tommee tippee steriliser
Worth a lookShows a sweet-spot price point ($47.39 avg), but soft demand (-6.1% this quarter) keeps it on the watch list.
Avg price
Great£47.39avg listing price — sweet spot $15–$100
Returns
Great1.1%return rate — above 6% kills the launch gate
Market size
Great£1.8M£1.8M/yr · 1.2M searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Good55%top-5 click share — leaders hold, buyers still browse
Review moat
Okay2,006.76avg incumbent reviews — the moat a new listing must climb
Price range
Okay£6.42–£204.66cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.2%search→purchase rate — share of searches ending in a sale
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Growth
Bad-6.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, tommee tippee steriliser is a £1.8M/yr Amazon United Kingdom market (1.2M searches/yr). The top 5 brands hold 88% of demand. Verdict: Worth a look — 55/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 30K–40K
- avg 1,500–2,000/product
- Revenue / yr
- £1.4M–£1.9M
- units × avg price
- Launch success
- —
- 4 of 4 new (360d)
- Conversion rate
- 3.2%
- Avg BSR
- #24
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 90%
- Out of stock
- 4.3%
- Avg brand age
- 38 months
- Avg seller age
- 163 days
Competition
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
10 falling
Sellers
92
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
55%
Top 20: 99%
Open market
8%
- Tommee Tippee45%
- Milton21%
- momcozy10%
- AVENT7%
- GROWNSY5%
- NUK4%
- Open — no brand owns it (4 brands, 8%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -6.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Milton Cold Water Steriliser Kills 99% of Germs Sterilises in 15 Minutes Fits up to 6 Standard Baby Bottles Used by Healthcare Professionals White
Milton£17.654.8★8,951 rev
Tommee Tippee Supersteam Electric Steam Steriliser for Baby Bottles Kills Viruses and 99.9 Percent of Bacteria 5-Minute Sterilisation Cycle White
Tommee Tippee£36.744.2★4,285 rev
Tommee Tippee Microwave Steam Steriliser for Baby Bottles Soothers Breast Pumps and Feeding Accessories Kills Viruses and 99.9% of Harmful Bacteria 4-Minute Sterilisation Cycle
Tommee Tippee£16.094.7★6,373 rev
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
Tommee Tippee£36.954.2★4,285 rev
Momcozy Bottle Steriliser and Dryer 8-in-1 Electric Steam Baby Bottle Steriliser for Baby Bottles Baby stuffs & Breast Pump Accessories
momcozy£58.214.2★1,079 rev
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
BooBoo Baby£48.7125 rev
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
Bear£38.4545 rev
Momcozy KleanPal Pro Baby Bottle Washer Steriliser & Dryer - All-in-One Steriliser for Bottles Breast Pump Parts & Baby Essentials
momcozy£204.66178 rev
Grownsy Electric Steam Baby Bottle Steriliser and Dryer Removes 99.9% of Bacteria Bottle Sterilizer for Baby Bottles Pacifiers Pump Parts and Feeding Accessories
GROWNSY£47.071,047 rev
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
SereneTouch£6.42225 rev
Trending
90-day click momentumBooboo 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
BooBoo Baby£48.714.7★
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
momcozy£48.604.2★
Momcozy KleanPal Pro Baby Bottle Washer Steriliser & Dryer - All-in-One Steriliser for Bottles Breast Pump Parts & Baby Essentials
momcozy£204.664.5★
Tommee Tippee Supersteam Electric Steam Steriliser for Baby Bottles Kills Viruses and 99.9 Percent of Bacteria 5-Minute Sterilisation Cycle White
Tommee Tippee£36.744.2★
Philips Avent Premium Baby Bottle Steriliser and Dryer Removes 99.9% of Bacteria Chemical Free Capacity 6 Bottles/Teats/Accessories Model SCF293/01
AVENT£72.784.4★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“It's straightforward to use”
“Good value for money”
“It feels well made”
“cleans really well”
“storage”
“Really good size”
“Works as it should”
“saves time”
“I love the drying function”
“Great compact and easy to set up and use steriliser”
What buyers complain about
“Broke after a month”
“leaks a lot”
“Waste of money”
“Is slightly too large”
“Yesterday 6th April it smoked out the entire kitchen with very toxic melted plastic smells”
“cannot be used”
“Absolutely garbage”
“You need to clean”
“Poor design on the inner shelf stands”
“so will have to avoid the drying option”
Top return reasons
Common questions
- Is tommee tippee steriliser profitable to sell on Amazon United Kingdom?
- The niche generates £1.8M/yr across 21 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -6.1%. Flapen's verdict: Worth a look (55/100).
- How competitive is the tommee tippee steriliser niche?
- 10 brands and 92 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in tommee tippee steriliser?
- Top complaints mined from reviews: Durability, Leak-Proof, Value For Money. The return rate is 1.1%.
- When does demand for tommee tippee steriliser peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the tommee tippee steriliser niche?
- Listings span £6.42–£204.66; the average listing price is £47.39 (sweet spot $15–$100). The average incumbent carries 2,007 reviews — the moat a new listing must climb.
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