Is microwave steriliser profitable to sell on Amazon United Kingdom?

The niche generates £188K/yr across 15 tracked products. 90-day search growth is -17.1%. Flapen's verdict: Skip it (44/100).

How competitive is the microwave steriliser niche?

9 brands and 89 sellers compete. The top 5 products take 80% of clicks and top 5 brands hold 92% of demand.

What do buyers complain about in microwave steriliser?

Top complaints mined from reviews: Leak-Proof, Size-Overall, Ease Of Use. The return rate is 0.7%.

When does demand for microwave steriliser peak?

Demand peaks in Jul–Aug–Sep–Oct–Nov; the busiest month runs 10.9× the quietest.

What does it cost to enter the microwave steriliser niche?

Listings span £7.68–£65.28; the average listing price is £24.41 (sweet spot $15–$100). The average incumbent carries 2,559 reviews — the moat a new listing must climb.

microwave steriliser

Skip it

Soft demand (-17.1% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Avg price

Incredible£24.41

avg listing price — sweet spot $15–$100

Price range

Great£7.68–£65.28

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

Conversion

Good5.6%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay2,559.07

avg incumbent reviews — the moat a new listing must climb

Market size

Okay£188K

£188K/yr · 138K searches

Brand share

Bad92%

top-5 brand share — brand-locked demand

Competition

Bad80%

top-5 click share — a locked-up shelf

Growth

Bad-17.1%

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

According to Flapen's Amazon United Kingdom niche tracking, microwave steriliser is a £188K/yr Amazon United Kingdom market (138K searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Jul–Aug–Sep–Oct–Nov. Verdict: Skip it — 44/100.

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

microwave steriliser market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: £146K–£195K; units × avg price
Conversion rate: 5.6%
Avg BSR: #29
Page quality: 0%
Prime: 93%
Sponsored: 80%
Out of stock: 0.0%
Avg brand age: 38 months
Avg seller age: 151 days

Competition & brand share

The top 5 products capture 80% of clicks — a locked-up shelf that new listings rarely crack.

Brands

9 flat

Sellers

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

80%

Top 20: 100%

Open market

MAM41%
Tommee Tippee29%
NUK13%
Milton7%
AVENT3%
Max Strength Pro3%
Open — no brand owns it (3 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -17.1% search growth over the last 90 days.

Peak months: Jul, Aug, Sep, Oct, Nov · busiest ÷ quietest = 10.9×

Open Trend

Top microwave steriliser search terms

microwave steriliser45K/yr -24.1%6.4% conv.
mam steriliser39K/yr -13.6%2.2% conv.
microwave steriliser for baby bottles12K/yr -1.4%6.0% conv.
mam bottle steriliser9K/yr -10.3%2.7% conv.
microwave bottle steriliser7K/yr +5.9%6.0% conv.
mam steriliser microwave5K/yr +11.0%4.3% conv.
mam microwave steriliser6K/yr -33.6%4.9% conv.
mam electric steriliser5K/yr -23.0%3.5% conv.
bottle steriliser microwave3K/yr -6.7%5.6% conv.
mam steriliser electric6K/yr -52.0%3.5% conv.

All search terms

Top microwave steriliser 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 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Tommee Tippee Microwave Steam Steriliser for Baby Bottles Soothers Breast Pumps and Feeding Accessories Kills Viruses and 99.9% of Harmful Bacteria 4-Minute Sterilisation Cycle

Tommee Tippee£16.094.7★6,373 rev

MAM Microwave Steriliser I for Quick and Easy Steam or Cold Water Sterilisation | Sterilises up to 6 X Bottles in 5 Minutes | Baby Accessories | Grey

MAM£23.934.5★189 rev

MAM Electric Steriliser & Express Bottle Warmer | 6 Functions | Comes with 1x 160ml Easy Start Anti-Colic Bottle and 1x Soother 0-2 Months (Various Designs) | Baby Accessories

MAM£65.284.6★1,159 rev

NUK Micro Express Plus Microwave Bottle Steriliser | Sterilises up to 4 Baby Bottles & Accessories in 4 Minutes | Fits Most Microwaves | Tongs for Hygienic Removal

NUK£10.804.6★4,226 rev

Philips Avent Microwave Steam Sterilizer for Baby Bottles Pacifiers Cups and More (model SCF281/02)

AVENT£22.154.7★5,509 rev

Newest

by launch date

Momcozy Bottle Steriliser and Dryer 8-in-1 Electric Steam Baby Bottle Steriliser for Baby Bottles Baby stuffs & Breast Pump Accessories

momcozy£58.211,079 rev

1y ago

haakaa Silicone Microwave Steriliser Bag for Baby Bottles Grey (1PC)

haakaa£13.5959 rev

2y ago

MAM Microwave Steriliser I for Quick and Easy Steam or Cold Water Sterilisation | Sterilises up to 6 X Bottles in 5 Minutes | Baby Accessories | Grey

MAM£23.93189 rev

5y ago

Tommee Tippee Supersteam Electric Steam Steriliser for Baby Bottles Kills Viruses and 99.9 Percent of Bacteria 5-Minute Sterilisation Cycle White

Tommee Tippee£36.744,285 rev

7y ago

MAM Electric Steriliser & Express Bottle Warmer | 6 Functions | Comes with 1x 160ml Easy Start Anti-Colic Bottle and 1x Soother 0-2 Months (Various Designs) | Baby Accessories

MAM£65.281,159 rev

8y ago

What buyers say about microwave steriliser

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

What buyers love

Ease Of Use27%

“Really handy”

Value For Money16%

“Good price”

Quality-Overall15%

“Excellent product”

Size-Overall7%

“Good size”

Storage Capacity4%

“does not occupy too much space”

Advertised Vs Actual Product4%

“Does the Job”

Compactness3%

“Great compact item”

Ease Of Cleaning3%

“It's easy to clean and use”

Durability3%

“still looks brand new”

Time Taken2%

“This has saved us so much time”

What buyers complain about

Leak-Proof19%

“leaks a lot”

Size-Overall15%

“I do wish however they were slightly shorter”

Ease Of Use9%

“makes it very difficult to get lid off”

Quality-Overall8%

“Poor quality”

Durability6%

“Tray doesnt fit after using few times”

Smell5%

“Terrible to use bottom plate went black first use had to throw it away as left horrible smell”

Value For Money4%

“So be aware as distilled water is expensive (80ml needed for small load, 150ml needed for full load).”

Design-Overall3%

“Terrible design, Terrible design”

Moist/Dry2%

“so will have to avoid the drying option”

Breastfeeding Friendly2%

“Not suitable for breast pump parts”

Top return reasons

Size-Overall64%

Leak-Proof8%

Functionality-Overall5%

Defective Material/Parts4%

Compatibility-Overall4%

Product Condition2%

Gifting Purpose2%

Quality-Overall2%

Value For Money2%

Durability1%

Common questions

Is microwave steriliser profitable to sell on Amazon United Kingdom?: The niche generates £188K/yr across 15 tracked products. 90-day search growth is -17.1%. Flapen's verdict: Skip it (44/100).
How competitive is the microwave steriliser niche?: 9 brands and 89 sellers compete. The top 5 products take 80% of clicks and top 5 brands hold 92% of demand.
What do buyers complain about in microwave steriliser?: Top complaints mined from reviews: Leak-Proof, Size-Overall, Ease Of Use. The return rate is 0.7%.
When does demand for microwave steriliser peak?: Demand peaks in Jul–Aug–Sep–Oct–Nov; the busiest month runs 10.9× the quietest.
What does it cost to enter the microwave steriliser niche?: Listings span £7.68–£65.28; the average listing price is £24.41 (sweet spot $15–$100). The average incumbent carries 2,559 reviews — the moat a new listing must climb.