---
title: "Dummy — £1.4M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/dummy"
last_updated: "2026-07-21T13:52:46.026Z"
locale: en
meta:
description: "Niche score 55/100 · £1.4M/yr market. Brand-locked demand (top 5 brands take 98% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · £1.4M/yr market. Brand-locked demand (top 5 brands take 98% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Dummy — £1.4M/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 84Growth 20Conversion 65Competition 96Returns 100Price range 38Avg price 23Brand share 5Review moat 49Quality gap 23
**Returns**
**Incredible****0.1%**
return rate — above 6% kills the launch gate
**Competition**
**Incredible****18%**
top-5 click share — an open shelf
**Market size**
**Great****£1.4M**
£1.4M/yr · 2.9M searches
**Conversion**
**Good****5.8%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Okay****1,586.72**
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**
**Bad****4.6★**
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**
**Bad****98%**
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 ~~](https://flapen.com/research/methodology)
## **dummy 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 & 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**
**1%**
- 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.
60K40KHoliday '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/baby-products/dummy/trend)
## **Top dummy search terms**
- **tommee tippee dummies**451K/yr+0.5%4.8% conv. - **mam dummies 0-6 months**283K/yr+8.5%6.1% conv. - **mam dummies**469K/yr-34.7%4.5% conv. - **mam dummies 18-36 months**235K/yr-5.3%12.4% conv. - **dummy**214K/yr-4.4%2.8% conv. - **dummies**150K/yr-4.0%3.1% conv. - **dummies 18-36 months**127K/yr-4.7%8.4% conv. - **newborn dummies**108K/yr-20.5%3.8% conv. - **nuk dummies 0-6 months**108K/yr-15.1%5.9% conv. - **pacifier**90K/yr-8.4%1.8% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/dummy/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.
0%2%£27K4%£54K6%£82K8%£109K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**MAM Original Soothers | 0-6 Months | 2 Pack | Comes in Dummy Steriliser Case | Sustainable Materials | Baby Accessories for Newborn | Blue/Cream (Various Designs)**MAM**£5.93**4.8★788 rev](https://www.amazon.co.uk/dp/B0CMV74NQZ) [2**Tommee Tippee Fun Soothers 18-36m 6 Pack Symmetrical Silicone Teat Orthodontic Design BPA-Free Dummy Breathable Air Holes**Tommee Tippee**£9.94**4.8★2,276 rev](https://www.amazon.co.uk/dp/B0B8SKYXKV) [3**MAM Original Soothers | 18-36 Months | Pack of 2 | Comes in Dummy Steriliser Box | Sustainable Materials | Baby Accessories | Blue/Green (Various Designs)**MAM**£5.67**4.7★1,056 rev](https://www.amazon.co.uk/dp/B0CMV8B65T) [4**MAM Original Soothers | 18-36 Months | Pack of 2 | Comes in Dummy Steriliser Box | Sustainable Materials | Baby Accessories | Pink/Lilac (Various Designs)**MAM**£5.61**4.7★1,056 rev](https://www.amazon.co.uk/dp/B0CMV7DDS3) [5**MAM Original Day & Night Soothers | 0-6 Months | 4 Pack | Includes 2X Glow in The Dark Dummies | Orthodontic Design | Baby Accessories | Blue (Various Designs)**MAM**£9.83**4.6★157 rev](https://www.amazon.co.uk/dp/B0FC728Q52)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**MAM Original Soothers | 0-6 Months | 4 Pack | Sustainable Materials | Baby Accessories | Blue/Beige (Various Designs)**MAM**£11.64**157 rev3mo ago](https://www.amazon.co.uk/dp/B0GTQHZSDT) [**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**£11.15**4,221 rev7mo ago](https://www.amazon.co.uk/dp/B0G39XL58Z) [**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**£11.38**737 rev7mo ago](https://www.amazon.co.uk/dp/B0G39VVJN7) [**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**£11.23**279 rev7mo ago](https://www.amazon.co.uk/dp/B0G39Y4B68) [**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**£11.20**707 rev7mo ago](https://www.amazon.co.uk/dp/B0G53HSZN7)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**NUK First Choice Baby Dummies | 0-6 Months | Orthodontic Soothers | Soothes 99% of Babies** | Red | 4 Count**NUK**£8.34**4.4★**▲ 286%**](https://www.amazon.co.uk/dp/B0FP5L1TJM) [**MAM Original Soothers | 18-36 Months | Pack of 2 | Comes in Dummy Steriliser Box | Sustainable Materials | Baby Accessories | Pink (Various Designs)**MAM**£6.11**4.7★**▲ 257%**](https://www.amazon.co.uk/dp/B0CMV6P9F9) [**MAM Original Soothers | 0-6 Months | 4 Pack | Sustainable Materials | Baby Accessories | Blue/Beige (Various Designs)**MAM**£11.64**4.6★**▲ 250%**](https://www.amazon.co.uk/dp/B0GTQHZSDT) [**Tommee Tippee Latex Ultimate Fit Soother 0-6m 2 Pack Orthodontic Dummy Microwave Sterilising Case Natural Latex Teat Air Holes 100% BPA Free Earth Bound**Tommee Tippee**£6.47**4.7★**▲ 225%**](https://www.amazon.co.uk/dp/B0G52WJDJV) [**NUK First Choice Baby Dummies | 18-36 Months | Orthodontic Soothers | Soothes 99% of Babies** | Blue | 4 Count**NUK**£7.64**4.7★**▲ 214%**](https://www.amazon.co.uk/dp/B0FP5JC9KJ)
**~~View all trending →~~**
## **What buyers say about dummy**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**20%
*“Great quality, arrived quickly, hopefully baby likes”*
**Value For Money**13%
*“Good for the price”*
**Brightness/Shine/Glow**8%
*“they glow super bright”*
**Ease Of Cleaning**6%
*“Easy to clean”*
**Color**6%
*“Beautiful colours”*
**Design-Overall**6%
*“Design are very cute”*
**Size-Overall**4%
*“brilliant range of sizes”*
**Taste-Overall**4%
*“the cheery ones taste very nice”*
**Advertised Vs Actual Product**4%
*“Does the job”*
**Durability**4%
*“Theyve held up well with regular use and cleaning”*
### **What buyers complain about **
**Color**13%
*“Not the colors I ordered”*
**Brightness/Shine/Glow**8%
*“Doesnt glow in the night”*
**Value For Money**8%
*“Slightly overpriced”*
**Size-Overall**7%
*“It seemed they were short”*
**Shape/Style**6%
*“My baby absolutely hated these the shape is quite unusual”*
**Durability**5%
*“Breaking constantly”*
**Quality-Overall**5%
*“Poor quality the dummy were yellow”*
**Advertised Vs Actual Product**4%
*“Falsely advertised”*
**Age Suitability**4%
*“Baby didnt take it”*
**Color Fading/Discoloration**2%
*“These dummies are discoloured binned all 3 packs what a waste”*
### **Top return reasons **
**Size-Overall**50%
**Advertised Vs Actual Product**13%
**Age Suitability**13%
**Color**4%
**Defective Material/Parts**4%
**Quality-Overall**4%
**Material Quality**4%
**Ease Of Cleaning**4%
**Durability**4%
**Color Fading/Discoloration**4%
## **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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