mum to be gifts
Worth a lookShows low returns (0.4%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.4%return rate — above 6% kills the launch gate
Brand share
Incredible39%top-5 brand share — no brand owns this niche
Competition
Great35%top-5 click share — an open shelf
Avg price
Great£15.63avg listing price — sweet spot $15–$100
Review moat
Good714.66avg incumbent reviews — the moat a new listing must climb
Price range
Good£3.34–£38.19cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good£376K£376K/yr · 1.1M searches
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Conversion
Okay2.1%search→purchase rate — share of searches ending in a sale
Growth
Bad-5.7%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, mum to be gifts is a £376K/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 39% of demand. Demand peaks in Dec. Verdict: Worth a look — 59/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 30K–40K
- avg 100–250/product
- Revenue / yr
- £469K–£625K
- units × avg price
- Launch success
- 53%
- 9 of 17 new (360d)
- Conversion rate
- 2.1%
- Avg BSR
- #156
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 84%
- Out of stock
- 11.6%
- Avg brand age
- 31 months
- Avg seller age
- 173 days
Competition
Clicks spread well past the top 5 (35% combined) — an open shelf where new products get seen.Brands
51 falling
Sellers
100
Top-5 brand share
39%
Top 20: 72%
Top-5 click share
35%
Top 20: 67%
Open market
57%
- AIKOBAA20%
- IMYSTI7%
- BELLALISIA4%
- Svalor4%
- Childs Farm4%
- SANCTUARY4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -5.7% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 2.4×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 56 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
AIKOBAA Mother and Baby Matching Socks Gift Set - OH Baby Congratulations Card & Gift Box Newborn Baby Shower Present for Mum to Be Push Present New Mom Maternity Gift (White+White)
AIKOBAA£6.674.4★35 rev
AIKOBAA Mother and Baby Matching Socks Gift Set - OH Baby Congratulations Card & Gift Box Newborn Baby Shower Present for Mum to Be Push Present New Mom Maternity Gift (White+Brown)
AIKOBAA£6.714.4★35 rev
IMYSTI New Mum to Be Pamper Hamper - 10 Luxury Baby Shower Gifts for Mothers and Newborn Baby Gift - Pregnancy Self Care Kit Package with Home Spa Presents Pampering (Standard)
IMYSTI£27.694.8★112 rev
2 Pcs Mum to Be Gifts New Mum Gifts Baby Shower Gifts for Mum White Cosmetic Bags Canvas Pouch Bags with Zipper for Pregnant women New Mom Gifts
Svalor£5.984.6★37 rev
Childs Farm Sanctuary SPA Mum & Baby Sweet Dreams Gift Set
Childs Farm£21.674.3★72 rev
Newest
by launch date
FERNVALE Wooden Baby Shower Crate Basket and Baby Hamper Basket for Newborn Baby Girl Boy Nursery Storage Box Baby Shower Decoration (Beige 13.7*8.9in)
FERNVALE£10.027 rev
New Mum to Be Gifts Pamper Hamper Baby Shower Gift for Mum Pregnancy Gifts Self Care Home Spa Maternity Present with Bath Salts Foot Masks & Body Cream Present for Expecting Mum Wife or Friend
Clermont Bundles£15.737 rev
MY SELF-LOVE BOX Luxury Mum To Be Gifts Mum To Be Pamper Kit Gender Reveal Gifts Pregnancy Gifts For Mum Expecting Baby Shower Hamper Gifts For Mum Mummy To Be Gifts New Mum Gifts Beige Cream
MY SELF-LOVE BOX£33.813 rev
My Expert Midwife Mum & Baby Bathtime Bundle Including No Harm Baby Bottom Balm 30ml Gentle Cleansing Wash 200ml & Soak for Bits Premium Bath Salts 75g
My Expert Midwife£20.2529 rev
pengtai New Mum Gifts Pamper Kit Gender Reveal Gift for Mum to Be Relaxing Spa Gifts for New Mums Pregnancy Reveal Gift Ideas for First Time Mums
pengtai£21.783 rev
Trending
90-day click momentumFERNVALE Wooden Baby Shower Crate Basket and Baby Hamper Basket for Newborn Baby Girl Boy Nursery Storage Box Baby Shower Decoration (Beige 13.7*8.9in)
FERNVALE£10.023.5★
New Mum to Be Gifts Pamper Hamper Baby Shower Gift for Mum Pregnancy Gifts Self Care Home Spa Maternity Present with Bath Salts Foot Masks & Body Cream Present for Expecting Mum Wife or Friend
Clermont Bundles£15.734.1★
pengtai New Mum Gifts Pamper Kit Gender Reveal Gift for Mum to Be Relaxing Spa Gifts for New Mums Pregnancy Reveal Gift Ideas for First Time Mums
pengtai£21.784.2★
aomomo 2-Pack Romper Set Newborn Clothes Cotton Long Sleeve Footie (White B 0-3 Months)
aomomo£11.694.7★
fiszdovb Mum to Be Gifts for New Mums Pregnancy Gifts for Mum Expecting Novelty Socks Pregnant Presents for Expectant Mums First Time Mummy Mothers Day Pregnancy Announcement Ideas Christmas Birthday
fiszdovb£4.194.5★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Cute gift”
“Fantastic Quality Gift”
“Decent value”
“Easy to Use”
“Its thoughtfully designed”
“it smells absolutely divine”
“soft”
“exactly as described”
“Perfect size”
“Brilliant for taking my babys hand prints”
What buyers complain about
“Not worth the price”
“This bee is tiny - not worth £15”
“When you place babys hand and remove, you can only see that the black ink had spread throughout the card underneath, you will not get any prints on it”
“But i have been somewhat disappointed by the quality of the bags themselves”
“Misleading”
“This didnt work for me”
“It is overhyped in the description - not in any way luxurious”
“Too dark”
“I also found it difficult to use”
“Its okay tea not the best tasting definitely not worth over £8”
Top return reasons
Common questions
- Is mum to be gifts profitable to sell on Amazon United Kingdom?
- The niche generates £376K/yr across 56 tracked products. 9 of 17 products launched in the last 360 days are still selling. 90-day search growth is -5.7%. Flapen's verdict: Worth a look (59/100).
- How competitive is the mum to be gifts niche?
- 51 brands and 100 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 39% of demand.
- What do buyers complain about in mum to be gifts?
- Top complaints mined from reviews: Value For Money, Size-Overall, Print Quality. The return rate is 0.4%.
- When does demand for mum to be gifts peak?
- Demand peaks in Dec; the busiest month runs 2.4× the quietest.
- What does it cost to enter the mum to be gifts niche?
- Listings span £3.34–£38.19; the average listing price is £15.63 (sweet spot $15–$100). The average incumbent carries 715 reviews — the moat a new listing must climb.
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