breastfeeding
Skip itPrices mostly outside the sweet spot ($2.43–$16.53) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Incredible15.0%search→purchase rate — share of searches ending in a sale
Market size
Good£687K£687K/yr · 540K searches
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Competition
Bad71%top-5 click share — a locked-up shelf
Review moat
Bad4,934.71avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£8.49avg listing price — sweet spot $15–$100
Growth
Bad-12.2%90-day search growth — must beat 0% to launch
Price range
Bad£2.43–£16.53cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, breastfeeding is a £687K/yr Amazon United Kingdom market (540K searches/yr). The top 5 brands hold 86% of demand. Demand peaks in Aug. Verdict: Skip it — 47/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
breastfeeding market data
- Units sold / yr
- 80K–100K
- avg 10,000–12,500/product
- Revenue / yr
- £679K–£849K
- units × avg price
- Conversion rate
- 15.0%
- Avg BSR
- #74
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 79%
- Out of stock
- 0.0%
- Avg brand age
- 39 months
- Avg seller age
- 178 days
Competition & brand share
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.Brands
10 rising
Sellers
34
Top-5 brand share
86%
Top 20: 100%
Top-5 click share
71%
Top 20: 100%
Open market
11%
- Lansinoh51%
- Lil-Lets12%
- NEATS11%
- XJSGS6%
- Frida Mom6%
- Medela4%
- Open — no brand owns it (4 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -12.2% search growth over the last 90 days.Peak months: Aug · busiest ÷ quietest = 2.2×
Top breastfeeding search terms
- breast pads284K/yr
- nipple pads44K/yr
- lansinoh breast pads46K/yr
- nursing pads35K/yr
- breast pads maternity36K/yr
- disposable breast pads18K/yr
- lansinoh maternity pads9K/yr
- breast pad9K/yr
- nipple pads breast-feeding12K/yr
- breastfeeding pads8K/yr
Top breastfeeding 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 14 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Lansinoh Disposable Breast Pads Maternity - 60 Pack - Ultra-Thin & Abosrbent Nursing Pads with BlueLock Core Leak-Proof Protection - Holds 20x Weight - Individually Wrapped -Breastfeeding Essentials
Lansinoh£4.184.8★21,902 rev
Lil-Lets Maternity BreastPads X 120 Count Disposable Nursing Pads for Breastfeeding Mums Individually Wrapped Ultra Slim & Absorbent 4 Packs
Lil-Lets£6.744.5★1,580 rev
Lansinoh Disposable Breast Pads - Leakproof & Ultra Thin Absorbent Maternity Pads - Discreet Fit Nursing Pads Breastfeeding Essentials - 100 Pack
Lansinoh£8.624.8★817 rev
XJSGS Nipple Covers Nipple Pasties Invisible Silicone Nipple Cover Reusable Adhesive Nipple Stickers(2pairs)
XJSGS£5.354.3★2,684 rev
Frida Mom Nursing Pads Disposable Nursing Pads with Ultra Absorbency and Soft Texture Breastfeeding Essentials 60ct
Frida Mom£6.484.5★49 rev
Newest
by launch date
NEATS Grippy Nipple Covers for Women Reusable Hypoallergenic Silicone Pasties Non-Adhesive Body-Heat Activated Invisible No-Show Breast Covers Champagne
NEATS£15.94203 rev
Nuliie Leakproof Ultra-Thin Disposable Breast Pads Super Absorbent & Breathable Nursing Pads Featherlight & Discreet Fit for Maternity & Breastfeeding Individually Wrapped 100 Pack
Nuliie£7.911,067 rev
Medela Ultra-Breathable Nursing Pads Highly Absorbent Discreet Design for Comfortable Wear Pack of 60
Medela£5.191,399 rev
Lansinoh Disposable Breast Pads - Leakproof & Ultra Thin Absorbent Maternity Pads - Discreet Fit Nursing Pads Breastfeeding Essentials - 100 Pack
Lansinoh£8.62817 rev
NEATS Nipple Covers for Women Reusable & Hypoallergenic Silicone Pasties Adhesive Breast Petals (Champagne 10cm)
NEATS£16.233,429 rev
Trending
90-day click momentumNEATS Nipple Covers for Women Reusable & Hypoallergenic Silicone Pasties Adhesive Breast Petals (Champagne 10cm)
NEATS£16.234.3★
NEATS Nipple Covers for Women Reusable & Hypoallergenic Silicone Pasties Adhesive Breast Petals (Champagne 8cm)
NEATS£16.294.3★
NEATS Grippy Nipple Covers for Women Reusable Hypoallergenic Silicone Pasties Non-Adhesive Body-Heat Activated Invisible No-Show Breast Covers Champagne
NEATS£15.944.0★
XJSGS Nipple Covers Nipple Pasties Invisible Silicone Nipple Cover Reusable Adhesive Nipple Stickers(2pairs)
XJSGS£5.354.3★
Frida Mom Nursing Pads Disposable Nursing Pads with Ultra Absorbency and Soft Texture Breastfeeding Essentials 60ct
Frida Mom£6.484.5★
What buyers say about breastfeeding
What buyers praise and complain about, mined from review topics.What buyers love
“The quality is good, they are quilted and thick”
“Highly absorbent”
“reasonable price”
“These are comfortable”
“don't leak”
“glue sticks well”
“Soft, reliable and actually stay put – a great everyday essential”
“Easy to use”
“The pack size is practical”
“Breastfeeding made easier”
What buyers complain about
“DO not stick”
“Poor absorbency”
“Rubbish”
“deteriorated whilst wearing them”
“A little expensive for what they are”
“Too thick to be invisible”
“in reality they are not fit for purpose”
“End up soaked”
“Dont think theyre worth it, feel like they move and dont stay in place when bra is lowered down to breastfeed and material rubs and causes nipple irritation”
“Unfortunately, the pad leaked badly during use, which resulted in my t-shirt and clothing becoming completely wet”
Top return reasons
Common questions
- Is breastfeeding profitable to sell on Amazon United Kingdom?
- The niche generates £687K/yr across 14 tracked products. 90-day search growth is -12.2%. Flapen's verdict: Skip it (47/100).
- How competitive is the breastfeeding niche?
- 10 brands and 34 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 86% of demand.
- What do buyers complain about in breastfeeding?
- Top complaints mined from reviews: Adhesion/Stickiness, Absorbency, Quality-Overall. The return rate is 0.2%.
- When does demand for breastfeeding peak?
- Demand peaks in Aug; the busiest month runs 2.2× the quietest.
- What does it cost to enter the breastfeeding niche?
- Listings span £2.43–£16.53; the average listing price is £8.49 (sweet spot $15–$100). The average incumbent carries 4,935 reviews — the moat a new listing must climb.