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Paper Towels

Maybe

Shoppers spend an estimated $138.5M a year here. But the average product has 69,973 reviews to catch up to, so Paper Towels is a Maybe.

Flapen Score
59
59 / 100Top 13% of 14,768 Health & Household niches · +10 vs the category median of 49
Market size
$138.5M/yr31.3M searches / yr
90-day growth
+6.0%search demand this quarter
Competition
54%top-5 click share · 8 brands · 642 sellers

Flapen Score

Paper Towels against its category

The dotted line is the Health & Household average. Past it, Paper Towels is stronger. Inside it, weaker.

59Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average
See the method

Market

The Paper Towels market on Amazon at a glance

Shoppers on Amazon United States searched for Paper Towels 31.3M times last year and spent an estimated $138.5M. The top 5 brands take 94% of clicks. Flapen scores it 59 out of 100, a Maybe.

01 · Demand

An estimated 26.9% of those searches ended in a purchase.

Shoppers searched for this 31.3M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 26.9% of those searches ended in a purchase. Searches in the last 90 days moved +6.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated $138.5M a year.

Searches, last 12 months
31.3M
Growth, 90 days vs prior 90
+6.0%
Conversion, latest week
26.9%
Market size, estimated
$138.5Ma year
Peak month
October1.4× the quietest month
Top search term
paper towels26.4M searches a year

02 · Price

A sale here is worth $16.44.

Listings sell for $16.44 on average, from $1.75 to $41.48. 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 300,000 to 400,000 of them. At $16.44 that is $4.9M to $6.6M a year per listing.

Average price
$16.44inside the $15 to $100 sweet spot
Price range
$1.75–$41.48
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
300,000–400,000
Revenue per listing a year
$4.9M–$6.6M
Returns
0.1%of orders · Amazon United States median 2.1%

03 · Entry bar

The bar here is ads and reviews.

97% 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 #12 within Paper Towels. It carries 69,973 reviews at 4.65 stars, so a new listing needs social proof before a better product.

Sponsored listings
97%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#12in Paper Towels
Average rating
4.65 starsAmazon United States average 4.42 stars
Average reviews
69,973per listing
Listings tracked
30

04 · Newcomers

5 of last year's 5 launches cleared the first-year sales bar.

5 products launched here in the last 12 months. 5 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 57 months on average, so the names here are settling in.

Launched, last 12 months
5
Successful launches
5Amazon's first-year sales bar
Average brand age
57 months

Products

Top Paper Towels products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

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The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.

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Competition

Competition: brands, sellers & click share

The top 5 products take 54% of clicks. Leaders hold, but buyers still shop past them.

Brands

8 flat

Sellers

642

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

54%

Top 20: 91%

Open market

3%

  • Brand 130%
  • Brand 223%
  • Brand 317%
  • Brand 417%
  • Brand 57%
  • Brand 63%
  • Open — no brand owns it (2 brands, 3%)

Demand

Paper Towels search demand

Weekly searches over the year, seasonality beneath. Pick a range.

1.3M750KSpike '24Prime Day '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Paper Towels search terms shoppers use

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

  • paper towels26.4M/yr
  • paper towel1.7M/yr
  • paper towels bulk1.4M/yr
  • paper towels bulk prime deal392K/yr
  • papertowels177K/yr
  • bulk paper towels186K/yr
  • kitchen paper towels178K/yr
  • paper towels select a size148K/yr
  • papel toalla94K/yr
  • amazon paper towels117K/yr

Reviews and returns

What reviews say buyers love and hate about Paper Towels

We read the reviews and the return reasons for every product selling here.

25%of positive reviews mention “Value For Money”
23%of negative reviews mention “Thickness”
0.1%of orders come back
“Tube is thicker”
A buyer, on “Thickness”23% of negative reviews mention the same topic

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.

15 topics

NegativePositive

Keep looking

Related niches

Niches in the same category that score near this one. Research these next.

All Health & Household niches

FAQ

Common Paper Towels questions

Answered from the same tracked data.