Is dummy profitable to sell on Amazon United Kingdom?

The niche generates £1.4M/yr across 121 tracked products. 3 of 26 products launched in the last 360 days are still selling. 90-day search growth is -9.4%. Flapen's verdict: Worth a look (55/100).

How competitive is the dummy niche?

8 brands and 104 sellers compete. The top 5 products take 18% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in dummy?

Top complaints mined from reviews: Color, Brightness/Shine/Glow, Value For Money. The return rate is 0.1%.

When does demand for dummy peak?

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

What does it cost to enter the dummy niche?

Listings span £0.52–£23.80; the average listing price is £8.18 (sweet spot $15–$100). The average incumbent carries 1,587 reviews — the moat a new listing must climb.

dummy

Worth a look

Shows low returns (0.1%), but brand-locked demand (top 5 brands take 98% of clicks) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Competition

Incredible18%

top-5 click share — an open shelf

Market size

Great£1.4M

£1.4M/yr · 2.9M searches

Conversion

Good5.8%

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

Review moat

Okay1,586.72

avg incumbent reviews — the moat a new listing must climb

Price range

Okay£0.52–£23.80

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

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Avg price

Bad£8.18

avg listing price — sweet spot $15–$100

Growth

Bad-9.4%

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

Brand share

Bad98%

top-5 brand share — brand-locked demand

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.

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

dummy market data

Units sold / yr: 150K–200K; avg 1,250–1,500/product
Revenue / yr: £1.2M–£1.6M; units × avg price
Conversion rate: 5.8%
Avg BSR: #30
Page quality: 0%
Prime: 100%
Sponsored: 62%
Out of stock: 3.9%
Avg brand age: 47 months
Avg seller age: 167 days

Competition & brand 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

MAM49%
Tommee Tippee32%
NUK15%
AVENT1%
Bibs1%
HALLS1%
Open — no brand owns it (2 brands, 1%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -9.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top dummy search terms

tommee tippee dummies451K/yr +0.5%4.8% conv.
mam dummies 0-6 months283K/yr +8.5%6.1% conv.
mam dummies469K/yr -34.7%4.5% conv.
mam dummies 18-36 months235K/yr -5.3%12.4% conv.
dummy214K/yr -4.4%2.8% conv.
dummies150K/yr -4.0%3.1% conv.
dummies 18-36 months127K/yr -4.7%8.4% conv.
newborn dummies108K/yr -20.5%3.8% conv.
nuk dummies 0-6 months108K/yr -15.1%5.9% conv.
pacifier90K/yr -8.4%1.8% conv.

All search terms

Top dummy 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

MAM£5.934.8★788 rev

Tommee Tippee Fun Soothers 18-36m 6 Pack Symmetrical Silicone Teat Orthodontic Design BPA-Free Dummy Breathable Air Holes

Tommee Tippee£9.944.8★2,276 rev

MAM£5.674.7★1,056 rev

MAM£5.614.7★1,056 rev

MAM£9.834.6★157 rev

Newest

by launch date

Tommee Tippee Ultra-Light StayPut Night Glow Dummy 6-18m 2 Pack Glow in The Dark Lightweight Soft Skin Feel Extra Air Flow

Tommee Tippee£6.1262 rev

MAM£10.48157 rev

MAM£10.33157 rev

MAM£12.57258 rev

MAM£12.91258 rev

What buyers say about dummy

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

What buyers love

Quality-Overall20%

“Great quality, arrived quickly, hopefully baby likes”

Value For Money13%

“Good for the price”

Brightness/Shine/Glow8%

“they glow super bright”

Ease Of Cleaning6%

“Easy to clean”

Color6%

“Beautiful colours”

Design-Overall6%

“Design are very cute”

Size-Overall4%

“brilliant range of sizes”

Taste-Overall4%

“the cheery ones taste very nice”

Advertised Vs Actual Product4%

“Does the job”

Durability4%

“Theyve held up well with regular use and cleaning”

What buyers complain about

Color13%

“Not the colors I ordered”

Brightness/Shine/Glow8%

“Doesnt glow in the night”

Value For Money8%

“Slightly overpriced”

Size-Overall7%

“It seemed they were short”

Shape/Style6%

“My baby absolutely hated these the shape is quite unusual”

Durability5%

“Breaking constantly”

Quality-Overall5%

“Poor quality the dummy were yellow”

Advertised Vs Actual Product4%

“Falsely advertised”

Age Suitability4%

“Baby didnt take it”

Color Fading/Discoloration2%

“These dummies are discoloured binned all 3 packs what a waste”

Top return reasons

Size-Overall50%

Advertised Vs Actual Product13%

Age Suitability13%

Color4%

Defective Material/Parts4%

Quality-Overall4%

Material Quality4%

Ease Of Cleaning4%

Durability4%

Color Fading/Discoloration4%

Common questions

Is dummy profitable to sell on Amazon United Kingdom?: The niche generates £1.4M/yr across 121 tracked products. 3 of 26 products launched in the last 360 days are still selling. 90-day search growth is -9.4%. Flapen's verdict: Worth a look (55/100).
How competitive is the dummy niche?: 8 brands and 104 sellers compete. The top 5 products take 18% of clicks and top 5 brands hold 98% of demand.
What do buyers complain about in dummy?: Top complaints mined from reviews: Color, Brightness/Shine/Glow, Value For Money. The return rate is 0.1%.
When does demand for dummy peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the dummy niche?: Listings span £0.52–£23.80; the average listing price is £8.18 (sweet spot $15–$100). The average incumbent carries 1,587 reviews — the moat a new listing must climb.

dummy

dummy market data

Competition & brand share

Demand & seasonality

Top dummy search terms

Top dummy products on Amazon

Top sellers

Newest

Trending

What buyers say about dummy

What buyers love

What buyers complain about

Top return reasons

Common questions

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