Premature Dummies
brand-locked demand (top 5 brands take 100% of clicks) — Premature Dummies doesn't clear our bar today.
Flapen Score
Ranks 433 of 638 Baby Products niches · −4 vs the category median of 47
Is Premature Dummies profitable on Amazon?
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.
Premature Dummies: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved -17.9% over the last 90 days and 6.2% of searches end in a purchase.
£157K
revenue / yr
Who owns the niche?
The top 5 brands hold 100% of demand, so 0% of the market is open.
0%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.
0/100
page quality · 36 products
Top Premature Dummies products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
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)
- Price
- £5.10
- Rating
- 4.6/5
- Reviews
- 866
- Age
- 2y ago
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)
- Price
- £8.73
- Rating
- 4.7/5
- Reviews
- 1,450
- Age
- 6y ago
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)
- Price
- £10.21
- Rating
- 4.7/5
- Reviews
- 152
- Age
- 1y ago
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)
- Price
- £5.06
- Rating
- 4.6/5
- Reviews
- 866
- Age
- 2y ago
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)
- Price
- £4.97
- Rating
- 4.6/5
- Reviews
- 866
- Age
- 2y ago
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)
- Price
- £5.06
- Rating
- 4.6/5
- Reviews
- 866
- Age
- 2y ago
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
- Price
- £11.11
- Rating
- 4.7/5
- Reviews
- 754
- Age
- 7mo ago
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
- Price
- £6.47
- Rating
- 4.7/5
- Reviews
- 851
- Age
- 7mo ago
Tommee Tippee Ultra-Light StayPut Night Glow Soother 0-6m 2 Pack Glow in The Dark Lightweight Soft Skin Feel Extra Air Flow
- Price
- £6.02
- Rating
- 4.7/5
- Reviews
- 61
- Age
- 9mo ago
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
- Price
- £11.23
- Rating
- 4.6/5
- Reviews
- 279
- Age
- 7mo ago
Newest
by launch dateTommee 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
- Price
- £11.11
- Rating
- 4.7/5
- Reviews
- 754
- Age
- 7mo ago
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
- Price
- £11.23
- Rating
- 4.6/5
- Reviews
- 279
- Age
- 7mo ago
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
- Price
- £6.47
- Rating
- 4.7/5
- Reviews
- 851
- Age
- 7mo ago
Tommee Tippee Ultra-Light StayPut Night Glow Soother 0-6m 2 Pack Glow in The Dark Lightweight Soft Skin Feel Extra Air Flow
- Price
- £6.02
- Rating
- 4.7/5
- Reviews
- 61
- Age
- 9mo ago
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)
- Price
- £10.21
- Rating
- 4.7/5
- Reviews
- 152
- Age
- 1y ago
Competition: brands, sellers & click 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%)
Premature Dummies demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: May, Jun, Jul · busiest ÷ quietest = 3.9×
Top Premature Dummies search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- 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
What reviews say buyers love and hate about Premature Dummies
What buyers mention most, as a share of all reviews.
What buyers love
76% of reviews“Great quality, arrived quickly, hopefully baby likes”
“Easy to clean”
“Good value for money”
“fit well”
“Lightweight”
What buyers complain about
76% of reviews“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”
Premature Dummies return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
80%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Premature Dummies questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
