pull ups
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 6% kills the launch gate
Conversion
Great8.0%search→purchase rate — share of searches ending in a sale
Competition
Good42%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Price range
Good£3.77–£36.48cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good£12.68avg listing price — sweet spot $15–$100
Market size
Good£296K£296K/yr · 292K searches
Review moat
Okay2,142.95avg incumbent reviews — the moat a new listing must climb
Brand share
Okay84%top-5 brand share — brands hold most of the demand
Growth
Okay+2.2%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, pull ups is a £296K/yr Amazon United Kingdom market (292K searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Feb–Mar. Verdict: Worth a look — 59/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 25K–30K
- avg 750–1,000/product
- Revenue / yr
- £317K–£380K
- units × avg price
- Launch success
- —
- 2 of 3 new (360d)
- Conversion rate
- 8.0%
- Avg BSR
- #27
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 69%
- Out of stock
- 0.0%
- Avg brand age
- 46 months
- Avg seller age
- 163 days
Competition
The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.Brands
15 rising
Sellers
90
Top-5 brand share
84%
Top 20: 100%
Top-5 click share
42%
Top 20: 79%
Open market
14%
- HUGGIES56%
- by Amazon12%
- Ninjamas9%
- Joyo roy4%
- Bambo Nature4%
- Pura2%
- Open — no brand owns it (9 brands, 14%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +2.2% search growth over the last 90 days.Peak months: Feb, Mar · busiest ÷ quietest = 1.7×
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 39 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Huggies Pull-Ups Trainers Night Nappy Pants for 2-4 Years - Size 6-7 Pull Up Nappies (36 Pants) - Extra Night Time Protection - Support for Consistent Potty Training Routines
HUGGIES£7.364.6★755 rev
HUGGIES DryNites Pyjama Pants Girls 4-7 Years (17-30KG) 30 x Bedwetting Pants Up to 100% Leak Free Nights
HUGGIES£9.384.6★2,180 rev
by Amazon Disney Nappy Pants Size 6 (15+ kg) 60 Count White (Previously a Mama Bear brand same product)
by Amazon£11.544.2★7,048 rev
Pampers Ninjamas Pyjama Pants Unisex Spaceships 4-7 Years 60 Pyjama Pants 17kg - 30kg All-Night Leak Protection
Ninjamas£17.814.7★205 rev
Huggies DryNites Bedwetting Pyjama Pants Age 4-7 17-30kg
HUGGIES£13.594.3★996 rev
Newest
by launch date
by Amazon Disney Nappy Pants - Size 7 (17+ kg) - 56 Pants
by Amazon£11.017,046 rev
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
Nundies Youth Pants Disposable Nappy Pants for Kids & Teens Day & Night Leak Protection Odour Control Soft Slim Fit Underwear for Boys & Girls - Medium (4-7 Years) - 15 Pack
Nundies£7.7549 rev
HUGGIES 2 Pack Pant Set
HUGGIES£7.609 rev
Nutmeg Ultra Dry Pants Size 8 Pack of 24
Nutmeg£4.650 rev
Trending
90-day click momentumby Amazon Disney Nappy Pants - Size 7 (17+ kg) - 56 Pants
by Amazon£11.014.2★
HUGGIES 2 Pack Pant Set
HUGGIES£7.604.0★
Potty Training Pants for Boys Girls6 Packs Reusable Baby Toddler Training Pants Soft Washable 2-6 Years (as8 Age 3_Years Regular Blue)
Heekcaa£19.494.2★
JackLoveBriefs Baby Potty Training Pants Boys Girls Training Underwear Reusable 10 Packs L Multicolor
JackLoveBriefs£20.344.2★
Joyo roy Reusable Training Pants for Baby Boy 5T 4Pack Potty Training Pants 100% Cotton Cloth Nappies Size 5 Padded Underwear for Toddlers Toilet Potty Trainer Underwear for Boys Reusable Diapers
Joyo roy£14.944.0★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“they fit perfectly”
“haven't leaked through”
“Very good nappies”
“save some money too”
“Comfy good fit”
“Absorbent”
“Love the Disney design on them too”
“Soft and fit snug,”
“excellent quality👌🏻 Go to brand if you are looking for a similar durable product for your child”
“These are really great potty training pants”
What buyers complain about
“They still leak”
“Waste of money”
“Sizes seem a little off”
“Within 2 days his bum had a rash”
“Did not keep my 9 year old dry at all”
“Not very absorbant”
“They also don't feel any thicker than standard nappies so im doubtful of their actual absorbancy claims”
“Quality has changed”
“Misleading”
“They have stained some of the inside of her PJ's”
Top return reasons
Common questions
- Is pull ups profitable to sell on Amazon United Kingdom?
- The niche generates £296K/yr across 39 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is +2.2%. Flapen's verdict: Worth a look (59/100).
- How competitive is the pull ups niche?
- 15 brands and 90 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 84% of demand.
- What do buyers complain about in pull ups?
- Top complaints mined from reviews: Leak-Proof, Value For Money, Size-Overall. The return rate is 0.1%.
- When does demand for pull ups peak?
- Demand peaks in Feb–Mar; the busiest month runs 1.7× the quietest.
- What does it cost to enter the pull ups niche?
- Listings span £3.77–£36.48; the average listing price is £12.68 (sweet spot $15–$100). The average incumbent carries 2,143 reviews — the moat a new listing must climb.
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