---
title: "Pull Ups — $10.6M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/baby-products/pull-ups"
last_updated: "2026-08-06T05:32:22.496Z"
locale: en
meta:
description: "Niche score 60/100 · $10.6M/yr market · 3.0M searches/yr · $33.27 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 60/100 · $10.6M/yr market · 3.0M searches/yr · $33.27 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Pull Ups — $10.6M/yr Amazon US Niche (2026) - Flapen"
---
# **pull ups**
**Launch it**
A $10.6M/yr market growing +7.3% this quarter with returns at 0.7% — clears our launch bar.
Market size 100Growth 34Conversion 89Competition 62Returns 96Price range 84Avg price 95Brand share 4Review moat 13Quality gap 18
**Market size**
**Incredible****$10.6M**
$10.6M/yr · 3.0M searches
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****$33.27**
avg listing price — sweet spot $15–$100
**Conversion**
**Great****10.5%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Great****$8.93–$54.62**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****48%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Okay****+7.3%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****25,608.76**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****98%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, pull ups is a $10.6M/yr Amazon United States market (3.0M searches/yr). The top 5 brands hold 98% of demand. Verdict: Launch it — 60/100.
Data updated Jul 20, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **pull ups market data**
- **Units sold / yr**
- **300K–400K**
- avg 8,000–10,000/product
- **Revenue / yr**
- **$10.0M–$13.3M**
- units × avg price
- **Conversion rate**
- **10.5%**
- **Avg BSR**
- **#16**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **68%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **57 months**
- **Avg seller age**
- **137 days**
## **Competition & brand share**
The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**7 **▲rising
**Sellers**
**113**
**Top-5 brand share**
**98%**
Top 20: 100%
**Top-5 click share**
**48%**
Top 20: 83%
**Open market**
**1%**
- Pull-Ups53% - Pampers36% - GoodNites6% - Hello Bello3% - YIKG1% - Ninjamas1% - Open — no brand owns it (1 brand, 1%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +7.3% search growth over the last 90 days.
100K60KSpike '24Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/us/baby-products/pull-ups/trend)
## **Top pull ups search terms**
- **pull ups**1.3M/yr+7.6%6.3% conv. - **pull ups 3t-4t**668K/yr+8.2%16.6% conv. - **pullups**182K/yr+8.3%6.2% conv. - **pullups 3t 4t**116K/yr+3.7%16.9% conv. - **easy ups**107K/yr-4.9%4.4% conv. - **pampers pull ups**96K/yr+15.6%3.1% conv. - **huggies pull ups**73K/yr+0.6%3.2% conv. - **pull up diapers**61K/yr+15.8%1.2% conv. - **pampers easy ups**54K/yr+11.1%2.7% conv. - **pampers pull ups 3t-4t**49K/yr+4.8%11.4% conv. [**All search terms **](https://flapen.com/research/us/baby-products/pull-ups/search-terms)
## **Top pull ups 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%4%$424K8%$848K12%$1.3M16%$1.7M1101001K10K100K 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**Pampers Training Pants - Easy Ups Boys & Girls Bluey - Size 3T-4T 124 Count Childrens Potty Underwear (Packaging May Vary)**Pampers**$42.99**4.7★46,279 rev](https://www.amazon.com/dp/B078W9SH24) [2**Pull-Ups Boys Potty Training Pants Size 3T-4T Training Underwear (32-40 lbs) 112 Count**Pull-Ups**$41.96**4.8★39,205 rev](https://www.amazon.com/dp/B07XCVWZ51) [3**Pull-Ups Girls Potty Training Pants Size 3T-4T Training Underwear (32-40 lbs) 112 Count**Pull-Ups**$42.53**4.8★34,080 rev](https://www.amazon.com/dp/B07X8ND2B6) [4**Pampers Training Pants - Easy Ups Boys & Girls Bluey - Size 4T-5T 104 Count Childrens Potty Underwear (Packaging May Vary)**Pampers**$43.75**4.7★46,279 rev](https://www.amazon.com/dp/B078WBDSBF) [5**Pull-Ups Boys Potty Training Pants Size 3T-4T Training Underwear (32-40 lbs) 20 Count**Pull-Ups**$9.42**4.8★39,205 rev](https://www.amazon.com/dp/B082F1W4SX)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Upairy Potty Training Pants Cotton Absorbent Training Underwear for Toddler Boy and Girls 2T-5T Soft Absorbent & Leak-Proof with Characters(4PCS S)**YIKG**$23.98**2 rev3mo ago](https://www.amazon.com/dp/B0GY15NKV3) [**Pull-Ups Boys Skin Essentials Potty Training Pants Training Underwear 3T-4T (32-40 lbs) 54 Ct**Pull-Ups**$28.05**788 rev4mo ago](https://www.amazon.com/dp/B0CQ8S5FQW) [**Pull-Ups Girls Skin Essentials Potty Training Pants Training Underwear 3T-4T (32-40 lbs) 54 Ct**Pull-Ups**$28.55**776 rev1y ago](https://www.amazon.com/dp/B0CQ8VB4WT) [**Hello Bello Premium Training Pants 3T-4T All About Feelings Design 22ct Jumbo Pack**Hello Bello**$14.72**1,349 rev1y ago](https://www.amazon.com/dp/B0D9ZNDXX3) [**Pull-Ups Boys Potty Training Pants Size 5T-6T Training Underwear (46-60 lbs) 80 Count**Pull-Ups**$42.96**39,205 rev3y ago](https://www.amazon.com/dp/B0BLD1F53H)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Upairy Potty Training Pants Cotton Absorbent Training Underwear for Toddler Boy and Girls 2T-5T Soft Absorbent & Leak-Proof with Characters(4PCS S)**YIKG**$23.98**4.5★**▲ 287%**](https://www.amazon.com/dp/B0GY15NKV3) [**Pull-Ups Boys Skin Essentials Potty Training Pants Training Underwear 3T-4T (32-40 lbs) 54 Ct**Pull-Ups**$28.05**4.7★**▲ 212%**](https://www.amazon.com/dp/B0CQ8S5FQW) [**Pull-Ups Girls Skin Essentials Potty Training Pants Training Underwear 3T-4T (32-40 lbs) 54 Ct**Pull-Ups**$28.55**4.6★**▲ 179%**](https://www.amazon.com/dp/B0CQ8VB4WT) [**Pampers Training Pants - Easy Ups Boys & Girls Bluey - Size 4T-5T 56 Count Childrens Potty Underwear (Packaging May Vary)**Pampers**$27.74**4.7★**▲ 59%**](https://www.amazon.com/dp/B078CR8CCH) [**Pull-Ups Boys Potty Training Pants Size 3T-4T Training Underwear (32-40 lbs) 20 Count**Pull-Ups**$9.42**4.8★**▲ 55%**](https://www.amazon.com/dp/B082F1W4SX)
**~~View all trending →~~**
## **What buyers say about pull ups**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Leak-Proof**14%
*“Don't leak”*
**Size-Overall**10%
*“They fit my little one way better than most brands”*
**Ease Of Use**10%
*“Easy to use”*
**Absorbency**7%
*“Very Absorbent”*
**Quality-Overall**7%
*“No complaints”*
**Comfort-Overall**7%
*“Comfortable and cute”*
**Soft Feel**5%
*“So soft”*
**Value For Money**5%
*“Definitely worth the purchase”*
**Design-Overall**4%
*“The design is cute”*
**Allergies**3%
*“No rashes or discomfort with this brand”*
### **What buyers complain about **
**Leak-Proof**21%
*“Leaks a lot”*
**Smell**13%
*“Horrible scent”*
**Allergies**11%
*“Immediate rash”*
**Size-Overall**8%
*“Not the right size”*
**Quality-Overall**5%
*“Poor quality”*
**Advertised Vs Actual Product**3%
*“False advertising”*
**Value For Money**3%
*“Probably due to them being more expensive”*
**Absorbency**3%
*“Isn't as absorbent as you think”*
**Adhesion/Stickiness**2%
*“Diaper not stick properly”*
**Color**2%
*“Do not like the new blue liner”*
### **Top return reasons **
**Size-Overall**73%
**Advertised Vs Actual Product**5%
**Leak-Proof**4%
**Value For Money**4%
**Age Suitability**4%
**Smell**2%
**Absorbency**2%
**Functionality-Overall**1%
**Quality-Overall**1%
**Comfort-Overall**0%
## **Common questions**
- **Is pull ups profitable to sell on Amazon United States?**
- The niche generates $10.6M/yr across 37 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +7.3%. Flapen's verdict: Launch it (60/100).
- **How competitive is the pull ups niche?**
- 7 brands and 113 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 98% of demand.
- **What do buyers complain about in pull ups?**
- Top complaints mined from reviews: Leak-Proof, Smell, Allergies. The return rate is 0.7%.
- **When does demand for pull ups peak?**
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- **What does it cost to enter the pull ups niche?**
- Listings span $8.93–$54.62; the average listing price is $33.27 (sweet spot $15–$100). The average incumbent carries 25,609 reviews — the moat a new listing must climb.
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