baby cutlery
Skip itPrices mostly outside the sweet spot ($2.53–$17.52) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Conversion
Great7.5%search→purchase rate — share of searches ending in a sale
Competition
Good54%top-5 click share — leaders hold, buyers still browse
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Review moat
Bad5,098.11avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Market size
Bad£79K£79K/yr · 160K searches
Growth
Bad-12.3%90-day search growth — must beat 0% to launch
Avg price
Bad£6.64avg listing price — sweet spot $15–$100
Price range
Bad£2.53–£17.52cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, baby cutlery is a £79K/yr Amazon United Kingdom market (160K searches/yr). The top 5 brands hold 88% of demand. Verdict: Skip it — 39/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
baby cutlery market data
- Units sold / yr
- 13K–15K
- avg 250–500/product
- Revenue / yr
- £83K–£100K
- units × avg price
- Conversion rate
- 7.5%
- Avg BSR
- #10
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 0.0%
- Avg brand age
- 43 months
- Avg seller age
- 177 days
Competition & brand share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.Brands
12 rising
Sellers
38
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
54%
Top 20: 93%
Open market
9%
- PandaEar54%
- Munchkin14%
- Tommee Tippee10%
- Vital Baby6%
- doddl4%
- BIBaDO3%
- Open — no brand owns it (6 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -12.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top baby cutlery search terms
- baby cutlery54K/yr
- baby fork16K/yr
- baby cutlery set 12 months plus17K/yr
- baby forks7K/yr
- toddler fork and spoon set8K/yr
- toddler cutlery set 1 year old13K/yr
- weaning cutlery8K/yr
- baby cutlery set8K/yr
- baby cutlery set 6 months7K/yr
- baby fork and spoon set6K/yr
Top baby cutlery 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
PandaEar 6 Pieces Baby Toddler Silicone Stainless Steel Utensils Silverware Spoon Fork for Baby Toddler BPA Free with Silicone Holding Anti-Choke Design (Blue Pink White)
PandaEar£7.314.7★3,218 rev
PandaEar 6 Pack Toddler Cutlery Set| Baby Fork and Spoon Set| Stainless Steel Childrens Kids Cutlery| Baby Cutlery Self Feeding 12 Months Plus with Silicone Holding Anti-Choke Design (Blue/Brown/Red)
PandaEar£5.784.7★910 rev
Munchkin 6 Pack Multi-Coloured Baby Forks & Spoons | Weaning & Feeding
Munchkin£3.184.8★8,964 rev
PandaEar 6 Pack Silicone Baby Spoons and Fork Feeding Set- Anti-Choke First Self Feeding Utensils for Baby Led Weaning Ages 3 Months -Pink
PandaEar£5.514.5★1,880 rev
PandaEar 6 Pack Silicone Baby Weaning Spoons and Forks Set| Toddler Cutlery Self Feeding Spoons for Baby| Anti-Choke Design for Baby Led Weaning 3 Months Plus (Blue Green Tan)
PandaEar£5.564.6★340 rev
Newest
by launch date
Doddl Fork & Spoon Cutlery Set for Children & Toddlers 12m+ 2 Piece Set Ergonomic Design Promote Self-Feeding (Dusky Rose)
doddl£11.581,823 rev
PandaEar 6 Pack Toddler Cutlery Set| Baby Fork and Spoon Set| Stainless Steel Childrens Kids Cutlery Self Feeding 12 Months Plus with Silicone Holding
PandaEar£6.65155 rev
Bibado - Handi Cutlery Set (Mist) - Toddler Cutlery Weaning Set - Baby Spoons & Forks - Use with Coverall Bibs - Detachable Straps - Dishwasher Safe BPA Free - Baby Essentials - 6 Months to 24 Months
BIBaDO£9.23111 rev
Vital Baby Nourish Chunky Baby Spoon & Fork Set Wide & Shallow Tips Easy Grip for Self-Feeding EarthSmart Biodegradable BPA-Free 4 Pack
Vital Baby£2.5317 rev
Vital Baby Nourish Perfectly Simple Cutlery Kid-Safe Chunky Handles EarthSmart Biodegradable Knives Forks & Spoons for Toddlers & Family Use 6m+ BPA-Free 15 Pack
Vital Baby£3.2742 rev
Trending
90-day click momentum
Bibado - Dippit Baby Spoon and Dipper Mint & Blue (2-Pack) - Soft Chewable Dipper & Deep Spoon - Two-Hand Sensory Grip - Baby Weaning Set - Weaning Spoons - Baby Gifts - Baby Essentials - 6 Months+
BIBaDO£8.864.5★
PandaEar 6 Pack Silicone Baby Weaning Spoons and Forks Set| Toddler Cutlery Self Feeding Spoons for Baby| Anti-Choke Design for Baby Led Weaning 3 Months Plus (Blue Green Tan)
PandaEar£5.564.6★
Indique Baby Weaning Set - 11 Pcs Silicone Baby Feeding Set with Suction Plate Weaning Kit with Adjustable Bib Fork Spoon Fruit Feeder & Toothbrush Ideal Weaning Set Baby Gift (Blue)
Indique£17.524.3★
PandaEar 6 Pack Toddler Cutlery Set| Baby Fork and Spoon Set| Stainless Steel Childrens Kids Cutlery| Baby Cutlery Self Feeding 12 Months Plus with Silicone Holding Anti-Choke Design (Blue/Brown/Red)
PandaEar£5.784.7★
PandaEar 6 Pack Toddler Cutlery Set| Baby Fork and Spoon Set| Stainless Steel Childrens Kids Cutlery Self Feeding 12 Months Plus with Silicone Holding
PandaEar£6.654.8★
What buyers say about baby cutlery
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“Easy to use”
“Great size”
“Nice little spoons my baby has good grip on these”
“Good value for money”
“Lovely colours”
“Good spoons for infants🥰 Lovely spoons...Best for infants😍 I love it”
“brilliant design love it”
“Durable”
“Perfect gift”
What buyers complain about
“The spoon is very loose”
“The only difficulty is in cleaning them”
“Its also a bit fiddly to get fine bits of food out of the grooves”
“Expensive when its only one spoon and one fork and crap quality”
“Different colour”
“No suction”
“Good handle not a proper spoon shape cant fit very much food on the spoon baby (12m)”
“Not sharp”
“on this occasion one of the spoons arrived with black marks in the plastic that wouldnt wash off”
“everything else is rubbish silicone cutlery is way too thick for weaning a baby their mouths are only little”
Top return reasons
Common questions
- Is baby cutlery profitable to sell on Amazon United Kingdom?
- The niche generates £79K/yr across 28 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -12.3%. Flapen's verdict: Skip it (39/100).
- How competitive is the baby cutlery niche?
- 12 brands and 38 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in baby cutlery?
- Top complaints mined from reviews: Size-Overall, Ease Of Cleaning, Ease Of Use. The return rate is 0.4%.
- When does demand for baby cutlery peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the baby cutlery niche?
- Listings span £2.53–£17.52; the average listing price is £6.64 (sweet spot $15–$100). The average incumbent carries 5,098 reviews — the moat a new listing must climb.