Individually Wrapped Paper Towels
Worth a lookShows low returns (0.1%), but a deep review moat (50,749 avg reviews) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible15.5%search→purchase rate — share of searches ending in a sale
Avg price
Incredible$34.98avg listing price — sweet spot $15–$100
Price range
Great$7.43–$71.40cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good51%top-5 click share — leaders hold, buyers still browse
Brand share
Okay77%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+3.9%90-day search growth — must beat 0% to launch
Market size
Bad$96K$96K/yr · 18K searches
Review moat
Bad50,748.61avg incumbent reviews — the moat a new listing must climb
Is individually wrapped paper towels profitable on Amazon?
According to Flapen's Amazon United States niche tracking, individually wrapped paper towels is a $96K/yr Amazon United States market (18K searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Jul–Aug. Verdict: Worth a look — 54/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
individually wrapped paper towels market size & sales
Units sold, revenue, conversion and listing quality across the tracked shelf.- Units sold / yr
- 4K–5K
- avg 100–250/product
- Revenue / yr
- $140K–$175K
- units × avg price
- Conversion rate
- 15.5%
- Avg BSR
- #50
- Page quality
- 0%
- Prime
- 86%
- Sponsored
- 93%
- Out of stock
- 0.3%
- Avg brand age
- 72 months
- Avg seller age
- 158 days
Competition: brands, sellers & click share
The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
173
Top-5 brand share
77%
Top 20: 100%
Top-5 click share
51%
Top 20: 93%
Open market
15%
- Scott21%
- Genuine Joe16%
- SPARKLE16%
- Georgia-Pacific12%
- Amazon Basics12%
- Bounty8%
- Open — no brand owns it (6 brands, 15%)
individually wrapped paper towels demand & seasonality
Weekly Amazon search volume, last 104 weeks — +3.9% search growth over the last 90 days.Peak months: Jul, Aug · busiest ÷ quietest = 1.9×
Top individually wrapped paper towels search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.- bulk paper towels5K/yr
- bulk paper towels 24 pack3K/yr
- paper towels 30 rolls4K/yr
- paper towel case3K/yr
- pom paper towels2K/yr
Top individually wrapped paper towels products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.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
Sparkle Pick-A-Size Paper Towels 24 Double Rolls (2 640 Sheets Total) - Strong 2-Ply Towels for Kitchen Cleanup and Everyday Messes
SPARKLE$30.034.7★53,392 rev
Amazon Basics 2-Ply Flex-Sheets Paper Towels 12 Basics Rolls = 40 Regular Rolls Everyday Value with 150 Sheets per Roll Packaging May Vary
Amazon Basics$21.214.1★72,217 rev
Scott Paper Towels Choose-A-Sheet 30 Double Rolls = 60 Regular Rolls (108 Sheets Per Roll)
Scott$30.634.6★44,324 rev
Genuine Joe-GJO24080 2-Ply Household Roll Paper Towels (Pack of 30) - WHITE
Genuine Joe$32.984.0★3,547 rev
Pacific Blue Select by Georgia-Pacific PRO 2-Ply Perforated Roll Paper Towels Individually Wrapped White 85 Sheets Per Roll 30 Rolls Per Case 27385
Georgia-Pacific$42.314.5★6,185 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 Double Rolls = 24 Regular Rolls Strong Absorbent and Durable with 3 Sheet Sizes
Brawny$19.8918,158 rev
Sparkle Tear-A-Square Paper Towels 12 Double Rolls - Strong 2-Ply Towels for Kitchen Cleanup and Everyday Messes
SPARKLE$13.0154,995 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
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★
Sparkle Tear-A-Square Paper Towels 12 Double Rolls - Strong 2-Ply Towels for Kitchen Cleanup and Everyday Messes
SPARKLE$13.014.6★
Genuine Joe Household Paper Towels 2-Ply 11 x 4.4 200 Sheets/Roll (Pack of 24)
Genuine Joe$34.374.0★
Bounty Quick-Size Paper Towels White 8 Family Triple Rolls = 27 Regular Rolls
Bounty$29.524.8★
What reviews say buyers love and hate about individually wrapped paper towels
What buyers praise and complain about, mined from review topics.What buyers love
“They are affordable”
“The paper quality is good enough”
“Absorbency is great”
“Great for cleaning”
“Accurate description”
“hold up well”
“Great for big”
“they're stronger than the ones you get in the local grocery store”
“The thickness is good”
“Very handy”
What buyers complain about
“just not as thick as they advertise”
“Cheap Quality”
“Bad absorbency”
“Very expensive”
“a little small”
“Not the best for cleaning”
“It is not soft”
“They are flimsy”
“False advertising”
“Broke so easily”
Top return reasons
Common individually wrapped paper towels questions
- Is individually wrapped paper towels profitable to sell on Amazon United States?
- The niche generates $96K/yr across 28 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +3.9%. Flapen's verdict: Worth a look (54/100).
- How competitive is the individually wrapped paper towels niche?
- 12 brands and 173 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 77% of demand.
- What do buyers complain about in individually wrapped paper towels?
- Top complaints mined from reviews: Thickness, Quality-Overall, Absorbency. The return rate is 0.1%.
- When does demand for individually wrapped paper towels peak?
- Demand peaks in Jul–Aug; the busiest month runs 1.9× the quietest.
- What does it cost to enter the individually wrapped paper towels niche?
- Listings span $7.43–$71.40; the average listing price is $34.98 (sweet spot $15–$100). The average incumbent carries 50,749 reviews — the moat a new listing must climb.