12x12 Pillow Insert
FailThe top 5 brands take 97% of clicks, so 12x12 Pillow Insert is a Fail.
- Flapen Score
- 42 / 100Ranks 8,433 of 11,240 Home & Kitchen niches · −7 vs the category median of 4942
- Market size
- $280K/yr167K searches / yr
- 90-day growth
- +9.6%search demand this quarter
- Competition
- 81%top-5 click share · 7 brands · 10 sellers
Flapen Score
12x12 Pillow Insert against its category
The dotted line is the Home & Kitchen average. Past it, 12x12 Pillow Insert is stronger. Inside it, weaker.
Market
The 12x12 Pillow Insert market on Amazon at a glance
Shoppers on Amazon United States searched for 12x12 Pillow Insert 167K times last year and spent an estimated $280K. The top 5 brands take 97% of clicks. Demand peaks in Nov–Dec. Flapen scores it 42 out of 100, a Fail.
01 · Demand
An estimated 13.4% of those searches ended in a purchase.
Shoppers searched for this 167K times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 13.4% of those searches ended in a purchase. Searches in the last 90 days moved +9.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated $280K a year.
- Searches, last 12 months
- 167K
- Growth, 90 days vs prior 90
- +9.6%
- Conversion, latest week
- 13.4%
- Market size, estimated
- $280Ka year
- Peak month
- December2.0× the quietest month
- Top search term
- 12x12 pillow insert53K searches a year
02 · Price
A sale here is worth $12.46.
Listings sell for $12.46 on average, from $7.90 to $17.98. Amazon reports units sold in ranges. This niche sold 20K to 25K a year. The average listing sells 1,500 to 2,000 of them. At $12.46 that is $19K to $25K a year per listing.
- Average price
- $12.46under the $15 to $100 sweet spot
- Price range
- $7.90–$17.98
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 20K–25K
- Units per listing a year
- 1,500–2,000
- Revenue per listing a year
- $19K–$25K
- Returns
- 2.6%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
69% of listings pay for placement with sponsored ads. 92% ship with Prime. On an average day, 18.1% of listings are out of stock. The average listing ranks #69 within Decorative Pillows, Inserts & Covers. It carries 33,894 reviews at 4.45 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 69%
- Prime listings
- 92%
- Out of stock, average day
- 18.1%
- Average rank
- #69in Decorative Pillows, Inserts & Covers
- Average rating
- 4.45 starsAmazon United States average 4.42 stars
- Average reviews
- 33,894per listing
- Listings tracked
- 13
04 · Newcomers
0 of last year's 1 launches cleared the first-year sales bar.
1 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 45 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 45 months
Products
Top 12x12 Pillow Insert products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 29, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Utopia Bedding 12x12 Pillow Inserts White Throw Pillows for Couch 2 Pack
- Price
- $12.72
- Rating
- 4.6/5
- Reviews
- 217,964
- Age
- 6y ago
JIEITIVE Throw Pillow Inserts Hypoallergenic Premium Pillow Stuffer Square Form for Decorative Pillow Covers Cushion Set of 1-12 x 12 Inches
- Price
- $8.77
- Rating
- 4.3/5
- Reviews
- 2,859
- Age
- 2y ago
Utopia Bedding Throw Pillows Decorative 12x12 Pillow Inserts Set of 4
- Price
- $15.89
- Rating
- 4.7/5
- Reviews
- 126,455
- Age
- 6y ago
EDOW Throw Pillow Inserts Set of 2 Lightweight Down Alternative Polyester Pillow Couch Cushion Sham Stuffer Machine Washable. (White 12x12)
- Price
- $9.61
- Rating
- 4.4/5
- Reviews
- 12,194
- Age
- 7y ago
Martex Decorative Throw Pillow Inserts White 12 x 12 Pack of 2
- Price
- $8.77
- Rating
- 4.1/5
- Reviews
- 147
- Age
- 9mo ago
Trending
estimated 90-day click momentumMartex Decorative Throw Pillow Inserts White 12 x 12 Pack of 2
- Price
- $8.77
- Rating
- 4.1/5
- Reviews
- 147
- Age
- 9mo ago
ROYALE LINENS 12 x 12 Pillow Insert - Down Alternative Throw Pillows Insert - Square Pillow Pack of 2 White - Bed & Couch Pillows - Inner Cushion for Bed Cushion for Living Room - Shams Stuffer
- Price
- $12.89
- Rating
- 4.4/5
- Reviews
- 1,310
- Age
- 4y ago
JIEITIVE Throw Pillow Inserts Hypoallergenic Premium Pillow Stuffer Square Form for Decorative Pillow Covers Cushion Set of 1-12 x 12 Inches
- Price
- $8.77
- Rating
- 4.3/5
- Reviews
- 2,859
- Age
- 2y ago
HEIRLOOM COMFORT Square Throw Pillow Inserts (Pack of 4 12x12 White Polyester) - Fluffy Decorative Cushion Fillers for Couch Bed & Chair - Perfect for Styling Back Support & Everyday Comfort
- Price
- $17.98
- Rating
- 4.5/5
- Reviews
- 140
- Age
- 1y ago
Digital Decor Decorative Throw Pillow Insert 12x12 Premium Hypoallergenic Down Alternative Pillow Form for Couch Sofa & Bed Made in USA Square Cushion Insert White 1 Pack
- Price
- $15.09
- Rating
- 4.5/5
- Reviews
- 1,142
- Age
- 7y ago
Newest
by launch dateMartex Decorative Throw Pillow Inserts White 12 x 12 Pack of 2
- Price
- $8.77
- Rating
- 4.1/5
- Reviews
- 147
- Age
- 9mo ago
HEIRLOOM COMFORT Square Throw Pillow Inserts (Pack of 4 12x12 White Polyester) - Fluffy Decorative Cushion Fillers for Couch Bed & Chair - Perfect for Styling Back Support & Everyday Comfort
- Price
- $17.98
- Rating
- 4.5/5
- Reviews
- 140
- Age
- 1y ago
JIEITIVE Throw Pillow Inserts Hypoallergenic Premium Pillow Stuffer Square Form for Decorative Pillow Covers Cushion Set of 1-12 x 12 Inches
- Price
- $8.77
- Rating
- 4.3/5
- Reviews
- 2,859
- Age
- 2y ago
Utopia Bedding 12x12 Throw Pillow Inserts Decorative Pillows Pack of 2
- Price
- $11.02
- Rating
- 4.7/5
- Reviews
- 12,576
- Age
- 2y ago
Utopia Bedding 12x12 Throw Pillow Inserts Decorative Pillows Pack of 4
- Price
- $15.41
- Rating
- 4.7/5
- Reviews
- 12,576
- Age
- 3y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 81% of clicks. A locked shelf that new listings rarely crack.
Brands
7 falling
Sellers
10
Est. top-5 brand share
97%
Top 20: 100%
Est. top-5 click share
81%
Top 20: 100%
Open market
1%
- Utopia Bedding46%
- EDOW20%
- JIEITIVE17%
- Martex9%
- ROYALE LINENS5%
- Digital Decor2%
- Open — no brand owns it (1 brand, 1%)
Demand
12x12 Pillow Insert search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 2.0×
Search terms
Top 12x12 Pillow Insert search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- 12x12 pillow insert53K/yr
- 12x12 pillow30K/yr
- 12 x 12 pillow insert24K/yr
- pillow forms 12 x 1211K/yr
- 12 x 12 pillow8K/yr
- 12x12 pillows6K/yr
- pillow inserts 12x128K/yr
- 12x12 pillow inserts5K/yr
- pillow 12x124K/yr
- 12 inch pillow inserts4K/yr
Reviews and returns
What reviews say buyers love and hate about 12x12 Pillow Insert
We read the reviews and the return reasons for every product selling here.
“Definitely not the size they are supposed to be”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
17 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Canning Lids
$1.5M/yr+93.0%
10000 Btu Window Air Conditioner
$2.2M/yr+199.1%
Green Graduation Decorations Class of 2023
$190K/yr+184.6%
4th of July Float Decorations
$77K/yr>1,000%
Fall Candles
$620K/yr+155.9%
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common 12x12 Pillow Insert questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data