---
title: "Newborn Dummies — £753K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/newborn-dummies"
last_updated: "2026-07-21T11:19:50.371Z"
locale: en
meta:
description: "Niche score 50/100 · £753K/yr market · 1.9M searches/yr. Prices mostly outside the sweet spot ($0.51–$12.91) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £753K/yr market · 1.9M searches/yr. Prices mostly outside the sweet spot ($0.51–$12.91) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Newborn Dummies — £753K/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 71Growth 20Conversion 57Competition 94Returns 100Price range 0Avg price 22Brand share 9Review moat 45Quality gap 23
**Returns**
**Incredible****0.1%**
return rate — above 6% kills the launch gate
**Competition**
**Great****21%**
top-5 click share — an open shelf
**Market size**
**Good****£753K**
£753K/yr · 1.9M searches
**Conversion**
**Good****4.9%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Okay****2,016.88**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.6★**
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**
**Bad****96%**
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 ~~](https://flapen.com/research/methodology)
## **newborn dummies 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 & 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**
**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.
40K30KSpike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb, Mar, Apr, May · busiest ÷ quietest = 2.6×
[**Open Trend **](https://flapen.com/research/uk/baby-products/newborn-dummies/trend)
## **Top newborn dummies search terms**
- **tommee tippee dummies**451K/yr+0.5%4.9% conv. - **dummy**214K/yr-4.4%2.7% conv. - **dummies**150K/yr-4.0%3.0% conv. - **dummies 18-36 months**127K/yr-4.7%7.8% conv. - **newborn dummies**108K/yr-20.5%3.6% conv. - **nuk dummies 0-6 months**108K/yr-15.1%5.9% conv. - **pacifier**90K/yr-8.4%1.8% conv. - **dummies 0-6 months**101K/yr-21.1%3.0% conv. - **tommee tippee dummies 18-36 months**72K/yr+9.2%7.1% conv. - **soothers**84K/yr-29.3%7.4% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/newborn-dummies/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.
0%2%£15K4%£30K6%£45K8%£60K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 86 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Tommee Tippee Fun Soothers 18-36m 6 Pack Symmetrical Silicone Teat Orthodontic Design BPA-Free Dummy Breathable Air Holes**Tommee Tippee**£9.94**4.8★2,276 rev](https://www.amazon.co.uk/dp/B0B8SKYXKV) [2**Tommee Tippee Ultra-Light StayPut Dummy 0-6m 4-Pack One-Piece Silicone Soother**Tommee Tippee**£11.42**4.5★2,878 rev](https://www.amazon.co.uk/dp/B0DPN9YJSW) [3**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**£11.04**4.7★4,221 rev](https://www.amazon.co.uk/dp/B0B99SBM1B) [4**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**£10.66**4.8★2,744 rev](https://www.amazon.co.uk/dp/B0B8SVVXNR) [5**Tommee Tippee Fun Soothers 6-18m 6 Pack Symmetrical Silicone Teat Orthodontic Design BPA-Free Dummy Breathable Air Holes**Tommee Tippee**£9.30**4.8★2,276 rev](https://www.amazon.co.uk/dp/B0B8SJ56VC)
**~~View all top sellers →~~**
### **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**£6.71**22 rev6mo ago](https://www.amazon.co.uk/dp/B0G6MP2228) [**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**£11.15**4,221 rev7mo ago](https://www.amazon.co.uk/dp/B0G39XL58Z) [**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**£11.38**737 rev7mo ago](https://www.amazon.co.uk/dp/B0G39VVJN7) [**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**£11.23**279 rev7mo ago](https://www.amazon.co.uk/dp/B0G39Y4B68) [**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**£11.11**754 rev7mo ago](https://www.amazon.co.uk/dp/B0G39VSLM4)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**NUK First Choice Baby Dummies | 0-6 Months | Orthodontic Soothers | Soothes 99% of Babies** | Red | 4 Count**NUK**£8.34**4.4★**▲ 300%**](https://www.amazon.co.uk/dp/B0FP5L1TJM) [**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**£5.06**4.6★**▲ 275%**](https://www.amazon.co.uk/dp/B0CMV7VYYH) [**MAM Original Soothers | 18-36 Months | Pack of 2 | Comes in Dummy Steriliser Box | Sustainable Materials | Baby Accessories | Pink (Various Designs)**MAM**£6.11**4.7★**▲ 258%**](https://www.amazon.co.uk/dp/B0CMV6P9F9) [**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**£6.47**4.7★**▲ 223%**](https://www.amazon.co.uk/dp/B0G52WJDJV) [**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**£5.45**4.8★**▲ 212%**](https://www.amazon.co.uk/dp/B0FBWZDRXW)
**~~View all trending →~~**
## **What buyers say about newborn dummies**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**18%
*“Great quality, arrived quickly, hopefully baby likes”*
**Value For Money**16%
*“Excellent Value”*
**Taste-Overall**7%
*“the cheery ones taste very nice”*
**Brightness/Shine/Glow**6%
*“they glow super bright”*
**Ease Of Cleaning**5%
*“Easy to clean”*
**Color**5%
*“Beautiful colours”*
**Durability**4%
*“Theyre durable as these have lasted us around 6 months, 3 teeth and no damage”*
**Flavor**4%
*“Great Flavour”*
**Design-Overall**4%
*“Very cute designs”*
**Advertised Vs Actual Product**4%
*“AS DESCRIBED”*
### **What buyers complain about **
**Color**9%
*“Not the colors I ordered”*
**Brightness/Shine/Glow**8%
*“Doesnt glow in the night”*
**Value For Money**7%
*“Slightly overpriced”*
**Shape/Style**7%
*“My baby absolutely hated these the shape is quite unusual”*
**Durability**6%
*“Breaking constantly”*
**Size-Overall**5%
*“It seemed they were short”*
**Quality-Overall**4%
*“Really cheap feel, really thing”*
**Age Suitability**4%
*“Baby didnt take it”*
**Flavor**3%
*“Not like Flavour”*
**Advertised Vs Actual Product**3%
*“Different to the photo”*
### **Top return reasons **
**Size-Overall**50%
**Advertised Vs Actual Product**13%
**Age Suitability**13%
**Defective Material/Parts**4%
**Quality-Overall**4%
**Durability**4%
**Material Quality**4%
**Color Fading/Discoloration**4%
**Color**4%
**Ease Of Cleaning**4%
## **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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