Cross-referencing Google Trends data and analyses carried out on Amazon, Shopify, and eBay, we have identified a niche that shouldn’t disappoint: products for improving sleep quality.
More specifically, we found 3 products that in 2026 should guarantee growing sales and competitive margins. In short, enough to start dedicating the right attention to it, right?
Let’s try to get to know them better with some more data!
The sleep market in Europe, staggering numbers. Why not take advantage of it?
Before going into the detail of individual products, it is worth understanding why this niche is such a juicy opportunity for European Amazon sellers.
First of all, the European sleep product market is already valued at around 17 billion dollars and is expected to grow to 30 billion by 2033, with a compound annual growth rate exceeding 6% according to Market Data Forecast data. Europe holds 28.3% of the global sleep aids market. It is therefore the second largest market in the world after North America.
But there is more. Only 22% of Europeans declare they sleep regularly through the night without interruptions. 35% of Europeans, highlights a STADA report, struggle to get quality sleep. About 175 million people in Europe are affected by chronic sleep-related problems according to the European Respiratory Society.
The most affected countries? The United Kingdom, France (both 43%), and Spain (42%) have the poorest sleep quality. The Netherlands (73%), Switzerland (72%), and Austria (71%) record the best results.
But what does all this mean for you, a European Amazon seller?
We’ll tell you right away: you are facing a huge market of people willing to invest to sleep better. Germany is the driving European market in this business, with 20.4% of the 6.6 billion dollar turnover of the European sleep wearables segment, followed by the United Kingdom, France, Italy, and Spain.
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Mouth tape against snoring and sore throat
Now that we have a few more numbers, let’s share the 3 products to keep in mind in your marketing strategies in the sector.
Let’s start immediately with one of the absolute top trends. Mouth tape is in fact one of the fastest-growing sleep products, useful for satisfying the increasingly frequent searches of people who want to sleep better and reduce dry mouth, snoring, and sore throats.
The global mouth tape market was valued at 180 million dollars and will grow with a CAGR of 10.6% reaching 330 million dollars by 2030 per Virtuemarketresearch. Retail sales of mouth tape grew by about 22% year-over-year in major e-commerce markets during 2024.
Here, Europe shows constant growth, particularly in countries like Germany and the United Kingdom. Searches for mouth tape have particularly grown by 340% and those for mouth taping by 280% since 2022. In 2025, monthly searches on these topics grew by 133% compared to last year.
Manufacturers are starting to profit from it with so-called sleep strips. Essentially, they are just branded strips of tape sold with huge margins. Consumers are indeed willing to pay a premium provided they rest better. But what are the earnings for sellers?
Let’s talk about some concrete numbers. A roll of generic medical tape costs about €0.05 per piece, while branded mouth tapes sell single strips at €0.30-0.50 each. We are talking about margins that can easily reach triple digits once production, packaging, and logistics costs are subtracted.
Sleep bonnets to safeguard hair health
Sleep bonnets are certainly not an innovative product. However, only recently have consumers become fully aware of the hair damage caused by moving repeatedly during the night.
On the other hand, according to a study conducted by the International Journal of Trichology, 76% of women with long or curly hair experience hair breakage due to nocturnal friction with the pillow.
Sales numbers speak clearly: according to Statista, the global market for hair care products during sleep grew from 1.2 billion dollars in 2021 to 2.4 billion in 2024, doubling in just three years. In Europe, this trend is particularly strong in France, Italy, and Spain, where hair care culture is deeply rooted.
In this case too, there is good news for you. The production cost of bonnets is very low. A satin bonnet can be produced in China for €1.50-2.50 and sold on Amazon for €12-25. Thus, one can reach net margins exceeding 300% even after Amazon fees and advertising costs.
Furthermore, the sale of these products is very practical. Instead of buying satin or silk sheets and pillowcases (which is generally recommended for hair health and can cost €50-150), consumers can keep their old habits and introduce only the hair covering into their routine. In short, we are facing an entry-level positioning that makes the product extremely attractive to a very vast audience.
Finally, regarding the target audience, we are talking about women between 25 and 45 years old, particularly those with curly, afro, or chemically treated hair. In Europe, this segment represents over 35 million potential customers. The highest concentrations are found in France, Germany, the United Kingdom, and the Netherlands.
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Earbuds to reduce noise and play relaxing sounds
Many people (including the writer) have the habit of sleeping with earplugs. Sleep earbuds take a step further in the direction of better relaxation. They are in fact small wireless earbuds, comfortable, designed to block noise and play relaxing sounds that help people sleep better.
The market is in a phase of strong growth. According to Research and Markets, the sleep earbuds sector will grow from 385 million dollars in 2023 to over 1.1 billion dollars by 2028, with a CAGR of 23.4%. In short, it is one of the fastest-growing niches in the entire consumer technology sector. The sleep wearables segment represented 75.7% of the market in 2024. Thanks, above all, to the increasing adoption of smartwatches and fitness bands with advanced sleep monitoring functions.
But what makes these products so appealing to European consumers?
In this case too, some numbers can come to our aid. On average, for example, one in three Europeans is tormented by worries about daily problems. 26% suffer from anxiety, with some studies highlighting that in Italy the percentage reaches 42%. 16% of Europeans complain of external noise disturbances and 13% of partner snoring.
Sales prices fluctuate between €35 and €150 depending on the features. Production costs for basic models start from €8-12. Here too, margins can exceed 400% for brands that manage to position themselves effectively.
A further interesting fact is what emerges from research by Consumer Reports. Namely, that 62% of buyers of sleep earbuds make repeat purchases within 12 months. They often buy a second pair as a gift or wish to try more advanced models.
In short, it’s time to act!
