23x23 pillow insert
Skip itA deep review moat (45,523 avg reviews) — this niche doesn't clear our bar today.
Avg price
Incredible$25.89avg listing price — sweet spot $15–$100
Price range
Incredible$16.07–$47.49cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Great11.7%search→purchase rate — share of searches ending in a sale
Returns
Great2.0%return rate — above 5% kills the launch gate
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+3.7%90-day search growth — must beat 0% to launch
Competition
Bad75%top-5 click share — a locked-up shelf
Brand share
Bad94%top-5 brand share — brand-locked demand
Market size
Bad$58K$58K/yr · 19K searches
Review moat
Bad45,523.2avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, 23x23 pillow insert is a $58K/yr Amazon United States market (19K searches/yr). The top 5 brands hold 94% of demand. Demand peaks in Nov. Verdict: Skip it — 43/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
23x23 pillow insert market data
- Units sold / yr
- 2K–3K
- avg 100–250/product
- Revenue / yr
- $52K–$65K
- units × avg price
- Conversion rate
- 11.7%
- Avg BSR
- #35
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 4.6%
- Avg brand age
- 53 months
- Avg seller age
- 202 days
Competition & brand share
The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.Brands
7 falling
Sellers
13
Top-5 brand share
94%
Top 20: 100%
Top-5 click share
75%
Top 20: 100%
Open market
2%
- MoonRest47%
- Utopia Bedding24%
- OKBA12%
- ComfyDown6%
- Pillowflex5%
- MIULEE4%
- Open — no brand owns it (1 brand, 2%)
Demand & seasonality
Weekly Amazon search volume, last 98 weeks — +3.7% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.6×
Top 23x23 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
MoonRest 23x23 Inch Synthetic Down Alternative Square Pillow Insert Form Stuffer for Sofa Shams Decorative Throw Pillow Cushion and Bed Pillow Stuffing - Hypoallergenic 23X 23
MoonRest$25.074.5★109 rev
Utopia Bedding 24x24 Pillow Inserts White Throw Pillows for Couch 2 Pack
Utopia Bedding$23.754.6★217,964 rev
MoonRest Synthetic Down Alternative 23x23 Square Pillow Insert Form for Decorative Throw Pillow Sofa Cushions Body and Bed - Pack of 2- Size 23 X 23
MoonRest$47.494.5★1,630 rev
ComfyDown 23x23 Throw Pillow Insert Down & Feather Fill 100% Cotton Cover Made in USA Premium Soft Decorative Pillow Form Sham Stuffer for Bed Sofa & Couch
ComfyDown$36.244.6★8,180 rev
Pillowflex Synthetic Down Pillow Insert 24x24 in - Karate Chop Pillow
Pillowflex$35.114.7★11,608 rev
Newest
by launch date
OKBA Set of 2 Throw Pillow Inserts Hypoallergenic Soft & Firm Cushions with 100% Cotton Cover 24x24 Pillows Filler for Side Sleepers Sofa Bed and Home Decor Indoor Quality Hotel Pillows
OKBA$21.72356 rev
OKBA Set of 2 Throw Pillow Inserts Hypoallergenic Soft & Firm Cushions with 100% Cotton Cover 18x18 Pillows Filler for Side Sleepers Sofa Bed and Home Decor Indoor Quality Hotel Pillows
OKBA$16.16356 rev
Throw Pillows Insert Set of 2 White 24x24 in Pillow Inserts with 100% Cotton Cover Bed and Couch Decorative Stuffer Pillows Indoor Pillows for Sofa
ORJ$22.56895 rev
Throw Pillow Inserts Set of 2-Fluffy Square Cushions with 100% Cotton Covers-Decorative White Pillow Fillers for Sofa Bed Couch Living Room Indoor Hotel Pillows (22x22 Inch (Pack of 2)-Blue Edge)
OKBA$20.01300 rev
OKBA Throw Pillows Insert Set of 2 with 100% Cotton Cover Bed and Couch - Indoor Hotel Decorative Pillows 22x22 in White Pillows Inserts
OKBA$20.641,235 rev
Trending
90-day click momentumOKBA Set of 2 Throw Pillow Inserts Hypoallergenic Soft & Firm Cushions with 100% Cotton Cover 18x18 Pillows Filler for Side Sleepers Sofa Bed and Home Decor Indoor Quality Hotel Pillows
OKBA$16.164.3★
ComfyDown 23x23 Throw Pillow Insert Down & Feather Fill 100% Cotton Cover Made in USA Premium Soft Decorative Pillow Form Sham Stuffer for Bed Sofa & Couch
ComfyDown$36.244.6★
Utopia Bedding 18x18 Pillow Inserts White Throw Pillows for Couch 2 Pack
Utopia Bedding$16.074.6★
OKBA Set of 2 Throw Pillow Inserts Hypoallergenic Soft & Firm Cushions with 100% Cotton Cover 24x24 Pillows Filler for Side Sleepers Sofa Bed and Home Decor Indoor Quality Hotel Pillows
OKBA$21.724.3★
Throw Pillow Inserts Set of 2-Fluffy Square Cushions with 100% Cotton Covers-Decorative White Pillow Fillers for Sofa Bed Couch Living Room Indoor Hotel Pillows (22x22 Inch (Pack of 2)-Blue Edge)
OKBA$20.014.3★
What buyers say about 23x23 pillow insert
What buyers praise and complain about, mined from review topics.What buyers love
“The quality is solid”
“Extremely soft”
“Nice and fluffy”
“These pillows have a nice amount of bolster and loft,”
“Very Comfortable”
“Fit perfectly in my pillow covers and super comfortable”
“Good value for the money”
“Great pillow”
“As advertised”
“Look nice on furniture”
What buyers complain about
“Flat not fluffy”
“to small”
“Crappy quality”
“its not very padded”
“It almost looks like an extra thin small child sitting in a large coat lol I dont know how else to describe them except that they are half the full fullness you think that you would need to fill the pillowcase”
“So tired of Amazon allowing misrepresentation”
“beware that the quality of these feathers is poor to create such an awful smell”
“do NOT maintain their shape at all”
“Not enough stuffing or support”
“inserts as I have down allergies”
Top return reasons
Common questions
- Is 23x23 pillow insert profitable to sell on Amazon United States?
- The niche generates $58K/yr across 15 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +3.7%. Flapen's verdict: Skip it (43/100).
- How competitive is the 23x23 pillow insert niche?
- 7 brands and 13 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 94% of demand.
- What do buyers complain about in 23x23 pillow insert?
- Top complaints mined from reviews: Fluffiness, Size-Overall, Quality-Overall. The return rate is 2.0%.
- When does demand for 23x23 pillow insert peak?
- Demand peaks in Nov; the busiest month runs 1.6× the quietest.
- What does it cost to enter the 23x23 pillow insert niche?
- Listings span $16.07–$47.49; the average listing price is $25.89 (sweet spot $15–$100). The average incumbent carries 45,523 reviews — the moat a new listing must climb.