Is personalised baby blankets profitable to sell on Amazon United Kingdom?

The niche generates £57K/yr across 39 tracked products. 0 of 6 products launched in the last 360 days are still selling. 90-day search growth is -8.4%. Flapen's verdict: Skip it (45/100).

How competitive is the personalised baby blankets niche?

16 brands and 16 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 85% of demand.

What do buyers complain about in personalised baby blankets?

Top complaints mined from reviews: Color, Quality-Overall, Thickness. The return rate is 0.1%.

When does demand for personalised baby blankets peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the personalised baby blankets niche?

Listings span £8.49–£23.89; the average listing price is £14.94 (sweet spot $15–$100). The average incumbent carries 245 reviews — the moat a new listing must climb.

personalised baby blankets

Skip it

A small market ($57K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Review moat

Great244.72

avg incumbent reviews — the moat a new listing must climb

Competition

Great39%

top-5 click share — an open shelf

Avg price

Great£14.94

avg listing price — sweet spot $15–$100

Price range

Good£8.49–£23.89

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

Brand share

Okay85%

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

Conversion

Bad1.7%

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

Growth

Bad-8.4%

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

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Market size

Bad£57K

£57K/yr · 220K searches

According to Flapen's Amazon United Kingdom niche tracking, personalised baby blankets is a £57K/yr Amazon United Kingdom market (220K searches/yr). The top 5 brands hold 85% of demand. Verdict: Skip it — 45/100.

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

personalised baby blankets market data

Units sold / yr: 750–1K; avg 0–100/product
Revenue / yr: £11K–£15K; units × avg price
Conversion rate: 1.7%
Avg BSR: #91
Page quality: 0%
Prime: 8%
Sponsored: 79%
Out of stock: 13.9%
Avg brand age: 42 months
Avg seller age: 182 days

Competition & brand share

Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.

Brands

16 flat

Sellers

Top-5 brand share

85%

Top 20: 100%

Top-5 click share

39%

Top 20: 81%

Open market

13%

The Baby Box UK44%
Lobeko29%
Snuggle Baby6%
Hoolaroo3%
DreamBuy3%
Boozieskoozies2%
Open — no brand owns it (10 brands, 13%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -8.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top personalised baby blankets search terms

personalised baby blanket72K/yr +59.9%0.8% conv.
personalised blanket baby25K/yr -11.6%0.8% conv.
personalized baby blankets17K/yr -23.1%0.5% conv.
personalised baby blankets girl8K/yr +43.5%1.4% conv.
personalised baby blankets69K/yr -85.5%0.5% conv.
baby blanket personalised9K/yr -0.2%0.8% conv.
personalised baby blankets boys6K/yr -4.8%1.1% conv.
customised baby blanket4K/yr -11.4%0.6% conv.
baby personalised blankets4K/yr -31.4%0.4% conv.
personalised blanket baby girl3K/yr -8.3%1.2% conv.

All search terms

Top personalised baby blankets 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Personalised Baby Blanket Embroidered Elephant & Name Soft Fleece Wrap (Brown Elephant Beige Squares)

The Baby Box UK£15.974.4★82 rev

Lobeko Personalised Baby Blanket Embroidered with Name & Elephant Design Soft Customised Blanket for Newborn Baby Girl Cot & Pram Blanket Baby Girl Present 100x75cm (Pink)

Lobeko£17.064.8★541 rev

Personalised Baby Blanket Embroidered Rainbow & Name Soft Fleece Wrap (Pink Rainbow Pink Squares)

The Baby Box UK£15.814.7★43 rev

Lobeko Personalised Baby Blanket Embroidered with Name & Elephant Design Soft Customised Blanket for Newborn Baby Boy Cot & Pram Blanket Baby Boy Present 100x75cm (Blue)

Lobeko£17.204.8★541 rev

Baby Boy Girl Personalised Cable Knit Pom Pom Blanket Embroidered Name (Sage Green)

The Baby Box UK£16.984.7★39 rev

Newest

by launch date

Lobeko Personalised Baby Gift Set for Newborn Baby Embroidered Waffle Blanket Cotton Sleepsuit & Hat 03 Months Custom Baby Name for Boys Girls & New Parents (Pink Thread Colour)

Lobeko£23.896 rev

1mo ago

Lobeko Personalised Cellular Baby Blanket with Embroidered Name 100% Cotton Soft Breathable Newborn Blanket Pram Crib Moses Basket Blanket Hot Air Balloon Design 70x110cm (4 Colours) (Baby Blue)

Lobeko£15.069 rev

3mo ago

Lobeko Personalised Cellular Baby Blanket with Embroidered Name 100% Cotton Soft Breathable Newborn Blanket Pram Crib Moses Basket Blanket Hot Air Balloon Design 70x110cm (4 Colours) (White)

Lobeko£14.899 rev

3mo ago

Personalized Baby Name Blanket 35x45in Made of pure cotton warm breathable comfortable Customized Baby Blanket for Personalized Baby Gifts Unisex for Newborn (Custom embroidered blankets)

Boozieskoozies£10.3341 rev

11mo ago

Personalised Baby Blanket Embroidered Elephant & Name Soft Fleece Wrap (Brown Elephant Beige Squares)

The Baby Box UK£15.9782 rev

1y ago

What buyers say about personalised baby blankets

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

What buyers love

Quality-Overall32%

“Amazing quality”

Soft Feel25%

“soft material”

Gifting Purpose9%

“Great gift idea”

Value For Money5%

“Definitely worth the money”

Color5%

“The colour is lovely”

Advertised Vs Actual Product4%

“Exactly as advertised”

Embellishment/Embroidery Quality3%

“Lovely blanket and beautiful embroidery”

Material Quality2%

“Cotton is good”

Warmth2%

“keep the baby warm”

Upholstery/Fabric Quality1%

“No loose fibres like you get off cheaper blanket, the embroidery is perfect, the blanket is really soft and warm, excellent value for money”

What buyers complain about

Color28%

“Colour is insipid to original purchase”

Quality-Overall15%

“Poor quality”

Thickness12%

“The blanket is thick”

Size-Overall11%

“a lot bigger than I expected”

Value For Money9%

“Not worth it”

Advertised Vs Actual Product6%

“Not whats advertised”

Top return reasons

Quality-Overall30%

Size-Overall20%

Material Quality20%

Thin10%

Design-Overall5%

Advertised Vs Actual Product5%