maternity clothes
Worth a lookShows a fragmented shelf (top 5 take 28% of clicks), but weak search conversion (0.4%) keeps it on the watch list.
Competition
Great28%top-5 click share — an open shelf
Avg price
Great£17.85avg listing price — sweet spot $15–$100
Brand share
Great56%top-5 brand share — no brand owns this niche
Returns
Good2.2%return rate — above 5% kills the launch gate
Price range
Good£5.87–£33.33cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Review moat
Good1,269.63avg incumbent reviews — the moat a new listing must climb
Market size
Okay£112K£112K/yr · 1.5M searches
Growth
Bad-3.3%90-day search growth — must beat 0% to launch
Conversion
Bad0.4%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, maternity clothes is a £112K/yr Amazon United Kingdom market (1.5M searches/yr). The top 5 brands hold 56% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
maternity clothes market data
- Units sold / yr
- 8K–10K
- avg 100–250/product
- Revenue / yr
- £143K–£179K
- units × avg price
- Conversion rate
- 0.4%
- Avg BSR
- #51
- Page quality
- 0%
- Prime
- 99%
- Sponsored
- 91%
- Out of stock
- 2.5%
- Avg brand age
- 42 months
- Avg seller age
- 171 days
Competition & brand share
Clicks spread well past the top 5 (28% combined) — an open shelf where new products get seen.Brands
38 rising
Sellers
53
Top-5 brand share
56%
Top 20: 91%
Top-5 click share
28%
Top 20: 56%
Open market
37%
- VALANDY19%
- Smallshow13%
- G4Free8%
- DDOBB8%
- AMIYOYO8%
- Foucome7%
Demand & seasonality
Weekly Amazon search volume, last 87 weeks — -3.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top maternity clothes search terms
- maternity clothes361K/yr
- maternity dress189K/yr
- maternity158K/yr
- maternity leggings211K/yr
- maternity trousers87K/yr
- maternity dresses56K/yr
- maternity dresses for women50K/yr
- maternity jeans72K/yr
- maternity tops51K/yr
- maternity clothing55K/yr
Top maternity clothes 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
AMIYOYO Maternity Leggings Over Bump High Waisted Stretchy Belly Support Pregnancy Pants Women Yoga Workout Trousers Black M
AMIYOYO£7.854.3★218 rev
VALANDY Creamlush Maternity Leggings Over Bump Buttery Soft Belly Support Adjustable High Waisted Pregnancy Pants Yoga Pajama Black
VALANDY£8.164.5★852 rev
DDOBB 2 Pack Maternity Leggings Over Bump with Pockets High Waist Black Soft Belly Support Stretchy Pregnancy Pants Yoga Workout Pajama Trousers
DDOBB£16.304.3★692 rev
VALANDY Creamlush Maternity Leggings Over Bump Buttery Soft Belly Support Adjustable High Waisted Pregnancy Pants Yoga Pajama Black
VALANDY£8.494.5★852 rev
VALANDY Creamlush High Waist Over Bump Maternity Leggings with Pockets
VALANDY£7.844.0★43 rev
Newest
by launch date
Foucome Womens Maternity Jeans Stretch Boyfriend Jeans Over Belly Loose Pregnancy Denim Pants Dark Blue Medium
Foucome£26.355 rev
VALANDY Creamlush High Waist Over Bump Maternity Leggings with Pockets
VALANDY£7.8443 rev
G4Free Maternity Clothes for Women UK Yoga Pants Over Bump Maternity Wide Leg Work Trousers Pregnancy Joggers Petite Light Khaki L
G4Free£21.8188 rev
LILLUSORY Womens Oversized T Shirts UK Summer Plus Size Gym Tops Black 2XL
LILLUSORY£9.74123 rev
Ekouaer Nighties for Women Button Pleated Short Sleeve Ladies Nightdress 1-Black M
Ekouaer£11.46160 rev
Trending
90-day click momentumFoucome Womens Maternity Jeans Stretch Boyfriend Jeans Over Belly Loose Pregnancy Denim Pants Dark Blue Medium
Foucome£26.353.9★
GRECERELLE Womens Maxi Dress Ladies Summer Casual Short Sleeve Long Dresses with Pocket for Daily Holiday Travel Maternity (Black XL)
GRECERELLE£13.664.4★
Ekouaer Nighties for Women Button Pleated Short Sleeve Ladies Nightdress 1-Black M
Ekouaer£11.464.4★
LILLUSORY Womens Oversized T Shirts UK Summer Plus Size Gym Tops Black 2XL
LILLUSORY£9.744.4★
Smallshow Womens Maternity Nursing Dress Split Long Breastfeeding Clothes Navy M
Smallshow£19.694.0★
What buyers say about maternity clothes
What buyers praise and complain about, mined from review topics.What buyers love
“So comfortable”
“Sizing is accurate”
“Good quality very comfy”
“very soft material”
“Stretchy and soft”
“For the price”
“Deep pockets, feels great and nice and cool”
“Love the material and so comfy”
“Not see through”
“Easy to use”
What buyers complain about
“Unpleasant smell”
“Poor quality”
“Not at all transparent”
“the fit is loose”
“more like yoga trousers material”
“they're itchy”
“they dont seem to have much stretch at all for bump to grow”
“uncomfortable in comparison”
“Thin”
“The product is rather flimsy”
Top return reasons
Common questions
- Is maternity clothes profitable to sell on Amazon United Kingdom?
- The niche generates £112K/yr across 91 tracked products. 0 of 24 products launched in the last 360 days are still selling. 90-day search growth is -3.3%. Flapen's verdict: Worth a look (53/100).
- How competitive is the maternity clothes niche?
- 38 brands and 53 sellers compete. The top 5 products take 28% of clicks and top 5 brands hold 56% of demand.
- What do buyers complain about in maternity clothes?
- Top complaints mined from reviews: Smell, Quality-Overall, Transparency. The return rate is 2.2%.
- When does demand for maternity clothes peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the maternity clothes niche?
- Listings span £5.87–£33.33; the average listing price is £17.85 (sweet spot $15–$100). The average incumbent carries 1,270 reviews — the moat a new listing must climb.