Is pajamas profitable to sell on Amazon United Kingdom?

The niche generates £101K/yr across 112 tracked products. 0 of 34 products launched in the last 360 days are still selling. 90-day search growth is -29.1%. Flapen's verdict: Skip it (48/100).

How competitive is the pajamas niche?

37 brands and 54 sellers compete. The top 5 products take 18% of clicks and top 5 brands hold 58% of demand.

What do buyers complain about in pajamas?

Top complaints mined from reviews: Size-Overall, Material Quality, Quality-Overall. The return rate is 2.5%.

When does demand for pajamas peak?

Demand peaks in Nov–Dec; the busiest month runs 6.4× the quietest.

What does it cost to enter the pajamas niche?

Listings span £6.26–£20.61; the average listing price is £12.00 (sweet spot $15–$100). The average incumbent carries 1,097 reviews — the moat a new listing must climb.

pajamas

Skip it

Weak search conversion (0.5%) — this niche doesn't clear our bar today.

Competition

Incredible18%

top-5 click share — an open shelf

Brand share

Great58%

top-5 brand share — no brand owns this niche

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Returns

Good2.5%

return rate — above 5% kills the launch gate

Review moat

Good1,097.19

avg incumbent reviews — the moat a new listing must climb

Avg price

Good£12.00

avg listing price — sweet spot $15–$100

Price range

Okay£6.26–£20.61

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

Market size

Okay£101K

£101K/yr · 1.6M searches

Growth

Bad-29.1%

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

Conversion

Bad0.5%

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

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, pajamas is a £101K/yr Amazon United Kingdom market (1.6M searches/yr). The top 5 brands hold 58% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 48/100.

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

pajamas market data

Units sold / yr: 8K–10K; avg 0–100/product
Revenue / yr: £96K–£120K; units × avg price
Conversion rate: 0.5%
Avg BSR: #114
Page quality: 0%
Prime: 100%
Sponsored: 87%
Out of stock: 23.0%
Avg brand age: 37 months
Avg seller age: 184 days

Competition & brand share

Clicks spread well past the top 5 (18% combined) — an open shelf where new products get seen.

Brands

37 falling

Sellers

Top-5 brand share

58%

Top 20: 90%

Top-5 click share

18%

Top 20: 49%

Open market

39%

Litherday14%
Amazon Essentials14%
RONGTAI10%
Famulily10%
SWOMOG10%
Gatamiau3%

Demand & seasonality

Weekly Amazon search volume, last 89 weeks — -29.1% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 6.4×

Open Trend

Top pajamas search terms

pjs254K/yr -16.6%0.1% conv.
pajamas for women uk165K/yr -24.3%0.2% conv.
ladies pjs107K/yr +3.3%0.2% conv.
pajamas102K/yr -16.7%0.1% conv.
womens pjs sets77K/yr +31.9%0.3% conv.
pijamas women set76K/yr -22.9%0.1% conv.
women pyjamas set57K/yr -3.3%0.2% conv.
pjama set women69K/yr -26.5%0.2% conv.
womens pajamas53K/yr -15.9%0.2% conv.
pjs women60K/yr -36.3%0.1% conv.

All search terms

Top pajamas 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Amazon Essentials x Sofia Grainge Womens Stretch Modal Long-Sleeve and Full-Length Bottom Pyjama Set Dark Navy XXL

Amazon Essentials£10.724.4★937 rev

RONGTAI Pajama Set for Women 2-Piece White Leopard Lounge Pjs Shorts Matching Summer Beach Sleepwear Button Down Short Sleeve Top Elastic Waist Pants Loungewear Sets L

RONGTAI£12.634.5★26 rev

RONGTAI Pajama Set for Women Two Piece Leopard Short Sleeve Button Down Sleepwear Tops and Ruffled Shorts Pjs White Lounge Sets Summer Soft Valentines Loungewear XL

RONGTAI£12.984.5★26 rev

SWOMOG Womens Button Down Pyjama Sets Bride Pyjamas Sets Sleepwear Shorts Lounge Set M Black

SWOMOG£11.104.4★383 rev

Amazon Essentials x Sofia Grainge Womens Stretch Modal Long-Sleeve and Full-Length Bottom Pyjama Set Ivory S

Amazon Essentials£9.384.4★937 rev

Newest

by launch date

Ekouaer Womens Pyjamas Sets Button Down Classic Pjs with Drawstring LG S

Ekouaer£13.6146 rev

4mo ago

GIVTULIP Women 2 Piece Pyjamas Set Sexy V Neck Cami Top & Shorts Plus Size Pj Sets Curvy Nightwear with Drawstring Soft Crop Top and Bottoms Tank Tops Pants Lingeries Set Sleepwear Loungewear Homewear

GIVTULIP£8.0361 rev

7mo ago

Litherday Womens Pyjamas Set Short Sleeve Cotton Summer Pjs for Women Nightwear Sleepwear Top and Heart Print Bottoms with Pockets

Litherday£8.99144 rev

7mo ago

PARUPRUP Two-Piece Cute Heart Printed Pyjama Sets for Women Spaghetti Strap Cami Top and Long Pants Comfy Soft Summer Pjs Set (UK Alpha L Regular Regular Black)

PARUPRUP£9.0117 rev

8mo ago

Demegimi Womens Pajamas Set Short Sleeve Cotton Checked Ladies Pjs Loungewear Crew Neck Top and Loose Fit Wide Leg Pants Soft Sleepwear with Pockets Pink

Demegimi£10.2759 rev

11mo ago

What buyers say about pajamas

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

What buyers love

Comfort-Overall19%

“Very comfortable”

Size-Overall17%

“The fit is comfortable for lounging around the house”

Quality-Overall11%

“the quality of construction are good”

Soft Feel9%

“Lovely soft material”

Value For Money7%

“Good value”

Material Quality6%

“Super comfy material”

Color5%

“nice colour”

Warmth3%

“Very, very pretty and practical for summer months”

Washability2%

“it still looks great after washing”

Advertised Vs Actual Product2%

“As shown”

What buyers complain about

Size-Overall16%

“Found shorts a little tight”

Material Quality8%

“Cheap material”

Quality-Overall8%

“Cheap”

Machine Wash Suitability6%

“The red set have slightly faded after many washes”

Durability5%

“Falling apart after one wear”

Value For Money4%

“Overall, they look much more expensive than they are”

Stitch/Finish/Polish4%

“they arrived with half the seam on the leg not sewn”

Color4%

“The colour is very bright candy pink not as subtle as shown”

Thickness3%

“Very thin & cheap looking”

Gap/Hole2%

“Big hole near the cuff”

Top return reasons

Size-Overall52%

Material Quality13%

Length6%

Quality-Overall6%

Transparency5%

Color4%

Waist Fit4%

Thin2%

Advertised Vs Actual Product1%

Gap/Hole1%

Common questions

Is pajamas profitable to sell on Amazon United Kingdom?: The niche generates £101K/yr across 112 tracked products. 0 of 34 products launched in the last 360 days are still selling. 90-day search growth is -29.1%. Flapen's verdict: Skip it (48/100).
How competitive is the pajamas niche?: 37 brands and 54 sellers compete. The top 5 products take 18% of clicks and top 5 brands hold 58% of demand.
What do buyers complain about in pajamas?: Top complaints mined from reviews: Size-Overall, Material Quality, Quality-Overall. The return rate is 2.5%.
When does demand for pajamas peak?: Demand peaks in Nov–Dec; the busiest month runs 6.4× the quietest.
What does it cost to enter the pajamas niche?: Listings span £6.26–£20.61; the average listing price is £12.00 (sweet spot $15–$100). The average incumbent carries 1,097 reviews — the moat a new listing must climb.