potty
Worth a lookShows low returns (1.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible1.0%return rate — above 6% kills the launch gate
Market size
Great£1.3M£1.3M/yr · 1.8M searches
Avg price
Great£15.29avg listing price — sweet spot $15–$100
Brand share
Good65%top-5 brand share — brands hold most of the demand
Conversion
Good4.7%search→purchase rate — share of searches ending in a sale
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Price range
Good£4.19–£26.91cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Bad5,688avg incumbent reviews — the moat a new listing must climb
Growth
Bad-3.3%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, potty is a £1.3M/yr Amazon United Kingdom market (1.8M searches/yr). The top 5 brands hold 65% of demand. Demand peaks in Jul. Verdict: Worth a look — 57/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 80K–100K
- avg 1,500–2,000/product
- Revenue / yr
- £1.2M–£1.5M
- units × avg price
- Launch success
- —
- 2 of 4 new (360d)
- Conversion rate
- 4.7%
- Avg BSR
- #15
- Page quality
- 0%
- Prime
- 90%
- Sponsored
- 73%
- Out of stock
- 4.7%
- Avg brand age
- 46 months
- Avg seller age
- 177 days
Competition
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
21 falling
Sellers
42
Top-5 brand share
65%
Top 20: 99%
Top-5 click share
53%
Top 20: 87%
Open market
31%
- Nuby25%
- Ingenuity17%
- Glenmore11%
- My Carry Potty8%
- Venture5%
- Peppa Pig4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -3.3% search growth over the last 90 days.Peak months: Jul · busiest ÷ quietest = 1.8×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 30 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Nuby Beginners Potty Training Seat with Removable Bowl and Integrated Splash Guard Fun Transition to The Big Toilet Non-Slip Base Gray
Nuby£7.384.5★560 rev
Potty Toilet Potties Training Chair Baby Kids Boys Girls Toddler Dinosaur Urinal Pot Comfortable Children 1-6 Year Old Childrens Infant Toilets Toddlers Animal Pottie with Lid Back Pottys Trainer Blue
Glenmore£13.784.7★579 rev
Ingenuity My Size Potty Pro Infant Potty Training Toilet Lifelike Flushing Sound Splash Guard Easy to Clean with Removable Bowl Wipe Storage 18 Months + (White)
Ingenuity£15.414.4★11,149 rev
Ingenuity My Size Potty Pro Infant Potty Training Toilet Lifelike Flushing Sound Splash Guard Easy to Clean with Removable Bowl Wipe Storage 18 Months + (Pink)
Ingenuity£14.984.4★11,149 rev
Venture Pote Pals (Grey) Interactive Potty Training Toilet - Award Winning Childrens Potty with Lights & Sounds Removable Inner Tray Multiple Lids Wipe Storage & Anti-Slip Feet
Venture£22.694.7★5,083 rev
Newest
by launch date
Dreambaby My First Stage Potty Anti Slip Potty Compact and Lightweight Anti Splash Guard Baby Toddler Potty Suitable for 18 Months and up. Maximum Weight 25kg - White
Dreambaby£4.198 rev
Shnuggle Ergonomic Toddler Potty Training Toilet with Easy Pour Spout Hygienic One Piece Design Stable Base Comfortable Seat and Easy Clean Finish - Taupe
Shnuggle£7.8311 rev
Kidoola 3-in-1 Potty Training Seat & Step Stool Convertible Potty Chair & Toilet Trainer for Kids Ages 24+ Universal Fit Removable Bowl Non-Slip Easy Clean Lightweight Pink 40.5x37.5x25cm
kidoola£16.20155 rev
Potty Training Toilet Seat Upgrade 3 in 1 Toddler Toilet Seat and Steps Stool for Boys Girls Non-Slip Splash Guard KidsToilet Seat with Ladder Adjustable Child Toilet Training in Bathroom
MomTend£13.1926 rev
Potty Training Toddler Toilet Baby Potty Chair Toilet Seat for Kids Boys Girls for Toddlers with Splash Guard Non-Slip Removable Bowl for Ages 1-6 Childrens (Green)
Sweetmirth£7.78127 rev
Trending
90-day click momentumDreambaby My First Stage Potty Anti Slip Potty Compact and Lightweight Anti Splash Guard Baby Toddler Potty Suitable for 18 Months and up. Maximum Weight 25kg - White
Dreambaby£4.194.1★
Kidoola 3-in-1 Potty Training Seat & Step Stool Convertible Potty Chair & Toilet Trainer for Kids Ages 24+ Universal Fit Removable Bowl Non-Slip Easy Clean Lightweight Pink 40.5x37.5x25cm
kidoola£16.204.5★
Potty Training Toilet Seat Upgrade 3 in 1 Toddler Toilet Seat and Steps Stool for Boys Girls Non-Slip Splash Guard KidsToilet Seat with Ladder Adjustable Child Toilet Training in Bathroom
MomTend£13.194.4★
Shnuggle Ergonomic Toddler Potty Training Toilet with Easy Pour Spout Hygienic One Piece Design Stable Base Comfortable Seat and Easy Clean Finish - Taupe
Shnuggle£7.834.5★
JackLoveBriefs Baby Potty Training Pants Boys Girls Training Underwear Reusable 10 Packs L Multicolor
JackLoveBriefs£20.504.2★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality and easy to clean”
“Easy cleaning”
“Strong plastic material”
“Perfect fit”
“easy to use”
“Great product reasonable price”
“found it comfortable”
“As advertised”
“Easy to install”
“Excellent Training Potty for Kids”
What buyers complain about
“Doesn't fit car seats”
“Not Waterproof”
“Difficult to assemble”
“It's so expensive for something so small”
“like the clips to hold it in place is not working”
“Felt instructions could have been a bit clearer”
“Broken after 1 month”
“it leaks”
“Difficult to open”
“the potty was filthy dirty”
Top return reasons
Common questions
- Is potty profitable to sell on Amazon United Kingdom?
- The niche generates £1.3M/yr across 30 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is -3.3%. Flapen's verdict: Worth a look (57/100).
- How competitive is the potty niche?
- 21 brands and 42 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 65% of demand.
- What do buyers complain about in potty?
- Top complaints mined from reviews: Size-Overall, Water Resistance, Assembly/Installation. The return rate is 1.0%.
- When does demand for potty peak?
- Demand peaks in Jul; the busiest month runs 1.8× the quietest.
- What does it cost to enter the potty niche?
- Listings span £4.19–£26.91; the average listing price is £15.29 (sweet spot $15–$100). The average incumbent carries 5,688 reviews — the moat a new listing must climb.
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