Is nipple shields profitable to sell on Amazon United Kingdom?

The niche generates £279K/yr across 17 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -5.4%. Flapen's verdict: Skip it (48/100).

How competitive is the nipple shields niche?

13 brands and 36 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 80% of demand.

What do buyers complain about in nipple shields?

Top complaints mined from reviews: Size-Overall, Functionality-Overall, Adhesion/Stickiness. The return rate is 2.3%.

When does demand for nipple shields peak?

Demand is steady year-round — the busiest month runs 1.2× the quietest.

What does it cost to enter the nipple shields niche?

Listings span £4.93–£21.73; the average listing price is £10.06 (sweet spot $15–$100). The average incumbent carries 5,247 reviews — the moat a new listing must climb.

nipple shields

Skip it

Soft demand (-5.4% this quarter) — this niche doesn't clear our bar today.

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Conversion

Great7.6%

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

Returns

Good2.3%

return rate — above 5% kills the launch gate

Market size

Good£279K

£279K/yr · 364K searches

Brand share

Okay80%

top-5 brand share — brands hold most of the demand

Price range

Okay£4.93–£21.73

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

Competition

Okay63%

top-5 click share — leaders hold, buyers still browse

Avg price

Okay£10.06

avg listing price — sweet spot $15–$100

Review moat

Bad5,247.06

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-5.4%

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

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.

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

nipple shields market data

Units sold / yr: 25K–30K; avg 1,500–2,000/product
Revenue / yr: £252K–£302K; units × avg price
Conversion rate: 7.6%
Avg BSR: #130
Page quality: 0%
Prime: 100%
Sponsored: 88%
Out of stock: 12.4%
Avg brand age: 43 months
Avg seller age: 178 days

Competition & brand share

The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.

Brands

13 rising

Sellers

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%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -5.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.2×

Open Trend

Top nipple shields search terms

nipple shields for breastfeeding209K/yr -4.0%7.2% conv.
nipple shields62K/yr +2.7%5.7% conv.
mam nipple shields for breastfeeding20K/yr +2.0%14.1% conv.
nipple shield18K/yr -3.4%4.7% conv.
nippleshield10K/yr -1.2%4.7% conv.
mam nipple shields8K/yr +8.0%12.4% conv.
nipple covers breastfeeding5K/yr -1.9%2.8% conv.
nipple guards breastfeeding4K/yr +31.1%6.0% conv.
breastfeeding nipple shields4K/yr -5.6%5.0% conv.
breast feeding nipple shields4K/yr -27.4%6.3% conv.

All search terms

Top nipple shields 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 17 tracked products in this niche — three views at once, no toggling.

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

Medela£6.944.3★16,553 rev

MAM£7.354.3★8,398 rev

Medela Silicone Contact Nipple Shields Soft Ultra-Thin Design Made Without BPA 1 Pack of 2 Shields (24 mm) and Case

Medela£7.084.3★16,553 rev

Lansinoh Contact Nipple Shields for Breastfeeding with Case - 2 Pack (24mm Large) - 100% Silicone - Ultra-Thin - Support Flat & Invert Nipples - Breast Feeding Essentials

Lansinoh£5.514.3★2,732 rev

Medela Silicone Contact Nipple Shields Soft Ultra-Thin Design Made Without BPA 1 Pack of 2 Shields (16 mm) and Case

Medela£7.134.3★16,553 rev

Newest

by launch date

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

Hranio£8.1512 rev

7mo ago

Momcozy Nipple Shield Floral Contact Nipple Shield for Breastfeeding Moms with Flat or Inverted Nipples Made Without BPA/BPS (1 Pair 17mm)

momcozy£11.5749 rev

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

Porwke£7.8323 rev

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)

Luxemum£4.93329 rev

11mo ago

Munchkin Flow 24mm Nipple Shield+ with See-Thru Channel | Breastfeeding

Munchkin£15.1051 rev

1y ago

What buyers say about nipple shields

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

What buyers love

Value For Money16%

“Worth it”

Quality-Overall15%

“Very good quality nipple shields – practical, useful, and well made”

Comfort-Overall11%

“They are comfortable”

Breastfeeding Friendly11%

“Saved my breastfeeding journey”

Ease Of Cleaning9%

“easy to clean”

Ease Of Use4%

“easy to use”

Durability4%

“Very useful and durable”

Size-Overall3%

“Good size”

Locking Mechanism3%

“They made it so much easier to latch for my baby”

Advertised Vs Actual Product2%

“Exactly as described”

What buyers complain about

Size-Overall20%

“Far too big”

Functionality-Overall17%

“Not effective”

Adhesion/Stickiness10%

“Not that great it doesnt stick at all”

Ease Of Use9%

“Cannot use”

Thickness8%

“Too thick to be invisible”

Value For Money6%

“Waste of money it doesn't stay on because of its shape”

Quality-Overall3%

“Cheap”

Choking2%

“is a sign their tongue is losing suctions”

Shape/Style2%

“don't have the same shape of bottle nipple”

Thin2%

“Too thin”

Top return reasons

Size-Overall60%

Functionality-Overall10%

Adhesion/Stickiness4%

Breastfeeding Friendly3%

Quality-Overall3%

Compatibility-Overall3%