nappies
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 6% kills the launch gate
Avg price
Great£20.04avg listing price — sweet spot $15–$100
Competition
Great33%top-5 click share — an open shelf
Market size
Great£973K£973K/yr · 1.1M searches
Price range
Good£3.90–£41.60cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Good4.6%search→purchase rate — share of searches ending in a sale
Review moat
Okay3,617.17avg incumbent reviews — the moat a new listing must climb
Growth
Bad-2.7%90-day search growth — must beat 0% to launch
Brand share
Bad93%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, nappies is a £973K/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 93% of demand. Verdict: Worth a look — 60/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 50K–60K
- avg 750–1,000/product
- Revenue / yr
- £1.0M–£1.2M
- units × avg price
- Launch success
- —
- 2 of 2 new (360d)
- Conversion rate
- 4.6%
- Avg BSR
- #38
- Page quality
- 0%
- Prime
- 88%
- Sponsored
- 76%
- Out of stock
- 2.2%
- Avg brand age
- 51 months
- Avg seller age
- 157 days
Competition
Clicks spread well past the top 5 (33% combined) — an open shelf where new products get seen.Brands
13 falling
Sellers
138
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
33%
Top 20: 70%
Open market
5%
- Pampers64%
- by Amazon16%
- Pura6%
- Bambo Nature4%
- Nutmeg3%
- HUGGIES2%
- Open — no brand owns it (7 brands, 5%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.7% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
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 59 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Pampers Premium Protection New Baby Size 1 180 Nappies 2kg-5kg Monthly Pack The Only Newborn Nappy Approved by British Skin Foundation
Pampers£27.074.4★970 rev
Pampers Premium Protection New Baby Size 2 240 Nappies 4kg-8kg Monthly Pack The Only Newborn Nappy Approved by British Skin Foundation
Pampers£36.474.4★970 rev
Pampers Baby Dry Size 8 x52
Pampers£14.514.7★504 rev
Pampers Baby-Dry Nappy Pants Size 8 44 Nappies 17kg+ Jumbo+ Pack 360 Fit to Help Prevent Gaps and Leaks
Pampers£14.964.7★35 rev
Pura Nappy Pants Size 8 15 Count 19kg+ 360 Stretch Fit Potty Training Pants for Hypoallergenic & Sensitive Skin Up to 12 Hours Overnight Leak Protection Totally Chlorine Free
Pura£5.934.0★88 rev
Newest
by launch date
by Amazon Disney Nappy Pants - Size 7 (17+ kg) - 112 Pants (2 Pack x 56)
by Amazon£18.697,046 rev
by Amazon Disney Nappy Pants - Size 7 (17+ kg) - 56 Pants
by Amazon£11.017,046 rev
Naty BioEmbrace Baby Nappies Size 4 (7-18kg) 88 Count
Naty£21.435,013 rev
PAMPERS Pants Size 8 Baby Dry Nappies 102 Nappies (+ 18 kg)
Pampers£38.8653 rev
Nutmeg Ultra Dry Pants Size 8 Pack of 24
Nutmeg£4.650 rev
Trending
90-day click momentumby Amazon Disney Nappy Pants - Size 7 (17+ kg) - 56 Pants
by Amazon£11.014.2★
by Amazon Disney Nappy Pants - Size 7 (17+ kg) - 112 Pants (2 Pack x 56)
by Amazon£18.694.2★
Potty Training Pants for Boys Girls6 Packs Reusable Baby Toddler Training Pants Soft Washable 2-6 Years (as8 Age 3_Years Regular Blue)
Heekcaa£19.494.2★
Kit & Kin Premium Baby Nappies Size 3 | 6-10 kgs / 13-22 lbs | Pack of 128 Nappies | Plant-Based Materials On Babys Skin | Hypoallergenic | Superior up to 12 Hour Leak Protection
Kit & Kin£33.494.3★
FLYISH DIRECT Potty Training Pants Reusable Diaper Skirts 100% Cotton Absorbent Toilet Training Pants for Boys 2 Pieces Waterproof Potty Pants for Toddlers 7-9 Years Bulldog
FLYISH DIRECT£24.993.6★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Great quality for money”
“Affordable Price”
“Soft and absorbent”
“provide a good clean”
“do not leak”
“Absorbent”
“Nice snug fit”
“Easy to use”
“These are somewhat comfortable”
“The product is exactly as advertised”
What buyers complain about
“leaks through quickly”
“they caused irritation”
“Not worth it”
“Too dry”
“Bad quality”
“Horrible smell”
“its just a small thin packet with 10 individual wipes inside”
“Poor fit”
“Not very absorbant”
“Contains plastic even though materials in product is natural cotton”
Top return reasons
Common questions
- Is nappies profitable to sell on Amazon United Kingdom?
- The niche generates £973K/yr across 59 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -2.7%. Flapen's verdict: Worth a look (60/100).
- How competitive is the nappies niche?
- 13 brands and 138 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in nappies?
- Top complaints mined from reviews: Leak-Proof, Allergies, Value For Money. The return rate is 0.1%.
- When does demand for nappies peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the nappies niche?
- Listings span £3.90–£41.60; the average listing price is £20.04 (sweet spot $15–$100). The average incumbent carries 3,617 reviews — the moat a new listing must climb.
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