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Super King Pillows

Fail

The top 5 brands take 96% of clicks, so Super King Pillows is a Fail.

Flapen Score
40
40 / 100
Ranks 4,839 of 5,777 Home & Garden niches · −11 vs the category median of 51
Market size
£134K/yr185K searches / yr
90-day growth
-23.7%search demand this quarter
Competition
75%top-5 click share · 7 brands · 11 sellers

Flapen Score

Super King Pillows against its category

The dotted line is the Home & Garden average. Past it, Super King Pillows is stronger. Inside it, weaker.

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Super King Pillows market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Super King Pillows 185K times last year and spent an estimated £134K. The top 5 brands take 96% of clicks. Flapen scores it 40 out of 100, a Fail.

01 · Demand

3.4% of searches ended in a purchase last week.

Shoppers searched for this 185K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.4% of those searches ended in a purchase. Searches in the last 90 days moved -23.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £134K a year.

Searches, last 12 months
185K
Growth, 90 days vs prior 90
-23.7%
Conversion, latest week
3.4%
Market size, estimated
£134Ka year
Peak month
January1.4× the quietest month
Top search term
king size pillows34K searches a year

02 · Price

A sale here is worth £21.46.

Listings sell for £21.46 on average, from £8.70 to £42.14. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 500 to 750 of them. At £21.46 that is £11K to £16K a year per listing.

Average price
£21.46inside the $15 to $100 sweet spot
Price range
£8.70–£42.14
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
500–750
Revenue per listing a year
£11K–£16K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

62% of listings pay for placement with sponsored ads. 15% ship with Prime. On an average day, 7.7% of listings are out of stock. The average listing ranks #50 within Home Textiles. It carries 12,808 reviews at 4.40 stars, so a new listing needs social proof before a better product.

Sponsored listings
62%
Prime listings
15%
Out of stock, average day
7.7%
Average rank
#50in Home Textiles
Average rating
4.40 starsAmazon United Kingdom average 4.36 stars
Average reviews
12,808per listing
Listings tracked
13

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 47 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
47 months

Products

Top Super King Pillows products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 75% of clicks. A locked shelf that new listings rarely crack.

£0£13K£27K£40K£54K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 falling

Sellers

11

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

75%

Top 20: 100%

Open market

2%

  • Utopia Bedding66%
  • Silentnight14%
  • SleepyNights5%
  • Martian Made5%
  • Slumberdown5%
  • Casa Platino2%
  • Open — no brand owns it (1 brand, 2%)

Demand

Super King Pillows search demand

Weekly searches over the year, seasonality beneath. Pick a range.

5K4KSpike '24Holiday '24Spike '25Prime Day '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Super King Pillows search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • king size pillows34K/yr
  • super king pillows33K/yr
  • large pillow20K/yr
  • large pillows10K/yr
  • king size pillow11K/yr
  • superking pillow11K/yr
  • superking pillows8K/yr
  • extra large pillows8K/yr
  • super king size pillows9K/yr
  • king pillows7K/yr

Reviews and returns

What reviews say buyers love and hate about Super King Pillows

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Comfort-Overall14%+0.68

Very uncomfortable

very uncomfortable to sleep on I am waking up with a sore neck

making the use of one by itself uncomfortable

Hard Feel12%−0.16

its much softer than expected

Too hard

not soft just right goldilocks lol

Size-Overall12%−0.04

wrong sizing

Way too big

I didnt realise how big the king-size actually were

Quality-Overall9%+0.81

poor quality control where they were made

Poor quality

Absolute rubbish

Cushion6%+0.14

No great basic pillows

I wanted a firmer pillow

The cover on these pillows ruined what may have been a decent pillow. hard to tell

Love

Comfort-Overall22%+0.68

Extremely comfortable

they are very comfy, they stay cool for a very long time and takes a long time to start getting flat and losing shape

Comfortable with Solid Quality

Quality-Overall16%+0.81

Great quality and arrived quickly

The cover feels good quality

Amazing quality

Cushion11%+0.14

Firm pillows

Pillows feel firm

Comfortable and Versatile Cushion

Value For Money9%+0.70

Value for money

Good value for money

Money well spent

Soft Feel7%

which is very smooth

Soft and comfortable

SOFT BED PILLOWS

Return

0.1% Return rate 39% Fixable by listing

Size-Overall29%▅▆▅█▆▇

wrong sizing

Way too big

I didnt realise how big the king-size actually were

Cushion14%█▆▅▄▄▅

No great basic pillows

I wanted a firmer pillow

The cover on these pillows ruined what may have been a decent pillow. hard to tell

Comfort-Overall12%█▇▇▃▅▄

Very uncomfortable

very uncomfortable to sleep on I am waking up with a sore neck

making the use of one by itself uncomfortable

Quality-Overall7%▅▆▅▄█▆

poor quality control where they were made

Poor quality

Absolute rubbish

Hard Feel7%▇▇█▆▃▅

its much softer than expected

Too hard

not soft just right goldilocks lol

FAQ

Common Super King Pillows questions

Answered from the same tracked data.