---
title: "Potty — £1.3M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/potty"
last_updated: "2026-07-21T11:43:19.823Z"
locale: en
meta:
description: "Niche score 57/100 · £1.3M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 57/100 · £1.3M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Potty — £1.3M/yr Amazon UK Niche (2026) - Flapen"
---
# **potty**
**Worth a look**
Shows low returns (1.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 83Growth 23Conversion 55Competition 54Returns 95Price range 52Avg price 76Brand share 66Review moat 24Quality gap 40
**Returns**
**Incredible****1.0%**
return rate — above 6% kills the launch gate
**Market size**
**Great****£1.3M**
£1.3M/yr · 1.8M searches
**Avg price**
**Great****£15.29**
avg listing price — sweet spot $15–$100
**Brand share**
**Good****65%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Good****4.7%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****53%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Good****£4.19–£26.91**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****5,688**
avg 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 ~~](https://flapen.com/research/methodology)
## **potty 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 & brand share**
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.
60K40KSpike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/uk/baby-products/potty/trend)
## **Top potty search terms**
- **potty**1.0M/yr+1.6%4.7% conv. - **potty training**352K/yr-5.8%1.6% conv. - **baby potty**47K/yr-4.1%2.1% conv. - **toilet potty**42K/yr-15.3%2.9% conv. - **potty toilet**41K/yr-36.2%2.4% conv. - **toddler potty**32K/yr+7.7%3.3% conv. - **potties**26K/yr-10.6%1.7% conv. - **kids potty**22K/yr-1.5%3.2% conv. - **potties for toddlers**22K/yr-4.7%1.9% conv. - **boys potty**21K/yr-3.3%3.5% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/potty/search-terms)
## **Top potty 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.
0%10%£130K20%£259K30%£389K40%£518K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 30 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Nuby Beginners Potty Training Seat with Removable Bowl and Integrated Splash Guard Fun Transition to The Big Toilet Non-Slip Base Gray**Nuby**£7.38**4.5★560 rev](https://www.amazon.co.uk/dp/B0CTTXGD9T) [2**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**£13.78**4.7★579 rev](https://www.amazon.co.uk/dp/B0BQMCFR1P) [3**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**£15.41**4.4★11,149 rev](https://www.amazon.co.uk/dp/B0BZ2PFVSN) [4**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**£14.98**4.4★11,149 rev](https://www.amazon.co.uk/dp/B0CPQ77SRB) [5**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**£22.69**4.7★5,083 rev](https://www.amazon.co.uk/dp/B07KYN78TZ)
**~~View all top sellers →~~**
### **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**£4.19**8 rev4mo ago](https://www.amazon.co.uk/dp/B0GT23596Y) [**Shnuggle Ergonomic Toddler Potty Training Toilet with Easy Pour Spout Hygienic One Piece Design Stable Base Comfortable Seat and Easy Clean Finish - Taupe**Shnuggle**£7.83**11 rev5mo ago](https://www.amazon.co.uk/dp/B0GMWPPYRD) [**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**£16.20**155 rev6mo ago](https://www.amazon.co.uk/dp/B0GF28WTVK) [**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**£13.19**26 rev7mo ago](https://www.amazon.co.uk/dp/B0G6CTQXFQ) [**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**£7.78**127 rev1y ago](https://www.amazon.co.uk/dp/B0F7KD6NCQ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£4.19**4.1★**▲ 207%**](https://www.amazon.co.uk/dp/B0GT23596Y) [**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**£16.20**4.5★**▲ 161%**](https://www.amazon.co.uk/dp/B0GF28WTVK) [**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**£13.19**4.4★**▲ 133%**](https://www.amazon.co.uk/dp/B0G6CTQXFQ) [**Shnuggle Ergonomic Toddler Potty Training Toilet with Easy Pour Spout Hygienic One Piece Design Stable Base Comfortable Seat and Easy Clean Finish - Taupe**Shnuggle**£7.83**4.5★**▲ 119%**](https://www.amazon.co.uk/dp/B0GMWPPYRD) [**JackLoveBriefs Baby Potty Training Pants Boys Girls Training Underwear Reusable 10 Packs L Multicolor**JackLoveBriefs**£20.50**4.2★**▲ 110%**](https://www.amazon.co.uk/dp/B0F2MQ3K9S)
**~~View all trending →~~**
## **What buyers say about potty**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**19%
*“Good quality and easy to clean”*
**Ease Of Cleaning**12%
*“Easy cleaning”*
**Strength**11%
*“Strong plastic material”*
**Size-Overall**7%
*“Perfect fit”*
**Ease Of Use**7%
*“easy to use”*
**Value For Money**5%
*“Great product reasonable price”*
**Comfort-Overall**5%
*“found it comfortable”*
**Advertised Vs Actual Product**4%
*“As advertised”*
**Assembly/Installation**3%
*“Easy to install”*
**Fun/Entertainment Experience**3%
*“Excellent Training Potty for Kids”*
### **What buyers complain about **
**Size-Overall**21%
*“Doesn't fit car seats”*
**Water Resistance**7%
*“Not Waterproof”*
**Assembly/Installation**5%
*“Difficult to assemble”*
**Value For Money**4%
*“It's so expensive for something so small”*
**Functionality-Overall**4%
*“like the clips to hold it in place is not working”*
**Instructions/User Manual/Troubleshooting**4%
*“Felt instructions could have been a bit clearer”*
**Durability**4%
*“Broken after 1 month”*
**Leak-Proof**3%
*“it leaks”*
**Ease Of Use**3%
*“Difficult to open”*
**Ease Of Cleaning**3%
*“the potty was filthy dirty”*
### **Top return reasons **
**Size-Overall**46%
**Defective Material/Parts**6%
**Strength**6%
**Quality-Overall**4%
**Age Suitability**4%
**Functionality-Overall**3%
**Comfort-Overall**3%
**Compatibility-Overall**2%
**Value For Money**2%
**Leak-Proof**2%
## **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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