newborn tummy time
Skip itA small market ($58K/yr) — this niche doesn't clear our bar today.
Brand share
Incredible38%top-5 brand share — no brand owns this niche
Returns
Great1.2%return rate — above 6% kills the launch gate
Competition
Great26%top-5 click share — an open shelf
Price range
Good$3.49–$27.65cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good4.0%search→purchase rate — share of searches ending in a sale
Avg price
Okay$11.57avg listing price — sweet spot $15–$100
Review moat
Bad6,462.4avg incumbent reviews — the moat a new listing must climb
Growth
Bad-16.9%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Market size
Bad$58K$58K/yr · 123K searches
Competition
Clicks spread well past the top 5 (26% combined) — an open shelf where new products get seen.Brands
40 falling
Sellers
72
Top-5 brand share
38%
Open market
58%
- Bright Starts16%
- Itzy Ritzy7%
- Infinno6%
- Baby Einstein5%
- HAHA Baby4%
- Burt's Bees Baby4%
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 62 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bright Starts Oball Shaker Rattle Toy Ages Newborn Plus
Bright Starts$3.844.7★46,789 rev
Infinno Baby Wrist Rattle Socks and Foot Finder Set Perfect Baby Toys for 0-12 Months Newborn Boys and Girls As Shower Gifts Garden Bug Series
Infinno$9.934.8★8,799 rev
HAHA Baby Teething Rattle Toys Infant Girl Boy Learning Toy Newborn Soft Handbell Grab Shaker Crinkle Squeaky Sensory Travel Accessories for 0 3 6 9 12 Months Old
HAHA Baby$9.964.8★2,235 rev
Bright Starts Grab & Spin Baby Rattle & BPA-Free Teether Toy Ages 3 Months+
Bright Starts$3.494.8★21,718 rev
Baby Einstein Outstanding Opus The Octopus Sensory Rattle & Teether Multi-Use Toy BPA Free & Chillable 3 Months & up Multicolored
Baby Einstein$5.224.8★4,877 rev
Newest
by launch date
iPlay iLearn Baby Maracas Rattle Toy Infant Animal Shaker Rattles Set Newborn Sensory Teething Rings Tummy Time Carseat Stroller Crib Toy Birthday Gift 3 4 6 7 9 12 18 Month Old Toddler Girl Boy
iPlay, iLearn$11.7233 rev
Baby Rattle Teething Toys Silicone Avocado Teething Mitten Sensory Toys for Grasping Chewing Sucking Hearing Needs-Baby Teether for Teething Relief-BPA Free Infant Toys Baby Shower Gifts (Green)
Wovinda$9.12124 rev
AZEN 16 Pack Baby Rattles Teething Toys 3-6 Months Baby Toys 0-6 Months Newborn Infant Toys 6-12 Months Essentials Must Haves Wrist Socks Toddler Stocking Stuffers Christmas Gifts
AZEN$18.11173 rev
Joey Monty Bella Bunny Soft Baby Rattle Toys for Babies 0-6 Months (2 Pack) High Contrast Baby Toys for Newborn Plush Baby Rattles & Rings Baby Girl Gift
Joey Monty$27.6543 rev
haakaa 2-in-1 Baby Teething Toy Octopus Teether with Gentle Rattle Soft Textured Teether for Sore Gums Easy to Grasp Sensory Toy for Babies 3M+ Pea Green
haakaa$13.3844 rev
Trending
90-day click momentumhaakaa 2-in-1 Baby Teething Toy Octopus Teether with Gentle Rattle Soft Textured Teether for Sore Gums Easy to Grasp Sensory Toy for Babies 3M+ Pea Green
haakaa$13.384.9★
TYRY.HU Baby Rattles Toy Plush Lion Rattle Stuffed Animal Hand Rattles Infant Grab Shake Rattle Crinkle & Squeaker Soft Sensory Toy with Sound for Babies 0-6 6-12 Months Lion
TYRY.HU$13.754.8★
Baby Rattle Teething Toys Silicone Avocado Teething Mitten Sensory Toys for Grasping Chewing Sucking Hearing Needs-Baby Teether for Teething Relief-BPA Free Infant Toys Baby Shower Gifts (Green)
Wovinda$9.124.8★
iPlay iLearn Baby Maracas Rattle Toy Infant Animal Shaker Rattles Set Newborn Sensory Teething Rings Tummy Time Carseat Stroller Crib Toy Birthday Gift 3 4 6 7 9 12 18 Month Old Toddler Girl Boy
iPlay, iLearn$11.724.7★
AULEGE Giraffe Silicone Baby Teether Rattle Toy for 0-6 6-12 Months BPA-Free Infant Teething Toy with Rattle Sound Easy-Grip Design for Teething Relief (Olive)
AULEGE$7.404.2★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -16.9% search growth over the last 90 days.Peak months: Mar, Jul · busiest ÷ quietest = 4.9×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Fun gift”
“what truly surprised me was the excellent build quality”
“Vibrant colors”
“Easy to use”
“Great size”
“Great value”
“soft to the touch”
“It was a gift”
“Easy grip”
“Easy clean”
What buyers complain about
“Small size”
“Noisy”
“Bad quality”
“Choking hazard concern”
“It's not super soft”
“Not quite as advertised”
“felt the material is not good either”
“Very cheap”
“Cleaning is not the easiest due to the tiny cracks”
“Its a bit heavier than I expected it to be”