---
title: "Gum Shield — £494K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/gum-shield"
last_updated: "2026-07-31T11:37:02.544Z"
locale: en
meta:
description: "Niche score 59/100 · £494K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 59/100 · £494K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Gum Shield — £494K/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 60Growth 5Conversion 57Competition 90Returns 93Price range 47Avg price 30Brand share 66Review moat 25Quality gap 90
**Returns**
**Great****1.1%**
return rate — above 5% kills the launch gate
**Competition**
**Great****25%**
top-5 click share — an open shelf
**Quality gap**
**Great****4.1★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****66%**
top-5 brand share — brands hold most of the demand
**Market size**
**Good****£494K**
£494K/yr · 1.1M searches
**Conversion**
**Good****4.9%**
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**
**Bad****4,245.65**
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 ~~](https://flapen.com/research/methodology)
## **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**
**39**
**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.
40K30KSpike '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Sep, Oct, Nov · busiest ÷ quietest = 3.4×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/gum-shield/trend)
## **Top gum shield search terms**
- **mouth guard**290K/yr-39.4%3.9% conv. - **gum shield**288K/yr-42.8%4.5% conv. - **mouthguard**57K/yr-28.2%3.7% conv. - **mouth guard boxing**27K/yr+2.2%4.2% conv. - **opro mouth guard**53K/yr-37.2%3.4% conv. - **boxing mouth guard**27K/yr-31.6%3.9% conv. - **kids gum shield**34K/yr-46.7%3.0% conv. - **gumshield**32K/yr-36.0%3.8% conv. - **gum shield kids**67K/yr-64.0%2.5% conv. - **gum shield boxing**21K/yr-36.5%5.3% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/gum-shield/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.
0%2%£10K4%£20K6%£30K8%£39K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**£7.71**4.2★16,259 rev](https://www.amazon.co.uk/dp/B082W8ZZ5M) [2**Mouth Guard for Grinding Teeth at Night: Moldable Dental Guard for Sleeping (4 Guards)**Reazeal**£10.29**4.0★15,971 rev](https://www.amazon.co.uk/dp/B092M5W117) [3**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**£4.16**3.5★1,149 rev](https://www.amazon.co.uk/dp/B0BR38N6M5) [4**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**£7.60**4.2★16,259 rev](https://www.amazon.co.uk/dp/B073CW6WTQ) [5**Titan Armour Gum Shield Custom-Fit Mouth Guard for Boxing Gold Adult**Titan Armour**£8.11**4.3★807 rev](https://www.amazon.co.uk/dp/B0CHBHZ4LC)
**~~View all top sellers →~~**
### **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**£4.95**30 rev7mo ago](https://www.amazon.co.uk/dp/B0GB3K2DPC) [**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**£5.81**23 rev8mo ago](https://www.amazon.co.uk/dp/B0FYGJB63H) [**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**£4.57**158 rev2y ago](https://www.amazon.co.uk/dp/B0CMM6BL5R) [**Titan Armour Gum Shield Custom-Fit Mouth Guard for Boxing Gold Adult**Titan Armour**£8.11**807 rev3y ago](https://www.amazon.co.uk/dp/B0CHBHZ4LC) [**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**£13.47**640 rev3y ago](https://www.amazon.co.uk/dp/B0BS9WV4CP)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£5.81**4.1★**▲ 467%**](https://www.amazon.co.uk/dp/B0FYGJB63H) [**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**£4.95**3.2★**▲ 255%**](https://www.amazon.co.uk/dp/B0GB3K2DPC) [**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**£4.16**3.5★**▲ 121%**](https://www.amazon.co.uk/dp/B0BR38N6M5) [**Mouthguard Adult and Junior Gum Shield Slim Fit with Case for Boxing Martial Arts Judo MMA Rugby Karate Hockey and Other Contact Sports (Black Adults (11+))**Repton Fitness Gears**£5.09**3.8★**▲ 89%**](https://www.amazon.co.uk/dp/B0DYDWGT4W) [**Mouth Guard for Grinding Teeth at Night: Moldable Dental Guard for Sleeping (4 Guards)**Reazeal**£10.29**4.0★**▲ 72%**](https://www.amazon.co.uk/dp/B092M5W117)
**~~View all trending →~~**
## **What buyers say about gum shield**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**15%
*“The quality feels solid”*
**Size-Overall**15%
*“easy to fit”*
**Ease Of Use**12%
*“Ease of use”*
**Comfort-Overall**10%
*“Comfortable all night”*
**Oral Hygiene**9%
*“Good for dental hygiene”*
**Value For Money**8%
*“Good for the price”*
**Instructions/User Manual/Troubleshooting**5%
*“Instructions were clear”*
**Advertised Vs Actual Product**4%
*“Better than expected”*
**Efficiency**3%
*“Dows the job”*
**Tooth Brightening**2%
*“helped reduce my teeth grinding”*
### **What buyers complain about **
**Size-Overall**26%
*“Too small”*
**Comfort-Overall**7%
*“Hard and uncomfortable”*
**Oral Hygiene**7%
*“UK dental care is in a dire situation”*
**Functionality-Overall**7%
*“Not Remouldable”*
**Quality-Overall**6%
*“Cheap”*
**Value For Money**5%
*“Waste of money”*
**Ease Of Use**3%
*“difficult to use”*
**Thickness**3%
*“Its much thicker than the picture indicates”*
**Durability**3%
*“won't last”*
**Instructions/User Manual/Troubleshooting**2%
*“poor instructions / design could be improved”*
### **Top return reasons **
**Size-Overall**50%
**Functionality-Overall**11%
**Advertised Vs Actual Product**5%
**Quality-Overall**5%
**Compatibility-Overall**3%
**Defective Material/Parts**3%
**Comfort-Overall**2%
**Instructions/User Manual/Troubleshooting**2%
**Oral Hygiene**2%
**Durability**2%
## **Common questions**
- **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.
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