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Milton Spray

Fail

The top 5 brands take 100% of clicks, so Milton Spray is a Fail.

Flapen Score
30
30 / 100
Ranks 628 of 638 Baby Products niches · −17 vs the category median of 47
Market size
£32K/yr62K searches / yr
90-day growth
+3.2%search demand this quarter
Competition
97%top-5 click share · 5 brands · 37 sellers

Flapen Score

Milton Spray against its category

The dotted line is the Baby Products average. Past it, Milton Spray is stronger. Inside it, weaker.

30Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Milton Spray market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Milton Spray 62K times last year and spent an estimated £32K. All 5 brands take every click. Flapen scores it 30 out of 100, a Fail.

01 · Demand

An estimated 7.1% of those searches ended in a purchase.

Shoppers searched for this 62K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 7.1% of those searches ended in a purchase. Searches in the last 90 days moved +3.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £32K a year.

Searches, last 12 months
62K
Growth, 90 days vs prior 90
+3.2%
Conversion, latest week
7.1%
Market size, estimated
£32Ka year
Peak month
January1.3× the quietest month
Top search term
milton spray45K searches a year

02 · Price

A sale here is worth £7.33.

Listings sell for £7.33 on average, from £2.60 to £14.16. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 750 to 1,000 of them. At £7.33 that is £5K to £7K a year per listing.

Average price
£7.33under the $15 to $100 sweet spot
Price range
£2.60–£14.16
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
750–1,000
Revenue per listing a year
£5K–£7K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

33% of listings pay for placement with sponsored ads. 83% ship with Prime. On an average day, 5.8% of listings are out of stock. The average listing ranks #274 within Health & Baby Care. It carries 1,009 reviews at 4.58 stars, so a new listing needs social proof before a better product.

Sponsored listings
33%
Prime listings
83%
Out of stock, average day
5.8%
Average rank
#274in Health & Baby Care
Average rating
4.58 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,009per listing
Listings tracked
6

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 64 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
64 months

Products

Top Milton Spray products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 18, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 97% of clicks. A locked shelf that new listings rarely crack.

£0£5K£10K£15K£19K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

5 falling

Sellers

37

Est. top-5 brand share

100%

Top 20: 100%

Est. top-5 click share

97%

Top 20: 100%

Open market

0%

  • Milton77%
  • SterlingSquare8%
  • ButterFox8%
  • Welari4%
  • Vital Baby3%

Demand

Milton Spray search demand

Weekly searches over the year, seasonality beneath. Pick a range.

2K1KPrime Day '25Spike '25Black Friday '25MarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Milton Spray search terms shoppers use

The exact words shoppers type, with estimated yearly volume, growth, and conversion.

  • milton spray45K/yr
  • milton antibacterial spray8K/yr
  • milton spray antibacterial baby8K/yr

Reviews and returns

What reviews say buyers love and hate about Milton Spray

We read the reviews and the return reasons for every product selling here.

19%of positive reviews mention “Value For Money”
23%of negative reviews mention “Leak-Proof”
0.1%of orders come back
“Poor leaky packaging”
A buyer, on “Leak-Proof”23% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

18 topics

NegativePositive

FAQ

Common Milton Spray questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data