---
title: "Tommee Tippee Steriliser — £1.8M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/tommee-tippee-steriliser"
last_updated: "2026-07-21T11:20:37.200Z"
locale: en
meta:
description: "Niche score 55/100 · £1.8M/yr market · 1.2M searches/yr · £47.39 avg price. Soft demand (-6.1% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · £1.8M/yr market · 1.2M searches/yr · £47.39 avg price. Soft demand (-6.1% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Tommee Tippee Steriliser — £1.8M/yr Amazon UK Niche (2026) - Flapen"
---
# **tommee tippee steriliser**
**Worth a look**
Shows a sweet-spot price point ($47.39 avg), but soft demand (-6.1% this quarter) keeps it on the watch list.
Market size 91Growth 22Conversion 40Competition 50Returns 92Price range 43Avg price 94Brand share 28Review moat 45Quality gap 53
**Avg price**
**Great****£47.39**
avg listing price — sweet spot $15–$100
**Returns**
**Great****1.1%**
return rate — above 6% kills the launch gate
**Market size**
**Great****£1.8M**
£1.8M/yr · 1.2M searches
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****55%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Okay****2,006.76**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Okay****£6.42–£204.66**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Okay****3.2%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Okay****88%**
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 ~~](https://flapen.com/research/methodology)
## **tommee tippee steriliser 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 & brand share**
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.
40K30KSpike '24Black Friday '24Prime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/baby-products/tommee-tippee-steriliser/trend)
## **Top tommee tippee steriliser search terms**
- **bottle steriliser**210K/yr-4.1%2.0% conv. - **steriliser for baby bottles**219K/yr-8.2%2.2% conv. - **baby bottle steriliser**123K/yr-7.3%1.8% conv. - **tommee tippee steriliser**113K/yr-12.6%4.2% conv. - **baby steriliser**83K/yr-4.6%1.8% conv. - **steriliser**74K/yr-13.8%2.0% conv. - **milton steriliser**55K/yr-1.8%6.5% conv. - **bottle steriliser and dryer**49K/yr+18.5%1.3% conv. - **cold water steriliser**56K/yr-8.6%5.1% conv. - **milton cold water steriliser**55K/yr-11.6%8.5% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/tommee-tippee-steriliser/search-terms)
## **Top tommee tippee steriliser 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%5%£89K10%£178K15%£267K20%£356K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£17.65**4.8★8,951 rev](https://www.amazon.co.uk/dp/B001RYOPAE) [2**Tommee Tippee Supersteam Electric Steam Steriliser for Baby Bottles Kills Viruses and 99.9 Percent of Bacteria 5-Minute Sterilisation Cycle White**Tommee Tippee**£36.74**4.2★4,285 rev](https://www.amazon.co.uk/dp/B07PM81R61) [3**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**£16.09**4.7★6,373 rev](https://www.amazon.co.uk/dp/B01C6ZWAQI) [4**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**£36.95**4.2★4,285 rev](https://www.amazon.co.uk/dp/B07PPC7729) [5**Momcozy Bottle Steriliser and Dryer 8-in-1 Electric Steam Baby Bottle Steriliser for Baby Bottles Baby stuffs & Breast Pump Accessories**momcozy**£58.21**4.2★1,079 rev](https://www.amazon.co.uk/dp/B0DYDVRL65)
**~~View all top sellers →~~**
### **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**£48.71**25 rev3mo ago](https://www.amazon.co.uk/dp/B0GTRT5N1X) [**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**£38.45**45 rev8mo ago](https://www.amazon.co.uk/dp/B0FX254N22) [**Momcozy KleanPal Pro Baby Bottle Washer Steriliser & Dryer - All-in-One Steriliser for Bottles Breast Pump Parts & Baby Essentials**momcozy**£204.66**178 rev11mo ago](https://www.amazon.co.uk/dp/B0FC21TP9N) [**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**£47.07**1,047 rev12mo ago](https://www.amazon.co.uk/dp/B0FJL8K6FP) [**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**£6.42**225 rev1y ago](https://www.amazon.co.uk/dp/B0FGD737GF)
**~~View all new products →~~**
### **Trending**
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**BooBoo Baby**£48.71**4.7★**▲ 292%**](https://www.amazon.co.uk/dp/B0GTRT5N1X) [**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**£48.60**4.2★**▲ 121%**](https://www.amazon.co.uk/dp/B0FRS9XMBF) [**Momcozy KleanPal Pro Baby Bottle Washer Steriliser & Dryer - All-in-One Steriliser for Bottles Breast Pump Parts & Baby Essentials**momcozy**£204.66**4.5★**▲ 60%**](https://www.amazon.co.uk/dp/B0FC21TP9N) [**Tommee Tippee Supersteam Electric Steam Steriliser for Baby Bottles Kills Viruses and 99.9 Percent of Bacteria 5-Minute Sterilisation Cycle White**Tommee Tippee**£36.74**4.2★**▲ 59%**](https://www.amazon.co.uk/dp/B07PM81R61) [**Philips Avent Premium Baby Bottle Steriliser and Dryer Removes 99.9% of Bacteria Chemical Free Capacity 6 Bottles/Teats/Accessories Model SCF293/01**AVENT**£72.78**4.4★**▲ 35%**](https://www.amazon.co.uk/dp/B08Q14ZHC5)
**~~View all trending →~~**
## **What buyers say about tommee tippee steriliser**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Ease Of Use**20%
*“It's straightforward to use”*
**Value For Money**16%
*“Good value for money”*
**Quality-Overall**14%
*“It feels well made”*
**Ease Of Cleaning**8%
*“cleans really well”*
**Storage Capacity**5%
*“storage”*
**Size-Overall**4%
*“Really good size”*
**Advertised Vs Actual Product**4%
*“Works as it should”*
**Time Taken**3%
*“saves time”*
**Moist/Dry**3%
*“I love the drying function”*
**Compactness**3%
*“Great compact and easy to set up and use steriliser”*
### **What buyers complain about **
**Durability**18%
*“Broke after a month”*
**Leak-Proof**12%
*“leaks a lot”*
**Value For Money**8%
*“Waste of money”*
**Size-Overall**6%
*“Is slightly too large”*
**Smell**6%
*“Yesterday 6th April it smoked out the entire kitchen with very toxic melted plastic smells”*
**Ease Of Use**5%
*“cannot be used”*
**Quality-Overall**5%
*“Absolutely garbage”*
**Ease Of Cleaning**3%
*“You need to clean”*
**Design-Overall**3%
*“Poor design on the inner shelf stands”*
**Moist/Dry**2%
*“so will have to avoid the drying option”*
### **Top return reasons **
**Size-Overall**25%
**Functionality-Overall**16%
**Defective Material/Parts**10%
**Leak-Proof**7%
**Value For Money**6%
**Moist/Dry**3%
**Compatibility-Overall**3%
**Product Condition**3%
**Smell**3%
**Durability**3%
## **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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