Is gum shield profitable to sell on Amazon United Kingdom?

The niche generates £494K/yr across 66 tracked products. 2 of 9 products launched in the last 360 days are still selling. 90-day search growth is -40.9%. Flapen's verdict: Worth a look (59/100).

How competitive is the gum shield niche?

24 brands and 39 sellers compete. The top 5 products take 25% of clicks and top 5 brands hold 66% of demand.

What do buyers complain about in gum shield?

Top complaints mined from reviews: Size-Overall, Comfort-Overall, Oral Hygiene. The return rate is 1.1%.

When does demand for gum shield peak?

Demand peaks in Sep–Oct–Nov; the busiest month runs 3.4× the quietest.

What does it cost to enter the gum shield niche?

Listings span £3.79–£25.07; the average listing price is £9.60 (sweet spot $15–$100). The average incumbent carries 4,246 reviews — the moat a new listing must climb.

gum shield

Worth a look

Shows low returns (1.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Great1.1%

return rate — above 5% kills the launch gate

Competition

Great25%

top-5 click share — an open shelf

Quality gap

Great4.1★

avg incumbent rating — lower means beatable quality

Brand share

Good66%

top-5 brand share — brands hold most of the demand

Market size

Good£494K

£494K/yr · 1.1M searches

Conversion

Good4.9%

search→purchase rate — share of searches ending in a sale

Price range

Okay£3.79–£25.07

cheapest to priciest tracked listing — scored on the share inside $15–$100

Avg price

Okay£9.60

avg listing price — sweet spot $15–$100

Review moat

Bad4,245.65

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-40.9%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United Kingdom niche tracking, gum shield is a £494K/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 66% of demand. Demand peaks in Sep–Oct–Nov. Verdict: Worth a look — 59/100.

Data updated Jul 25, 2026 · scored weekly · How we score niches

gum shield market data

Units sold / yr: 50K–60K; avg 750–1,000/product
Revenue / yr: £480K–£576K; units × avg price
Conversion rate: 4.9%
Avg BSR: #78
Page quality: 0%
Prime: 100%
Sponsored: 97%
Out of stock: 2.8%
Avg brand age: 52 months
Avg seller age: 181 days

Competition & brand share

Clicks spread well past the top 5 (25% combined) — an open shelf where new products get seen.

Brands

24 rising

Sellers

Top-5 brand share

66%

Top 20: 98%

Top-5 click share

25%

Top 20: 64%

Open market

29%

Opro25%
SAFEJAWZ22%
GAME GUARD7%
flintronic6%
ONIVO PRO6%
Reazeal6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -40.9% search growth over the last 90 days.

Peak months: Sep, Oct, Nov · busiest ÷ quietest = 3.4×

Open Trend

Top gum shield search terms

mouth guard290K/yr -39.4%3.9% conv.
gum shield288K/yr -42.8%4.5% conv.
mouthguard57K/yr -28.2%3.7% conv.
mouth guard boxing27K/yr +2.2%4.2% conv.
opro mouth guard53K/yr -37.2%3.4% conv.
boxing mouth guard27K/yr -31.6%3.9% conv.
kids gum shield34K/yr -46.7%3.0% conv.
gumshield32K/yr -36.0%3.8% conv.
gum shield kids67K/yr -64.0%2.5% conv.
gum shield boxing21K/yr -36.5%5.3% conv.

All search terms

Top gum shield 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

SAFEJAWZ Mouth Guard Slim Fit Gum Shield for Adults with Case Easy Fit Remouldable Gumshield for Rugby Boxing MMA Hockey Karate & All Contact Sports Mouthguard (Adult 12+ Years White)

SAFEJAWZ£7.714.2★16,259 rev

Mouth Guard for Grinding Teeth at Night: Moldable Dental Guard for Sleeping (4 Guards)

Reazeal£10.294.0★15,971 rev

Flintronic 2 Pcs Adult Sports Mouthguard Gum Shield with Case for Rugby Boxing Martial Arts Hockey MMA Karate Taekwondo and Other Contact Sports (White + Black)

flintronic£4.163.5★1,149 rev

SAFEJAWZ Mouth Guard Slim Fit Gum Shield for Adults & Juniors with Case Easy Fit Remouldable Gumshield for Rugby Boxing MMA Hockey Karate & All Contact Sports Mouthguard

SAFEJAWZ£7.604.2★16,259 rev

Titan Armour Gum Shield Custom-Fit Mouth Guard for Boxing Gold Adult

Titan Armour£8.114.3★807 rev

Newest

by launch date

Mouthguard for Adults & Kids 11+ Gum Shield with Case Boil and Bite Mouth Guard for Boxing Rugby MMA Muay Thai Karate Hockey & Contact Sports

ONIVO PRO£4.9530 rev

7mo ago

Dual Layer Sports Mouth Guard for Adults & Kids 11+ Premium Protection Gum Shield with Case Boil and Bite Mouthguard for Boxing Rugby MMA Karate Hockey & Contact Sports

ONIVO PRO£5.8123 rev

8mo ago

ONIVO Mouth Guard for Men and Kids 12+ Durable Gum Shield for Boxing MMA Rugby Hockey Martial Arts Judo Karate and other Sports - Includes Case Comfortable for Jaw Protection and Safety (Black)

ONIVO£4.57158 rev

2y ago

Titan Armour Gum Shield Custom-Fit Mouth Guard for Boxing Gold Adult

Titan Armour£8.11807 rev

3y ago

RDX Gum Shield for Boxing MMA Kickboxing Muay Thai Judo Karate - Adult Mouth Guard Mouthpiece Jaw Protector with Storage Case Martial Arts Football Rugby Hockey Contact Sports - Above 12 Years Age

RDX£13.47640 rev

3y ago

What buyers say about gum shield

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall15%

“The quality feels solid”

Size-Overall15%

“easy to fit”

Ease Of Use12%

“Ease of use”

Comfort-Overall10%

“Comfortable all night”

Oral Hygiene9%

“Good for dental hygiene”

Value For Money8%

“Good for the price”

Instructions/User Manual/Troubleshooting5%

“Instructions were clear”

Advertised Vs Actual Product4%

“Better than expected”

Efficiency3%

“Dows the job”

Tooth Brightening2%

“helped reduce my teeth grinding”

What buyers complain about

Size-Overall26%

“Too small”

Comfort-Overall7%

“Hard and uncomfortable”

Oral Hygiene7%

“UK dental care is in a dire situation”

Functionality-Overall7%

“Not Remouldable”

Quality-Overall6%

“Cheap”

Value For Money5%

“Waste of money”

Ease Of Use3%

“difficult to use”

Thickness3%

“Its much thicker than the picture indicates”

Durability3%

“won't last”

Instructions/User Manual/Troubleshooting2%

“poor instructions / design could be improved”

Top return reasons

Size-Overall50%

Functionality-Overall11%

Advertised Vs Actual Product5%

Quality-Overall5%

Compatibility-Overall3%

Defective Material/Parts3%

Comfort-Overall2%