newborn dummies
Worth a lookShows 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 6% 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
Okay2,016.88avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad£7.98avg 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–£12.91cheapest 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
Market data
- Units sold / yr
- 125K–150K
- avg 1,250–1,500/product
- Revenue / yr
- £998K–£1.2M
- units × avg price
- Launch success
- 14%
- 3 of 22 new (360d)
- 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
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%)
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×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 86 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
Soothers Variety Pack 5 x 45g | Honey Lemon Blackcurrant Cherry Strawberry Peach & Raspberry | Soothing Cough Sweets | Individually Wrapped Throat Lozenges | KYNZA Kraft Box
KYNZA£6.7122 rev
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
Tommee Tippee Ultimate Fit Soother 6-18 Months 4 Pack Orthodontic Dummy for Babies Symmetrical Teat Air Holes 100% BPA Free Silicone Steriliser Safe Club House Collection
Tommee Tippee£11.38737 rev
Tommee Tippee Newborn Soother 0-2 Months 4 Pack Orthodontic Dummy Extra Air Holes Tiny Teat 100% BPA Free Steriliser Safe Pale Plum and Cotton Candy
Tommee Tippee£11.23279 rev
Tommee Tippee Ultimate Fit Soother 0-6 Months 4 Pack Orthodontic Dummy for Babies Extra Air Holes Symmetrical Teat 100% BPA Free Silicone Steriliser Safe Club House Collection
Tommee Tippee£11.11754 rev
Trending
90-day click momentum
NUK First Choice Baby Dummies | 0-6 Months | Orthodontic Soothers | Soothes 99% of Babies** | Red | 4 Count
NUK£8.344.4★
MAM Original Start Soothers | 0-2 Months | 2 Pack | Newborn Dummies | Comes in Dummy Steriliser Case | Sustainable Materials | Baby Accessories for Newborn | Pink/Lilac (Various Designs)
MAM£5.064.6★
MAM Original Soothers | 18-36 Months | Pack of 2 | Comes in Dummy Steriliser Box | Sustainable Materials | Baby Accessories | Pink (Various Designs)
MAM£6.114.7★
Tommee Tippee Latex Ultimate Fit Soother 0-6m 2 Pack Orthodontic Dummy Microwave Sterilising Case Natural Latex Teat Air Holes 100% BPA Free Earth Bound
Tommee Tippee£6.474.7★
Philips Avent Ultra Air Soothers - Orthodontic Design for Babies 18 Months+ Soft Silicone Symmetrical Teat BPA-Free with Sterilizing Case 2 Pack SCF349/47
AVENT£5.454.8★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Great quality, arrived quickly, hopefully baby likes”
“Excellent Value”
“the cheery ones taste very nice”
“they glow super bright”
“Easy to clean”
“Beautiful colours”
“Theyre durable as these have lasted us around 6 months, 3 teeth and no damage”
“Great Flavour”
“Very cute designs”
“AS DESCRIBED”
What buyers complain about
“Not the colors I ordered”
“Doesnt glow in the night”
“Slightly overpriced”
“My baby absolutely hated these the shape is quite unusual”
“Breaking constantly”
“It seemed they were short”
“Really cheap feel, really thing”
“Baby didnt take it”
“Not like Flavour”
“Different to the photo”
Top return reasons
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.
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