12x24 pillow insert
Skip itBrand-locked demand (top 5 brands take 95% of clicks) — this niche doesn't clear our bar today.
Conversion
Great9.8%search→purchase rate — share of searches ending in a sale
Avg price
Great$18.09avg listing price — sweet spot $15–$100
Price range
Good$8.22–$29.80cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Good+33.2%90-day search growth — must beat 0% to launch
Competition
Good52%top-5 click share — leaders hold, buyers still browse
Returns
Good3.0%return rate — above 5% kills the launch gate
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay$142K$142K/yr · 80K searches
Review moat
Bad8,664.32avg incumbent reviews — the moat a new listing must climb
Brand share
Bad95%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, 12x24 pillow insert is a $142K/yr Amazon United States market (80K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Jul–Nov–Dec. Verdict: Skip it — 49/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
12x24 pillow insert market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- $145K–$181K
- units × avg price
- Conversion rate
- 9.8%
- Avg BSR
- #55
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 56%
- Out of stock
- 11.1%
- Avg brand age
- 45 months
- Avg seller age
- 180 days
Competition & brand share
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
13
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
52%
Top 20: 95%
Open market
3%
- MIULEE40%
- Swandream17%
- ROYALE LINENS16%
- Utopia Bedding12%
- Pillowflex11%
- Acanva2%
- Open — no brand owns it (3 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 101 weeks — +33.2% search growth over the last 90 days.Peak months: Jul, Nov, Dec · busiest ÷ quietest = 2.0×
Top 12x24 pillow insert search terms
- 12x24 pillow insert44K/yr
- 12 x 24 pillow inserts9K/yr
- 24x12 pillow insert8K/yr
- 12x24 pillow8K/yr
- 12 x 24 pillow insert4K/yr
- 24 x 12 pillow insert3K/yr
- 12 x 24 pillow3K/yr
Top 12x24 pillow insert 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Swandream 12x24 Feather Lumbar Pillow Insert Decorative Throw Pillow Insert for Covers Fuller Fit with Soft Support for Bed and Couch
Swandream$23.874.5★246 rev
Utopia Bedding Throw Pillows Decorative 12x24 Pillow Inserts Set of 4
Utopia Bedding$22.364.7★126,455 rev
ROYALE LINENS 12 X 24 Pillow Insert - Down Alternative Throw Pillows Insert - Rectangle Pillow Pack of 1 White - Bed & Couch Pillows - Inner Cushion for Bed Cushion for Living Room - Shams Stuffer
ROYALE LINENS$11.464.4★1,310 rev
Pillowflex Synthetic Down Pillow Insert 12x24 in - Karate Chop Pillow
Pillowflex$25.524.7★11,608 rev
MIULEE 12x24 Throw Pillows Inserts 2 Pack Decorative Pillows for Couch Bed
MIULEE$23.414.6★4,072 rev
Newest
by launch date
Ashler 12x20 Throw Pillow Inserts Lumbar Pillows Decorative Pillows for Couch & Sofa Soft & Supportive Sham Stuffer Hypoallergenic Bed Pillow Set of 1
Ashler Home Deco$9.26924 rev
MIULEE 12x24 Inch Down Feather Pillow Insert with Cotton Fabric
MIULEE$18.63366 rev
Swandream 12x24 Feather Lumbar Pillow Insert Set of 2 Decorative Throw Pillow Insert for Covers Fuller Fit with Soft Support for Bed and Couch
Swandream$29.80659 rev
MIULEE 12x24 Throw Pillows Inserts 2 Pack Decorative Pillows for Couch Bed
MIULEE$23.414,072 rev
ROYALE LINENS 12 X 24 Pillow Insert - Down Alternative Throw Pillows Insert - Rectangle Pillow Pack of 1 White - Bed & Couch Pillows - Inner Cushion for Bed Cushion for Living Room - Shams Stuffer
ROYALE LINENS$11.461,310 rev
Trending
90-day click momentumAshler 12x20 Throw Pillow Inserts Lumbar Pillows Decorative Pillows for Couch & Sofa Soft & Supportive Sham Stuffer Hypoallergenic Bed Pillow Set of 1
Ashler Home Deco$9.264.5★
MIULEE Pillow Insert 12x24 Inch Decorative Rectangle Throw Pillow Inserts Premium Fluffy Pillow Forms Sham Stuffer for Sofa Couch Living Room
MIULEE$20.724.5★
MIULEE 12x24 Inch Outdoor Pillow Insert Waterproof Decorative Throw Pillow
MIULEE$15.854.6★
ROYALE LINENS 12 X 24 Pillow Insert - Down Alternative Throw Pillows Insert - Rectangle Pillow Pack of 1 White - Bed & Couch Pillows - Inner Cushion for Bed Cushion for Living Room - Shams Stuffer
ROYALE LINENS$11.464.4★
Swandream 12x24 Feather Lumbar Pillow Insert Set of 2 Decorative Throw Pillow Insert for Covers Fuller Fit with Soft Support for Bed and Couch
Swandream$29.804.1★
What buyers say about 12x24 pillow insert
What buyers praise and complain about, mined from review topics.What buyers love
“It fits”
“Very well made”
“Nice and fluffy with great cushioning support”
“It is fluffy and comfortable”
“Definitely worth the money”
“Extremely comfortable”
“Very soft”
“as listed”
“This pillow insert met my expectations and requirements well”
“Very durable”
What buyers complain about
“So small”
“thicker than this pillow”
“its just low quality and flat”
“not fluffy”
“$10 for a small pillow of this size is expensive”
“VERY FLIMSY”
“Not a good decorative pillow”
“A little too soft”
“Not comfortable at all”
“Cheap feeling material too”
Top return reasons
Common questions
- Is 12x24 pillow insert profitable to sell on Amazon United States?
- The niche generates $142K/yr across 25 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +33.2%. Flapen's verdict: Skip it (49/100).
- How competitive is the 12x24 pillow insert niche?
- 9 brands and 13 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in 12x24 pillow insert?
- Top complaints mined from reviews: Size-Overall, Thickness, Quality-Overall. The return rate is 3.0%.
- When does demand for 12x24 pillow insert peak?
- Demand peaks in Jul–Nov–Dec; the busiest month runs 2.0× the quietest.
- What does it cost to enter the 12x24 pillow insert niche?
- Listings span $8.22–$29.80; the average listing price is $18.09 (sweet spot $15–$100). The average incumbent carries 8,664 reviews — the moat a new listing must climb.