toilet
Worth a lookShows a $18.6M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$18.6M$18.6M/yr · 4.6M searches
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Competition
Great30%top-5 click share — an open shelf
Brand share
Great51%top-5 brand share — no brand owns this niche
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Review moat
Bad4,846.95avg incumbent reviews — the moat a new listing must climb
Growth
Bad-1.3%90-day search growth — must beat 0% to launch
Avg price
Bad$414.97avg listing price — sweet spot $15–$100
Conversion
Bad1.0%search→purchase rate — share of searches ending in a sale
Price range
Bad$3.79–$1435.52cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, toilet is a $18.6M/yr Amazon United States market (4.6M searches/yr). The top 5 brands hold 51% of demand. Verdict: Worth a look — 58/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
toilet market data
- Units sold / yr
- 60K–80K
- avg 750–1,000/product
- Revenue / yr
- $24.9M–$33.2M
- units × avg price
- Conversion rate
- 1.0%
- Avg BSR
- #37
- Page quality
- 0%
- Prime
- 68%
- Sponsored
- 95%
- Out of stock
- 6.5%
- Avg brand age
- 45 months
- Avg seller age
- 153 days
Competition & brand share
Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.Brands
41 flat
Sellers
125
Top-5 brand share
51%
Top 20: 89%
Top-5 click share
30%
Top 20: 61%
Open market
43%
- CASTA DIVA18%
- TOTO11%
- HOROW9%
- PROFLO7%
- Loupusuo6%
- CANEST6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -1.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top toilet search terms
- toilet2.0M/yr
- smart toilet458K/yr
- bidet toilet384K/yr
- toilets327K/yr
- toto toilet222K/yr
- smart toilet with bidet built in164K/yr
- toilets for bathrooms143K/yr
- toilet bowl145K/yr
- kohler toilet134K/yr
- one piece toilet74K/yr
Top toilet 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
PROFLO PF5110HE Jerritt 1.28 GPF Single Flush Toilet Tank Only with Left-Hand Trip Lever - White
PROFLO$53.493.0★30 rev
TOTO Drake Two-Piece Elongated 1.6 GPF Universal Height TORNADO FLUSH Toilet with CEFIONTECT Cotton White - CST776CSFG#01
TOTO$302.434.3★940 rev
Casta Diva Elongated One Piece Toilet with 17 ADA Comfort Chair Height Seat Compact Toilet for Bathroom Dual Flush 1.1/1.6GPF 12 Rough-in High Efficiency Flush Standard White Bowl
CASTA DIVA$233.334.4★359 rev
HOROW T0338W Compact One Piece Toilet ADA Chair Height 17.3 Elongated Bowl Dual Flush 1.1/1.6 GPF White 12 Inch Rough-In
HOROW$237.474.6★940 rev
Smart Toilet with Warm Water Sprayer and Dryer One Piece Bidet Toilet
Loupusuo$390.734.4★822 rev
Newest
by launch date
Smart Toilet with Bidet Built in Dual Flush Foam Shield Manual Lid
Vipbear$274.50109 rev
Smart Toilet with Bidet Built In Heated Seat & Dual Auto Flush Foot Sensor Tankless Modern Elongated Electric Toilet with Warm Water Wash Air Dryer LED Display & 1000g MaP Flush 1.28 GPF
Loniko$382.4088 rev
One-Piece Toilets Low Water Tank ADA 17.5 Seat Height Water-Saving Design Compact Modern Bathroom Toilet
EliteEdge$184.5514 rev
Two-Piece Toilets for Bathrooms Comfort ADA Height 17.5 Round with Under-Locking Lid Soft Close Seat Powerful Flush 1.28 GPF
EliteEdge$179.467 rev
BayRoll One Piece Sleek Modern Toilet ADA Chair Seat Height 17 Dual Flush 0.9/1.28 GPF MAP 1000g 12 Rough-In Compact Fully Skirted Round Toilet for Bathrooms Soft Close Seat
BAYROLL$229.9938 rev
Trending
90-day click momentumSmart Toilet with Bidet Built in Dual Flush Foam Shield Manual Lid
Vipbear$274.504.3★
Smart Toilet with Bidet Built In Heated Seat & Dual Auto Flush Foot Sensor Tankless Modern Elongated Electric Toilet with Warm Water Wash Air Dryer LED Display & 1000g MaP Flush 1.28 GPF
Loniko$382.404.2★
One-Piece Toilets Low Water Tank ADA 17.5 Seat Height Water-Saving Design Compact Modern Bathroom Toilet
EliteEdge$184.554.6★
Two-Piece Toilets for Bathrooms Comfort ADA Height 17.5 Round with Under-Locking Lid Soft Close Seat Powerful Flush 1.28 GPF
EliteEdge$179.464.2★
Casta Diva Elongated One Piece Toilet with 17.2 ADA Comfort Height Seat Modern Toilet for Bathroom 1.0GPF Button & Foot Kick Flush Air Pressure Assisted Flush 12 Rough-in Standard White Bowl
CASTA DIVA$270.714.6★
What buyers say about toilet
What buyers praise and complain about, mined from review topics.What buyers love
“fair price”
“The build quality is excellent”
“Ez install”
“Cleans really well”
“Easy to put in”
“As advertised”
“Fresh scent”
“It's well built”
“Soft as cotton”
“Effective”
What buyers complain about
“Smaller than expected”
“not very durable”
“It needs to be thicker”
“Price gouging”
“It was leaking”
“Worst build quality”
“Major pain to install”
“Does not function”
“Don't clean”
“smell like chemical”
Top return reasons
Common questions
- Is toilet profitable to sell on Amazon United States?
- The niche generates $18.6M/yr across 80 tracked products. 31 of 33 products launched in the last 360 days are still selling. 90-day search growth is -1.3%. Flapen's verdict: Worth a look (58/100).
- How competitive is the toilet niche?
- 41 brands and 125 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 51% of demand.
- What do buyers complain about in toilet?
- Top complaints mined from reviews: Size-Overall, Durability, Thickness. The return rate is 0.3%.
- When does demand for toilet peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the toilet niche?
- Listings span $3.79–$1435.52; the average listing price is $414.97 (sweet spot $15–$100). The average incumbent carries 4,847 reviews — the moat a new listing must climb.