maxi pads postpartum
Worth a lookShows low returns (0.4%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.4%return rate — above 6% kills the launch gate
Conversion
Incredible12.3%search→purchase rate — share of searches ending in a sale
Market size
Great$1.5M$1.5M/yr · 719K searches
Avg price
Great$17.26avg listing price — sweet spot $15–$100
Price range
Great$5.30–$45.18cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good48%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-0.6%90-day search growth — must beat 0% to launch
Review moat
Bad8,157.75avg incumbent reviews — the moat a new listing must climb
Brand share
Bad98%top-5 brand share — brand-locked demand
Competition
The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.Brands
7 flat
Sellers
138
Top-5 brand share
98%
Open market
1%
- Always65%
- Kotex27%
- Stayfree3%
- Always Discreet2%
- Amazon Basics1%
- U by Kotex1%
- Open — no brand owns it (1 brand, 1%)
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 32 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Always Maxi Overnight Pads with Wings for Women Size 5 Extra Heavy Overnight Absorbency Unscented 36 Count
Always$10.574.7★24,467 rev
Always Maxi Overnight Pads with Wings Size 5 Extra Heavy Overnight Unscented 72 Count
Always$20.604.7★24,467 rev
Always Radiant Feminine Pads for Women Flexfoam Pads with Wings Size 5 Extra Heavy Overnight Absorbency Lightly Scented 54 Count (3 Packs of 18)
Always$21.834.7★10,716 rev
Kotex Ultra Thin Overnight Pads with Wings Extra Heavy Absorbency 34 Count (Packaging May Vary)
Kotex$9.644.6★826 rev
Kotex Overnight Maxi Pads 39 Count (Packaging May Vary)
Kotex$8.984.6★396 rev
Newest
by launch date
Kotex Overnight Maxi Pads 78 Count (2 Packs of 39)(Packaging May Vary)
Kotex$17.14396 rev
Always Discreet Adult Incontinence Pads for Women Maximum Absorbency Regular Length Postpartum Pads Up to 100% Bladder Leak Protection 48 Count
Always Discreet$13.72253 rev
Kotex Ultra Thin Overnight Pads with Wings Extra Heavy Absorbency 34 Count (Packaging May Vary)
Kotex$9.64826 rev
Kotex Overnight Maxi Pads 39 Count (Packaging May Vary)
Kotex$8.98396 rev
Kotex Ultra Thin Overnight Pads with Wings Heavy Absorbency 36 Count (Packaging May Vary)
Kotex$8.78826 rev
Trending
90-day click momentumKotex Overnight Maxi Pads 78 Count (2 Packs of 39)(Packaging May Vary)
Kotex$17.144.6★
Bambody Absorbent Period Panties - Bamboo Rayon - Period Underwear for Women and Teens - All-Day Long - Overnight Protection- Leakproof - Large - 3 Pack: Black
Bambody$34.084.4★
Always Maxi Overnight Feminine Pads with Wings for Women Size 6 Ultimate Heavy Overnight Absorbency Unscented Up to 100% Leak-Free Protection 21 Count
Always$8.724.6★
U by Kotex Maxi Pads Overnight Unscented 14 ea (Pack of 5)
Kotex$35.454.2★
Always Discreet Adult Incontinence Pads for Women Maximum Absorbency Regular Length Postpartum Pads Up to 100% Bladder Leak Protection 48 Count
Always Discreet$13.724.3★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -0.6% search growth over the last 90 days.Peak months: May, Jun · busiest ÷ quietest = 2.1×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent Product”
“comfortable to wear”
“I experienced no leakage”
“Good value for the money”
“Highly absorbent”
“I especially liked the length”
“Exactly as described”
“the thickness of the purple ones, they would be the best”
“Soft and absorbent”
“comfortable protection”
What buyers complain about
“Not as thick as size 5”
“Too large”
“They leak”
“Adhesive does not work”
“do not absorb”
“Strong plastic smell”
“Bad quality”
“Scratchy and uncomfortable”
“Not as described”
“Allergic to something”