Is girls pyjamas profitable to sell on Amazon United Kingdom?

The niche generates £128K/yr across 243 tracked products. 0 of 86 products launched in the last 360 days are still selling. 90-day search growth is -18.5%. Flapen's verdict: Worth a look (53/100).

How competitive is the girls pyjamas niche?

48 brands and 55 sellers compete. The top 5 products take 12% of clicks and top 5 brands hold 42% of demand.

What do buyers complain about in girls pyjamas?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Stitch/Finish/Polish. The return rate is 1.8%.

When does demand for girls pyjamas peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 5.4× the quietest.

What does it cost to enter the girls pyjamas niche?

Listings span £3.94–£24.56; the average listing price is £11.37 (sweet spot $15–$100). The average incumbent carries 266 reviews — the moat a new listing must climb.

girls pyjamas

Worth a look

Shows a fragmented shelf (top 5 take 12% of clicks), but soft demand (-18.5% this quarter) keeps it on the watch list.

Competition

Incredible12%

top-5 click share — an open shelf

Brand share

Great42%

top-5 brand share — no brand owns this niche

Review moat

Great265.9

avg incumbent reviews — the moat a new listing must climb

Returns

Great1.8%

return rate — above 5% kills the launch gate

Price range

Okay£3.94–£24.56

cheapest to priciest tracked listing — scored on the share inside $15–$100

Avg price

Okay£11.37

avg listing price — sweet spot $15–$100

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay£128K

£128K/yr · 770K searches

Conversion

Bad1.5%

search→purchase rate — share of searches ending in a sale

Growth

Bad-18.5%

90-day search growth — must beat 0% to launch

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, girls pyjamas is a £128K/yr Amazon United Kingdom market (770K searches/yr). The top 5 brands hold 42% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 53/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

girls pyjamas market data

Units sold / yr: 8K–10K; avg 0–100/product
Revenue / yr: £91K–£114K; units × avg price
Conversion rate: 1.5%
Avg BSR: #159
Page quality: 0%
Prime: 95%
Sponsored: 84%
Out of stock: 15.8%
Avg brand age: 41 months
Avg seller age: 189 days

Competition & brand share

Clicks spread well past the top 5 (12% combined) — an open shelf where new products get seen.

Brands

48 rising

Sellers

Top-5 brand share

42%

Top 20: 89%

Top-5 click share

12%

Top 20: 31%

Open market

53%

Ewbob11%
Risipu7%
ThePyjamaFactory7%
KAKU NANU7%
The Essentials Wardrobe7%
SWOMOG7%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -18.5% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 5.4×

Open Trend

Top girls pyjamas search terms

girls pyjamas238K/yr -26.8%0.4% conv.
girls pjs74K/yr -28.8%0.3% conv.
girls short pyjamas22K/yr +76.3%0.6% conv.
pjs for girls53K/yr -22.4%0.2% conv.
pyjamas for kids girls51K/yr -28.3%0.4% conv.
kids pjs47K/yr -22.5%0.2% conv.
kids pyjamas50K/yr -55.4%0.2% conv.
girls pyjamas 11-12 years32K/yr -20.3%1.8% conv.
girls summer pyjamas7K/yr +338.6%0.4% conv.
pajamas for girls22K/yr -9.5%0.2% conv.

All search terms

Top girls pyjamas 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Risipu Silk Pyjamas Kids Set Unisex Short Sleeve Girls Pyjamas Solid Color for Kids (UK Age 11 Years 12 Years Regular Champagne)

Risipu£9.173.8★155 rev

Smazero Little Girls Unicorn Pyjamas Sets Cotton Short Sleeved Summer Pjs for Kids Pajamas 3-8 Years Sleepwear - 4-Piece Pink-purple

Smazero£14.454.7★130 rev

ThePyjamaFactory Girls Be Kind Love Short Cotton Pyjama Set (11-12 Years) Black

ThePyjamaFactory£7.254.6★207 rev

Ewbob Girls Silk Satin Pyjamas Set Short Sleeve Button-Down Kids PJs Breathable Soft Nightwear Children Sleepwear Age 5-14(C9-001)-Pink Bow-11-12Y

Ewbob£12.984.5★326 rev

Ewbob Girls Pyjamas Set Short Sleeve Button Down kids pjs Soft And Breathable Adorable Loungewear Ages 5-14C34-Yellow Checker-11-12Y

Ewbob£10.764.1★44 rev

Newest

by launch date

KAKU NANU Girls Pyjamas Satin Short Pyjamas for Girls Pink Summer Pjs Set 11 12 Years

KAKU NANU£12.7418 rev

4mo ago

KAKU NANU Girls Pyjamas Satin Short Pyjamas for Girls Pink Summer Pjs Set 13 Years

KAKU NANU£12.8518 rev

4mo ago

Ewbob Girls Pyjamas Set Short Sleeve Button Down kids pjs Soft And Breathable Adorable Loungewear Ages 5-14C34-Purple heart-9-10Y

Ewbob£10.6244 rev

6mo ago

Ewbob Girls Pyjamas Set Short Sleeve Button Down kids pjs Soft And Breathable Adorable Loungewear Ages 5-14C34-Yellow Checker-11-12Y

Ewbob£10.7644 rev

6mo ago

The Essentials Wardrobe 3PK Girls LS Long Pyjamas- Heart - 12-13 Yrs

The Essentials Wardrobe£13.0045 rev

10mo ago

What buyers say about girls pyjamas

What buyers praise and complain about, mined from review topics.

What buyers love

Size-Overall21%

“Fits to size”

Quality-Overall20%

“Good quality, fair price, arrived as stated”

Comfort-Overall9%

“Lovely comfy”

Value For Money8%

“Good value”

Material Quality7%

“Good soft material”

Soft Feel5%

“smooth on the skin”

Washability5%

“the colours still look nice after washing”

Warmth3%

“Perfect for summer”

Design-Overall3%

“The design is cute”

Machine Wash Suitability3%

“Easy to wash”

What buyers complain about

Size-Overall34%

“Size is smaller”

Quality-Overall12%

“Sweatshop! Absolute rubbish. Impulse buy because they looked pretty but my God what trash.”

Stitch/Finish/Polish7%

“seams all came apart”

Material Quality3%

“Material feels cheap, looks a bit see through and thin”

Color3%

“Colour of top faded”

Gap/Hole1%

“small head hole”

Allergies1%

“had to wear a T-shirt under the top as the seems were rather itchy”

Machine Wash Suitability1%

“so it needs gentle washing to keep it in good condition”

Thickness1%

“is thin”

Value For Money1%

“For kids PJs i would say a little expensive”

Top return reasons

Size-Overall62%

Material Quality12%

Quality-Overall7%

Length4%

Waist Fit3%

Color2%

Advertised Vs Actual Product2%

Feet Fit1%

Arm Fit1%

Shape/Style1%

Common questions

Is girls pyjamas profitable to sell on Amazon United Kingdom?: The niche generates £128K/yr across 243 tracked products. 0 of 86 products launched in the last 360 days are still selling. 90-day search growth is -18.5%. Flapen's verdict: Worth a look (53/100).
How competitive is the girls pyjamas niche?: 48 brands and 55 sellers compete. The top 5 products take 12% of clicks and top 5 brands hold 42% of demand.
What do buyers complain about in girls pyjamas?: Top complaints mined from reviews: Size-Overall, Quality-Overall, Stitch/Finish/Polish. The return rate is 1.8%.
When does demand for girls pyjamas peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 5.4× the quietest.
What does it cost to enter the girls pyjamas niche?: Listings span £3.94–£24.56; the average listing price is £11.37 (sweet spot $15–$100). The average incumbent carries 266 reviews — the moat a new listing must climb.