Is maternity pads profitable to sell on Amazon United Kingdom?

The niche generates £548K/yr across 9 tracked products. 90-day search growth is -16.1%. Flapen's verdict: Skip it (38/100).

How competitive is the maternity pads niche?

5 brands and 59 sellers compete. The top 5 products take 89% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in maternity pads?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Allergies. The return rate is 0.1%.

When does demand for maternity pads peak?

Demand peaks in Jan; the busiest month runs 1.5× the quietest.

What does it cost to enter the maternity pads niche?

Listings span £1.73–£16.64; the average listing price is £8.21 (sweet spot $15–$100). The average incumbent carries 5,176 reviews — the moat a new listing must climb.

maternity pads

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great11.3%

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

Market size

Good£548K

£548K/yr · 592K searches

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad5,176.22

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£8.21

avg listing price — sweet spot $15–$100

Growth

Bad-16.1%

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

Price range

Bad£1.73–£16.64

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

Competition

Bad89%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, maternity pads is a £548K/yr Amazon United Kingdom market (592K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan. Verdict: Skip it — 38/100.

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

maternity pads market data

Units sold / yr: 80K–100K; avg 5,000–6,000/product
Revenue / yr: £657K–£821K; units × avg price
Conversion rate: 11.3%
Avg BSR: #13
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 53 months
Avg seller age: 167 days

Competition & brand share

The top 5 products capture 89% of clicks — a locked-up shelf that new listings rarely crack.

Brands

5 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

89%

Top 20: 100%

Open market

Lil-Lets33%
ABENA33%
Frida Mom27%
Always5%
Mollis2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -16.1% search growth over the last 90 days.

Peak months: Jan · busiest ÷ quietest = 1.5×

Open Trend

Top maternity pads search terms

maternity pads381K/yr -8.2%8.7% conv.
postpartum pads56K/yr -13.1%5.7% conv.
lillets maternity pads35K/yr -27.5%23.2% conv.
maternity pads after birth29K/yr -24.1%6.2% conv.
post partum pads13K/yr -22.8%7.9% conv.
lil lets maternity pads15K/yr -17.3%18.8% conv.
maternity pads postpartum9K/yr -46.5%4.8% conv.
frida mom pads6K/yr +23.4%13.3% conv.
maternity pad7K/yr -47.0%5.9% conv.
post partum pads for women7K/yr -31.6%9.5% conv.

All search terms

Top maternity pads 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 9 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

ABENA Premium Maternity Pads Postpartum Essentials Eco-Labelled Extra Protection After Birth Breathable and Skin Friendly Sustainable Incontinence Pads - 15PK

ABENA£5.544.6★3,081 rev

Lil-Lets Maternity Pads Extra Long Maxi Thick Towels With Wings Postpartum/After Birth Essential 3 Packs of 10 (30 towels) Packing May Vary

Lil-Lets£5.364.7★11,200 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

Frida Mom Postpartum Pads Leak Proof Feminine Care Maxi Pads 6 Layers of Protection for Maximum Absorbency (18ct)

Frida Mom£9.714.7★338 rev

Lil-Lets Maternity Pads | 10 x Extra Long Maxi Thick Pads with Wings

Lil-Lets£1.734.7★11,200 rev

Newest

by launch date

Always Discreet Postpartum & Adult Incontinence Pants High-Waisted Maternity Knickers Super Absorbent Soft & Breathable Size Medium 18 Count (9 x 2 Packs)

Always£16.6453 rev

1y ago

MOLLIS Disposable Period Pants for Women Heavy Flow Maternity Pads & Postpartum Underwear Incontinence Knickers Leak Proof Black XXLarge 8 Count

Mollis£8.54872 rev

1y ago

Frida Mom Postpartum Pads Leak Proof Feminine Care Maxi Pads 6 Layers of Protection for Maximum Absorbency (18ct)

Frida Mom£9.71338 rev

3y ago

ABENA Premium Maternity Pads Postpartum Essentials Eco-Labelled Extra Protection After Birth Breathable and Skin Friendly Sustainable Incontinence Pads - 15PK

ABENA£5.543,081 rev

3y ago

Frida Mom Witch Hazel Perineal Cooling Pad Liners for Postpartum Care: Hospital Bag Essentials for Pain Relief After Birth Full-Length Medicated Cooling Pad Liners 24 Count

Frida Mom£9.421,653 rev

5y ago

What buyers say about maternity pads

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

What buyers love

Comfort-Overall27%

“Very comfortable”

Quality-Overall14%

“The quality is exactly as described”

Size-Overall9%

“Nice comfortable fit”

Value For Money8%

“Worth it”

Absorbency5%

“very absorbent”

Ease Of Use4%

“This is very convenient for use”

Leak-Proof3%

“No leaks & was perfect for night time”

Breastfeeding Friendly3%

“Life saver for after birth”

Soft Feel2%

“These pads are a lifesaver, soft and gentle on skin”

Thickness2%

“thick”

What buyers complain about

Size-Overall24%

“Very small”

Quality-Overall11%

“Drop in quality”

Allergies9%

“Gave bad skin irritation”

Value For Money7%

“Wish these werent so pricey”

Comfort-Overall7%

“not very comfortable”

Adhesion/Stickiness6%

“Not useful, it is just huge and does not stick properly”

Skin Health4%

“Its not ideal for postpartum recovery because it causes chafing and friction, which led to a skin wound/irritation”

Smell4%

“no fragrance which is what I wanted as its super irritating for me”

Durability2%

“came loose quickly”

Ease Of Use2%

“wont be able to use these”

Top return reasons

Ease Of Use15%

Leak-Proof13%

Advertised Vs Actual Product13%

Value For Money13%

Compatibility-Overall9%

Functionality-Overall9%