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

The niche generates $346K/yr across 12 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -8.0%. Flapen's verdict: Skip it (44/100).

How competitive is the amazon toilet paper niche?

8 brands and 168 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 93% of demand.

What do buyers complain about in amazon toilet paper?

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

When does demand for amazon toilet paper peak?

Demand peaks in Jan–Oct–Nov–Dec; the busiest month runs 4.6× the quietest.

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

Listings span $7.10–$76.38; the average listing price is $31.07 (sweet spot $15–$100). The average incumbent carries 39,622 reviews — the moat a new listing must climb.

amazon toilet paper

Skip it

A deep review moat (39,622 avg reviews) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Avg price

Incredible$31.07

avg listing price — sweet spot $15–$100

Price range

Great$7.10–$76.38

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

Conversion

Great7.4%

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

Market size

Good$346K

$346K/yr · 152K searches

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-8.0%

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

Brand share

Bad93%

top-5 brand share — brand-locked demand

Competition

Bad84%

top-5 click share — a locked-up shelf

Review moat

Bad39,621.75

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, amazon toilet paper is a $346K/yr Amazon United States market (152K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Jan–Oct–Nov–Dec. Verdict: Skip it — 44/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

amazon toilet paper market data

Units sold / yr: 10K–13K; avg 500–750/product
Revenue / yr: $311K–$388K; units × avg price
Conversion rate: 7.4%
Avg BSR: #1,200
Page quality: 0%
Prime: 58%
Sponsored: 58%
Out of stock: 3.4%
Avg brand age: 77 months
Avg seller age: 142 days

Competition & brand share

The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 rising

Sellers

168

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

84%

Top 20: 100%

Open market

KIRKLAND47%
Fiorenzo26%
Amazon Basics13%
KEV&COOPER3%
Cottonelle3%
Scott2%
Open — no brand owns it (2 brands, 4%)

Demand & seasonality

Weekly Amazon search volume, last 102 weeks — -8.0% search growth over the last 90 days.

Peak months: Jan, Oct, Nov, Dec · busiest ÷ quietest = 4.6×

Open Trend

Top amazon toilet paper search terms

kirkland toilet paper102K/yr -11.4%6.8% conv.
toilet paper kirkland14K/yr -3.4%6.5% conv.
costco toilet paper11K/yr +16.5%4.6% conv.
kirkland toilet paper costco8K/yr +11.0%6.2% conv.
kirkland bath tissue6K/yr +1.1%6.1% conv.
costco toilet paper kirkland4K/yr -19.1%9.0% conv.
kirkland tissue3K/yr -4.5%2.1% conv.
kirkland toilet paper costco 48 rolls3K/yr -39.2%5.1% conv.

All search terms

Top amazon 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.

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

All 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Kirkland Signature Bath Tissue 2-Ply 425 sheets 30 rolls

KIRKLAND$39.174.6★604 rev

Fiorenzo Bundle Compatible with Kirkland Signature 2-Ply Toilet Tissue - Ultra-Soft Comfort and Premium Quality - 30 Rolls and 380 Sheets Per Roll Bath Tissue

Fiorenzo$38.104.5★104 rev

Amazon Basics 2-Ply Soft Toilet Paper 30 Rolls (5 Packs of 6) 350 Sheets per Roll Septic Safe Equivalent to 185 Regular Rolls

Amazon Basics$23.494.4★100,509 rev

Kirkland Signature Bath Tissue 2-Ply 425 2 Pack (30 count)

KIRKLAND$76.384.6★1,195 rev

2-Ply Ultra Plus Toilet Paper/Bath Tissue Septic Safe FSC Certified Unscented 380 Sheets per Roll 4.5 x 4 30 Individual Rolls

KEV&COOPER$49.734.7★7 rev

Newest

by launch date

2-Ply Ultra Plus Toilet Paper/Bath Tissue Septic Safe FSC Certified Unscented 380 Sheets per Roll 4.5 x 4 30 Individual Rolls

KEV&COOPER$49.737 rev

5mo ago

Angel Soft Toilet Paper 18 Mega Rolls = 72 Regular Rolls Soft and Strong Toilet Tissue

Angel Soft$12.48104,295 rev

10mo ago

Scott ComfortPlus Toilet Paper 48 Triple Rolls 231 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue

Scott$20.42143,774 rev

1y ago

Fiorenzo Bundle Compatible with Kirkland Signature 2-Ply Toilet Tissue - Ultra-Soft Comfort and Premium Quality - 30 Rolls and 380 Sheets Per Roll Bath Tissue

Fiorenzo$38.10104 rev

1y ago

Amazon Basics Soft and Strong 2-Ply Toilet Paper 6 Ultra Rolls = 24 Regular Rolls Unscented 340 Sheet (1 Pack of 6) Packaging May Vary

Amazon Basics$7.1012,567 rev

2y ago

What buyers say about amazon toilet paper

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

What buyers love

Value For Money27%

“Decent price”

Quality-Overall19%

“The price-quality ratio is excellent”

Soft Feel17%

“Gentle on the skin”

Advertised Vs Actual Product4%

“As Advertised”

Durability4%

“Durable and works great”

Thickness3%

“awesome thickness”

Absorbency2%

“Very absorbent”

Ease Of Cleaning2%

“Cleans well”

Strength2%

“It holds up well”

Comfort-Overall2%

“comfortable to use”

What buyers complain about

Hard Feel17%

“Not Soft at all”

Quality-Overall13%

“Quality control problems”

Thickness11%

“Not as thick as advertised”

Size-Overall11%

“Too big”

Value For Money7%

“Too expensive”

Smell3%

“No scent”

Advertised Vs Actual Product3%

“False advertisement”

Strength2%

“Tissue is a little weak”

Durability2%

“thing and dont last”

Soft Feel2%

“Not as soft”

Top return reasons

Advertised Vs Actual Product18%

Size-Overall18%

Value For Money13%

Quality-Overall9%

Hard Feel6%

Thin4%

Material Quality4%

Smell4%