Is gum shield kids age 12 profitable to sell on Amazon United Kingdom?

The niche generates £58K/yr across 30 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -56.4%. Flapen's verdict: Skip it (41/100).

How competitive is the gum shield kids age 12 niche?

12 brands and 18 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 78% of demand.

What do buyers complain about in gum shield kids age 12?

Top complaints mined from reviews: Size-Overall, Shape/Style, Functionality-Overall. The return rate is 1.7%.

When does demand for gum shield kids age 12 peak?

Demand peaks in Sep–Oct–Nov; the busiest month runs 9.5× the quietest.

What does it cost to enter the gum shield kids age 12 niche?

Listings span £3.79–£14.23; the average listing price is £7.49 (sweet spot $15–$100). The average incumbent carries 2,031 reviews — the moat a new listing must climb.

gum shield kids age 12

Skip it

Soft demand (-56.4% this quarter) — this niche doesn't clear our bar today.

Quality gap

Great4.0★

avg incumbent rating — lower means beatable quality

Returns

Great1.7%

return rate — above 5% kills the launch gate

Competition

Good48%

top-5 click share — leaders hold, buyers still browse

Conversion

Okay4.0%

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

Review moat

Okay2,030.53

avg incumbent reviews — the moat a new listing must climb

Brand share

Okay78%

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

Avg price

Bad£7.49

avg listing price — sweet spot $15–$100

Market size

Bad£58K

£58K/yr · 194K searches

Growth

Bad-56.4%

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

Price range

Bad£3.79–£14.23

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

According to Flapen's Amazon United Kingdom niche tracking, gum shield kids age 12 is a £58K/yr Amazon United Kingdom market (194K searches/yr). The top 5 brands hold 78% of demand. Demand peaks in Sep–Oct–Nov. Verdict: Skip it — 41/100.

Data updated Jul 29, 2026 · scored weekly · How we score niches

gum shield kids age 12 market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: £60K–£75K; units × avg price
Conversion rate: 4.0%
Avg BSR: #100
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 1.8%
Avg brand age: 54 months
Avg seller age: 193 days

Competition & brand share

The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 falling

Sellers

Top-5 brand share

78%

Top 20: 100%

Top-5 click share

48%

Top 20: 89%

Open market

16%

GAME GUARD39%
SAFEJAWZ12%
Opro12%
flintronic9%
5RIDGE6%
By Dr Knox6%
Open — no brand owns it (6 brands, 16%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -56.4% search growth over the last 90 days.

Peak months: Sep, Oct, Nov · busiest ÷ quietest = 9.5×

Open Trend

Top gum shield kids age 12 search terms

kids gum shield34K/yr -49.5%3.0% conv.
gum shield kids67K/yr -62.8%2.8% conv.
kids mouth guard25K/yr -32.7%2.1% conv.
mouth guard kids12K/yr -62.1%3.1% conv.
gumshield kids7K/yr -57.1%2.6% conv.
kids mouthguard4K/yr -56.1%0.3% conv.
kids mouth guard 9-128K/yr -83.8%5.5% conv.
kids gumshield3K/yr -60.4%2.2% conv.
childrens gum shield3K/yr -52.5%5.2% conv.
kids mouth guard 6-82K/yr -51.2%1.9% conv.

All search terms

Top gum shield kids age 12 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

GAME GUARD Sports Mouthguard Easy Fit Boil & Bite Gum Shield for Kids/Junior (Age 8+) Mouth Guard for Rugby Hockey GAA Ideal for Schools and Clubs (Clear)

GAME GUARD£5.553.9★3,540 rev

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

flintronic£3.794.1★679 rev

GAME GUARD Sports Mouthguard Easy Fit Boil & Bite Gum Shield for Kids/Junior (Age 8+) Mouth Guard for Rugby Hockey GAA Ideal for Schools and Clubs (Red)

GAME GUARD£5.673.9★3,540 rev

GAME GUARD Sports Mouthguard Easy Fit Boil & Bite Gum Shield for Kids/Junior (Age 8+) Mouth Guard for Rugby Hockey GAA Ideal for Schools and Clubs (Green)

GAME GUARD£5.663.9★3,540 rev

SAFEJAWZ Clear Mouth Guard Slim Fit Gum Shield for Juniors with Case

SAFEJAWZ£7.214.2★4,695 rev

Newest

by launch date

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

ONIVO PRO£4.6114 rev

7mo ago

Mouthguard for Kids & Junior Under 11 Years Gum Shield Kids with Case Boil and Bite Mouth Guard for Boxing Rugby MMA Muay Thai Karate Hockey & Contact Sports (Blue Junior Below 11 Years)

ONIVO PRO£4.6614 rev

7mo ago

ONIVO Mouth Guard for Kids and Junior Below 12 Years Durable Gum Shield for Boxing MMA Rugby Hockey Martial Arts Judo Karate and Other Sports (Black)

ONIVO£4.48159 rev

2y ago

Marvel Venom Sports Mouth Guard Junior Dual Layer Gum Shield with Case

Marvel£14.111,734 rev

2y ago

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

flintronic£3.79679 rev

3y ago

What buyers say about gum shield kids age 12

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

What buyers love

Size-Overall17%

“Fits perfectly”

Ease Of Use14%

“Easy to use”

Comfort-Overall12%

“So comfortable”

Quality-Overall9%

“Great quality”

Instructions/User Manual/Troubleshooting8%

“Item came with very clear instructions, moulded”

Value For Money7%

“Good value for money”

Durability4%

“durability remains strong”

Adhesion/Stickiness3%

“Moulds well stays in place nicely”

Shape/Style3%

“loved the venom style”

Advertised Vs Actual Product3%

“Does what it is meant to”

What buyers complain about

Size-Overall24%

“Didnt fit in my little boys mouth at all”

Shape/Style10%

“Did not mould to shape”

Functionality-Overall7%

“still it wont mould”

Ease Of Use7%

“son couldnt use it”

Instructions/User Manual/Troubleshooting6%

“Followed instructions- just melted”

Value For Money6%

“It was not one of the cheapest either”

Quality-Overall6%

“Quality is average”

Tooth Sensitivity5%

“I grind my teeth at night when I sleep”

Comfort-Overall5%

“Not comfortable”

Weight Heavy2%

“Not the best the front is too bulky making it loose”

Top return reasons

Size-Overall77%

Functionality-Overall7%

Quality-Overall3%

Color2%

Defective Material/Parts2%

Value For Money1%

Advertised Vs Actual Product1%

Product Condition1%

Water Resistance1%

Durability1%

Common questions

Is gum shield kids age 12 profitable to sell on Amazon United Kingdom?: The niche generates £58K/yr across 30 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -56.4%. Flapen's verdict: Skip it (41/100).
How competitive is the gum shield kids age 12 niche?: 12 brands and 18 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 78% of demand.
What do buyers complain about in gum shield kids age 12?: Top complaints mined from reviews: Size-Overall, Shape/Style, Functionality-Overall. The return rate is 1.7%.
When does demand for gum shield kids age 12 peak?: Demand peaks in Sep–Oct–Nov; the busiest month runs 9.5× the quietest.
What does it cost to enter the gum shield kids age 12 niche?: Listings span £3.79–£14.23; the average listing price is £7.49 (sweet spot $15–$100). The average incumbent carries 2,031 reviews — the moat a new listing must climb.