Is underwear women profitable to sell on Amazon United States?

The niche generates $8.9M/yr across 70 tracked products. 16 of 16 products launched in the last 360 days are still selling. 90-day search growth is -2.9%. Flapen's verdict: Worth a look (62/100).

How competitive is the underwear women niche?

34 brands and 50 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 43% of demand.

What do buyers complain about in underwear women?

Top complaints mined from reviews: Size-Overall, Comfort-Overall, Quality-Overall. The return rate is 2.4%.

When does demand for underwear women peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the underwear women niche?

Listings span $8.40–$23.84; the average listing price is $12.94 (sweet spot $15–$100). The average incumbent carries 12,367 reviews — the moat a new listing must climb.

underwear women

Worth a look

Shows a $8.9M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible$8.9M

$8.9M/yr · 44.4M searches

Brand share

Great43%

top-5 brand share — no brand owns this niche

Competition

Great29%

top-5 click share — an open shelf

Returns

Good2.4%

return rate — above 5% kills the launch gate

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Avg price

Good$12.94

avg listing price — sweet spot $15–$100

Price range

Good$8.40–$23.84

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

Growth

Bad-2.9%

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

Review moat

Bad12,366.61

avg incumbent reviews — the moat a new listing must climb

Conversion

Bad1.6%

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

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, underwear women is a $8.9M/yr Amazon United States market (44.4M searches/yr). The top 5 brands hold 43% of demand. Verdict: Worth a look — 62/100.

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

underwear women market data

Units sold / yr: 600K–800K; avg 8,000–10,000/product
Revenue / yr: $7.8M–$10.4M; units × avg price
Conversion rate: 1.6%
Avg BSR: #22
Page quality: 0%
Prime: 100%
Sponsored: 87%
Out of stock: 0.8%
Avg brand age: 47 months
Avg seller age: 131 days

Competition & brand share

Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.

Brands

34 falling

Sellers

Top-5 brand share

43%

Top 20: 89%

Top-5 click share

29%

Top 20: 60%

Open market

51%

INNERSY12%
FINETOO10%
SHARICCA9%
READY TO LOVE7%
voenxe6%
UNDER THE SEA6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -2.9% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top underwear women search terms

womens underwear7.5M/yr -15.2%0.9% conv.
cotton underwear for women4.7M/yr -5.3%0.9% conv.
underwear3.5M/yr +0.8%0.5% conv.
underwear women pack4.0M/yr -30.9%1.1% conv.
womens panties2.2M/yr +3.6%0.5% conv.
underwear women1.2M/yr +176.5%0.9% conv.
seamless underwear for women2.3M/yr -3.5%1.1% conv.
panties for women2.2M/yr -1.6%0.8% conv.
panties2.1M/yr +0.8%0.5% conv.
100% cotton underwear women1.6M/yr +3.5%0.5% conv.

All search terms

Top underwear women 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

INNERSY Womens Underwear Cotton Hipster Panties Regular & Plus Size 6-Pack(Medium Dark Vintage)

INNERSY$17.814.6★48,600 rev

SHARICCA Womens Seamless Underwear No Show Hipster Panties Invisible Lightweight Nuage Bikinis Briefs Microfiber Pack5P01 M

SHARICCA$14.844.1★1,069 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

UNDER THE SEA Cotton Underwear for Women 6 Pack Sexy Bikini High Cut Breathable Cheeky Panties Underwear Womens Lingerie Outfits Clothes

UNDER THE SEA$9.174.4★1,535 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

Newest

by launch date

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

FINETOO Cotton Underwear for Women High Waisted Ribbed Full Coverage Briefs Soft Breathable Moisture Wicking Panties 6 Pack

FINETOO$9.04603 rev

7mo 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

SHARICCA Womens Seamless Underwear No Show Hipster Panties Invisible Lightweight Nuage Bikinis Briefs Microfiber Pack5P01 M

SHARICCA$14.841,069 rev

11mo ago

Vevmon Cotton Underwear for Women High Waisted Full Coverage Briefs Soft Ladies Panties 5 Pack (US Alpha Medium Regular Regular A-5 Pack 5 Colors)

Vevmon$14.764,297 rev

1y ago

What buyers say about underwear women

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

What buyers love

Comfort-Overall29%

“Very comfortable to use”

Size-Overall19%

“Amazing fit”

Quality-Overall8%

“Amazing quality”

Soft Feel8%

“Super smooth”

Material Quality4%

“Comfortable and good material”

Value For Money4%

“Great deal”

Color3%

“Colors are pretty”

Breathability2%

“Comfortable and breathable”

Stretchability/Expandability/Elasticity2%

“Stretchy and soft”

Advertised Vs Actual Product1%

“As described”

What buyers complain about

Size-Overall24%

“Order larger size”

Comfort-Overall7%

“Definitely not comfortable”

Quality-Overall6%

“Quality pretty low”

Stretchability/Expandability/Elasticity6%

“Not stretchable,”

Material Quality5%

“Cheap Material”

Durability3%

“Fell apart”

Thickness3%

“The material itself is relatively thick”

Stitch/Finish/Polish2%

“Poor stitching”

Shrinkage Resistance2%

“Shrinks after washing”

Advertised Vs Actual Product2%

“False Advertising”

Top return reasons

Size-Overall51%

Waist Fit10%

Material Quality10%

Advertised Vs Actual Product4%

Thigh Fit4%

Thin2%

Length2%

Comfort-Overall2%

Shape/Style2%

Quality-Overall1%

Common questions

Is underwear women profitable to sell on Amazon United States?: The niche generates $8.9M/yr across 70 tracked products. 16 of 16 products launched in the last 360 days are still selling. 90-day search growth is -2.9%. Flapen's verdict: Worth a look (62/100).
How competitive is the underwear women niche?: 34 brands and 50 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 43% of demand.
What do buyers complain about in underwear women?: Top complaints mined from reviews: Size-Overall, Comfort-Overall, Quality-Overall. The return rate is 2.4%.
When does demand for underwear women peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the underwear women niche?: Listings span $8.40–$23.84; the average listing price is $12.94 (sweet spot $15–$100). The average incumbent carries 12,367 reviews — the moat a new listing must climb.