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 6% 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

Market data

Units sold / yr: 150K–200K; avg 1,250–1,500/product
Revenue / yr: £1.2M–£1.6M; units × avg price
Launch success: 12%; 3 of 26 new (360d)
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

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

Product shelf

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 121 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

MAM£11.64157 rev

3mo ago

Tommee Tippee NightGlow Dummy 18-36 Months 4 Pack Glow in The Dark Orthodontic Soother Air Holes Symmetrical Teat Steriliser Safe BPA Free Twilight Tones

Tommee Tippee£11.154,221 rev

7mo ago

Tommee Tippee Ultimate Fit Soother 6-18 Months 4 Pack Orthodontic Dummy for Babies Symmetrical Teat Air Holes 100% BPA Free Silicone Steriliser Safe Club House Collection

Tommee Tippee£11.38737 rev

7mo ago

Tommee Tippee Newborn Soother 0-2 Months 4 Pack Orthodontic Dummy Extra Air Holes Tiny Teat 100% BPA Free Steriliser Safe Pale Plum and Cotton Candy

Tommee Tippee£11.23279 rev

7mo ago

Tommee Tippee Ultimate Fit Soother 18-36 Months 4 Pack Orthodontic Dummy for Babies Symmetrical Teat Air Holes 100% BPA Free Silicone Steriliser Safe Club House Collection

Tommee Tippee£11.20707 rev

7mo ago

Reviews

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.

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Product shelf

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What buyers love

What buyers complain about

Top return reasons

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