wrapping paper
Launch itA $11.3M/yr market growing +6.2% this quarter with returns at 1.7% — clears our launch bar.
Market size
Incredible$11.3M$11.3M/yr · 18.3M searches
Competition
Great30%top-5 click share — an open shelf
Returns
Great1.7%return rate — above 5% kills the launch gate
Brand share
Great60%top-5 brand share — no brand owns this niche
Conversion
Good6.4%search→purchase rate — share of searches ending in a sale
Review moat
Good1,278.09avg incumbent reviews — the moat a new listing must climb
Price range
Okay$5.20–$19.98cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+6.2%90-day search growth — must beat 0% to launch
Avg price
Okay$9.74avg listing price — sweet spot $15–$100
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United States niche tracking, wrapping paper is a $11.3M/yr Amazon United States market (18.3M searches/yr). The top 5 brands hold 60% of demand. Demand peaks in Nov–Dec. Verdict: Launch it — 64/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
wrapping paper market data
- Units sold / yr
- 1.0M–1.0M
- avg 4,000–5,000/product
- Revenue / yr
- $9.7M–$9.7M
- units × avg price
- Conversion rate
- 6.4%
- Avg BSR
- #116
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 94%
- Out of stock
- 1.8%
- Avg brand age
- 35 months
- Avg seller age
- 171 days
Competition & brand share
Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.Brands
24 falling
Sellers
29
Top-5 brand share
60%
Top 20: 98%
Top-5 click share
30%
Top 20: 67%
Open market
35%
- WRAPAHOLIC26%
- Hallmark13%
- Ribbli7%
- BIOBROWN7%
- NESCCI6%
- MAYPLUSS5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +6.2% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 22.2×
Top wrapping paper search terms
- wrapping paper7.6M/yr
- birthday wrapping paper1.5M/yr
- gift wrapping paper912K/yr
- gift wrap662K/yr
- christmas wrapping paper5.6M/yr
- happy birthday wrapping paper222K/yr
- birthday wrapping paper roll191K/yr
- wrapping paper roll272K/yr
- wrapping paper birthday170K/yr
- wrapping paper for men66K/yr
Top wrapping 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
WRAPAHOLIC Kraft Floral Wrapping Paper Roll - Mini Roll - 17 Inch x 9.8 Feet - Spring Summer Garden Flower Design Perfect for Wedding Bridal Shower Birthday
WRAPAHOLIC$7.044.6★897 rev
Ribbli Birthday Wrapping Paper Iridescent Gift Wrapping Paper Mini Roll 3 Rolls Happy Birthday Polka Dots Stripes Printed Assortment - 17 inch x 120 inch(10feet) Per Roll
Ribbli$9.944.5★1,752 rev
NESCCI Birthday Wrapping Paper Gift Wrapping Paper Roll Kraft Wrapping Paper-17 inch X 32.8 Feet Per roll Colorful Happy Birthday Pattern For Boys Girls Perfect For Birthdays Party Baby Shower
NESCCI$7.934.6★1,308 rev
BIOBROWN Kraft Wrapping Paper Roll Colorful Text Happy Birthday Design Perfect for Birthday Holiday Wrap 17 inch X 33 feet
BIOBROWN$13.534.7★1,177 rev
WRAPAHOLIC Reversible Birthday Wrapping Paper - Mini Roll - 17 Inch X 33 Feet - Colorful Balloon with Confetti Design for Birthday Holiday Party Baby Shower
WRAPAHOLIC$10.074.6★1,294 rev
Newest
by launch date
Hallmark Elegant Wrapping Paper Mini Rolls 3-Pack (Art Deco Gold Pink Geometric Navy Blue) for Birthdays Graduations Weddings Mothers Day Fathers Day Any Occasion - 60 Sq. Ft. Total
Hallmark$9.451,031 rev
Hallmark Birthday Wrapping Paper Mini Rolls 3-Pack (Wavy Rainbow Stripes Colorful Balloons Polka Dots on Blue) for Graduations Kids Parties Celebrations Any Occasion - 60 Sq. Ft. Total
Hallmark$9.881,305 rev
Hallmark Birthday Wrapping Paper Mini Rolls 3-Pack (Navy Blue and Teal Stripes Orange and Yellow Mod Circles) for Graduations Fathers Day Easter Any Occasion - 60 Sq. Ft. Total
Hallmark$9.0624 rev
RUSPEPA Reversible Birthday Wrapping Paper Roll Mini Roll Blue Cupcake Design and Colorful Happy Text with Stars Colorful Adorable Gift Wrap for Boys Girls Birthday Party 17 Inches x 16.4 Feet
RUSPEPA$8.95551 rev
LeZakaa Floral Wrapping Paper Blue Hydrangea Flowers & Gingham Check 4 Different Design for Wedding Bridal Shower Mothers Day Birthday 12 Folded Sheets 27.5 x 19.6 inches Per Sheet
LeZakaa$9.08576 rev
Trending
90-day click momentumHallmark Elegant Wrapping Paper Mini Rolls 3-Pack (Art Deco Gold Pink Geometric Navy Blue) for Birthdays Graduations Weddings Mothers Day Fathers Day Any Occasion - 60 Sq. Ft. Total
Hallmark$9.454.7★
Hallmark Birthday Wrapping Paper Mini Rolls 3-Pack (Navy Blue and Teal Stripes Orange and Yellow Mod Circles) for Graduations Fathers Day Easter Any Occasion - 60 Sq. Ft. Total
Hallmark$9.064.3★
Hallmark Birthday Wrapping Paper Mini Rolls 3-Pack (Wavy Rainbow Stripes Colorful Balloons Polka Dots on Blue) for Graduations Kids Parties Celebrations Any Occasion - 60 Sq. Ft. Total
Hallmark$9.884.6★
LeZakaa Floral Wrapping Paper Blue Hydrangea Flowers & Gingham Check 4 Different Design for Wedding Bridal Shower Mothers Day Birthday 12 Folded Sheets 27.5 x 19.6 inches Per Sheet
LeZakaa$9.084.6★
RUSPEPA Reversible Birthday Wrapping Paper Roll Mini Roll Blue Cupcake Design and Colorful Happy Text with Stars Colorful Adorable Gift Wrap for Boys Girls Birthday Party 17 Inches x 16.4 Feet
RUSPEPA$8.954.5★
What buyers say about wrapping paper
What buyers praise and complain about, mined from review topics.What buyers love
“Great quality paper”
“Beautiful colors”
“And its a very thick ply”
“fair price”
“Beautiful gifts”
“easy to cut”
“the design is beautiful”
“Very durable and easy to work with”
“Good sizes”
“Exactly as pictured”
What buyers complain about
“it is too short”
“thicker than expected”
“not worth that price”
“Horrible chemical smell”
“Tape does not stick”
“Not high quality like youd expect”
“This product is misleading”
“Difficult To Use”
“Colors are very muted almost a grayish blue”
“Sheets were not big enough for gifts”
Top return reasons
Common questions
- Is wrapping paper profitable to sell on Amazon United States?
- The niche generates $11.3M/yr across 67 tracked products. 16 of 18 products launched in the last 360 days are still selling. 90-day search growth is +6.2%. Flapen's verdict: Launch it (64/100).
- How competitive is the wrapping paper niche?
- 24 brands and 29 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 60% of demand.
- What do buyers complain about in wrapping paper?
- Top complaints mined from reviews: Size-Overall, Thickness, Value For Money. The return rate is 1.7%.
- When does demand for wrapping paper peak?
- Demand peaks in Nov–Dec; the busiest month runs 22.2× the quietest.
- What does it cost to enter the wrapping paper niche?
- Listings span $5.20–$19.98; the average listing price is $9.74 (sweet spot $15–$100). The average incumbent carries 1,278 reviews — the moat a new listing must climb.