---
title: "Amazon Toilet Paper — $346K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/amazon-toilet-paper"
last_updated: "2026-08-09T13:03:31.709Z"
locale: en
meta:
description: "Niche score 44/100 · $346K/yr market · 152K searches/yr · $31.07 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · $346K/yr market · 152K searches/yr · $31.07 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Amazon Toilet Paper — $346K/yr Amazon US Niche (2026) - Flapen"
---
# **amazon toilet paper**
**Skip it**
A deep review moat (39,622 avg reviews) — this niche doesn't clear our bar today.
Market size 53Growth 21Conversion 76Competition 13Returns 100Price range 86Avg price 95Brand share 17Review moat 6Quality gap 24
**Returns**
**Incredible****0.1%**
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**
**Great****7.4%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****$346K**
$346K/yr · 152K searches
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-8.0%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****93%**
top-5 brand share — brand-locked demand
**Competition**
**Bad****84%**
top-5 click share — a locked-up shelf
**Review moat**
**Bad****39,621.75**
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 ~~](https://flapen.com/research/methodology)
## **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**
**4%**
- 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.
45K35KSpike '24Prime Day '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Jan, Oct, Nov, Dec · busiest ÷ quietest = 4.6×
[**Open Trend **](https://flapen.com/research/us/health-household/amazon-toilet-paper/trend)
## **Top amazon toilet paper search terms**
- **kirkland toilet paper**102K/yr-11.4%6.8% conv. - **toilet paper kirkland**14K/yr-3.4%6.5% conv. - **costco toilet paper**11K/yr+16.5%4.6% conv. - **kirkland toilet paper costco**8K/yr+11.0%6.2% conv. - **kirkland bath tissue**6K/yr+1.1%6.1% conv. - **costco toilet paper kirkland**4K/yr-19.1%9.0% conv. - **kirkland tissue**3K/yr-4.5%2.1% conv. - **kirkland toilet paper costco 48 rolls**3K/yr-39.2%5.1% conv. [**All search terms **](https://flapen.com/research/us/health-household/amazon-toilet-paper/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.
0%10%$35K20%$69K30%$104K40%$139K1101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Kirkland Signature Bath Tissue 2-Ply 425 sheets 30 rolls**KIRKLAND**$39.17**4.6★604 rev](https://www.amazon.com/dp/B07XLZXQRP) [2**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**$38.10**4.5★104 rev](https://www.amazon.com/dp/B0DCGBHVFP) [3**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**$23.49**4.4★100,509 rev](https://www.amazon.com/dp/B095CN96JS) [4**Kirkland Signature Bath Tissue 2-Ply 425 2 Pack (30 count)**KIRKLAND**$76.38**4.6★1,195 rev](https://www.amazon.com/dp/B07BQGW1M2) [5**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**$49.73**4.7★7 rev](https://www.amazon.com/dp/B0GHC4577W)
**~~View all top sellers →~~**
### **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**$49.73**7 rev5mo ago](https://www.amazon.com/dp/B0GHC4577W) [**Angel Soft Toilet Paper 18 Mega Rolls = 72 Regular Rolls Soft and Strong Toilet Tissue**Angel Soft**$12.48**104,295 rev10mo ago](https://www.amazon.com/dp/B0FN4NH4K8) [**Scott ComfortPlus Toilet Paper 48 Triple Rolls 231 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue**Scott**$20.42**143,774 rev1y ago](https://www.amazon.com/dp/B0DX33Q9QH) [**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**$38.10**104 rev1y ago](https://www.amazon.com/dp/B0DCGBHVFP) [**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**$7.10**12,567 rev2y ago](https://www.amazon.com/dp/B0CM3BSJ95)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Kirkland Signature Bath Tissue 2-Ply 425 sheets 30 rolls**KIRKLAND**$39.17**4.6★**▲ 219%**](https://www.amazon.com/dp/B07XLZXQRP) [**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**$7.10**4.5★**▲ 183%**](https://www.amazon.com/dp/B0CM3BSJ95) [**Angel Soft Toilet Paper 18 Mega Rolls = 72 Regular Rolls Soft and Strong Toilet Tissue**Angel Soft**$12.48**4.8★**▲ 76%**](https://www.amazon.com/dp/B0FN4NH4K8) [**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**$49.73**4.7★**▲ 65%**](https://www.amazon.com/dp/B0GHC4577W) [**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**$38.10**4.5★**— 4%**](https://www.amazon.com/dp/B0DCGBHVFP)
**~~View all trending →~~**
## **What buyers say about amazon toilet paper**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**27%
*“Decent price”*
**Quality-Overall**19%
*“The price-quality ratio is excellent”*
**Soft Feel**17%
*“Gentle on the skin”*
**Advertised Vs Actual Product**4%
*“As Advertised”*
**Durability**4%
*“Durable and works great”*
**Thickness**3%
*“awesome thickness”*
**Absorbency**2%
*“Very absorbent”*
**Ease Of Cleaning**2%
*“Cleans well”*
**Strength**2%
*“It holds up well”*
**Comfort-Overall**2%
*“comfortable to use”*
### **What buyers complain about **
**Hard Feel**17%
*“Not Soft at all”*
**Quality-Overall**13%
*“Quality control problems”*
**Thickness**11%
*“Not as thick as advertised”*
**Size-Overall**11%
*“Too big”*
**Value For Money**7%
*“Too expensive”*
**Smell**3%
*“No scent”*
**Advertised Vs Actual Product**3%
*“False advertisement”*
**Strength**2%
*“Tissue is a little weak”*
**Durability**2%
*“thing and dont last”*
**Soft Feel**2%
*“Not as soft”*
### **Top return reasons **
**Advertised Vs Actual Product**18%
**Size-Overall**18%
**Value For Money**13%
**Quality-Overall**9%
**Hard Feel**6%
**Thin**4%
**Material Quality**4%
**Smell**4%
**Thickness**3%
**Soft Feel**3%
## **Common questions**
- **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.
## **Related niches in Health & Household**
- 76 [**cedar oil**](https://flapen.com/research/us/health-household/cedar-oil)$1.2M/yr+214.4%**Launch it**- 77 [**nutrapure glp1 cutting mix**](https://flapen.com/research/us/health-household/nutrapure-glp1-cutting-mix)$149K/yr+940.2%**Worth a look**- 77 [**dexcom g7**](https://flapen.com/research/us/health-household/dexcom-g7)$2.0M/yr+39.9%**Launch it**- 77 [**purelia**](https://flapen.com/research/us/health-household/purelia)$635K/yr+359.7%**Worth a look**- 77 [**graduation napkins**](https://flapen.com/research/us/health-household/graduation-napkins)$302K/yr+385.7%**Worth a look**- 77 [**credit card wand**](https://flapen.com/research/us/health-household/credit-card-wand)$418K/yr+101.3%**Worth a look**[**All Health & Household niches **](https://flapen.com/research/us/health-household)