sham pillows set of 2
Worth a lookShows a sweet-spot price point ($21.97 avg), but a deep review moat (60,547 avg reviews) keeps it on the watch list.
Avg price
Great$21.97avg listing price — sweet spot $15–$100
Price range
Great$9.05–$50.96cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Great1.7%return rate — above 5% kills the launch gate
Conversion
Good5.4%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Okay62%top-5 click share — leaders hold, buyers still browse
Brand share
Okay82%top-5 brand share — brands hold most of the demand
Growth
Okay+10.3%90-day search growth — must beat 0% to launch
Market size
Okay$181K$181K/yr · 154K searches
Review moat
Bad60,547.42avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, sham pillows set of 2 is a $181K/yr Amazon United States market (154K searches/yr). The top 5 brands hold 82% of demand. Demand peaks in Aug. Verdict: Worth a look — 50/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
sham pillows set of 2 market data
- Units sold / yr
- 8K–10K
- avg 500–750/product
- Revenue / yr
- $176K–$220K
- units × avg price
- Conversion rate
- 5.4%
- Avg BSR
- #31
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 96%
- Out of stock
- 0.0%
- Avg brand age
- 45 months
- Avg seller age
- 179 days
Competition & brand share
The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.Brands
13 rising
Sellers
23
Top-5 brand share
82%
Top 20: 100%
Top-5 click share
62%
Top 20: 96%
Open market
15%
- Amazon Basics41%
- Utopia Bedding16%
- EIUE13%
- Seward Park8%
- EDOW4%
- Piwaal4%
- Open — no brand owns it (7 brands, 15%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +10.3% search growth over the last 90 days.Peak months: Aug · busiest ÷ quietest = 1.8×
Top sham pillows set of 2 search terms
- sham pillows set of 245K/yr
- sham pillows27K/yr
- amazon basics pillow26K/yr
- pillows for shams14K/yr
- amazon basics pillows10K/yr
- sham pillow9K/yr
- pillow amazon basics5K/yr
- amazon basics down alternative pillows6K/yr
- sham pillow insert5K/yr
- pillow sham inserts4K/yr
Top sham pillows set of 2 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
Amazon Basics Down Alternative Pillow for Side and Back Sleepers Medium Density Standard Size 26 x 20 2-Pack White
Amazon Basics$21.134.2★6,195 rev
Amazon Basics Down Alternative Pillows for Stomach and Back Sleepers Soft Density Standard Size 26 x 20 White 2-Pack
Amazon Basics$21.364.3★12,498 rev
EIUE Hotel Collection Bed Pillows for Sleeping 2 Pack Queen SizePillows for Side and Back Sleepers Super Soft Down Alternative Microfiber Filled Pillows 20 x 30 Inches
EIUE$18.194.4★35,881 rev
Utopia Bedding 20x26 Pillow Inserts Set of 2 White Indoor Decorative Throw Pillows for Bed Sofa & Couch Soft Supportive & Fluffy Cushion Inserts
Utopia Bedding$25.994.6★217,662 rev
Seward Park Bed Pillow Standard Size Set of 2 Shams Insert 20 x 26 inch Down Alternative Cooling Pillows for Stomach Side or Back Sleeper
Seward Park$36.884.3★349 rev
Newest
by launch date
BEDSUM Ruffled Pillow Shams Standard 20x26 Set of 2 Brushed Microfiber Pillowcases with Envelope Closure Soft Wrinkle-Resistant White
BEDSUM$9.43126 rev
Amazon Basics Square Hypoallergenic Down Alternative Pillow Insert Machine Washable Softness and Support 20 inch 2-Pack
Amazon Basics$17.421,866 rev
Piwaal Luxury Hotel Pillows for Sleeping 2 Pack Bed Pillows Standard Size Set of 2 Down Alternative Filling Pillows for Back Stomach and Side Sleepers
Piwaal$16.762,839 rev
vveiiye Standard Pillow Shams Set of 2 White Pillow Shams Soft Microfiber Pillow Covers with Envelope Closure Fade Wrinkle and Shrink Resistant Bed Pillow Cases 20 26 Inches
vveiiye$9.05125 rev
Amazon Basics Down Alternative Bed Pillow Medium Density for Back and Side Sleepers Queen - Pack of 2 White 30 in L x 20 in W
Amazon Basics$22.13482 rev
Trending
90-day click momentumAmazon Basics Down Alternative Bed Pillow Medium Density for Back and Side Sleepers Queen - Pack of 2 White 30 in L x 20 in W
Amazon Basics$22.134.1★
BEDSUM Ruffled Pillow Shams Standard 20x26 Set of 2 Brushed Microfiber Pillowcases with Envelope Closure Soft Wrinkle-Resistant White
BEDSUM$9.434.4★
Amazon Basics Square Hypoallergenic Down Alternative Pillow Insert Machine Washable Softness and Support 20 inch 2-Pack
Amazon Basics$17.424.4★
Amazon Basics Down-Alternative Pillows for Stomach and Back Sleepers Soft Density Machine Washable 20 x 36 inches White 2-Pack
Amazon Basics$24.574.4★
Utopia Bedding 18x18 Pillow Inserts Set of 2 White Indoor Decorative Throw Pillows for Bed Sofa & Couch Soft Supportive & Fluffy Cushion Inserts
Utopia Bedding$16.034.6★
What buyers say about sham pillows set of 2
What buyers praise and complain about, mined from review topics.What buyers love
“Most Comfortable”
“Amazingly soft”
“They have enough cushion and are soft”
“Excellent product”
“Very fluffy as advertised”
“Very affordable”
“Decent pillows”
“Great sleep”
“Great fit”
“As Described”
What buyers complain about
“Bad Quality”
“not for comfort”
“There is not enough filling”
“Hard as a rock”
“Some areas are thick”
“Not fluffy”
“They are large”
“Zero support”
“Price was NOT worth it”
“false advertising”
Top return reasons
Common questions
- Is sham pillows set of 2 profitable to sell on Amazon United States?
- The niche generates $181K/yr across 24 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +10.3%. Flapen's verdict: Worth a look (50/100).
- How competitive is the sham pillows set of 2 niche?
- 13 brands and 23 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 82% of demand.
- What do buyers complain about in sham pillows set of 2?
- Top complaints mined from reviews: Quality-Overall, Comfort-Overall, Cushion. The return rate is 1.7%.
- When does demand for sham pillows set of 2 peak?
- Demand peaks in Aug; the busiest month runs 1.8× the quietest.
- What does it cost to enter the sham pillows set of 2 niche?
- Listings span $9.05–$50.96; the average listing price is $21.97 (sweet spot $15–$100). The average incumbent carries 60,547 reviews — the moat a new listing must climb.