- Flapen Score
- 45 / 100Top 14% of 214 Home niches · +9 vs the category median of 3645
- Market size
- $4K/yr24K searches / yr
- 90-day growth
- +26.3%search demand this quarter
- Competition
- 61%top-5 click share · 18 brands · 38 sellers
Flapen Score
Pillow against its category
The dotted line is the Home average. Past it, Pillow is stronger. Inside it, weaker.
Market
The Pillow market on Amazon at a glance
Shoppers on Amazon Singapore searched for Pillow 24K times last year and spent an estimated $4K. The top 5 brands take 67% of clicks. Flapen scores it 45 out of 100, a Fail.
01 · Demand
An estimated 0.3% of those searches ended in a purchase.
Shoppers searched for this 24K times in the last 12 months. That counts every search on Amazon Singapore for this niche's terms. An estimated 0.3% of those searches ended in a purchase. Searches in the last 90 days moved +26.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated $4K a year.
- Searches, last 12 months
- 24K
- Growth, 90 days vs prior 90
- +26.3%
- Conversion, latest week
- 0.3%
- Market size, estimated
- $4Ka year
- Top search term
- pillow21K searches a year
02 · Price
A sale here is worth $56.87.
Listings sell for $56.87 on average, from $13.86 to $141.47. Amazon reports units sold in ranges. This niche sold 250 to 500 a year. The average listing sells 0 to 100 of them. At $56.87 that is $0 to $6K a year per listing.
- Average price
- $56.87inside the $15 to $100 sweet spot
- Price range
- $13.86–$141.47
- Amazon Singapore median price
- $30.00across 1,590 niches
- Units sold a year
- 250–500
- Units per listing a year
- 0–100
- Revenue per listing a year
- $0–$6K
- Returns
- 1.2%of orders · Amazon Singapore median 0.0%
03 · Entry bar
The bar here is reviews.
38% of listings pay for placement with sponsored ads. 83% ship with Prime. On an average day, 19.0% of listings are out of stock. The average listing ranks #26 within Home. It carries 15,159 reviews at 4.36 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 38%
- Prime listings
- 83%
- Out of stock, average day
- 19.0%
- Average rank
- #26in Home
- Average rating
- 4.36 starsAmazon Singapore average 4.47 stars
- Average reviews
- 15,159per listing
- Listings tracked
- 24
04 · Newcomers
0 of last year's 4 launches cleared the first-year sales bar.
4 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 52 months on average, so the names here are settling in.
- Launched, last 12 months
- 4
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 52 months
Products
Top Pillow products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Utopia Bedding Bed Pillows for Sleeping Queen Size (White) Set of 2 Cooling Hotel Quality Gusseted Pillow for Back Stomach or Side Sleepers
- Price
- $61.43
- Rating
- 4.5/5
- Reviews
- 107,335
- Age
- 9y ago

Tempur 83300272 Pillow Original Pillow White Firm A Gentle Fit from Head to Neck Can Be Used by Back/Side Sleepers to Support a Good Nights Sleep L Height: Approx. 4.5 inches (11.5 cm
- Price
- $141.47
- Rating
- 4.4/5
- Reviews
- 5,500
- Age
- 4y ago

Utopia Bedding Bed Pillows for Sleeping King Size (White) Set of 2 Cooling Hotel Quality Gusseted Pillow for Back Stomach or Side Sleepers
- Price
- $64.05
- Rating
- 4.5/5
- Reviews
- 107,335
- Age
- 7y ago

EIUE Hotel Collection Bed Pillows for Sleeping 2 Pack Queen SizePillows for Side and Back Sleepers Super Soft Down Alternative Microfiber Filled Pillows 20 x 30 Inches
- Price
- $53.24
- Rating
- 4.4/5
- Reviews
- 34,527
- Age
- 5y ago

MZOIMZO Bed Pillows for Sleeping Standard Size Set of 2 Cooling Hotel Quality with Premium Soft Down Alternative Fill for Back Stomach or Side Sleepers
- Price
- $39.81
- Rating
- 4.4/5
- Reviews
- 19,651
- Age
- 4y ago
Trending
estimated 90-day click momentum
PureDown Goose Feathers and Down Stanard/Queen Size Pillows Gusseted Hotel Collection Bed Pillows Set of 2 White
- Price
- $73.00
- Rating
- 4.2/5
- Reviews
- 22,416
- Age
- 7mo ago

EPITEX Fitted Waterproof Pillow Protector Bed Protector Antibacterial And Anti-Mite Bedding Protector Waterproof (1pc)
- Price
- $13.86
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 2y ago

Elegear Deep Sleep Cooling Neck Pillow-L Zero-Pressure Tech Orthopedic Pillow Provides Ultra-soft Cloud Support&BreathabAle Ergonomic Contour Cervical Pillow for Neck Pain Relief Side&Back Sleeper
- Price
- $62.50
- Rating
- 4.1/5
- Reviews
- 96
- Age
- 7mo ago

Pizuna 400 Thread Count Standard Pillowcases Set of 2 White 100% Long staple Cotton-Oxford-Pillow-Covers Soft Sateen Weave Queen Size Pillow Cases (100% Rose Pillow-Cases-50x75)
- Price
- $30.98
- Rating
- 4.5/5
- Reviews
- 751
- Age
- 5y ago

EIUE Hotel Collection Bed Pillows for Sleeping 2 Pack Queen SizePillows for Side and Back Sleepers Super Soft Down Alternative Microfiber Filled Pillows 20 x 30 Inches
- Price
- $53.24
- Rating
- 4.4/5
- Reviews
- 34,527
- Age
- 5y ago
Newest
by launch date
Elegear Deep Sleep Cooling Neck Pillow-L Zero-Pressure Tech Orthopedic Pillow Provides Ultra-soft Cloud Support&BreathabAle Ergonomic Contour Cervical Pillow for Neck Pain Relief Side&Back Sleeper
- Price
- $62.50
- Rating
- 4.1/5
- Reviews
- 96
- Age
- 7mo ago

PureDown Goose Feathers and Down Stanard/Queen Size Pillows Gusseted Hotel Collection Bed Pillows Set of 2 White
- Price
- $73.00
- Rating
- 4.2/5
- Reviews
- 22,416
- Age
- 7mo ago

MORIPiLO (Morishita) Pillow Made in Japan Firm (Japanese Modern SOBA) Easy to Turn Over Neck Fit Buckwheat Hull Suitable for Side Sleeping Domestic Heat Treatment Approx. 13 x 21.6 x 3.9
- Price
- $38.92
- Rating
- 4.3/5
- Reviews
- 76
- Age
- 10mo ago

Momcozy Pregnancy Pillows for Sleeping U Shaped Full Body Maternity Pillow with Removable Cover - Support for Back Legs Belly HIPS for Pregnant Women 57 Inch Pregnancy Pillow for Women Grey
- Price
- $48.58
- Rating
- 5.0/5
- Reviews
- 3
- Age
- 10mo ago

Serta Hotel Collection Pillows White Goose Feather Down Fiber Gusseted 100% Cotton King Size Set of 2 2 Count
- Price
- $111.45
- Rating
- 4.2/5
- Reviews
- 406
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 61% of clicks. Leaders hold, but buyers still shop past them.
Brands
18 falling
Sellers
38
Est. top-5 brand share
67%
Top 20: 100%
Est. top-5 click share
61%
Top 20: 95%
Open market
28%
- Utopia Bedding35%
- TEMPUR13%
- EIUE7%
- EPITEX6%
- FLEW6%
- MZOIMZO5%
Demand
Pillow search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jun, Oct, Nov · busiest ÷ quietest = 1.9× · 11 of 12 months tracked
Reviews and returns
What reviews say buyers love and hate about Pillow
We read the reviews and the return reasons for every product selling here.
“Small”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
11 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Pillow questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









