Maternity Underwear
Worth a lookShows a sweet-spot price point ($24.09 avg), but weak search conversion (1.4%) keeps it on the watch list.
Avg price
Incredible$24.09avg listing price — sweet spot $15–$100
Competition
Great36%top-5 click share — an open shelf
Price range
Great$8.70–$35.10cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good$666K$666K/yr · 1.9M searches
Returns
Okay3.3%return rate — above 5% kills the launch gate
Brand share
Okay78%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-4.1%90-day search growth — must beat 0% to launch
Review moat
Bad8,114.9avg incumbent reviews — the moat a new listing must climb
Conversion
Bad1.4%search→purchase rate — share of searches ending in a sale
Is maternity underwear profitable on Amazon?
According to Flapen's Amazon United States niche tracking, maternity underwear is a $666K/yr Amazon United States market (1.9M searches/yr). The top 5 brands hold 78% of demand. Verdict: Worth a look — 50/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
maternity underwear market size & sales
Units sold, revenue, conversion and listing quality across the tracked shelf.- Units sold / yr
- 25K–30K
- avg 500–750/product
- Revenue / yr
- $602K–$723K
- units × avg price
- Conversion rate
- 1.4%
- Avg BSR
- #4,165
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 96%
- Out of stock
- 0.3%
- Avg brand age
- 44 months
- Avg seller age
- 190 days
Competition: brands, sellers & click share
Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.Brands
19 flat
Sellers
27
Top-5 brand share
78%
Top 20: 100%
Top-5 click share
36%
Top 20: 77%
Open market
18%
- Intimate Portal36%
- Momcozy15%
- Angelhood12%
- SUNNYBUY8%
- Summer Mae8%
- Frida Mom4%
- Open — no brand owns it (13 brands, 18%)
maternity underwear demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top maternity underwear search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.- maternity underwear802K/yr
- maternity underwear for women308K/yr
- pregnancy underwear for women187K/yr
- pregnancy underwear128K/yr
- maternity panties95K/yr
- maternity underwear cotton75K/yr
- cotton maternity underwear65K/yr
- momcozy underwear for pregnancy19K/yr
- maternity underwear seamless38K/yr
- seamless maternity underwear31K/yr
Top maternity underwear products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Intimate Portal Maternity Underwear Cotton Pregnancy Postpartum Panties Foldable Under the Bump Briefs 6 Pack Epitome L
Intimate Portal$23.614.7★5,357 rev
Intimate Portal Cotton Maternity Underwear Under the Bump Pregnancy Bikini Panties Women Postpartum Briefs 6 Pack Inspiration M
Intimate Portal$19.544.7★32,865 rev
Momcozy Womens Maternity High Waist Underwear Pregnancy Soft Seamless Maternity Underwear Over Bump 3 Pack
Momcozy$28.684.6★1,216 rev
SUNNYBUY Womens Maternity High Waist Underwear Pregnancy Seamless Soft Hipster Panties Over Bump (Five color-5pk XL)
SUNNYBUY$32.064.5★10,409 rev
Angelhood 6 Pack Womens Maternity Underwear Healthy Maternity Pregnancy Panties Postpartum Mother Under Bump Underwear Large
Angelhood$15.604.4★10,066 rev
Newest
by launch date
Summer Mae Maternity Underwear Viscose Derived from Bamboo High Waist Soft Breathable Seamless Pregnancy Panties Over Bump X-Large 5PC
Summer Mae$33.12112 rev
Summer Mae Maternity Underwear Viscose Derived from Bamboo High Waist Soft Breathable Seamless Pregnancy Panties Over Bump Large 5PC
Summer Mae$33.24112 rev
HOFISH Maternity Support Underwear Seamless No-Show Pregnancy Shapewear Panties for Women 2Pack Black/Beige Medium
HOFISH$8.70421 rev
Angelhood 5 Pack Maternity Underwear Seamless Pregnancy Postpartum Panties Wave Edge No Show Bikini Under Bump Large
Angelhood$18.82289 rev
Angelhood Seamless Maternity Underwear for Women High Waist Panties Plus Size Shapewear Pregnancy Underwear Over Bump 5 Pack
Angelhood$23.92316 rev
Trending
90-day click momentumSummer Mae Maternity Underwear Viscose Derived from Bamboo High Waist Soft Breathable Seamless Pregnancy Panties Over Bump X-Large 5PC
Summer Mae$33.124.4★
Frida Mom 8pc Postpartum Underwear Disposable Boyshort Panties Seamless Stretch Support New Mom Essentials Size M/L (28in-42in)
Frida Mom$9.534.7★
Mama Cotton Womens Over The Bump Maternity Panties High Waist Full Coverage Pregnancy Underwear Adjustable Waistband (Multicolor D 5 Pack Size-3XL)
Mama Cotton$28.194.5★
KUNINDOME Seamless Maternity Underwear over Bump 3 Pack Black + Nude + Pink Large
KUNINDOME$17.774.5★
HOFISH Maternity Support Underwear Seamless No-Show Pregnancy Shapewear Panties for Women 2Pack Black/Beige Medium
HOFISH$8.704.5★
What reviews say buyers love and hate about maternity underwear
What buyers praise and complain about, mined from review topics.What buyers love
“Comfortable option”
“They fit snugly”
“The material was soft”
“Soft comfortable stretchy great price”
“Premium quality”
“Great value”
“Very durable”
“Breathable and comfortable”
“Provide comfort and support when you need it most”
“Had no issues with leaking”
What buyers complain about
“Fit is too large”
“Not comfortable at all”
“I do not like it the material is very uncomfortable”
“Caused A Rash”
“Very bad stretch”
“Poor quality”
“Overpriced”
“Not breathable, breaks easily”
“They arent absorbent”
“Falls Apart”
Top return reasons
Common maternity underwear questions
- Is maternity underwear profitable to sell on Amazon United States?
- The niche generates $666K/yr across 50 tracked products. 6 of 10 products launched in the last 360 days are still selling. 90-day search growth is -4.1%. Flapen's verdict: Worth a look (50/100).
- How competitive is the maternity underwear niche?
- 19 brands and 27 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 78% of demand.
- What do buyers complain about in maternity underwear?
- Top complaints mined from reviews: Size-Overall, Comfort-Overall, Material Quality. The return rate is 3.3%.
- When does demand for maternity underwear peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the maternity underwear niche?
- Listings span $8.70–$35.10; the average listing price is $24.09 (sweet spot $15–$100). The average incumbent carries 8,115 reviews — the moat a new listing must climb.