---
title: "Individually Wrapped Paper Towels — Amazon US Product Research"
canonical_url: "https://flapen.com/research/us/health-household/individually-wrapped-paper-towels"
last_updated: "2026-08-12T11:12:26.717Z"
locale: en
meta:
description: "Amazon product research for individually wrapped paper towels: demand, competition, pricing, reviews & the verdict. Know if it's worth selling — Flapen."
"og:description": "Amazon product research for individually wrapped paper towels: demand, competition, pricing, reviews & the verdict. Know if it's worth selling — Flapen."
"og:title": "Individually Wrapped Paper Towels — Amazon US Product Research"
---
# **Individually Wrapped Paper Towels**
**Worth a look**
Shows low returns (0.1%), but a deep review moat (50,749 avg reviews) keeps it on the watch list.
Market size 24Growth 30Conversion 97Competition 57Returns 100Price range 86Avg price 95Brand share 47Review moat 0Quality gap 37
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****15.5%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Incredible****$34.98**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$7.43–$71.40**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****51%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****77%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.5★**
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**
**Bad****50,748.61**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
800600Spike '24Holiday '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul, Aug · busiest ÷ quietest = 1.9×
[**Open Trend **](https://flapen.com/research/us/health-household/individually-wrapped-paper-towels/trend)
## **Top individually wrapped paper towels search terms shoppers use**
The exact queries shoppers type, with yearly volume, growth and conversion.
- **bulk paper towels**5K/yr-13.1%23.8% conv. - **bulk paper towels 24 pack**3K/yr+12.4%13.9% conv. - **paper towels 30 rolls**4K/yr+18.8%12.0% conv. - **paper towel case**3K/yr+24.0%7.9% conv. - **pom paper towels**2K/yr-9.4%8.5% conv. [**All search terms **](https://flapen.com/research/us/health-household/individually-wrapped-paper-towels/search-terms)
## **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.
0%4%$4K8%$8K12%$11K16%$15K101001K10K100K1.0M 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**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**4.7★53,392 rev](https://www.amazon.com/dp/B09R4WJ2HG) [2**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**$21.21**4.1★72,217 rev](https://www.amazon.com/dp/B09BWFX1L6) [3**Scott Paper Towels Choose-A-Sheet 30 Double Rolls = 60 Regular Rolls (108 Sheets Per Roll)**Scott**$30.63**4.6★44,324 rev](https://www.amazon.com/dp/B0DK7RYPX2) [4**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) [5**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**$42.31**4.5★6,185 rev](https://www.amazon.com/dp/B0040ZFRSQ)
**~~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 Double Rolls = 24 Regular Rolls Strong Absorbent and Durable with 3 Sheet Sizes**Brawny**$19.89**18,158 rev5mo ago](https://www.amazon.com/dp/B0G8KVJ55R) [**Sparkle Tear-A-Square Paper Towels 12 Double Rolls - Strong 2-Ply Towels for Kitchen Cleanup and Everyday Messes**SPARKLE**$13.01**54,995 rev11mo ago](https://www.amazon.com/dp/B0FN5154SV) [**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)
**~~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★**▲ 255%**](https://www.amazon.com/dp/B0G75TBVV1) [**Scott Paper Towels Task Size 30 Family Double Rolls (119 Sheets Per Roll)**Scott**$31.88**4.6★**▲ 254%**](https://www.amazon.com/dp/B0G7698CQ8) [**Sparkle Tear-A-Square Paper Towels 12 Double Rolls - Strong 2-Ply Towels for Kitchen Cleanup and Everyday Messes**SPARKLE**$13.01**4.6★**▲ 216%**](https://www.amazon.com/dp/B0FN5154SV) [**Genuine Joe Household Paper Towels 2-Ply 11 x 4.4 200 Sheets/Roll (Pack of 24)**Genuine Joe**$34.37**4.0★**▲ 88%**](https://www.amazon.com/dp/B00HX4FJAW) [**Bounty Quick-Size Paper Towels White 8 Family Triple Rolls = 27 Regular Rolls**Bounty**$29.52**4.8★**▲ 84%**](https://www.amazon.com/dp/B0DQYP1L95)
**~~View all trending →~~**
## **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 **
**Value For Money**26%
*“They are affordable”*
**Quality-Overall**20%
*“The paper quality is good enough”*
**Absorbency**9%
*“Absorbency is great”*
**Ease Of Cleaning**6%
*“Great for cleaning”*
**Advertised Vs Actual Product**5%
*“Accurate description”*
**Durability**5%
*“hold up well”*
**Size-Overall**3%
*“Great for big”*
**Strength**3%
*“they're stronger than the ones you get in the local grocery store”*
**Thickness**3%
*“The thickness is good”*
**Ease Of Use**2%
*“Very handy”*
### **What buyers complain about **
**Thickness**23%
*“just not as thick as they advertise”*
**Quality-Overall**23%
*“Cheap Quality”*
**Absorbency**11%
*“Bad absorbency”*
**Value For Money**8%
*“Very expensive”*
**Size-Overall**4%
*“a little small”*
**Ease Of Cleaning**3%
*“Not the best for cleaning”*
**Hard Feel**3%
*“It is not soft”*
**Strength**2%
*“They are flimsy”*
**Advertised Vs Actual Product**2%
*“False advertising”*
**Durability**2%
*“Broke so easily”*
### **Top return reasons **
**Size-Overall**13%
**Quality-Overall**13%
**Value For Money**13%
**Color**13%
**Advertised Vs Actual Product**12%
**Thin**6%
**Absorbency**6%
**Smell**3%
**Thickness**3%
**Material Quality**2%
## **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.
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