white exterior paint
Worth a lookShows a sweet-spot price point ($20.57 avg), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Avg price
Great$20.57avg listing price — sweet spot $15–$100
Returns
Great1.3%return rate — above 5% kills the launch gate
Price range
Great$6.42–$54.87cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good6.8%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Growth
Good+45.3%90-day search growth — must beat 0% to launch
Market size
Okay$174K$174K/yr · 124K searches
Competition
Okay64%top-5 click share — leaders hold, buyers still browse
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Review moat
Bad8,673.64avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, white exterior paint is a $174K/yr Amazon United States market (124K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in May–Jun–Jul–Aug. Verdict: Worth a look — 56/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
white exterior paint market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- $165K–$206K
- units × avg price
- Conversion rate
- 6.8%
- Avg BSR
- #68
- Page quality
- 0%
- Prime
- 82%
- Sponsored
- 64%
- Out of stock
- 0.0%
- Avg brand age
- 66 months
- Avg seller age
- 152 days
Competition & brand share
The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.Brands
11 falling
Sellers
64
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
64%
Top 20: 98%
Open market
8%
- Rust-Oleum63%
- EVOLVE8%
- CIONIA8%
- Krylon7%
- Valspar3%
- DWIL3%
- Open — no brand owns it (5 brands, 8%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +45.3% search growth over the last 90 days.Peak months: May, Jun, Jul, Aug · busiest ÷ quietest = 6.1×
Top white exterior paint search terms
- white exterior paint19K/yr
- white outdoor paint16K/yr
- outdoor white paint11K/yr
- exterior white paint12K/yr
- white exterior paint gallon8K/yr
- white gloss paint10K/yr
- white outdoor paint for wood5K/yr
- exterior white paint for wood5K/yr
- gloss white paint7K/yr
- high gloss white paint7K/yr
Top white exterior paint 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 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Rust-Oleum Painters Touch Latex Brush-On Paint Semi-Gloss White
Rust-Oleum$16.714.5★31,417 rev
Rust-Oleum 369384 Advanced Dry Door & Trim Paint Quart Satin White
Rust-Oleum$19.604.6★2,153 rev
CIONIA All-in-One Paint - Multi Surface White Paint - Furniture and Cabinet for Interior/Exterior - No Sanding Quick Drying Perfect for Wood Wall Metal and More 5 Oz
CIONIA$13.444.2★681 rev
Rust-Oleum Painters Touch Latex Brush-On Paint Gloss White
Rust-Oleum$16.544.5★31,417 rev
EVOLVE Barn & Fence Paint Flat (White) 1 Gallon Durable Scratch-Resistant Wood Coating for Outbuildings & Fences Fast-Dry Water-Based Formula
EVOLVE$33.004.4★503 rev
Newest
by launch date
Mollor Waterproof Exterior Paint and Primer In One Outdoor White Paint for Wall Stucco and Brick Paint Exterior Flat 32 Oz
Mollor$39.6611 rev
KOMPOZIT Acrylic Paint & Primer (2-in-1) - White Satin - Interior & Exterior Painting House - Walls Ceilings Doors Trim All-purpose Quick-drying Odorless Paint - Made in USA (1 Gallon)
KOMPOZIT$54.8770 rev
Anirun White Paint Touch-Up Paint for Furniture Cabinets Wood No Sanding Fast Drying Water Based Multi Surface 6.35 oz
Anirun$14.10773 rev
White Touch Up Paint High-Gloss Multi Surface Acrylic White Touch Up Paint Pen Scratch Repair for Metal Walls Cabinets Appliances Wood Door Furniture Enamel 1.5 Fl Oz
SENVEN$9.671,323 rev
Rust-Oleum Painters Touch Latex Brush-On Paint Satin Blossom White
Rust-Oleum$9.42363 rev
Trending
90-day click momentumMollor Waterproof Exterior Paint and Primer In One Outdoor White Paint for Wall Stucco and Brick Paint Exterior Flat 32 Oz
Mollor$39.663.8★
KOMPOZIT Acrylic Paint & Primer (2-in-1) - White Satin - Interior & Exterior Painting House - Walls Ceilings Doors Trim All-purpose Quick-drying Odorless Paint - Made in USA (1 Gallon)
KOMPOZIT$54.874.3★
Rust-Oleum Painters Touch 2X Ultra Cover Spray Paint Flat White
Rust-Oleum$6.424.6★
Rust-Oleum Painters Touch Latex Brush-On Paint Semi-Gloss White
Rust-Oleum$10.274.5★
EVOLVE Barn & Fence Paint Flat (White) 1 Gallon Durable Scratch-Resistant Wood Coating for Outbuildings & Fences Fast-Dry Water-Based Formula
EVOLVE$33.004.4★
What buyers say about white exterior paint
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent paint”
“Overall, really good primer”
“Easy to apply”
“Covers well”
“Good price”
“Its easy to apply and dries quickly”
“The color was perfect”
“Great for acrylic paint”
“no scratching-even on foam”
“works well”
What buyers complain about
“Terrible paint”
“Small can”
“not pure white”
“Really poor performing product”
“Price is too high”
“is much thinner”
“it just didn't seem to have good coverage”
“hard to get out of the bottle”
“Doesnt work”
“Bad strong smell”
Top return reasons
Common questions
- Is white exterior paint profitable to sell on Amazon United States?
- The niche generates $174K/yr across 22 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +45.3%. Flapen's verdict: Worth a look (56/100).
- How competitive is the white exterior paint niche?
- 11 brands and 64 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in white exterior paint?
- Top complaints mined from reviews: Paint Quality, Size-Overall, Color. The return rate is 1.3%.
- When does demand for white exterior paint peak?
- Demand peaks in May–Jun–Jul–Aug; the busiest month runs 6.1× the quietest.
- What does it cost to enter the white exterior paint niche?
- Listings span $6.42–$54.87; the average listing price is $20.57 (sweet spot $15–$100). The average incumbent carries 8,674 reviews — the moat a new listing must climb.