Industry's standard rolls are 12" and 24". These rolls are 10", there is nothing in this page at all about the size of the roll. (At the time of writing this review, they will likely ninja edit the page and remove this review, they already edited one review response). Do not buy. You are being ripped off by someone repackaging Chinese vinyl, that is too small to be used in anything but a children's shirt. Terrible company, will not be using ever again.