premature dummies
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Competition
Great38%top-5 click share — an open shelf
Conversion
Good6.2%search→purchase rate — share of searches ending in a sale
Review moat
Good1,426.39avg incumbent reviews — the moat a new listing must climb
Market size
Okay£157K£157K/yr · 293K searches
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad£8.65avg listing price — sweet spot $15–$100
Growth
Bad-17.9%90-day search growth — must beat 0% to launch
Price range
Bad£4.97–£16.06cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, premature dummies is a £157K/yr Amazon United Kingdom market (293K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in May–Jun–Jul. Verdict: Skip it — 43/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
premature dummies market data
- Units sold / yr
- 15K–20K
- avg 250–500/product
- Revenue / yr
- £130K–£173K
- units × avg price
- Conversion rate
- 6.2%
- Avg BSR
- #57
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 2.5%
- Avg brand age
- 48 months
- Avg seller age
- 157 days
Competition & brand share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
3 falling
Sellers
55
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
38%
Top 20: 85%
Open market
0%
- MAM67%
- Tommee Tippee32%
- NANOBÉBÉ1%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -17.9% search growth over the last 90 days.Peak months: May, Jun, Jul · busiest ÷ quietest = 3.9×
Top premature dummies search terms
- tommee tippee dummies 0-6 months45K/yr
- mam dummies 0-2 months32K/yr
- mam dummies newborn40K/yr
- mam newborn dummies35K/yr
- tommy tippee dummies 0-6 months18K/yr
- tommee tippee dummies newborn15K/yr
- premature dummies19K/yr
- mam dummy 0-2 months12K/yr
- mam 0-2 months dummies10K/yr
- tomee tippee dummy 0-610K/yr
Top premature dummies 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
MAM Original Start Soothers | 0-2 Months | 2 Pack | Newborn Dummies | Comes in Dummy Steriliser Case | Sustainable Materials | Baby Accessories for Newborn | Buttercup/Cream (Various Designs)
MAM£5.104.6★866 rev
MAM Comfort Soothers | 0-3 Months | 2 Pack | Newborn Dummies | Comes in Dummy Steriliser Case | Sustainable Materials | Baby Accessories for Newborn | Pink/Cream (Various Designs)
MAM£8.734.7★1,450 rev
MAM Original Start Day & Night Soothers | 0-2 Months | 4 Pack | Includes 2X Glow in The Dark Dummies | Orthodontic Design | Baby Accessories | Pink (Various Designs)
MAM£10.214.7★152 rev
MAM Original Start Soothers | 0-2 Months | 2 Pack | Newborn Dummies | Comes in Dummy Steriliser Case | Sustainable Materials | Baby Accessories for Newborn | Pink/Lilac (Various Designs)
MAM£5.064.6★866 rev
MAM Original Start Soothers | 0-2 Months | 2 Pack | Newborn Dummies | Comes in Dummy Steriliser Case | Sustainable Materials | Baby Accessories for Newborn | Blue/Green (Various Designs)
MAM£4.974.6★866 rev
Newest
by launch date
Tommee Tippee Ultimate Fit Soother 0-6 Months 4 Pack Orthodontic Dummy for Babies Extra Air Holes Symmetrical Teat 100% BPA Free Silicone Steriliser Safe Club House Collection
Tommee Tippee£11.11754 rev
Tommee Tippee Newborn Soother 0-2 Months 4 Pack Orthodontic Dummy Extra Air Holes Tiny Teat 100% BPA Free Steriliser Safe Pale Plum and Cotton Candy
Tommee Tippee£11.23279 rev
Tommee Tippee Latex Ultimate Fit Soother 0-6m 2 Pack Orthodontic Dummy Microwave Sterilising Case Natural Latex Teat Air Holes 100% BPA Free Earth Bound
Tommee Tippee£6.47851 rev
Tommee Tippee Ultra-Light StayPut Night Glow Soother 0-6m 2 Pack Glow in The Dark Lightweight Soft Skin Feel Extra Air Flow
Tommee Tippee£6.0261 rev
MAM Original Start Day & Night Soothers | 0-2 Months | 4 Pack | Includes 2X Glow in The Dark Dummies | Orthodontic Design | Baby Accessories | Pink (Various Designs)
MAM£10.21152 rev
Trending
90-day click momentumMAM Original Start Soothers | 0-2 Months | 2 Pack | Newborn Dummies | Comes in Dummy Steriliser Case | Sustainable Materials | Baby Accessories for Newborn | Pink/Lilac (Various Designs)
MAM£5.064.6★
Tommee Tippee Ultimate Fit Soother 0-6 Months 4 Pack Orthodontic Dummy for Babies Extra Air Holes Symmetrical Teat 100% BPA Free Silicone Steriliser Safe Club House Collection
Tommee Tippee£11.114.7★
Tommee Tippee Latex Ultimate Fit Soother 0-6m 2 Pack Orthodontic Dummy Microwave Sterilising Case Natural Latex Teat Air Holes 100% BPA Free Earth Bound
Tommee Tippee£6.474.7★
Tommee Tippee Ultra-Light StayPut Night Glow Soother 0-6m 2 Pack Glow in The Dark Lightweight Soft Skin Feel Extra Air Flow
Tommee Tippee£6.024.7★
Tommee Tippee Newborn Soother 0-2 Months 4 Pack Orthodontic Dummy Extra Air Holes Tiny Teat 100% BPA Free Steriliser Safe Pale Plum and Cotton Candy
Tommee Tippee£11.234.6★
What buyers say about premature dummies
What buyers praise and complain about, mined from review topics.What buyers love
“Great quality, arrived quickly, hopefully baby likes”
“Easy to clean”
“Good value for money”
“fit well”
“Lightweight”
“Design are very cute”
“I love that they glow in the dark”
“As described”
“durable”
“Easy use”
What buyers complain about
“Different colour sent”
“Very big teat”
“These dummies are discoloured binned all 3 packs what a waste”
“Bit expensive for dummies though”
“not for 0 month old baby”
“Misleading”
“Kept falling out”
“They don't clean the best”
“stuff like this just makes it 10 times harder”
“No storage case”
Top return reasons
Common questions
- Is premature dummies profitable to sell on Amazon United Kingdom?
- The niche generates £157K/yr across 36 tracked products. 1 of 7 products launched in the last 360 days are still selling. 90-day search growth is -17.9%. Flapen's verdict: Skip it (43/100).
- How competitive is the premature dummies niche?
- 3 brands and 55 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in premature dummies?
- Top complaints mined from reviews: Color, Size-Overall, Color Fading/Discoloration. The return rate is 0.1%.
- When does demand for premature dummies peak?
- Demand peaks in May–Jun–Jul; the busiest month runs 3.9× the quietest.
- What does it cost to enter the premature dummies niche?
- Listings span £4.97–£16.06; the average listing price is £8.65 (sweet spot $15–$100). The average incumbent carries 1,426 reviews — the moat a new listing must climb.