glow worm
Skip itWeak search conversion (1.0%) — this niche doesn't clear our bar today.
Avg price
Great$18.12avg listing price — sweet spot $15–$100
Price range
Great$4.88–$44.90cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Good2.9%return rate — above 6% kills the launch gate
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Review moat
Bad8,882.5avg incumbent reviews — the moat a new listing must climb
Market size
Bad$68K$68K/yr · 365K searches
Growth
Bad-16.3%90-day search growth — must beat 0% to launch
Conversion
Bad1.0%search→purchase rate — share of searches ending in a sale
Competition
Bad84%top-5 click share — a locked-up shelf
Competition
The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.Brands
9 rising
Sellers
46
Top-5 brand share
89%
Open market
7%
- Bobby Garland34%
- Hasbro19%
- Fisher-Price16%
- World's Smallest15%
- Milepetus5%
- VTech5%
- Open — no brand owns it (3 brands, 7%)
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 10 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bobby Garland Itty Bit Mayfly - Mo Glo Glow Worm - 1.25
Bobby Garland$5.894.4★91 rev
Playskool Glo Worm Soother Toy Set - Bundle with SmartSense Cry Sensor Voice Recordable Stuffed Soother Toy for Newborns Babies Plus Door Hanger | Playskool Bedtime Plush for Toddlers
Hasbro$26.994.3★7 rev
Worlds Smallest Glo Worm multi (538)
World's Smallest$9.014.8★4,720 rev
Fisher-Price Musical Baby Toy Soothe & Glow Seahorse Pink Plush Sound Machine with Lights & Volume Control for Newborns
Fisher-Price$13.364.8★23,127 rev
1.6in/3.3in Fishing Soft Lure Earthworm Bait Lifelike Fake Earthworm Grub Worm Soft Fishing Lure Baits (3.3inch Luminous (50pcs/Pack))
Milepetus$5.694.1★656 rev
Newest
by launch datePlayskool Glo Worm Soother Toy Set - Bundle with SmartSense Cry Sensor Voice Recordable Stuffed Soother Toy for Newborns Babies Plus Door Hanger | Playskool Bedtime Plush for Toddlers
Hasbro$26.997 rev
Bobby Garland Itty Bit Mayfly - Mo Glo Glow Worm - 1.25
Bobby Garland$5.8991 rev
Baby Einstein Sea Dreams Seahorse Plush Soother Toy with Music and Lights Ages 0 Months and Up Pink
Baby Einstein$17.62246 rev
VTech Baby Soothe and Shine Firefly Musical Plush with Color Night-Light
VTech$18.00153 rev
Glo Worm Toy Window Bumper Sticker Decal 5
LAD Studio$4.885 rev
Trending
90-day click momentum1.6in/3.3in Fishing Soft Lure Earthworm Bait Lifelike Fake Earthworm Grub Worm Soft Fishing Lure Baits (3.3inch Luminous (50pcs/Pack))
Milepetus$5.694.1★
Bobby Garland Itty Bit Mayfly - Mo Glo Glow Worm - 1.25
Bobby Garland$5.894.4★
Playskool Glo Worm Soother Toy Set - Bundle with SmartSense Cry Sensor Voice Recordable Stuffed Soother Toy for Newborns Babies Plus Door Hanger | Playskool Bedtime Plush for Toddlers
Hasbro$26.994.3★
Worlds Smallest Glo Worm multi (538)
World's Smallest$9.014.8★
Funko Pop! Retro Toys: Hasbro - Glo Worm (Glow in The Dark)
Funko$44.904.8★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -16.3% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 3.8×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“This is so fun”
“it is perfect for my son to fall asleep”
“It is soft to the touch”
“It appears well made”
“great value”
“Its so soothing we use both the sleepy time music”
“Perfect size”
“Just as described”
“Fun gift”
“Calming and comforting”
What buyers complain about
“SO LOUD”
“Little overpriced. $50ish”
“Broke”
“I couldnt roll away from sleeping baby without waking her so we thought this might help”
“The only drawback is the battery drainage”
“cumbersome to open, operate”
“Not soft”
“Kind of big for being the world's smallest glow worm”
“then it turns off”
“Got today doesn't work bummer don't count on”