Is kirkland paper towels profitable to sell on Amazon United States?

The niche generates $245K/yr across 11 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -3.9%. Flapen's verdict: Skip it (42/100).

How competitive is the kirkland paper towels niche?

8 brands and 88 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 93% of demand.

What do buyers complain about in kirkland paper towels?

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

When does demand for kirkland paper towels peak?

Demand peaks in Jul–Oct–Nov–Dec; the busiest month runs 38.9× the quietest.

What does it cost to enter the kirkland paper towels niche?

Listings span $19.89–$75.59; the average listing price is $33.77 (sweet spot $15–$100). The average incumbent carries 68,143 reviews — the moat a new listing must climb.

Kirkland Paper Towels

Skip it

A deep review moat (68,143 avg reviews) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Avg price

Incredible$33.77

avg listing price — sweet spot $15–$100

Price range

Incredible$19.89–$75.59

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

Conversion

Good6.0%

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

Market size

Okay$245K

$245K/yr · 120K searches

Growth

Bad-3.9%

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

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Brand share

Bad93%

top-5 brand share — brand-locked demand

Competition

Bad85%

top-5 click share — a locked-up shelf

Review moat

Bad68,142.91

avg incumbent reviews — the moat a new listing must climb

Signals Low Review Barrier

Is kirkland paper towels profitable on Amazon?

According to Flapen's Amazon United States niche tracking, kirkland paper towels is a $245K/yr Amazon United States market (120K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Jul–Oct–Nov–Dec. Verdict: Skip it — 42/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

kirkland paper towels market size & sales

Units sold, revenue, conversion and listing quality across the tracked shelf.

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: $270K–$338K; units × avg price
Conversion rate: 6.0%
Avg BSR: #202
Page quality: 0%
Prime: 64%
Sponsored: 73%
Out of stock: 0.0%
Avg brand age: 73 months
Avg seller age: 159 days

Competition: brands, sellers & click share

The top 5 products capture 85% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 falling

Sellers

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

85%

Top 20: 100%

Open market

Worldwide Nutrition37%
KIRKLAND34%
Bounty13%
Amazon Basics5%
Brawny5%
SPARKLE3%
Open — no brand owns it (2 brands, 4%)

kirkland paper towels demand & seasonality

Weekly Amazon search volume, last 104 weeks — -3.9% search growth over the last 90 days.

Peak months: Jul, Oct, Nov, Dec · busiest ÷ quietest = 38.9×

Open Trend

Top kirkland paper towels search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

kirkland paper towels81K/yr -3.1%4.7% conv.
paper towels kirkland11K/yr +7.2%4.5% conv.
costco paper towels6K/yr -3.7%3.5% conv.
kirkland paper towels 24 rolls jumbo7K/yr +9.6%5.2% conv.
kirkland paper towels 12 rolls7K/yr -37.5%5.4% conv.
costco paper towels kirkland4K/yr -14.9%6.2% conv.
kirkland paper towel2K/yr +2.4%3.8% conv.
kirkland signature paper towels2K/yr +7.5%2.8% conv.

All search terms

Top kirkland 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

All 11 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Worldwide Nutrition Bundle Compatible with Kirkland Premium Paper Towels Strong Thick and Absorbent Bulk Paper Towels 6 Rolls 160 Sheets Per Roll 2-Ply and Multi-Purpose Key Chain White

Worldwide Nutrition$24.414.4★60 rev

Kirkland Signature Premium Big Roll Paper Towels 24 Rolls 160 Sheets Each 3840 Sheets Total Thick and Strong C-Fold Wipe Surface

KIRKLAND$75.594.7★107 rev

Bounty Select-A-Size Paper Towels White 8 Triple Rolls = 24 Regular Roll

Bounty$22.414.8★20,287 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

Brawny Tear-A-Square 3-Ply Paper Towels 12 Double Rolls = 24 Regular Rolls Strong Absorbent and Durable with 3 Sheet Sizes

Brawny$19.894.8★18,158 rev

Newest

by launch date

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

5mo ago

Paper Towels 2-Ply 160 Sheets Per Roll 12 Rolls

Generic$37.950 rev

9mo ago

Bounty Select-A-Size Paper Towels White 8 Triple Rolls = 24 Regular Roll

Bounty$22.4120,287 rev

1y ago

Bounty Quick-Size Paper Towels White 8 Family Triple Rolls = 27 Regular Rolls

Bounty$29.52234,395 rev

1y ago

Worldwide Nutrition Bundle Compatible with Kirkland Premium Paper Towels Strong Thick and Absorbent Bulk Paper Towels 6 Rolls 160 Sheets Per Roll 2-Ply and Multi-Purpose Key Chain White

Worldwide Nutrition$24.4160 rev

2y ago

What reviews say buyers love and hate about kirkland paper towels

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

What buyers love

Value For Money24%

“Great Deal”

Quality-Overall20%

“These paper towels are great quality”

Absorbency10%

“Highly Absorbent”

Advertised Vs Actual Product7%

“Accurate description”

Ease Of Cleaning7%

“they clean super well”

Durability5%

“It doesnt break easily”

Size-Overall4%

“Just the right size”

Thickness3%

“The towel is the right thickness”

Strength3%

“they stay strong”

Ease Of Use3%

“Very handy”

What buyers complain about

Quality-Overall26%

“Cheap Quality”

Thickness20%

“Not thick”

Absorbency12%

“Bad absorbency”

Value For Money9%

“Not Worth It”

Ease Of Cleaning4%

“Create a mess”

Size-Overall3%

“larger than I expected”

Hard Feel3%

“It is not soft”

Smell2%

“Smells Bad”

Strength2%

“Cheap and flimsy”

Thin2%

“Too thin”

Top return reasons

Value For Money16%

Quality-Overall15%

Advertised Vs Actual Product11%

Size-Overall10%

Absorbency9%

Thin8%

Smell6%

Thickness4%

Moist/Dry3%

Functionality-Overall3%

Common kirkland paper towels questions

Is kirkland paper towels profitable to sell on Amazon United States?: The niche generates $245K/yr across 11 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -3.9%. Flapen's verdict: Skip it (42/100).
How competitive is the kirkland paper towels niche?: 8 brands and 88 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 93% of demand.
What do buyers complain about in kirkland paper towels?: Top complaints mined from reviews: Quality-Overall, Thickness, Absorbency. The return rate is 0.1%.
When does demand for kirkland paper towels peak?: Demand peaks in Jul–Oct–Nov–Dec; the busiest month runs 38.9× the quietest.
What does it cost to enter the kirkland paper towels niche?: Listings span $19.89–$75.59; the average listing price is $33.77 (sweet spot $15–$100). The average incumbent carries 68,143 reviews — the moat a new listing must climb.