---
title: "Toto Toilet Seat — $1.3M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/tools-home-improvement/toto-toilet-seat"
last_updated: "2026-08-08T11:52:02.175Z"
locale: en
meta:
description: "Niche score 44/100 · $1.3M/yr market · 198K searches/yr · $133.15 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · $1.3M/yr market · 198K searches/yr · $133.15 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Toto Toilet Seat — $1.3M/yr Amazon US Niche (2026) - Flapen"
---
# **toto toilet seat**
**Skip it**
Prices mostly outside the sweet spot ($36.00–$620.67) — this niche doesn't clear our bar today.
Market size 83Growth 38Conversion 57Competition 31Returns 23Price range 11Avg price 64Brand share 22Review moat 38Quality gap 53
**Market size**
**Great****$1.3M**
$1.3M/yr · 198K searches
**Avg price**
**Good****$133.15**
avg listing price — sweet spot $15–$100
**Conversion**
**Good****4.9%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+10.1%**
90-day search growth — must beat 0% to launch
**Review moat**
**Okay****2,709.82**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Okay****66%**
top-5 click share — leaders hold, buyers still browse
**Returns**
**Bad****5.5%**
return rate — above 5% kills the launch gate
**Brand share**
**Bad****91%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****$36.00–$620.67**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Signals**[** High Returns**](https://flapen.com/research/niches?market=us&signal=high_returns "Return rate > 5%") [** High Price**](https://flapen.com/research/niches?market=us&signal=high_price "Avg price > $50")
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 ~~](https://flapen.com/research/methodology)
## **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.
5K3KPrime Day '25Black Friday '25Spike '26 seasonJulAugSepOctNovDecJanFebMarAprMayJunJul
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/us/tools-home-improvement/toto-toilet-seat/trend)
## **Top toto toilet seat search terms**
- **toto toilet seat**106K/yr+7.7%4.1% conv. - **toto elongated toilet seat**22K/yr+6.7%2.8% conv. - **toto toilet seat replacement**11K/yr+42.8%3.9% conv. - **toto toilet seat elongated**14K/yr-11.8%5.2% conv. - **toto elongated soft close toilet seat**9K/yr+20.9%7.1% conv. - **toto toilet seats**11K/yr+4.3%2.2% conv. - **toto soft close elongated toilet seat**5K/yr+27.0%7.2% conv. - **toto drake toilet seat**4K/yr+59.8%4.6% conv. - **toto 1.6gpf/6.0lpf toilet seat**4K/yr+28.2%3.6% conv. - **toto soft close toilet seat**3K/yr+21.4%4.6% conv. [**All search terms **](https://flapen.com/research/us/tools-home-improvement/toto-toilet-seat/search-terms)
## **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.
0%10%$129K20%$257K30%$386K40%$515K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 17 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**TOTO SoftClose Slow Close Elongated Toilet Seat and Lid Cotton White - SS124#01**TOTO**$74.92**4.4★251 rev](https://www.amazon.com/dp/B0792S2R4F) [2**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**$53.11**4.3★551 rev](https://www.amazon.com/dp/B09BQL4YKG) [3**Soft Close Toilet Seat Elongated and Lid for TOTO SS114#01 Cotton White Mounting Hardware included**LavishStream**$53.72**4.1★94 rev](https://www.amazon.com/dp/B0D53HLLS5) [4**TOTO SoftClose Slow Close Elongated Toilet Seat and Lid Cotton White - SS114#01**TOTO**$64.30**4.5★7,377 rev](https://www.amazon.com/dp/B0018LD9GW) [5**SS114 Toilet Seat Elongated Compatible with TOTO SS113/SS154/SS224/SS204**gcbcrit**$53.98**4.4★73 rev](https://www.amazon.com/dp/B0D4VGQMTP)
**~~View all top sellers →~~**
### **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**$359.86**303 rev1y ago](https://www.amazon.com/dp/B0FCTR1Y75) [**TOTO WASHLET S5 Electronic Bidet Toilet Seat with Instantaneous Water Heating PREMIST and EWATER+ Wand Cleaning Elongated Cotton White - SW3446#01**TOTO**$620.67**300 rev1y ago](https://www.amazon.com/dp/B0FCTH1NSS) [**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**$54.32**36 rev2y ago](https://www.amazon.com/dp/B0D5J4Y9HQ) [**Soft Close Toilet Seat Elongated and Lid for TOTO SS114#01 Cotton White Mounting Hardware included**LavishStream**$53.72**94 rev2y ago](https://www.amazon.com/dp/B0D53HLLS5) [**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**$53.00**28 rev2y ago](https://www.amazon.com/dp/B0D53RGWZR)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**TOTO SoftClose Slow Close Elongated Toilet Seat and Lid Sedona Beige - SS114#12**TOTO**$79.98**4.5★**▲ 258%**](https://www.amazon.com/dp/B0013BINKO) [**WSSROGY Toilet Seat Elongated Slow Close Hinges Non-Slip Bumpers White**WSSROGY**$37.66**4.4★**▲ 120%**](https://www.amazon.com/dp/B09YM6RJBJ) [**TOTO SoftCloseSlow Close Round Toilet Seat and Lid Cotton White - SS113#01**TOTO**$66.18**4.5★**▲ 99%**](https://www.amazon.com/dp/B000QTZOBK) [**TOTO WASHLET S2 Electronic Bidet Toilet Seat with Instantaneous Water Heating PREMIST and EWATER+ Wand Cleaning Elongated Cotton White - SW3346#01**TOTO**$359.86**4.6★**▲ 89%**](https://www.amazon.com/dp/B0FCTR1Y75) [**TOTO SoftClose Slow Close Elongated Toilet Seat and Lid Bone - SS114#03**TOTO**$89.24**4.5★**▲ 81%**](https://www.amazon.com/dp/B001DEJ5SA)
**~~View all trending →~~**
## **What buyers say about toto toilet seat**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Assembly/Installation**22%
*“EASY installation”*
**Quality-Overall**16%
*“The build quality is excellent”*
**Size-Overall**8%
*“Fit the description”*
**Comfort-Overall**7%
*“comfortable product”*
**Value For Money**6%
*“Great value for the money”*
**Ease Of Cleaning**5%
*“this really helps with cleanliness”*
**Advertised Vs Actual Product**5%
*“As advertised”*
**Strength**2%
*“Sturdy, easy to install”*
**Ease Of Use**2%
*“easy to put on and off”*
**Cushion**2%
*“Great toilet seat”*
### **What buyers complain about **
**Durability**10%
*“The durability is NOT great”*
**Quality-Overall**8%
*“Quality control issues”*
**Instructions/User Manual/Troubleshooting**7%
*“not worded instructions”*
**Size-Overall**6%
*“Fits a little loose”*
**Ease Of Cleaning**5%
*“A bit tricky to pop off to clean”*
**Assembly/Installation**5%
*“spent over an hour trying to install this one”*
**Noise Level**4%
*“Its just loud”*
**Value For Money**4%
*“This is not inexpensive”*
**Functionality-Overall**3%
*“Does not work correctly”*
**Strength**3%
*“Too flimsy”*
### **Top return reasons **
**Size-Overall**39%
**Defective Material/Parts**14%
**Color**8%
**Advertised Vs Actual Product**5%
**Compatibility-Overall**5%
**Assembly/Installation**3%
**Functionality-Overall**3%
**Value For Money**3%
**Add-Ons/Attachments**2%
**Material Quality**2%
## **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.
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