---
title: "nipple shield 17mm — Niche Verdict: Skip it (41/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/nipple-shield-17mm"
last_updated: "2026-07-13T23:00:31.706Z"
locale: en
meta:
  description: "soft demand (-24.6% this quarter) — nipple shield 17mm doesn't clear our bar today."
  "og:description": "soft demand (-24.6% this quarter) — nipple shield 17mm doesn't clear our bar today."
  "og:title": "nipple shield 17mm — Niche Verdict: Skip it (41/100) | Amazon United States - Flapen"
---

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# **nipple shield 17mm**

**Skip it**

Soft demand (-24.6% this quarter) — this niche doesn't clear our bar today.

Market size 22Growth 13Conversion 96Competition 35Returns 29Price range 77Avg price 53Brand share 28Review moat 25Quality gap 79

**Conversion**

**Incredible****13.1%**

search→purchase rate — share of searches ending in a sale

**Quality gap**

**Great****4.2★**

avg incumbent rating — lower means beatable quality

**Price range**

**Great****$7.15–$41.19**

cheapest to priciest tracked listing — scored on the share inside $15–$100

**Avg price**

**Good****$12.32**

avg listing price — sweet spot $15–$100

**Competition**

**Okay****64%**

top-5 click share — leaders hold, buyers still browse

**Returns**

**Okay****5.5%**

return rate — above 6% kills the launch gate

**Brand share**

**Okay****88%**

top-5 brand share — brands hold most of the demand

**Review moat**

**Bad****4,225.13**

avg incumbent reviews — the moat a new listing must climb

**Market size**

**Bad****$90K**

$90K/yr · 56K searches

**Growth**

**Bad****-24.6%**

90-day search growth — must beat 0% to launch

## **Competition**

The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.

**Brands**

**9 **—flat

**Sellers**

**14**

**Top-5 brand share**

**88%**

**Open market**

**7%**

- Momcozy36% - Medela32% - Lansinoh9% - haakaa6% - Jordcaslee5% - MAM5% - Open — no brand owns it (3 brands, 7%)

## **Product shelf**

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%10%$9K20%$18K30%$27K40%$36K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 16 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Medela Contact Nipple Shields Small 16mm Food Grade Silicone | for Latching Difficulties During Breastfeeding Flat or Inverted Nipples](https://m.media-amazon.com/images/I/61XhbBxeDQL.jpg)**Medela Contact Nipple Shields Small 16mm Food Grade Silicone | for Latching Difficulties During Breastfeeding Flat or Inverted Nipples**Medela**$9.29**4.4★31,945 rev](https://www.amazon.com/dp/B07799VFGW) [2![Momcozy Silicone Nipple Shields for Breastfeeding Flower Shape Petal Design Ultra Thin & Soft for Flat or Inverted Nipples Flexible Nursing Shield BPA/BPS Free (1 Pair 17mm)](https://m.media-amazon.com/images/I/31RiWicDHCL.jpg)**Momcozy Silicone Nipple Shields for Breastfeeding Flower Shape Petal Design Ultra Thin & Soft for Flat or Inverted Nipples Flexible Nursing Shield BPA/BPS Free (1 Pair 17mm)**Momcozy**$9.75**4.2★882 rev](https://www.amazon.com/dp/B0F3CX9DN4) [3![Momcozy Nipple Shield Floral Contact Nipple Shield for Breastfeeding Moms with Flat or Inverted Nipples Made Without BPA/BPS (1 Pair 20mm)](https://m.media-amazon.com/images/I/31rxUhfH8AL.jpg)**Momcozy Nipple Shield Floral Contact Nipple Shield for Breastfeeding Moms with Flat or Inverted Nipples Made Without BPA/BPS (1 Pair 20mm)**Momcozy**$9.80**4.2★882 rev](https://www.amazon.com/dp/B0F3CYFZVY) [4![Lansinoh Contact Nipple Shields for Nursing Mothers Ultra-Thin Soft & Flexible Silicone Shields for Sensitive Nipples and Latch-On Support (0.63 inch or 16mm) with Case 2](https://m.media-amazon.com/images/I/31WSC6zJUXL.jpg)**Lansinoh Contact Nipple Shields for Nursing Mothers Ultra-Thin Soft & Flexible Silicone Shields for Sensitive Nipples and Latch-On Support (0.63 inch or 16mm) with Case 2**Lansinoh**$8.14**4.4★13,037 rev](https://www.amazon.com/dp/B0DMGRF8G1) [5![Momcozy 999 Silver Nursing Cups Original Perforated Breathable Design 999 Silver Nipple Cover for Breastfeeding Essential Nipple Shield for Nursing Newborn Metal Nipple Shields Regular Size](https://m.media-amazon.com/images/I/410IrfxgswL.jpg)**Momcozy 999 Silver Nursing Cups Original Perforated Breathable Design 999 Silver Nipple Cover for Breastfeeding Essential Nipple Shield for Nursing Newborn Metal Nipple Shields Regular Size**Momcozy**$41.19**4.3★691 rev](https://www.amazon.com/dp/B0D66JT3LS)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Munchkin Flow 16mm Nipple Shield for Breastfeeding Newborns Silicone Latch Monitor with Visible Milk Flow Channel Nursing Support for Sore Nipples](https://m.media-amazon.com/images/I/31EITcNvF7L.jpg)**Munchkin Flow 16mm Nipple Shield for Breastfeeding Newborns Silicone Latch Monitor with Visible Milk Flow Channel Nursing Support for Sore Nipples**Munchkin**$27.99**72 rev7mo ago](https://www.amazon.com/dp/B0G622M6YP) [![Nipple Shields for Breastfeeding Newborn Contact Nipple Guards for Breast Feeding with Flat Inverted Nipples or Difficulty Sucking Food-Grade Silicone Ultra-Thin & Super Soft 1 Pair 17mm](https://m.media-amazon.com/images/I/4138XCm8V7L.jpg)**Nipple Shields for Breastfeeding Newborn Contact Nipple Guards for Breast Feeding with Flat Inverted Nipples or Difficulty Sucking Food-Grade Silicone Ultra-Thin & Super Soft 1 Pair 17mm**Jordcaslee**$8.88**206 rev10mo ago](https://www.amazon.com/dp/B0FGJWRLYB) [![Nipple Shields for Breastfeeding Newborn Contact Nipple Guards for Breast Feeding with Flat Inverted Nipples or Difficulty Sucking Food-Grade Silicone Ultra-Thin & Super Soft 1 Pair 20mm](https://m.media-amazon.com/images/I/41N2fD0qiBL.jpg)**Nipple Shields for Breastfeeding Newborn Contact Nipple Guards for Breast Feeding with Flat Inverted Nipples or Difficulty Sucking Food-Grade Silicone Ultra-Thin & Super Soft 1 Pair 20mm**Jordcaslee**$8.84**206 rev10mo ago](https://www.amazon.com/dp/B0FDX37J8J) [![Gajoin Breastfeeding Nipple Shields for Nursing Newborn Baby Nippleshield Breast Feeding 2 Count with Sterilizing Storage Case Clear (Size 13-16MM)](https://m.media-amazon.com/images/I/31pMscu4XjL.jpg)**Gajoin Breastfeeding Nipple Shields for Nursing Newborn Baby Nippleshield Breast Feeding 2 Count with Sterilizing Storage Case Clear (Size 13-16MM)**Gajoin**$8.01**31 rev11mo ago](https://www.amazon.com/dp/B0FLLGK9M6) [![Momcozy Ultra-Thin Nipple Shields 100% Food-Grade Silicone for Breastfeeding Moms BPA/BPS-Free Super-Soft & Portable Carry Case Included 17mm](https://m.media-amazon.com/images/I/41igEqFDW+L.jpg)**Momcozy Ultra-Thin Nipple Shields 100% Food-Grade Silicone for Breastfeeding Moms BPA/BPS-Free Super-Soft & Portable Carry Case Included 17mm**Momcozy**$9.93**1,510 rev11mo ago](https://www.amazon.com/dp/B0F3CXQM7S)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Gajoin Breastfeeding Nipple Shields for Nursing Newborn Baby Nippleshield Breast Feeding 2 Count with Sterilizing Storage Case Clear (Size 13-16MM)](https://m.media-amazon.com/images/I/31pMscu4XjL.jpg)**Gajoin Breastfeeding Nipple Shields for Nursing Newborn Baby Nippleshield Breast Feeding 2 Count with Sterilizing Storage Case Clear (Size 13-16MM)**Gajoin**$8.01**4.4★**▲ 236%**](https://www.amazon.com/dp/B0FLLGK9M6) [![Momcozy 999 Silver Nursing Cups Original Perforated Breathable Design 999 Silver Nipple Cover for Breastfeeding Essential Nipple Shield for Nursing Newborn Metal Nipple Shields Regular Size](https://m.media-amazon.com/images/I/410IrfxgswL.jpg)**Momcozy 999 Silver Nursing Cups Original Perforated Breathable Design 999 Silver Nipple Cover for Breastfeeding Essential Nipple Shield for Nursing Newborn Metal Nipple Shields Regular Size**Momcozy**$41.19**4.3★**▲ 233%**](https://www.amazon.com/dp/B0D66JT3LS) [![Munchkin Flow 16mm Nipple Shield for Breastfeeding Newborns Silicone Latch Monitor with Visible Milk Flow Channel Nursing Support for Sore Nipples](https://m.media-amazon.com/images/I/31EITcNvF7L.jpg)**Munchkin Flow 16mm Nipple Shield for Breastfeeding Newborns Silicone Latch Monitor with Visible Milk Flow Channel Nursing Support for Sore Nipples**Munchkin**$27.99**3.8★**▲ 86%**](https://www.amazon.com/dp/B0G622M6YP) [![Medela Contact Nipple Shields Small 16mm Food Grade Silicone | for Latching Difficulties During Breastfeeding Flat or Inverted Nipples](https://m.media-amazon.com/images/I/61XhbBxeDQL.jpg)**Medela Contact Nipple Shields Small 16mm Food Grade Silicone | for Latching Difficulties During Breastfeeding Flat or Inverted Nipples**Medela**$9.29**4.4★**▲ 59%**](https://www.amazon.com/dp/B07799VFGW) [![Momcozy Nipple Shield Floral Contact Nipple Shield for Breastfeeding Moms with Flat or Inverted Nipples Made Without BPA/BPS (1 Pair 20mm)](https://m.media-amazon.com/images/I/31rxUhfH8AL.jpg)**Momcozy Nipple Shield Floral Contact Nipple Shield for Breastfeeding Moms with Flat or Inverted Nipples Made Without BPA/BPS (1 Pair 20mm)**Momcozy**$9.80**4.2★**▲ 30%**](https://www.amazon.com/dp/B0F3CYFZVY)

**~~View all trending →~~**

## **Demand**

Weekly Amazon search volume, last 25 weeks — -24.6% search growth over the last 90 days.

1K750Jan '26Feb '26Mar '26Apr '26May '26Jun '26

## **Reviews**

What buyers praise and complain about, mined from review topics.

### **What buyers love **

**Ease Of Use**12%

*“Easy to use”*

**Size-Overall**10%

*“The sizing was accurate”*

**Breastfeeding Friendly**10%

*“A must for breastfeeding”*

**Quality-Overall**9%

*“Best on market”*

**Comfort-Overall**8%

*“comfortable”*

**Ease Of Cleaning**6%

*“Easy to clean”*

**Soft Feel**4%

*“Soft and easy to use while latching”*

**Value For Money**4%

*“WORTH THE MONEY”*

**Ease Of Feeding**3%

*“Clear View & Comfort for Easier Feeding”*

**Advertised Vs Actual Product**2%

*“Works as it should”*

### **What buyers complain about **

**Size-Overall**12%

*“Too small”*

**Adhesion/Stickiness**11%

*“The adhesion isnt so great either or it could be my skin”*

**Functionality-Overall**6%

*“Couldnt get them to function properly”*

**Value For Money**6%

*“Expensive”*

**Ease Of Use**4%

*“No use”*

**Comfort-Overall**4%

*“Not comfortable”*

**Thickness**3%

*“Its much more thicker material”*

**Quality-Overall**3%

*“the quality control on this item is unacceptable”*

**Shape/Style**3%

*“Cone shape no good”*

**Breastfeeding Friendly**3%

*“Kind of a hassle when breastfeeding is now”*

### **Top return reasons **

**Size-Overall**70%

**Functionality-Overall**9%

**Advertised Vs Actual Product**3%

**Breastfeeding Friendly**3%

**Adhesion/Stickiness**2%

**Defective Material/Parts**2%

**Comfort-Overall**2%

**Value For Money**2%

**Width**1%

**Shape/Style**1%