---
title: "23x23 Pillow Insert — $58K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/home-kitchen/23x23-pillow-insert"
last_updated: "2026-08-09T07:36:21.187Z"
locale: en
meta:
description: "Niche score 43/100 · $58K/yr market · 19K searches/yr · $25.89 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · $58K/yr market · 19K searches/yr · $25.89 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "23x23 Pillow Insert — $58K/yr Amazon US Niche (2026) - Flapen"
---
# **23x23 pillow insert**
**Skip it**
A deep review moat (45,523 avg reviews) — this niche doesn't clear our bar today.
Market size 15Growth 30Conversion 94Competition 21Returns 75Price range 95Avg price 95Brand share 16Review moat 2Quality gap 47
**Avg price**
**Incredible****$25.89**
avg listing price — sweet spot $15–$100
**Price range**
**Incredible****$16.07–$47.49**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Great****11.7%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Great****2.0%**
return rate — above 5% kills the launch gate
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+3.7%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****75%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****94%**
top-5 brand share — brand-locked demand
**Market size**
**Bad****$58K**
$58K/yr · 19K searches
**Review moat**
**Bad****45,523.2**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
600400Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Nov · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/home-kitchen/23x23-pillow-insert/trend)
## **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.
0%10%$6K20%$12K30%$17K40%$23K1001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 15 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$25.07**4.5★109 rev](https://www.amazon.com/dp/B07T8KBWRF) [2**Utopia Bedding 24x24 Pillow Inserts White Throw Pillows for Couch 2 Pack**Utopia Bedding**$23.75**4.6★217,964 rev](https://www.amazon.com/dp/B07XXT6LK2) [3**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**$47.49**4.5★1,630 rev](https://www.amazon.com/dp/B0CFBJMG83) [4**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**$36.24**4.6★8,180 rev](https://www.amazon.com/dp/B0196ZGL34) [5**Pillowflex Synthetic Down Pillow Insert 24x24 in - Karate Chop Pillow**Pillowflex**$35.11**4.7★11,608 rev](https://www.amazon.com/dp/B00GDJLLUA)
**~~View all top sellers →~~**
### **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**$21.72**356 rev11mo ago](https://www.amazon.com/dp/B0FLVSD27F) [**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**$16.16**356 rev11mo ago](https://www.amazon.com/dp/B0FLVX593M) [**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**$22.56**895 rev1y ago](https://www.amazon.com/dp/B0F37ZHGBT) [**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**$20.01**300 rev2y ago](https://www.amazon.com/dp/B0FLVMD9PN) [**OKBA Throw Pillows Insert Set of 2 with 100% Cotton Cover Bed and Couch - Indoor Hotel Decorative Pillows 22x22 in White Pillows Inserts**OKBA**$20.64**1,235 rev2y ago](https://www.amazon.com/dp/B0DR5SJ7FR)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$16.16**4.3★**▲ 300%**](https://www.amazon.com/dp/B0FLVX593M) [**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**$36.24**4.6★**▲ 258%**](https://www.amazon.com/dp/B0196ZGL34) [**Utopia Bedding 18x18 Pillow Inserts White Throw Pillows for Couch 2 Pack**Utopia Bedding**$16.07**4.6★**▲ 193%**](https://www.amazon.com/dp/B01NBNDC1T) [**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**$21.72**4.3★**▲ 78%**](https://www.amazon.com/dp/B0FLVSD27F) [**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**$20.01**4.3★**▲ 47%**](https://www.amazon.com/dp/B0FLVMD9PN)
**~~View all trending →~~**
## **What buyers say about 23x23 pillow insert**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**14%
*“The quality is solid”*
**Soft Feel**13%
*“Extremely soft”*
**Fluffiness**13%
*“Nice and fluffy”*
**Cushion**11%
*“These pillows have a nice amount of bolster and loft,”*
**Comfort-Overall**8%
*“Very Comfortable”*
**Size-Overall**7%
*“Fit perfectly in my pillow covers and super comfortable”*
**Value For Money**7%
*“Good value for the money”*
**Foam**5%
*“Great pillow”*
**Advertised Vs Actual Product**5%
*“As advertised”*
**Design-Overall**2%
*“Look nice on furniture”*
### **What buyers complain about **
**Fluffiness**15%
*“Flat not fluffy”*
**Size-Overall**12%
*“to small”*
**Quality-Overall**12%
*“Crappy quality”*
**Cushion**9%
*“its not very padded”*
**Thickness**8%
*“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”*
**Advertised Vs Actual Product**4%
*“So tired of Amazon allowing misrepresentation”*
**Smell**4%
*“beware that the quality of these feathers is poor to create such an awful smell”*
**Shape/Style**2%
*“do NOT maintain their shape at all”*
**Body Support**2%
*“Not enough stuffing or support”*
**Allergies**2%
*“inserts as I have down allergies”*
### **Top return reasons **
**Size-Overall**56%
**Cushion**12%
**Fluffiness**5%
**Advertised Vs Actual Product**5%
**Quality-Overall**4%
**Value For Money**4%
**Soft Feel**2%
**Material Quality**2%
**Thin**1%
**Shape/Style**1%
## **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.
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