Is amazon paper towels profitable to sell on Amazon United States?

The niche generates $1.0M/yr across 10 tracked products. 90-day search growth is -5.8%. Flapen's verdict: Skip it (48/100).

How competitive is the amazon paper towels niche?

5 brands and 36 sellers compete. The top 5 products take 83% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in amazon paper towels?

Top complaints mined from reviews: Thickness, Quality-Overall, Absorbency. The return rate is 0.1%.

When does demand for amazon paper towels peak?

Demand peaks in Oct; the busiest month runs 2.0× the quietest.

What does it cost to enter the amazon paper towels niche?

Listings span $4.36–$31.11; the average listing price is $15.39 (sweet spot $15–$100). The average incumbent carries 69,806 reviews — the moat a new listing must climb.

amazon paper towels

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible15.8%

search→purchase rate — share of searches ending in a sale

Market size

Great$1.0M

$1.0M/yr · 424K searches

Avg price

Great$15.39

avg listing price — sweet spot $15–$100

Price range

Good$4.36–$31.11

cheapest to priciest tracked listing — scored on the share inside $15–$100

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Bad-5.8%

90-day search growth — must beat 0% to launch

Competition

Bad83%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

Review moat

Bad69,805.8

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, amazon paper towels is a $1.0M/yr Amazon United States market (424K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct. Verdict: Skip it — 48/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

amazon paper towels market data

Units sold / yr: 60K–80K; avg 6,000–8,000/product
Revenue / yr: $923K–$1.2M; units × avg price
Conversion rate: 15.8%
Avg BSR: #8
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 60 months
Avg seller age: 154 days

Competition & brand share

The top 5 products capture 83% of clicks — a locked-up shelf that new listings rarely crack.

Brands

5 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

83%

Top 20: 100%

Open market

Amazon Basics56%
Presto!24%
SPARKLE12%
Scott6%
Bounty2%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -5.8% search growth over the last 90 days.

Peak months: Oct · busiest ÷ quietest = 2.0×

Open Trend

Top amazon paper towels search terms

amazon paper towels117K/yr +0.3%11.8% conv.
amazon basics paper towels83K/yr -2.9%10.6% conv.
presto paper towels53K/yr +7.2%15.7% conv.
paper towels amazon basics70K/yr -34.9%12.2% conv.
amazon basic paper towels23K/yr +7.9%11.1% conv.
paper towels amazon20K/yr -4.5%10.2% conv.
paper towels presto7K/yr -5.0%16.3% conv.
amazon paper towel7K/yr +5.1%10.9% conv.
amazon essentials paper towels5K/yr +6.9%11.1% conv.
amazon brand paper towels5K/yr +14.7%8.4% conv.

All search terms

Top amazon paper towels 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 10 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Amazon Basics 2-Ply Flex-Sheets Paper Towels 12 Basics Rolls = 40 Regular Rolls Everyday Value with 150 Sheets per Roll Packaging May Vary

Amazon Basics$21.214.1★72,217 rev

Amazon Basics 2-Ply Flex-Sheets Paper Towels 2-Pack 150 Sheets per Roll 2 Basics Rolls = 6 Regular Rolls for Everyday Use Spills and Messes

Amazon Basics$4.364.1★72,217 rev

Amazon Brand - Presto! Ultra-Strong Premium Paper Towels 158 Sheet Huge Roll - Flex-a-Size 12 Rolls (2 Packs of 6) Equivalent to 38 Regular Rolls White

Presto!$25.494.6★115,351 rev

Sparkle Pick-A-Size Paper Towels 6 Double Rolls (660 Sheets Total) - Strong 2-Ply Towels for Kitchen Cleanup and Everyday Messes

SPARKLE$7.544.7★53,392 rev

Amazon Brand - Presto! Ultra-Strong Premium Paper Towels 158 Sheet Huge roll - Flex-a-Size 6 Rolls Equivalent to 19 Regular Rolls White

Presto!$14.854.6★115,351 rev

Newest

by launch date

Scott Paper Towels Choose-A-Sheet 6 Double Rolls = 12 Regular Rolls (108 Sheets Per Roll)

Scott$6.8944,324 rev

1y ago

Bounty Essentials Select-A-Size Paper Towels White 2 Triple Rolls = 6 Regular Rolls (Packaging May Vary)

Bounty$5.0021,781 rev

2y ago

Amazon Basics 2-Ply Flex-Sheets Paper Towels 2-Pack 150 Sheets per Roll 2 Basics Rolls = 6 Regular Rolls for Everyday Use Spills and Messes

Amazon Basics$4.3672,217 rev

2y ago

Amazon Brand - Presto! Flex-a-Size Kitchen Paper Towels Strong and Absorbent 128 Sheet Family Roll 16 Rolls (8 Packs of 2)

Presto!$31.11115,351 rev

3y ago

Sparkle Pick-A-Size Paper Towels 24 Double Rolls (2 640 Sheets Total) - Strong 2-Ply Towels for Kitchen Cleanup and Everyday Messes

SPARKLE$30.0353,392 rev

4y ago

What buyers say about amazon paper towels

What buyers praise and complain about, mined from review topics.

What buyers love

Value For Money31%

“Decent price”

Quality-Overall19%

“Quality is fair”

Absorbency6%

“Absorbency is great”

Ease Of Cleaning6%

“Cleans great”

Advertised Vs Actual Product5%

“Accurate description”

Durability4%

“hold up well”

Size-Overall3%

“Perfect size”

Soft Feel3%

“They are soft and very absorbent”

Strength2%

“they're stronger than the ones you get in the local grocery store”

Thickness2%

“the pieces are thick”

What buyers complain about

Thickness24%

“Tube is thicker”

Quality-Overall24%

“crappy quality”

Absorbency11%

“Bad absorbency”

Value For Money7%

“too expensive”

Size-Overall4%

“Way Too large”

Hard Feel3%

“They are rough”

Ease Of Cleaning3%

“doesnt clean well”

Strength3%

“Very weak”

Thin2%

“Really thin”

Durability2%

“Broke so easily”

Top return reasons

Quality-Overall17%

Absorbency11%

Thin11%

Value For Money11%

Advertised Vs Actual Product8%

Size-Overall7%

Smell5%

Thickness4%

Material Quality3%

Functionality-Overall3%

Common questions

Is amazon paper towels profitable to sell on Amazon United States?: The niche generates $1.0M/yr across 10 tracked products. 90-day search growth is -5.8%. Flapen's verdict: Skip it (48/100).
How competitive is the amazon paper towels niche?: 5 brands and 36 sellers compete. The top 5 products take 83% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in amazon paper towels?: Top complaints mined from reviews: Thickness, Quality-Overall, Absorbency. The return rate is 0.1%.
When does demand for amazon paper towels peak?: Demand peaks in Oct; the busiest month runs 2.0× the quietest.
What does it cost to enter the amazon paper towels niche?: Listings span $4.36–$31.11; the average listing price is $15.39 (sweet spot $15–$100). The average incumbent carries 69,806 reviews — the moat a new listing must climb.