---
title: "Baby Bath — £632K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/baby-bath"
last_updated: "2026-07-21T11:20:41.475Z"
locale: en
meta:
description: "Niche score 54/100 · £632K/yr market · 1.6M searches/yr · £19.94 avg price. Soft demand (-9.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · £632K/yr market · 1.6M searches/yr · £19.94 avg price. Soft demand (-9.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Baby Bath — £632K/yr Amazon UK Niche (2026) - Flapen"
---
# **baby bath**
**Worth a look**
Shows a sweet-spot price point ($19.94 avg), but soft demand (-9.3% this quarter) keeps it on the watch list.
Market size 66Growth 20Conversion 26Competition 50Returns 83Price range 81Avg price 87Brand share 66Review moat 40Quality gap 57
**Avg price**
**Great****£19.94**
avg listing price — sweet spot $15–$100
**Returns**
**Great****1.6%**
return rate — above 6% kills the launch gate
**Price range**
**Great****£9.97–£38.25**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Good****£632K**
£632K/yr · 1.6M searches
**Brand share**
**Good****65%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****55%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Okay****2,526.34**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Okay****2.0%**
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 ~~](https://flapen.com/research/methodology)
## **baby bath 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 & brand share**
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.
50K30KSpike '24Prime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/baby-products/baby-bath/trend)
## **Top baby bath search terms**
- **baby bath**1.0M/yr-7.0%1.5% conv. - **baby bath tub**178K/yr-7.0%1.2% conv. - **foldable baby bath**44K/yr-15.7%1.7% conv. - **shnuggle baby bath**33K/yr-6.8%3.2% conv. - **collapsible baby bath**35K/yr-13.8%1.5% conv. - **newborn bath**30K/yr-26.9%1.7% conv. - **baby bathtub**28K/yr-22.7%1.3% conv. - **bath tub for baby 0-4 years**23K/yr+1.5%0.7% conv. - **baby bath tub 0-24 months**16K/yr+16.1%1.0% conv. - **baby baths**19K/yr-15.9%0.7% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/baby-bath/search-terms)
## **Top baby bath products on Amazon**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%4%£25K8%£51K12%£76K16%£101K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 29 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Nuby Newborn Baby Bath with Anti-Slip Support | Soft Headrest | Plug | Suitable from Newborn (White)**Nuby**£14.81**4.6★3,635 rev](https://www.amazon.co.uk/dp/B092V4H2TC) [2**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**£20.90**4.5★2,913 rev](https://www.amazon.co.uk/dp/B0B8VNJVKJ) [3**Angelcare - Baby Bath Support - Soft Touch Support - Water Level Indicator - Ideal for Babies Less Than 6 Months Old - Aqua**Angelcare**£18.13**4.8★14,646 rev](https://www.amazon.co.uk/dp/B00AWMV9CY) [4**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**£20.71**4.4★3,229 rev](https://www.amazon.co.uk/dp/B0BB1Y5K36) [5**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**£17.08**4.8★3,643 rev](https://www.amazon.co.uk/dp/B084PP9W5F)
**~~View all top sellers →~~**
### **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**£15.97**0 rev3mo ago](https://www.amazon.co.uk/dp/B0GXKVW25V) [**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**£19.71**31 rev4mo ago](https://www.amazon.co.uk/dp/B0GS934XSQ) [**REQUISITE NEEDS Baby Bath Support Non-Slip Infant Bathing Seat Grey Safe for Newborns up to 6 Months Comfortable Perforated Design**REQUISITE NEEDS**£11.86**41 rev7mo ago](https://www.amazon.co.uk/dp/B0G5Q6KK6D) [**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**£22.48**11 rev10mo ago](https://www.amazon.co.uk/dp/B0FR8YCWM6) [**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**£29.48**76 rev1y ago](https://www.amazon.co.uk/dp/B0FCY1HGR9)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£15.97**0.0★**▲ 283%**](https://www.amazon.co.uk/dp/B0GXKVW25V) [**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**£19.71**4.6★**▲ 252%**](https://www.amazon.co.uk/dp/B0GS934XSQ) [**Ingenuity Tuckaway Toddler Tub Converts Shower to Tub Folds to Store Easy to Clean No Assembly Required 12M-5Y**Ingenuity**£16.38**4.4★**▲ 197%**](https://www.amazon.co.uk/dp/B0DQVGV639) [**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**£22.48**4.8★**▲ 150%**](https://www.amazon.co.uk/dp/B0FR8YCWM6) [**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**£22.62**4.4★**▲ 150%**](https://www.amazon.co.uk/dp/B0DD7M3M36)
**~~View all trending →~~**
## **What buyers say about baby bath**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**12%
*“overall quality of the bath”*
**Ease Of Use**11%
*“Easy to use”*
**Value For Money**9%
*“Really good for the price”*
**Strength**9%
*“Feels sturdy”*
**Size-Overall**7%
*“Really good size”*
**Storage Capacity**6%
*“saves space”*
**Comfort-Overall**5%
*“Comfortable”*
**Ease Of Cleaning**4%
*“Easy to clean and well made”*
**Durability**3%
*“Durable”*
**Body Support**3%
*“Support pillow is handy”*
### **What buyers complain about **
**Size-Overall**22%
*“Small size”*
**Quality-Overall**10%
*“poor construction quality”*
**Grip**8%
*“kept sliding everywhere”*
**Age Suitability**6%
*“Too small for my baby”*
**Durability**3%
*“Breaks”*
**Comfort-Overall**3%
*“it was not comfortable for the baby, he was arching his back all the time being out of water and getting cold”*
**Leak-Proof**2%
*“This tub leaks”*
**Cushion**2%
*“Would not recommend to use the cushion due to mold”*
**Assembly/Installation**2%
*“Broke one of the side brackets while installing”*
**Safety Standards**2%
*“its not deep enough to keep babies safe”*
### **Top return reasons **
**Size-Overall**55%
**Quality-Overall**6%
**Age Suitability**6%
**Defective Material/Parts**4%
**Strength**3%
**Cushion**2%
**Comfort-Overall**2%
**Advertised Vs Actual Product**2%
**Leak-Proof**2%
**Value For Money**1%
## **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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