---
title: "Kids Plates — £176K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/kids-plates"
last_updated: "2026-08-11T06:50:32.001Z"
locale: en
meta:
description: "Niche score 51/100 · £176K/yr market · 449K searches/yr · £9.90 avg price. Soft demand (-24.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 51/100 · £176K/yr market · 449K searches/yr · £9.90 avg price. Soft demand (-24.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Kids Plates — £176K/yr Amazon UK Niche (2026) - Flapen"
---
# **kids plates**
**Worth a look**
Shows low returns (0.5%), but soft demand (-24.3% this quarter) keeps it on the watch list.
Market size 36Growth 13Conversion 50Competition 78Returns 97Price range 44Avg price 33Brand share 82Review moat 64Quality gap 23
**Returns**
**Incredible****0.5%**
return rate — above 5% kills the launch gate
**Brand share**
**Great****53%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****37%**
top-5 click share — an open shelf
**Review moat**
**Good****957.21**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Okay****4.0%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Okay****£3.03–£24.22**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****£176K**
£176K/yr · 449K searches
**Avg price**
**Okay****£9.90**
avg listing price — sweet spot $15–$100
**Quality gap**
**Bad****4.6★**
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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KHoliday '24Prime Day '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/baby-products/kids-plates/trend)
## **Top kids plates search terms**
- **kids plates**76K/yr-16.3%2.6% conv. - **toddler plates**63K/yr-4.1%3.8% conv. - **kids plates and bowls sets**48K/yr-37.9%2.2% conv. - **toddler plates and bowls sets**43K/yr-39.8%3.2% conv. - **toddler plate**30K/yr-24.7%3.3% conv. - **kids dinner set**27K/yr-26.2%1.1% conv. - **childrens plates**22K/yr-24.5%3.0% conv. - **kids plate**16K/yr-19.3%1.8% conv. - **kids plastic plates**15K/yr-27.1%3.5% conv. - **childrens plates and bowls sets**16K/yr-34.5%2.2% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/kids-plates/search-terms)
## **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.
0%5%£9K10%£18K15%£26K20%£35K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Vital Baby Nourish Perfectly Simple Plates Stackable EarthSmart Biodegradable Microwave & Dishwasher Safe Durable Plates for Toddlers & Family BPA-Free 6m+ 5 Pack**Vital Baby**£3.15**4.8★3,105 rev](https://www.amazon.co.uk/dp/B0DLP4VS65) [2**Ikea Kalas BPA Free Plastic Kids Tableware Set - Bowl Plate Cup and Cutlery - Pastel Colours**IKEA**£7.40**4.7★1,559 rev](https://www.amazon.co.uk/dp/B00KOG1MO8) [3**Munchkin 4 Pack Splash Toddler Plate and Bowls | Dining Set | Pink/Purple**Munchkin**£11.49**4.8★3,209 rev](https://www.amazon.co.uk/dp/B07HZBFD67) [4**The Gruffalo 3-Section Childrens Divided Plate - BPA-Free Durable & Colourful Dining for Children Perfect for Balanced Meals - 36 Months Up Green**Gruffalo**£3.28**4.8★12 rev](https://www.amazon.co.uk/dp/B0GHRD22QC) [5**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**£3.03**4.8★5,021 rev](https://www.amazon.co.uk/dp/B0DLP3G1F6)
**~~View all top sellers →~~**
### **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**£10.66**11 rev4mo ago](https://www.amazon.co.uk/dp/B0GPXZHZXC) [**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**£7.94**19 rev5mo ago](https://www.amazon.co.uk/dp/B0GK9XT91W) [**The Gruffalo 3-Section Childrens Divided Plate - BPA-Free Durable & Colourful Dining for Children Perfect for Balanced Meals - 36 Months Up Green**Gruffalo**£3.28**12 rev5mo ago](https://www.amazon.co.uk/dp/B0GHRD22QC) [**Disney Princess 3-Section Childrens Divided Plate BPA-Free Durable & Colourful Dining for Children Perfect for Balanced Meals - 36 Months Up**Disney**£3.77**20 rev6mo ago](https://www.amazon.co.uk/dp/B085HZRVL5) [**Disney Pixar Cars 3-Section Childrens Divided Plate - BPA-Free Durable & Colorful Dining for Children Perfect for Balanced Meals - 36 Months Up**Disney**£3.04**52 rev9mo ago](https://www.amazon.co.uk/dp/B0FV3NRYDC)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£10.66**4.3★**▲ 224%**](https://www.amazon.co.uk/dp/B0GPXZHZXC) [**The Gruffalo 3-Section Childrens Divided Plate - BPA-Free Durable & Colourful Dining for Children Perfect for Balanced Meals - 36 Months Up Green**Gruffalo**£3.28**4.8★**▲ 210%**](https://www.amazon.co.uk/dp/B0GHRD22QC) [**Disney Princess 3-Section Childrens Divided Plate BPA-Free Durable & Colourful Dining for Children Perfect for Balanced Meals - 36 Months Up**Disney**£3.77**4.8★**▲ 193%**](https://www.amazon.co.uk/dp/B085HZRVL5) [**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**£7.94**4.6★**▲ 179%**](https://www.amazon.co.uk/dp/B0GK9XT91W) [**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**£24.19**4.7★**▲ 79%**](https://www.amazon.co.uk/dp/B0CFQ8JXKX)
**~~View all trending →~~**
## **What buyers say about kids plates**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**24%
*“The plates are excellent quality”*
**Value For Money**12%
*“Great Value”*
**Size-Overall**11%
*“Good size”*
**Ease Of Cleaning**10%
*“easy clean”*
**Color**7%
*“Colourful”*
**Durability**5%
*“Long lasting quality”*
**Ease Of Use**5%
*“Easy to use”*
**Strength**3%
*“Love the fact that they are not flimsy”*
**Design-Overall**3%
*“Graphics attractive”*
**Advertised Vs Actual Product**3%
*“As advertised”*
### **What buyers complain about **
**Size-Overall**23%
*“Omg these bowls are tiny”*
**Adhesion/Stickiness**15%
*“Dont stick at all”*
**Smell**5%
*“I found they dont hold that smell as much as other silicone plates”*
**Advertised Vs Actual Product**5%
*“Description says microwave safe, however the packaging on the product says not suitable for microwave use!”*
**Ease Of Cleaning**4%
*“dirty like they have been used”*
**Material Quality**3%
*“Poor quality and almost disposable material”*
**Dishwasher Safe**3%
*“Not dishwasher safe”*
**Quality-Overall**2%
*“the quality of the plates are poor”*
**Rusts/Corrodes**2%
*“NOT STAINLESS STEEL”*
**Weight Light**2%
*“Needed to be light”*
### **Top return reasons **
**Size-Overall**54%
**Quality-Overall**8%
**Color**6%
**Adhesion/Stickiness**4%
**Material Quality**4%
**Dishwasher Safe**3%
**Functionality-Overall**3%
**Advertised Vs Actual Product**2%
**Value For Money**2%
**Strength**2%
## **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.
## **Related niches in Baby Products**
- 63 [**baby toys**](https://flapen.com/research/uk/baby-products/baby-toys)£1.5M/yr+4.3%**Launch it**- 63 [**buggy fan**](https://flapen.com/research/uk/baby-products/buggy-fan)£133K/yr>1,000%**Worth a look**- 63 [**car seat travel bag**](https://flapen.com/research/uk/baby-products/car-seat-travel-bag)£184K/yr+80.2%**Worth a look**- 63 [**retractable stair gate**](https://flapen.com/research/uk/baby-products/retractable-stair-gate)£469K/yr+11.0%**Worth a look**- 63 [**christening gifts for girls**](https://flapen.com/research/uk/baby-products/christening-gifts-for-girls)£323K/yr+34.9%**Worth a look**- 64 [**playpen**](https://flapen.com/research/uk/baby-products/playpen)£963K/yr+15.6%**Launch it**[**All Baby Products niches **](https://flapen.com/research/uk/baby-products)