id form incontinence pads
Worth a lookShows low returns (0.0%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Great10.4%search→purchase rate — share of searches ending in a sale
Avg price
Great£20.76avg listing price — sweet spot $15–$100
Price range
Great£8.11–£57.43cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Great419.94avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Okay£159K£159K/yr · 73K searches
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Growth
Bad-1.2%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, id form incontinence pads is a £159K/yr Amazon United Kingdom market (73K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Apr–May. Verdict: Worth a look — 51/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
id form incontinence pads market data
- Units sold / yr
- 10K–13K
- avg 250–500/product
- Revenue / yr
- £208K–£260K
- units × avg price
- Conversion rate
- 10.4%
- Avg BSR
- #117
- Page quality
- 0%
- Prime
- 61%
- Sponsored
- 6%
- Out of stock
- 8.9%
- Avg brand age
- 63 months
- Avg seller age
- 165 days
Competition & brand share
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.Brands
3 falling
Sellers
11
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
66%
Top 20: 100%
Open market
0%
- iD Expert73%
- Ontex24%
- Gifts Choice3%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -1.2% search growth over the last 90 days.Peak months: Apr, May · busiest ÷ quietest = 1.9×
Top id form incontinence pads search terms
- id form incontinence pads35K/yr
- id form extra plus incontinence pads8K/yr
- id pads6K/yr
- id expert incontinence pads8K/yr
- id incontinence pads5K/yr
- id form pads4K/yr
- id incontinence pads for women5K/yr
- id form4K/yr
Top id form incontinence pads 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 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
iD Sensitive Form Extra Plus Disposable Incontinence Pad Super Absorbent Discreet Design Anti Leak Protection Wetness Indicator Odour Control Women & Men Adult Nappies 20 Pads
iD Expert£9.464.4★1,876 rev
iD Expert Form Disposable Incontinence Pad Super Absorbent Discreet Design Anti Leak Protection Wetness Indicator Odour Control Women & Men Adult Nappies 2900ml 21 Pads
iD Expert£10.434.4★1,832 rev
iD Expert Form Maxi - Box of 84 two-pieces
iD Expert£39.903.8★42 rev
iD Expert Form Disposable Extra Plus Incontinence Pads Mens and Womens Disposable Briefs Anti-Leak Protection Wetness Indicator Odour Control 1500ml 21 Pads
iD Expert£8.674.4★1,558 rev
iD Sensitive Form Extra Incontinence Pads | Extra Absorbency | Pack of 60
Ontex£19.374.5★66 rev
Newest
by launch date
iD Sensitive Form Extra Plus Disposable Incontinence Pad Super Absorbent Discreet Design Anti Leak Protection Wetness Indicator Odour Control Women & Men Adult Nappies 20 Pads
Ontex£9.982 rev
iD Form Unisex Normal Form Incontinence Pads Plus - Adult Unisex Large Incontinence Pads for Urinary & Faecal Incontinence Pad for Men & Women 30 Pack - Approved by Dermatologists
Gifts Choice£21.907 rev
iD Sensitive Form Extra Plus - 8 Packs of 20
iD Expert£52.2811 rev
iD Sensitive Form Extra Incontinence Pads 8 Packs of 20
Ontex£57.4310 rev
iD Sensitive Form Super Incontinence Pad - Super Absorbent Discreet Design Anti Leak Protection Wetness Indicator Odour Control Women & Men Adult Nappies 2530ml 20 Pads
Ontex£10.002 rev
Trending
90-day click momentumiD Sensitive Form Extra Incontinence Pads 8 Packs of 20
Ontex£57.434.8★
iD Sensitive Form Extra Plus - 8 Packs of 20
iD Expert£52.284.1★
iD Sensitive Form Extra Plus Disposable Incontinence Pad Super Absorbent Discreet Design Anti Leak Protection Wetness Indicator Odour Control Women & Men Adult Nappies 20 Pads
iD Expert£9.464.4★
iD Expert Form Maxi - Box of 84 two-pieces
iD Expert£39.903.8★
iD Expert Form Disposable Incontinence Pad Super Absorbent Discreet Design Anti Leak Protection Wetness Indicator Odour Control Women & Men Adult Nappies 2900ml 21 Pads
iD Expert£10.434.4★
What buyers say about id form incontinence pads
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“Good value for money”
“Nice and comfortable”
“were exactly as advertised”
“Good absorbency”
“Anti Leak Cuffs”
“Size is good”
“Soft & comfortable”
“Really keep mum dry”
“there is no odour in the morning”
What buyers complain about
“Too long”
“Money saving over quality”
“certainly not as absorbant”
“Leakage and very poor quality due to the total rebrand”
“No adhesive strip on them”
“difficulty walking”
“Disappointed with new shape”
“Thinner, shorter, 1 less in each pack plus more expensive”
“They are not the same”
“are not yellow anymore though have the same name”
Top return reasons
Common questions
- Is id form incontinence pads profitable to sell on Amazon United Kingdom?
- The niche generates £159K/yr across 18 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -1.2%. Flapen's verdict: Worth a look (51/100).
- How competitive is the id form incontinence pads niche?
- 3 brands and 11 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in id form incontinence pads?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Absorbency. The return rate is 0.0%.
- When does demand for id form incontinence pads peak?
- Demand peaks in Apr–May; the busiest month runs 1.9× the quietest.
- What does it cost to enter the id form incontinence pads niche?
- Listings span £8.11–£57.43; the average listing price is £20.76 (sweet spot $15–$100). The average incumbent carries 420 reviews — the moat a new listing must climb.