Dummy
Dummy shows low returns (0.1%), but brand-locked demand (top 5 brands take 98% of clicks) keeps it on the watch list.
Flapen Score
Top 19% of 638 Baby Products niches · +8 vs the category median of 47
Is Dummy profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Dummy is a £1.4M/yr Amazon United Kingdom market (2.9M searches/yr). The top 5 brands hold 98% of demand. Verdict: Worth a look — 55/100.
Dummy: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -9.4% over the last 90 days and 5.8% of searches end in a purchase.
£1.4M
revenue / yr
Who owns the niche?
The top 5 brands hold 98% of demand, so 2% of the market is open.
2%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.
0/100
page quality · 121 products
Top Dummy products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
MAM Original Soothers | 0-6 Months | 2 Pack | Comes in Dummy Steriliser Case | Sustainable Materials | Baby Accessories for Newborn | Blue/Cream (Various Designs)
- Price
- £5.93
- Rating
- 4.8/5
- Reviews
- 788
- Age
- 2y ago
Tommee Tippee Fun Soothers 18-36m 6 Pack Symmetrical Silicone Teat Orthodontic Design BPA-Free Dummy Breathable Air Holes
- Price
- £9.94
- Rating
- 4.8/5
- Reviews
- 2,276
- Age
- 3y ago
MAM Original Soothers | 18-36 Months | Pack of 2 | Comes in Dummy Steriliser Box | Sustainable Materials | Baby Accessories | Blue/Green (Various Designs)
- Price
- £5.67
- Rating
- 4.7/5
- Reviews
- 1,056
- Age
- 2y ago
MAM Original Soothers | 18-36 Months | Pack of 2 | Comes in Dummy Steriliser Box | Sustainable Materials | Baby Accessories | Pink/Lilac (Various Designs)
- Price
- £5.61
- Rating
- 4.7/5
- Reviews
- 1,056
- Age
- 2y ago
MAM Original Day & Night Soothers | 0-6 Months | 4 Pack | Includes 2X Glow in The Dark Dummies | Orthodontic Design | Baby Accessories | Blue (Various Designs)
- Price
- £9.83
- Rating
- 4.6/5
- Reviews
- 157
- Age
- 1y ago
Trending
90-day click momentumMAM Original Day & Night Soothers | 0-6 Months | 4 Pack | Includes 2X Glow in The Dark Dummies | Orthodontic Design | Baby Accessories | Blue (Various Designs)
- Price
- £9.83
- Rating
- 4.6/5
- Reviews
- 157
- Age
- 1y ago
Tommee Tippee Ultra-Light StayPut Night Glow Dummy 6-18m 2 Pack Glow in The Dark Lightweight Soft Skin Feel Extra Air Flow
- Price
- £6.12
- Rating
- 4.6/5
- Reviews
- 62
- Age
- 9mo ago
MAM Original Soothers | 0-6 Months | 2 Pack | Comes in Dummy Steriliser Case | Made from Sustainable Materials | Baby Accessories for Newborn | Cream/Grey (Plain)
- Price
- £6.15
- Rating
- 4.8/5
- Reviews
- 788
- Age
- 2y ago
NUK Signature Day & Night Baby Dummy | 6-18 months | Soothes 95% of Babies | Heart-Shaped BPA-Free Silicone Soothers | Glow-in-the-Dark | Stars | 4 Count
- Price
- £6.41
- Rating
- 4.6/5
- Reviews
- 1,757
- Age
- 3y ago
MAM Perfect Night Soothers | 0-6 Months | 2 Pack | Glow in The Dark Dummies | Comes in Dummy Steriliser Case | Baby Accessories for Newborn | White (Various Designs)
- Price
- £6.95
- Rating
- 4.5/5
- Reviews
- 572
- Age
- 6y ago
Newest
by launch dateTommee Tippee Ultra-Light StayPut Night Glow Dummy 6-18m 2 Pack Glow in The Dark Lightweight Soft Skin Feel Extra Air Flow
- Price
- £6.12
- Rating
- 4.6/5
- Reviews
- 62
- Age
- 9mo ago
MAM Original Day & Night Soothers | 0-6 Months | 4 Pack | Includes 2x Glow in The Dark Dummies | Orthodontic Design | Baby Accessories | Beige (Various Designs)
- Price
- £10.48
- Rating
- 4.6/5
- Reviews
- 157
- Age
- 1y ago
MAM Original Day & Night Soothers | 0-6 Months | 4 Pack | Includes 2X Glow in The Dark Dummies | Orthodontic Design | Baby Accessories | Pink (Various Designs)
- Price
- £10.33
- Rating
- 4.6/5
- Reviews
- 157
- Age
- 1y ago
MAM Original Day & Night Soothers | 18-36 Months | 4 Pack | Includes 2X Glow in The Dark Dummies | Orthodontic Design | Baby Accessories | Blue (Various Designs)
- Price
- £12.57
- Rating
- 4.8/5
- Reviews
- 258
- Age
- 1y ago
MAM Original Day & Night Soothers | 18-36 Months | 4 Pack | Includes 2X Glow in The Dark Dummies | Orthodontic Design | Baby Accessories | Blue (Various Designs)
- Price
- £12.91
- Rating
- 4.8/5
- Reviews
- 258
- Age
- 1y ago
Competition: brands, sellers & click share
Clicks spread well past the top 5 (18% combined) — an open shelf where new products get seen.
Brands
8 falling
Sellers
104
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
18%
Top 20: 47%
Open market
1%
- MAM49%
- Tommee Tippee32%
- NUK15%
- AVENT1%
- Bibs1%
- HALLS1%
- Open — no brand owns it (2 brands, 1%)
Dummy demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.4×
Top Dummy search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- tommee tippee dummies451K/yr
- mam dummies 0-6 months283K/yr
- mam dummies469K/yr
- mam dummies 18-36 months235K/yr
- dummy214K/yr
- dummies150K/yr
- dummies 18-36 months127K/yr
- newborn dummies108K/yr
- nuk dummies 0-6 months108K/yr
- pacifier90K/yr
What reviews say buyers love and hate about Dummy
What buyers mention most, as a share of all reviews.
What buyers love
76% of reviews“Great quality, arrived quickly, hopefully baby likes”
“Good for the price”
“they glow super bright”
“Easy to clean”
“Beautiful colours”
What buyers complain about
63% of reviews“Not the colors I ordered”
“Doesnt glow in the night”
“Slightly overpriced”
“It seemed they were short”
“My baby absolutely hated these the shape is quite unusual”
Dummy return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
68%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Dummy questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
