ninjamas
Skip itBrand-locked demand (top 5 brands take 95% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible15.1%search→purchase rate — share of searches ending in a sale
Review moat
Good791.59avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Avg price
Good£12.23avg listing price — sweet spot $15–$100
Price range
Good£4.97–£24.99cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay£164K£164K/yr · 89K searches
Competition
Okay68%top-5 click share — leaders hold, buyers still browse
Growth
Bad-15.2%90-day search growth — must beat 0% to launch
Brand share
Bad95%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, ninjamas is a £164K/yr Amazon United Kingdom market (89K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in May–Sep–Oct. Verdict: Skip it — 48/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
ninjamas market data
- Units sold / yr
- 8K–10K
- avg 750–1,000/product
- Revenue / yr
- £98K–£122K
- units × avg price
- Conversion rate
- 15.1%
- Avg BSR
- #225
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 71%
- Out of stock
- 0.0%
- Avg brand age
- 40 months
- Avg seller age
- 176 days
Competition & brand share
The top 5 products take 68% of clicks — established leaders, but buyers still shop beyond them.Brands
8 rising
Sellers
54
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
68%
Top 20: 100%
Open market
3%
- Ninjamas72%
- LEGO8%
- Power Rangers7%
- HUGGIES5%
- FLYISH DIRECT3%
- Nundies2%
- Open — no brand owns it (2 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 76 weeks — -15.2% search growth over the last 90 days.Peak months: May, Sep, Oct · busiest ÷ quietest = 9.3×
Top ninjamas search terms
- ninjamas65K/yr
- ninjamas 4-7 boys15K/yr
- ninja pants3K/yr
- ninjamas 4-72K/yr
- pampers ninjamas3K/yr
Top ninjamas 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.
All 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Pampers Ninjamas Pyjama Pants Unisex Spaceships 4-7 Years 60 Pyjama Pants 17kg - 30kg All-Night Leak Protection
Ninjamas£17.814.7★205 rev
Pampers Ninjamas Pyjama Pants Unisex Spaceships 8-12 Years 54 Pants 27kg-43kg All-Night Leak Protection
Ninjamas£18.904.4★227 rev
LEGO Ninjago Boys Ninjago Pyjamas - Snug Fit - Ages Multicoloured 4-5 Years
LEGO£13.154.5★1,011 rev
Pampers Ninjamas Pyjama Pants Unisex Hearts 4-7 Years 60 Pyjama Pants 17kg - 30kg All-Night Leak Protection
Ninjamas£19.994.7★205 rev
Pampers Ninjamas Pyjama Pants Unisex Hearts 8-12 Years 54 Pyjama Pants 27kg - 43kg All-Night Leak Protection
Ninjamas£18.464.4★227 rev
Newest
by launch date
Nundies Youth Pants Disposable Nappy Pants for Kids & Teens Day & Night Leak Protection Odour Control Soft Slim Fit Underwear for Boys & Girls - Large (815 Years) - 12 Pack
Nundies£6.6749 rev
FLYISH DIRECT Potty Training Pants Reusable Diaper Skirts 100% Cotton Absorbent Toilet Training Pants for Boys 2 Pieces Waterproof Potty Pants for Toddlers 7-9 Years Bulldog
FLYISH DIRECT£24.99622 rev
Huggies DryNites Pyjama Pants Boys 4-7 Years (17-30KG) Up to 100% Leak Free Nights Bedwetting Pants 26 Count
HUGGIES£8.183,792 rev
Pampers Ninjamas Unisex Spaceships 8-12 Years 14 Pants
Pampers£8.160 rev
Pampers Ninjamas Pyjama Pants Unisex Spaceships 4-7 Years 60 Pyjama Pants 17kg - 30kg All-Night Leak Protection
Ninjamas£17.81205 rev
Trending
90-day click momentumLEGO Ninjago Boys Ninjago Pyjamas - Snug Fit - Ages Multicoloured 4-5 Years
LEGO£13.154.5★
Power Rangers Boys Ninja Steel Pyjamas Snuggle Fit Multicoloured Age 4 to 5 Years
Power Rangers£12.944.4★
Power Rangers Boys Ninja Steel Pyjamas Snuggle Fit Multicoloured Age 7 to 8 Years
Power Rangers£12.894.4★
JackLoveBriefs Boys Briefs Dinosaur Truck toddler underwear boys(Pack of 12 4-5 years MULTICOLOR Size:120)
JackLoveBriefs£14.924.6★
FLYISH DIRECT Potty Training Pants Reusable Diaper Skirts 100% Cotton Absorbent Toilet Training Pants for Boys 2 Pieces Waterproof Potty Pants for Toddlers 7-9 Years Bulldog
FLYISH DIRECT£24.993.6★
What buyers say about ninjamas
What buyers praise and complain about, mined from review topics.What buyers love
“No leaks”
“They fit well”
“Good value for money in comparison to buying from supermarket”
“Very good quality”
“Great training pants”
“Theyre comfy, quiet, and the Spaceships design is a hit”
“Reliable product, keeps my little one dry all night and he loves the designs”
“plenty of stretch so comfortable to wear”
“Hopefully they do the job through the night without tearing or irritating his skin”
“absorb is good good for people with autism not not much sound comes out of them”
What buyers complain about
“Barely fit my 10 year old so doubt it would fit a 12 year old”
“Did not keep my 9 year old dry at all”
“They have stained some of the inside of her PJ's”
“Not leakproof”
“Very disappointed, didnt absorb anything”
“waste of money”
Top return reasons
Common questions
- Is ninjamas profitable to sell on Amazon United Kingdom?
- The niche generates £164K/yr across 17 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -15.2%. Flapen's verdict: Skip it (48/100).
- How competitive is the ninjamas niche?
- 8 brands and 54 sellers compete. The top 5 products take 68% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in ninjamas?
- Top complaints mined from reviews: Size-Overall, Moist/Dry, Stain Resistance. The return rate is 0.1%.
- When does demand for ninjamas peak?
- Demand peaks in May–Sep–Oct; the busiest month runs 9.3× the quietest.
- What does it cost to enter the ninjamas niche?
- Listings span £4.97–£24.99; the average listing price is £12.23 (sweet spot $15–$100). The average incumbent carries 792 reviews — the moat a new listing must climb.