baby bath seat
Worth a lookShows low returns (1.5%), but soft demand (-11.4% this quarter) keeps it on the watch list.
Returns
Great1.5%return rate — above 6% kills the launch gate
Avg price
Great£18.95avg listing price — sweet spot $15–$100
Price range
Great£11.62–£25.43cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good£616K£616K/yr · 1.1M searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Okay56%top-5 click share — leaders hold, buyers still browse
Conversion
Okay3.1%search→purchase rate — share of searches ending in a sale
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Review moat
Bad4,125.58avg incumbent reviews — the moat a new listing must climb
Growth
Bad-11.4%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, baby bath seat is a £616K/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 88% of demand. Verdict: Worth a look — 51/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 30K–40K
- avg 1,000–1,250/product
- Revenue / yr
- £569K–£758K
- units × avg price
- Launch success
- —
- 1 of 4 new (360d)
- Conversion rate
- 3.1%
- Avg BSR
- #12
- Page quality
- 0%
- Prime
- 84%
- Sponsored
- 100%
- Out of stock
- 3.7%
- Avg brand age
- 36 months
- Avg seller age
- 175 days
Competition
The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
36
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
56%
Top 20: 100%
Open market
9%
- Angelcare42%
- Bebeconfort29%
- FOVVZDIL6%
- REQUISITE NEEDS5%
- babove5%
- ebebek baby plus3%
- Open — no brand owns it (6 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -11.4% 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bebeconfort Swivel Bath Seat 6 - 12 months Max. 10 kg Child Bath Support Seat Non-Slip Ergonomical Suction Cups Beige
Bebeconfort£12.874.5★2,314 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
Angelcare - Baby Bath Seat - Soft Touch Support - Water Level Indicator - Fixation by Suction Cups - Grey
Angelcare£19.504.5★8,713 rev
Angelcare Soft Touch Baby Bath Seat - Aqua
Angelcare£19.924.5★8,713 rev
FOVVZDIL Baby Bath Seat 6 Months Plus with Toys Safe Infant Baby Bath Chair with Anti-Slip Suction Cups Design for Newborns to 12 Months
FOVVZDIL£22.813.8★55 rev
Newest
by launch date
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
Baby Bath Seat for 6 Months Plus | Portable Non-Slip Baby Bath Chair | Bath Seat with Suction Cups | Baby Bath Support Seat (Grey-with Accessories)
ebebek baby plus£15.6220 rev
Baby Bath Seat 6 Months Plus Toddler Bath Chair with Suction Cup and Drainage Hole Toddler & Newborn Sit up Baths Chair Child Baths Support Seat One-Touch Button for Easy Armrest Opening(Gray 1)
QINGLANG£17.3415 rev
Baby Bath Seat with Thermostat for Babies 4-18 MonthsNon-Slip Baby Bath Chair with ToysGery
Schwänlein£20.62170 rev
FOVVZDIL Baby Bath Seat 6 Months Plus with Toys Safe Infant Baby Bath Chair with Anti-Slip Suction Cups Design for Newborns to 12 Months
FOVVZDIL£22.8155 rev
Trending
90-day click momentumBaby Bath Seat with Thermostat for Babies 4-18 MonthsNon-Slip Baby Bath Chair with ToysGery
Schwänlein£20.624.1★
UBRAVOO Baby Bath Seat for Babies 6-24 Months Sit Up Bath Seat Non-Slip Infant Bath Tub Chair with 4 Suction Cups Great Shower Gifts for Newborn and New Mothers (Grey)
UBRAVOO£19.044.3★
Bebeconfort Swivel Bath Seat 6 - 12 months Max. 10 kg Child Bath Support Seat Non-Slip Ergonomical Suction Cups Blue
Bebeconfort£13.434.5★
REQUISITE NEEDS Baby Bath Support Non-Slip Infant Bathing Seat Grey Safe for Newborns up to 6 Months Comfortable Perforated Design
REQUISITE NEEDS£11.864.2★
Angelcare Soft Touch Baby Bath Seat - Aqua
Angelcare£19.924.5★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Sturdy and a easy to clean”
“Amazing quality”
“Nice little seat”
“Worth a buy”
“Easy to use”
“the size is perfect”
“It looks to be relatively comfy”
“This is great for bathtime”
“Feels very safe”
“Does the job”
What buyers complain about
“Toys really bad quality”
“Keeps coming unstuck”
“A bit small”
“average size for his age”
“It was a bit hard to clip bits in place”
“Broke after one use”
“its not deep enough to keep babies safe”
“Uncomfortable, easily broken”
“Rubbish says its non slip yet little one kept slipping on it”
“Bath is filthy”
Top return reasons
Common questions
- Is baby bath seat profitable to sell on Amazon United Kingdom?
- The niche generates £616K/yr across 19 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -11.4%. Flapen's verdict: Worth a look (51/100).
- How competitive is the baby bath seat niche?
- 12 brands and 36 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in baby bath seat?
- Top complaints mined from reviews: Quality-Overall, Adhesion/Stickiness, Size-Overall. The return rate is 1.5%.
- When does demand for baby bath seat peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the baby bath seat niche?
- Listings span £11.62–£25.43; the average listing price is £18.95 (sweet spot $15–$100). The average incumbent carries 4,126 reviews — the moat a new listing must climb.
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