scented toilet paper
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible13.9%search→purchase rate — share of searches ending in a sale
Avg price
Great$19.33avg listing price — sweet spot $15–$100
Price range
Good$5.92–$40.91cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay$238K$238K/yr · 89K searches
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Competition
Bad85%top-5 click share — a locked-up shelf
Growth
Bad-28.5%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
Review moat
Bad89,969.45avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, scented toilet paper is a $238K/yr Amazon United States market (89K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Mar. Verdict: Skip it — 40/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
scented toilet paper market data
- Units sold / yr
- 10K–13K
- avg 750–1,000/product
- Revenue / yr
- $193K–$242K
- units × avg price
- Conversion rate
- 13.9%
- Avg BSR
- #17
- Page quality
- 0%
- Prime
- 82%
- Sponsored
- 91%
- Out of stock
- 0.0%
- Avg brand age
- 66 months
- Avg seller age
- 139 days
Competition & brand share
The top 5 products capture 85% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 falling
Sellers
63
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
85%
Top 20: 100%
Open market
0%
- Angel Soft52%
- Scott45%
- Quilted Northern2%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 103 weeks — -28.5% search growth over the last 90 days.Peak months: Mar · busiest ÷ quietest = 8.8×
Top scented toilet paper search terms
- scented toilet paper29K/yr
- lavender toilet paper9K/yr
- toilet paper scented9K/yr
- scott comfort plus mega rolls12K/yr
- angel soft lavender toilet paper6K/yr
- toilet paper lavender4K/yr
- scott comfort plus toilet paper mega roll6K/yr
- scott toilet paper mega rolls4K/yr
- scott mega roll toilet paper8K/yr
- toilet paper lavender scented2K/yr
Top scented toilet paper 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 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Angel Soft Toilet Paper with Fresh Lavender Scented Tube 8 Mega Rolls = 32 Regular Rolls Soft and Strong Toilet Tissue
Angel Soft$7.514.6★32,293 rev
Scott ComfortPlus Toilet Paper with Soft Lavender Scented Tube 12 Mega Rolls 310 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue
Scott$8.074.6★143,774 rev
Angel Soft Toilet Paper with Fresh Lavender Scented Tube 48 Mega Rolls = 192 Regular Rolls Soft and Strong Toilet Tissue
Angel Soft$35.244.6★32,293 rev
Angel Soft Toilet Paper with Fresh Linen Scented Tube 8 Mega Rolls = 32 Regular Rolls Soft and Strong Toilet Tissue
Angel Soft$7.924.6★51,907 rev
Scott ComfortPlus Toilet Paper 36 Mega Rolls (2 Packs of 18) 425 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue
Scott$40.914.7★4,497 rev
Newest
by launch date
Scott ComfortPlus Toilet Paper 2 Packs of 18 Mega Rolls 310 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue
Scott$28.81143,774 rev
Scott ComfortPlus Toilet Paper 48 Triple Rolls 231 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue
Scott$20.42143,774 rev
Scott ComfortPlus Toilet Paper with Soft Lavender Scented Tube 12 Mega Rolls 310 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue
Scott$8.07143,774 rev
Scott ComfortPlus Toilet Paper 36 Triple Rolls 231 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue
Scott$16.24143,774 rev
Quilted Northern Ultra Plush Toilet Paper 6 Mega Rolls = 24 Regular Rolls 3X Thicker* 3 Ply Soft Toilet Tissue
Quilted Northern$6.8897,897 rev
Trending
90-day click momentumScott ComfortPlus Toilet Paper 48 Triple Rolls 231 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue
Scott$20.424.6★
Angel Soft Toilet Paper with Fresh Lavender Scented Tube 8 Mega Rolls = 32 Regular Rolls Soft and Strong Toilet Tissue
Angel Soft$7.514.6★
Scott ComfortPlus Toilet Paper 36 Mega Rolls (2 Packs of 18) 425 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue
Scott$40.914.7★
Angel Soft Toilet Paper with Fresh Lavender Scented Tube 48 Mega Rolls = 192 Regular Rolls Soft and Strong Toilet Tissue
Angel Soft$35.244.6★
Angel Soft Toilet Paper with Fresh Linen Scented Tube 8 Mega Rolls = 32 Regular Rolls Soft and Strong Toilet Tissue
Angel Soft$7.924.6★
What buyers say about scented toilet paper
What buyers praise and complain about, mined from review topics.What buyers love
“Very affordable”
“Soft as cotton”
“Best quality”
“durable all without worrying about clogging your toilet”
“- exactly like picture”
“Good thickness”
“Nice smell”
“Affordable comfort”
“Great cleaning”
“Soft but Strong”
What buyers complain about
“Very big”
“its toilet paper is thick”
“Not soft”
“Cheap quality”
“Price gouging”
“the scent is nauseating”
“False Advertisement”
“breaks easily”
“too flimsy”
“Product seems to have changed super thin and rough”
Top return reasons
Common questions
- Is scented toilet paper profitable to sell on Amazon United States?
- The niche generates $238K/yr across 11 tracked products. 90-day search growth is -28.5%. Flapen's verdict: Skip it (40/100).
- How competitive is the scented toilet paper niche?
- 3 brands and 63 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in scented toilet paper?
- Top complaints mined from reviews: Size-Overall, Thickness, Hard Feel. The return rate is 0.1%.
- When does demand for scented toilet paper peak?
- Demand peaks in Mar; the busiest month runs 8.8× the quietest.
- What does it cost to enter the scented toilet paper niche?
- Listings span $5.92–$40.91; the average listing price is $19.33 (sweet spot $15–$100). The average incumbent carries 89,969 reviews — the moat a new listing must climb.