Is amazon basics towels profitable to sell on Amazon United States?

The niche generates $147K/yr across 25 tracked products. 90-day search growth is +20.5%. Flapen's verdict: Worth a look (52/100).

How competitive is the amazon basics towels niche?

11 brands and 18 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 89% of demand.

What do buyers complain about in amazon basics towels?

Top complaints mined from reviews: Quality-Overall, Thickness, Absorbency. The return rate is 1.6%.

When does demand for amazon basics towels peak?

Demand peaks in Jul; the busiest month runs 1.8× the quietest.

What does it cost to enter the amazon basics towels niche?

Listings span $11.90–$37.96; the average listing price is $23.78 (sweet spot $15–$100). The average incumbent carries 22,176 reviews — the moat a new listing must climb.

amazon basics towels

Worth a look

Shows a sweet-spot price point ($23.78 avg), but a deep review moat (22,176 avg reviews) keeps it on the watch list.

Avg price

Incredible$23.78

avg listing price — sweet spot $15–$100

Price range

Great$11.90–$37.96

cheapest to priciest tracked listing — scored on the share inside $15–$100

Returns

Great1.6%

return rate — above 5% kills the launch gate

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Competition

Good50%

top-5 click share — leaders hold, buyers still browse

Growth

Good+20.5%

90-day search growth — must beat 0% to launch

Conversion

Okay3.0%

search→purchase rate — share of searches ending in a sale

Market size

Okay$147K

$147K/yr · 205K searches

Brand share

Okay89%

top-5 brand share — brands hold most of the demand

Review moat

Bad22,176.12

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, amazon basics towels is a $147K/yr Amazon United States market (205K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Jul. Verdict: Worth a look — 52/100.

Data updated Jul 9, 2026 · scored weekly · How we score niches

amazon basics towels market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: $190K–$238K; units × avg price
Conversion rate: 3.0%
Avg BSR: #78
Page quality: 0%
Prime: 100%
Sponsored: 92%
Out of stock: 4.1%
Avg brand age: 45 months
Avg seller age: 163 days

Competition & brand share

The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.

Brands

11 falling

Sellers

Top-5 brand share

89%

Top 20: 100%

Top-5 click share

50%

Top 20: 93%

Open market

Amazon Basics67%
Utopia Towels9%
Tens Towels7%
HOMEXCEL5%
MOONQUEEN2%
T & L Towel and Linen Mart2%
Open — no brand owns it (5 brands, 8%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +20.5% search growth over the last 90 days.

Peak months: Jul · busiest ÷ quietest = 1.8×

Open Trend

Top amazon basics towels search terms

amazon basics towels43K/yr +2.1%2.4% conv.
amazon basic towels21K/yr +9.8%2.1% conv.
towel and wash cloth set15K/yr +83.9%2.2% conv.
dorm towel set9K/yr +349.7%1.5% conv.
grey towel set17K/yr +24.3%3.1% conv.
wash cloths and towel sets14K/yr +0.0%1.7% conv.
gray towel set12K/yr +34.8%2.9% conv.
wash cloth and towel set11K/yr +13.4%1.6% conv.
amazon basics towel11K/yr -7.2%2.1% conv.
towels amazon basics9K/yr +8.5%2.8% conv.

All search terms

Top amazon basics towels 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Amazon Basics 6-Piece Fade-Resistant 100% Cotton Towel Set for Bathroom Soft and Absorbent 2 Bath Towels 2 Hand Towels 2 Washcloths Gray

Amazon Basics$18.794.4★26,460 rev

Amazon Basics 6-Piece Fade-Resistant 100% Cotton Towel Set Soft and Absorbent 2 Bath Towels 2 Hand Towels 2 Washcloths Navy Blue

Amazon Basics$18.684.4★17,081 rev

Amazon Basics 2-Piece Quick-Dry Oversize Bath Towel 100% Cotton 54 x 30 White

Amazon Basics$16.714.1★10,043 rev

Utopia Towels 8 Piece Luxury Towel Set Majestic Plush Super Absorbent & Quicker-to-Dry Thick 100% Ring Spun Cotton Towels for Bathroom Spa & Hotel 2 Bath 2 Hand 4 Washcloths Grey

Utopia Towels$29.044.4★74,567 rev

Amazon Basics 6-Piece Highly Absorbent Fade-Resistant Towel Set 100% Cotton Towels for Bathroom Soft 2 Bath Towels 2 Hand Towels 2 Washcloths Black

Amazon Basics$18.914.4★26,460 rev

Newest

by launch date

Premium Staple Cotton Bathroom Towel Set - Gray 600 GSM 6-Piece Luxury Bath Towel Set 1 Stripe - 2 Bath Towels 2 Hand Towels & 2 Washclothes Set - High Absorbent & Quick Dry for Gym Spa Hotel

One Thousand Reasons$22.70539 rev

1y ago

Preboun 12 Pcs Bath Towels and Washcloths 4 Sets Microfiber Bathroom Beach Pool Towel Set Quick Dry Coral Velvet Highly Absorbent for Fitness Sports Shower Travel Spa Hotel(4 Colors)

Preboun$30.10323 rev

2y ago

HOMEXCEL 8 Piece Bath Towel Set Microfiber Bathroom Towel - 2 Bath Towels 2 Hand Towels and 4 Wash Cloths Super Soft Highly Absorbent Towels for Bathroom Gym Hotel and Spa (Grey)

HOMEXCEL$17.553,237 rev

2y ago

Towel and Linen Mart 100% Cotton 6 Pack Bath Towel Set Quick Dry Super Absorbent Light Weight Soft (27 x 54 Pack of 6) Beige White Grey Sky Blue SAGE Green Navy

T & L Towel and Linen Mart$24.4115,718 rev

3y ago

TENSTARS Luxury Silk Hemming Towel Set - Light Thin Quick Drying - 2 Bath Towels 2 Hand Towels 2 Washcloths - Ultra Soft Microfiber for Bath Fitness Sports Yoga Travel (Dark Grey 6 Pieces)

TENSTARS$11.902,106 rev

4y ago

What buyers say about amazon basics towels

What buyers praise and complain about, mined from review topics.

What buyers love

Soft Feel16%

“soft and absorbent”

Quality-Overall15%

“Surprised by quality”

Value For Money13%

“Excellent value”

Absorbency7%

“They absorb water very well”

Size-Overall5%

“The size is practical”

Thickness5%

“Nice thickness”

Color5%

“Color does not fade”

Washability4%

“I was quite satisfied with the wash clause”

Advertised Vs Actual Product3%

“As described”

Durability2%

“Soft and durable”

What buyers complain about

Quality-Overall17%

“Cheap quality”

Thickness16%

“Not as thick as I expected”

Absorbency6%

“Could be more absorbent”

Washability5%

“Falling apart after first wash”

Smell5%

“Chemical smell”

Pilling/Linting5%

“shed a lot of lint”

Durability4%

“already falling apart”

Color3%

“The color is completely different from what was advertised”

Size-Overall3%

“Its was big”

Hard Feel3%

“They are not very soft”

Top return reasons

Thin20%

Quality-Overall14%

Color12%

Size-Overall11%

Material Quality8%

Thickness5%

Advertised Vs Actual Product5%

Value For Money4%

Smell3%

Absorbency3%

Common questions

Is amazon basics towels profitable to sell on Amazon United States?: The niche generates $147K/yr across 25 tracked products. 90-day search growth is +20.5%. Flapen's verdict: Worth a look (52/100).
How competitive is the amazon basics towels niche?: 11 brands and 18 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 89% of demand.
What do buyers complain about in amazon basics towels?: Top complaints mined from reviews: Quality-Overall, Thickness, Absorbency. The return rate is 1.6%.
When does demand for amazon basics towels peak?: Demand peaks in Jul; the busiest month runs 1.8× the quietest.
What does it cost to enter the amazon basics towels niche?: Listings span $11.90–$37.96; the average listing price is $23.78 (sweet spot $15–$100). The average incumbent carries 22,176 reviews — the moat a new listing must climb.