Baby Formula
FailShoppers spend an estimated $0 a year here, so Baby Formula is a Fail.
- Flapen Score
- 43 / 100Top 11% of 323 Grocery niches · +12 vs the category median of 3143
- Market size
- $0/yr5K searches / yr
- 90-day growth
- +377.8%search demand this quarter
- Competition
- 57%top-5 click share · 4 brands · 8 sellers
Flapen Score
Baby Formula against its category
The dotted line is the Grocery average. Past it, Baby Formula is stronger. Inside it, weaker.
Market
The Baby Formula market on Amazon at a glance
Shoppers on Amazon Singapore searched for Baby Formula 5K times last year and spent an estimated $0. All 4 brands take every click. Demand peaks in May–Jun. Flapen scores it 43 out of 100, a Fail.
01 · Demand
An estimated 0.0% of those searches ended in a purchase.
Shoppers searched for this 5K times in the last 12 months. That counts every search on Amazon Singapore for this niche's terms. An estimated 0.0% of those searches ended in a purchase. Searches in the last 90 days moved +377.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated $0 a year.
- Searches, last 12 months
- 5K
- Growth, 90 days vs prior 90
- +377.8%
- Conversion, latest week
- 0.0%
- Market size, estimated
- $0a year
- Peak month
- May6.7× the quietest month
- Top search term
- formula4K searches a year
02 · Price
A sale here is worth $109.32.
Listings sell for $109.32 on average, from $38.41 to $336.47. Amazon reports units sold in ranges. This niche sold 100 to 250 a year. The average listing sells 0 to 100 of them. At $109.32 that is $0 to $11K a year per listing.
- Average price
- $109.32above the $15 to $100 sweet spot
- Price range
- $38.41–$336.47
- Amazon Singapore median price
- $30.00across 1,590 niches
- Units sold a year
- 100–250
- Units per listing a year
- 0–100
- Revenue per listing a year
- $0–$11K
- Returns
- 0.4%of orders · Amazon Singapore median 0.0%
03 · Entry bar
The bar here is low.
40% of listings pay for placement with sponsored ads. 90% ship with Prime. On an average day, 25.8% of listings are out of stock. The average listing ranks #34 within Grocery. It carries 3 reviews at 4.79 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 40%
- Prime listings
- 90%
- Out of stock, average day
- 25.8%
- Average rank
- #34in Grocery
- Average rating
- 4.79 starsAmazon Singapore average 4.47 stars
- Average reviews
- 3per listing
- Listings tracked
- 10
04 · Newcomers
Brands here are established.
The brands on the shelf have sold for 73 months on average, so the names here are established.
- Launched, last 12 months
- 0
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 73 months
Products
Top Baby Formula products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
HiPP Organic Combiotic Infant Milk Stage 1 800g
- Price
- $59.14
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 3y ago

Enfagrow Pro A+ Stage 4 Milk Powder Formula for Children DHA+ (4-6Y) 1.65kg
- Price
- $68.00
- Rating
- 5.0/5
- Reviews
- 7
- Age
- 5y ago

HiPP Junior Combiotic Growing-Up Milk Stage 4 800g 3Y+
- Price
- $38.68
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 6y ago

Isomil EyeQ Stage 1 Infant Milk Formula 0-12 months 850g
- Price
- $54.26
- Rating
- 5.0/5
- Reviews
- 2
- Age
- 6y ago

Similac Gain 5MO Stage 3 Growing-Up Baby Milk Powder Formula 800g (1 year onwards)
- Price
- $38.41
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 1y ago
Trending
estimated 90-day click momentum
HiPP Organic Combiotic Infant Milk Stage 1 800g (Bundle of 6)
- Price
- $310.38
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 2y ago
![Enfagrow Pro A+ Stage 4 Milk Powder Formula for Children DHA+ (4-6Y) 1.65kg [Carton of 6]](https://m.media-amazon.com/images/I/51-rvJL+P3L.jpg)
Enfagrow Pro A+ Stage 4 Milk Powder Formula for Children DHA+ (4-6Y) 1.65kg [Carton of 6]
- Price
- $336.47
- Rating
- 4.4/5
- Reviews
- 10
- Age
- 3y ago

Isomil EyeQ Stage 1 Infant Milk Formula 0-12 months 850g
- Price
- $54.26
- Rating
- 5.0/5
- Reviews
- 2
- Age
- 6y ago

Enfagrow Pro A+ Stage 4 Milk Powder Formula for Children DHA+ (4-6Y) 1.65kg
- Price
- $68.00
- Rating
- 5.0/5
- Reviews
- 7
- Age
- 5y ago

Enfagrow Pro A+ Stage 3 Milk Powder Formula for Children DHA+ (1-3Y) 1.65kg
- Price
- $69.53
- Rating
- 4.1/5
- Reviews
- 6
- Age
- 5y ago
Newest
by launch date
Similac Gain 5MO Stage 3 Growing-Up Baby Milk Powder Formula 800g (1 year onwards)
- Price
- $38.41
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 1y ago

HiPP Organic Combiotic Infant Milk Stage 1 800g (Bundle of 6)
- Price
- $310.38
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 2y ago
![Enfagrow Pro A+ Stage 4 Milk Powder Formula for Children DHA+ (4-6Y) 1.65kg [Carton of 6]](https://m.media-amazon.com/images/I/51-rvJL+P3L.jpg)
Enfagrow Pro A+ Stage 4 Milk Powder Formula for Children DHA+ (4-6Y) 1.65kg [Carton of 6]
- Price
- $336.47
- Rating
- 4.4/5
- Reviews
- 10
- Age
- 3y ago

Similac 5MO Stage 1 Infant Milk Formula 850g (0-12 months)
- Price
- $58.18
- Rating
- 5.0/5
- Reviews
- 4
- Age
- 3y ago

HiPP Organic Combiotic Infant Milk Stage 1 800g
- Price
- $59.14
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 3y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 57% of clicks. Leaders hold, but buyers still shop past them.
Brands
4 rising
Sellers
8
Est. top-5 brand share
100%
Top 20: 100%
Est. top-5 click share
57%
Top 20: 100%
Open market
0%
- Hipp41%
- Enfagrow30%
- Similac18%
- Isomil11%
Demand
Baby Formula search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: May, Jun · busiest ÷ quietest = 6.7×
Search terms
Top Baby Formula search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- formula4K/yr
- baby formula990/yr
- infant formula518/yr
Reviews and returns
What reviews say buyers love and hate about Baby Formula
We read the reviews and the return reasons for every product selling here.
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
2 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Baby Formula questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









