kids plates
Worth a lookShows low returns (0.5%), but soft demand (-24.3% this quarter) keeps it on the watch list.
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Brand share
Great53%top-5 brand share — no brand owns this niche
Competition
Great37%top-5 click share — an open shelf
Review moat
Good957.21avg incumbent reviews — the moat a new listing must climb
Conversion
Okay4.0%search→purchase rate — share of searches ending in a sale
Price range
Okay£3.03–£24.22cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay£176K£176K/yr · 449K searches
Avg price
Okay£9.90avg listing price — sweet spot $15–$100
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-24.3%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, kids plates is a £176K/yr Amazon United Kingdom market (449K searches/yr). The top 5 brands hold 53% of demand. Verdict: Worth a look — 51/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
kids plates market data
- Units sold / yr
- 15K–20K
- avg 250–500/product
- Revenue / yr
- £149K–£198K
- units × avg price
- Conversion rate
- 4.0%
- Avg BSR
- #73
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 67%
- Out of stock
- 7.5%
- Avg brand age
- 37 months
- Avg seller age
- 172 days
Competition & brand share
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.Brands
22 falling
Sellers
64
Top-5 brand share
53%
Top 20: 95%
Top-5 click share
37%
Top 20: 74%
Open market
42%
- Vital Baby23%
- Disney9%
- PandaEar8%
- Munchkin7%
- IKEA7%
- Zawadi Global6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -24.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top kids plates search terms
- kids plates76K/yr
- toddler plates63K/yr
- kids plates and bowls sets48K/yr
- toddler plates and bowls sets43K/yr
- toddler plate30K/yr
- kids dinner set27K/yr
- childrens plates22K/yr
- kids plate16K/yr
- kids plastic plates15K/yr
- childrens plates and bowls sets16K/yr
Top kids plates 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Vital Baby Nourish Perfectly Simple Plates Stackable EarthSmart Biodegradable Microwave & Dishwasher Safe Durable Plates for Toddlers & Family BPA-Free 6m+ 5 Pack
Vital Baby£3.154.8★3,105 rev
Ikea Kalas BPA Free Plastic Kids Tableware Set - Bowl Plate Cup and Cutlery - Pastel Colours
IKEA£7.404.7★1,559 rev
Munchkin 4 Pack Splash Toddler Plate and Bowls | Dining Set | Pink/Purple
Munchkin£11.494.8★3,209 rev
The Gruffalo 3-Section Childrens Divided Plate - BPA-Free Durable & Colourful Dining for Children Perfect for Balanced Meals - 36 Months Up Green
Gruffalo£3.284.8★12 rev
Vital Baby Nourish Perfectly Simple Bowls Stackable BPA-Free EarthSmart Biodegradable Microwave & Dishwasher Safe Everyday Feeding Bowls for Toddlers & Adults 6m+ 5 Pack
Vital Baby£3.034.8★5,021 rev
Newest
by launch date
24 Piece Kids Tableware Set BPA Free Plastic Dinner Set with 4 Plates 4 Bowls 4 Cups & 12 Piece Cutlery (Knives Forks Spoons) Reusable Pastel Toddler Dining Set (Pastel)
1ABOVE£10.6611 rev
Disney Winnie the Pooh on a Picnic 3-Piece Polypropylene Childrens Dinner Set - Includes Plate Bowl & Tumbler Featuring Winnie the Pooh & Friends - Microwave & Dishwasher Safe - For Ages 36+ Months
Disney£7.9419 rev
The Gruffalo 3-Section Childrens Divided Plate - BPA-Free Durable & Colourful Dining for Children Perfect for Balanced Meals - 36 Months Up Green
Gruffalo£3.2812 rev
Disney Princess 3-Section Childrens Divided Plate BPA-Free Durable & Colourful Dining for Children Perfect for Balanced Meals - 36 Months Up
Disney£3.7720 rev
Disney Pixar Cars 3-Section Childrens Divided Plate - BPA-Free Durable & Colorful Dining for Children Perfect for Balanced Meals - 36 Months Up
Disney£3.0452 rev
Trending
90-day click momentum24 Piece Kids Tableware Set BPA Free Plastic Dinner Set with 4 Plates 4 Bowls 4 Cups & 12 Piece Cutlery (Knives Forks Spoons) Reusable Pastel Toddler Dining Set (Pastel)
1ABOVE£10.664.3★
The Gruffalo 3-Section Childrens Divided Plate - BPA-Free Durable & Colourful Dining for Children Perfect for Balanced Meals - 36 Months Up Green
Gruffalo£3.284.8★
Disney Princess 3-Section Childrens Divided Plate BPA-Free Durable & Colourful Dining for Children Perfect for Balanced Meals - 36 Months Up
Disney£3.774.8★
Disney Winnie the Pooh on a Picnic 3-Piece Polypropylene Childrens Dinner Set - Includes Plate Bowl & Tumbler Featuring Winnie the Pooh & Friends - Microwave & Dishwasher Safe - For Ages 36+ Months
Disney£7.944.6★
Elk and Friends Kids 7.8 Porcelain White Plates with Silicone Sleeves | Suitable for Babies/Toddlers | Microwave & Dishwasher Safe | Non Slip Dinnerware | Snack Dishes | 4 Pack
Elk and Friends£24.194.7★
What buyers say about kids plates
What buyers praise and complain about, mined from review topics.What buyers love
“The plates are excellent quality”
“Great Value”
“Good size”
“easy clean”
“Colourful”
“Long lasting quality”
“Easy to use”
“Love the fact that they are not flimsy”
“Graphics attractive”
“As advertised”
What buyers complain about
“Omg these bowls are tiny”
“Dont stick at all”
“I found they dont hold that smell as much as other silicone plates”
“Description says microwave safe, however the packaging on the product says not suitable for microwave use!”
“dirty like they have been used”
“Poor quality and almost disposable material”
“Not dishwasher safe”
“the quality of the plates are poor”
“NOT STAINLESS STEEL”
“Needed to be light”
Top return reasons
Common questions
- Is kids plates profitable to sell on Amazon United Kingdom?
- The niche generates £176K/yr across 39 tracked products. 2 of 8 products launched in the last 360 days are still selling. 90-day search growth is -24.3%. Flapen's verdict: Worth a look (51/100).
- How competitive is the kids plates niche?
- 22 brands and 64 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 53% of demand.
- What do buyers complain about in kids plates?
- Top complaints mined from reviews: Size-Overall, Adhesion/Stickiness, Smell. The return rate is 0.5%.
- When does demand for kids plates peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the kids plates niche?
- Listings span £3.03–£24.22; the average listing price is £9.90 (sweet spot $15–$100). The average incumbent carries 957 reviews — the moat a new listing must climb.