---
title: "Underwear Women — $8.9M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/clothing-shoes-jewelry/underwear-women"
last_updated: "2026-08-09T13:38:17.745Z"
locale: en
meta:
description: "Niche score 62/100 · $8.9M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 62/100 · $8.9M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Underwear Women — $8.9M/yr Amazon US Niche (2026) - Flapen"
---
# **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 100Growth 24Conversion 19Competition 86Returns 64Price range 57Avg price 58Brand share 92Review moat 20Quality gap 60
**Market size**
**Incredible****$8.9M**
$8.9M/yr · 44.4M searches
**Brand share**
**Great****43%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****29%**
top-5 click share — an open shelf
**Returns**
**Good****2.4%**
return rate — above 5% kills the launch gate
**Quality gap**
**Good****4.4★**
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**
**Bad****12,366.61**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Bad****1.6%**
search→purchase rate — share of searches ending in a sale
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=us&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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**
**50**
**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.
1.3M750KPrime Day '24Spike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/clothing-shoes-jewelry/underwear-women/trend)
## **Top underwear women search terms**
- **womens underwear**7.5M/yr-15.2%0.9% conv. - **cotton underwear for women**4.7M/yr-5.3%0.9% conv. - **underwear**3.5M/yr+0.8%0.5% conv. - **underwear women pack**4.0M/yr-30.9%1.1% conv. - **womens panties**2.2M/yr+3.6%0.5% conv. - **underwear women**1.2M/yr+176.5%0.9% conv. - **seamless underwear for women**2.3M/yr-3.5%1.1% conv. - **panties for women**2.2M/yr-1.6%0.8% conv. - **panties**2.1M/yr+0.8%0.5% conv. - **100% cotton underwear women**1.6M/yr+3.5%0.5% conv. [**All search terms **](https://flapen.com/research/us/clothing-shoes-jewelry/underwear-women/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.
0%3%$267K6%$534K9%$801K12%$1.1M1001K10K100K 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**INNERSY Womens Underwear Cotton Hipster Panties Regular & Plus Size 6-Pack(Medium Dark Vintage)**INNERSY**$17.81**4.6★48,600 rev](https://www.amazon.com/dp/B07RGCSNWN) [2**SHARICCA Womens Seamless Underwear No Show Hipster Panties Invisible Lightweight Nuage Bikinis Briefs Microfiber Pack5P01 M**SHARICCA**$14.84**4.1★1,069 rev](https://www.amazon.com/dp/B0FF4P83DB) [3**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**$13.48**4.6★72,407 rev](https://www.amazon.com/dp/B081VSYKL5) [4**UNDER THE SEA Cotton Underwear for Women 6 Pack Sexy Bikini High Cut Breathable Cheeky Panties Underwear Womens Lingerie Outfits Clothes**UNDER THE SEA**$9.17**4.4★1,535 rev](https://www.amazon.com/dp/B0DHDB8DS8) [5**READY TO LOVE Cotton blend Underwear for Women Pack Breathable Thongs for Women Sexy Stretch Soft Womens Panties Thong M**READY TO LOVE**$9.34**4.4★3,909 rev](https://www.amazon.com/dp/B0D3GLLBWF)
**~~View all top sellers →~~**
### **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**$11.21**189 rev5mo ago](https://www.amazon.com/dp/B0GHRW5MR8) [**FINETOO Cotton Underwear for Women High Waisted Ribbed Full Coverage Briefs Soft Breathable Moisture Wicking Panties 6 Pack**FINETOO**$9.04**603 rev7mo ago](https://www.amazon.com/dp/B0G2LT3Q2N) [**READY TO LOVE Cotton Underwear for Women Lace Sexy Soft Thongs Low Rise T-Back Lingerie Stretchy Ladies Panties**READY TO LOVE**$11.73**385 rev8mo ago](https://www.amazon.com/dp/B0FX7JRH4N) [**SHARICCA Womens Seamless Underwear No Show Hipster Panties Invisible Lightweight Nuage Bikinis Briefs Microfiber Pack5P01 M**SHARICCA**$14.84**1,069 rev11mo ago](https://www.amazon.com/dp/B0FF4P83DB) [**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**$14.76**4,297 rev1y ago](https://www.amazon.com/dp/B0FD771S38)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Take Talk Womens Underwear Seamless Thongs 9 Pack Sexy Panties No Show V-waisted Invisible Tangas Lingerie for Women**Take Talk**$11.21**4.6★**▲ 56%**](https://www.amazon.com/dp/B0GHRW5MR8) [**READY TO LOVE Cotton Underwear for Women Lace Sexy Soft Thongs Low Rise T-Back Lingerie Stretchy Ladies Panties**READY TO LOVE**$11.73**4.5★**▲ 38%**](https://www.amazon.com/dp/B0FX7JRH4N) [**UNDER THE SEA Cotton Underwear for Women 6 Pack Sexy Bikini High Cut Breathable Cheeky Panties Underwear Womens Lingerie Outfits Clothes**UNDER THE SEA**$9.17**4.4★**▲ 33%**](https://www.amazon.com/dp/B0DHDB8DS8) [**Vevmon Cotton Underwear for Women High Waisted Full Coverage Briefs Soft Ladies Panties 5 Pack (US Alpha Large Regular Regular A-5 Pack 5 Colors)**Vevmon**$14.74**4.3★**▲ 32%**](https://www.amazon.com/dp/B0FD725Z7Z) [**SHARICCA Womens Seamless Underwear No Show Hipster Panties Invisible Lightweight Nuage Bikinis Briefs Microfiber Pack5P01 M**SHARICCA**$14.84**4.1★**▲ 30%**](https://www.amazon.com/dp/B0FF4P83DB)
**~~View all trending →~~**
## **What buyers say about underwear women**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Comfort-Overall**29%
*“Very comfortable to use”*
**Size-Overall**19%
*“Amazing fit”*
**Quality-Overall**8%
*“Amazing quality”*
**Soft Feel**8%
*“Super smooth”*
**Material Quality**4%
*“Comfortable and good material”*
**Value For Money**4%
*“Great deal”*
**Color**3%
*“Colors are pretty”*
**Breathability**2%
*“Comfortable and breathable”*
**Stretchability/Expandability/Elasticity**2%
*“Stretchy and soft”*
**Advertised Vs Actual Product**1%
*“As described”*
### **What buyers complain about **
**Size-Overall**24%
*“Order larger size”*
**Comfort-Overall**7%
*“Definitely not comfortable”*
**Quality-Overall**6%
*“Quality pretty low”*
**Stretchability/Expandability/Elasticity**6%
*“Not stretchable,”*
**Material Quality**5%
*“Cheap Material”*
**Durability**3%
*“Fell apart”*
**Thickness**3%
*“The material itself is relatively thick”*
**Stitch/Finish/Polish**2%
*“Poor stitching”*
**Shrinkage Resistance**2%
*“Shrinks after washing”*
**Advertised Vs Actual Product**2%
*“False Advertising”*
### **Top return reasons **
**Size-Overall**51%
**Waist Fit**10%
**Material Quality**10%
**Advertised Vs Actual Product**4%
**Thigh Fit**4%
**Thin**2%
**Length**2%
**Comfort-Overall**2%
**Shape/Style**2%
**Quality-Overall**1%
## **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.
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