Is baby towel profitable to sell on Amazon United Kingdom?

The niche generates £159K/yr across 26 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -10.2%. Flapen's verdict: Skip it (47/100).

How competitive is the baby towel niche?

17 brands and 34 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 62% of demand.

What do buyers complain about in baby towel?

Top complaints mined from reviews: Quality-Overall, Hard Feel, Material Quality. The return rate is 0.6%.

When does demand for baby towel peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the baby towel niche?

Listings span £5.74–£16.64; the average listing price is £10.39 (sweet spot $15–$100). The average incumbent carries 1,217 reviews — the moat a new listing must climb.

baby towel

Skip it

Prices mostly outside the sweet spot ($5.74–$16.64) — this niche doesn't clear our bar today.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Brand share

Good62%

top-5 brand share — brands hold most of the demand

Competition

Good49%

top-5 click share — leaders hold, buyers still browse

Review moat

Good1,217.08

avg incumbent reviews — the moat a new listing must climb

Conversion

Okay3.1%

search→purchase rate — share of searches ending in a sale

Avg price

Okay£10.39

avg listing price — sweet spot $15–$100

Market size

Okay£159K

£159K/yr · 498K searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Bad-10.2%

90-day search growth — must beat 0% to launch

Price range

Bad£5.74–£16.64

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, baby towel is a £159K/yr Amazon United Kingdom market (498K searches/yr). The top 5 brands hold 62% of demand. Verdict: Skip it — 47/100.

Data updated Jul 18, 2026 · scored weekly · How we score niches

baby towel market data

Units sold / yr: 15K–20K; avg 500–750/product
Revenue / yr: £156K–£208K; units × avg price
Conversion rate: 3.1%
Avg BSR: #14
Page quality: 0%
Prime: 92%
Sponsored: 88%
Out of stock: 0.0%
Avg brand age: 38 months
Avg seller age: 178 days

Competition & brand share

The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.

Brands

17 flat

Sellers

Top-5 brand share

62%

Top 20: 100%

Top-5 click share

49%

Top 20: 93%

Open market

31%

eLLi & Raff26%
Aolso13%
Soft Touch8%
HAGOT8%
Blissful Diary8%
Asnewkit7%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -10.2% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top baby towel search terms

baby towel130K/yr -2.1%2.5% conv.
baby towels78K/yr -6.2%2.1% conv.
baby towels newborn71K/yr -22.3%2.9% conv.
hooded baby towel45K/yr -6.7%1.8% conv.
baby bath towel42K/yr -17.1%2.5% conv.
baby hooded towel28K/yr +5.2%1.6% conv.
baby towel with hood23K/yr -30.5%2.9% conv.
hooded towel baby11K/yr -7.8%1.7% conv.
baby bath towels12K/yr -31.1%2.0% conv.
baby hooded towel newborn8K/yr -9.1%1.8% conv.

All search terms

Top baby towel 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

2pk Hooded Baby Towel White

eLLi & Raff£8.284.6★3,886 rev

Soft Touch Newborn Essentials 100% Cotton Embroidered Hooded Baby Towel 70 x 70cm for Baby Boys and Girls 0-24 Months (2-Packs)

Soft Touch£14.504.5★158 rev

HAGOT Hooded Towel for Babies 80 x 80 cm Baby Bath Towel Baby Bath Towel Made of Coral Fleece Babies Newborns Blue

HAGOT£5.764.6★504 rev

Hooded Baby Towel Baby Bath Towels with Hood Unique Animal Design Baby Towel with Hood Soft Absorbent Baby Bath Towels for Newborn Baby Boy and Girl (White)

Asnewkit£7.834.6★604 rev

2 Soft White Elli and Raff Baby Hooded Bath Time Towel 100% Cotton Baby Gift (Pink)

eLLi & Raff£8.284.8★777 rev

Newest

by launch date

Blissful Diary Muslin Baby Hooded Towel 2 Pack Soft & Absorbent Bath Towel for Infant Toddler Unisex Baby Gift Newborn Essentials Bear & Lamb

Blissful Diary£13.69144 rev

5mo ago

Wnzdp Baby Towel 80x80cm Baby Towels Newborn with Hood Soft and Absorbent Animal Bear Design Large Baby Bath Towel for Boys and Girls Infant (White)

Wnzdp£6.894 rev

8mo ago

JNGTKL 2 Pack 80x80cm Baby Bath Towels Newborn Hooded Towels

JNGTKL£9.8618 rev

10mo ago

Soft Touch Newborn Essentials 100% Cotton Embroidered Hooded Baby Towel 70 x 70cm for Baby Boys and Girls 0-24 Months (2-Packs)

Soft Touch£14.50158 rev

1y ago

Aolso Hooded Baby Towel 3 PCs Baby Bath Towels with Hood 80x80cm Soft and Absorbent Hooded Towels for Kids Newborn and Infant Baby Shower Gifts(White/Gray/Pink)

Aolso£10.25910 rev

1y ago

What buyers say about baby towel

What buyers praise and complain about, mined from review topics.

What buyers love

Soft Feel35%

“Lovely and soft”

Quality-Overall16%

“Good quality towels”

Size-Overall7%

“Good size and great quality”

Advertised Vs Actual Product6%

“As advertised”

Value For Money6%

“Good value for money”

Absorbency4%

“This item is just as described, so soft and absorbant”

Moist/Dry3%

“quickly dry”

Washability3%

“They wash well”

Design-Overall3%

“cute design”

Color2%

“The colours are bright”

What buyers complain about

Quality-Overall12%

“Poor quality”

Hard Feel9%

“Not soft at all”

Material Quality8%

“Not the best quality is good if you use an actual cotton towel to dry first”

Washability7%

“washed million times do not bobble”

Moist/Dry7%

“doesnt catch on dry skin like other towels”

Thickness6%

“Could be a little thicker”

Color6%

“Upon inspecting the towels and washcloths, I noticed small stains and several inconsistencies in the color”

Weight Light5%

“Too light”

Product Condition3%

“The gift bags arrived grubby. reused”

Absorbency3%

“not absorbing well”

Top return reasons

Quality-Overall24%

Material Quality19%

Size-Overall12%

Thin11%

Color7%

Hard Feel6%

Thickness3%

Advertised Vs Actual Product3%