newborn bottles
Worth a lookShows low returns (0.1%), but brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Incredible£2.3M£2.3M/yr · 4.2M searches
Competition
Great32%top-5 click share — an open shelf
Avg price
Great£15.96avg listing price — sweet spot $15–$100
Price range
Great£6.31–£42.16cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.4%search→purchase rate — share of searches ending in a sale
Review moat
Bad4,107.25avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-12.6%90-day search growth — must beat 0% to launch
Brand share
Bad99%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, newborn bottles is a £2.3M/yr Amazon United Kingdom market (4.2M searches/yr). The top 5 brands hold 99% of demand. Demand peaks in Jan–Oct–Nov. Verdict: Worth a look — 55/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
newborn bottles market data
- Units sold / yr
- 125K–150K
- avg 2,000–2,500/product
- Revenue / yr
- £2.0M–£2.4M
- units × avg price
- Conversion rate
- 3.4%
- Avg BSR
- #10
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 92%
- Out of stock
- 6.0%
- Avg brand age
- 42 months
- Avg seller age
- 162 days
Competition & brand share
Clicks spread well past the top 5 (32% combined) — an open shelf where new products get seen.Brands
7 rising
Sellers
94
Top-5 brand share
99%
Top 20: 100%
Top-5 click share
32%
Top 20: 71%
Open market
1%
- MAM49%
- Tommee Tippee31%
- Lansinoh10%
- AVENT7%
- PHILIPS2%
- NUK1%
- Open — no brand owns it (1 brand, 1%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -12.6% search growth over the last 90 days.Peak months: Jan, Oct, Nov · busiest ÷ quietest = 2.7×
Top newborn bottles search terms
- mam bottles1.3M/yr
- tommee tippee bottles804K/yr
- baby bottle368K/yr
- mam390K/yr
- baby bottles260K/yr
- lansinoh bottles205K/yr
- mam bottles newborn146K/yr
- philips avent bottle115K/yr
- feeding bottles80K/yr
- mam bottle68K/yr
Top newborn bottles 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
MAM Easy Start Anti-Colic Bottle Starter Set | Includes 4X Feeding Bottles and MAM Original Start 0-2 Month Soother | Self-Sterilising | Baby Gift Set of Newborn Essentials | White (Various Designs)
MAM£27.524.7★2,814 rev
Tommee Tippee Natural Start Baby Bottles for 0m+ Pack of 6 260ml Baby Bottles with Slow Flow Breast-Like Teat for a Natural Latch Self-Sterilising and BPA Free Baby Feeding Essentials
Tommee Tippee£17.624.6★1,789 rev
MAM Easy Start Anti-Colic Baby Bottles | 3 Pack (3 x 260) | Self-Sterlising Baby Milk Bottle | Medium Flow MAM Teats Size 2 | Newborn Essentials | Linen (Various Designs)
MAM£17.164.8★15,228 rev
MAM Easy Start Anti-Colic Baby Bottles | 4 Pack (4X 160ml) | Self-Sterilising Baby Milk Bottle | Slow Flow MAM Teats Size 1 + 1x Medium Flow Teat Size 2 | Linen (Various Designs)
MAM£21.364.8★7,688 rev
MAM Easy Start Anti-Colic Baby Bottles | 3 Pack (3 x 160ml) | Self-Sterilising Baby Milk Bottle | Slow Flow MAM Teats Size 1 | Newborn Essentials | Green (Various Designs)
MAM£16.324.8★7,688 rev
Newest
by launch date
MAM Easy Start Anti-Colic Baby Bottles | 2 Pack (2 x 130ml) | Self-Sterlising Baby Milk Bottle | Slow Flow MAM Teat Size 0 | Newborn Essentials | Unisex | (Various Designs)
MAM£13.271,074 rev
MAM Easy Start Anti-Colic Baby Bottles | 4 Pack (4X 160ml) | Self-Sterilising Baby Milk Bottle | Slow Flow MAM Teats Size 1 + 1x Medium Flow Teat Size 2 | Linen (Various Designs)
MAM£21.367,688 rev
MAM Easy Start Anti-Colic Baby Bottles | 4 Pack (4X 260ml) | Self-Sterilising Baby Milk Bottle | Medium Flow MAM Teats Size 2 + 1x Fast Flow Teat Size 3 | Powder Blue (Various Designs)
MAM£21.37136 rev
MAM Easy Start Anti-Colic Baby Bottles | 4 Pack (4X 260ml) | Self-Sterilising Baby Milk Bottle | Medium Flow MAM Teats Size 2 + 1x Fast Flow Teat Size 3 | Linen (Various Designs)
MAM£20.07136 rev
MAM Easy Start Anti-Colic Baby Bottles | 2 Pack (2 x 320ml) | Self-Sterlising | Fast Flow MAM Teats Size 3 | Baby Accessories | Linen (Various Designs)
MAM£12.02409 rev
Trending
90-day click momentumMAM Easy Start Anti-Colic Baby Bottles | 2 Pack (2 x 130ml) | Self-Sterlising Baby Milk Bottle | Slow Flow MAM Teat Size 0 | Newborn Essentials | Unisex | (Various Designs)
MAM£13.274.7★
MAM Easy Start Anti-Colic Baby Bottles | 4 Pack (4X 260ml) | Self-Sterilising Baby Milk Bottle | Medium Flow MAM Teats Size 2 + 1x Fast Flow Teat Size 3 | Powder Blue (Various Designs)
MAM£21.374.7★
Tommee Tippee Natural Start Baby Bottles for 0m+ Pack of 6 260ml Baby Bottles with Slow Flow Breast-Like Teat for a Natural Latch Self-Sterilising and BPA Free Baby Feeding Essentials
Tommee Tippee£17.624.6★
MAM Easy Start Anti-Colic Baby Bottles | 4 Pack (4X 160ml) | Self-Sterilising Baby Milk Bottle | Slow Flow MAM Teats Size 1 + 1x Medium Flow Teat Size 2 | Linen (Various Designs)
MAM£21.364.8★
MAM Easy Start Anti-Colic Baby Bottles | 4 Pack (4X 260ml) | Self-Sterilising Baby Milk Bottle | Medium Flow MAM Teats Size 2 + 1x Fast Flow Teat Size 3 | Linen (Various Designs)
MAM£20.074.7★
What buyers say about newborn bottles
What buyers praise and complain about, mined from review topics.What buyers love
“The quality is exactly as described”
“Good price”
“Doesnt leak”
“Easy to clean”
“Amazing for breastfed babies”
“Makes feeding easy”
“Easy to use”
“As advertised”
“Cute design”
“I like the colour”
What buyers complain about
“Leaks a lot”
“Rubbish”
“I'm worried about the durability of the teats”
“Waste of money”
“Not suitable for newborn use”
“However they dont fit onto the base”
“Sent wrong colour”
“my baby was choking on these”
“She was crying the whole feed”
“Did not work for us”
Top return reasons
Common questions
- Is newborn bottles profitable to sell on Amazon United Kingdom?
- The niche generates £2.3M/yr across 51 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -12.6%. Flapen's verdict: Worth a look (55/100).
- How competitive is the newborn bottles niche?
- 7 brands and 94 sellers compete. The top 5 products take 32% of clicks and top 5 brands hold 99% of demand.
- What do buyers complain about in newborn bottles?
- Top complaints mined from reviews: Leak-Proof, Quality-Overall, Durability. The return rate is 0.1%.
- When does demand for newborn bottles peak?
- Demand peaks in Jan–Oct–Nov; the busiest month runs 2.7× the quietest.
- What does it cost to enter the newborn bottles niche?
- Listings span £6.31–£42.16; the average listing price is £15.96 (sweet spot $15–$100). The average incumbent carries 4,107 reviews — the moat a new listing must climb.