---
title: "Girls Underwear — £155K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/fashion/girls-underwear"
last_updated: "2026-07-31T17:59:40.437Z"
locale: en
meta:
description: "Niche score 55/100 · £155K/yr market · 348K searches/yr. Prices mostly outside the sweet spot ($5.18–$17.50) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · £155K/yr market · 348K searches/yr. Prices mostly outside the sweet spot ($5.18–$17.50) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Girls Underwear — £155K/yr Amazon UK Niche (2026) - Flapen"
---
# **girls underwear**
**Worth a look**
Shows low returns (0.2%), but prices mostly outside the sweet spot ($5.18–$17.50) keeps it on the watch list.
Market size 33Growth 38Conversion 53Competition 95Returns 99Price range 20Avg price 35Brand share 55Review moat 66Quality gap 37
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Competition**
**Incredible****20%**
top-5 click share — an open shelf
**Review moat**
**Good****846.46**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Good****72%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Good****4.4%**
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**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Okay****£10.23**
avg listing price — sweet spot $15–$100
**Market size**
**Okay****£155K**
£155K/yr · 348K searches
**Price range**
**Bad****£5.18–£17.50**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
9K7KHoliday '24Prime Day '25Spike '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Aug · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/fashion/girls-underwear/trend)
## **Top girls underwear search terms**
- **girls knickers**54K/yr+8.6%1.7% conv. - **girls pants**44K/yr+4.8%2.0% conv. - **girls underwear**45K/yr+2.6%0.9% conv. - **girls knickers 12-13 years**19K/yr+13.0%5.2% conv. - **girls knickers 11-12 years**19K/yr+12.8%5.0% conv. - **girls knickers 9-10 years**20K/yr+2.7%6.8% conv. - **girls knickers 7-8 years**14K/yr+9.3%3.4% conv. - **girls underwear 13-14 years old**12K/yr+16.7%3.6% conv. - **girls knickers 3-4 years**12K/yr+13.7%3.9% conv. - **girls pants 11-12 years**11K/yr+20.5%6.1% conv. [**All search terms **](https://flapen.com/research/uk/fashion/girls-underwear/search-terms)
## **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.
0%2%£3K4%£6K6%£9K8%£12K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**JackLoveBriefs Teenage Girls Knickers 12 Pack Underwear Comfortable Briefs Cotton Pants Multicolor 8-12 Years M**JackLoveBriefs**£13.87**4.5★2,305 rev](https://www.amazon.co.uk/dp/B0CNXHFFD9) [2**Soleurfe Girls Pants for Age 12-14 Teen Girls Knickers Soft Mid Waist Teenager Underwear for Daily Wear at Home School**Soleurfe**£9.76**4.3★208 rev](https://www.amazon.co.uk/dp/B0F99GLK9S) [3**JackLoveBriefs Girls Cotton Knickers Pants Age 2-3 Years Multicolor Size S 12 Pack**JackLoveBriefs**£9.61**4.6★1,982 rev](https://www.amazon.co.uk/dp/B09F8S2JXM) [4**JackLoveBriefs Girls Knickers 9 Pack Comfortable Cotton Briefs for Girls (2-3 Years) Multicolor Size: 100**JackLoveBriefs**£13.49**4.6★1,598 rev](https://www.amazon.co.uk/dp/B08KL4QRDJ) [5**GM Apparel 10 Pack Girls Knickers 100% Cotton Briefs Underpants Underwear Pants Multicolor 9-10 Years**GM Apparel**£9.82**4.4★183 rev](https://www.amazon.co.uk/dp/B0DTTQSPJL)
**~~View all top sellers →~~**
### **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**£6.80**32 rev6mo ago](https://www.amazon.co.uk/dp/B0GHRNMD32) [**Girls Boxer Shorts Underwear Pack of 5 Cotton Mix Briefs Ages 9-16**Fashion by Purdashian**£8.06**11 rev6mo ago](https://www.amazon.co.uk/dp/B0GGTWBWP8) [**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**£12.21**185 rev1y ago](https://www.amazon.co.uk/dp/B0FJ73V6T7) [**Soleurfe Girls Pants for Age 12-14 Teen Girls Knickers Soft Mid Waist Teenager Underwear for Daily Wear at Home School**Soleurfe**£9.76**208 rev1y ago](https://www.amazon.co.uk/dp/B0F99GLK9S) [**JackLoveBriefs Girl Pant Cotton Girl Knickers Age 2-3 Years MULTICOLOR Size:S**JackLoveBriefs**£9.54**420 rev1y ago](https://www.amazon.co.uk/dp/B0F6L8DCV2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Girls Boxer Shorts Underwear Pack of 5 Cotton Mix Briefs Ages 9-16**Fashion by Purdashian**£8.06**4.7★**▲ 67%**](https://www.amazon.co.uk/dp/B0GGTWBWP8) [**JackLoveBriefs Girl Pant Cotton Girl Knickers Age 5-7 Years MULTICOLOR Size:L**JackLoveBriefs**£9.54**4.7★**▲ 55%**](https://www.amazon.co.uk/dp/B0F6L7YRB6) [**GM Apparel 7 Pack Girls Toddlers Briefs Knickers | Underwear Underpants | Featuring Animal Unicorn Fairy & Ballerina Themes in (5-6 Years Moon & Stars)**GM Apparel**£7.00**4.7★**▲ 53%**](https://www.amazon.co.uk/dp/B0F1DM72H6) [**Soleurfe Girls Pants for Age 12-14 Premium Combed Cotton Underwear Soft Heather Knickers Breathable Colourfast Skin-friendly for Girls with Sensory Issues**Soleurfe**£6.80**4.6★**▲ 49%**](https://www.amazon.co.uk/dp/B0GHRNMD32) [**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**£13.45**4.3★**▲ 32%**](https://www.amazon.co.uk/dp/B0D57DYGXN)
**~~View all trending →~~**
## **What buyers say about girls underwear**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Size-Overall**20%
*“Fit as described and good quality”*
**Quality-Overall**19%
*“Overall, this is an excellent product that delivers exactly what it promises”*
**Comfort-Overall**15%
*“Very comfortable”*
**Value For Money**8%
*“Great value”*
**Material Quality**8%
*“soft material comfortable”*
**Soft Feel**5%
*“Lovely and soft”*
**Washability**4%
*“easy to wash”*
**Machine Wash Suitability**3%
*“The wash well”*
**Color**3%
*“Nice colours”*
**Design-Overall**2%
*“Cute little designs”*
### **What buyers complain about **
**Size-Overall**34%
*“Not a great fit”*
**Quality-Overall**20%
*“Poor quality straight out of the bag”*
**Material Quality**7%
*“Cheap material”*
**Stretchability/Expandability/Elasticity**4%
*“So thick and bulky elastic at waist and thigh seams”*
**Value For Money**3%
*“Bit expensive”*
**Advertised Vs Actual Product**3%
*“Untrue information”*
**Gap/Hole**2%
*“Also theres a hole in them”*
**Durability**2%
*“First two pairs my daughter wore both ripped by the end of the day”*
**Thickness**2%
*“They are Really thin”*
**Print Quality**1%
*“Leopard print wasnt what I expected”*
### **Top return reasons **
**Size-Overall**39%
**Waist Fit**13%
**Material Quality**10%
**Quality-Overall**6%
**Waist High**5%
**Shape/Style**5%
**Length**5%
**Gap/Hole**3%
**Pockets/Compartments**3%
**Thin**2%
## **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.
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