- Flapen Score
- 44 / 100Ranks 406 of 638 Baby Products niches · −3 vs the category median of 4744
- Market size
- £74K/yr96K searches / yr
- 90-day growth
- +2.9%search demand this quarter
- Competition
- 51%top-5 click share · 12 brands · 77 sellers
Flapen Score
Sterilizer against its category
The dotted line is the Baby Products average. Past it, Sterilizer is stronger. Inside it, weaker.
Market
The Sterilizer market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Sterilizer 96K times last year and spent an estimated £74K. The top 5 brands take 85% of clicks. Flapen scores it 44 out of 100, a Fail.
01 · Demand
An estimated 1.3% of those searches ended in a purchase.
Shoppers searched for this 96K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 1.3% of those searches ended in a purchase. Searches in the last 90 days moved +2.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £74K a year.
- Searches, last 12 months
- 96K
- Growth, 90 days vs prior 90
- +2.9%
- Conversion, latest week
- 1.3%
- Market size, estimated
- £74Ka year
- Peak month
- January1.3× the quietest month
- Top search term
- bottle steriliser and dryer49K searches a year
02 · Price
A sale here is worth £58.26.
Listings sell for £58.26 on average, from £13.22 to £204.66. Amazon reports units sold in ranges. This niche sold 2K to 2K a year. The average listing sells 0 to 100 of them. At £58.26 that is £0 to £6K a year per listing.
- Average price
- £58.26inside the $15 to $100 sweet spot
- Price range
- £13.22–£204.66
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 2K–2K
- Units per listing a year
- 0–100
- Revenue per listing a year
- £0–£6K
- Returns
- 1.3%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is ads and reviews.
91% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 4.6% of listings are out of stock. The average listing ranks #33 within Nursing & Feeding. It carries 3,257 reviews at 4.42 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 91%
- Prime listings
- 100%
- Out of stock, average day
- 4.6%
- Average rank
- #33in Nursing & Feeding
- Average rating
- 4.42 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 3,257per listing
- Listings tracked
- 23
04 · Newcomers
5 of last year's 5 launches cleared the first-year sales bar.
5 products launched here in the last 12 months. 5 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 33 months on average, so a newcomer is not facing entrenched names.
- Launched, last 12 months
- 5
- Successful launches
- 5Amazon's first-year sales bar
- Average brand age
- 33 months
Products
Top Sterilizer 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
Momcozy Bottle Steriliser and Dryer 8-in-1 Electric Steam Baby Bottle Steriliser for Baby Bottles Baby stuffs & Breast Pump Accessories
- Price
- £58.21
- Rating
- 4.2/5
- Reviews
- 1,079
- Age
- 1y ago

Grownsy Electric Steam Baby Bottle Steriliser and Dryer Removes 99.9% of Bacteria Bottle Sterilizer for Baby Bottles Pacifiers Pump Parts and Feeding Accessories
- Price
- £47.07
- Rating
- 4.5/5
- Reviews
- 1,047
- Age
- 12mo ago

Philips Avent Premium Baby Bottle Steriliser and Dryer Removes 99.9% of Bacteria Chemical Free Capacity 6 Bottles/Teats/Accessories Model SCF293/01
- Price
- £72.78
- Rating
- 4.4/5
- Reviews
- 426
- Age
- 5y ago

Tommee Tippee Complete Feeding Set Black with Electric Steam Steriliser Newborn Self-Sterilising Baby Bottles and Easiwarm Bottle Warmer Essential for Parents with Newborns
- Price
- £59.16
- Rating
- 4.5/5
- Reviews
- 884
- Age
- 3y ago

Tommee Tippee Supersteam Electric Steam Steriliser Black for Baby Bottles Soothers and Feeding Accessories Kills Viruses* and 99.9% of Harmful Bacteria 5-Minute Sterilisation Cycle
- Price
- £36.95
- Rating
- 4.2/5
- Reviews
- 4,285
- Age
- 7y ago
Trending
estimated 90-day click momentum
Booboo Baby Steam Steriliser for Baby Bottles Dummies Toys and Everyday Accessories - Large Capacity steriliser and Dryer with 72 Hour Storage - Fast 8 Minute Gentle Steam Sterilisation
- Price
- £48.71
- Rating
- 4.7/5
- Reviews
- 25
- Age
- 3mo ago

Momcozy Bottle Steriliser and Dryer Modular Nesting Space Saving Design 6 Bottles Capacity 4 in 1 Compact Steriliser for Baby Bottles Breast Pump Parts & Newborn Essentials Drying Rack Included
- Price
- £48.60
- Rating
- 4.2/5
- Reviews
- 1,079
- Age
- 1y ago

Bear Bottle Washer Pro Baby Bottle Washer and Steriliser and Dryer - All in One Machine for Bottles Pump Parts & Baby Essentials with 90 Detergent Tablets - Effortless Time-Saving
- Price
- £171.57
- Rating
- 4.6/5
- Reviews
- 24
- Age
- 11mo ago

Momcozy KleanPal Pro Baby Bottle Washer Steriliser & Dryer - All-in-One Steriliser for Bottles Breast Pump Parts & Baby Essentials
- Price
- £204.66
- Rating
- 4.5/5
- Reviews
- 178
- Age
- 11mo ago

Tommee Tippee Supersteam Electric Steam Steriliser Black for Baby Bottles Soothers and Feeding Accessories Kills Viruses* and 99.9% of Harmful Bacteria 5-Minute Sterilisation Cycle
- Price
- £36.95
- Rating
- 4.2/5
- Reviews
- 4,285
- Age
- 7y ago
Newest
by launch date
Booboo Baby Steam Steriliser for Baby Bottles Dummies Toys and Everyday Accessories - Large Capacity steriliser and Dryer with 72 Hour Storage - Fast 8 Minute Gentle Steam Sterilisation
- Price
- £48.71
- Rating
- 4.7/5
- Reviews
- 25
- Age
- 3mo ago

Bear Steriliser for Baby Bottles Electric Steam Baby Bottle Steriliser and Dryer All-in-One Steriliser 2 Layers Large for Baby Bottles Parts & Other Newborn Essentials - HEPA Filtration
- Price
- £38.45
- Rating
- 3.8/5
- Reviews
- 45
- Age
- 8mo ago

Momcozy KleanPal Pro Baby Bottle Washer Steriliser & Dryer - All-in-One Steriliser for Bottles Breast Pump Parts & Baby Essentials
- Price
- £204.66
- Rating
- 4.5/5
- Reviews
- 178
- Age
- 11mo ago

Bear Bottle Washer Pro Baby Bottle Washer and Steriliser and Dryer - All in One Machine for Bottles Pump Parts & Baby Essentials with 90 Detergent Tablets - Effortless Time-Saving
- Price
- £171.57
- Rating
- 4.6/5
- Reviews
- 24
- Age
- 11mo ago

Grownsy Electric Steam Baby Bottle Steriliser and Dryer Removes 99.9% of Bacteria Bottle Sterilizer for Baby Bottles Pacifiers Pump Parts and Feeding Accessories
- Price
- £47.07
- Rating
- 4.5/5
- Reviews
- 1,047
- Age
- 12mo ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 51% of clicks. Leaders hold, but buyers still shop past them.
Brands
12 falling
Sellers
77
Est. top-5 brand share
85%
Top 20: 100%
Est. top-5 click share
51%
Top 20: 97%
Open market
10%
- Tommee Tippee31%
- momcozy26%
- GROWNSY12%
- AVENT11%
- Dr. Brown's5%
- Bear5%
- Open — no brand owns it (6 brands, 10%)
Demand
Sterilizer search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.3×
Search terms
Top Sterilizer search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- bottle steriliser and dryer49K/yr
- baby bottle steriliser and dryer15K/yr
- sterilizer13K/yr
- tommee tippee complete feeding set7K/yr
- steriliser and dryer4K/yr
- tommee tippee set4K/yr
- baby bottles and steriliser sets newborn3K/yr
- nanobebe steriliser283/yr
Reviews and returns
What reviews say buyers love and hate about Sterilizer
We read the reviews and the return reasons for every product selling here.
“Broke after 6 months”
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.
18 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 Sterilizer 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









