---
title: "Newborn Bottles — £2.3M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/newborn-bottles"
last_updated: "2026-07-21T11:20:00.185Z"
locale: en
meta:
description: "Niche score 55/100 · £2.3M/yr market. Brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · £2.3M/yr market. Brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Newborn Bottles — £2.3M/yr Amazon UK Niche (2026) - Flapen"
---
# **newborn bottles**
**Worth a look**
Shows low returns (0.1%), but brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list.
Market size 95Growth 19Conversion 43Competition 83Returns 100Price range 76Avg price 77Brand share 3Review moat 25Quality gap 24
**Returns**
**Incredible****0.1%**
return rate — above 6% kills the launch gate
**Market size**
**Incredible****£2.3M**
£2.3M/yr · 4.2M searches
**Competition**
**Great****32%**
top-5 click share — an open shelf
**Avg price**
**Great****£15.96**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£6.31–£42.16**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Okay****3.4%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****4,107.25**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-12.6%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****99%**
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 ~~](https://flapen.com/research/methodology)
## **newborn bottles market data**
- **Units sold / yr**
- **125K–150K**
- avg 2,000–2,500/product
- **Revenue / yr**
- **£2.0M–£2.4M**
- units × avg price
- **Launch success**
- **—**
- 1 of 1 new (360d)
- **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.
125K75KSpike '24Holiday '24Spike '25Prime Day '25Spike '26Prime Day '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Oct, Nov · busiest ÷ quietest = 2.7×
[**Open Trend **](https://flapen.com/research/uk/baby-products/newborn-bottles/trend)
## **Top newborn bottles search terms**
- **mam bottles**1.3M/yr-8.7%2.9% conv. - **tommee tippee bottles**804K/yr-16.3%4.0% conv. - **baby bottle**368K/yr-11.4%1.1% conv. - **mam**390K/yr-28.4%0.2% conv. - **baby bottles**260K/yr-12.1%1.5% conv. - **lansinoh bottles**205K/yr-6.3%8.5% conv. - **mam bottles newborn**146K/yr-24.8%3.4% conv. - **philips avent bottle**115K/yr+7.0%3.8% conv. - **feeding bottles**80K/yr-5.6%1.4% conv. - **mam bottle**68K/yr+4.3%3.2% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/newborn-bottles/search-terms)
## **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.
0%3%£69K6%£138K9%£207K12%£276K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 51 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£27.52**4.7★2,814 rev](https://www.amazon.co.uk/dp/B0CP2RWTJD) [2**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**£17.62**4.6★1,789 rev](https://www.amazon.co.uk/dp/B09Y94XB9N) [3**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**£17.16**4.8★15,228 rev](https://www.amazon.co.uk/dp/B0068EK642) [4**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**£21.36**4.8★7,688 rev](https://www.amazon.co.uk/dp/B0FHJMWCYZ) [5**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**£16.32**4.8★7,688 rev](https://www.amazon.co.uk/dp/B006FFASOW)
**~~View all top sellers →~~**
### **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**£13.27**1,074 rev3mo ago](https://www.amazon.co.uk/dp/B0GX67Q4YF) [**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**£21.36**7,688 rev1y ago](https://www.amazon.co.uk/dp/B0FHJMWCYZ) [**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**£21.37**136 rev1y ago](https://www.amazon.co.uk/dp/B0FHJV2ZC5) [**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**£20.07**136 rev1y ago](https://www.amazon.co.uk/dp/B0FHK791GD) [**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 | Iris (Various Designs)**MAM**£21.78**7,688 rev1y ago](https://www.amazon.co.uk/dp/B0FHK77Q3L)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£13.27**4.7★**▲ 300%**](https://www.amazon.co.uk/dp/B0GX67Q4YF) [**MAM Easy Start Self Sterilising Anti Colic Starter Set Newborn Bottle Set and Soother Newborn Essentials Pastel Green Sold in Foreign Language**MAM**£40.55**4.7★**▲ 209%**](https://www.amazon.co.uk/dp/B0CL6SKHN1) [**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**£21.37**4.7★**▲ 120%**](https://www.amazon.co.uk/dp/B0FHJV2ZC5) [**Pack of 6 Clear Baby Feeding Bottles 250ml with Silicone Teat 9oz Measuring Gage**YöL**£9.88**4.2★**▲ 79%**](https://www.amazon.co.uk/dp/B08BZV12Y6) [**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 | Lilac (Various Designs)**MAM**£29.11**4.7★**▲ 74%**](https://www.amazon.co.uk/dp/B0CP2P196M)
**~~View all trending →~~**
## **What buyers say about newborn bottles**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**25%
*“The quality is exactly as described”*
**Value For Money**12%
*“Good price”*
**Leak-Proof**10%
*“Doesnt leak”*
**Ease Of Cleaning**9%
*“Easy to clean”*
**Breastfeeding Friendly**6%
*“Amazing for breastfed babies”*
**Ease Of Feeding**5%
*“Makes feeding easy”*
**Ease Of Use**4%
*“Easy to use”*
**Advertised Vs Actual Product**4%
*“As advertised”*
**Design-Overall**3%
*“Cute design”*
**Color**3%
*“I like the colour”*
### **What buyers complain about **
**Leak-Proof**32%
*“Leaks a lot”*
**Quality-Overall**7%
*“Rubbish”*
**Durability**6%
*“I'm worried about the durability of the teats”*
**Value For Money**5%
*“Waste of money”*
**Age Suitability**4%
*“Not suitable for newborn use”*
**Size-Overall**3%
*“However they dont fit onto the base”*
**Color**3%
*“Sent wrong colour”*
**Choking**3%
*“my baby was choking on these”*
**Ease Of Feeding**2%
*“She was crying the whole feed”*
**Functionality-Overall**2%
*“Did not work for us”*
### **Top return reasons **
**Quality-Overall**33%
**Product Condition**33%
**Ethical Trade/Fair Trade**33%
## **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.
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