---
title: "Bulk Paper Towels By the Case — $136K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/bulk-paper-towels-by-the-case"
last_updated: "2026-08-10T10:19:30.592Z"
locale: en
meta:
description: "Niche score 54/100 · $136K/yr market · 27K searches/yr. Brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · $136K/yr market · 27K searches/yr. Brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Bulk Paper Towels By the Case — $136K/yr Amazon US Niche (2026) - Flapen"
---
# **bulk paper towels by the case**
**Worth a look**
Shows low returns (0.1%), but brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list.
Market size 30Growth 35Conversion 96Competition 54Returns 99Price range 72Avg price 95Brand share 9Review moat 20Quality gap 67
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****13.4%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Incredible****$37.56**
avg listing price — sweet spot $15–$100
**Price range**
**Good****$14.05–$132.54**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****53%**
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**
**Bad****13,962.77**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****96%**
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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KSpike '24Prime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Aug, Oct · busiest ÷ quietest = 2.5×
[**Open Trend **](https://flapen.com/research/us/health-household/bulk-paper-towels-by-the-case/trend)
## **Top bulk paper towels by the case search terms**
- **genuine joe paper towels**12K/yr+8.7%10.8% conv. - **genuine joe**7K/yr-3.8%6.0% conv. - **paper towels 30 rolls**4K/yr+18.8%10.8% conv. - **paper towel case**3K/yr+24.0%6.3% conv. - **bulk paper towels by the case 100 rolls**991/yr+21.8%5.3% conv. [**All search terms **](https://flapen.com/research/us/health-household/bulk-paper-towels-by-the-case/search-terms)
## **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.
0%10%$14K20%$27K30%$41K40%$54K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Genuine Joe-GJO24080 2-Ply Household Roll Paper Towels (Pack of 30) - WHITE**Genuine Joe**$32.98**4.0★3,547 rev](https://www.amazon.com/dp/B002M5XUNK) [2**Genuine Joe Multifold Hand Towels 9.5 x 9.10 1-Ply White 250/Pack 16 Count**Genuine Joe**$28.89**4.7★7,559 rev](https://www.amazon.com/dp/B000JCPU54) [3**Genuine Joe Kitchen Paper Towels 11 x 4.5 2-Ply 170 Sheets/Roll 30 Count**Genuine Joe**$34.53**4.0★3,547 rev](https://www.amazon.com/dp/B01FLNRU9E) [4**Genuine Joe C-Fold Hand Towels 1-Ply 10 x 13 2400 Sheets/Pack 12 Count**Genuine Joe**$27.32**4.0★1,954 rev](https://www.amazon.com/dp/B002Q3TYA6) [5**Genuine Joe Household Paper Towels 2-Ply 11 x 4.4 200 Sheets/Roll (Pack of 24)**Genuine Joe**$34.37**4.0★3,547 rev](https://www.amazon.com/dp/B00HX4FJAW)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Scott Paper Towels Task Size 30 Family Double Rolls (119 Sheets Per Roll)**Scott**$31.88**44,324 rev3mo ago](https://www.amazon.com/dp/B0G7698CQ8) [**Scott Paper Towels Task Size 24 Family Double Rolls (119 Sheets Per Roll)**Scott**$27.26**44,324 rev4mo ago](https://www.amazon.com/dp/B0G75TBVV1) [**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**$29.01**18,158 rev1y ago](https://www.amazon.com/dp/B0F5Z1W4Y1) [**Scott Paper Towels Choose-A-Sheet 30 Double Rolls = 60 Regular Rolls (108 Sheets Per Roll)**Scott**$30.63**44,324 rev1y ago](https://www.amazon.com/dp/B0DK7RYPX2) [**Sparkle Pick-A-Size Paper Towels 24 Double Rolls (2 640 Sheets Total) - Strong 2-Ply Towels for Kitchen Cleanup and Everyday Messes**SPARKLE**$30.03**53,392 rev4y ago](https://www.amazon.com/dp/B09R4WJ2HG)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Scott Paper Towels Task Size 24 Family Double Rolls (119 Sheets Per Roll)**Scott**$27.26**4.6★**▲ 279%**](https://www.amazon.com/dp/B0G75TBVV1) [**Scott Paper Towels Task Size 30 Family Double Rolls (119 Sheets Per Roll)**Scott**$31.88**4.6★**▲ 277%**](https://www.amazon.com/dp/B0G7698CQ8) [**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**$37.05**4.6★**▲ 118%**](https://www.amazon.com/dp/B004YK2KSM) [**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**$29.01**4.8★**▲ 81%**](https://www.amazon.com/dp/B0F5Z1W4Y1) [**Genuine Joe 21040 Multifold 1-Ply Towels 250 Sheets/Pack - 16 Packs/Carton Natural**Genuine Joe**$32.90**3.8★**▲ 63%**](https://www.amazon.com/dp/B00UGMI1VC)
**~~View all trending →~~**
## **What buyers say about bulk paper towels by the case**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**30%
*“Great Deal”*
**Quality-Overall**21%
*“The quality is solid for the price”*
**Absorbency**6%
*“Really absorbent”*
**Advertised Vs Actual Product**6%
*“Accurate description”*
**Ease Of Cleaning**5%
*“They clean well”*
**Size-Overall**3%
*“I like the size of the packages”*
**Durability**3%
*“theyve been very reliable”*
**Ease Of Use**2%
*“Easy to use”*
**Thickness**2%
*“Absorbs well for its thickness”*
**Soft Feel**2%
*“They are soft”*
### **What buyers complain about **
**Thickness**25%
*“just not as thick as they advertise”*
**Quality-Overall**25%
*“Awful quality”*
**Absorbency**11%
*“Bad absorbency”*
**Value For Money**6%
*“Very expensive”*
**Size-Overall**3%
*“these fell short”*
**Ease Of Cleaning**3%
*“Not the best for cleaning”*
**Strength**3%
*“They are flimsy”*
**Hard Feel**3%
*“It is not soft”*
**Thin**2%
*“Extremely thin”*
**Durability**2%
*“falling apart”*
### **Top return reasons **
**Size-Overall**16%
**Color**14%
**Quality-Overall**13%
**Advertised Vs Actual Product**9%
**Value For Money**7%
**Thin**6%
**Absorbency**6%
**Dispensing Mechanism**5%
**Thickness**3%
**Material Quality**2%
## **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.
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