cot mattress
Worth a lookShows a sweet-spot price point ($25.44 avg), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Avg price
Incredible£25.44avg listing price — sweet spot $15–$100
Price range
Great£10.11–£52.56cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Great1.6%return rate — above 6% kills the launch gate
Market size
Good£663K£663K/yr · 632K searches
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Brand share
Good74%top-5 brand share — brands hold most of the demand
Conversion
Good4.1%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,727.03avg incumbent reviews — the moat a new listing must climb
Growth
Bad-13.0%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, cot mattress is a £663K/yr Amazon United Kingdom market (632K searches/yr). The top 5 brands hold 74% of demand. Verdict: Worth a look — 56/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 25K–30K
- avg 750–1,000/product
- Revenue / yr
- £636K–£763K
- units × avg price
- Launch success
- —
- 2 of 4 new (360d)
- Conversion rate
- 4.1%
- Avg BSR
- #19
- Page quality
- 0%
- Prime
- 53%
- Sponsored
- 87%
- Out of stock
- 3.2%
- Avg brand age
- 55 months
- Avg seller age
- 184 days
Competition
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
16 rising
Sellers
21
Top-5 brand share
74%
Top 20: 100%
Top-5 click share
47%
Top 20: 90%
Open market
22%
- Mother Nurture45%
- iSTYLE MODE BETTER HOME CHOICE10%
- Twinklesleep6%
- AMANSTYLE LTD6%
- Foam & Upholstery Warehouse6%
- Yoofoss5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -13.0% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
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 30 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Mother Nurture Classic Eco Fibre Cot Bed Mattress - Hypoallergenic Easy Clean Quilted Cover Reversible Water Resistant Baby Cot Mattress Firm & Supportive White BSI Tested - Size 140x70 x10cm
Mother Nurture£31.994.6★12,488 rev
Mother Nurture Classic Eco Fibre Cot Bed Mattress - Reversible Water Resistant Baby Cot Mattress Firm & Supportive Hypoallergenic Easy Clean Quilted Cover White BSI Tested - Size 120 x 60 x 5cm
Mother Nurture£21.734.6★12,488 rev
Mother Nurture Eco Fibre Cot Bed Mattress (120 x 60cm x 10cm) Breathable Baby Cot Bed Mattress for Comfy Nights Sleep Reversible & Hypoallergenic with Removable Cover for Easy Clean BSI Tested
Mother Nurture£24.444.5★2,649 rev
Twinklesleep Hypoallergenic Baby Cot Mattress - 140 x 70 x 10 cm | Firm & Supportive | Soft Quilted Cover | Hypoallergenic & Temperature Control | Water Resistant Easy Clean | Universal Fit | UK-Made
Twinklesleep£30.924.5★432 rev
iSTYLE MODE BETTER HOME CHOICE Baby Toddler Cot Bed Fully Breathable Foam Mattress & Waterproof Cover (120 x 60 x 5) White
iSTYLE MODE BETTER HOME CHOICE£17.604.4★4,366 rev
Newest
by launch date
Yoofoss Waterproof Cot Bed Mattress Protector 120 x 60 cm Breathable Toddler Bed Mattress Protector Comfortable Noiseless White
Yoofoss£10.137,637 rev
Gwydre Cot Mattress 140x70x10cm
Gwydre£36.40215 rev
AMANSTYLE LTD Toddler Cot Mattress 120 x 60 x 5 cm Baby Cot Bed Mattress Breathable Hypoallergenic & Anti-Allergenic Polycotton Cover Firm Support Removable & Washable Cover UK Made
AMANSTYLE LTD£16.7623 rev
Gwydre Cot Mattress 120x60x10cm
Gwydre£30.29215 rev
ACOMOPACK Baby Play Mat: 3.5CM Thick Memory Foam Non-Slip Extra-Large Crawling mat for Infants/Toddlers. (100×150×3.5cm Blue)
ACOMOPACK£52.56327 rev
Trending
90-day click momentumACOMOPACK Baby Play Mat: 3.5CM Thick Memory Foam Non-Slip Extra-Large Crawling mat for Infants/Toddlers. (100×150×3.5cm Blue)
ACOMOPACK£52.564.5★
Baby and Toddler Cot Bed Mattress with Quilted Breathable Zipped Cover Medium Firm Foam Travel Cot Mattress Perfect for Graco M&P Bed Cots with Removable Machine Washable Cover (140 X 70 X 7.5 CM)
AMANSTYLE LTD£20.204.5★
Gwydre Cot Mattress 120x60x10cm
Gwydre£30.294.4★
Gwydre Cot Mattress 140x70x10cm
Gwydre£36.404.4★
AMANSTYLE LTD Toddler Cot Mattress 120 x 60 x 5 cm Baby Cot Bed Mattress Breathable Hypoallergenic & Anti-Allergenic Polycotton Cover Firm Support Removable & Washable Cover UK Made
AMANSTYLE LTD£16.764.4★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Great quality mattress”
“Feels comfortable”
“True to size also”
“Good price”
“Good mattress”
“As described”
“Thick and very durable”
“Quite soft”
“Rock solid”
“Great for travel”
What buyers complain about
“was a couple of cms thick”
“The quality is not as described”
“it doesn't fit the cot bed which is the actual matress size”
“Not as advertised”
“very cheap and hard”
“doesn't last as well as expected”
“even my child smelled like the chemicals”
“It's really cheap plastic material”
“It is uncomfortable”
“So unfortunately shape retention has failed”
Top return reasons
Common questions
- Is cot mattress profitable to sell on Amazon United Kingdom?
- The niche generates £663K/yr across 30 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is -13.0%. Flapen's verdict: Worth a look (56/100).
- How competitive is the cot mattress niche?
- 16 brands and 21 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 74% of demand.
- What do buyers complain about in cot mattress?
- Top complaints mined from reviews: Thickness, Quality-Overall, Size-Overall. The return rate is 1.6%.
- When does demand for cot mattress peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the cot mattress niche?
- Listings span £10.11–£52.56; the average listing price is £25.44 (sweet spot $15–$100). The average incumbent carries 2,727 reviews — the moat a new listing must climb.
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