bulk paper towels by the case
Worth a lookShows low returns (0.1%), but brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible13.4%search→purchase rate — share of searches ending in a sale
Avg price
Incredible$37.56avg listing price — sweet spot $15–$100
Price range
Good$14.05–$132.54cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Growth
Okay+8.4%90-day search growth — must beat 0% to launch
Market size
Okay$136K$136K/yr · 27K searches
Review moat
Bad13,962.77avg incumbent reviews — the moat a new listing must climb
Brand share
Bad96%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, bulk paper towels by the case is a $136K/yr Amazon United States market (27K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Aug–Oct. Verdict: Worth a look — 54/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
bulk paper towels by the case market data
- Units sold / yr
- 4K–5K
- avg 100–250/product
- Revenue / yr
- $150K–$188K
- units × avg price
- Conversion rate
- 13.4%
- Avg BSR
- #499
- Page quality
- 0%
- Prime
- 77%
- Sponsored
- 88%
- Out of stock
- 0.3%
- Avg brand age
- 64 months
- Avg seller age
- 154 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
8 rising
Sellers
144
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
53%
Top 20: 94%
Open market
2%
- Genuine Joe78%
- Scott9%
- Georgia-Pacific5%
- SPARKLE3%
- Amazon Basics2%
- AmazonCommercial1%
- Open — no brand owns it (2 brands, 2%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +8.4% search growth over the last 90 days.Peak months: Aug, Oct · busiest ÷ quietest = 2.5×
Top bulk paper towels by the case search terms
- genuine joe paper towels12K/yr
- genuine joe7K/yr
- paper towels 30 rolls4K/yr
- paper towel case3K/yr
- bulk paper towels by the case 100 rolls991/yr
Top bulk paper towels by the case 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Genuine Joe-GJO24080 2-Ply Household Roll Paper Towels (Pack of 30) - WHITE
Genuine Joe$32.984.0★3,547 rev
Genuine Joe Multifold Hand Towels 9.5 x 9.10 1-Ply White 250/Pack 16 Count
Genuine Joe$28.894.7★7,559 rev
Genuine Joe Kitchen Paper Towels 11 x 4.5 2-Ply 170 Sheets/Roll 30 Count
Genuine Joe$34.534.0★3,547 rev
Genuine Joe C-Fold Hand Towels 1-Ply 10 x 13 2400 Sheets/Pack 12 Count
Genuine Joe$27.324.0★1,954 rev
Genuine Joe Household Paper Towels 2-Ply 11 x 4.4 200 Sheets/Roll (Pack of 24)
Genuine Joe$34.374.0★3,547 rev
Newest
by launch date
Scott Paper Towels Task Size 30 Family Double Rolls (119 Sheets Per Roll)
Scott$31.8844,324 rev
Scott Paper Towels Task Size 24 Family Double Rolls (119 Sheets Per Roll)
Scott$27.2644,324 rev
Brawny Tear-A-Square 3-Ply Paper Towels 12 XL Family Rolls = 30 Regular Rolls Strong Absorbent and Durable with 3 Sheet Sizes (Quarter Half Full)
Brawny$29.0118,158 rev
Scott Paper Towels Choose-A-Sheet 30 Double Rolls = 60 Regular Rolls (108 Sheets Per Roll)
Scott$30.6344,324 rev
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
Trending
90-day click momentumScott Paper Towels Task Size 24 Family Double Rolls (119 Sheets Per Roll)
Scott$27.264.6★
Scott Paper Towels Task Size 30 Family Double Rolls (119 Sheets Per Roll)
Scott$31.884.6★
Pacific Blue Select by Georgia-Pacific PRO Multifold Premium 2-Ply Paper Towels White 3.2 Folded Width 125 Towels Per Pack 16 Packs Per Case 21000
Georgia-Pacific$37.054.6★
Brawny Tear-A-Square 3-Ply Paper Towels 12 XL Family Rolls = 30 Regular Rolls Strong Absorbent and Durable with 3 Sheet Sizes (Quarter Half Full)
Brawny$29.014.8★
Genuine Joe 21040 Multifold 1-Ply Towels 250 Sheets/Pack - 16 Packs/Carton Natural
Genuine Joe$32.903.8★
What buyers say about bulk paper towels by the case
What buyers praise and complain about, mined from review topics.What buyers love
“Great Deal”
“The quality is solid for the price”
“Really absorbent”
“Accurate description”
“They clean well”
“I like the size of the packages”
“theyve been very reliable”
“Easy to use”
“Absorbs well for its thickness”
“They are soft”
What buyers complain about
“just not as thick as they advertise”
“Awful quality”
“Bad absorbency”
“Very expensive”
“these fell short”
“Not the best for cleaning”
“They are flimsy”
“It is not soft”
“Extremely thin”
“falling apart”
Top return reasons
Common questions
- Is bulk paper towels by the case profitable to sell on Amazon United States?
- The niche generates $136K/yr across 26 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +8.4%. Flapen's verdict: Worth a look (54/100).
- How competitive is the bulk paper towels by the case niche?
- 8 brands and 144 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 96% of demand.
- What do buyers complain about in bulk paper towels by the case?
- Top complaints mined from reviews: Thickness, Quality-Overall, Absorbency. The return rate is 0.1%.
- When does demand for bulk paper towels by the case peak?
- Demand peaks in Aug–Oct; the busiest month runs 2.5× the quietest.
- What does it cost to enter the bulk paper towels by the case niche?
- Listings span $14.05–$132.54; the average listing price is $37.56 (sweet spot $15–$100). The average incumbent carries 13,963 reviews — the moat a new listing must climb.