---
title: "Ninjamas — £164K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/ninjamas"
last_updated: "2026-08-11T04:45:39.747Z"
locale: en
meta:
description: "Niche score 48/100 · £164K/yr market · 89K searches/yr · £12.23 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · £164K/yr market · 89K searches/yr · £12.23 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Ninjamas — £164K/yr Amazon UK Niche (2026) - Flapen"
---
# **ninjamas**
**Skip it**
Brand-locked demand (top 5 brands take 95% of clicks) — this niche doesn't clear our bar today.
Market size 34Growth 17Conversion 97Competition 28Returns 100Price range 50Avg price 52Brand share 14Review moat 68Quality gap 65
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****15.1%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Good****791.59**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Good****£12.23**
avg listing price — sweet spot $15–$100
**Price range**
**Good****£4.97–£24.99**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****£164K**
£164K/yr · 89K searches
**Competition**
**Okay****68%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Bad****-15.2%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****95%**
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 ~~](https://flapen.com/research/methodology)
## **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.
9K7KPrime Day '25Spike '25Spike '26 seasonFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: May, Sep, Oct · busiest ÷ quietest = 9.3×
[**Open Trend **](https://flapen.com/research/uk/baby-products/ninjamas/trend)
## **Top ninjamas search terms**
- **ninjamas**65K/yr+4.6%12.6% conv. - **ninjamas 4-7 boys**15K/yr-33.6%15.9% conv. - **ninja pants**3K/yr-12.5%8.5% conv. - **ninjamas 4-7**2K/yr-0.9%14.6% conv. - **pampers ninjamas**3K/yr-77.2%4.5% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/ninjamas/search-terms)
## **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.
0%10%£16K20%£33K30%£49K40%£66K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 17 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Pampers Ninjamas Pyjama Pants Unisex Spaceships 4-7 Years 60 Pyjama Pants 17kg - 30kg All-Night Leak Protection**Ninjamas**£17.81**4.7★205 rev](https://www.amazon.co.uk/dp/B0D49MR2R9) [2**Pampers Ninjamas Pyjama Pants Unisex Spaceships 8-12 Years 54 Pants 27kg-43kg All-Night Leak Protection**Ninjamas**£18.90**4.4★227 rev](https://www.amazon.co.uk/dp/B0D49NJKVR) [3**LEGO Ninjago Boys Ninjago Pyjamas - Snug Fit - Ages Multicoloured 4-5 Years**LEGO**£13.15**4.5★1,011 rev](https://www.amazon.co.uk/dp/B0749RD372) [4**Pampers Ninjamas Pyjama Pants Unisex Hearts 4-7 Years 60 Pyjama Pants 17kg - 30kg All-Night Leak Protection**Ninjamas**£19.99**4.7★205 rev](https://www.amazon.co.uk/dp/B0D49NJPPV) [5**Pampers Ninjamas Pyjama Pants Unisex Hearts 8-12 Years 54 Pyjama Pants 27kg - 43kg All-Night Leak Protection**Ninjamas**£18.46**4.4★227 rev](https://www.amazon.co.uk/dp/B0D49NTVDR)
**~~View all top sellers →~~**
### **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**£6.67**49 rev11mo ago](https://www.amazon.co.uk/dp/B0F36NJ19W) [**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**£24.99**622 rev1y ago](https://www.amazon.co.uk/dp/B0DRD2BYYX) [**Huggies DryNites Pyjama Pants Boys 4-7 Years (17-30KG) Up to 100% Leak Free Nights Bedwetting Pants 26 Count**HUGGIES**£8.18**3,792 rev2y ago](https://www.amazon.co.uk/dp/B0D6NMQT3R) [**Pampers Ninjamas Unisex Spaceships 8-12 Years 14 Pants**Pampers**£8.16**0 rev2y ago](https://www.amazon.co.uk/dp/B0D9QW285V) [**Pampers Ninjamas Pyjama Pants Unisex Spaceships 4-7 Years 60 Pyjama Pants 17kg - 30kg All-Night Leak Protection**Ninjamas**£17.81**205 rev2y ago](https://www.amazon.co.uk/dp/B0D49MR2R9)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**LEGO Ninjago Boys Ninjago Pyjamas - Snug Fit - Ages Multicoloured 4-5 Years**LEGO**£13.15**4.5★**▲ 275%**](https://www.amazon.co.uk/dp/B0749RD372) [**Power Rangers Boys Ninja Steel Pyjamas Snuggle Fit Multicoloured Age 4 to 5 Years**Power Rangers**£12.94**4.4★**▲ 271%**](https://www.amazon.co.uk/dp/B07C3RKDMD) [**Power Rangers Boys Ninja Steel Pyjamas Snuggle Fit Multicoloured Age 7 to 8 Years**Power Rangers**£12.89**4.4★**▲ 271%**](https://www.amazon.co.uk/dp/B07C3Q1S6C) [**JackLoveBriefs Boys Briefs Dinosaur Truck toddler underwear boys(Pack of 12 4-5 years MULTICOLOR Size:120)**JackLoveBriefs**£14.92**4.6★**▲ 260%**](https://www.amazon.co.uk/dp/B0BG2KCG6M) [**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**£24.99**3.6★**▲ 222%**](https://www.amazon.co.uk/dp/B0DRD2BYYX)
**~~View all trending →~~**
## **What buyers say about ninjamas**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Leak-Proof**26%
*“No leaks”*
**Size-Overall**19%
*“They fit well”*
**Value For Money**16%
*“Good value for money in comparison to buying from supermarket”*
**Quality-Overall**8%
*“Very good quality”*
**Exercise/Sports Suitability**6%
*“Great training pants”*
**Comfort-Overall**6%
*“Theyre comfy, quiet, and the Spaceships design is a hit”*
**Design-Overall**5%
*“Reliable product, keeps my little one dry all night and he loves the designs”*
**Stretchability/Expandability/Elasticity**3%
*“plenty of stretch so comfortable to wear”*
**Allergies**3%
*“Hopefully they do the job through the night without tearing or irritating his skin”*
**Absorbency**2%
*“absorb is good good for people with autism not not much sound comes out of them”*
### **What buyers complain about **
**Size-Overall**36%
*“Barely fit my 10 year old so doubt it would fit a 12 year old”*
**Moist/Dry**14%
*“Did not keep my 9 year old dry at all”*
**Stain Resistance**11%
*“They have stained some of the inside of her PJ's”*
**Leak-Proof**7%
*“Not leakproof”*
**Absorbency**7%
*“Very disappointed, didnt absorb anything”*
**Value For Money**7%
*“waste of money”*
### **Top return reasons **
**Size-Overall**69%
**Feet Fit**15%
**Quality-Overall**8%
**Material Quality**8%
## **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.
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