white noise machine
Worth a lookShows low returns (1.2%), but soft demand (-9.3% this quarter) keeps it on the watch list.
Returns
Great1.2%return rate — above 6% kills the launch gate
Avg price
Great£18.31avg listing price — sweet spot $15–$100
Market size
Great£961K£961K/yr · 1.3M searches
Price range
Good£8.10–£31.54cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good4.1%search→purchase rate — share of searches ending in a sale
Brand share
Okay77%top-5 brand share — brands hold most of the demand
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay3,055.45avg incumbent reviews — the moat a new listing must climb
Growth
Bad-9.3%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, white noise machine is a £961K/yr Amazon United Kingdom market (1.3M searches/yr). The top 5 brands hold 77% of demand. Verdict: Worth a look — 54/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 60K–80K
- avg 2,000–2,500/product
- Revenue / yr
- £1.1M–£1.5M
- units × avg price
- Launch success
- —
- 3 of 4 new (360d)
- Conversion rate
- 4.1%
- Avg BSR
- #27
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 3.2%
- Avg brand age
- 31 months
- Avg seller age
- 187 days
Competition
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
15 flat
Sellers
19
Top-5 brand share
77%
Top 20: 100%
Top-5 click share
59%
Top 20: 97%
Open market
19%
- Dreamegg30%
- momcozy17%
- BrownNoise13%
- Easysleep12%
- GMEKA5%
- Temdan4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -9.3% 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 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Dreamegg White Noise Machine Portable Sound Machine Baby Features Powerful Battery D11Max Sleep Aid Sound Machine for Baby Adults 21 Soothing Sounds for Sleeping Nursery Travel Gift USB Rechargeable
Dreamegg£17.484.5★4,629 rev
White Noise Machine Sound Machine with 30 Soothing Sounds for Sleeping 12 Colors Night Light Plug in Brown Noise Machine Adults Baby Kids Sleep Machine Memory Function 36 Volume Level 5 Timer for Home
BrownNoise£17.834.4★11,853 rev
Easysleep Sound White Noise Machine with 25 Soothing Sounds and Night Lights with 32 Levels of Volume 5 Timers Memory Function for Adults Babies and Kids (White)
Easysleep£15.974.6★12,295 rev
Momcozy Portable Sound Machine with Night Light White Noise Sound Machine for Baby 20 Soothing Sounds Sound Therapy Long-Lasting Power Timer Clips on Stroller Baby Shower Gifts
momcozy£22.034.4★1,041 rev
Dreamegg White Noise Machine D11 Portable Sound Machine with Night Light for Baby Kids Adults 21 Soothing Sounds Therapy for Sleeping Nursery Travel USB Rechargeable Continuous or Timer Baby Gift
Dreamegg£24.594.5★3,661 rev
Newest
by launch date
Portable White Noise Machine Baby with Bluetooth 30 Soothing Sounds & 10 Night Light Mode Rechargeable Baby Sound Machine with Clip for Stroller & Nursery Timer Sleep Aid for Travel & Adults
Hranio£19.5335 rev
White Noise Machine for Baby Adult Portable Sound Machine with 21 Natural Soothing Sound Memory Function Powerful Battery & 32 Levels of Volume Sleep Aid Sound Machine for Sleeping Nursery Travel
FEKTIK£11.98168 rev
White Noise Machine with Nursery Night Light for Baby Adults Portable White Noise Machine with 24 Soothing Sounds Therapy for Sleeping Travel Baby Essentials for Newborn USB Rechargeable
GMEKA£10.52114 rev
![Portable Baby Sound Machine [White Noise for Babies Kids Adults][Sleep Soother][Timer Function][12 Soothing Sounds] 15 Hours Battery Life Travel Registry Gift Shower Clips on Baby Stroller](https://m.media-amazon.com/images/I/31lQnXvzA7L.jpg)
Portable Baby Sound Machine [White Noise for Babies Kids Adults][Sleep Soother][Timer Function][12 Soothing Sounds] 15 Hours Battery Life Travel Registry Gift Shower Clips on Baby Stroller
Temdan£11.3492 rev
Momcozy Portable Sound Machine with Night Light White Noise Sound Machine for Baby 20 Soothing Sounds Sound Therapy Long-Lasting Power Timer Clips on Stroller Baby Shower Gifts
momcozy£22.031,041 rev
Trending
90-day click momentumPortable White Noise Machine Baby with Bluetooth 30 Soothing Sounds & 10 Night Light Mode Rechargeable Baby Sound Machine with Clip for Stroller & Nursery Timer Sleep Aid for Travel & Adults
Hranio£19.534.7★
Hatch Rest Go | Portable Sound Machine for Babies & Kids | Sleep Soother Machine with 10 Calming Sleep Sounds | Rechargeable Travel Baby Sound Machine for Travel | Putty
Hatch Baby£28.294.7★
Easysleep Sound White Noise Machine with 25 Soothing Sounds and Night Lights with 32 Levels of Volume 5 Timers Memory Function for Adults Babies and Kids (White)
Easysleep£15.974.6★
White Noise Machine for Baby Adult Portable Sound Machine with 21 Natural Soothing Sound Memory Function Powerful Battery & 32 Levels of Volume Sleep Aid Sound Machine for Sleeping Nursery Travel
FEKTIK£11.984.5★
White Noise Machine with Nursery Night Light for Baby Adults Portable White Noise Machine with 24 Soothing Sounds Therapy for Sleeping Travel Baby Essentials for Newborn USB Rechargeable
GMEKA£10.524.6★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“Battery lasts a long time”
“Simple to operate”
“Worth it”
“Easy to charge”
“easy to carry it everywhere with us”
“has helped them sleep”
“Size is perfect”
“The sound quality is pleasant”
“Much better than I expected”
What buyers complain about
“Didnt last”
“Not rechargeable”
“Poor sound”
“Poor battery life or faulty product arrived”
“Didn't work for me”
“Disappointed that the volume buttons on this don't work either”
“Small”
“Not clean white noise”
“Poor Application pairing”
“hasn't made any particular difference in helping my little one fall asleep or stay asleep for longer”
Top return reasons
Common questions
- Is white noise machine profitable to sell on Amazon United Kingdom?
- The niche generates £961K/yr across 22 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is -9.3%. Flapen's verdict: Worth a look (54/100).
- How competitive is the white noise machine niche?
- 15 brands and 19 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 77% of demand.
- What do buyers complain about in white noise machine?
- Top complaints mined from reviews: Durability, Charging, Audio Volume. The return rate is 1.2%.
- When does demand for white noise machine peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the white noise machine niche?
- Listings span £8.10–£31.54; the average listing price is £18.31 (sweet spot $15–$100). The average incumbent carries 3,055 reviews — the moat a new listing must climb.
Related niches in Baby Products
- 63baby toysLaunch it
- 63buggy fanWorth a look
- 63car seat travel bagWorth a look
- 63retractable stair gateWorth a look
- 63christening gifts for girlsWorth a look
- 64playpenLaunch it