girls underwear
Worth a lookShows low returns (0.2%), but prices mostly outside the sweet spot ($5.18–$17.50) keeps it on the watch list.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Competition
Incredible20%top-5 click share — an open shelf
Review moat
Good846.46avg incumbent reviews — the moat a new listing must climb
Brand share
Good72%top-5 brand share — brands hold most of the demand
Conversion
Good4.4%search→purchase rate — share of searches ending in a sale
Growth
Okay+10.7%90-day search growth — must beat 0% to launch
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Okay£10.23avg listing price — sweet spot $15–$100
Market size
Okay£155K£155K/yr · 348K searches
Price range
Bad£5.18–£17.50cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, girls underwear is a £155K/yr Amazon United Kingdom market (348K searches/yr). The top 5 brands hold 72% of demand. Demand peaks in Aug. Verdict: Worth a look — 55/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
girls underwear market data
- Units sold / yr
- 15K–20K
- avg 100–250/product
- Revenue / yr
- £153K–£205K
- units × avg price
- Conversion rate
- 4.4%
- Avg BSR
- #38
- Page quality
- 0%
- Prime
- 99%
- Sponsored
- 88%
- Out of stock
- 4.0%
- Avg brand age
- 41 months
- Avg seller age
- 187 days
Competition & brand share
Clicks spread well past the top 5 (20% combined) — an open shelf where new products get seen.Brands
27 falling
Sellers
28
Top-5 brand share
72%
Top 20: 98%
Top-5 click share
20%
Top 20: 48%
Open market
22%
- JackLoveBriefs31%
- GM Apparel12%
- Soleurfe12%
- Adorel10%
- AYBUY7%
- Domee5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +10.7% search growth over the last 90 days.Peak months: Aug · busiest ÷ quietest = 1.5×
Top girls underwear search terms
- girls knickers54K/yr
- girls pants44K/yr
- girls underwear45K/yr
- girls knickers 12-13 years19K/yr
- girls knickers 11-12 years19K/yr
- girls knickers 9-10 years20K/yr
- girls knickers 7-8 years14K/yr
- girls underwear 13-14 years old12K/yr
- girls knickers 3-4 years12K/yr
- girls pants 11-12 years11K/yr
Top girls underwear 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
JackLoveBriefs Teenage Girls Knickers 12 Pack Underwear Comfortable Briefs Cotton Pants Multicolor 8-12 Years M
JackLoveBriefs£13.874.5★2,305 rev
Soleurfe Girls Pants for Age 12-14 Teen Girls Knickers Soft Mid Waist Teenager Underwear for Daily Wear at Home School
Soleurfe£9.764.3★208 rev
JackLoveBriefs Girls Cotton Knickers Pants Age 2-3 Years Multicolor Size S 12 Pack
JackLoveBriefs£9.614.6★1,982 rev
JackLoveBriefs Girls Knickers 9 Pack Comfortable Cotton Briefs for Girls (2-3 Years) Multicolor Size: 100
JackLoveBriefs£13.494.6★1,598 rev
GM Apparel 10 Pack Girls Knickers 100% Cotton Briefs Underpants Underwear Pants Multicolor 9-10 Years
GM Apparel£9.824.4★183 rev
Newest
by launch date
Soleurfe Girls Pants for Age 12-14 Premium Combed Cotton Underwear Soft Heather Knickers Breathable Colourfast Skin-friendly for Girls with Sensory Issues
Soleurfe£6.8032 rev
Girls Boxer Shorts Underwear Pack of 5 Cotton Mix Briefs Ages 9-16
Fashion by Purdashian£8.0611 rev
Soleurfe Girls Boxers Underwear Cotton Black Grey White Pants breathable Comfort Knickers for Teens 12-14 Years for school sports days Pack of 6
Soleurfe£12.21185 rev
Soleurfe Girls Pants for Age 12-14 Teen Girls Knickers Soft Mid Waist Teenager Underwear for Daily Wear at Home School
Soleurfe£9.76208 rev
JackLoveBriefs Girl Pant Cotton Girl Knickers Age 2-3 Years MULTICOLOR Size:S
JackLoveBriefs£9.54420 rev
Trending
90-day click momentumGirls Boxer Shorts Underwear Pack of 5 Cotton Mix Briefs Ages 9-16
Fashion by Purdashian£8.064.7★
JackLoveBriefs Girl Pant Cotton Girl Knickers Age 5-7 Years MULTICOLOR Size:L
JackLoveBriefs£9.544.7★
GM Apparel 7 Pack Girls Toddlers Briefs Knickers | Underwear Underpants | Featuring Animal Unicorn Fairy & Ballerina Themes in (5-6 Years Moon & Stars)
GM Apparel£7.004.7★
Soleurfe Girls Pants for Age 12-14 Premium Combed Cotton Underwear Soft Heather Knickers Breathable Colourfast Skin-friendly for Girls with Sensory Issues
Soleurfe£6.804.6★
ZVZK Period Pants Heavy Flow Girls 30ML Absorb Cotton Knickers Briefs Underwear Mid Waist Hipster Menstrual Panties for teenage 8-18 Years (M 4 BLACK)
ZVZK£13.454.3★
What buyers say about girls underwear
What buyers praise and complain about, mined from review topics.What buyers love
“Fit as described and good quality”
“Overall, this is an excellent product that delivers exactly what it promises”
“Very comfortable”
“Great value”
“soft material comfortable”
“Lovely and soft”
“easy to wash”
“The wash well”
“Nice colours”
“Cute little designs”
What buyers complain about
“Not a great fit”
“Poor quality straight out of the bag”
“Cheap material”
“So thick and bulky elastic at waist and thigh seams”
“Bit expensive”
“Untrue information”
“Also theres a hole in them”
“First two pairs my daughter wore both ripped by the end of the day”
“They are Really thin”
“Leopard print wasnt what I expected”
Top return reasons
Common questions
- Is girls underwear profitable to sell on Amazon United Kingdom?
- The niche generates £155K/yr across 112 tracked products. 0 of 17 products launched in the last 360 days are still selling. 90-day search growth is +10.7%. Flapen's verdict: Worth a look (55/100).
- How competitive is the girls underwear niche?
- 27 brands and 28 sellers compete. The top 5 products take 20% of clicks and top 5 brands hold 72% of demand.
- What do buyers complain about in girls underwear?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Material Quality. The return rate is 0.2%.
- When does demand for girls underwear peak?
- Demand peaks in Aug; the busiest month runs 1.5× the quietest.
- What does it cost to enter the girls underwear niche?
- Listings span £5.18–£17.50; the average listing price is £10.23 (sweet spot $15–$100). The average incumbent carries 846 reviews — the moat a new listing must climb.