Is donut cushion profitable to sell on Amazon United Kingdom?

The niche generates £492K/yr across 31 tracked products. 5 of 16 products launched in the last 360 days are still selling. 90-day search growth is -12.2%. Flapen's verdict: Worth a look (60/100).

How competitive is the donut cushion niche?

24 brands and 32 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 57% of demand.

What do buyers complain about in donut cushion?

Top complaints mined from reviews: Comfort-Overall, Size-Overall, Hard Feel. The return rate is 2.8%.

When does demand for donut cushion peak?

Demand is steady year-round — the busiest month runs 1.2× the quietest.

What does it cost to enter the donut cushion niche?

Listings span £6.54–£26.27; the average listing price is £15.36 (sweet spot $15–$100). The average incumbent carries 1,465 reviews — the moat a new listing must climb.

donut cushion

Worth a look

Shows beatable incumbent ratings (4.1★), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Quality gap

Great4.1★

avg incumbent rating — lower means beatable quality

Conversion

Great8.2%

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

Brand share

Great57%

top-5 brand share — no brand owns this niche

Avg price

Great£15.36

avg listing price — sweet spot $15–$100

Market size

Good£492K

£492K/yr · 389K searches

Competition

Good49%

top-5 click share — leaders hold, buyers still browse

Price range

Good£6.54–£26.27

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

Returns

Good2.8%

return rate — above 5% kills the launch gate

Review moat

Good1,465.16

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-12.2%

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

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, donut cushion is a £492K/yr Amazon United Kingdom market (389K searches/yr). The top 5 brands hold 57% of demand. Verdict: Worth a look — 60/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

donut cushion market data

Units sold / yr: 25K–30K; avg 750–1,000/product
Revenue / yr: £384K–£461K; units × avg price
Conversion rate: 8.2%
Avg BSR: #107
Page quality: 0%
Prime: 90%
Sponsored: 97%
Out of stock: 6.5%
Avg brand age: 26 months
Avg seller age: 222 days

Competition & brand share

The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.

Brands

24 falling

Sellers

Top-5 brand share

57%

Top 20: 98%

Top-5 click share

49%

Top 20: 90%

Open market

36%

AUVON17%
ERGONOMIC INNOVATIONS15%
Ecosafeter10%
ComfyBums8%
WABCEI7%
iMedic6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -12.2% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.2×

Open Trend

Top donut cushion search terms

donut cushion134K/yr -8.9%5.3% conv.
doughnut cushion44K/yr -16.7%5.0% conv.
hemorrhoid cushion31K/yr -10.2%5.5% conv.
donut pillow28K/yr -22.4%1.8% conv.
piles cushion20K/yr -10.3%6.8% conv.
ring cushions for pressure relief19K/yr -10.6%6.0% conv.
ring cushion16K/yr +0.2%4.7% conv.
rubber ring to sit on medical18K/yr -43.5%7.3% conv.
donut cushion for coccyx pain14K/yr -13.3%5.3% conv.
donut cushions13K/yr +1.3%3.3% conv.

All search terms

Top donut cushion 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

Donut Cushion for Coccyx Pain - Coccyx Cushion for Tailbone Pain Relief Pressure Sores & Hemorrhoids - Memory Foam Donut Pillow for Office Chair Wheelchair Car Sciatica Postpartum Pregnancy Ring

ERGONOMIC INNOVATIONS£26.274.3★3,950 rev

AUVON Donut Pillow Seat Cushion with Scientific Centre Hole for Hemorrhoids

AUVON£18.314.5★782 rev

ComfyBums Hemorrhoid Donut Cushion For Coccyx Tailbone Piles Pressure Relief - Memory Foam Pillow For Office Chair Seat Ring Cushions - Targets Sores & Discomfort Relief - Made For You

ComfyBums£20.474.3★215 rev

WABCEI Donut Pillow Seat Cushion for Hemorrhoids Coccyx Cushion for Tailbone Pain Relief Donut Pillow Memory Foam Seat Cushion by Ergonomic for Sores Sciatica(Good Support Slightly Firm

WABCEI£15.464.6★24 rev

Ecosafeter Orthopedic Ring Memory Foam Cushion - Donut Cushion for Relief of Haemorrhoids and Piles Coccyx Pain Suitable for Wheelchair Car Seat Office Or Outdoor

Ecosafeter£18.264.4★1,620 rev

Newest

by launch date

Ecosafeter Donut Cushion Memory Foam Hemorrhoids Cushion For Postpartum & Coccyx & Tailbone Pain Pressure Relief For Office Chair Wheelchair Office Car Seat

Ecosafeter£16.69409 rev

3mo ago

WABCEI Donut Pillow Seat Cushion for Hemorrhoids Coccyx Cushion for Tailbone Pain Relief Donut Pillow Memory Foam Seat Cushion by Ergonomic for Sores Sciatica(Good Support Slightly Firm

WABCEI£15.4624 rev

3mo ago

BRO Donut Cushion for Hemorrhoids Ergonomic Memory Foam Seat Cushion with Ice-Silk Cover for Tailbone Pain Sciatica Relief Pressure Relief Pillow for Office Chair Wheelchair Car

BRO£15.7130 rev

4mo ago

AUVON Ergonomic Donut Cushion for Hemorrhoid Coccyx Cushion with Dual Cutouts for Tailbone Pain Relief Office Chair Cushion with Thigh Slope for Work Travel Car Support with Long-Sitting Comfort

AUVON£13.8952 rev

4mo ago

AUVON Thickened Donut Cushion for Hemorrhoids Thigh Slope for Long Sitting

AUVON£18.3956 rev

6mo ago

What buyers say about donut cushion

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

What buyers love

Comfort-Overall34%

“Very comfortable to use”

Cushion17%

“Comfy Cushion”

Quality-Overall11%

“Excellent product”

Value For Money5%

“Good value”

Soft Feel4%

“The cushion is soft”

Advertised Vs Actual Product4%

“Just what I need”

Ease Of Use3%

“Easy to use”

Foam3%

“The memory foam feels nice”

Size-Overall2%

“Fit for purpose”

Shape/Style1%

“Good shape retention”

What buyers complain about

Comfort-Overall18%

“Very uncomfortable”

Size-Overall14%

“I wasnt happy with the size”

Hard Feel9%

“Too firm for me”

Cushion9%

“the cushion itself is rock hard”

Functionality-Overall5%

“It doesn't really do it for me”

Body Support5%

“Poor support”

Value For Money5%

“Bit pricey”

Thickness4%

“Very thick”

Ease Of Use2%

“but its a nightmare to get off”

Quality-Overall2%

“Not as good as they used to be”

Top return reasons

Comfort-Overall28%

Size-Overall22%

Cushion10%

Functionality-Overall8%

Hard Feel8%

Advertised Vs Actual Product3%

Soft Feel3%

Quality-Overall3%

Shape/Style2%

Body Support2%

Common questions

Is donut cushion profitable to sell on Amazon United Kingdom?: The niche generates £492K/yr across 31 tracked products. 5 of 16 products launched in the last 360 days are still selling. 90-day search growth is -12.2%. Flapen's verdict: Worth a look (60/100).
How competitive is the donut cushion niche?: 24 brands and 32 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 57% of demand.
What do buyers complain about in donut cushion?: Top complaints mined from reviews: Comfort-Overall, Size-Overall, Hard Feel. The return rate is 2.8%.
When does demand for donut cushion peak?: Demand is steady year-round — the busiest month runs 1.2× the quietest.
What does it cost to enter the donut cushion niche?: Listings span £6.54–£26.27; the average listing price is £15.36 (sweet spot $15–$100). The average incumbent carries 1,465 reviews — the moat a new listing must climb.