---
title: "Cot Mattress — £663K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/cot-mattress"
last_updated: "2026-07-21T11:19:47.580Z"
locale: en
meta:
description: "Niche score 56/100 · £663K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 56/100 · £663K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Cot Mattress — £663K/yr Amazon UK Niche (2026) - Flapen"
---
# **cot mattress**
**Worth a look**
Shows a sweet-spot price point ($25.44 avg), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 67Growth 19Conversion 51Competition 63Returns 84Price range 86Avg price 95Brand share 52Review moat 38Quality gap 40
**Avg price**
**Incredible****£25.44**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£10.11–£52.56**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Returns**
**Great****1.6%**
return rate — above 6% kills the launch gate
**Market size**
**Good****£663K**
£663K/yr · 632K searches
**Competition**
**Good****47%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Good****74%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Good****4.1%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Okay****2,727.03**
avg 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 ~~](https://flapen.com/research/methodology)
## **cot mattress 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 & brand share**
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.
23K18KSpike '24Prime Day '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/baby-products/cot-mattress/trend)
## **Top cot mattress search terms**
- **cot mattress 120 x 60cm**93K/yr-9.0%5.5% conv. - **cot mattress**82K/yr-18.1%1.8% conv. - **cot bed mattress**73K/yr-12.3%3.1% conv. - **cot mattress 140 x 70**64K/yr-12.0%5.6% conv. - **toddler bed mattress**47K/yr-15.2%2.4% conv. - **toddler mattress**33K/yr-5.7%2.0% conv. - **baby mattress**33K/yr-1.4%0.5% conv. - **140x70 cot bed mattress**35K/yr-33.6%4.1% conv. - **toddler mattress 140 x 70**25K/yr-9.2%4.6% conv. - **120x60 cot mattress**22K/yr-7.8%5.7% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/cot-mattress/search-terms)
## **Top cot mattress 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%5%£33K10%£66K15%£99K20%£133K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 30 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£31.99**4.6★12,488 rev](https://www.amazon.co.uk/dp/B075GS3LML) [2**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**£21.73**4.6★12,488 rev](https://www.amazon.co.uk/dp/B0B88RV9NS) [3**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**£24.44**4.5★2,649 rev](https://www.amazon.co.uk/dp/B00CBAWDXY) [4**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**£30.92**4.5★432 rev](https://www.amazon.co.uk/dp/B0CV7TTSMQ) [5**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**£17.60**4.4★4,366 rev](https://www.amazon.co.uk/dp/B074J93VGB)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Yoofoss Waterproof Cot Bed Mattress Protector 120 x 60 cm Breathable Toddler Bed Mattress Protector Comfortable Noiseless White**Yoofoss**£10.13**7,637 rev10mo ago](https://www.amazon.co.uk/dp/B0FJR39J77) [**Gwydre Cot Mattress 140x70x10cm**Gwydre**£36.40**215 rev10mo ago](https://www.amazon.co.uk/dp/B0FQNYFN1Q) [**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**£16.76**23 rev11mo ago](https://www.amazon.co.uk/dp/B0FMYH2BGT) [**Gwydre Cot Mattress 120x60x10cm**Gwydre**£30.29**215 rev1y ago](https://www.amazon.co.uk/dp/B0FHJQ4KZY) [**ACOMOPACK Baby Play Mat: 3.5CM Thick Memory Foam Non-Slip Extra-Large Crawling mat for Infants/Toddlers. (100×150×3.5cm Blue)**ACOMOPACK**£52.56**327 rev1y ago](https://www.amazon.co.uk/dp/B0FFN1GWNY)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**ACOMOPACK Baby Play Mat: 3.5CM Thick Memory Foam Non-Slip Extra-Large Crawling mat for Infants/Toddlers. (100×150×3.5cm Blue)**ACOMOPACK**£52.56**4.5★**▲ 273%**](https://www.amazon.co.uk/dp/B0FFN1GWNY) [**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**£20.20**4.5★**▲ 252%**](https://www.amazon.co.uk/dp/B0BZT667CQ) [**Gwydre Cot Mattress 120x60x10cm**Gwydre**£30.29**4.4★**▲ 203%**](https://www.amazon.co.uk/dp/B0FHJQ4KZY) [**Gwydre Cot Mattress 140x70x10cm**Gwydre**£36.40**4.4★**▲ 180%**](https://www.amazon.co.uk/dp/B0FQNYFN1Q) [**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**£16.76**4.4★**▲ 132%**](https://www.amazon.co.uk/dp/B0FMYH2BGT)
**~~View all trending →~~**
## **What buyers say about cot mattress**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**23%
*“Great quality mattress”*
**Comfort-Overall**16%
*“Feels comfortable”*
**Size-Overall**14%
*“True to size also”*
**Value For Money**10%
*“Good price”*
**Foam**6%
*“Good mattress”*
**Advertised Vs Actual Product**5%
*“As described”*
**Thickness**5%
*“Thick and very durable”*
**Soft Feel**4%
*“Quite soft”*
**Strength**1%
*“Rock solid”*
**Portability**1%
*“Great for travel”*
### **What buyers complain about **
**Thickness**16%
*“was a couple of cms thick”*
**Quality-Overall**15%
*“The quality is not as described”*
**Size-Overall**12%
*“it doesn't fit the cot bed which is the actual matress size”*
**Advertised Vs Actual Product**10%
*“Not as advertised”*
**Hard Feel**7%
*“very cheap and hard”*
**Durability**5%
*“doesn't last as well as expected”*
**Smell**3%
*“even my child smelled like the chemicals”*
**Material Quality**2%
*“It's really cheap plastic material”*
**Comfort-Overall**2%
*“It is uncomfortable”*
**Shape/Style**2%
*“So unfortunately shape retention has failed”*
### **Top return reasons **
**Size-Overall**67%
**Thin**6%
**Quality-Overall**6%
**Thickness**4%
**Advertised Vs Actual Product**3%
**Comfort-Overall**2%
**Hard Feel**2%
**Material Quality**2%
**Soft Feel**1%
**Compatibility-Overall**1%
## **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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