An aluminum phosphate or polyphosphate-based pigment product is made by a process comprising contacting phosphoric acid with aluminum sulfate and an alkaline solution to produce an aluminum phosphate based product; and optionally calcining the aluminum phosphate based product at an elevated temperature, wherein the process is substantially free of an organic acid. The aluminum phosphate or polyphosphate-based pigment is amorphous. The amorphous aluminum phosphate or polyphosphate characterized by a bulk density of less than 2.30 grams per cubic centimeter and a phosphorus to aluminum mole ratio of greater than 0.8. The composition is useful in paints and as a substitute for titanium dioxide.