Is nappy cream profitable to sell on Amazon United Kingdom?

The niche generates £826K/yr across 11 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -19.1%. Flapen's verdict: Skip it (40/100).

How competitive is the nappy cream niche?

6 brands and 105 sellers compete. The top 5 products take 80% of clicks and top 5 brands hold 98% of demand.

When does demand for nappy cream peak?

Demand peaks in Jan–Feb–Nov; the busiest month runs 2.7× the quietest.

What does it cost to enter the nappy cream niche?

Listings span £2.51–£14.79; the average listing price is £5.38 (sweet spot $15–$100). The average incumbent carries 5,601 reviews — the moat a new listing must climb.

nappy cream

Skip it

Prices mostly outside the sweet spot ($2.51–$14.79) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible15.0%

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

Market size

Good£826K

£826K/yr · 1.0M searches

Review moat

Bad5,601.09

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Competition

Bad80%

top-5 click share — a locked-up shelf

Growth

Bad-19.1%

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

Avg price

Bad£5.38

avg listing price — sweet spot $15–$100

Brand share

Bad98%

top-5 brand share — brand-locked demand

Price range

Bad£2.51–£14.79

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

According to Flapen's Amazon United Kingdom niche tracking, nappy cream is a £826K/yr Amazon United Kingdom market (1.0M searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Jan–Feb–Nov. Verdict: Skip it — 40/100.

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

nappy cream market data

Units sold / yr: 150K–200K; avg 15,000–20,000/product
Revenue / yr: £807K–£1.1M; units × avg price
Conversion rate: 15.0%
Avg BSR: #14
Page quality: 0%
Prime: 100%
Sponsored: 64%
Out of stock: 0.0%
Avg brand age: 61 months
Avg seller age: 160 days

Competition & brand share

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

Brands

6 flat

Sellers

105

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

80%

Top 20: 100%

Open market

Bepanthen51%
Metanium20%
WELEDA12%
Sudocrem12%
Aveeno Baby3%
Childs Farm2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -19.1% search growth over the last 90 days.

Peak months: Jan, Feb, Nov · busiest ÷ quietest = 2.7×

Open Trend

Top nappy cream search terms

bepanthen cream270K/yr -9.2%16.4% conv.
nappy cream165K/yr -9.3%12.3% conv.
metanium nappy cream yellow102K/yr -29.4%13.2% conv.
bepanthen65K/yr -21.9%12.5% conv.
nappy rash cream64K/yr -22.7%11.1% conv.
weleda nappy cream75K/yr -28.8%15.2% conv.
metanium nappy rash ointment33K/yr -2.1%6.4% conv.
metanium43K/yr -25.8%16.3% conv.
bepanthen nappy cream30K/yr -34.7%14.4% conv.
sudosalve34K/yr -31.4%25.2% conv.

All search terms

Top nappy cream 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 11 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Bepanthen Nappy Care Ointment | Nappy Cream with Provitamin B5 | Suitable for Newborns Skin 100 g (Packing May Vary).

Bepanthen£5.144.8★15,605 rev

Metanium Everyday Barrier Ointment Protection From Irritants For Everyday Nappy Change Fragrance Free Lanolin Free 40 g

Metanium£2.514.6★2,144 rev

Sudocrem Sudosalve Nappy Rash Cream for Inflamed and Broken Skin 25g (Pack of 1)

Sudocrem£3.984.7★378 rev

Weleda Baby Calendula Nappy Cream

WELEDA£4.434.8★20,861 rev

Weleda Nappy Cream with Calendula Barrier Cream for Baby Lanolin Dermatologically Tested Gentle Protection 100% Certified Natural 30 ml

WELEDA£2.714.7★3,383 rev

Newest

by launch date

Bepanthen Nappy Care Ointment 120 g (Pack of 4)

Bepanthen£14.7931 rev

10mo ago

Bepanthen Cream - 200g - Nappy Rash Ointment - Gentle Barrier Care for Babies with Lanolin - Soothing Treatment for Newborn Skin

Bepanthen£10.30167 rev

11mo ago

Childs Farm Baby Nappy Cream Fragrance Free | Soothing Moisturising & Hydrating | Suitable for Newborns with Dry Sensitive & Eczema-prone Skin 100ml

Childs Farm£2.94239 rev

1y ago

Sudocrem Sudosalve Nappy Rash Cream for Inflamed and Broken Skin 25g (Pack of 1)

Sudocrem£3.98378 rev

5y ago

Bepanthen Tattoo Intense Care Ointment Formulated with Provitamin B5 50g

Bepanthen£5.737,882 rev