---
title: "nipple shield 20 mm — Niche Verdict: Skip it (42/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/nipple-shield-20-mm"
last_updated: "2026-07-13T20:19:29.599Z"
locale: en
meta:
  description: "brand-locked demand (top 5 brands take 100% of clicks) — nipple shield 20 mm doesn't clear our bar today."
  "og:description": "brand-locked demand (top 5 brands take 100% of clicks) — nipple shield 20 mm doesn't clear our bar today."
  "og:title": "nipple shield 20 mm — Niche Verdict: Skip it (42/100) | Amazon United States - Flapen"
---

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# **nipple shield 20 mm**

**Skip it**

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Market size 51Growth 20Conversion 78Competition 7Returns 69Price range 83Avg price 89Brand share 0Review moat 15Quality gap 58

**Avg price**

**Great****$20.70**

avg listing price — sweet spot $15–$100

**Price range**

**Great****$7.50–$59.64**

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

**Conversion**

**Great****7.8%**

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

**Returns**

**Good****2.2%**

return rate — above 6% kills the launch gate

**Quality gap**

**Good****4.4★**

avg incumbent rating — lower means beatable quality

**Market size**

**Good****$302K**

$302K/yr · 188K searches

**Growth**

**Bad****-10.4%**

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

**Review moat**

**Bad****21,802.25**

avg incumbent reviews — the moat a new listing must climb

**Competition**

**Bad****91%**

top-5 click share — a locked-up shelf

**Brand share**

**Bad****100%**

top-5 brand share — brand-locked demand

## **Competition**

The top 5 products capture 91% of clicks — a locked-up shelf that new listings rarely crack.

**Brands**

**4 **▲rising

**Sellers**

**18**

**Top-5 brand share**

**100%**

**Open market**

**0%**

- Medela63% - Momcozy22% - Silverette12% - Nippies3% - Open — no brand owns it (0%)

## **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%15%$45K30%$91K45%$136K60%$181K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 8 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Medela Contact Nipple Shields Medium 20mm 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 Medium 20mm Food Grade Silicone | for Latching Difficulties During Breastfeeding Flat or Inverted Nipples**Medela**$7.50**4.4★31,945 rev](https://www.amazon.com/dp/B077962FZH) [2![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) [3![Silverette The Original Silver Nursing Cups Nipple Covers for Breastfeeding Essentials model number: 7300 Pure 925 Silver Nipple Shields for Breastfeeding Lightweight Nursing Cups Regular Size](https://m.media-amazon.com/images/I/41JWzseHoTL.jpg)**Silverette The Original Silver Nursing Cups Nipple Covers for Breastfeeding Essentials model number: 7300 Pure 925 Silver Nipple Shields for Breastfeeding Lightweight Nursing Cups Regular Size**Silverette**$59.64**4.5★7,197 rev](https://www.amazon.com/dp/B00D4MWKNQ) [4![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) [5![Medela Contact Nipple Shields Large 24mm 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 Large 24mm Food Grade Silicone | for Latching Difficulties During Breastfeeding Flat or Inverted Nipples**Medela**$8.01**4.4★31,945 rev](https://www.amazon.com/dp/B0779BF4V6)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![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**691 rev2y ago](https://www.amazon.com/dp/B0D66JT3LS) [![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**31,945 rev8y ago](https://www.amazon.com/dp/B07799VFGW) [![Medela Contact Nipple Shields Large 24mm 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 Large 24mm Food Grade Silicone | for Latching Difficulties During Breastfeeding Flat or Inverted Nipples**Medela**$8.01**31,945 rev8y ago](https://www.amazon.com/dp/B0779BF4V6) [![Medela Contact Nipple Shields Medium 20mm 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 Medium 20mm Food Grade Silicone | for Latching Difficulties During Breastfeeding Flat or Inverted Nipples**Medela**$7.50**31,945 rev11y ago](https://www.amazon.com/dp/B077962FZH) [![Silverette The Original Silver Nursing Cups Nipple Covers for Breastfeeding Essentials model number: 7300 Pure 925 Silver Nipple Shields for Breastfeeding Lightweight Nursing Cups Regular Size](https://m.media-amazon.com/images/I/41JWzseHoTL.jpg)**Silverette The Original Silver Nursing Cups Nipple Covers for Breastfeeding Essentials model number: 7300 Pure 925 Silver Nipple Shields for Breastfeeding Lightweight Nursing Cups Regular Size**Silverette**$59.64**7,197 rev12y ago](https://www.amazon.com/dp/B00D4MWKNQ)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Nippies Nipple Covers for Women with Travel Case Reusable Nipple Pasties with Skin-Safe Adhesive Invisible Braless Solution under Clothing - Original Circle Covers Crme Size 1 (Fits A-C Cups)](https://m.media-amazon.com/images/I/41ed4DDDzlL.jpg)**Nippies Nipple Covers for Women with Travel Case Reusable Nipple Pasties with Skin-Safe Adhesive Invisible Braless Solution under Clothing - Original Circle Covers Crme Size 1 (Fits A-C Cups)**Nippies**$24.01**4.4★**▲ 203%**](https://www.amazon.com/dp/B001PU9A9Q) [![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★**▲ 198%**](https://www.amazon.com/dp/B0D66JT3LS) [![Silverette The Original Silver Nursing Cups Nipple Covers for Breastfeeding Essentials model number: 7300 Pure 925 Silver Nipple Shields for Breastfeeding Lightweight Nursing Cups Regular Size](https://m.media-amazon.com/images/I/41JWzseHoTL.jpg)**Silverette The Original Silver Nursing Cups Nipple Covers for Breastfeeding Essentials model number: 7300 Pure 925 Silver Nipple Shields for Breastfeeding Lightweight Nursing Cups Regular Size**Silverette**$59.64**4.5★**▲ 144%**](https://www.amazon.com/dp/B00D4MWKNQ) [![Medela Contact Nipple Shields Medium 20mm 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 Medium 20mm Food Grade Silicone | for Latching Difficulties During Breastfeeding Flat or Inverted Nipples**Medela**$7.50**4.4★**▲ 31%**](https://www.amazon.com/dp/B077962FZH) [![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★**— 1%**](https://www.amazon.com/dp/B07799VFGW)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -10.4% search growth over the last 90 days.

5K4KBlack Friday '24Spike '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: Jan, Feb, May · busiest ÷ quietest = 3.0×

## **Reviews**

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

### **What buyers love **

**Breastfeeding Friendly**11%

*“Helped with breastfeeding”*

**Comfort-Overall**10%

*“Super comfortable”*

**Quality-Overall**10%

*“Excellent product”*

**Value For Money**9%

*“Worth the buy”*

**Size-Overall**5%

*“fit perfectly”*

**Durability**5%

*“they are pretty durable”*

**Ease Of Cleaning**4%

*“Easy to clean”*

**Adhesion/Stickiness**4%

*“Stick”*

**Ease Of Use**3%

*“Easy to use”*

**Advertised Vs Actual Product**3%

*“Exactly as described”*

### **What buyers complain about **

**Adhesion/Stickiness**13%

*“Had issues with stickiness”*

**Value For Money**11%

*“Waste of money”*

**Durability**6%

*“Furthermore, they sometimes are less durable than other times”*

**Size-Overall**5%

*“Not good for bigger breasts”*

**Sweat Resistance**5%

*“you DO sweat”*

**Comfort-Overall**5%

*“awkward with small breasts”*

**Quality-Overall**5%

*“But, none of them is as great as people say they are”*

**Thickness**4%

*“It was also thicker”*

**Functionality-Overall**4%

*“they just did not work for me”*

**Ease Of Use**3%

*“Not very easy to use”*

### **Top return reasons **

**Size-Overall**63%

**Functionality-Overall**8%

**Value For Money**4%

**Adhesion/Stickiness**3%

**Advertised Vs Actual Product**3%

**Comfort-Overall**3%

**Shape/Style**2%

**Breastfeeding Friendly**2%

**Defective Material/Parts**2%

**Width**2%