---
title: "Water Based Paint — $533K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/toys-games/water-based-paint"
last_updated: "2026-08-08T11:41:49.204Z"
locale: en
meta:
description: "Niche score 48/100 · $533K/yr market · 420K searches/yr · $19.52 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · $533K/yr market · 420K searches/yr · $19.52 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Water Based Paint — $533K/yr Amazon US Niche (2026) - Flapen"
---
# **water based paint**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 61Growth 41Conversion 71Competition 28Returns 96Price range 76Avg price 86Brand share 0Review moat 25Quality gap 21
**Returns**
**Incredible****0.8%**
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**
**Good****6.5%**
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**
**Okay****68%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Bad****4,858**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**71**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**68%**
Top 20: 100%
**Open market**
**0%**
- 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.
15K10KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul · busiest ÷ quietest = 2.1×
[**Open Trend **](https://flapen.com/research/us/toys-games/water-based-paint/trend)
## **Top water based paint search terms**
- **crayola washable paint**123K/yr+9.3%8.2% conv. - **crayola paint**132K/yr+8.2%5.1% conv. - **crayola paint washable**42K/yr+20.1%8.7% conv. - **crayola paint set**20K/yr+40.3%3.1% conv. - **water based paint**14K/yr+6.0%1.8% conv. - **pait**9K/yr+41.6%0.0% conv. - **washable paint crayola**8K/yr+23.7%6.7% conv. - **rainbow paint**7K/yr+11.9%0.9% conv. - **paint crayola**7K/yr+18.8%5.4% conv. - **crayola paints**7K/yr+23.5%6.3% conv. [**All search terms **](https://flapen.com/research/us/toys-games/water-based-paint/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.
0%10%$53K20%$107K30%$160K40%$213K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Crayola Washable Kids Paint (6ct) School Supplies Painting Set for Kids Spring Crafts Art Teacher Gifts for Toddlers Ages 3+**Crayola**$5.49**4.7★7,655 rev](https://www.amazon.com/dp/B09GWCRSQV) [2**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**$46.10**4.8★3,885 rev](https://www.amazon.com/dp/B0044SEK0A) [3![Crayola Washable Kids Paint Set (12ct) School Supplies for Kids Classic and Glitter Paint Classroom Essentials Toddler Painting Kit Ages 3+ [Amazon Exclusive]](https://m.media-amazon.com/images/I/51KPJWkf12L.jpg)**Crayola Washable Kids Paint Set (12ct) School Supplies for Kids Classic and Glitter Paint Classroom Essentials Toddler Painting Kit Ages 3+ \[Amazon Exclusive\]**Crayola**$14.38**4.8★10,764 rev](https://www.amazon.com/dp/B07BYWS5XW) [4![Crayola Washable Finger Paints (6ct) Teacher Classroom Must Haves Toddler Paint Set Nontoxic Finger Paint for Kids Arts & Crafts Supplies for Toddlers [Amazon Exclusive]](https://m.media-amazon.com/images/I/51BwKeRZEBL.jpg)**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**$17.35**4.8★8,077 rev](https://www.amazon.com/dp/B00MC7WV6K) [5**Crayola Washable Kids Paint 10 Neon Paint Colors 2 Oz Bottles Gift**Crayola**$14.39**4.8★940 rev](https://www.amazon.com/dp/B01KQDP0L4)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Washable Paint for Kids Toddler Painting Set 6 PK Bulk Gift Bundle**The Mega Deals**$36.05**13 rev1y ago](https://www.amazon.com/dp/B0FB9M6G84) [**EXTRIC Washable Paint for Kids 12 PK Tempera Finger Paints 2oz Bottles**EXTRIC**$15.06**514 rev1y ago](https://www.amazon.com/dp/B0F5XZ39MQ) [**Cra-Z-Art Washable Classic Paint Bulk Pack 8ct Assorted Colors 4oz each bottle**Cra-Z-Art**$9.96**1,269 rev3y ago](https://www.amazon.com/dp/B0BRX4VTBV) [**Kids Painting Set Bulk Washable Paint for Toddlers & Cups Gift Bundle**The Mega Deals**$35.31**93 rev4y ago](https://www.amazon.com/dp/B0B7K9ZCN5) [**Kids Painting Set Washable Toddler Finger Paint 10 Pack Gift Bundle**The Mega Deals**$28.87**1,005 rev4y ago](https://www.amazon.com/dp/B09RQXVKL8)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Kids Painting Set Bulk Washable Paint for Toddlers & Cups Gift Bundle**The Mega Deals**$35.31**4.3★**▲ 111%**](https://www.amazon.com/dp/B0B7K9ZCN5) [**Kids Painting Set 10 Count Washable Finger Paints for Toddlers Gift Bundle**The Mega Deals**$27.51**4.7★**▲ 78%**](https://www.amazon.com/dp/B09LF5M7C1) [**Crayola Washable Watercolor Paint Sets for Kids & Teachers (12ct) Bulk Classroom School Supplies for Preschool & Kindergarten Wishlist Essentials Crafting Activities for Toddlers**Crayola**$26.36**4.8★**▲ 51%**](https://www.amazon.com/dp/B08B2LH5JZ) [**Crayola Washable Kids Paint 10 Neon Paint Colors 2 Oz Bottles Gift**Crayola**$14.39**4.8★**▲ 47%**](https://www.amazon.com/dp/B01KQDP0L4) [**Kids Painting Set Washable Paint for Toddlers 10 Colors Art Gift Bundle**The Mega Deals**$20.48**4.8★**▲ 27%**](https://www.amazon.com/dp/B09RKR4QM2)
**~~View all trending →~~**
## **What buyers say about water based paint**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**17%
*“bold colors”*
**Ease Of Cleaning**14%
*“Easy to wash”*
**Washability**10%
*“Works great, washes easily”*
**Quality-Overall**8%
*“Quality and safe product that I trust for my child to use”*
**Value For Money**7%
*“Great Deal”*
**Size-Overall**5%
*“Great size”*
**Advertised Vs Actual Product**5%
*“Arrived as advertised”*
**Ease Of Use**4%
*“Easy to use”*
**Fun/Entertainment Experience**4%
*“Great fun”*
**Paint Quality**4%
*“Good paint”*
### **What buyers complain about **
**Smell**19%
*“Smells strong”*
**Color**13%
*“The colors are a little off”*
**Paint Quality**10%
*“paint was everywhere”*
**Quality-Overall**7%
*“Average quality”*
**Leak-Proof**5%
*“Three bottles leaked”*
**Size-Overall**4%
*“To small for smaller children hands”*
**Stain Resistance**4%
*“The black stains skin bright red like you would not believe”*
**Value For Money**3%
*“Overpriced and not by Crayola”*
**Advertised Vs Actual Product**2%
*“Not accurate description”*
**Ease Of Cleaning**2%
*“leave only a small mess for parents to clean up”*
### **Top return reasons **
**Paint Quality**22%
**Value For Money**20%
**Size-Overall**15%
**Color**10%
**Advertised Vs Actual Product**9%
**Quality-Overall**5%
**Product Condition**4%
**Smell**3%
**Leak-Proof**2%
**Functionality-Overall**2%
## **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.
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