---
title: "Toilet Paper Holder — $13.6M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/tools-home-improvement/toilet-paper-holder"
last_updated: "2026-08-06T06:40:28.634Z"
locale: en
meta:
description: "Niche score 64/100 · $13.6M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 64/100 · $13.6M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Toilet Paper Holder — $13.6M/yr Amazon US Niche (2026) - Flapen"
---
# **toilet paper holder**
**Worth a look**
Shows a $13.6M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 25Conversion 60Competition 83Returns 56Price range 63Avg price 78Brand share 93Review moat 25Quality gap 38
**Market size**
**Incredible****$13.6M**
$13.6M/yr · 16.3M searches
**Brand share**
**Great****42%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****32%**
top-5 click share — an open shelf
**Avg price**
**Great****$16.07**
avg listing price — sweet spot $15–$100
**Price range**
**Good****$1.74–$37.88**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Good****5.2%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Good****2.8%**
return rate — above 5% kills the launch gate
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-0.1%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****4,564.4**
avg incumbent reviews — the moat a new listing must climb
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=us&signal=no_dominant_brand "Top brand's click share < 20%")
According to Flapen's Amazon United States niche tracking, toilet paper holder is a $13.6M/yr Amazon United States market (16.3M searches/yr). The top 5 brands hold 42% of demand. Verdict: Worth a look — 64/100.
Data updated Jul 27, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **toilet paper holder market data**
- **Units sold / yr**
- **800K–1.0M**
- avg 15,000–20,000/product
- **Revenue / yr**
- **$12.9M–$16.1M**
- units × avg price
- **Conversion rate**
- **5.2%**
- **Avg BSR**
- **#24**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **96%**
- **Out of stock**
- **0.3%**
- **Avg brand age**
- **39 months**
- **Avg seller age**
- **162 days**
## **Competition & brand share**
Clicks spread well past the top 5 (32% combined) — an open shelf where new products get seen.
**Brands**
**36 **▼falling
**Sellers**
**51**
**Top-5 brand share**
**42%**
Top 20: 86%
**Top-5 click share**
**32%**
Top 20: 70%
**Open market**
**53%**
- Kitsure13% - Evolvegoods11% - AOJEZOR7% - JOPOFI6% - FORIOUS5% - niffgaff5%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -0.1% search growth over the last 90 days.
400K300KPrime Day '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.2×
[**Open Trend **](https://flapen.com/research/us/tools-home-improvement/toilet-paper-holder/trend)
## **Top toilet paper holder search terms**
- **toilet paper holder**8.4M/yr+2.3%3.7% conv. - **toilet paper holder stand**2.7M/yr-9.1%3.6% conv. - **toilet paper stand**738K/yr-7.7%3.7% conv. - **toilet paper holder free standing**542K/yr-0.7%3.3% conv. - **black toilet paper holder**445K/yr+1.4%5.5% conv. - **toilet paper holder with shelf**354K/yr-5.8%1.4% conv. - **bathroom toilet paper holder**314K/yr-5.0%2.2% conv. - **free standing toilet paper holder**295K/yr+0.4%2.5% conv. - **toilet paper holders**275K/yr-1.6%2.1% conv. - **toilet paper holder wall mount**312K/yr-28.9%3.3% conv. [**All search terms **](https://flapen.com/research/us/tools-home-improvement/toilet-paper-holder/search-terms)
## **Top toilet paper holder 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%3%$409K6%$817K9%$1.2M12%$1.6M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Kitsure Toilet Paper Holder Free Standing Rustproof Metal Toilet Paper Stand for 4 Rolls with Anti-Slip Base and Shelf for Phone & Small Items Bathroom Organizers and Storage Medium Black**Kitsure**$15.53**4.5★5,101 rev](https://www.amazon.com/dp/B0CQP9DTK3) [2**Brushed Nickel Toilet Paper Holder Stand Freestanding Toilet Paper Holder for Bathroom 304 Stainless Steel Rustproof Tissue Roll Holder Storage for 4 Rolls(Fits All Rolls) by Evolvegoods**Evolvegoods**$28.49**4.6★237 rev](https://www.amazon.com/dp/B0F4D5TYW3) [3**JOPOFI Toilet Paper Holder - Adhesive Toilet Paper Holder - Matte Black**JOPOFI**$6.73**4.5★4,278 rev](https://www.amazon.com/dp/B0B1VCBPP6) [4**Toilet Paper Holder Stand(with Reserve Function) Free-Standing Spare Rolls Storage Holder Stainless Steel Modern Design**niffgaff**$9.64**4.4★1,889 rev](https://www.amazon.com/dp/B0CBC9WJJF) [5**Day Moon Matte Black Toilet Paper Holder Wall Mount - Pivoting Modern Roll Holder for Bathroom**Day Moon Designs**$12.57**4.5★7,240 rev](https://www.amazon.com/dp/B0CRK3L768)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Toilet Paper Holder Stainless Steel & No Drilling Black Toilet Paper Holder Wall Mount Waterproof Self Adhesive Toilet Paper Holders for Bathroom Kitchen Washroom**Jamestry**$6.30**573 rev1y ago](https://www.amazon.com/dp/B0F9WY4ML3) [**Brushed Nickel Toilet Paper Holder Stand Freestanding Toilet Paper Holder for Bathroom 304 Stainless Steel Rustproof Tissue Roll Holder Storage for 4 Rolls(Fits All Rolls) by Evolvegoods**Evolvegoods**$28.49**237 rev1y ago](https://www.amazon.com/dp/B0F4D5TYW3) [**Brushed Gold Toilet Paper Holder Stand Freestanding Toilet Paper Holder for Bathroom 304 Stainless Steel Rustproof Tissue Roll Holder Storage for 4 Rolls(Fits All Rolls) by Evolvegoods**Evolvegoods**$30.08**237 rev1y ago](https://www.amazon.com/dp/B0F4D4XLLD) [**SetSail Toilet Paper Holder with Shelf Adhesive or Screw Bathroom Toilet Paper Roll Holders Wall Mount Matte Black Tissue Holder for Bathroom Hardware Accessories**SetSail**$8.01**1,146 rev1y ago](https://www.amazon.com/dp/B0F2DV7B2H) [**Sotuai Toilet Paper Holder Wall Mount - Brushed Nickel**Sotuai**$7.32**380 rev1y ago](https://www.amazon.com/dp/B0F1ND67X5)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Brushed Nickel Toilet Paper Holder Stand Freestanding Toilet Paper Holder for Bathroom 304 Stainless Steel Rustproof Tissue Roll Holder Storage for 4 Rolls(Fits All Rolls) by Evolvegoods**Evolvegoods**$28.49**4.6★**▲ 180%**](https://www.amazon.com/dp/B0F4D5TYW3) [**Brushed Gold Toilet Paper Holder Stand Freestanding Toilet Paper Holder for Bathroom 304 Stainless Steel Rustproof Tissue Roll Holder Storage for 4 Rolls(Fits All Rolls) by Evolvegoods**Evolvegoods**$30.08**4.6★**▲ 135%**](https://www.amazon.com/dp/B0F4D4XLLD) [**Sotuai Toilet Paper Holder Wall Mount - Brushed Nickel**Sotuai**$7.32**4.2★**▲ 110%**](https://www.amazon.com/dp/B0F1ND67X5) [**Moen YB8099CH Mason Tissue Paper Holder-Roller Only Chrome**Moen**$1.74**4.5★**▲ 59%**](https://www.amazon.com/dp/B001DEIG44) [**FORIOUS Toilet Paper Holder Wall Mount Stainless Steel Rustproof Double Post Pivoting Tissue Roll Holder for Bathroom Commercial Toilet Paper Dispenser Matte Black**FORIOUS**$12.71**4.7★**▲ 47%**](https://www.amazon.com/dp/B0B3JMKZQM)
**~~View all trending →~~**
## **What buyers say about toilet paper holder**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Assembly/Installation**17%
*“Assembly is very easy”*
**Quality-Overall**12%
*“Nice quality and easy to put together”*
**Strength**11%
*“Solid Construction”*
**Advertised Vs Actual Product**9%
*“As Advertised”*
**Value For Money**7%
*“Very affordable”*
**Size-Overall**6%
*“Looks and fits like a perfect match”*
**Ease Of Use**6%
*“very easy to handle”*
**Design-Overall**5%
*“Clever Design”*
**Storage Capacity**2%
*“Good storage”*
**Adhesion/Stickiness**2%
*“Sticks very well”*
### **What buyers complain about **
**Quality-Overall**13%
*“Bad quality control”*
**Strength**12%
*“Kind of flimsy”*
**Size-Overall**8%
*“Does NOT fit”*
**Durability**7%
*“Broke first use”*
**Adhesion/Stickiness**7%
*“Bad adhesive”*
**Assembly/Installation**6%
*“Difficult to install”*
**Material Quality**3%
*“Cheap Material”*
**Mounting**2%
*“the mounting hardware is missing”*
**Value For Money**2%
*“Its as cheap as its price”*
**Defective Material/Parts**2%
*“Received defective item”*
### **Top return reasons **
**Size-Overall**30%
**Adhesion/Stickiness**9%
**Defective Material/Parts**7%
**Quality-Overall**6%
**Color**6%
**Strength**5%
**Advertised Vs Actual Product**4%
**Assembly/Installation**4%
**Functionality-Overall**4%
**Mounting**3%
## **Common questions**
- **Is toilet paper holder profitable to sell on Amazon United States?**
- The niche generates $13.6M/yr across 52 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -0.1%. Flapen's verdict: Worth a look (64/100).
- **How competitive is the toilet paper holder niche?**
- 36 brands and 51 sellers compete. The top 5 products take 32% of clicks and top 5 brands hold 42% of demand.
- **What do buyers complain about in toilet paper holder?**
- Top complaints mined from reviews: Quality-Overall, Strength, Size-Overall. The return rate is 2.8%.
- **When does demand for toilet paper holder peak?**
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- **What does it cost to enter the toilet paper holder niche?**
- Listings span $1.74–$37.88; the average listing price is $16.07 (sweet spot $15–$100). The average incumbent carries 4,564 reviews — the moat a new listing must climb.
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