Is bulk toilet paper by the case 100 rolls profitable to sell on Amazon United States?

The niche generates $459K/yr across 20 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -1.9%. Flapen's verdict: Worth a look (57/100).

How competitive is the bulk toilet paper by the case 100 rolls niche?

12 brands and 184 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 81% of demand.

What do buyers complain about in bulk toilet paper by the case 100 rolls?

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

When does demand for bulk toilet paper by the case 100 rolls peak?

Demand peaks in Oct; the busiest month runs 2.4× the quietest.

What does it cost to enter the bulk toilet paper by the case 100 rolls niche?

Listings span $26.06–$78.82; the average listing price is $48.53 (sweet spot $15–$100). The average incumbent carries 9,870 reviews — the moat a new listing must climb.

bulk toilet paper by the case 100 rolls

Worth a look

Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Price range

Incredible$26.06–$78.82

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

Avg price

Great$48.53

avg listing price — sweet spot $15–$100

Conversion

Great10.3%

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

Market size

Good$459K

$459K/yr · 92K searches

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Competition

Okay61%

top-5 click share — leaders hold, buyers still browse

Brand share

Okay81%

top-5 brand share — brands hold most of the demand

Growth

Bad-1.9%

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

Review moat

Bad9,870.05

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, bulk toilet paper by the case 100 rolls is a $459K/yr Amazon United States market (92K searches/yr). The top 5 brands hold 81% of demand. Demand peaks in Oct. Verdict: Worth a look — 57/100.

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

bulk toilet paper by the case 100 rolls market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: $388K–$485K; units × avg price
Conversion rate: 10.3%
Avg BSR: #448
Page quality: 0%
Prime: 95%
Sponsored: 95%
Out of stock: 0.0%
Avg brand age: 61 months
Avg seller age: 152 days

Competition & brand share

The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 falling

Sellers

184

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

61%

Top 20: 100%

Open market

13%

Scott Professional35%
Cottonelle Professional16%
AmazonCommercial14%
Genuine Joe9%
Amazon Aware7%
Georgia-Pacific7%
Open — no brand owns it (6 brands, 13%)

Demand & seasonality

Weekly Amazon search volume, last 101 weeks — -1.9% search growth over the last 90 days.

Peak months: Oct · busiest ÷ quietest = 2.4×

Open Trend

Top bulk toilet paper by the case 100 rolls search terms

individually wrapped toilet paper31K/yr +10.9%8.6% conv.
toilet paper individually wrapped rolls21K/yr -15.5%10.2% conv.
individual wrapped toilet paper5K/yr +23.2%7.9% conv.
toilet paper individually wrapped5K/yr +33.4%9.0% conv.
wrapped toilet paper6K/yr -4.5%8.9% conv.
individually wrapped toilet paper rolls6K/yr -24.7%8.3% conv.
toilet paper wrapped5K/yr -15.3%5.4% conv.
individually wrapped toilet paper bulk3K/yr -11.0%4.7% conv.
single wrapped toilet paper rolls4K/yr -24.5%4.4% conv.
individual toilet paper3K/yr +25.5%5.3% conv.

All search terms

Top bulk toilet paper by the case 100 rolls 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 20 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Scott Professional 100% Recycled Fiber Standard Roll Bulk Toilet Paper (13217) 2-Ply Elevated Design White Individually Wrapped (80 Rolls of 473 Sheets 37 840 Sheet Total)

Scott Professional$53.824.6★37,615 rev

Scott Professional Standard Roll Toilet Paper Bulk (13607) 2-Ply Elevated Design White Individually Wrapped Compact for Easy Storage (20 Rolls of 550 Sheets 11 000 Sheet Total)

Scott Professional$27.784.5★19,175 rev

AmazonCommercial 2-Ply Ultra Plus Toilet Paper Bath Tissue Soft and Strong Septic Safe Unscented 400 Sheets per Roll 80 Individually Wrapped Rolls for Business Use

AmazonCommercial$40.634.6★14,949 rev

Cottonelle Professional Standard Roll Toilet Paper Bulk (13135) 2-Ply White Compact for Easy Storage (20 Rolls of 451 Sheets 9 020 Sheet Total)

Cottonelle Professional$29.694.2★22,647 rev

Amazon Aware Bamboo 3-Ply Toilet Paper Unscented 24 Rolls FSC Certified 350 Sheets 8400 Count Pack of 24 Plastic-Free

Amazon Aware$29.504.6★6,223 rev

Newest

by launch date

Toilet Paper Bulk 2-Ply White 96 Individually Wrapped Rolls 400 Sheets per Roll (38 400 Total Sheets) 100% Recycled Commercial Bath Tissue Septic Safe Standard Roll for Office and Home

WipeSmith$47.3736 rev

3mo ago

Cottonelle Professional CleanCare Standard Roll Bulk Toilet Paper (58696) 2-Ply White Individually Wrapped (400 Sheets/Roll 40 Rolls/Case 16 000 Sheets/Case)

Cottonelle Professional$42.5921 rev

4mo ago

Genuine Joe Embossed Bath Tissue 2-Ply Septic Safe Individually Wrapped 4 x 3.75 400 Sheets/Roll 24 Count

Genuine Joe$26.264,349 rev

1y ago

GEN Standard Bath Tissue White Toilet Paper 2-Ply 4 x 3 400 Sheets/Roll Individually Wrapped Commercial Case of 96 Rolls Fits Standard-Roll Dispensers Strong and Reliable

GEN$41.09240 rev

1y ago

Who Gives A Crap 100% Bamboo Toilet Paper 16 Rolls 3 Ply 330 Sheets Long Strong & Soft Toilet Tissue Sustainable Biodegradable Renewable Tree Free Bathroom Tissue Made with Bamboo Fibers

Who Gives A Crap$41.911,882 rev

2y ago

What buyers say about bulk toilet paper by the case 100 rolls

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

What buyers love

Value For Money22%

“Very affordable”

Quality-Overall19%

“Best quality”

Eco Friendliness6%

“environmentally friendly”

Soft Feel6%

“Soft, absorbent”

Durability6%

“It does not break a part, rip or tear”

Thickness4%

“Long lasting thick its not to hard not to soft just right”

Advertised Vs Actual Product3%

“Works as expected”

Absorbency2%

“It is absorbent”

Strength2%

“Strong and doesnt leave dust fibers”

Comfort-Overall2%

“Comfort is great”

What buyers complain about

Thickness15%

“I will say its a little thicker than some other brands like Caboo which is like barely 1 ply in my opinion”

Quality-Overall12%

“Seemed low quality”

Size-Overall10%

“Way to small”

Hard Feel7%

“Not soft”

Value For Money7%

“Too Expensive”

Advertised Vs Actual Product4%

“Not as advertised”

Durability3%

“breaks apart so easily”

Ease Of Use3%

“Unable to use it”

Allergies3%

“Irritated my skin”

Ease Of Cleaning2%

“inadequate for cleaning skin without repeated use”

Top return reasons

Advertised Vs Actual Product17%

Size-Overall17%

Quality-Overall11%

Value For Money9%

Thin6%

Material Quality4%