maternity knickers
Worth a lookShows low returns (0.9%), but a small market ($62K/yr) keeps it on the watch list.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Brand share
Great52%top-5 brand share — no brand owns this niche
Competition
Great36%top-5 click share — an open shelf
Avg price
Great£16.05avg listing price — sweet spot $15–$100
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Price range
Good£7.48–£28.43cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay3,177.02avg incumbent reviews — the moat a new listing must climb
Conversion
Bad1.5%search→purchase rate — share of searches ending in a sale
Growth
Bad-15.8%90-day search growth — must beat 0% to launch
Market size
Bad£62K£62K/yr · 256K searches
According to Flapen's Amazon United Kingdom niche tracking, maternity knickers is a £62K/yr Amazon United Kingdom market (256K searches/yr). The top 5 brands hold 52% of demand. Demand peaks in Jan–Feb. Verdict: Worth a look — 52/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
maternity knickers market data
- Units sold / yr
- 3K–4K
- avg 0–100/product
- Revenue / yr
- £48K–£64K
- units × avg price
- Conversion rate
- 1.5%
- Avg BSR
- #26
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 88%
- Out of stock
- 3.3%
- Avg brand age
- 43 months
- Avg seller age
- 188 days
Competition & brand share
Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.Brands
26 rising
Sellers
37
Top-5 brand share
52%
Top 20: 96%
Top-5 click share
36%
Top 20: 68%
Open market
41%
- HBselect21%
- INNERSY9%
- momcozy8%
- Intimate Portal8%
- Diawsome7%
- SUNNYBUY7%
Demand & seasonality
Weekly Amazon search volume, last 63 weeks — -15.8% search growth over the last 90 days.Peak months: Jan, Feb · busiest ÷ quietest = 1.6×
Top maternity knickers search terms
- maternity pants92K/yr
- maternity underwear45K/yr
- maternity knickers51K/yr
- maternity knickers over bump12K/yr
- maternity underwear for pregnancy9K/yr
- pregnancy pants9K/yr
- pregnancy underwear7K/yr
- cotton maternity knickers5K/yr
- pregnancy underwear women6K/yr
- pregnancy knickers4K/yr
Top maternity knickers 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
HBselect 6 Pack Womens Maternity Knickers Cotton Pregnancy Panties Under Bump Maternity Underwear
HBselect£14.444.6★6,780 rev
momcozy Womens Maternity High Waist Underwear Pregnancy Soft Seamless Maternity Underwear Over Bump
momcozy£24.034.1★39 rev
Frida Mom Postpartum Disposable Knickers | Microfibre Boyshort Cut Knickers with Super Soft Stretchy and Breathable Fabric | Size Regular 8ct
Frida Mom£11.564.8★16,753 rev
TUTUESTHER High Waist Postpartum Underwear Women Cotton Full Briefs Tummy Control Panties(12 Classic Black)
TUTUESTHER£14.904.4★1,208 rev
HBselect 6 Pack Women Under The Bump Maternity Knickers Bikini Cotton Pregnancy Underwear
HBselect£11.994.4★729 rev
Newest
by launch dateHBselect 6 Pack Women Under The Bump Maternity Knickers Bikini Cotton Pregnancy Underwear
HBselect£11.99729 rev
Diawsome Maternity Thongs Over Bump 5 Pack Seamless Pregnancy Knickers for Women High Waist Belly Support Underwear with Soft Cotton Gusset
Diawsome£28.2012 rev
ZiaWorld 4 Pack Maternity Knickers for Women Adjustable Soft Cotton Over Bump Underwear Hipster Panties Comfortable Breathable Pregnancy Seamless Briefs (UK Alpha XXL Regular Regular Multicolor)
ZiaWorld£12.4642 rev
Diawsome Maternity Thongs Over Bump 3 Pack Seamless Pregnancy Knickers for Women High Waisted Belly Support Underwear Shapewear
Diawsome£22.5019 rev
momcozy Womens Maternity High Waist Underwear Pregnancy Soft Seamless Maternity Underwear Over Bump
momcozy£24.0339 rev
Trending
90-day click momentumDiawsome Maternity Thongs Over Bump 5 Pack Seamless Pregnancy Knickers for Women High Waist Belly Support Underwear with Soft Cotton Gusset
Diawsome£28.204.1★
Diawsome Maternity Thongs Over Bump 3 Pack Seamless Pregnancy Knickers for Women High Waisted Belly Support Underwear Shapewear
Diawsome£22.504.2★
momcozy Womens Maternity High Waist Underwear Pregnancy Soft Seamless Maternity Underwear Over Bump
momcozy£24.034.1★
HBselect 6 Pack Women Under The Bump Maternity Knickers Bikini Cotton Pregnancy Underwear
HBselect£11.994.4★
TUTUESTHER High Waist Postpartum Underwear Women Cotton Full Briefs Tummy Control Panties(12 Classic Black)
TUTUESTHER£14.904.4★
What buyers say about maternity knickers
What buyers praise and complain about, mined from review topics.What buyers love
“So comfortable”
“Fits just right”
“Decent leggings”
“Worth the money”
“Comfy and soft”
“They have good strong stretch”
“Good quality material and very comfortable”
“Adjustable waistband is perfect”
“Wash nicely too”
“Practical”
What buyers complain about
“small”
“Strange scent”
“Poor quality”
“Wish they were more like athletic wear material as they feel quite thin”
“Thin”
“The material made me extremely itchy”
“uncomfortable in comparison”
“they dont seem to have much stretch at all for bump to grow”
“The front goes in between thighs”
“high price for me”
Top return reasons
Common questions
- Is maternity knickers profitable to sell on Amazon United Kingdom?
- The niche generates £62K/yr across 57 tracked products. 0 of 9 products launched in the last 360 days are still selling. 90-day search growth is -15.8%. Flapen's verdict: Worth a look (52/100).
- How competitive is the maternity knickers niche?
- 26 brands and 37 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 52% of demand.
- What do buyers complain about in maternity knickers?
- Top complaints mined from reviews: Size-Overall, Smell, Quality-Overall. The return rate is 0.9%.
- When does demand for maternity knickers peak?
- Demand peaks in Jan–Feb; the busiest month runs 1.6× the quietest.
- What does it cost to enter the maternity knickers niche?
- Listings span £7.48–£28.43; the average listing price is £16.05 (sweet spot $15–$100). The average incumbent carries 3,177 reviews — the moat a new listing must climb.