Napkins
FailThe top 5 brands take 100% of clicks, so Napkins is a Fail.
- Flapen Score
- 45 / 100Ranks 9,665 of 14,768 Health & Household niches · −4 vs the category median of 4945
- Market size
- $7.7M/yr7.2M searches / yr
- 90-day growth
- +10.8%search demand this quarter
- Competition
- 91%top-5 click share · 4 brands · 596 sellers
Flapen Score
Napkins against its category
The dotted line is the Health & Household average. Past it, Napkins is stronger. Inside it, weaker.
Market
The Napkins market on Amazon at a glance
Shoppers on Amazon United States searched for Napkins 7.2M times last year and spent an estimated $7.7M. All 4 brands take every click. Flapen scores it 45 out of 100, a Fail.
01 · Demand
An estimated 20.6% of those searches ended in a purchase.
Shoppers searched for this 7.2M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 20.6% of those searches ended in a purchase. Searches in the last 90 days moved +10.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated $7.7M a year.
- Searches, last 12 months
- 7.2M
- Growth, 90 days vs prior 90
- +10.8%
- Conversion, latest week
- 20.6%
- Market size, estimated
- $7.7Ma year
- Peak month
- November1.2× the quietest month
- Top search term
- napkins3.6M searches a year
02 · Price
A sale here is worth $5.24.
Listings sell for $5.24 on average, from $2.90 to $10.06. Amazon reports units sold in ranges, and this niche reaches the top one: 1,000,000 units or more a year. The average listing sells 125,000 to 150,000 of them. At $5.24 that is $655K to $786K a year per listing.
- Average price
- $5.24under the $15 to $100 sweet spot
- Price range
- $2.90–$10.06
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 1,000,000 or moreAmazon's top range
- Units per listing a year
- 125,000–150,000
- Revenue per listing a year
- $655K–$786K
- Returns
- 0.1%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
71% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #4 within Disposable Napkins. It carries 22,002 reviews at 4.73 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 71%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #4in Disposable Napkins
- Average rating
- 4.73 starsAmazon United States average 4.42 stars
- Average reviews
- 22,002per listing
- Listings tracked
- 7
04 · Newcomers
2 of last year's 2 launches cleared the first-year sales bar.
2 products launched here in the last 12 months. 2 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 44 months on average, so the names here are settling in.
- Launched, last 12 months
- 2
- Successful launches
- 2Amazon's first-year sales bar
- Average brand age
- 44 months
Products
Top Napkins products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 21, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Amazon Basics Everyday Paper Napkins 400 Count
- Price
- $5.00
- Rating
- 4.5/5
- Reviews
- 2,257
- Age
- 9mo ago
Bounty Paper Napkins White 200 Count Packaging may vary
- Price
- $3.36
- Rating
- 4.8/5
- Reviews
- 40,635
- Age
- 14y ago
Bounty Paper Napkins White 400 Count
- Price
- $6.23
- Rating
- 4.8/5
- Reviews
- 40,635
- Age
- 12y ago
Vanity Fair Everyday Paper Napkins 200 Count Disposable Napkins Made Soft And Smooth For Everyday Meals
- Price
- $5.94
- Rating
- 4.8/5
- Reviews
- 23,314
- Age
- 11y ago
Vanity Fair Everyday Paper Napkins 100 Count Disposable Napkins Made Soft And Smooth For Everyday Meals
- Price
- $2.90
- Rating
- 4.8/5
- Reviews
- 23,314
- Age
- 22y ago
Trending
estimated 90-day click momentum
Vanity Fair Everyday Paper Napkins 400 Count Disposable Napkins Made Soft And Smooth For Everyday Meals
- Price
- $10.06
- Rating
- 4.8/5
- Reviews
- 23,314
- Age
- 11mo ago
Amazon Basics Everyday Paper Napkins 400 Count
- Price
- $5.00
- Rating
- 4.5/5
- Reviews
- 2,257
- Age
- 9mo ago
365 by Whole Foods Market Dinner Napkins 2-Ply 100 Count
- Price
- $3.16
- Rating
- 4.6/5
- Reviews
- 543
- Age
- 3y ago
Vanity Fair Everyday Paper Napkins 100 Count Disposable Napkins Made Soft And Smooth For Everyday Meals
- Price
- $2.90
- Rating
- 4.8/5
- Reviews
- 23,314
- Age
- 22y ago
Bounty Paper Napkins White 200 Count Packaging may vary
- Price
- $3.36
- Rating
- 4.8/5
- Reviews
- 40,635
- Age
- 14y ago
Newest
by launch dateAmazon Basics Everyday Paper Napkins 400 Count
- Price
- $5.00
- Rating
- 4.5/5
- Reviews
- 2,257
- Age
- 9mo ago
Vanity Fair Everyday Paper Napkins 400 Count Disposable Napkins Made Soft And Smooth For Everyday Meals
- Price
- $10.06
- Rating
- 4.8/5
- Reviews
- 23,314
- Age
- 11mo ago
365 by Whole Foods Market Dinner Napkins 2-Ply 100 Count
- Price
- $3.16
- Rating
- 4.6/5
- Reviews
- 543
- Age
- 3y ago
Vanity Fair Everyday Paper Napkins 200 Count Disposable Napkins Made Soft And Smooth For Everyday Meals
- Price
- $5.94
- Rating
- 4.8/5
- Reviews
- 23,314
- Age
- 11y ago
Bounty Paper Napkins White 400 Count
- Price
- $6.23
- Rating
- 4.8/5
- Reviews
- 40,635
- Age
- 12y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 91% of clicks. A locked shelf that new listings rarely crack.
Brands
4 rising
Sellers
596
Est. top-5 brand share
100%
Top 20: 100%
Est. top-5 click share
91%
Top 20: 100%
Open market
0%
- Bounty40%
- Amazon Basics33%
- Vanity Fair22%
- 365 by Whole Foods Market4%
- Open — no brand owns it (0%)
Demand
Napkins search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.2×
Search terms
Top Napkins search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- napkins3.6M/yr
- paper napkins596K/yr
- napkins everyday478K/yr
- napkins disposable426K/yr
- dinner napkins373K/yr
- party napkins211K/yr
- bounty napkins218K/yr
- servilletas de papel187K/yr
- napkin177K/yr
- napkins for wedding116K/yr
Reviews and returns
What reviews say buyers love and hate about Napkins
We read the reviews and the return reasons for every product selling here.
“Much thinner than the name brand”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
16 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Napkins questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data