Nipple Shields
soft demand (-5.4% this quarter) — Nipple Shields doesn't clear our bar today.
Flapen Score
Top 46% of 638 Baby Products niches · +1 vs the category median of 47
Is Nipple Shields profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Nipple Shields is a £279K/yr Amazon United Kingdom market (364K searches/yr). The top 5 brands hold 80% of demand. Verdict: Skip it — 48/100.
Nipple Shields: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved -5.4% over the last 90 days and 7.6% of searches end in a purchase.
£279K
revenue / yr
Who owns the niche?
The top 5 brands hold 80% of demand, so 20% of the market is open.
20%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.2★ — the gap to enter on.
0/100
page quality · 17 products
Top Nipple Shields 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
Medela Silicone Contact Nipple Shields Soft Ultra-Thin Design Made Without BPA 1 Pack of 2 Shields (20 mm) and Case
- Price
- £6.94
- Rating
- 4.3/5
- Reviews
- 16,553
- Age
- 17y ago
MAM Nipple Shield | Medium | 2 Pack | Comes in Sterilisable Travel Case | SkinSoft Silicone Familiar for Baby | Protects and Supports Breastfeeding
- Price
- £7.35
- Rating
- 4.3/5
- Reviews
- 8,398
- Age
- 3y ago
Medela Silicone Contact Nipple Shields Soft Ultra-Thin Design Made Without BPA 1 Pack of 2 Shields (24 mm) and Case
- Price
- £7.08
- Rating
- 4.3/5
- Reviews
- 16,553
- Age
- 18y ago
Lansinoh Contact Nipple Shields for Breastfeeding with Case - 2 Pack (24mm Large) - 100% Silicone - Ultra-Thin - Support Flat & Invert Nipples - Breast Feeding Essentials
- Price
- £5.51
- Rating
- 4.3/5
- Reviews
- 2,732
- Age
- 9y ago
Medela Silicone Contact Nipple Shields Soft Ultra-Thin Design Made Without BPA 1 Pack of 2 Shields (16 mm) and Case
- Price
- £7.13
- Rating
- 4.3/5
- Reviews
- 16,553
- Age
- 18y ago
Trending
90-day click momentum
NEATS Nipple Covers for Women Reusable & Hypoallergenic Silicone Pasties Adhesive Breast Petals (Champagne 8cm)
- Price
- £16.29
- Rating
- 4.3/5
- Reviews
- 3,429
- Age
- 6y ago
XJSGS Nipple Covers Nipple Pasties Invisible Silicone Nipple Cover Reusable Adhesive Nipple Stickers(2pairs)
- Price
- £5.35
- Rating
- 4.3/5
- Reviews
- 2,684
- Age
- 8y ago
Nipple Shields for Breastfeeding 100% Food-Grade Silicone Nipple Shields Without BPA/BPS Breast Feeding Essentials Includes 2 Shields and Case Ultra-Thin & Super-Soft Protect Breastfeeding S-17mm
- Price
- £8.15
- Rating
- 4.2/5
- Reviews
- 12
- Age
- 7mo ago
COVERbasics Original Italian Silver Nursing Cups - Nipple Shields for Breastfeeding - Helps Soothe and Protect Sore Nipples - Dermatologically Tested - Medical Device (Regular)
- Price
- £14.95
- Rating
- 4.5/5
- Reviews
- 1,941
- Age
- 5y ago
Nipple Shields for Breastfeeding Newborn Breastfeeding Essentials Supplies for Nursing Baby Nipple Guards BPA Free Reusable Soft Silicone for Latch Difficulties/Flat/Inverted Nipples (20mm 2-Pack)
- Price
- £4.93
- Rating
- 4.2/5
- Reviews
- 329
- Age
- 11mo ago
Newest
by launch dateNipple Shields for Breastfeeding 100% Food-Grade Silicone Nipple Shields Without BPA/BPS Breast Feeding Essentials Includes 2 Shields and Case Ultra-Thin & Super-Soft Protect Breastfeeding S-17mm
- Price
- £8.15
- Rating
- 4.2/5
- Reviews
- 12
- Age
- 7mo ago
Momcozy Nipple Shield Floral Contact Nipple Shield for Breastfeeding Moms with Flat or Inverted Nipples Made Without BPA/BPS (1 Pair 17mm)
- Price
- £11.57
- Rating
- 3.9/5
- Reviews
- 49
- Age
- 8mo ago
Porwke Nipple Shields for Breastfeeding 17mm 100% Food-Grade Silicone Nipple Shields Without BPA/BPS Breast Feeding Essentials Includes 2 Shields and Case Ultra-Thin & Soft Protect Breastfeeding
- Price
- £7.83
- Rating
- 4.0/5
- Reviews
- 23
- Age
- 10mo ago
Nipple Shields for Breastfeeding Newborn Breastfeeding Essentials Supplies for Nursing Baby Nipple Guards BPA Free Reusable Soft Silicone for Latch Difficulties/Flat/Inverted Nipples (20mm 2-Pack)
- Price
- £4.93
- Rating
- 4.2/5
- Reviews
- 329
- Age
- 11mo ago
Munchkin Flow 24mm Nipple Shield+ with See-Thru Channel | Breastfeeding
- Price
- £15.10
- Rating
- 3.0/5
- Reviews
- 51
- Age
- 1y ago
Competition: brands, sellers & click share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.
Brands
13 rising
Sellers
36
Top-5 brand share
80%
Top 20: 100%
Top-5 click share
63%
Top 20: 100%
Open market
16%
- Medela40%
- MAM22%
- Lansinoh10%
- momcozy5%
- KOALA BABYCARE4%
- Luxemum4%
- Open — no brand owns it (7 brands, 16%)
Nipple Shields demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.2×
Top Nipple Shields search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- nipple shields for breastfeeding209K/yr
- nipple shields62K/yr
- mam nipple shields for breastfeeding20K/yr
- nipple shield18K/yr
- nippleshield10K/yr
- mam nipple shields8K/yr
- nipple covers breastfeeding5K/yr
- nipple guards breastfeeding4K/yr
- breastfeeding nipple shields4K/yr
- breast feeding nipple shields4K/yr
What reviews say buyers love and hate about Nipple Shields
What buyers mention most, as a share of all reviews.
What buyers love
78% of reviews“Worth it”
“Very good quality nipple shields – practical, useful, and well made”
“They are comfortable”
“Saved my breastfeeding journey”
“easy to clean”
What buyers complain about
80% of reviews“Far too big”
“Not effective”
“Not that great it doesnt stick at all”
“Cannot use”
“Too thick to be invisible”
Nipple Shields return rate & reasons
Why buyers send it back, as a share of all return requests.
2.3%
Return rate
71%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Nipple Shields 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.
