Is water based paint profitable to sell on Amazon United States?

The niche generates $533K/yr across 18 tracked products. 90-day search growth is +13.1%. Flapen's verdict: Skip it (48/100).

How competitive is the water based paint niche?

5 brands and 71 sellers compete. The top 5 products take 68% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in water based paint?

Top complaints mined from reviews: Smell, Color, Paint Quality. The return rate is 0.8%.

When does demand for water based paint peak?

Demand peaks in Jul; the busiest month runs 2.1× the quietest.

What does it cost to enter the water based paint niche?

Listings span $5.49–$46.10; the average listing price is $19.52 (sweet spot $15–$100). The average incumbent carries 4,858 reviews — the moat a new listing must climb.

water based paint

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Avg price

Great$19.52

avg listing price — sweet spot $15–$100

Price range

Great$5.49–$46.10

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Good6.5%

search→purchase rate — share of searches ending in a sale

Market size

Good$533K

$533K/yr · 420K searches

Growth

Okay+13.1%

90-day search growth — must beat 0% to launch

Competition

Okay68%

top-5 click share — leaders hold, buyers still browse

Review moat

Bad4,858

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, water based paint is a $533K/yr Amazon United States market (420K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul. Verdict: Skip it — 48/100.

Data updated Jul 30, 2026 · scored weekly · How we score niches

water based paint market data

Units sold / yr: 30K–40K; avg 2,000–2,500/product
Revenue / yr: $586K–$781K; units × avg price
Conversion rate: 6.5%
Avg BSR: #20
Page quality: 0%
Prime: 94%
Sponsored: 78%
Out of stock: 0.0%
Avg brand age: 47 months
Avg seller age: 148 days

Competition & brand share

The top 5 products take 68% of clicks — established leaders, but buyers still shop beyond them.

Brands

5 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

68%

Top 20: 100%

Open market

Crayola74%
The Mega Deals19%
Cra-Z-Art4%
anezus2%
EXTRIC1%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +13.1% search growth over the last 90 days.

Peak months: Jul · busiest ÷ quietest = 2.1×

Open Trend

Top water based paint search terms

crayola washable paint123K/yr +9.3%8.2% conv.
crayola paint132K/yr +8.2%5.1% conv.
crayola paint washable42K/yr +20.1%8.7% conv.
crayola paint set20K/yr +40.3%3.1% conv.
water based paint14K/yr +6.0%1.8% conv.
pait9K/yr +41.6%0.0% conv.
washable paint crayola8K/yr +23.7%6.7% conv.
rainbow paint7K/yr +11.9%0.9% conv.
paint crayola7K/yr +18.8%5.4% conv.
crayola paints7K/yr +23.5%6.3% conv.

All search terms

Top water based 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 18 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Crayola Washable Kids Paint (6ct) School Supplies Painting Set for Kids Spring Crafts Art Teacher Gifts for Toddlers Ages 3+

Crayola$5.494.7★7,655 rev

Crayola Washable Paint (12ct) Teacher Classroom Must Haves Wishlist Essentials Bulk Paint Set for Kids Art Projects 16 Oz Nontoxic Craft Supplies Ages 3+

Crayola$46.104.8★3,885 rev

Crayola Washable Kids Paint Set (12ct) School Supplies for Kids Classic and Glitter Paint Classroom Essentials Toddler Painting Kit Ages 3+ [Amazon Exclusive]

Crayola$14.384.8★10,764 rev

Crayola Washable Finger Paints (6ct) Teacher Classroom Must Haves Toddler Paint Set Nontoxic Finger Paint for Kids Arts & Crafts Supplies for Toddlers [Amazon Exclusive]

Crayola$17.354.8★8,077 rev

Crayola Washable Kids Paint 10 Neon Paint Colors 2 Oz Bottles Gift

Crayola$14.394.8★940 rev

Newest

by launch date

Washable Paint for Kids Toddler Painting Set 6 PK Bulk Gift Bundle

The Mega Deals$36.0513 rev

1y ago

EXTRIC Washable Paint for Kids 12 PK Tempera Finger Paints 2oz Bottles

EXTRIC$15.06514 rev

1y ago

Cra-Z-Art Washable Classic Paint Bulk Pack 8ct Assorted Colors 4oz each bottle

Cra-Z-Art$9.961,269 rev

3y ago

Kids Painting Set Bulk Washable Paint for Toddlers & Cups Gift Bundle

The Mega Deals$35.3193 rev

4y ago

Kids Painting Set Washable Toddler Finger Paint 10 Pack Gift Bundle

The Mega Deals$28.871,005 rev

4y ago

What buyers say about water based paint

What buyers praise and complain about, mined from review topics.

What buyers love

Color17%

“bold colors”

Ease Of Cleaning14%

“Easy to wash”

Washability10%

“Works great, washes easily”

Quality-Overall8%

“Quality and safe product that I trust for my child to use”

Value For Money7%

“Great Deal”

Size-Overall5%

“Great size”

Advertised Vs Actual Product5%

“Arrived as advertised”

Ease Of Use4%

“Easy to use”

Fun/Entertainment Experience4%

“Great fun”

Paint Quality4%

“Good paint”

What buyers complain about

Smell19%

“Smells strong”

Color13%

“The colors are a little off”

Paint Quality10%

“paint was everywhere”

Quality-Overall7%

“Average quality”

Leak-Proof5%

“Three bottles leaked”

Size-Overall4%

“To small for smaller children hands”

Stain Resistance4%

“The black stains skin bright red like you would not believe”

Value For Money3%

“Overpriced and not by Crayola”

Advertised Vs Actual Product2%

“Not accurate description”

Ease Of Cleaning2%

“leave only a small mess for parents to clean up”

Top return reasons

Paint Quality22%

Value For Money20%

Size-Overall15%

Color10%

Advertised Vs Actual Product9%

Quality-Overall5%

Product Condition4%

Smell3%

Leak-Proof2%

Functionality-Overall2%

Common questions

Is water based paint profitable to sell on Amazon United States?: The niche generates $533K/yr across 18 tracked products. 90-day search growth is +13.1%. Flapen's verdict: Skip it (48/100).
How competitive is the water based paint niche?: 5 brands and 71 sellers compete. The top 5 products take 68% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in water based paint?: Top complaints mined from reviews: Smell, Color, Paint Quality. The return rate is 0.8%.
When does demand for water based paint peak?: Demand peaks in Jul; the busiest month runs 2.1× the quietest.
What does it cost to enter the water based paint niche?: Listings span $5.49–$46.10; the average listing price is $19.52 (sweet spot $15–$100). The average incumbent carries 4,858 reviews — the moat a new listing must climb.