Newborn Dummies
Newborn Dummies shows low returns (0.1%), but prices mostly outside the sweet spot ($0.51–$12.91) keeps it on the watch list.
Flapen Score
Top 37% of 638 Baby Products niches · +3 vs the category median of 47
Is Newborn Dummies profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Newborn Dummies is a £753K/yr Amazon United Kingdom market (1.9M searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Jan–Feb–Mar–Apr–May. Verdict: Worth a look — 50/100.
Newborn Dummies: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -9.0% over the last 90 days and 4.9% of searches end in a purchase.
£753K
revenue / yr
Who owns the niche?
The top 5 brands hold 96% of demand, so 4% of the market is open.
4%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.
0/100
page quality · 86 products
Top Newborn Dummies products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
Tommee Tippee Fun Soothers 18-36m 6 Pack Symmetrical Silicone Teat Orthodontic Design BPA-Free Dummy Breathable Air Holes
- Price
- £9.94
- Rating
- 4.8/5
- Reviews
- 2,276
- Age
- 3y ago
Tommee Tippee Ultra-Light StayPut Dummy 0-6m 4-Pack One-Piece Silicone Soother
- Price
- £11.42
- Rating
- 4.5/5
- Reviews
- 2,878
- Age
- 1y ago
Tommee Tippee Nighttime Soothers 18-36m 6 Pack Glow in The Dark Varied Colours and Designs Symmetrical Orthodontic Dummy BPA-Free Silicone Teat
- Price
- £11.04
- Rating
- 4.7/5
- Reviews
- 4,221
- Age
- 3y ago
Tommee Tippee Nighttime Soothers 6-18m 6 Pack Glow in The Dark Varied Colours and Designs Symmetrical Orthodontic Dummy BPA-Free Silicone Teat
- Price
- £10.66
- Rating
- 4.8/5
- Reviews
- 2,744
- Age
- 3y ago
Tommee Tippee Fun Soothers 6-18m 6 Pack Symmetrical Silicone Teat Orthodontic Design BPA-Free Dummy Breathable Air Holes
- Price
- £9.30
- Rating
- 4.8/5
- Reviews
- 2,276
- Age
- 3y ago
Trending
90-day click momentum
Tommee Tippee NightGlow Dummy 18-36 Months 4 Pack Glow in The Dark Orthodontic Soother Air Holes Symmetrical Teat Steriliser Safe BPA Free Twilight Tones
- Price
- £11.15
- Rating
- 4.7/5
- Reviews
- 4,221
- Age
- 7mo ago
Tommee Tippee Ultra-Light StayPut Night Glow Dummy 6-18m 2 Pack Glow in The Dark Lightweight Soft Skin Feel Extra Air Flow
- Price
- £6.12
- Rating
- 4.6/5
- Reviews
- 62
- Age
- 9mo ago
NUK Signature Day & Night Baby Dummy | 6-18 months | Soothes 95% of Babies | Heart-Shaped BPA-Free Silicone Soothers | Glow-in-the-Dark | Stars | 4 Count
- Price
- £6.41
- Rating
- 4.6/5
- Reviews
- 1,757
- Age
- 3y ago
MAM Original Soothers | 0-6 Months | 2 Pack | Comes in Dummy Steriliser Case | Sustainable Materials | Baby Accessories for Newborn | Blue/Cream (Various Designs)
- Price
- £5.93
- Rating
- 4.8/5
- Reviews
- 788
- Age
- 2y ago
NUK First Choice Baby Dummies | 0-6 Months | Orthodontic Soothers | Soothes 99% of Babies** | Penguin & Giraffe | 2 Count
- Price
- £5.87
- Rating
- 4.7/5
- Reviews
- 2,808
- Age
- 8mo ago
Newest
by launch dateTommee Tippee NightGlow Dummy 18-36 Months 4 Pack Glow in The Dark Orthodontic Soother Air Holes Symmetrical Teat Steriliser Safe BPA Free Twilight Tones
- Price
- £11.15
- Rating
- 4.7/5
- Reviews
- 4,221
- Age
- 7mo ago
NUK First Choice Baby Dummies | 0-6 Months | Orthodontic Soothers | Soothes 99% of Babies** | Penguin & Giraffe | 2 Count
- Price
- £5.87
- Rating
- 4.7/5
- Reviews
- 2,808
- Age
- 8mo ago
Tommee Tippee Ultra-Light StayPut Night Glow Dummy 6-18m 2 Pack Glow in The Dark Lightweight Soft Skin Feel Extra Air Flow
- Price
- £6.12
- Rating
- 4.6/5
- Reviews
- 62
- Age
- 9mo ago
Tommee Tippee Ultra-Light StayPut Dummy 0-6m 4-Pack One-Piece Silicone Soother
- Price
- £11.42
- Rating
- 4.5/5
- Reviews
- 2,878
- Age
- 1y ago
Tommee Tippee Ultra-Light StayPut Dummy 6-18m 4-Pack One-Piece Silicone Soother
- Price
- £11.15
- Rating
- 4.8/5
- Reviews
- 1,084
- Age
- 1y ago
Competition: brands, sellers & click share
Clicks spread well past the top 5 (21% combined) — an open shelf where new products get seen.
Brands
9 falling
Sellers
141
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
21%
Top 20: 52%
Open market
2%
- Tommee Tippee57%
- NUK20%
- MAM12%
- HALLS6%
- AVENT2%
- Bibs1%
- Open — no brand owns it (3 brands, 2%)
Newborn Dummies demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Jan, Feb, Mar, Apr, May · busiest ÷ quietest = 2.6×
Top Newborn Dummies search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- tommee tippee dummies451K/yr
- dummy214K/yr
- dummies150K/yr
- dummies 18-36 months127K/yr
- newborn dummies108K/yr
- nuk dummies 0-6 months108K/yr
- pacifier90K/yr
- dummies 0-6 months101K/yr
- tommee tippee dummies 18-36 months72K/yr
- soothers84K/yr
What reviews say buyers love and hate about Newborn Dummies
What buyers mention most, as a share of all reviews.
What buyers love
73% of reviews“Great quality, arrived quickly, hopefully baby likes”
“Excellent Value”
“the cheery ones taste very nice”
“they glow super bright”
“Easy to clean”
What buyers complain about
57% of reviews“Not the colors I ordered”
“Doesnt glow in the night”
“Slightly overpriced”
“My baby absolutely hated these the shape is quite unusual”
“Breaking constantly”
Newborn Dummies return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
68%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Newborn Dummies questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
