---
title: "newborn tummy time — Niche Verdict: Skip it (49/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/newborn-tummy-time"
last_updated: "2026-07-14T02:07:54.448Z"
locale: en
meta:
  description: "a small market ($58K/yr) — newborn tummy time doesn't clear our bar today."
  "og:description": "a small market ($58K/yr) — newborn tummy time doesn't clear our bar today."
  "og:title": "newborn tummy time — Niche Verdict: Skip it (49/100) | Amazon United States - Flapen"
---

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# **newborn tummy time**

**Skip it**

A small market ($58K/yr) — this niche doesn't clear our bar today.

Market size 14Growth 17Conversion 50Competition 89Returns 91Price range 52Avg price 46Brand share 95Review moat 24Quality gap 17

**Brand share**

**Incredible****38%**

top-5 brand share — no brand owns this niche

**Returns**

**Great****1.2%**

return rate — above 6% kills the launch gate

**Competition**

**Great****26%**

top-5 click share — an open shelf

**Price range**

**Good****$3.49–$27.65**

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

**Conversion**

**Good****4.0%**

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

**Avg price**

**Okay****$11.57**

avg listing price — sweet spot $15–$100

**Review moat**

**Bad****6,462.4**

avg incumbent reviews — the moat a new listing must climb

**Growth**

**Bad****-16.9%**

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

**Quality gap**

**Bad****4.7★**

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.

0%3%$2K6%$3K9%$5K12%$7K101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 62 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Bright Starts Oball Shaker Rattle Toy Ages Newborn Plus](https://m.media-amazon.com/images/I/41Mcv9NsY6L.jpg)**Bright Starts Oball Shaker Rattle Toy Ages Newborn Plus**Bright Starts**$3.84**4.7★46,789 rev](https://www.amazon.com/dp/B008J1QP7Y) [2![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](https://m.media-amazon.com/images/I/51GtGs4XocL.jpg)**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**$9.93**4.8★8,799 rev](https://www.amazon.com/dp/B0B21ZM7LJ) [3![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](https://m.media-amazon.com/images/I/4138A2XqdpL.jpg)**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**$9.96**4.8★2,235 rev](https://www.amazon.com/dp/B07S4HFYVZ) [4![Bright Starts Grab & Spin Baby Rattle & BPA-Free Teether Toy Ages 3 Months+](https://m.media-amazon.com/images/I/4108+CwoQfL.jpg)**Bright Starts Grab & Spin Baby Rattle & BPA-Free Teether Toy Ages 3 Months+**Bright Starts**$3.49**4.8★21,718 rev](https://www.amazon.com/dp/B000FMQWS2) [5![Baby Einstein Outstanding Opus The Octopus Sensory Rattle & Teether Multi-Use Toy BPA Free & Chillable 3 Months & up Multicolored](https://m.media-amazon.com/images/I/41THB9s1miL.jpg)**Baby Einstein Outstanding Opus The Octopus Sensory Rattle & Teether Multi-Use Toy BPA Free & Chillable 3 Months & up Multicolored**Baby Einstein**$5.22**4.8★4,877 rev](https://www.amazon.com/dp/B094DSB19L)

**~~View all top sellers →~~**

### **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](https://m.media-amazon.com/images/I/41Z-NzpjRdL.jpg)**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**$11.72**33 rev5mo ago](https://www.amazon.com/dp/B0FZB1F2Q1) [![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)](https://m.media-amazon.com/images/I/41MZtBF6BlL.jpg)**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**$9.12**124 rev5mo ago](https://www.amazon.com/dp/B0GGN8YY43) [![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](https://m.media-amazon.com/images/I/51L96iaDVmL.jpg)**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**$18.11**173 rev7mo ago](https://www.amazon.com/dp/B0FWRFNFZT) [![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](https://m.media-amazon.com/images/I/51ktimuv8uL.jpg)**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**$27.65**43 rev8mo ago](https://www.amazon.com/dp/B0G1JK8Q3G) [![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](https://m.media-amazon.com/images/I/41OnW7JkoIL.jpg)**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**$13.38**44 rev8mo ago](https://www.amazon.com/dp/B0FZFS9XHW)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![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](https://m.media-amazon.com/images/I/41OnW7JkoIL.jpg)**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**$13.38**4.9★**▲ 280%**](https://www.amazon.com/dp/B0FZFS9XHW) [![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](https://m.media-amazon.com/images/I/415GgHyKEcL.jpg)**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**$13.75**4.8★**▲ 269%**](https://www.amazon.com/dp/B0FKH1HRCL) [![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)](https://m.media-amazon.com/images/I/41MZtBF6BlL.jpg)**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**$9.12**4.8★**▲ 225%**](https://www.amazon.com/dp/B0GGN8YY43) [![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](https://m.media-amazon.com/images/I/41Z-NzpjRdL.jpg)**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**$11.72**4.7★**▲ 211%**](https://www.amazon.com/dp/B0FZB1F2Q1) [![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)](https://m.media-amazon.com/images/I/31pyAYzamiL.jpg)**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**$7.40**4.2★**▲ 197%**](https://www.amazon.com/dp/B0FZJY7ZHR)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -16.9% search growth over the last 90 days.

30K20KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: Mar, Jul · busiest ÷ quietest = 4.9×

## **Reviews**

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

### **What buyers love **

**Fun/Entertainment Experience**27%

*“Fun gift”*

**Quality-Overall**10%

*“what truly surprised me was the excellent build quality”*

**Color**6%

*“Vibrant colors”*

**Ease Of Use**5%

*“Easy to use”*

**Size-Overall**5%

*“Great size”*

**Value For Money**5%

*“Great value”*

**Soft Feel**4%

*“soft to the touch”*

**Gifting Purpose**4%

*“It was a gift”*

**Grip**4%

*“Easy grip”*

**Ease Of Cleaning**3%

*“Easy clean”*

### **What buyers complain about **

**Size-Overall**16%

*“Small size”*

**Noise Level**7%

*“Noisy”*

**Quality-Overall**5%

*“Bad quality”*

**Choking**4%

*“Choking hazard concern”*

**Hard Feel**4%

*“It's not super soft”*

**Advertised Vs Actual Product**3%

*“Not quite as advertised”*

**Material Quality**3%

*“felt the material is not good either”*

**Value For Money**2%

*“Very cheap”*

**Ease Of Cleaning**2%

*“Cleaning is not the easiest due to the tiny cracks”*

**Weight Heavy**2%

*“Its a bit heavier than I expected it to be”*

### **Top return reasons **

**Size-Overall**27%

**Advertised Vs Actual Product**10%

**Quality-Overall**9%

**Value For Money**8%

**Material Quality**6%

**Defective Material/Parts**5%

**Noise Level**4%

**Hard Feel**3%

**Gifting Purpose**3%

**Functionality-Overall**3%