underwear women
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Competition
Incredible16%top-5 click share — an open shelf
Brand share
Great42%top-5 brand share — no brand owns this niche
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Good£387K£387K/yr · 3.3M searches
Avg price
Okay£11.67avg listing price — sweet spot $15–$100
Price range
Okay£4.76–£21.33cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+7.7%90-day search growth — must beat 0% to launch
Review moat
Bad6,201.38avg incumbent reviews — the moat a new listing must climb
Conversion
Bad1.0%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, underwear women is a £387K/yr Amazon United Kingdom market (3.3M searches/yr). The top 5 brands hold 42% of demand. Verdict: Worth a look — 60/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
underwear women market data
- Units sold / yr
- 25K–30K
- avg 100–250/product
- Revenue / yr
- £292K–£350K
- units × avg price
- Conversion rate
- 1.0%
- Avg BSR
- #87
- Page quality
- 0%
- Prime
- 99%
- Sponsored
- 98%
- Out of stock
- 1.9%
- Avg brand age
- 48 months
- Avg seller age
- 170 days
Competition & brand share
Clicks spread well past the top 5 (16% combined) — an open shelf where new products get seen.Brands
45 rising
Sellers
63
Top-5 brand share
42%
Top 20: 85%
Top-5 click share
16%
Top 20: 40%
Open market
53%
- FINETOO11%
- BeReady11%
- ALL OF SHE9%
- coskefy5%
- Sth Big5%
- SIMIYA5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +7.7% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top underwear women search terms
- womens pants460K/yr
- underwear women336K/yr
- knickers280K/yr
- womens underwear289K/yr
- womens knickers262K/yr
- cotton underwear women154K/yr
- underwear180K/yr
- seamless knickers for women127K/yr
- knickers for women multipack137K/yr
- pants for women141K/yr
Top underwear women 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
ALL OF SHE 6 Pack Cotton Underwear Women Brazilian Slip Lace Underpants Ladies Panties Sexy Hipster Cheeky Women Underwear M
ALL OF SHE£9.844.2★1,111 rev
BeReady Seamless Knickers for Women Sexy Lace Seamless Underwear for Women High Cut V-waist No Show Ladies Briefs Panties Multipack
BeReady£10.954.4★1,525 rev
FINETOO Cotton Underwear Women Ladies Knickers Sport Belt Panties Cotton Soft Pants For Women Mid Rise Briefs Multipack 6 Pack(M)
FINETOO£9.934.4★475 rev
coskefy Underwear Women High Waisted Cotton Knickers Ladies Full Briefs Soft Panties Slight Tummy Control Pants 5 Pack L
coskefy£16.644.5★7,145 rev
Cholewy Cotton Underwear for Women Full Coverage Knickers 6 Pack
Cholewy£14.124.5★2,120 rev
Newest
by launch date
SIMIYA 5 Pack Cotton Underwear Women High Waisted Knickers for Women Multipack Comfy Stretchy Ladies Full Briefs Pants Soft Plus Size Panties L
SIMIYA£9.48476 rev
SIMIYA 5 Pack Cotton Underwear Women High Waisted Knickers for Women Multipack Comfy Stretchy Ladies Full Briefs Pants Soft Plus Size Panties M
SIMIYA£9.98476 rev
YESWEL Underwear Women Bamboo Knickers for Ladies Multipack High Waist Briefs Tummy Support Pants Full Coverage Panties (Multicolor01 L 14 5 Pack)
YESWEL£16.04140 rev
ALL OF SHE Cotton Underwear Women Lace Womens Knickers Brazilian Ladies Briefs Sexy Hipster Panties Soft Black Pants Multipack Pack of 5-M
ALL OF SHE£9.19926 rev
ALL OF SHE 6 Pack Cotton Underwear Women Brazilian Slip Lace Underpants Ladies Panties Sexy Hipster Cheeky Women Underwear M
ALL OF SHE£9.841,111 rev
Trending
90-day click momentum
Liang Rou Womens Crew Neck Top & Bottom Ultra Thin Thermal Underwear Set Black X-Large
Liang Rou£16.244.2★
SIMIYA 5 Pack Cotton Underwear Women High Waisted Knickers for Women Multipack Comfy Stretchy Ladies Full Briefs Pants Soft Plus Size Panties L
SIMIYA£9.484.5★
Liang Rou Womens Scoop Neck Top & Bottom Ultra Thin Thermal Underwear Set Black Large
Liang Rou£16.344.3★
SIMIYA 5 Pack Cotton Underwear Women High Waisted Knickers for Women Multipack Comfy Stretchy Ladies Full Briefs Pants Soft Plus Size Panties M
SIMIYA£9.984.5★
TANSTC Seamless Knickers for Women - No VPL Underwear for Women Invisible Panties Wave Edge Ladies Briefs Knickers Breathable Ultra-Soft Multipack(6 Pack)
TANSTC£13.964.0★
What buyers say about underwear women
What buyers praise and complain about, mined from review topics.What buyers love
“Comfortable to wear”
“not be too tight”
“seem well made”
“Excellent price”
“So soft”
“Colours are vibrant”
“Comfy material”
“Great washers”
“Lovely stretch”
“Easy to wash”
What buyers complain about
“Sizes are small”
“Poor quality”
“Not comfortable”
“Poor elastic band”
“feels more synthetic not cotton”
“Colour not as described”
“Waste of money”
“Smaller than advertised”
“Still sensitive and sore two weeks on”
“waist band too narrow”
Top return reasons
Common questions
- Is underwear women profitable to sell on Amazon United Kingdom?
- The niche generates £387K/yr across 133 tracked products. 3 of 15 products launched in the last 360 days are still selling. 90-day search growth is +7.7%. Flapen's verdict: Worth a look (60/100).
- How competitive is the underwear women niche?
- 45 brands and 63 sellers compete. The top 5 products take 16% of clicks and top 5 brands hold 42% of demand.
- What do buyers complain about in underwear women?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Comfort-Overall. The return rate is 0.1%.
- When does demand for underwear women peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the underwear women niche?
- Listings span £4.76–£21.33; the average listing price is £11.67 (sweet spot $15–$100). The average incumbent carries 6,201 reviews — the moat a new listing must climb.