---
title: "Scented Toilet Paper — $238K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/scented-toilet-paper"
last_updated: "2026-08-11T09:03:15.653Z"
locale: en
meta:
description: "Niche score 40/100 · $238K/yr market · 89K searches/yr · $19.33 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 40/100 · $238K/yr market · 89K searches/yr · $19.33 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Scented Toilet Paper — $238K/yr Amazon US Niche (2026) - Flapen"
---
# **scented toilet paper**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 45Growth 11Conversion 96Competition 12Returns 100Price range 74Avg price 86Brand share 0Review moat 0Quality gap 23
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****13.9%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****$19.33**
avg listing price — sweet spot $15–$100
**Price range**
**Good****$5.92–$40.91**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****$238K**
$238K/yr · 89K searches
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****85%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-28.5%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Review moat**
**Bad****89,969.45**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
25K15KSpike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Mar · busiest ÷ quietest = 8.8×
[**Open Trend **](https://flapen.com/research/us/health-household/scented-toilet-paper/trend)
## **Top scented toilet paper search terms**
- **scented toilet paper**29K/yr-10.5%8.7% conv. - **lavender toilet paper**9K/yr-5.5%16.8% conv. - **toilet paper scented**9K/yr-18.7%14.3% conv. - **scott comfort plus mega rolls**12K/yr-43.4%10.9% conv. - **angel soft lavender toilet paper**6K/yr+9.3%18.9% conv. - **toilet paper lavender**4K/yr-0.6%19.4% conv. - **scott comfort plus toilet paper mega roll**6K/yr-43.1%10.2% conv. - **scott toilet paper mega rolls**4K/yr-29.2%9.3% conv. - **scott mega roll toilet paper**8K/yr-88.3%8.4% conv. - **toilet paper lavender scented**2K/yr-72.0%28.3% conv. [**All search terms **](https://flapen.com/research/us/health-household/scented-toilet-paper/search-terms)
## **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.
0%10%$24K20%$48K30%$72K40%$95K1K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 11 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Angel Soft Toilet Paper with Fresh Lavender Scented Tube 8 Mega Rolls = 32 Regular Rolls Soft and Strong Toilet Tissue**Angel Soft**$7.51**4.6★32,293 rev](https://www.amazon.com/dp/B09NW8WH68) [2**Scott ComfortPlus Toilet Paper with Soft Lavender Scented Tube 12 Mega Rolls 310 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue**Scott**$8.07**4.6★143,774 rev](https://www.amazon.com/dp/B0DKKPRGWL) [3**Angel Soft Toilet Paper with Fresh Lavender Scented Tube 48 Mega Rolls = 192 Regular Rolls Soft and Strong Toilet Tissue**Angel Soft**$35.24**4.6★32,293 rev](https://www.amazon.com/dp/B09R4T7L6B) [4**Angel Soft Toilet Paper with Fresh Linen Scented Tube 8 Mega Rolls = 32 Regular Rolls Soft and Strong Toilet Tissue**Angel Soft**$7.92**4.6★51,907 rev](https://www.amazon.com/dp/B09NW7SKPJ) [5**Scott ComfortPlus Toilet Paper 36 Mega Rolls (2 Packs of 18) 425 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue**Scott**$40.91**4.7★4,497 rev](https://www.amazon.com/dp/B097F8YVPM)
**~~View all top sellers →~~**
### **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**$28.81**143,774 rev1y ago](https://www.amazon.com/dp/B0DYV4TGG9) [**Scott ComfortPlus Toilet Paper 48 Triple Rolls 231 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue**Scott**$20.42**143,774 rev1y ago](https://www.amazon.com/dp/B0DX33Q9QH) [**Scott ComfortPlus Toilet Paper with Soft Lavender Scented Tube 12 Mega Rolls 310 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue**Scott**$8.07**143,774 rev1y ago](https://www.amazon.com/dp/B0DKKPRGWL) [**Scott ComfortPlus Toilet Paper 36 Triple Rolls 231 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue**Scott**$16.24**143,774 rev1y ago](https://www.amazon.com/dp/B0DJWKTVSW) [**Quilted Northern Ultra Plush Toilet Paper 6 Mega Rolls = 24 Regular Rolls 3X Thicker* 3 Ply Soft Toilet Tissue**Quilted Northern**$6.88**97,897 rev3y ago](https://www.amazon.com/dp/B0BB3JGBH5)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Scott ComfortPlus Toilet Paper 48 Triple Rolls 231 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue**Scott**$20.42**4.6★**▲ 61%**](https://www.amazon.com/dp/B0DX33Q9QH) [**Angel Soft Toilet Paper with Fresh Lavender Scented Tube 8 Mega Rolls = 32 Regular Rolls Soft and Strong Toilet Tissue**Angel Soft**$7.51**4.6★**▲ 37%**](https://www.amazon.com/dp/B09NW8WH68) [**Scott ComfortPlus Toilet Paper 36 Mega Rolls (2 Packs of 18) 425 Sheets per Roll Septic-Safe 1-Ply Toilet Tissue**Scott**$40.91**4.7★**▲ 34%**](https://www.amazon.com/dp/B097F8YVPM) [**Angel Soft Toilet Paper with Fresh Lavender Scented Tube 48 Mega Rolls = 192 Regular Rolls Soft and Strong Toilet Tissue**Angel Soft**$35.24**4.6★**▲ 21%**](https://www.amazon.com/dp/B09R4T7L6B) [**Angel Soft Toilet Paper with Fresh Linen Scented Tube 8 Mega Rolls = 32 Regular Rolls Soft and Strong Toilet Tissue**Angel Soft**$7.92**4.6★**▲ 18%**](https://www.amazon.com/dp/B09NW7SKPJ)
**~~View all trending →~~**
## **What buyers say about scented toilet paper**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**30%
*“Very affordable”*
**Soft Feel**15%
*“Soft as cotton”*
**Quality-Overall**15%
*“Best quality”*
**Durability**5%
*“durable all without worrying about clogging your toilet”*
**Advertised Vs Actual Product**4%
*“- exactly like picture”*
**Thickness**4%
*“Good thickness”*
**Smell**4%
*“Nice smell”*
**Comfort-Overall**3%
*“Affordable comfort”*
**Ease Of Cleaning**2%
*“Great cleaning”*
**Strength**2%
*“Soft but Strong”*
### **What buyers complain about **
**Size-Overall**27%
*“Very big”*
**Thickness**10%
*“its toilet paper is thick”*
**Hard Feel**6%
*“Not soft”*
**Quality-Overall**6%
*“Cheap quality”*
**Value For Money**6%
*“Price gouging”*
**Smell**5%
*“the scent is nauseating”*
**Advertised Vs Actual Product**5%
*“False Advertisement”*
**Durability**4%
*“breaks easily”*
**Strength**2%
*“too flimsy”*
**Thin**2%
*“Product seems to have changed super thin and rough”*
### **Top return reasons **
**Smell**31%
**Size-Overall**18%
**Advertised Vs Actual Product**17%
**Value For Money**7%
**Quality-Overall**4%
**Leak-Proof**3%
**Material Quality**3%
**Thin**2%
**Moist/Dry**2%
**Hard Feel**2%
## **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.
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