teething toys for baby
Worth a lookShows low returns (0.1%), but prices mostly outside the sweet spot ($3.26–$14.25) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great7.0%search→purchase rate — share of searches ending in a sale
Competition
Good42%top-5 click share — leaders hold, buyers still browse
Market size
Good£761K£761K/yr · 1.5M searches
Brand share
Good74%top-5 brand share — brands hold most of the demand
Growth
Bad-2.7%90-day search growth — must beat 0% to launch
Review moat
Bad5,820.63avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£7.28avg listing price — sweet spot $15–$100
Price range
Bad£3.26–£14.25cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, teething toys for baby is a £761K/yr Amazon United Kingdom market (1.5M searches/yr). The top 5 brands hold 74% of demand. Demand peaks in Dec. Verdict: Worth a look — 52/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
teething toys for baby market data
- Units sold / yr
- 100K–125K
- avg 2,000–2,500/product
- Revenue / yr
- £728K–£910K
- units × avg price
- Conversion rate
- 7.0%
- Avg BSR
- #28
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 79%
- Out of stock
- 1.1%
- Avg brand age
- 44 months
- Avg seller age
- 181 days
Competition & brand share
The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.Brands
20 falling
Sellers
62
Top-5 brand share
74%
Top 20: 100%
Top-5 click share
42%
Top 20: 83%
Open market
22%
- Nuby22%
- Matchstick Monkey21%
- Sophie la girafe21%
- Dzpuhuojz6%
- Baby Einstein4%
- AiTuiTui3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.7% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.4×
Top teething toys for baby search terms
- teething toys for baby437K/yr
- sophie the giraffe133K/yr
- baby teething toy126K/yr
- teething101K/yr
- matchstick monkey94K/yr
- teether91K/yr
- teething toys96K/yr
- baby teether80K/yr
- teethers50K/yr
- teethers for babies 3-6 months46K/yr
Top teething toys for baby 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
Nuby IcyBite Keys Soothing Teether | Multiple Teething Surfaces | Refrigerator Safe | Suitable from 3 Months Plus
Nuby£3.494.6★20,328 rev
Sophie la girafe Baby Teether 100% Natural Rubber Teething Toy Handmade in France BPA-Free Non-Toxic Vegan Sensory Stimulating Teether for Newborns 0+ Months
Sophie la girafe£11.434.7★16,011 rev
Nuby Banana Soothing Teether Easy Grip BPA-Free Suitable from 3 Months Plus One Size
Nuby£3.774.8★499 rev
Matchstick Monkey Original Teether & Gel Applicator Antimicrobial Silicone Teething Toys for Baby Easy to Grip BPA Free 3 Months Old+ 10.5 cm Dusty Pink Monkey
Matchstick Monkey£8.474.8★8,608 rev
2 Pack Teething Toys for Baby Teething Mitten for Babies Toys 0-6 Months Silicone Teether for Toddler Infant Baby Boy Girl Shower Gifts Teething Relief Chew Toys (Beige + Pink)
Dzpuhuojz£6.354.7★1,378 rev
Newest
by launch date
Teething Toys for Baby Silicone Baby Rattle Teether Sensory Teeting Toys for Babies 0-6 6-12 Months BPA-Free for New Baby Gifts
SENBSLAN£4.4868 rev
Nuby 3-Step Teething Set - Set of 3 Baby Teethers | Textured Surfaces | Refrigerator Safe | BPA Free
Nuby£5.55593 rev
Aolso Baby Teething Toys 2PCS Sensory Chew Toys with Easy-Hold Handle BPA Free Silicone Teether Chew Toy Silicone Infant Toothbrush Soothe Sore Gums Teething Toys for Babies 3 MonthsYellow-Green
Aolso£4.64415 rev
Baby Elefun Baby Teething Toys 5X Pain Relief Zero Delay 0-6 Months
baby elefun£5.363,163 rev
Teething Relief Teethers Toys for Babies 3-6 12 Months Gifts Silicone Remote Control Baby Teether Bath Toys for 3 6 9 Months Newborn Infant Boy Girl Autism Food Grade Silicone Sensory Toys Black
AiTuiTui£5.127,400 rev
Trending
90-day click momentum
Matchstick Monkey Original Teether & Gel Applicator Silicone Easy To Grip BPA Free 3 Months Old+ 10.5 cm Blue Monkey
Matchstick Monkey£7.674.8★
Sophie la Girafe Natural Rubber Baby Teether Toy | 100% Organic Teething Aid for Infants 0+ Months | BPA-Free Newborn Toy & Gift Set | Giraffe-Shaped Baby Essentials
Sophie la girafe£13.214.7★
Sophie la girafe Baby Teething Ring 100% Natural Rubber Phthalate-Free Easy to Grip Baby Teether Suitable for Newborn Babies - Fresh Touch Box
Sophie la girafe£9.014.5★
Nuby Banana Soothing Teether Easy Grip BPA-Free Suitable from 3 Months Plus One Size
Nuby£3.774.8★
Sophie la girafe Baby Teether 100% Natural Rubber Teething Toy Handmade in France BPA-Free Non-Toxic Vegan Sensory Stimulating Teether for Newborns 0+ Months
Sophie la girafe£11.434.7★
What buyers say about teething toys for baby
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality and easy to clean”
“Fun toy”
“Great value for money”
“the size is perfect for this too”
“Easy to use”
“I love the colour”
“easy to grip for kids”
“Easy to clean”
“These teething toys are soft, safe, and easy for babies to hold”
“does the job”
What buyers complain about
“The chewing part could have been a bit bigger”
“Very flimsy”
“Terrible chemical smell and leaking”
“design flaw in the shape, once it arrived the ears look very pointy and are hard, seems like a hazard for a baby learning coordination, especially for an item they are supposed to be bringing to their face to chew, could damage an eye”
“I was unsure if I should get one initially as they are quite expensive for a teething toy”
“Its to thick”
“Difficult to use”
“was leaking the gel”
“so it clearly doesnt work”
“worred encase it comes apart in mouth”
Top return reasons
Common questions
- Is teething toys for baby profitable to sell on Amazon United Kingdom?
- The niche generates £761K/yr across 38 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -2.7%. Flapen's verdict: Worth a look (52/100).
- How competitive is the teething toys for baby niche?
- 20 brands and 62 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 74% of demand.
- What do buyers complain about in teething toys for baby?
- Top complaints mined from reviews: Size-Overall, Strength, Smell. The return rate is 0.1%.
- When does demand for teething toys for baby peak?
- Demand peaks in Dec; the busiest month runs 1.4× the quietest.
- What does it cost to enter the teething toys for baby niche?
- Listings span £3.26–£14.25; the average listing price is £7.28 (sweet spot $15–$100). The average incumbent carries 5,821 reviews — the moat a new listing must climb.