---
title: "Pull Ups — £296K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/pull-ups"
last_updated: "2026-07-21T11:17:53.782Z"
locale: en
meta:
description: "Niche score 59/100 · £296K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 59/100 · £296K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Pull Ups — £296K/yr Amazon UK Niche (2026) - Flapen"
---
# **pull ups**
**Worth a look**
Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 51Growth 28Conversion 79Competition 71Returns 100Price range 66Avg price 56Brand share 35Review moat 44Quality gap 67
**Returns**
**Incredible****0.1%**
return rate — above 6% kills the launch gate
**Conversion**
**Great****8.0%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****42%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Price range**
**Good****£3.77–£36.48**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Good****£12.68**
avg listing price — sweet spot $15–$100
**Market size**
**Good****£296K**
£296K/yr · 292K searches
**Review moat**
**Okay****2,142.95**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Okay****84%**
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 ~~](https://flapen.com/research/methodology)
## **pull ups 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 & brand share**
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.
10K6KSpike '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb, Mar · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/baby-products/pull-ups/trend)
## **Top pull ups search terms**
- **pull ups**97K/yr+5.6%7.5% conv. - **nappy pants**53K/yr+12.2%3.5% conv. - **night time nappies**16K/yr+16.2%7.5% conv. - **night nappies**20K/yr-29.5%8.6% conv. - **huggies pull ups**12K/yr-17.9%5.5% conv. - **pull up nappies**11K/yr+0.2%3.7% conv. - **nighttime nappies**7K/yr+44.7%7.7% conv. - **drynites 4-7**9K/yr-19.6%12.1% conv. - **night nappies age 4-7**7K/yr+34.3%15.9% conv. - **huggies drynites 4-7**7K/yr-35.2%11.3% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/pull-ups/search-terms)
## **Top pull ups 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%4%£12K8%£24K12%£35K16%£47K1101001K10K100K 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 39 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£7.36**4.6★755 rev](https://www.amazon.co.uk/dp/B08B8NTNJL) [2**HUGGIES DryNites Pyjama Pants Girls 4-7 Years (17-30KG) 30 x Bedwetting Pants Up to 100% Leak Free Nights**HUGGIES**£9.38**4.6★2,180 rev](https://www.amazon.co.uk/dp/B0866KPQNG) [3**by Amazon Disney Nappy Pants Size 6 (15+ kg) 60 Count White (Previously a Mama Bear brand same product)**by Amazon**£11.54**4.2★7,048 rev](https://www.amazon.co.uk/dp/B092DT65KS) [4**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) [5**Huggies DryNites Bedwetting Pyjama Pants Age 4-7 17-30kg**HUGGIES**£13.59**4.3★996 rev](https://www.amazon.co.uk/dp/B0076Z8676)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**by Amazon Disney Nappy Pants - Size 7 (17+ kg) - 56 Pants**by Amazon**£11.01**7,046 rev2mo ago](https://www.amazon.co.uk/dp/B0FHQBHMHG) [**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) [**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**£7.75**49 rev11mo ago](https://www.amazon.co.uk/dp/B0F36HWR4B) [**HUGGIES 2 Pack Pant Set**HUGGIES**£7.60**9 rev1y ago](https://www.amazon.co.uk/dp/B0F7S1X4WY) [**Nutmeg Ultra Dry Pants Size 8 Pack of 24**Nutmeg**£4.65**0 rev1y ago](https://www.amazon.co.uk/dp/B0F5X817HV)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**by Amazon Disney Nappy Pants - Size 7 (17+ kg) - 56 Pants**by Amazon**£11.01**4.2★**▲ 283%**](https://www.amazon.co.uk/dp/B0FHQBHMHG) [**HUGGIES 2 Pack Pant Set**HUGGIES**£7.60**4.0★**▲ 279%**](https://www.amazon.co.uk/dp/B0F7S1X4WY) [**Potty Training Pants for Boys Girls6 Packs Reusable Baby Toddler Training Pants Soft Washable 2-6 Years (as8 Age 3_Years Regular Blue)**Heekcaa**£19.49**4.2★**▲ 218%**](https://www.amazon.co.uk/dp/B0BX3CYK3H) [**JackLoveBriefs Baby Potty Training Pants Boys Girls Training Underwear Reusable 10 Packs L Multicolor**JackLoveBriefs**£20.34**4.2★**▲ 215%**](https://www.amazon.co.uk/dp/B0DBH5XFKB) [**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**£14.94**4.0★**▲ 208%**](https://www.amazon.co.uk/dp/B0923M5V8K)
**~~View all trending →~~**
## **What buyers say about pull ups**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Size-Overall**15%
*“they fit perfectly”*
**Leak-Proof**14%
*“haven't leaked through”*
**Quality-Overall**13%
*“Very good nappies”*
**Value For Money**11%
*“save some money too”*
**Comfort-Overall**7%
*“Comfy good fit”*
**Absorbency**6%
*“Absorbent”*
**Design-Overall**4%
*“Love the Disney design on them too”*
**Soft Feel**3%
*“Soft and fit snug,”*
**Durability**3%
*“excellent quality👌🏻 Go to brand if you are looking for a similar durable product for your child”*
**Exercise/Sports Suitability**2%
*“These are really great potty training pants”*
### **What buyers complain about **
**Leak-Proof**36%
*“They still leak”*
**Value For Money**10%
*“Waste of money”*
**Size-Overall**8%
*“Sizes seem a little off”*
**Allergies**7%
*“Within 2 days his bum had a rash”*
**Moist/Dry**6%
*“Did not keep my 9 year old dry at all”*
**Absorbency**5%
*“Not very absorbant”*
**Thickness**4%
*“They also don't feel any thicker than standard nappies so im doubtful of their actual absorbancy claims”*
**Quality-Overall**3%
*“Quality has changed”*
**Advertised Vs Actual Product**2%
*“Misleading”*
**Stain Resistance**2%
*“They have stained some of the inside of her PJ's”*
### **Top return reasons **
**Size-Overall**50%
**Moist/Dry**38%
**Functionality-Overall**13%
## **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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