groove pillow
Skip itSoft demand (-69.0% this quarter) — this niche doesn't clear our bar today.
Quality gap
Incredible3.9★avg incumbent rating — lower means beatable quality
Avg price
Incredible£33.01avg listing price — sweet spot $15–$100
Price range
Incredible£19.26–£47.05cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good£328K£328K/yr · 271K searches
Conversion
Okay3.7%search→purchase rate — share of searches ending in a sale
Review moat
Bad4,884.5avg incumbent reviews — the moat a new listing must climb
Returns
Okay5.0%return rate — above 5% kills the launch gate
Growth
Bad-69.0%90-day search growth — must beat 0% to launch
Competition
Bad100%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, groove pillow is a £328K/yr Amazon United Kingdom market (271K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Aug–Sep–Oct–Dec. Verdict: Skip it — 35/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
groove pillow market data
- Units sold / yr
- 10K–13K
- avg 1,250–1,500/product
- Revenue / yr
- £330K–£413K
- units × avg price
- Conversion rate
- 3.7%
- Avg BSR
- #116
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 19 months
- Avg seller age
- 235 days
Competition & brand share
The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.Brands
2 falling
Sellers
5
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
100%
Top 20: 100%
Open market
0%
- Derila94%
- MISSCOZY6%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -69.0% search growth over the last 90 days.Peak months: Jan, Aug, Sep, Oct, Dec · busiest ÷ quietest = 9.0×
Top groove pillow search terms
- derila ergo pillow137K/yr
- derila pillow37K/yr
- derila-ergo pillow15K/yr
- derila ergo pillow uk6K/yr
- derila ergo pillow reviews13K/yr
- derila ergo10K/yr
- derilo ergo pillow15K/yr
- derilla pillow6K/yr
- derila4K/yr
- derila pillow reviews complaints7K/yr
Top groove pillow 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 4 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Derila ERGO Memory Foam Pillow. Cervical Neck Pillow for Neck and Shoulder
Derila£47.053.9★11,444 rev
Derila Ergo Cooling Pillowcase (1pc) for Ergo Sleeping Pillow Size 21.25 x 14.17 in Bed Pillow Case Silky Soft with Zipped Closure Blue (pillow not included)
Derila£19.264.0★1,497 rev
MISSCOZY Ergonomic Pillow for Side Sleeper-Anti Snore Sleep Apnea(Grey)
MISSCOZY£25.004.0★142 rev
Derila Memory Foam Pillow. The Perfect Bed Pillow for Side Back Stomach Sleepers. With Contoured Pillow You Will Wake Up Refreshed (Pack of 1)
Derila£40.743.7★6,455 rev
Newest
by launch dateMISSCOZY Ergonomic Pillow for Side Sleeper-Anti Snore Sleep Apnea(Grey)
MISSCOZY£25.00142 rev
Derila Ergo Cooling Pillowcase (1pc) for Ergo Sleeping Pillow Size 21.25 x 14.17 in Bed Pillow Case Silky Soft with Zipped Closure Blue (pillow not included)
Derila£19.261,497 rev
Derila ERGO Memory Foam Pillow. Cervical Neck Pillow for Neck and Shoulder
Derila£47.0511,444 rev
Derila Memory Foam Pillow. The Perfect Bed Pillow for Side Back Stomach Sleepers. With Contoured Pillow You Will Wake Up Refreshed (Pack of 1)
Derila£40.746,455 rev
Trending
90-day click momentumMISSCOZY Ergonomic Pillow for Side Sleeper-Anti Snore Sleep Apnea(Grey)
MISSCOZY£25.004.0★
Derila ERGO Memory Foam Pillow. Cervical Neck Pillow for Neck and Shoulder
Derila£47.053.9★
Derila Ergo Cooling Pillowcase (1pc) for Ergo Sleeping Pillow Size 21.25 x 14.17 in Bed Pillow Case Silky Soft with Zipped Closure Blue (pillow not included)
Derila£19.264.0★
Derila Memory Foam Pillow. The Perfect Bed Pillow for Side Back Stomach Sleepers. With Contoured Pillow You Will Wake Up Refreshed (Pack of 1)
Derila£40.743.7★
What buyers say about groove pillow
What buyers praise and complain about, mined from review topics.What buyers love
“Very comfortable”
“Great sleep”
“I found this pillow quite comfy”
“it seems to be well made”
“It does as it says”
“Nice pillow, soft and comfy”
“Supportive”
“good value”
“They are a snug tailored fit”
“in fact I find the pillow very comfortable whichever position I sleep in”
What buyers complain about
“too expensive”
“Very uncomfortable and counterproductive”
“can be a bit difficult to fit”
“Advertise is totally different”
“doesn't function as a pillow”
“The cushion looks unclean”
“Not good quality”
“My main comment is the totally inadequate instruction 'leaflet' provided which is a couple of useless pieces of thin cardboard”
“cover cannot be removed for washing”
“provides no support what so ever”
Top return reasons
Common questions
- Is groove pillow profitable to sell on Amazon United Kingdom?
- The niche generates £328K/yr across 4 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -69.0%. Flapen's verdict: Skip it (35/100).
- How competitive is the groove pillow niche?
- 2 brands and 5 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in groove pillow?
- Top complaints mined from reviews: Value For Money, Comfort-Overall, Size-Overall. The return rate is 5.0%.
- When does demand for groove pillow peak?
- Demand peaks in Jan–Aug–Sep–Oct–Dec; the busiest month runs 9.0× the quietest.
- What does it cost to enter the groove pillow niche?
- Listings span £19.26–£47.05; the average listing price is £33.01 (sweet spot $15–$100). The average incumbent carries 4,885 reviews — the moat a new listing must climb.