Sterilising Fluid
FailThe top 5 brands take 94% of clicks, so Sterilising Fluid is a Fail.
- Flapen Score
- 43 / 100Ranks 433 of 638 Baby Products niches · −4 vs the category median of 4743
- Market size
- £118K/yr207K searches / yr
- 90-day growth
- +13.1%search demand this quarter
- Competition
- 60%top-5 click share · 8 brands · 95 sellers
Flapen Score
Sterilising Fluid against its category
The dotted line is the Baby Products average. Past it, Sterilising Fluid is stronger. Inside it, weaker.
Market
The Sterilising Fluid market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Sterilising Fluid 207K times last year and spent an estimated £118K. The top 5 brands take 94% of clicks. Demand peaks in Jan. Flapen scores it 43 out of 100, a Fail.
01 · Demand
An estimated 6.7% of those searches ended in a purchase.
Shoppers searched for this 207K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 6.7% of those searches ended in a purchase. Searches in the last 90 days moved +13.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £118K a year.
- Searches, last 12 months
- 207K
- Growth, 90 days vs prior 90
- +13.1%
- Conversion, latest week
- 6.7%
- Market size, estimated
- £118Ka year
- Peak month
- January2.1× the quietest month
- Top search term
- milton199K searches a year
02 · Price
A sale here is worth £8.56.
Listings sell for £8.56 on average, from £2.60 to £17.65. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 500 to 750 of them. At £8.56 that is £4K to £6K a year per listing.
- Average price
- £8.56under the $15 to $100 sweet spot
- Price range
- £2.60–£17.65
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 15K–20K
- Units per listing a year
- 500–750
- Revenue per listing a year
- £4K–£6K
- Returns
- 0.2%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
63% of listings pay for placement with sponsored ads. 79% ship with Prime. On an average day, 8.3% of listings are out of stock. The average listing ranks #1,441 within Health & Baby Care. It carries 1,137 reviews at 4.60 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 63%
- Prime listings
- 79%
- Out of stock, average day
- 8.3%
- Average rank
- #1,441in Health & Baby Care
- Average rating
- 4.60 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 1,137per listing
- Listings tracked
- 19
04 · Newcomers
1 of last year's 3 launches cleared the first-year sales bar.
3 products launched here in the last 12 months. 1 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 49 months on average, so the names here are settling in.
- Launched, last 12 months
- 3
- Successful launches
- 1Amazon's first-year sales bar
- Average brand age
- 49 months
Products
Top Sterilising Fluid products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 18, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Milton Sterilising Tablets 2 Pack (56 Tablets Total) | Cold Water Baby Bottle Steriliser | Kills 99.9% of Germs | Fast & Easy | Travel-Friendly | Trusted UK Brand
- Price
- £6.42
- Rating
- 4.6/5
- Reviews
- 225
- Age
- 1y ago

Milton Sterilising Fluid (500ml) - Pack of 2
- Price
- £6.55
- Rating
- 4.7/5
- Reviews
- 425
- Age
- 10y ago

Milton Antibacterial Surface Spray 500ml Kills 99.9% of Germs 0% Alcohol and Bleach-Free Pack of 6 Sprays Vegan
- Price
- £11.50
- Rating
- 4.8/5
- Reviews
- 429
- Age
- 6y ago

Milton PX51366 Disinfecting Fluid Kills Bacteria & Fungi For Hospitals & Professional Kitchens Cleans Utensils in 15 Minutes 5 Litre
- Price
- £14.47
- Rating
- 4.7/5
- Reviews
- 561
- Age
- 16y ago

Milton Cold Water Steriliser Kills 99% of Germs Sterilises in 15 Minutes Fits up to 6 Standard Baby Bottles Used by Healthcare Professionals White
- Price
- £17.65
- Rating
- 4.8/5
- Reviews
- 8,951
- Age
- 14y ago
Trending
estimated 90-day click momentum
Milton Sterilising Fluid 500ml Baby Bottle & Feeding Equipment Steriliser Kills 99.9% of Germs Effective Home & Travel Use for Bottles Teats & Utensils
- Price
- £7.46
- Rating
- 3.8/5
- Reviews
- 10
- Age
- 3mo ago

CRYSTAL25 Milton Sterilising Tablets - 28 Tablets for Cleaning Baby Bottles Breastfeeding Accessories & Equipment - Rinse-Free Travel-Friendly Household Hygiene Solution - for Home or On The Go Use
- Price
- £8.94
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 7mo ago

MiltonBaby 28 Sterilising Tablets - TDY Bundle Including TDY Steralization Guide
- Price
- £7.51
- Rating
- 4.9/5
- Reviews
- 10
- Age
- 4mo ago

Milton Maximum Protection Sterilising Tablets
- Price
- £3.37
- Rating
- 3.9/5
- Reviews
- 39
- Age
- 12y ago

Milton Sterilising Tablets 2 Pack (56 Tablets Total) | Cold Water Baby Bottle Steriliser | Kills 99.9% of Germs | Fast & Easy | Travel-Friendly | Trusted UK Brand
- Price
- £6.42
- Rating
- 4.6/5
- Reviews
- 225
- Age
- 1y ago
Newest
by launch date
Milton Sterilising Fluid 500ml Baby Bottle & Feeding Equipment Steriliser Kills 99.9% of Germs Effective Home & Travel Use for Bottles Teats & Utensils
- Price
- £7.46
- Rating
- 3.8/5
- Reviews
- 10
- Age
- 3mo ago

MiltonBaby 28 Sterilising Tablets - TDY Bundle Including TDY Steralization Guide
- Price
- £7.51
- Rating
- 4.9/5
- Reviews
- 10
- Age
- 4mo ago

CRYSTAL25 Milton Sterilising Tablets - 28 Tablets for Cleaning Baby Bottles Breastfeeding Accessories & Equipment - Rinse-Free Travel-Friendly Household Hygiene Solution - for Home or On The Go Use
- Price
- £8.94
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 7mo ago

Milton Sterilising Tablets 2 Pack (56 Tablets Total) | Cold Water Baby Bottle Steriliser | Kills 99.9% of Germs | Fast & Easy | Travel-Friendly | Trusted UK Brand
- Price
- £6.42
- Rating
- 4.6/5
- Reviews
- 225
- Age
- 1y ago

Milton Baby Bottle Cleaner 500 ml Plus Anti Bacterial Surface Spray 500 ml Plus Hand Sanitiser 50 ml Hygiene Bundle
- Price
- £14.16
- Rating
- 4.7/5
- Reviews
- 58
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 60% of clicks. Leaders hold, but buyers still shop past them.
Brands
8 falling
Sellers
95
Est. top-5 brand share
94%
Top 20: 100%
Est. top-5 click share
60%
Top 20: 100%
Open market
4%
- Milton51%
- SereneTouch17%
- MILTON13%
- ButterFox7%
- KRISP6%
- TDY Store3%
- Open — no brand owns it (2 brands, 4%)
Demand
Sterilising Fluid search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan · busiest ÷ quietest = 2.1×
Reviews and returns
What reviews say buyers love and hate about Sterilising Fluid
We read the reviews and the return reasons for every product selling here.
“Leaks”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
20 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Sterilising Fluid questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









