Is Paper Towels profitable to sell on Amazon United States?

Flapen scores Paper Towels 59 out of 100 on Amazon United States, a Maybe. Shoppers spend $138.5M a year across 30 tracked products. 5 of the 5 products launched in the last year cleared the first-year sales bar. Search demand grew +6.0% in the last 90 days.

How competitive is the Paper Towels niche on Amazon United States?

8 brands and 642 sellers compete in Paper Towels on Amazon United States. The top 5 Paper Towels products take 54% of clicks, and the top 5 brands take 94%.

What do buyers complain about in Paper Towels?

Paper Towels buyers on Amazon United States complain most about Thickness, Quality-Overall, and Absorbency. An estimated 0.1% of orders come back.

When does demand for Paper Towels peak?

Search demand for Paper Towels on Amazon United States is steady all year. The busiest month runs 1.4× the quietest.

What does it cost to enter the Paper Towels niche?

Paper Towels sells for $16.44 on average on Amazon United States, inside the $15 to $100 sweet spot. Listings run $1.75 to $41.48. The average product has 69,973 reviews, the count a new listing must catch up to.

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

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

Competition: brands, sellers & click share

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

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 flat

Sellers

642

Est. top-5 brand share

94%

Top 20: 100%

Est. top-5 click share

54%

Top 20: 91%

Open market

Bounty30%
SPARKLE23%
Scott17%
Amazon Basics17%
Brawny7%
365 by Whole Foods Market3%
Open — no brand owns it (2 brands, 3%)

Demand

Paper Towels search demand

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

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

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

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FAQ

Common Paper Towels 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

Categories

Paper Towels

Paper Towels against its category

The Paper Towels market on Amazon at a glance