---
title: "Pajamas — £101K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/fashion/pajamas"
last_updated: "2026-08-01T01:29:11.597Z"
locale: en
meta:
description: "Niche score 48/100 · £101K/yr market · 1.6M searches/yr · £12.00 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · £101K/yr market · 1.6M searches/yr · £12.00 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Pajamas — £101K/yr Amazon UK Niche (2026) - Flapen"
---
# **pajamas**
**Skip it**
Weak search conversion (0.5%) — this niche doesn't clear our bar today.
Market size 25Growth 10Conversion 7Competition 95Returns 64Price range 39Avg price 50Brand share 77Review moat 60Quality gap 65
**Competition**
**Incredible****18%**
top-5 click share — an open shelf
**Brand share**
**Great****58%**
top-5 brand share — no brand owns this niche
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Returns**
**Good****2.5%**
return rate — above 5% kills the launch gate
**Review moat**
**Good****1,097.19**
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**
**Bad****0.5%**
search→purchase rate — share of searches ending in a sale
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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**
**54**
**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.
125K75KHoliday '24Spike '25Holiday '25Spike '26 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Nov, Dec · busiest ÷ quietest = 6.4×
[**Open Trend **](https://flapen.com/research/uk/fashion/pajamas/trend)
## **Top pajamas search terms**
- **pjs**254K/yr-16.6%0.1% conv. - **pajamas for women uk**165K/yr-24.3%0.2% conv. - **ladies pjs**107K/yr+3.3%0.2% conv. - **pajamas**102K/yr-16.7%0.1% conv. - **womens pjs sets**77K/yr+31.9%0.3% conv. - **pijamas women set**76K/yr-22.9%0.1% conv. - **women pyjamas set**57K/yr-3.3%0.2% conv. - **pjama set women**69K/yr-26.5%0.2% conv. - **womens pajamas**53K/yr-15.9%0.2% conv. - **pjs women**60K/yr-36.3%0.1% conv. [**All search terms **](https://flapen.com/research/uk/fashion/pajamas/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.
0%2%£2K4%£4K6%£6K8%£8K101001K10K100K 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**Amazon Essentials x Sofia Grainge Womens Stretch Modal Long-Sleeve and Full-Length Bottom Pyjama Set Dark Navy XXL**Amazon Essentials**£10.72**4.4★937 rev](https://www.amazon.co.uk/dp/B0D9ZTB7PF) [2**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**£12.63**4.5★26 rev](https://www.amazon.co.uk/dp/B0F6MPTN9Y) [3**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**£12.98**4.5★26 rev](https://www.amazon.co.uk/dp/B0F6MSQD7W) [4**SWOMOG Womens Button Down Pyjama Sets Bride Pyjamas Sets Sleepwear Shorts Lounge Set M Black**SWOMOG**£11.10**4.4★383 rev](https://www.amazon.co.uk/dp/B0C535CY8D) [5**Amazon Essentials x Sofia Grainge Womens Stretch Modal Long-Sleeve and Full-Length Bottom Pyjama Set Ivory S**Amazon Essentials**£9.38**4.4★937 rev](https://www.amazon.co.uk/dp/B0D9ZKX515)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Ekouaer Womens Pyjamas Sets Button Down Classic Pjs with Drawstring LG S**Ekouaer**£13.61**46 rev4mo ago](https://www.amazon.co.uk/dp/B0GSRNY6XB) [**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**£8.03**61 rev7mo ago](https://www.amazon.co.uk/dp/B0G8HJPK3H) [**Litherday Womens Pyjamas Set Short Sleeve Cotton Summer Pjs for Women Nightwear Sleepwear Top and Heart Print Bottoms with Pockets**Litherday**£8.99**144 rev7mo ago](https://www.amazon.co.uk/dp/B0G5YJR9B6) [**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**£9.01**17 rev8mo ago](https://www.amazon.co.uk/dp/B0FZ9GQTJY) [**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**£10.27**59 rev11mo ago](https://www.amazon.co.uk/dp/B0FNRNG98X)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**RONGTAI Womens Pajamas Set 2 Pcs Button Down Shirt with Pocket Matching Ruffled Leopard Pjs Shorts White Sleepwear Sets Summer Casual Soft Holiday Loungewear M**RONGTAI**£11.75**4.5★**▲ 43%**](https://www.amazon.co.uk/dp/B0F6MS6R7Z) [**Ekouaer Womens Pyjamas Sets Button Down Classic Pjs with Drawstring LG S**Ekouaer**£13.61**4.6★**▲ 43%**](https://www.amazon.co.uk/dp/B0GSRNY6XB) [**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**£8.03**4.2★**▲ 43%**](https://www.amazon.co.uk/dp/B0G8HJPK3H) [**Amazon Essentials x Sofia Grainge Womens Stretch Modal Long-Sleeve and Full-Length Bottom Pyjama Set Ivory XL**Amazon Essentials**£8.15**4.4★**▲ 43%**](https://www.amazon.co.uk/dp/B0D9ZFYLN9) [**Litherday Womens Pyjamas Set Short Sleeve Cotton Summer Pjs for Women Nightwear Sleepwear Top and Heart Print Bottoms with Pockets**Litherday**£8.99**4.6★**▲ 43%**](https://www.amazon.co.uk/dp/B0G5YJR9B6)
**~~View all trending →~~**
## **What buyers say about pajamas**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Comfort-Overall**19%
*“Very comfortable”*
**Size-Overall**17%
*“The fit is comfortable for lounging around the house”*
**Quality-Overall**11%
*“the quality of construction are good”*
**Soft Feel**9%
*“Lovely soft material”*
**Value For Money**7%
*“Good value”*
**Material Quality**6%
*“Super comfy material”*
**Color**5%
*“nice colour”*
**Warmth**3%
*“Very, very pretty and practical for summer months”*
**Washability**2%
*“it still looks great after washing”*
**Advertised Vs Actual Product**2%
*“As shown”*
### **What buyers complain about **
**Size-Overall**16%
*“Found shorts a little tight”*
**Material Quality**8%
*“Cheap material”*
**Quality-Overall**8%
*“Cheap”*
**Machine Wash Suitability**6%
*“The red set have slightly faded after many washes”*
**Durability**5%
*“Falling apart after one wear”*
**Value For Money**4%
*“Overall, they look much more expensive than they are”*
**Stitch/Finish/Polish**4%
*“they arrived with half the seam on the leg not sewn”*
**Color**4%
*“The colour is very bright candy pink not as subtle as shown”*
**Thickness**3%
*“Very thin & cheap looking”*
**Gap/Hole**2%
*“Big hole near the cuff”*
### **Top return reasons **
**Size-Overall**52%
**Material Quality**13%
**Length**6%
**Quality-Overall**6%
**Transparency**5%
**Color**4%
**Waist Fit**4%
**Thin**2%
**Advertised Vs Actual Product**1%
**Gap/Hole**1%
## **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.
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