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

The niche generates $9.4M/yr across 25 tracked products. 90-day search growth is +7.0%. Flapen's verdict: Launch it (65/100).

How competitive is the multifold paper towels niche?

10 brands and 170 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in multifold paper towels?

Top complaints mined from reviews: Thickness, Quality-Overall, Absorbency. The return rate is 0.2%.

When does demand for multifold paper towels peak?

Demand is steady year-round — the busiest month runs 1.2× the quietest.

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

Listings span $11.30–$65.31; the average listing price is $34.61 (sweet spot $15–$100). The average incumbent carries 6,543 reviews — the moat a new listing must climb.

Multifold Paper Towels

Launch it

A $9.4M/yr market growing +7.0% this quarter with returns at 0.2% — clears our launch bar.

Market size

Incredible$9.4M

$9.4M/yr · 1.2M searches

Conversion

Incredible22.6%

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

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Avg price

Incredible$34.61

avg listing price — sweet spot $15–$100

Price range

Great$11.30–$65.31

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Competition

Okay58%

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

Growth

Okay+7.0%

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

Brand share

Okay87%

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

Review moat

Bad6,542.92

avg incumbent reviews — the moat a new listing must climb

Is multifold paper towels profitable on Amazon?

According to Flapen's Amazon United States niche tracking, multifold paper towels is a $9.4M/yr Amazon United States market (1.2M searches/yr). The top 5 brands hold 87% of demand. Verdict: Launch it — 65/100.

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

multifold paper towels market size & sales

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

Units sold / yr: 300K–400K; avg 12,500–15,000/product
Revenue / yr: $10.4M–$13.8M; units × avg price
Conversion rate: 22.6%
Avg BSR: #51
Page quality: 0%
Prime: 96%
Sponsored: 96%
Out of stock: 0.0%
Avg brand age: 60 months
Avg seller age: 148 days

Competition: brands, sellers & click share

The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.

Brands

10 rising

Sellers

170

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

58%

Top 20: 95%

Open market

Tork38%
Scott Professional28%
AmazonCommercial8%
Kleenex7%
Georgia-Pacific7%
Perfect Stix4%
Open — no brand owns it (4 brands, 8%)

multifold paper towels demand & seasonality

Weekly Amazon search volume, last 104 weeks — +7.0% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.2×

Open Trend

Top multifold paper towels search terms shoppers use

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

trifold paper towels245K/yr +6.3%28.4% conv.
multifold paper towels189K/yr +0.2%16.9% conv.
c fold paper towels121K/yr +9.2%20.3% conv.
tri fold paper towels109K/yr +11.3%25.5% conv.
tork paper towels refills84K/yr +15.8%12.4% conv.
paper towels for dispenser68K/yr +16.1%10.1% conv.
folded paper towels56K/yr +17.8%13.1% conv.
commercial paper towels45K/yr +10.3%6.6% conv.
multi fold paper towels39K/yr -2.5%16.3% conv.
z fold paper towels31K/yr +19.5%16.0% conv.

All search terms

Top multifold 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★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Tork Multifold Hand Towel Natural 100% recycled FSC certified Compatible with H2 Dispensers 16 packs x 250 sheets (MK520A)

Tork$33.444.4★6,477 rev

Scott Professional Universal Multifold Paper Towels Bulk (01840) Absorbency Pockets 9.2 x 9.4 sheets Standard Tier Compressed White (250 Sheets/Pack 16 Packs/Case 4 000 Sheets/Case)

Scott Professional$35.874.4★9,145 rev

Tork Multifold Hand Towel White H2 Universal 100% Recycled Fibers 16 x 250 Towels MB540A

Tork$34.804.2★3,683 rev

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$37.054.6★23,171 rev

Scott Professional Universal Multifold Paper Towels Bulk (58091) Absorbency Pockets White 9.2x9.4 Towel White Compressed Compact Case (250 Sheets/Pack 12 Packs/Case 3 000 Sheet Total)

Scott Professional$31.094.4★9,145 rev

Newest

by launch date

Scott Professional Universal Multifold Paper Towels Bulk (58091) Absorbency Pockets White 9.2x9.4 Towel White Compressed Compact Case (250 Sheets/Pack 12 Packs/Case 3 000 Sheet Total)

Scott Professional$31.099,145 rev

1y ago

1InTheOffice Multifold Paper Towels Paper Hand Towels for Bathroom Folded Paper Towels 1-Ply 9 x 9.45 250 Towels/Pack 4 Pack

1InTheOffice$20.39212 rev

2y ago

Tork Soft Xpress Multifold Paper Hand Towels White H2 System Compatible 16 Packs X 135 Towels Each (MB579)

Tork$41.433,563 rev

5y ago

Perfect Stix - White MultiFold Paper Towels- Pack of 2-250ct. Total 500 Towels

Perfect Stix$11.304,951 rev

6y ago

AmazonCommercial 2-Ply White XL Multifold Paper Towels Absorbent Compatible with Universal Dispensers FSC Certified 115 Sheets per Pack (16 Packs)

AmazonCommercial$30.071,647 rev

6y ago

What reviews say buyers love and hate about multifold paper towels

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

What buyers love

Quality-Overall24%

“Good quality”

Value For Money17%

“Great Value”

Absorbency11%

“Extremely absorbent”

Advertised Vs Actual Product6%

“AS ADVERTISED”

Ease Of Use5%

“Easy To Use”

Durability5%

“holds up under daily use”

Ease Of Cleaning4%

“keeps things neat”

Size-Overall4%

“Perfect fit”

Thickness4%

“Nice thickness sheet”

Soft Feel2%

“Theyre soft and a little light weight”

What buyers complain about

Thickness28%

“they need to be thicker”

Quality-Overall22%

“Cheap Quality”

Absorbency9%

“Non absorbent”

Value For Money6%

“They're not the cheapest option”

Durability4%

“falling apart”

Strength3%

“They are flimsy”

Thin2%

“super thin”

Size-Overall2%

“The packs are tiny”

Smell2%

“They now also have an overwhelming chemical odor to them that wasn't there before”

Color2%

“They are not white”

Top return reasons

Size-Overall35%

Color12%

Quality-Overall9%

Advertised Vs Actual Product9%

Value For Money5%

Thin4%

Dispensing Mechanism3%

Absorbency3%

Material Quality2%

Thickness2%

Common multifold paper towels questions

Is multifold paper towels profitable to sell on Amazon United States?: The niche generates $9.4M/yr across 25 tracked products. 90-day search growth is +7.0%. Flapen's verdict: Launch it (65/100).
How competitive is the multifold paper towels niche?: 10 brands and 170 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 87% of demand.
What do buyers complain about in multifold paper towels?: Top complaints mined from reviews: Thickness, Quality-Overall, Absorbency. The return rate is 0.2%.
When does demand for multifold paper towels peak?: Demand is steady year-round — the busiest month runs 1.2× the quietest.
What does it cost to enter the multifold paper towels niche?: Listings span $11.30–$65.31; the average listing price is $34.61 (sweet spot $15–$100). The average incumbent carries 6,543 reviews — the moat a new listing must climb.