4 ply toilet paper
Worth a lookShows low returns (0.1%), but a deep review moat (55,311 avg reviews) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Incredible$5.6M$5.6M/yr · 4.7M searches
Avg price
Great$17.47avg listing price — sweet spot $15–$100
Conversion
Good6.8%search→purchase rate — share of searches ending in a sale
Price range
Good$6.88–$31.00cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good54%top-5 click share — leaders hold, buyers still browse
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-38.8%90-day search growth — must beat 0% to launch
Review moat
Bad55,311.48avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, 4 ply toilet paper is a $5.6M/yr Amazon United States market (4.7M searches/yr). The top 5 brands hold 88% of demand. Demand peaks in Apr–May–Jun. Verdict: Worth a look — 53/100.
Data updated Jul 12, 2026 · scored weekly · How we score niches
4 ply toilet paper market data
- Units sold / yr
- 150K–200K
- avg 12,500–15,000/product
- Revenue / yr
- $2.6M–$3.5M
- units × avg price
- Conversion rate
- 6.8%
- Avg BSR
- #576
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 81%
- Out of stock
- 0.5%
- Avg brand age
- 47 months
- Avg seller age
- 148 days
Competition & brand share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.Brands
10 rising
Sellers
80
Top-5 brand share
88%
Top 20: 96%
Top-5 click share
54%
Top 20: 99%
Open market
8%
- Quilted Northern62%
- Zeagoo11%
- JEMITOP6%
- JojoQueen5%
- LOMON4%
- --4%
- Open — no brand owns it (4 brands, 8%)
Demand & seasonality
Weekly Amazon search volume, last 102 weeks — -38.8% search growth over the last 90 days.Peak months: Apr, May, Jun · busiest ÷ quietest = 3.4×
Top 4 ply toilet paper search terms
- your orders3.5M/yr
- quilted northern toilet paper445K/yr
- northern toilet paper128K/yr
- deliveries171K/yr
- quilted northern77K/yr
- northern75K/yr
- your order108K/yr
- delivery121K/yr
- quilted northern ultra plush toilet paper41K/yr
- toilet paper quilted northern29K/yr
Top 4 ply toilet paper 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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Quilted Northern Ultra Plush Toilet Paper 24 Mega Rolls = 96 Regular Rolls 4X More Absorbent* 3-Ply Soft Toilet Tissue
Quilted Northern$21.884.8★97,897 rev
Quilted Northern Ultra Plush Toilet Paper 6 Mega Rolls = 24 Regular Rolls 3X Thicker* 3 Ply Soft Toilet Tissue
Quilted Northern$6.884.8★97,897 rev
Zeagoo 3/4 Sleeve Top for Women Dressy V Neck Floral Blouses Bright Floral Shirts Cute Tunic Tops L
Zeagoo$12.484.2★4,977 rev
Quilted Northern Ultra Soft & Strong Toilet Paper 18 Mega Rolls = 72 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue
Quilted Northern$18.144.7★89,160 rev
Quilted Northern Ultra Soft & Strong Toilet Paper 24 Mega Rolls = 96 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue
Quilted Northern$21.314.7★89,160 rev
Newest
by launch date
WIHOLL Summer Tops for Women Trendy 2026 Short Sleeve Shirts Cruise Essentials Beach Vacation Fashion Clothes Scoop Neck Loose Fit Blouses Travel Airport Outfits Polka Dot XL
WIHOLL$16.611,833 rev
Quilted Northern Ultra Soft & Strong Toilet Paper 18 Mega Rolls = 72 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue
Quilted Northern$18.1489,160 rev
Quilted Northern Ultra Soft & Strong Toilet Paper 24 Mega Rolls = 96 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue
Quilted Northern$21.3189,160 rev
Quilted Northern Ultra Soft & Strong Toilet Paper 32 Mega Rolls = 128 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue
Quilted Northern$28.3889,160 rev
OFEEFAN Womens Clothing Spring Tops for Women Teacher Shirts Summer Outfits for Women 3/4 Length Sleeve Blouses D-Beige Print L
OFEEFAN$10.90254 rev
Trending
90-day click momentumWIHOLL Summer Tops for Women Trendy 2026 Short Sleeve Shirts Cruise Essentials Beach Vacation Fashion Clothes Scoop Neck Loose Fit Blouses Travel Airport Outfits Polka Dot XL
WIHOLL$16.614.4★
Quilted Northern Ultra Soft & Strong Toilet Paper 24 Mega Rolls = 96 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue
Quilted Northern$21.314.7★
LOMON Cotton 3/4 Sleeve Button Down Shirts for Women Gingham Plaid Striped Tops V Neck Casual Loose Blouse
LOMON$18.254.2★
Quilted Northern Ultra Soft & Strong Toilet Paper 18 Mega Rolls = 72 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue
Quilted Northern$18.144.7★
Quilted Northern Ultra Soft & Strong Toilet Paper 6 Mega Rolls = 24 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue
Quilted Northern$7.704.7★
What buyers say about 4 ply toilet paper
What buyers praise and complain about, mined from review topics.What buyers love
“Fluffy and soft”
“The quality is consistent”
“Great Value”
“It does not break”
“So comfortable”
“The sheets are thick”
“True to advertised”
“Fit great”
“Good and strong toilet paper”
“Great absorbency”
What buyers complain about
“Runs VERY SMALL”
“This toilet paper is thick”
“Not good quality”
“they are expensive”
“it was rough”
“But IF you not careful it clogged my pipes”
“breaks apart too much”
“Leaves You dirty”
“Their not what they claim”
“Funky smell”
Top return reasons
Common questions
- Is 4 ply toilet paper profitable to sell on Amazon United States?
- The niche generates $5.6M/yr across 21 tracked products. 4 of 7 products launched in the last 360 days are still selling. 90-day search growth is -38.8%. Flapen's verdict: Worth a look (53/100).
- How competitive is the 4 ply toilet paper niche?
- 10 brands and 80 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in 4 ply toilet paper?
- Top complaints mined from reviews: Size-Overall, Thickness, Quality-Overall. The return rate is 0.1%.
- When does demand for 4 ply toilet paper peak?
- Demand peaks in Apr–May–Jun; the busiest month runs 3.4× the quietest.
- What does it cost to enter the 4 ply toilet paper niche?
- Listings span $6.88–$31.00; the average listing price is $17.47 (sweet spot $15–$100). The average incumbent carries 55,311 reviews — the moat a new listing must climb.