---
title: "Squatty Potty — £239K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/squatty-potty"
last_updated: "2026-08-11T08:40:00.100Z"
locale: en
meta:
description: "Niche score 58/100 · £239K/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 58/100 · £239K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Squatty Potty — £239K/yr Amazon UK Niche (2026) - Flapen"
---
# **squatty potty**
**Worth a look**
Shows low returns (0.6%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 45Growth 22Conversion 59Competition 72Returns 97Price range 48Avg price 61Brand share 82Review moat 39Quality gap 62
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Brand share**
**Great****53%**
top-5 brand share — no brand owns this niche
**Competition**
**Good****42%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Good****£13.35**
avg listing price — sweet spot $15–$100
**Conversion**
**Good****5.0%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Okay****£4.16–£24.94**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****£239K**
£239K/yr · 356K searches
**Review moat**
**Okay****2,613.86**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-6.1%**
90-day search growth — must beat 0% to launch
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%")
According to Flapen's Amazon United Kingdom niche tracking, squatty potty is a £239K/yr Amazon United Kingdom market (356K searches/yr). The top 5 brands hold 53% of demand. Verdict: Worth a look — 58/100.
Data updated Jul 18, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **squatty potty market data**
- **Units sold / yr**
- **15K–20K**
- avg 250–500/product
- **Revenue / yr**
- **£200K–£267K**
- units × avg price
- **Conversion rate**
- **5.0%**
- **Avg BSR**
- **#29**
- **Page quality**
- **0%**
- **Prime**
- **76%**
- **Sponsored**
- **95%**
- **Out of stock**
- **12.8%**
- **Avg brand age**
- **34 months**
- **Avg seller age**
- **193 days**
## **Competition & brand share**
The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**31 **▲rising
**Sellers**
**39**
**Top-5 brand share**
**53%**
Top 20: 91%
**Top-5 click share**
**42%**
Top 20: 82%
**Open market**
**41%**
- Squatty Potty17% - MASS DYNAMIC12% - Hey Nature10% - MR.SIGA8% - ASPIRE UK7% - Tel Charme *6%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -6.1% search growth over the last 90 days.
9K7KSpike '24Holiday '24Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/baby-products/squatty-potty/trend)
## **Top squatty potty search terms**
- **toilet stool**96K/yr-12.1%4.0% conv. - **squatty potty**60K/yr+17.7%4.3% conv. - **squatty potty for adults**47K/yr+1.8%5.8% conv. - **toilet stool squat adult**27K/yr-10.6%5.2% conv. - **poop stool**23K/yr-18.9%3.8% conv. - **toilet foot stool adult**14K/yr-25.7%4.5% conv. - **poo stool adult**12K/yr-17.1%4.4% conv. - **toilet step adult**10K/yr-2.4%5.2% conv. - **toilet stool for adults**8K/yr-2.8%5.2% conv. - **poop stool for adults**9K/yr-14.2%4.9% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/squatty-potty/search-terms)
## **Top squatty 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%3%£7K6%£14K9%£22K12%£29K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**MASS DYNAMIC Folding Squatting Toilet Stool | 7 Inch Non-Slip Bathroom Step Stool | Anti Constipation Natural & Comfortable Squat Aid Stool**MASS DYNAMIC**£11.54**4.6★1,433 rev](https://www.amazon.co.uk/dp/B08Z74HNND) [2**Squatty Potty The Original Toilet Stool - Bamboo Flip 7 & 9 Height Brown**Squatty Potty**£22.43**4.6★17,089 rev](https://www.amazon.co.uk/dp/B07HD7JVLB) [3**HOCA Original Bathroom Toilet Stool Medically Tested Squatting Toilet Stool Non-invasive Remedy for Haemorrhoids Constipation IBS Flatulence Bloating - Aligns Colon for Complete Bowel Movement**Hey Nature**£15.93**4.6★7,797 rev](https://www.amazon.co.uk/dp/B00TQE5KDI) [4**MR.SIGA Toilet Stool Squat Adult Bathroom Foot Stool Off-white & Dark Gray**MR.SIGA**£24.73**4.7★1,847 rev](https://www.amazon.co.uk/dp/B0D2VZHCMV) [5**ASPIRE UK Squatting Toilet Stool 7 inch Non-Slip Bathroom Step Up Stool Relieves Constipation Bloating | Aligns the Colon for Faster Easier Relief | Proper Toilet Posture for Healthier Results**ASPIRE UK**£8.80**4.5★953 rev](https://www.amazon.co.uk/dp/B08G5G3791)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Toilet Stool for Bathroom Non-Slip Potty Stool for Pooping Toilet Step Stool for Adults/Seniors/Kids(1count) (white)**Ruheaou**£10.34**26 rev5mo ago](https://www.amazon.co.uk/dp/B0GHQJWVVJ) [**Bamboo Toilet Stool for Bathroom 7 Inches Foldable Poop Stool with Non-Slip Pads**HAYSLAND**£19.38**19 rev8mo ago](https://www.amazon.co.uk/dp/B0FY13BM41) [**6.7 Inch Squatting Toilet Stool for Adults Toilet Foot Pooping Stool for Bathroom Non-Slip PottyStool for Pooping (Black)**HAYSLAND**£10.29**11 rev8mo ago](https://www.amazon.co.uk/dp/B0FXV6K7NH) [**Foldable Toilet Stool Bamboo Wood Squatty Potty for adults Ergonomic Poop stool - Poo Stool for Hemorrhoids Constipation Bloating**Lureon**£15.80**20 rev10mo ago](https://www.amazon.co.uk/dp/B0FP93378P) [**GedFong 17cm Folding Toilet Stool Non-Slip Bathroom Footrest Space-Saving Foldable Toilet Stool with Aroma Compartment PP Material Algae Green**GedFong**£15.18**30 rev10mo ago](https://www.amazon.co.uk/dp/B0FQTNNWPB)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**HomlyPro Toddler Step Stool for Toilet & Sink Grey 176 lbs Capacity Non-Slip Bathroom Foot Stool for Kids Sturdy Plastic Potty Training Booster Step with Anti-Skid Surface**HomlyPro**£4.16**4.4★**▲ 232%**](https://www.amazon.co.uk/dp/B0GWVS7L5Z) [**Toilet Stool for Bathroom Non-Slip Potty Stool for Pooping Toilet Step Stool for Adults/Seniors/Kids(1count) (white)**Ruheaou**£10.34**4.0★**▲ 232%**](https://www.amazon.co.uk/dp/B0GHQJWVVJ) [**Toilet Step Stool Toilet Assistance Steps Bathroom Toilet Stool Foldable Toilet Stool Fits All Toilets Folds for Easy StoragWhite**Deyuoau**£11.34**4.3★**▲ 230%**](https://www.amazon.co.uk/dp/B0DRFBKJRL) [**Foldable Toilet Stool Bamboo Wood Squatty Potty for adults Ergonomic Poop stool - Poo Stool for Hemorrhoids Constipation Bloating**Lureon**£15.80**4.2★**▲ 206%**](https://www.amazon.co.uk/dp/B0FP93378P) [**Bamboo Toilet Stool 7.8 Inch Foldable Toilet Step Stool for Adults - Non-Slip Bathroom Step Stool for Kids & Seniors for Constipation Relief Portable Easy Clean Space Saving Design (Wood)**Tel Charme ***£15.36**3.8★**▲ 103%**](https://www.amazon.co.uk/dp/B0FGXY7464)
**~~View all trending →~~**
## **What buyers say about squatty potty**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Strength**19%
*“It is sturdy”*
**Quality-Overall**16%
*“Excellent Product”*
**Value For Money**8%
*“Worth the money”*
**Ease Of Use**8%
*“Easy to use”*
**Advertised Vs Actual Product**7%
*“Just what I needed”*
**Size-Overall**5%
*“fits perfectly”*
**Grip**5%
*“non slip”*
**Ease Of Cleaning**3%
*“It can be cleaned easily with bathroom cleaners”*
**Comfort-Overall**3%
*“Very comfortable”*
**Weight Light**2%
*“It's not too heavy”*
### **What buyers complain about **
**Quality-Overall**9%
*“Quality control issues”*
**Size-Overall**8%
*“Absolute Junk, not fit for purpose”*
**Durability**8%
*“Collapsed on first use”*
**Strength**8%
*“Not sturdy enough”*
**Functionality-Overall**5%
*“anatomy was not working as it should be”*
**Advertised Vs Actual Product**5%
*“come apart into three pieces, slightly misleading”*
**Value For Money**4%
*“Buy cheap buy twice”*
**Material Quality**3%
*“its cheap hard plastic made to look like it was fabric”*
**Storage Capacity**3%
*“Not easy to store when not in use though”*
**Ease Of Use**2%
*“takes a bit tricky closing it”*
### **Top return reasons **
**Size-Overall**30%
**Defective Material/Parts**10%
**Strength**7%
**Quality-Overall**6%
**Advertised Vs Actual Product**6%
**Functionality-Overall**4%
**Comfort-Overall**3%
**Durability**3%
**Height**3%
**Compatibility-Overall**3%
## **Common questions**
- **Is squatty potty profitable to sell on Amazon United Kingdom?**
- The niche generates £239K/yr across 42 tracked products. 1 of 12 products launched in the last 360 days are still selling. 90-day search growth is -6.1%. Flapen's verdict: Worth a look (58/100).
- **How competitive is the squatty potty niche?**
- 31 brands and 39 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 53% of demand.
- **What do buyers complain about in squatty potty?**
- Top complaints mined from reviews: Quality-Overall, Size-Overall, Durability. The return rate is 0.6%.
- **When does demand for squatty potty peak?**
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- **What does it cost to enter the squatty potty niche?**
- Listings span £4.16–£24.94; the average listing price is £13.35 (sweet spot $15–$100). The average incumbent carries 2,614 reviews — the moat a new listing must climb.
## **Related niches in Baby Products**
- 63 [**baby toys**](https://flapen.com/research/uk/baby-products/baby-toys)£1.5M/yr+4.3%**Launch it**- 63 [**buggy fan**](https://flapen.com/research/uk/baby-products/buggy-fan)£133K/yr>1,000%**Worth a look**- 63 [**car seat travel bag**](https://flapen.com/research/uk/baby-products/car-seat-travel-bag)£184K/yr+80.2%**Worth a look**- 63 [**retractable stair gate**](https://flapen.com/research/uk/baby-products/retractable-stair-gate)£469K/yr+11.0%**Worth a look**- 63 [**christening gifts for girls**](https://flapen.com/research/uk/baby-products/christening-gifts-for-girls)£323K/yr+34.9%**Worth a look**- 64 [**playpen**](https://flapen.com/research/uk/baby-products/playpen)£963K/yr+15.6%**Launch it**[**All Baby Products niches **](https://flapen.com/research/uk/baby-products)