nipple shields for nursing newborn
Skip itA concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Avg price
Incredible$33.08avg listing price — sweet spot $15–$100
Price range
Great$7.50–$59.64cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Conversion
Good4.9%search→purchase rate — share of searches ending in a sale
Market size
Okay$221K$221K/yr · 136K searches
Returns
Okay4.8%return rate — above 5% kills the launch gate
Review moat
Bad8,045.6avg incumbent reviews — the moat a new listing must climb
Growth
Bad-36.8%90-day search growth — must beat 0% to launch
Competition
Bad100%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, nipple shields for nursing newborn is a $221K/yr Amazon United States market (136K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 34/100.
Data updated Jul 12, 2026 · scored weekly · How we score niches
nipple shields for nursing newborn market data
- Units sold / yr
- 5K–6K
- avg 750–1,000/product
- Revenue / yr
- $165K–$198K
- units × avg price
- Conversion rate
- 4.9%
- Avg BSR
- #16
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 47 months
- Avg seller age
- 146 days
Competition & brand share
The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 rising
Sellers
19
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
100%
Top 20: 100%
Open market
0%
- Munchkin59%
- Momcozy24%
- Silverette15%
- Medela3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -36.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top nipple shields for nursing newborn search terms
- munchkin nipple shield milk flow76K/yr
- munchkin flow nipple shield20K/yr
- munchkin nipple shield13K/yr
- flow nipple shield munchkin18K/yr
- flow nipple shield8K/yr
- nipple shield munchkin2K/yr
Top nipple shields for nursing newborn 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.
All 5 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Munchkin Flow 20mm Nipple Shield for Breastfeeding Newborns Silicone Nursing Nipple Shield with Visible Milk Flow Channel Latch Support Storage Sterilizer Case and Cleaning Syringe
Munchkin$29.074.0★323 rev
Munchkin Flow 16mm Nipple Shield for Breastfeeding Newborns Silicone Latch Monitor with Visible Milk Flow Channel Nursing Support for Sore Nipples
Munchkin$27.993.8★72 rev
Momcozy 999 Silver Nursing Cups Original Perforated Breathable Design 999 Silver Nipple Cover for Breastfeeding Essential Nipple Shield for Nursing Newborn Metal Nipple Shields Regular Size
Momcozy$41.194.3★691 rev
Silverette The Original Silver Nursing Cups Nipple Covers for Breastfeeding Essentials model number: 7300 Pure 925 Silver Nipple Shields for Breastfeeding Lightweight Nursing Cups Regular Size
Silverette$59.644.5★7,197 rev
Medela Contact Nipple Shields Medium 20mm Food Grade Silicone | for Latching Difficulties During Breastfeeding Flat or Inverted Nipples
Medela$7.504.4★31,945 rev
Newest
by launch dateMunchkin Flow 16mm Nipple Shield for Breastfeeding Newborns Silicone Latch Monitor with Visible Milk Flow Channel Nursing Support for Sore Nipples
Munchkin$27.9972 rev
Munchkin Flow 20mm Nipple Shield for Breastfeeding Newborns Silicone Nursing Nipple Shield with Visible Milk Flow Channel Latch Support Storage Sterilizer Case and Cleaning Syringe
Munchkin$29.07323 rev
Momcozy 999 Silver Nursing Cups Original Perforated Breathable Design 999 Silver Nipple Cover for Breastfeeding Essential Nipple Shield for Nursing Newborn Metal Nipple Shields Regular Size
Momcozy$41.19691 rev
Medela Contact Nipple Shields Medium 20mm Food Grade Silicone | for Latching Difficulties During Breastfeeding Flat or Inverted Nipples
Medela$7.5031,945 rev
Silverette The Original Silver Nursing Cups Nipple Covers for Breastfeeding Essentials model number: 7300 Pure 925 Silver Nipple Shields for Breastfeeding Lightweight Nursing Cups Regular Size
Silverette$59.647,197 rev
Trending
90-day click momentumMomcozy 999 Silver Nursing Cups Original Perforated Breathable Design 999 Silver Nipple Cover for Breastfeeding Essential Nipple Shield for Nursing Newborn Metal Nipple Shields Regular Size
Momcozy$41.194.3★
Silverette The Original Silver Nursing Cups Nipple Covers for Breastfeeding Essentials model number: 7300 Pure 925 Silver Nipple Shields for Breastfeeding Lightweight Nursing Cups Regular Size
Silverette$59.644.5★
Medela Contact Nipple Shields Medium 20mm Food Grade Silicone | for Latching Difficulties During Breastfeeding Flat or Inverted Nipples
Medela$7.504.4★
Munchkin Flow 16mm Nipple Shield for Breastfeeding Newborns Silicone Latch Monitor with Visible Milk Flow Channel Nursing Support for Sore Nipples
Munchkin$27.993.8★
Munchkin Flow 20mm Nipple Shield for Breastfeeding Newborns Silicone Nursing Nipple Shield with Visible Milk Flow Channel Latch Support Storage Sterilizer Case and Cleaning Syringe
Munchkin$29.074.0★
What buyers say about nipple shields for nursing newborn
What buyers praise and complain about, mined from review topics.What buyers love
“Lifesaver for breastfeeding”
“Value for money”
“Its well made”
“Easy to clean”
“comfortable”
“fits perfectly”
“Its easy to use”
“Very interesting design, works well”
“Exactly as described”
“they are pretty durable”
What buyers complain about
“A little on the expensive side”
“Recommended Size Was Too Large”
“Difficult to clean”
“Not very comfortable”
“when I was drying them after a clean they bent easily”
“Didn't work”
“Waste of $ I had to return this product, I wasnt sure if my baby was getting enough milk from my breast and this product made it so much harder for her to latch and suck”
“It was also thicker”
“Had issues with stickiness”
“wont latch without it”
Top return reasons
Common questions
- Is nipple shields for nursing newborn profitable to sell on Amazon United States?
- The niche generates $221K/yr across 5 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -36.8%. Flapen's verdict: Skip it (34/100).
- How competitive is the nipple shields for nursing newborn niche?
- 4 brands and 19 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in nipple shields for nursing newborn?
- Top complaints mined from reviews: Value For Money, Size-Overall, Ease Of Cleaning. The return rate is 4.8%.
- When does demand for nipple shields for nursing newborn peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the nipple shields for nursing newborn niche?
- Listings span $7.50–$59.64; the average listing price is $33.08 (sweet spot $15–$100). The average incumbent carries 8,046 reviews — the moat a new listing must climb.