---
title: "Underwear Women — £387K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/fashion/underwear-women"
last_updated: "2026-07-31T12:29:41.792Z"
locale: en
meta:
description: "Niche score 60/100 · £387K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 60/100 · £387K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Underwear Women — £387K/yr Amazon UK Niche (2026) - Flapen"
---
# **underwear women**
**Worth a look**
Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 55Growth 35Conversion 13Competition 96Returns 100Price range 38Avg price 47Brand share 93Review moat 24Quality gap 62
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Competition**
**Incredible****16%**
top-5 click share — an open shelf
**Brand share**
**Great****42%**
top-5 brand share — no brand owns this niche
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Market size**
**Good****£387K**
£387K/yr · 3.3M searches
**Avg price**
**Okay****£11.67**
avg listing price — sweet spot $15–$100
**Price range**
**Okay****£4.76–£21.33**
cheapest 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**
**Bad****6,201.38**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Bad****1.0%**
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, 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 ~~](https://flapen.com/research/methodology)
## **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.
80K60KHoliday '24Prime Day '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.2×
[**Open Trend **](https://flapen.com/research/uk/fashion/underwear-women/trend)
## **Top underwear women search terms**
- **womens pants**460K/yr+19.1%0.1% conv. - **underwear women**336K/yr+7.9%0.5% conv. - **knickers**280K/yr+15.0%0.5% conv. - **womens underwear**289K/yr-0.1%0.6% conv. - **womens knickers**262K/yr-2.3%0.4% conv. - **cotton underwear women**154K/yr+3.3%0.9% conv. - **underwear**180K/yr+4.2%0.3% conv. - **seamless knickers for women**127K/yr+31.8%0.8% conv. - **knickers for women multipack**137K/yr+7.1%0.9% conv. - **pants for women**141K/yr+1.4%0.6% conv. [**All search terms **](https://flapen.com/research/uk/fashion/underwear-women/search-terms)
## **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.
0%2%£8K4%£15K6%£23K8%£31K101001K10K100K 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**ALL OF SHE 6 Pack Cotton Underwear Women Brazilian Slip Lace Underpants Ladies Panties Sexy Hipster Cheeky Women Underwear M**ALL OF SHE**£9.84**4.2★1,111 rev](https://www.amazon.co.uk/dp/B0DXZ9N6SD) [2**BeReady Seamless Knickers for Women Sexy Lace Seamless Underwear for Women High Cut V-waist No Show Ladies Briefs Panties Multipack**BeReady**£10.95**4.4★1,525 rev](https://www.amazon.co.uk/dp/B0C9WH5XZC) [3**FINETOO Cotton Underwear Women Ladies Knickers Sport Belt Panties Cotton Soft Pants For Women Mid Rise Briefs Multipack 6 Pack(M)**FINETOO**£9.93**4.4★475 rev](https://www.amazon.co.uk/dp/B0DQC8CJY9) [4**coskefy Underwear Women High Waisted Cotton Knickers Ladies Full Briefs Soft Panties Slight Tummy Control Pants 5 Pack L**coskefy**£16.64**4.5★7,145 rev](https://www.amazon.co.uk/dp/B09RZSR4B5) [5**Cholewy Cotton Underwear for Women Full Coverage Knickers 6 Pack**Cholewy**£14.12**4.5★2,120 rev](https://www.amazon.co.uk/dp/B091F99SCJ)
**~~View all top sellers →~~**
### **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**£9.48**476 rev8mo ago](https://www.amazon.co.uk/dp/B0G2386Z96) [**SIMIYA 5 Pack Cotton Underwear Women High Waisted Knickers for Women Multipack Comfy Stretchy Ladies Full Briefs Pants Soft Plus Size Panties M**SIMIYA**£9.98**476 rev8mo ago](https://www.amazon.co.uk/dp/B0G236N9YQ) [**YESWEL Underwear Women Bamboo Knickers for Ladies Multipack High Waist Briefs Tummy Support Pants Full Coverage Panties (Multicolor01 L 14 5 Pack)**YESWEL**£16.04**140 rev8mo ago](https://www.amazon.co.uk/dp/B0FY3P43RD) [**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**£9.19**926 rev1y ago](https://www.amazon.co.uk/dp/B0F42MXGL7) [**ALL OF SHE 6 Pack Cotton Underwear Women Brazilian Slip Lace Underpants Ladies Panties Sexy Hipster Cheeky Women Underwear M**ALL OF SHE**£9.84**1,111 rev1y ago](https://www.amazon.co.uk/dp/B0DXZ9N6SD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Liang Rou Womens Crew Neck Top & Bottom Ultra Thin Thermal Underwear Set Black X-Large**Liang Rou**£16.24**4.2★**▲ 53%**](https://www.amazon.co.uk/dp/B074Z319JT) [**SIMIYA 5 Pack Cotton Underwear Women High Waisted Knickers for Women Multipack Comfy Stretchy Ladies Full Briefs Pants Soft Plus Size Panties L**SIMIYA**£9.48**4.5★**▲ 48%**](https://www.amazon.co.uk/dp/B0G2386Z96) [**Liang Rou Womens Scoop Neck Top & Bottom Ultra Thin Thermal Underwear Set Black Large**Liang Rou**£16.34**4.3★**▲ 48%**](https://www.amazon.co.uk/dp/B010TLRRKU) [**SIMIYA 5 Pack Cotton Underwear Women High Waisted Knickers for Women Multipack Comfy Stretchy Ladies Full Briefs Pants Soft Plus Size Panties M**SIMIYA**£9.98**4.5★**▲ 41%**](https://www.amazon.co.uk/dp/B0G236N9YQ) [**TANSTC Seamless Knickers for Women - No VPL Underwear for Women Invisible Panties Wave Edge Ladies Briefs Knickers Breathable Ultra-Soft Multipack(6 Pack)**TANSTC**£13.96**4.0★**▲ 38%**](https://www.amazon.co.uk/dp/B0D4D1MZFN)
**~~View all trending →~~**
## **What buyers say about underwear women**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Comfort-Overall**32%
*“Comfortable to wear”*
**Size-Overall**20%
*“not be too tight”*
**Quality-Overall**11%
*“seem well made”*
**Value For Money**7%
*“Excellent price”*
**Soft Feel**5%
*“So soft”*
**Color**3%
*“Colours are vibrant”*
**Material Quality**3%
*“Comfy material”*
**Machine Wash Suitability**2%
*“Great washers”*
**Stretchability/Expandability/Elasticity**2%
*“Lovely stretch”*
**Washability**1%
*“Easy to wash”*
### **What buyers complain about **
**Size-Overall**30%
*“Sizes are small”*
**Quality-Overall**11%
*“Poor quality”*
**Comfort-Overall**7%
*“Not comfortable”*
**Stretchability/Expandability/Elasticity**5%
*“Poor elastic band”*
**Material Quality**4%
*“feels more synthetic not cotton”*
**Color**4%
*“Colour not as described”*
**Value For Money**3%
*“Waste of money”*
**Advertised Vs Actual Product**2%
*“Smaller than advertised”*
**Allergies**2%
*“Still sensitive and sore two weeks on”*
**Waist Fit**2%
*“waist band too narrow”*
### **Top return reasons **
**Size-Overall**36%
**Thigh Fit**21%
**Material Quality**11%
**Thin**11%
**Advertised Vs Actual Product**7%
**Waist Fit**7%
**Transparency**4%
**Warmth**4%
## **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.
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