baby bath
Worth a lookShows a sweet-spot price point ($19.94 avg), but soft demand (-9.3% this quarter) keeps it on the watch list.
Avg price
Great£19.94avg listing price — sweet spot $15–$100
Returns
Great1.6%return rate — above 6% kills the launch gate
Price range
Great£9.97–£38.25cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good£632K£632K/yr · 1.6M searches
Brand share
Good65%top-5 brand share — brands hold most of the demand
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Okay55%top-5 click share — leaders hold, buyers still browse
Review moat
Okay2,526.34avg incumbent reviews — the moat a new listing must climb
Conversion
Okay2.0%search→purchase rate — share of searches ending in a sale
Growth
Bad-9.3%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, baby bath is a £632K/yr Amazon United Kingdom market (1.6M searches/yr). The top 5 brands hold 65% of demand. Verdict: Worth a look — 54/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 25K–30K
- avg 750–1,000/product
- Revenue / yr
- £499K–£598K
- units × avg price
- Launch success
- —
- 2 of 4 new (360d)
- Conversion rate
- 2.0%
- Avg BSR
- #22
- Page quality
- 0%
- Prime
- 72%
- Sponsored
- 76%
- Out of stock
- 0.6%
- Avg brand age
- 39 months
- Avg seller age
- 166 days
Competition
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
20 rising
Sellers
50
Top-5 brand share
65%
Top 20: 100%
Top-5 click share
55%
Top 20: 91%
Open market
28%
- Nuby16%
- Adoraland16%
- Shnuggle14%
- Angelcare12%
- COOSEYA8%
- Glenmore7%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -9.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 29 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Nuby Newborn Baby Bath with Anti-Slip Support | Soft Headrest | Plug | Suitable from Newborn (White)
Nuby£14.814.6★3,635 rev
Baby Bath Foldable Tub Collapsible Bathtub Baby Bath Essentials for Newborn with Seat Support Cushion Stand Folding Baths for Toddler 0-12 Months Travel Portable Infant Tubs Soft Bathing Kids Grey
Adoraland£20.904.5★2,913 rev
Angelcare - Baby Bath Support - Soft Touch Support - Water Level Indicator - Ideal for Babies Less Than 6 Months Old - Aqua
Angelcare£18.134.8★14,646 rev
Baby Bath Tub Foldable Bathtub Collapsible Toddler Bath Tubs with Baths Support Cushion Pad Seat Mat Anti-Slip Portable Travel Shower Bathing Basin Folding Bathtubs for Newborn Toddler Infant (Grey)
Glenmore£20.714.4★3,229 rev
Shnuggle Baby Bath Tub Featuring Ergonomic Bum Bump Support Soft Foam Backrest and an Integrated Plug. A Compact Space-Saving Bathing Solution for Newborns up to 12 Months - White
Shnuggle£17.084.8★3,643 rev
Newest
by launch date
LN COZY CORNER Foldable Baby Bathtub with Seat Support Portable Collapsible Infant Bath Tub for Newborn to Toddler (036 Months) Non-Slip Safe Baby Bathing Tub (Blue)
LN COZY CORNER£15.970 rev
Baby Bath Tub Foldable Collapsible Newborn Bathtub Essentials with Bath Support and Non Slip Bath Seat Cushion Stand Pad Folding Infant Baths Tub Toddler 0-24 Months Portable Travel Save Space(Grey)
Sweetmirth£19.7131 rev
REQUISITE NEEDS Baby Bath Support Non-Slip Infant Bathing Seat Grey Safe for Newborns up to 6 Months Comfortable Perforated Design
REQUISITE NEEDS£11.8641 rev
ebebek baby plus Foldable Bathtub Set 3 Pcs | Baby Bath Set Foldable Bathtub with Buckets | Non-Slip Support Leg Collapsible Tub for Toddler Baby Kids Bathing Set
ebebek baby plus£22.4811 rev
UBRAVOO Baby Bath with Stand Baby Bathtub Foldable with Thermometer and Bath Pillow Ergonomic Cushion and Drain Hose Durable & Easy to Store Best for Newborns & Babies Up to 12 Months (Grey)
UBRAVOO£29.4876 rev
Trending
90-day click momentumLN COZY CORNER Foldable Baby Bathtub with Seat Support Portable Collapsible Infant Bath Tub for Newborn to Toddler (036 Months) Non-Slip Safe Baby Bathing Tub (Blue)
LN COZY CORNER£15.970.0★
Baby Bath Tub Foldable Collapsible Newborn Bathtub Essentials with Bath Support and Non Slip Bath Seat Cushion Stand Pad Folding Infant Baths Tub Toddler 0-24 Months Portable Travel Save Space(Grey)
Sweetmirth£19.714.6★
Ingenuity Tuckaway Toddler Tub Converts Shower to Tub Folds to Store Easy to Clean No Assembly Required 12M-5Y
Ingenuity£16.384.4★
ebebek baby plus Foldable Bathtub Set 3 Pcs | Baby Bath Set Foldable Bathtub with Buckets | Non-Slip Support Leg Collapsible Tub for Toddler Baby Kids Bathing Set
ebebek baby plus£22.484.8★
COOSEYA Baby Bath Tub Foldable Baby Bathtub Collapsible Essentials for Newborn with Soft Cushion (0-18Months) Baby Shower for Infant to Toddler Gift Portable Space-Saving Travel Pink
COOSEYA£22.624.4★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“overall quality of the bath”
“Easy to use”
“Really good for the price”
“Feels sturdy”
“Really good size”
“saves space”
“Comfortable”
“Easy to clean and well made”
“Durable”
“Support pillow is handy”
What buyers complain about
“Small size”
“poor construction quality”
“kept sliding everywhere”
“Too small for my baby”
“Breaks”
“it was not comfortable for the baby, he was arching his back all the time being out of water and getting cold”
“This tub leaks”
“Would not recommend to use the cushion due to mold”
“Broke one of the side brackets while installing”
“its not deep enough to keep babies safe”
Top return reasons
Common questions
- Is baby bath profitable to sell on Amazon United Kingdom?
- The niche generates £632K/yr across 29 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is -9.3%. Flapen's verdict: Worth a look (54/100).
- How competitive is the baby bath niche?
- 20 brands and 50 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 65% of demand.
- What do buyers complain about in baby bath?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Grip. The return rate is 1.6%.
- When does demand for baby bath peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the baby bath niche?
- Listings span £9.97–£38.25; the average listing price is £19.94 (sweet spot $15–$100). The average incumbent carries 2,526 reviews — the moat a new listing must climb.
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