citadel paint
Worth a lookShows low returns (0.6%), but brand-locked demand (top 5 brands take 94% of clicks) keeps it on the watch list.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Avg price
Incredible$34.84avg listing price — sweet spot $15–$100
Market size
Great$899K$899K/yr · 683K searches
Review moat
Good766.24avg incumbent reviews — the moat a new listing must climb
Price range
Good$8.28–$179.44cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.8%search→purchase rate — share of searches ending in a sale
Growth
Okay+12.2%90-day search growth — must beat 0% to launch
Competition
Bad70%top-5 click share — a locked-up shelf
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Brand share
Bad94%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, citadel paint is a $899K/yr Amazon United States market (683K searches/yr). The top 5 brands hold 94% of demand. Demand peaks in Jan–Jul–Oct–Nov. Verdict: Worth a look — 50/100.
Data updated Jul 17, 2026 · scored weekly · How we score niches
citadel paint market data
- Units sold / yr
- 20K–25K
- avg 1,000–1,250/product
- Revenue / yr
- $697K–$871K
- units × avg price
- Conversion rate
- 3.8%
- Avg BSR
- #784
- Page quality
- 0%
- Prime
- 88%
- Sponsored
- 71%
- Out of stock
- 2.8%
- Avg brand age
- 53 months
- Avg seller age
- 163 days
Competition & brand share
The top 5 products capture 70% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 falling
Sellers
88
Top-5 brand share
94%
Top 20: 100%
Top-5 click share
70%
Top 20: 100%
Open market
4%
- Games Workshop53%
- Citadel20%
- Nicpro9%
- Generic6%
- Vallejo5%
- Smallbudi2%
- Open — no brand owns it (2 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +12.2% search growth over the last 90 days.Peak months: Jan, Jul, Oct, Nov · busiest ÷ quietest = 10.7×
Top citadel paint search terms
- citadel113K/yr
- citadel paint195K/yr
- citadel paint set90K/yr
- warhammer paint64K/yr
- warhammer paint set45K/yr
- citadel paints32K/yr
- nuln oil23K/yr
- warhammer 40k paint set22K/yr
- warhammer 40k paint21K/yr
- vallejo wash16K/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 17 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$38.624.6★1,190 rev
Citadel Shade Paint: Nuln Oil (18ml)
Citadel$10.104.8★797 rev
Games Workshop - Warhammer - Age of Sigmar Paints + Tools (2024 3rd Edition)
Games Workshop$39.244.6★240 rev
Citadel Choose-Your-Own Paint Set: Base Shade and Dry Paints
Generic$21.014.8★291 rev
GAMES WORKSHOP Warhammer 40K: Space Marines: Infernus Marines & Paints Set
Games Workshop$30.234.7★899 rev
Newest
by launch date
Smallbudi 20 Colors Model Paint Set 20ml/0.6Oz Miniature Acrylic Paint
Smallbudi$29.0160 rev
Nicpro 30 Colors Model Paint Set 20ml Ready to Use Modeling Acrylic Paints Brush & Airbrush Compatible Miniature Paint Set for Beginner & Professional on Model Scale Figure Crafts with 3 Thinner
Nicpro$38.81306 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$27.14306 rev
Nicpro Professional Miniature Painting Kit Stay Wet Palette & 16PCS Detail Paint Brushes Drybrush with Nylon Bag 100PCS Pallet Paper 4PCS Sponge Mixing Paint Saver Palette for Miniature Model
Nicpro$39.22483 rev
Games Workshop - Warhammer - Age of Sigmar Paints + Tools (2024 3rd Edition)
Games Workshop$39.24240 rev
Trending
90-day click momentumNicpro 30 Colors Model Paint Set 20ml Ready to Use Modeling Acrylic Paints Brush & Airbrush Compatible Miniature Paint Set for Beginner & Professional on Model Scale Figure Crafts with 3 Thinner
Nicpro$38.814.6★
Smallbudi 20 Colors Model Paint Set 20ml/0.6Oz Miniature Acrylic Paint
Smallbudi$29.014.7★
The Army Painter Warpaints Fanatic Mega Set Combo 50 x 18 mL Acrylic Paints incl. Skin Tones Metallics Effects Washes 1 Free Paint Station & 2 Brushes - Model Paint for Warhammer & D&D
The Army Painter$179.444.8★
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$27.144.6★
Games Workshop Citadel Base: Leadbelcher
Games Workshop$8.284.8★
What buyers say about citadel paint
What buyers praise and complain about, mined from review topics.What buyers love
“Good color”
“Love this paint”
“Great value”
“Good variety”
“very good paint quality works great”
“Easy to use”
“Gift for friend”
“Better than I expected”
“the included thinner works wonders”
“Thoughtful design and excellent qualify”
What buyers complain about
“Missing quality control”
“Some of the paints came super clumped up and”
“a bit big”
“My typical thinners don't work well”
“need more pigment”
“false advertisement”
“Not worth the money”
“May arrive used”
“it's kind of messy to flip it over to use the other side at the same time”
“Box was a bit rough around the edges”
Top return reasons
Common questions
- Is citadel paint profitable to sell on Amazon United States?
- The niche generates $899K/yr across 17 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +12.2%. Flapen's verdict: Worth a look (50/100).
- How competitive is the citadel paint niche?
- 8 brands and 88 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 94% of demand.
- What do buyers complain about in citadel paint?
- Top complaints mined from reviews: Quality-Overall, Paint Quality, Size-Overall. The return rate is 0.6%.
- When does demand for citadel paint peak?
- Demand peaks in Jan–Jul–Oct–Nov; the busiest month runs 10.7× the quietest.
- What does it cost to enter the citadel paint niche?
- Listings span $8.28–$179.44; the average listing price is $34.84 (sweet spot $15–$100). The average incumbent carries 766 reviews — the moat a new listing must climb.