newborn nappies
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Avg price
Great£19.97avg listing price — sweet spot $15–$100
Market size
Great£1.2M£1.2M/yr · 1.3M searches
Price range
Good£3.90–£36.81cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Good4.4%search→purchase rate — share of searches ending in a sale
Review moat
Okay3,238.83avg incumbent reviews — the moat a new listing must climb
Growth
Bad-4.9%90-day search growth — must beat 0% to launch
Competition
Bad78%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, newborn nappies is a £1.2M/yr Amazon United Kingdom market (1.3M searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 49/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
newborn nappies market data
- Units sold / yr
- 60K–80K
- avg 3,000–4,000/product
- Revenue / yr
- £1.2M–£1.6M
- units × avg price
- Conversion rate
- 4.4%
- Avg BSR
- #19
- Page quality
- 0%
- Prime
- 92%
- Sponsored
- 83%
- Out of stock
- 3.6%
- Avg brand age
- 51 months
- Avg seller age
- 157 days
Competition & brand share
The top 5 products capture 78% of clicks — a locked-up shelf that new listings rarely crack.Brands
5 falling
Sellers
65
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
78%
Top 20: 100%
Open market
0%
- Pampers74%
- Aldi9%
- HUBSIDIA9%
- by Amazon6%
- Pura3%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.9% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top newborn nappies search terms
- nappies333K/yr
- pampers201K/yr
- pampers size 1185K/yr
- newborn nappies99K/yr
- nappies size 174K/yr
- baby nappies57K/yr
- size 1 nappies48K/yr
- diapers74K/yr
- nappy40K/yr
- nappies newborn38K/yr
Top newborn nappies 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.
All 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Pampers Premium Protection New Baby Size 1 180 Nappies 2kg-5kg Monthly Pack The Only Newborn Nappy Approved by British Skin Foundation
Pampers£27.074.4★970 rev
Pampers Premium Protection New Baby Size 2 240 Nappies 4kg-8kg Monthly Pack The Only Newborn Nappy Approved by British Skin Foundation
Pampers£36.474.4★970 rev
Mamia Size 1 Nappies Newborn 24 Pack 144 Nappies (6 x 24)
Aldi£12.034.5★211 rev
Pampers Premium Protection S1 x50
Pampers£6.734.7★229 rev
Pampers Harmonie Nappies Size 1 180 Nappies 2kg-5kg Monthly Pack Gentle Skin Protection with 100 Percent Pampers Protection
Pampers£35.994.6★8,276 rev
Newest
by launch date
Hubsidia New Baby Size 1 Nappies 3 Packs x 22 66 Total Nappy Bundle
HUBSIDIA£26.050 rev
Pura Newborn Baby Nappies Size 1 25 Count 2-5kg/4-11lbs Cloud Soft Premium Nappies for Hypoallergenic & Sensitive Skin Toxin-Free* Wetness Indicator Up to 12 Hours Leak Protection
Pura£3.90200 rev
Newborn Nappies Size 0 | 3 Packs of New Born Premium Protection Nappy (3 x 24)
HUBSIDIA£26.6181 rev
Pampers Premium Protection New Baby Size 1 180 Nappies 2kg-5kg Monthly Pack The Only Newborn Nappy Approved by British Skin Foundation
Pampers£27.07970 rev
Pampers Premium Protection New Baby Size 2 240 Nappies 4kg-8kg Monthly Pack The Only Newborn Nappy Approved by British Skin Foundation
Pampers£36.47970 rev
Trending
90-day click momentumHubsidia New Baby Size 1 Nappies 3 Packs x 22 66 Total Nappy Bundle
HUBSIDIA£26.050.0★
Pampers Diaper Size 0 (<3 kg) Premium Care Diapers 30 Pcs Best Comfort and Sensitive Skin Protection from Pampers
Pampers£10.834.6★
By Amazon - 48 Ultra Dry Nappies - Size 1 (2-5 kg) (Previously a Mama Bear Brand Same Product)
by Amazon£6.224.1★
By Amazon - 70 Ultra Dry Nappies - Size 6 (15+ kg) (Previously a Mama Bear Brand Same Product)
by Amazon£10.904.1★
Mamia Size 1 Nappies Newborn 24 Pack 144 Nappies (6 x 24)
Aldi£12.034.5★
What buyers say about newborn nappies
What buyers praise and complain about, mined from review topics.What buyers love
“Soft and absorbent”
“Affordable Price”
“The nappy are a good quality”
“they absorb really well”
“do not leak”
“Great fit”
“As described”
“Very Nice & Comfortable”
“Just a really bad nappy lol - bought it because it was eco friendly and on sale”
“with the added bonus of being allergy and eczema safe, they're just too good to pass up”
What buyers complain about
“within a hour my daughter had the biggest allergic reaction anywhere the nappy had touched her skin had caused big welt marks thankfully some antihistamines calmed them down”
“always leaks”
“Not worth it”
“Bad quality”
“Baby has incredibly long thin legs too”
“Misleading description”
“the back of these nappies is so hard that's impossible to believe”
“Bad reactions”
“the tabs arent sticky enough so sometimes comes undone or nappy slides down babys butt which”
“They are actually too big although the baby is 6.5 pounds”
Common questions
- Is newborn nappies profitable to sell on Amazon United Kingdom?
- The niche generates £1.2M/yr across 12 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -4.9%. Flapen's verdict: Skip it (49/100).
- How competitive is the newborn nappies niche?
- 5 brands and 65 sellers compete. The top 5 products take 78% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in newborn nappies?
- Top complaints mined from reviews: Allergies, Leak-Proof, Value For Money. The return rate is 0.1%.
- When does demand for newborn nappies peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the newborn nappies niche?
- Listings span £3.90–£36.81; the average listing price is £19.97 (sweet spot $15–$100). The average incumbent carries 3,239 reviews — the moat a new listing must climb.