Is pj masks profitable to sell on Amazon United Kingdom?

The niche generates £53K/yr across 43 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -25.3%. Flapen's verdict: Skip it (40/100).

How competitive is the pj masks niche?

9 brands and 57 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in pj masks?

Top complaints mined from reviews: Strength. The return rate is 1.3%.

When does demand for pj masks peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 3.1× the quietest.

What does it cost to enter the pj masks niche?

Listings span £3.76–£41.62; the average listing price is £12.18 (sweet spot $15–$100). The average incumbent carries 1,138 reviews — the moat a new listing must climb.

pj masks

Skip it

Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.

Returns

Great1.3%

return rate — above 5% kills the launch gate

Competition

Great39%

top-5 click share — an open shelf

Price range

Good£3.76–£41.62

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

Review moat

Good1,138.21

avg incumbent reviews — the moat a new listing must climb

Avg price

Good£12.18

avg listing price — sweet spot $15–$100

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Conversion

Bad1.7%

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

Market size

Bad£53K

£53K/yr · 253K searches

Growth

Bad-25.3%

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

Brand share

Bad97%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, pj masks is a £53K/yr Amazon United Kingdom market (253K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 40/100.

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

pj masks market data

Units sold / yr: 4K–5K; avg 0–100/product
Revenue / yr: £49K–£61K; units × avg price
Conversion rate: 1.7%
Avg BSR: #443
Page quality: 0%
Prime: 67%
Sponsored: 58%
Out of stock: 15.2%
Avg brand age: 38 months
Avg seller age: 173 days

Competition & brand share

Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.

Brands

9 flat

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

39%

Top 20: 80%

Open market

PJ Masks89%
Simba3%
shumintaojin3%
Paper Projects2%
amscan1%
tonies1%
Open — no brand owns it (3 brands, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -25.3% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.1×

Open Trend

Top pj masks search terms

pj masks115K/yr -31.1%1.0% conv.
pj masks toy70K/yr -26.6%1.2% conv.
pj masks toys21K/yr -7.0%0.8% conv.
pj mask20K/yr -25.9%0.8% conv.
pj masks figures13K/yr -1.3%1.3% conv.
pj mask toys10K/yr -18.9%0.9% conv.
catboy3K/yr -11.9%0.9% conv.

All search terms

Top pj masks 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

PJ Masks Pyjamas | Snug Fitting Boys Pjs | Catboy Owlette Gekko Boys Pyjamas Age 5 to 6 Years Multicoloured

PJ Masks£11.693.9★5,100 rev

PJ Masks Boys Catboy Short Pyjamas Blue Age 7 to 8 Years

PJ Masks£8.804.6★654 rev

PJ Masks Boys Catboy Short Pyjamas Blue Age 3 to 4 Years

PJ Masks£9.554.6★654 rev

PJ Masks Boys Gekko Owlette Catboy Briefs Pack of 5 Multicoloured Age 2 to 3 Years

PJ Masks£8.324.6★1,079 rev

PJ Masks Boys Catboy Short Pyjamas Blue Age 2 to3 Years

PJ Masks£9.134.6★654 rev

Newest

by launch date

PJ Masks Big Sticker Bundle | Perfect for Scrapbooking and Decoration | Reusable on Non-Porous Surfaces

Paper Projects£3.762 rev

2y ago

PJ Masks Power Heroes PJ Power Q Playset with Car and Figure Toys for Boys and Girls

PJ Masks£15.38291 rev

3y ago

PJ Masks Hero Mask (Catboy) Preschool Toy Dress-Up Costume Mask for Kids Ages 3 and Up

PJ Masks£12.811,710 rev

5y ago

JP PJ Masks PJMC1100 PJ Masks Core Plus-Save The Sky-Catboy

PJ Masks£10.19144 rev

6y ago

PJ Masks Boys Swim Set Multicoloured Age 6 to 7 Years

PJ Masks£8.45267 rev

6y ago

What buyers say about pj masks

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

What buyers love

Size-Overall21%

“Its a great size”

Fun/Entertainment Experience19%

“Fun for preeschoolers”

Quality-Overall16%

“Good quality and great price”

Gifting Purpose13%

“Great gift”

Material Quality11%

“Material loose and comfortable perfect as pyjamas”

Collectibles6%

“Loved it good addition to my youngest son collection”

Value For Money4%

“Great value for money”

Durability3%

“durable”

Comfort-Overall3%

“comfortable perfect as pyjamas”

Add-Ons/Attachments2%

“Looks great and comes with accessories”

What buyers complain about

Strength100%

“Bit fragile”

Top return reasons

Size-Overall80%

Functionality-Overall3%

Gap/Hole3%

Product Condition3%

Durability3%

Quality-Overall2%

Arm Fit2%

Defective Material/Parts2%

Feet Fit2%

Material Quality2%

Common questions

Is pj masks profitable to sell on Amazon United Kingdom?: The niche generates £53K/yr across 43 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -25.3%. Flapen's verdict: Skip it (40/100).
How competitive is the pj masks niche?: 9 brands and 57 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in pj masks?: Top complaints mined from reviews: Strength. The return rate is 1.3%.
When does demand for pj masks peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 3.1× the quietest.
What does it cost to enter the pj masks niche?: Listings span £3.76–£41.62; the average listing price is £12.18 (sweet spot $15–$100). The average incumbent carries 1,138 reviews — the moat a new listing must climb.