---
title: "Pj Masks — £53K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/fashion/pj-masks"
last_updated: "2026-07-31T18:46:57.430Z"
locale: en
meta:
description: "Niche score 40/100 · £53K/yr market · 253K searches/yr · £12.18 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 40/100 · £53K/yr market · 253K searches/yr · £12.18 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Pj Masks — £53K/yr Amazon UK Niche (2026) - Flapen"
---
# **pj masks**
**Skip it**
Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.
Market size 13Growth 12Conversion 21Competition 76Returns 90Price range 70Avg price 52Brand share 7Review moat 59Quality gap 38
**Returns**
**Great****1.3%**
return rate — above 5% kills the launch gate
**Competition**
**Great****39%**
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**
**Good****1,138.21**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Good****£12.18**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****1.7%**
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**
**Bad****97%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**57**
**Top-5 brand share**
**97%**
Top 20: 100%
**Top-5 click share**
**39%**
Top 20: 80%
**Open market**
**2%**
- 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.
18K13KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.1×
[**Open Trend **](https://flapen.com/research/uk/fashion/pj-masks/trend)
## **Top pj masks search terms**
- **pj masks**115K/yr-31.1%1.0% conv. - **pj masks toy**70K/yr-26.6%1.2% conv. - **pj masks toys**21K/yr-7.0%0.8% conv. - **pj mask**20K/yr-25.9%0.8% conv. - **pj masks figures**13K/yr-1.3%1.3% conv. - **pj mask toys**10K/yr-18.9%0.9% conv. - **catboy**3K/yr-11.9%0.9% conv. [**All search terms **](https://flapen.com/research/uk/fashion/pj-masks/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.
0%3%£2K6%£3K9%£5K12%£6K1101001K10K 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**PJ Masks Pyjamas | Snug Fitting Boys Pjs | Catboy Owlette Gekko Boys Pyjamas Age 5 to 6 Years Multicoloured**PJ Masks**£11.69**3.9★5,100 rev](https://www.amazon.co.uk/dp/B074DY75TT) [2**PJ Masks Boys Catboy Short Pyjamas Blue Age 7 to 8 Years**PJ Masks**£8.80**4.6★654 rev](https://www.amazon.co.uk/dp/B084ZQWPLM) [3**PJ Masks Boys Catboy Short Pyjamas Blue Age 3 to 4 Years**PJ Masks**£9.55**4.6★654 rev](https://www.amazon.co.uk/dp/B084ZR3ZBG) [4**PJ Masks Boys Gekko Owlette Catboy Briefs Pack of 5 Multicoloured Age 2 to 3 Years**PJ Masks**£8.32**4.6★1,079 rev](https://www.amazon.co.uk/dp/B07HKHKPKR) [5**PJ Masks Boys Catboy Short Pyjamas Blue Age 2 to3 Years**PJ Masks**£9.13**4.6★654 rev](https://www.amazon.co.uk/dp/B084ZQJCQB)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**PJ Masks Big Sticker Bundle | Perfect for Scrapbooking and Decoration | Reusable on Non-Porous Surfaces**Paper Projects**£3.76**2 rev2y ago](https://www.amazon.co.uk/dp/B0CV7ZQPJQ) [**PJ Masks Power Heroes PJ Power Q Playset with Car and Figure Toys for Boys and Girls**PJ Masks**£15.38**291 rev3y ago](https://www.amazon.co.uk/dp/B0BDHYT2KL) [**PJ Masks Hero Mask (Catboy) Preschool Toy Dress-Up Costume Mask for Kids Ages 3 and Up**PJ Masks**£12.81**1,710 rev5y ago](https://www.amazon.co.uk/dp/B08TF32H6Z) [**JP PJ Masks PJMC1100 PJ Masks Core Plus-Save The Sky-Catboy**PJ Masks**£10.19**144 rev6y ago](https://www.amazon.co.uk/dp/B088GFC3NV) [**PJ Masks Boys Swim Set Multicoloured Age 6 to 7 Years**PJ Masks**£8.45**267 rev6y ago](https://www.amazon.co.uk/dp/B0868QBR2X)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**PJ Masks Boys Swim Set Multicoloured Age 6 to 7 Years**PJ Masks**£8.45**4.6★**▲ 89%**](https://www.amazon.co.uk/dp/B0868QBR2X) [**PJ MASKS Boys Owlette Short Pyjamas Red Age 4 to 5 Years**PJ Masks**£8.42**4.7★**▲ 88%**](https://www.amazon.co.uk/dp/B084ZQ15N9) [**PJ MASKS Boys Gekko Short Pyjamas Green Age 2 to3 Years**PJ Masks**£9.46**4.6★**▲ 88%**](https://www.amazon.co.uk/dp/B084ZSWZTT) [**PJ Masks Boys Catboy Short Pyjamas Blue Age 7 to 8 Years**PJ Masks**£8.80**4.6★**▲ 82%**](https://www.amazon.co.uk/dp/B084ZQWPLM) [**PJ Masks Boys Catboy Short Pyjamas Blue Age 2 to3 Years**PJ Masks**£9.13**4.6★**▲ 80%**](https://www.amazon.co.uk/dp/B084ZQJCQB)
**~~View all trending →~~**
## **What buyers say about pj masks**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Size-Overall**21%
*“Its a great size”*
**Fun/Entertainment Experience**19%
*“Fun for preeschoolers”*
**Quality-Overall**16%
*“Good quality and great price”*
**Gifting Purpose**13%
*“Great gift”*
**Material Quality**11%
*“Material loose and comfortable perfect as pyjamas”*
**Collectibles**6%
*“Loved it good addition to my youngest son collection”*
**Value For Money**4%
*“Great value for money”*
**Durability**3%
*“durable”*
**Comfort-Overall**3%
*“comfortable perfect as pyjamas”*
**Add-Ons/Attachments**2%
*“Looks great and comes with accessories”*
### **What buyers complain about **
**Strength**100%
*“Bit fragile”*
### **Top return reasons **
**Size-Overall**80%
**Functionality-Overall**3%
**Gap/Hole**3%
**Product Condition**3%
**Durability**3%
**Quality-Overall**2%
**Arm Fit**2%
**Defective Material/Parts**2%
**Feet Fit**2%
**Material Quality**2%
## **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.
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