---
title: "Gum Shield Kids Age 12 — £58K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/sports-outdoors/gum-shield-kids-age-12"
last_updated: "2026-07-31T14:42:45.883Z"
locale: en
meta:
description: "Niche score 41/100 · £58K/yr market · 194K searches/yr · £7.49 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · £58K/yr market · 194K searches/yr · £7.49 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Gum Shield Kids Age 12 — £58K/yr Amazon UK Niche (2026) - Flapen"
---
# **gum shield kids age 12**
**Skip it**
Soft demand (-56.4% this quarter) — this niche doesn't clear our bar today.
Market size 14Growth 0Conversion 50Competition 61Returns 81Price range 0Avg price 21Brand share 44Review moat 45Quality gap 92
**Quality gap**
**Great****4.0★**
avg incumbent rating — lower means beatable quality
**Returns**
**Great****1.7%**
return rate — above 5% kills the launch gate
**Competition**
**Good****48%**
top-5 click share — leaders hold, buyers still browse
**Conversion**
**Okay****4.0%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Okay****2,030.53**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Okay****78%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**18**
**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.
18K13KSpike '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Sep, Oct, Nov · busiest ÷ quietest = 9.5×
[**Open Trend **](https://flapen.com/research/uk/sports-outdoors/gum-shield-kids-age-12/trend)
## **Top gum shield kids age 12 search terms**
- **kids gum shield**34K/yr-49.5%3.0% conv. - **gum shield kids**67K/yr-62.8%2.8% conv. - **kids mouth guard**25K/yr-32.7%2.1% conv. - **mouth guard kids**12K/yr-62.1%3.1% conv. - **gumshield kids**7K/yr-57.1%2.6% conv. - **kids mouthguard**4K/yr-56.1%0.3% conv. - **kids mouth guard 9-12**8K/yr-83.8%5.5% conv. - **kids gumshield**3K/yr-60.4%2.2% conv. - **childrens gum shield**3K/yr-52.5%5.2% conv. - **kids mouth guard 6-8**2K/yr-51.2%1.9% conv. [**All search terms **](https://flapen.com/research/uk/sports-outdoors/gum-shield-kids-age-12/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.
0%5%£3K10%£6K15%£9K20%£12K101001K10K100K 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**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**£5.55**3.9★3,540 rev](https://www.amazon.co.uk/dp/B002PD5E2E) [2**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**£3.79**4.1★679 rev](https://www.amazon.co.uk/dp/B0BR37N1GX) [3**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**£5.67**3.9★3,540 rev](https://www.amazon.co.uk/dp/B002PD1A7M) [4**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**£5.66**3.9★3,540 rev](https://www.amazon.co.uk/dp/B002PD9KFG) [5**SAFEJAWZ Clear Mouth Guard Slim Fit Gum Shield for Juniors with Case**SAFEJAWZ**£7.21**4.2★4,695 rev](https://www.amazon.co.uk/dp/B073CW1R7N)
**~~View all top sellers →~~**
### **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**£4.61**14 rev7mo ago](https://www.amazon.co.uk/dp/B0GBL176XZ) [**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**£4.66**14 rev7mo ago](https://www.amazon.co.uk/dp/B0GBLCY47D) [**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**£4.48**159 rev2y ago](https://www.amazon.co.uk/dp/B0DBDX44HR) [**Marvel Venom Sports Mouth Guard Junior Dual Layer Gum Shield with Case**Marvel**£14.11**1,734 rev2y ago](https://www.amazon.co.uk/dp/B0D2NMQ45V) [**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**£3.79**679 rev3y ago](https://www.amazon.co.uk/dp/B0BR37N1GX)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£4.66**3.4★**▲ 717%**](https://www.amazon.co.uk/dp/B0GBLCY47D) [**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**£4.61**3.4★**▲ 476%**](https://www.amazon.co.uk/dp/B0GBL176XZ) [**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**£4.48**3.8★**▲ 283%**](https://www.amazon.co.uk/dp/B0DBDX44HR) [**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**£3.79**4.1★**▲ 123%**](https://www.amazon.co.uk/dp/B0BR37N1GX) [**SAFEJAWZ Black Fangz Mouth Guard Junior Dual Layer Gum Shield with Case**SAFEJAWZ**£12.28**4.2★**▲ 95%**](https://www.amazon.co.uk/dp/B00ZA1C2FA)
**~~View all trending →~~**
## **What buyers say about gum shield kids age 12**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Size-Overall**17%
*“Fits perfectly”*
**Ease Of Use**14%
*“Easy to use”*
**Comfort-Overall**12%
*“So comfortable”*
**Quality-Overall**9%
*“Great quality”*
**Instructions/User Manual/Troubleshooting**8%
*“Item came with very clear instructions, moulded”*
**Value For Money**7%
*“Good value for money”*
**Durability**4%
*“durability remains strong”*
**Adhesion/Stickiness**3%
*“Moulds well stays in place nicely”*
**Shape/Style**3%
*“loved the venom style”*
**Advertised Vs Actual Product**3%
*“Does what it is meant to”*
### **What buyers complain about **
**Size-Overall**24%
*“Didnt fit in my little boys mouth at all”*
**Shape/Style**10%
*“Did not mould to shape”*
**Functionality-Overall**7%
*“still it wont mould”*
**Ease Of Use**7%
*“son couldnt use it”*
**Instructions/User Manual/Troubleshooting**6%
*“Followed instructions- just melted”*
**Value For Money**6%
*“It was not one of the cheapest either”*
**Quality-Overall**6%
*“Quality is average”*
**Tooth Sensitivity**5%
*“I grind my teeth at night when I sleep”*
**Comfort-Overall**5%
*“Not comfortable”*
**Weight Heavy**2%
*“Not the best the front is too bulky making it loose”*
### **Top return reasons **
**Size-Overall**77%
**Functionality-Overall**7%
**Quality-Overall**3%
**Color**2%
**Defective Material/Parts**2%
**Value For Money**1%
**Advertised Vs Actual Product**1%
**Product Condition**1%
**Water Resistance**1%
**Durability**1%
## **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.
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