Is thongs profitable to sell on Amazon United States?

The niche generates $1.2M/yr across 69 tracked products. 6 of 9 products launched in the last 360 days are still selling. 90-day search growth is -0.9%. Flapen's verdict: Worth a look (58/100).

How competitive is the thongs niche?

40 brands and 47 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 45% of demand.

What do buyers complain about in thongs?

Top complaints mined from reviews: Size-Overall, Comfort-Overall, Material Quality. The return rate is 2.6%.

When does demand for thongs peak?

Demand peaks in Jan–Dec; the busiest month runs 1.9× the quietest.

What does it cost to enter the thongs niche?

Listings span $6.49–$28.75; the average listing price is $12.87 (sweet spot $15–$100). The average incumbent carries 8,827 reviews — the moat a new listing must climb.

thongs

Worth a look

Shows no brand lock-in (top 5 brands take 45% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Brand share

Great45%

top-5 brand share — no brand owns this niche

Competition

Great30%

top-5 click share — an open shelf

Market size

Great$1.2M

$1.2M/yr · 6.6M searches

Price range

Good$6.49–$28.75

cheapest to priciest tracked listing — scored on the share inside $15–$100

Returns

Good2.6%

return rate — above 5% kills the launch gate

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Avg price

Good$12.87

avg listing price — sweet spot $15–$100

Growth

Bad-0.9%

90-day search growth — must beat 0% to launch

Review moat

Bad8,826.78

avg incumbent reviews — the moat a new listing must climb

Conversion

Bad1.4%

search→purchase rate — share of searches ending in a sale

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, thongs is a $1.2M/yr Amazon United States market (6.6M searches/yr). The top 5 brands hold 45% of demand. Demand peaks in Jan–Dec. Verdict: Worth a look — 58/100.

Data updated Jul 13, 2026 · scored weekly · How we score niches

thongs market data

Units sold / yr: 80K–100K; avg 1,250–1,500/product
Revenue / yr: $1.0M–$1.3M; units × avg price
Conversion rate: 1.4%
Avg BSR: #54
Page quality: 0%
Prime: 100%
Sponsored: 87%
Out of stock: 0.4%
Avg brand age: 41 months
Avg seller age: 151 days

Competition & brand share

Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.

Brands

40 falling

Sellers

Top-5 brand share

45%

Top 20: 86%

Top-5 click share

30%

Top 20: 68%

Open market

50%

READY TO LOVE11%
voenxe10%
FINETOO10%
oshkang9%
Sth Big5%
Hellopopgo5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -0.9% search growth over the last 90 days.

Peak months: Jan, Dec · busiest ÷ quietest = 1.9×

Open Trend

Top thongs search terms

cotton thongs for women955K/yr -7.3%1.6% conv.
tangas para mujer232K/yr +50.4%0.3% conv.
cotton thongs447K/yr -4.0%1.4% conv.
seamless thongs for women489K/yr -12.8%1.8% conv.
g string thongs for women448K/yr +5.4%0.7% conv.
g string483K/yr -11.6%0.3% conv.
hilos sexys para mujer hot258K/yr -7.7%0.2% conv.
thongs for women sexy306K/yr -38.8%0.5% conv.
cotton thong182K/yr +4.0%1.2% conv.
seamless thongs179K/yr +6.3%1.5% conv.

All search terms

Top thongs 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.

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

oshkang Cotton G-String Thongs for Women Underwear Breathable Stretch Low Rise Panties T-back Sexy Ladies 8 Pack

oshkang$14.814.3★795 rev

READY TO LOVE Cotton blend Underwear for Women Pack Breathable Thongs for Women Sexy Stretch Soft Womens Panties Thong M

READY TO LOVE$9.344.4★3,909 rev

voenxe Seamless Women Underwear Thongs No Show Ladies Thong Invisible No Line Breathable Comfortable Panties Undies Womens No Seam Soft Wide Gusset Tanga Legging Underpants for Woman 5-Pack

voenxe$13.484.6★72,407 rev

Hellopopgo Seamless Thongs For Women V-waisted No Show Thong Seamless Panties Breathable Comfortable Underwear Womens 6-Pack M

Hellopopgo$9.444.4★5,458 rev

ELACUCOS 6 Pack Womens Thongs Cotton Breathable Panties Bikini Underwear Basics Medium

ELACUCOS$8.494.4★22,745 rev

Newest

by launch date

Sth Big Cotton Underwear for Women Breathable Sexy V-waisted Thongs Soft Stretchy Ladies Panties 9 Pack

Sth Big$11.01111 rev

3mo ago

FINETOO 8 Pack Cotton Thongs for Women Sexy G-string Thong Underwear Seamless Low Rise Panties for Ladies Lingerie XS-XXL

FINETOO$11.4189 rev

4mo ago

Take Talk Womens Underwear Seamless Thongs 9 Pack Sexy Panties No Show V-waisted Invisible Tangas Lingerie for Women

Take Talk$11.21189 rev

5mo ago

READY TO LOVE Cotton Underwear for Women Lace Sexy Soft Thongs Low Rise T-Back Lingerie Stretchy Ladies Panties

READY TO LOVE$11.73385 rev

8mo ago

oshkang Cotton G-String Thongs for Women Underwear Breathable Stretch Low Rise Panties T-back Sexy Ladies 8 Pack

oshkang$14.81795 rev

1y ago

What buyers say about thongs

What buyers praise and complain about, mined from review topics.

What buyers love

Comfort-Overall29%

“Comfortable for any occasion”

Size-Overall15%

“Fit as expected”

Quality-Overall10%

“Amazing quality”

Soft Feel8%

“soft material”

Material Quality5%

“Good cotton material”

Value For Money5%

“Good Deal”

Color4%

“Colors were beautiful”

Breathability3%

“Comfy & breathable”

Stretchability/Expandability/Elasticity2%

“They are stretchable”

Advertised Vs Actual Product2%

“As advertised”

What buyers complain about

Size-Overall24%

“AWKWARD FIT”

Comfort-Overall9%

“Just uncomfortable”

Material Quality7%

“Terrible material”

Quality-Overall5%

“Low quality”

Stretchability/Expandability/Elasticity5%

“Not super stretchy”

Thickness4%

“The band is thick”

Stitch/Finish/Polish3%

“The seams are unraveling”

Advertised Vs Actual Product3%

“Not as described”

Durability2%

“Falling apart”

Shrinkage Resistance1%

“shrunk a lot in the dryer too”

Top return reasons

Size-Overall48%

Waist Fit14%

Material Quality12%

Advertised Vs Actual Product3%

Thin3%

Comfort-Overall2%

Hip Fit2%

Length2%

Quality-Overall2%

Shape/Style2%

Common questions

Is thongs profitable to sell on Amazon United States?: The niche generates $1.2M/yr across 69 tracked products. 6 of 9 products launched in the last 360 days are still selling. 90-day search growth is -0.9%. Flapen's verdict: Worth a look (58/100).
How competitive is the thongs niche?: 40 brands and 47 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 45% of demand.
What do buyers complain about in thongs?: Top complaints mined from reviews: Size-Overall, Comfort-Overall, Material Quality. The return rate is 2.6%.
When does demand for thongs peak?: Demand peaks in Jan–Dec; the busiest month runs 1.9× the quietest.
What does it cost to enter the thongs niche?: Listings span $6.49–$28.75; the average listing price is $12.87 (sweet spot $15–$100). The average incumbent carries 8,827 reviews — the moat a new listing must climb.