firm
Worth a lookShows low returns (0.2%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Competition
Great21%top-5 click share — an open shelf
Growth
Great+82.8%90-day search growth — must beat 0% to launch
Brand share
Great52%top-5 brand share — no brand owns this niche
Review moat
Good1,157.75avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Okay$212K$212K/yr · 69K searches
Avg price
Okay$318.88avg listing price — sweet spot $15–$100
Conversion
Bad1.0%search→purchase rate — share of searches ending in a sale
Price range
Bad$2.38–$1467.11cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, firm is a $212K/yr Amazon United States market (69K searches/yr). The top 5 brands hold 52% of demand. Verdict: Worth a look — 63/100.
Data updated Jul 30, 2026 · scored weekly · How we score niches
firm market data
- Units sold / yr
- 500–750
- avg 0–100/product
- Revenue / yr
- $159K–$239K
- units × avg price
- Conversion rate
- 1.0%
- Avg BSR
- #397
- Page quality
- 0%
- Prime
- 35%
- Sponsored
- 98%
- Out of stock
- 20.3%
- Avg brand age
- 27 months
- Avg seller age
- 166 days
Competition & brand share
Clicks spread well past the top 5 (21% combined) — an open shelf where new products get seen.Brands
45 rising
Sellers
595
Top-5 brand share
52%
Top 20: 85%
Top-5 click share
21%
Top 20: 53%
Open market
44%
- Brooklyn Bedding14%
- UniPon12%
- BedStory12%
- Sleepmax9%
- SLEEP1005%
- REGOSS4%
Demand
Weekly Amazon search volume, last 17 weeks — +82.8% search growth over the last 90 days.Top firm search terms
- firm31K/yr
- firm queen mattresses9K/yr
- plank firm mattress7K/yr
- extra firm6K/yr
- extra firm innerspring mattress4K/yr
- extra hard firm mattress5K/yr
- extra extra firm mattress4K/yr
- queen mattresses extra firm4K/yr
Top firm 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
Sleepmax Extra Firm Queen Mattress 12 Inch - Deep Sleep Hybrid Mattress Enhanced Pain Relief - Cooling Bed in a Box for Back & Side Sleepers - Fiberglass-Free CertiPUR-US Certified 365-Night Trial
Sleepmax$298.634.5★241 rev
Firm Queen Mattress 14 Inch Hybrid Mattresses with Back & Hip Support
UniPon$307.624.5★158 rev
Brooklyn Bedding Plank Firm Luxe 13 King Hybrid Mattress |Cooling Top
Brooklyn Bedding$1467.114.2★37 rev
BedStory Queen Size Mattress 14 Inch - Extra Firm Hybrid Mattress with Ultra Lumbar Support Reinforced Edges & Motion Isolation - Fiberglass-Free Colchones Queen CertiPUR-US
BedStory$350.044.6★111 rev
UniPon 14 inch Medium Firm Mattress Queen Hybrid Mattress with Back and Lumbar Hip Support Fiberglass Free 365 Nights Trial 10 Years Warranty
UniPon$278.514.5★447 rev
Newest
by launch date
REGOSS Firm Queen Mattress 14 inch Cooling Hybrid Queen Mattress in a Box
REGOSS$299.1945 rev
Ruoysun Luxury Firm Queen Mattress 14 In Hotel-Level Comfort Hybrid Queen Size Mattress In a Box with Cooling-Gel Foam for Breathable Cool Sleep Back Pain High-End Upgraded Support 100-Night Trial
Ruoysun$295.2074 rev
UniPon Extra Firm Queen Mattress 12 inch Hybrid Mattress with Extra Back and Lumbar Hip Support Pressure and Back Pain Relief 365 Nights Trial
UniPon$284.65447 rev
GingLePrune Firm and Restore Night Formula by Chelsea Lab - Firming nourishing face and neck cream with Hyaluronic Acid Shea Butter Aloe Vera deep hydration overnight for all skin types 50ml.
GingLePrune$44.4313 rev
BedStory Firm Queen Size Mattress 14 inch Deep Sleep Hybrid Mattresses in a Box Zoned Lumbar Support for & Back Pain Relief Made in USA CertiPUR-US Certified 365 Night Trial 10-Year Warranty
BedStory$321.16364 rev
Trending
90-day click momentumBedStory Firm Queen Size Mattress 14 inch Deep Sleep Hybrid Mattresses in a Box Zoned Lumbar Support for & Back Pain Relief Made in USA CertiPUR-US Certified 365 Night Trial 10-Year Warranty
BedStory$321.164.4★
REGOSS Firm Queen Mattress 14 inch Cooling Hybrid Queen Mattress in a Box
REGOSS$299.194.6★
MOLPHIT Queen Mattress 12 Inch Mattress Queen Size Medium Firm 7-Zone Hybrid Mattress in a Box Queen Size Mattress with Memory Foam & Pocket Spring for Pressure Relief and Body Support
MOLPHIT$155.354.5★
Zhihuvg Queen Size Mattress 12 Inch Hybrid Mattress in a Box Medium Firm Memory Foam and Individual Pocket Springs for Pressure Relief CertiPUR-US Certified
Zhihuvg$185.284.4★
Ruoysun Luxury Firm Queen Mattress 14 In Hotel-Level Comfort Hybrid Queen Size Mattress In a Box with Cooling-Gel Foam for Breathable Cool Sleep Back Pain High-End Upgraded Support 100-Night Trial
Ruoysun$295.204.5★
What buyers say about firm
What buyers praise and complain about, mined from review topics.What buyers love
“Comfortable and Supportive”
“the memory foam feels great”
“Great purchase for the price”
“Great price for the quality it offers”
“My skin feels softer”
“It doesnt sink”
“Easy assembly”
“as advertised”
“It is true to size”
“Strong and Firm Mattress”
What buyers complain about
“Hard as a rock”
“Not comfortable at all”
“its sooo saggy”
“Too big”
“Poor quality bed”
“looks can be deceiving”
“it is not sturdy”
“Not firm as advertised”
“Its a very unpleasant smell”
“Honestly, this thing feels much more expensive than it is”
Top return reasons
Common questions
- Is firm profitable to sell on Amazon United States?
- The niche generates $212K/yr across 83 tracked products. 57 of 60 products launched in the last 360 days are still selling. 90-day search growth is +82.8%. Flapen's verdict: Worth a look (63/100).
- How competitive is the firm niche?
- 45 brands and 595 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 52% of demand.
- What do buyers complain about in firm?
- Top complaints mined from reviews: Hard Feel, Comfort-Overall, Sags/Sinks. The return rate is 0.2%.
- What does it cost to enter the firm niche?
- Listings span $2.38–$1467.11; the average listing price is $318.88 (sweet spot $15–$100). The average incumbent carries 1,158 reviews — the moat a new listing must climb.