Is newborn dummies profitable to sell on Amazon United Kingdom?

The niche generates £753K/yr across 86 tracked products. 3 of 22 products launched in the last 360 days are still selling. 90-day search growth is -9.0%. Flapen's verdict: Worth a look (50/100).

How competitive is the newborn dummies niche?

9 brands and 141 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 96% of demand.

What do buyers complain about in newborn dummies?

Top complaints mined from reviews: Color, Brightness/Shine/Glow, Value For Money. The return rate is 0.1%.

When does demand for newborn dummies peak?

Demand peaks in Jan–Feb–Mar–Apr–May; the busiest month runs 2.6× the quietest.

What does it cost to enter the newborn dummies niche?

Listings span £0.51–£12.91; the average listing price is £7.98 (sweet spot $15–$100). The average incumbent carries 2,017 reviews — the moat a new listing must climb.

newborn dummies

Worth a look

Shows low returns (0.1%), but prices mostly outside the sweet spot ($0.51–$12.91) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Competition

Great21%

top-5 click share — an open shelf

Market size

Good£753K

£753K/yr · 1.9M searches

Conversion

Good4.9%

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

Review moat

Okay2,016.88

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Avg price

Bad£7.98

avg listing price — sweet spot $15–$100

Growth

Bad-9.0%

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

Brand share

Bad96%

top-5 brand share — brand-locked demand

Price range

Bad£0.51–£12.91

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

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.

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

newborn dummies market data

Units sold / yr: 125K–150K; avg 1,250–1,500/product
Revenue / yr: £998K–£1.2M; units × avg price
Conversion rate: 4.9%
Avg BSR: #22
Page quality: 0%
Prime: 99%
Sponsored: 76%
Out of stock: 4.4%
Avg brand age: 48 months
Avg seller age: 163 days

Competition & brand 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

Tommee Tippee57%
NUK20%
MAM12%
HALLS6%
AVENT2%
Bibs1%
Open — no brand owns it (3 brands, 2%)

Demand & seasonality

Weekly Amazon search volume, last 102 weeks — -9.0% search growth over the last 90 days.

Peak months: Jan, Feb, Mar, Apr, May · busiest ÷ quietest = 2.6×

Open Trend

Top newborn dummies search terms

tommee tippee dummies451K/yr +0.5%4.9% conv.
dummy214K/yr -4.4%2.7% conv.
dummies150K/yr -4.0%3.0% conv.
dummies 18-36 months127K/yr -4.7%7.8% conv.
newborn dummies108K/yr -20.5%3.6% conv.
nuk dummies 0-6 months108K/yr -15.1%5.9% conv.
pacifier90K/yr -8.4%1.8% conv.
dummies 0-6 months101K/yr -21.1%3.0% conv.
tommee tippee dummies 18-36 months72K/yr +9.2%7.1% conv.
soothers84K/yr -29.3%7.4% conv.

All search terms

Top newborn dummies 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 24 tracked products in this niche — three views at once, no toggling.

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

Tommee Tippee£9.944.8★2,276 rev

Tommee Tippee Ultra-Light StayPut Dummy 0-6m 4-Pack One-Piece Silicone Soother

Tommee Tippee£11.424.5★2,878 rev

Tommee Tippee Nighttime Soothers 18-36m 6 Pack Glow in The Dark Varied Colours and Designs Symmetrical Orthodontic Dummy BPA-Free Silicone Teat

Tommee Tippee£11.044.7★4,221 rev

Tommee Tippee Nighttime Soothers 6-18m 6 Pack Glow in The Dark Varied Colours and Designs Symmetrical Orthodontic Dummy BPA-Free Silicone Teat

Tommee Tippee£10.664.8★2,744 rev

Tommee Tippee Fun Soothers 6-18m 6 Pack Symmetrical Silicone Teat Orthodontic Design BPA-Free Dummy Breathable Air Holes

Tommee Tippee£9.304.8★2,276 rev

Newest

by launch date

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

Tommee Tippee£11.154,221 rev

7mo ago

NUK£5.872,808 rev

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

Tommee Tippee£6.1262 rev

9mo ago

Tommee Tippee Ultra-Light StayPut Dummy 0-6m 4-Pack One-Piece Silicone Soother

Tommee Tippee£11.422,878 rev

1y ago

Tommee Tippee Ultra-Light StayPut Dummy 6-18m 4-Pack One-Piece Silicone Soother

Tommee Tippee£11.151,084 rev

1y ago

What buyers say about newborn dummies

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall18%

“Great quality, arrived quickly, hopefully baby likes”

Value For Money16%

“Excellent Value”

Taste-Overall7%

“the cheery ones taste very nice”

Brightness/Shine/Glow6%

“they glow super bright”

Ease Of Cleaning5%

“Easy to clean”

Color5%

“Beautiful colours”

Durability4%

“Theyre durable as these have lasted us around 6 months, 3 teeth and no damage”

Flavor4%

“Great Flavour”

Design-Overall4%

“Very cute designs”

Advertised Vs Actual Product4%

“AS DESCRIBED”

What buyers complain about

Color9%

“Not the colors I ordered”

Brightness/Shine/Glow8%

“Doesnt glow in the night”

Value For Money7%

“Slightly overpriced”

Shape/Style7%

“My baby absolutely hated these the shape is quite unusual”

Durability6%

“Breaking constantly”

Size-Overall5%

“It seemed they were short”

Quality-Overall4%

“Really cheap feel, really thing”

Age Suitability4%

“Baby didnt take it”

Flavor3%

“Not like Flavour”

Advertised Vs Actual Product3%

“Different to the photo”

Top return reasons

Size-Overall50%

Advertised Vs Actual Product13%

Age Suitability13%

Defective Material/Parts4%

Quality-Overall4%

Durability4%

Material Quality4%

Color Fading/Discoloration4%

Color4%

Ease Of Cleaning4%

Common questions

Is newborn dummies profitable to sell on Amazon United Kingdom?: The niche generates £753K/yr across 86 tracked products. 3 of 22 products launched in the last 360 days are still selling. 90-day search growth is -9.0%. Flapen's verdict: Worth a look (50/100).
How competitive is the newborn dummies niche?: 9 brands and 141 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 96% of demand.
What do buyers complain about in newborn dummies?: Top complaints mined from reviews: Color, Brightness/Shine/Glow, Value For Money. The return rate is 0.1%.
When does demand for newborn dummies peak?: Demand peaks in Jan–Feb–Mar–Apr–May; the busiest month runs 2.6× the quietest.
What does it cost to enter the newborn dummies niche?: Listings span £0.51–£12.91; the average listing price is £7.98 (sweet spot $15–$100). The average incumbent carries 2,017 reviews — the moat a new listing must climb.