---
title: "Toilet — $18.6M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/tools-home-improvement/toilet"
last_updated: "2026-08-07T14:55:32.896Z"
locale: en
meta:
description: "Niche score 58/100 · $18.6M/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 58/100 · $18.6M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Toilet — $18.6M/yr Amazon US Niche (2026) - Flapen"
---
# **toilet**
**Worth a look**
Shows a $18.6M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 24Conversion 12Competition 85Returns 98Price range 6Avg price 13Brand share 84Review moat 25Quality gap 50
**Market size**
**Incredible****$18.6M**
$18.6M/yr · 4.6M searches
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Competition**
**Great****30%**
top-5 click share — an open shelf
**Brand share**
**Great****51%**
top-5 brand share — no brand owns this niche
**Quality gap**
**Good****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****4,846.95**
avg 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****$414.97**
avg listing price — sweet spot $15–$100
**Conversion**
**Bad****1.0%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Bad****$3.79–$1435.52**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=us&signal=no_dominant_brand "Top brand's click share < 20%") [** High Price**](https://flapen.com/research/niches?market=us&signal=high_price "Avg price > $50")
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 ~~](https://flapen.com/research/methodology)
## **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.
100K60KSpike '24Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.2×
[**Open Trend **](https://flapen.com/research/us/tools-home-improvement/toilet/trend)
## **Top toilet search terms**
- **toilet**2.0M/yr-8.1%0.5% conv. - **smart toilet**458K/yr+5.1%0.4% conv. - **bidet toilet**384K/yr-1.1%0.5% conv. - **toilets**327K/yr-4.6%0.3% conv. - **toto toilet**222K/yr+1.2%0.9% conv. - **smart toilet with bidet built in**164K/yr+16.8%0.5% conv. - **toilets for bathrooms**143K/yr+0.2%0.3% conv. - **toilet bowl**145K/yr+2.6%1.5% conv. - **kohler toilet**134K/yr+6.2%0.2% conv. - **one piece toilet**74K/yr+9.4%0.5% conv. [**All search terms **](https://flapen.com/research/us/tools-home-improvement/toilet/search-terms)
## **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.
0%2%$373K4%$745K6%$1.1M8%$1.5M1101001K 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**PROFLO PF5110HE Jerritt 1.28 GPF Single Flush Toilet Tank Only with Left-Hand Trip Lever - White**PROFLO**$53.49**3.0★30 rev](https://www.amazon.com/dp/B00Q0Z7SRM) [2**TOTO Drake Two-Piece Elongated 1.6 GPF Universal Height TORNADO FLUSH Toilet with CEFIONTECT Cotton White - CST776CSFG#01**TOTO**$302.43**4.3★940 rev](https://www.amazon.com/dp/B0999Q23WQ) [3**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**$233.33**4.4★359 rev](https://www.amazon.com/dp/B0DQDBB37S) [4**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**$237.47**4.6★940 rev](https://www.amazon.com/dp/B09WYQCPMP) [5**Smart Toilet with Warm Water Sprayer and Dryer One Piece Bidet Toilet**Loupusuo**$390.73**4.4★822 rev](https://www.amazon.com/dp/B0CGXMCZF1)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Smart Toilet with Bidet Built in Dual Flush Foam Shield Manual Lid**Vipbear**$274.50**109 rev2mo ago](https://www.amazon.com/dp/B0H1CZ21M3) [**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**$382.40**88 rev3mo ago](https://www.amazon.com/dp/B0GVYJCPXV) [**One-Piece Toilets Low Water Tank ADA 17.5 Seat Height Water-Saving Design Compact Modern Bathroom Toilet**EliteEdge**$184.55**14 rev4mo ago](https://www.amazon.com/dp/B0GR4W3862) [**Two-Piece Toilets for Bathrooms Comfort ADA Height 17.5 Round with Under-Locking Lid Soft Close Seat Powerful Flush 1.28 GPF**EliteEdge**$179.46**7 rev6mo ago](https://www.amazon.com/dp/B0GGPNRPT8) [**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**$229.99**38 rev7mo ago](https://www.amazon.com/dp/B0G7FMS1KX)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Smart Toilet with Bidet Built in Dual Flush Foam Shield Manual Lid**Vipbear**$274.50**4.3★**▲ 215%**](https://www.amazon.com/dp/B0H1CZ21M3) [**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**$382.40**4.2★**▲ 212%**](https://www.amazon.com/dp/B0GVYJCPXV) [**One-Piece Toilets Low Water Tank ADA 17.5 Seat Height Water-Saving Design Compact Modern Bathroom Toilet**EliteEdge**$184.55**4.6★**▲ 212%**](https://www.amazon.com/dp/B0GR4W3862) [**Two-Piece Toilets for Bathrooms Comfort ADA Height 17.5 Round with Under-Locking Lid Soft Close Seat Powerful Flush 1.28 GPF**EliteEdge**$179.46**4.2★**▲ 200%**](https://www.amazon.com/dp/B0GGPNRPT8) [**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**$270.71**4.6★**▲ 199%**](https://www.amazon.com/dp/B0GWD28JTJ)
**~~View all trending →~~**
## **What buyers say about toilet**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**17%
*“fair price”*
**Quality-Overall**13%
*“The build quality is excellent”*
**Assembly/Installation**12%
*“Ez install”*
**Ease Of Cleaning**9%
*“Cleans really well”*
**Ease Of Use**4%
*“Easy to put in”*
**Advertised Vs Actual Product**4%
*“As advertised”*
**Smell**4%
*“Fresh scent”*
**Design-Overall**3%
*“It's well built”*
**Soft Feel**3%
*“Soft as cotton”*
**Efficiency**3%
*“Effective”*
### **What buyers complain about **
**Size-Overall**16%
*“Smaller than expected”*
**Durability**5%
*“not very durable”*
**Thickness**5%
*“It needs to be thicker”*
**Value For Money**5%
*“Price gouging”*
**Leak-Proof**4%
*“It was leaking”*
**Quality-Overall**4%
*“Worst build quality”*
**Assembly/Installation**4%
*“Major pain to install”*
**Functionality-Overall**4%
*“Does not function”*
**Ease Of Cleaning**4%
*“Don't clean”*
**Smell**3%
*“smell like chemical”*
### **Top return reasons **
**Size-Overall**36%
**Compatibility-Overall**11%
**Leak-Proof**7%
**Defective Material/Parts**7%
**Advertised Vs Actual Product**6%
**Add-Ons/Attachments**5%
**Functionality-Overall**5%
**Value For Money**4%
**Assembly/Installation**4%
**Spray/Flow**2%
## **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.
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