toto toilet seat
Skip itPrices mostly outside the sweet spot ($36.00–$620.67) — this niche doesn't clear our bar today.
Market size
Great$1.3M$1.3M/yr · 198K searches
Avg price
Good$133.15avg listing price — sweet spot $15–$100
Conversion
Good4.9%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Growth
Okay+10.1%90-day search growth — must beat 0% to launch
Review moat
Okay2,709.82avg incumbent reviews — the moat a new listing must climb
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Returns
Bad5.5%return rate — above 5% kills the launch gate
Brand share
Bad91%top-5 brand share — brand-locked demand
Price range
Bad$36.00–$620.67cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, toto toilet seat is a $1.3M/yr Amazon United States market (198K searches/yr). The top 5 brands hold 91% of demand. Verdict: Skip it — 44/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
toto toilet seat market data
- Units sold / yr
- 8K–10K
- avg 500–750/product
- Revenue / yr
- $1.1M–$1.3M
- units × avg price
- Conversion rate
- 4.9%
- Avg BSR
- #114
- Page quality
- 0%
- Prime
- 82%
- Sponsored
- 88%
- Out of stock
- 5.6%
- Avg brand age
- 55 months
- Avg seller age
- 153 days
Competition & brand share
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.Brands
9 rising
Sellers
93
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
66%
Top 20: 100%
Open market
6%
- TOTO59%
- Hygie Rinse12%
- LavishStream9%
- gcbcrit7%
- Kohler3%
- PuritySage3%
- Open — no brand owns it (3 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 55 weeks — +10.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top toto toilet seat search terms
- toto toilet seat106K/yr
- toto elongated toilet seat22K/yr
- toto toilet seat replacement11K/yr
- toto toilet seat elongated14K/yr
- toto elongated soft close toilet seat9K/yr
- toto toilet seats11K/yr
- toto soft close elongated toilet seat5K/yr
- toto drake toilet seat4K/yr
- toto 1.6gpf/6.0lpf toilet seat4K/yr
- toto soft close toilet seat3K/yr
Top toto toilet seat 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 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
TOTO SoftClose Slow Close Elongated Toilet Seat and Lid Cotton White - SS124#01
TOTO$74.924.4★251 rev
SS114 Toilet Seat Replacement Compatible with TOTO Elongated Soft Close Toilet Seat for SS113/SS154/SS204/SS214/SS224 Transitional Heavy Duty Oval Toilet Seats 2-Pack Toilet Bolts and Nuts White
Hygie Rinse$53.114.3★551 rev
Soft Close Toilet Seat Elongated and Lid for TOTO SS114#01 Cotton White Mounting Hardware included
LavishStream$53.724.1★94 rev
TOTO SoftClose Slow Close Elongated Toilet Seat and Lid Cotton White - SS114#01
TOTO$64.304.5★7,377 rev
SS114 Toilet Seat Elongated Compatible with TOTO SS113/SS154/SS224/SS204
gcbcrit$53.984.4★73 rev
Newest
by launch date
TOTO WASHLET S2 Electronic Bidet Toilet Seat with Instantaneous Water Heating PREMIST and EWATER+ Wand Cleaning Elongated Cotton White - SW3346#01
TOTO$359.86303 rev
TOTO WASHLET S5 Electronic Bidet Toilet Seat with Instantaneous Water Heating PREMIST and EWATER+ Wand Cleaning Elongated Cotton White - SW3446#01
TOTO$620.67300 rev
SS113/SS114 Toilet Seat Replacement Compatible with TOTO Elongated Toilet Seat Soft Close Traditional Toilet Seat Replacement Toilet Lid Slow Close Quiet No Slam Heavy Duty Elongated Toilet White
PureHaven$54.3236 rev
Soft Close Toilet Seat Elongated and Lid for TOTO SS114#01 Cotton White Mounting Hardware included
LavishStream$53.7294 rev
SS114 Slow Close Elongated Toilet Seat and Lid Compatible with TOTO SS113/SS154/SS224/SS204 Traditional Toilet Seat Replacement with Toilet Bolts and Nut Cotton White
PuritySage$53.0028 rev
Trending
90-day click momentum
TOTO SoftClose Slow Close Elongated Toilet Seat and Lid Sedona Beige - SS114#12
TOTO$79.984.5★
WSSROGY Toilet Seat Elongated Slow Close Hinges Non-Slip Bumpers White
WSSROGY$37.664.4★
TOTO SoftCloseSlow Close Round Toilet Seat and Lid Cotton White - SS113#01
TOTO$66.184.5★
TOTO WASHLET S2 Electronic Bidet Toilet Seat with Instantaneous Water Heating PREMIST and EWATER+ Wand Cleaning Elongated Cotton White - SW3346#01
TOTO$359.864.6★
TOTO SoftClose Slow Close Elongated Toilet Seat and Lid Bone - SS114#03
TOTO$89.244.5★
What buyers say about toto toilet seat
What buyers praise and complain about, mined from review topics.What buyers love
“EASY installation”
“The build quality is excellent”
“Fit the description”
“comfortable product”
“Great value for the money”
“this really helps with cleanliness”
“As advertised”
“Sturdy, easy to install”
“easy to put on and off”
“Great toilet seat”
What buyers complain about
“The durability is NOT great”
“Quality control issues”
“not worded instructions”
“Fits a little loose”
“A bit tricky to pop off to clean”
“spent over an hour trying to install this one”
“Its just loud”
“This is not inexpensive”
“Does not work correctly”
“Too flimsy”
Top return reasons
Common questions
- Is toto toilet seat profitable to sell on Amazon United States?
- The niche generates $1.3M/yr across 17 tracked products. 90-day search growth is +10.1%. Flapen's verdict: Skip it (44/100).
- How competitive is the toto toilet seat niche?
- 9 brands and 93 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 91% of demand.
- What do buyers complain about in toto toilet seat?
- Top complaints mined from reviews: Durability, Quality-Overall, Instructions/User Manual/Troubleshooting. The return rate is 5.5% — above our launch gate.
- When does demand for toto toilet seat peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the toto toilet seat niche?
- Listings span $36.00–$620.67; the average listing price is $133.15 (sweet spot $15–$100). The average incumbent carries 2,710 reviews — the moat a new listing must climb.