paper towels individually wrapped
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible13.7%search→purchase rate — share of searches ending in a sale
Avg price
Incredible$36.36avg listing price — sweet spot $15–$100
Competition
Good44%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Price range
Good$1.75–$132.54cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay$255K$255K/yr · 51K searches
Growth
Okay+3.0%90-day search growth — must beat 0% to launch
Brand share
Bad91%top-5 brand share — brand-locked demand
Review moat
Bad19,125.23avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, paper towels individually wrapped is a $255K/yr Amazon United States market (51K searches/yr). The top 5 brands hold 91% of demand. Verdict: Worth a look — 59/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
paper towels individually wrapped market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- $291K–$364K
- units × avg price
- Conversion rate
- 13.7%
- Avg BSR
- #460
- Page quality
- 0%
- Prime
- 77%
- Sponsored
- 83%
- Out of stock
- 0.0%
- Avg brand age
- 74 months
- Avg seller age
- 151 days
Competition & brand share
The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.Brands
11 rising
Sellers
744
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
44%
Top 20: 90%
Open market
7%
- Genuine Joe57%
- Georgia-Pacific13%
- AmazonCommercial9%
- Bounty7%
- Tork5%
- Scott Professional3%
- Open — no brand owns it (5 brands, 7%)
Demand
Weekly Amazon search volume, last 11 weeks — +3.0% search growth over the last 90 days.Top paper towels individually wrapped search terms
- genuine joe multifold paper towels15K/yr
- genuine joe paper towels12K/yr
- paper towels individually wrapped14K/yr
- individually wrapped paper towels10K/yr
Top paper towels individually wrapped products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Genuine Joe Multifold Hand Towels 9.5 x 9.10 1-Ply White 250/Pack 16 Count
Genuine Joe$28.894.7★7,559 rev
Genuine Joe-GJO24080 2-Ply Household Roll Paper Towels (Pack of 30) - WHITE
Genuine Joe$32.984.0★3,547 rev
Pacific Blue Select by Georgia-Pacific PRO 2-Ply Perforated Roll Paper Towels Individually Wrapped White 85 Sheets Per Roll 30 Rolls Per Case 27385
Georgia-Pacific$42.314.5★6,185 rev
Bounty Select-A-Size Paper Towels 1992 Count
Bounty$59.494.8★84,125 rev
Genuine Joe GJO21100 Multifold Towels 9.5 x 9.10 pack of 16 - (2 Pack)
Genuine Joe$68.294.3★36 rev
Newest
by launch date
365 by Whole Foods Market 100% Recycled Jumbo Paper Towels Ultra-Strong 135 Sheets per Roll 1 Count
365 by Whole Foods Market$1.7514,648 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$21.2172,217 rev
Genuine Joe 21040 Multifold 1-Ply Towels 250 Sheets/Pack - 16 Packs/Carton Natural
Genuine Joe$32.9017 rev
Bounty Select-A-Size Paper Towels 1992 Count
Bounty$59.4984,125 rev
AmazonCommercial 2-Ply White Adapt-a-Size Kitchen Paper Towels Absorbent Thick Individually Wrapped 140 Towels per Roll (12 Rolls) 1 680 Sheets Total
AmazonCommercial$31.4010,824 rev
Trending
90-day click momentum
AmazonCommercial 2-Ply White XL Multifold Paper Towels Absorbent Compatible with Universal Dispensers FSC Certified 115 Sheets per Pack (16 Packs)
AmazonCommercial$30.074.5★
AmazonCommercial 2-Ply White Adapt-a-Size Kitchen Paper Towels Absorbent Thick Individually Wrapped 140 Towels per Roll (30 Rolls) 4200 Count
AmazonCommercial$40.274.5★
Genuine Joe Household Paper Towels 2-Ply 11 x 4.4 200 Sheets/Roll (Pack of 24)
Genuine Joe$34.374.0★
Genuine Joe 21040 Multifold 1-Ply Towels 250 Sheets/Pack - 16 Packs/Carton Natural
Genuine Joe$32.903.8★
Genuine Joe Multifold Towels
Genuine Joe$132.544.0★
What buyers say about paper towels individually wrapped
What buyers praise and complain about, mined from review topics.What buyers love
“fair price”
“The quality is solid for the price”
“Extremely absorbent”
“Accurate description”
“Easy to clean”
“hold up well overall”
“Easy storage and use”
“They are soft and very absorbent”
“thick enough to dry”
“A good size”
What buyers complain about
“Not thick”
“Cheap Quality”
“Bad absorbency”
“Not Worth It”
“Way Too large”
“doesnt clean well”
“Extremely thin”
“Thin and flimsy”
“falling apart”
“Not Soft”
Top return reasons
Common questions
- Is paper towels individually wrapped profitable to sell on Amazon United States?
- The niche generates $255K/yr across 30 tracked products. 90-day search growth is +3.0%. Flapen's verdict: Worth a look (59/100).
- How competitive is the paper towels individually wrapped niche?
- 11 brands and 744 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 91% of demand.
- What do buyers complain about in paper towels individually wrapped?
- Top complaints mined from reviews: Thickness, Quality-Overall, Absorbency. The return rate is 0.1%.
- What does it cost to enter the paper towels individually wrapped niche?
- Listings span $1.75–$132.54; the average listing price is $36.36 (sweet spot $15–$100). The average incumbent carries 19,125 reviews — the moat a new listing must climb.