*
**Size-Overall**3%
*“Large bottles just as described”*
**Washability**2%
*“Easy to wash”*
**Creativity**2%
*“Bought for a present for my friends non verbal autistic son - got very creative”*
### **What buyers complain about **
**Color**18%
*“They both look black”*
**Paint Quality**15%
*“Clothes 😤 Paint does not wash off body or clothes”*
**Size-Overall**15%
*“The bottles were smaller than expected”*
**Ease Of Cleaning**14%
*“Poor quality, crumble and leave big mess to clean up”*
**Smell**7%
*“smelly”*
**Quality-Overall**4%
*“I can't believe this is Crayola quality”*
**Advertised Vs Actual Product**4%
*“Washable? Advertised as washable paint but this wasnt the case.”*
**Ease Of Use**2%
*“can be a bit tricky to pour. quite runny”*
**Value For Money**1%
*“Totally not worth the money”*
### **Top return reasons **
**Paint Quality**30%
**Color**18%
**Size-Overall**16%
**Advertised Vs Actual Product**11%
**Quality-Overall**7%
**Value For Money**6%
**Functionality-Overall**3%
**Material Quality**2%
**Leak-Proof**1%
**Brightness/Shine/Glow**1%
## **Common questions**
- **Is kids paint profitable to sell on Amazon United Kingdom?**
- The niche generates £649K/yr across 11 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -20.8%. Flapen's verdict: Skip it (41/100).
- **How competitive is the kids paint niche?**
- 6 brands and 34 sellers compete. The top 5 products take 83% of clicks and top 5 brands hold 98% of demand.
- **What do buyers complain about in kids paint?**
- Top complaints mined from reviews: Color, Paint Quality, Size-Overall. The return rate is 0.3%.
- **When does demand for kids paint peak?**
- Demand peaks in Oct–Nov–Dec; the busiest month runs 2.6× the quietest.
- **What does it cost to enter the kids paint niche?**
- Listings span £3.28–£21.25; the average listing price is £10.01 (sweet spot $15–$100). The average incumbent carries 6,366 reviews — the moat a new listing must climb.
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