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tummy time toys

Launch it81/100

tummy time toys clears our launch bar: a $11.8M/yr market growing +270.3% with returns at 1.5%.

Market/yr

$11.8M

Growth (1y)

+270.3%

Products

86

Brands

54

was 54 a year ago

Sellers

148

Price range

$3.49–$133.61

Returns

1.5%

Rating

4.7★

81/100

Launch it

Scored 81/100 across market size, growth, competition, quality gap, and returns.

Market sizeGrowthCompetitionQuality gapReturns
Market size
86
×0.30
Growth
83
×0.30
Competition
94
×0.20
Quality gap
22
×0.10
Returns
88
×0.10

Demand

Weekly Amazon search volume, last 104 weeks — +270.3% year over year.
539K269KSpike '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26Jul '24Nov '24Mar '25Jul '25Nov '25Mar '26

Seasonality

Monthly demand index across the year — 1.00 is average.

Peak months: Jun, Nov, Dec · busiest ÷ quietest = 5.5×

Competition

14%Baby Einstein
  • Baby Einstein14%
  • TOHIBEE8%
  • Bright Starts7%
  • Infinno6%
  • Nuby5%
  • RAZBABY5%
  • Other (48 brands)55%

Clicks spread well past the top 5 (21% combined) — an open shelf where new products get seen. 54 brands and 148 sellers compete here.

Brands

54 flat

was 54 a year ago

Sellers

148

Top 5 brand share

40%

#ProductBrandPriceRatingReviewsClick shareTrend
1
Baby Montessori Sensory Toys for 0-6 6-12 Months Baby Teether Teething Toys for Babies 0 3 6 9 12 18 Months Newborn Infant Learning Developmental Toys Gifts for 1 2 Year Old Boys GirlsBaby Montessori Sensory Toys for 0-6 6-12 Months Baby Teether Teething Toys for Babies 0 3 6 9 12 18 Months Newborn Infant Learning Developmental Toys Gifts for 1 2 Year Old Boys Girls
TOHIBEE$9.524.7★11,3237%falling
2
Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and upBaby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and up
Baby Einstein$33.734.6★25,3014%flat
3
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 SeriesInfinno 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★8,7993%flat
4
Infantino Water Teethers Cooling & Massaging Relief Lime/Blue 3-PackInfantino Water Teethers Cooling & Massaging Relief Lime/Blue 3-Pack
Infantino$7.144.6★13,9873%rising
5
Baby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity MatBaby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity Mat
Baby Einstein$45.404.7★27,8993%rising
6
Nuby IcyBite Ice Gel Teether Keys for Infants - Silicone Baby Teether Toys - Gentle on Sore Gums - Baby Teething Relief - 3+ Months - BlueNuby IcyBite Ice Gel Teether Keys for Infants - Silicone Baby Teether Toys - Gentle on Sore Gums - Baby Teething Relief - 3+ Months - Blue
Nuby$4.244.7★111,1733%rising
7
ChooKaChoo 2 Pack Baby Teething Toy Silicone Teething Mitten for Babies Over 3 Months Anti Dropping Wrist Hand Teethers Baby Chew Toys for Sucking Needs BPA FreeChooKaChoo 2 Pack Baby Teething Toy Silicone Teething Mitten for Babies Over 3 Months Anti Dropping Wrist Hand Teethers Baby Chew Toys for Sucking Needs BPA Free
ChooKaChoo$9.784.8★6,6893%flat
8
Bright Starts Oball Shaker Rattle Toy Ages Newborn PlusBright Starts Oball Shaker Rattle Toy Ages Newborn Plus
Bright Starts$3.844.7★46,7893%flat
9
Haili XMGQ Baby Teething Toys 3-6 Months Baby Chew Teether Toys BPA Free Babies Teething Relief for Infants Banana Toothbrush Fruit Shape Giraffe Newborn Teether Gift for Baby Boy and Girl ToyHaili XMGQ Baby Teething Toys 3-6 Months Baby Chew Teether Toys BPA Free Babies Teething Relief for Infants Banana Toothbrush Fruit Shape Giraffe Newborn Teether Gift for Baby Boy and Girl Toy
HAILI XMGQ$9.364.8★5,4642%rising
10
RaZbaby Soft Silicone Infant & Baby 3M+ Teether Toy Massaging Bristles Teething Relief Pacifier - Soothes Sore Gums - Hands-Free & Easy-to-Hold Chompy Teether BPA Free (RED/Green)RaZbaby Soft Silicone Infant & Baby 3M+ Teether Toy Massaging Bristles Teething Relief Pacifier - Soothes Sore Gums - Hands-Free & Easy-to-Hold Chompy Teether BPA Free (RED/Green)
RAZBABY$9.874.7★3,2032%flat
11
Frida Baby Silicone Teething Toys 4-in-1 Teether for Babies & Infants Teething Relief for 0-18 Months Not-Too-Cold-to-Hold Baby Teether BPA-FreeFrida Baby Silicone Teething Toys 4-in-1 Teether for Babies & Infants Teething Relief for 0-18 Months Not-Too-Cold-to-Hold Baby Teether BPA-Free
Frida$7.604.6★11,4822%falling
12
Baby Rattles & Teethers Set Baby Toys 0-6 Months Teething Toys 3-6 Months Sensory Toys with Soft Textures Gentle Sounds & Easy-Grip Shape Neutral Newborn Gift10-PackBaby Rattles & Teethers Set Baby Toys 0-6 Months Teething Toys 3-6 Months Sensory Toys with Soft Textures Gentle Sounds & Easy-Grip Shape Neutral Newborn Gift10-Pack
Vanplay$24.334.8★5252%rising
13
2 Pack Silicone Baby Fruit Feeder with Mini Freezer Tray Breastmilk Popsicle Molds for Baby Teething Relief Fresh Food Feeder for Safe Infant Self Feeding Extra Food Pouches2 Pack Silicone Baby Fruit Feeder with Mini Freezer Tray Breastmilk Popsicle Molds for Baby Teething Relief Fresh Food Feeder for Safe Infant Self Feeding Extra Food Pouches
POIKSHARK$13.054.8★2,0102%rising
14
Hooku 2 Pack Silicone Teething Toys for Babies 0-6 Months Teethers for Babies 6-12 Months Remote Teether for Baby Sensory Toys for Babies Baby Chew Toys KLW8808Hooku 2 Pack Silicone Teething Toys for Babies 0-6 Months Teethers for Babies 6-12 Months Remote Teether for Baby Sensory Toys for Babies Baby Chew Toys KLW8808
Hooku$9.074.7★5,2492%flat
15
Black and White Baby Books for Newborn - Tummy Time Mirror & Sensory Toys Soft Montessori Toy for Infant Visual Stimulation Brain Development & Early Learning - High Contrast Toys for 0-6 MonthsBlack and White Baby Books for Newborn - Tummy Time Mirror & Sensory Toys Soft Montessori Toy for Infant Visual Stimulation Brain Development & Early Learning - High Contrast Toys for 0-6 Months
Infinno$8.834.8★1,3462%rising

Product shelf

All 86 tracked products in this niche.

Baby Montessori Sensory Toys for 0-6 6-12 Months Baby Teether Teething Toys for Babies 0 3 6 9 12 18 Months Newborn Infant Learning Developmental Toys Gifts for 1 2 Year Old Boys Girls

Baby Montessori Sensory Toys for 0-6 6-12 Months Baby Teether Teething Toys for Babies 0 3 6 9 12 18 Months Newborn Infant Learning Developmental Toys Gifts for 1 2 Year Old Boys Girls

TOHIBEE

$9.524.7★11,323 reviews

Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and up

Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and up

Baby Einstein

$33.734.6★25,301 reviews

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 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 reviews

Infantino Water Teethers Cooling & Massaging Relief Lime/Blue 3-Pack

Infantino Water Teethers Cooling & Massaging Relief Lime/Blue 3-Pack

Infantino

$7.144.6★13,987 reviews

Baby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity Mat

Baby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity Mat

Baby Einstein

$45.404.7★27,899 reviews

Nuby IcyBite Ice Gel Teether Keys for Infants - Silicone Baby Teether Toys - Gentle on Sore Gums - Baby Teething Relief - 3+ Months - Blue

Nuby IcyBite Ice Gel Teether Keys for Infants - Silicone Baby Teether Toys - Gentle on Sore Gums - Baby Teething Relief - 3+ Months - Blue

Nuby

$4.244.7★111,173 reviews

ChooKaChoo 2 Pack Baby Teething Toy Silicone Teething Mitten for Babies Over 3 Months Anti Dropping Wrist Hand Teethers Baby Chew Toys for Sucking Needs BPA Free

ChooKaChoo 2 Pack Baby Teething Toy Silicone Teething Mitten for Babies Over 3 Months Anti Dropping Wrist Hand Teethers Baby Chew Toys for Sucking Needs BPA Free

ChooKaChoo

$9.784.8★6,689 reviews

Bright Starts Oball Shaker Rattle Toy Ages Newborn Plus

Bright Starts Oball Shaker Rattle Toy Ages Newborn Plus

Bright Starts

$3.844.7★46,789 reviews

Reviews

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

What buyers love

Fun/Entertainment Experience30%

“Very engaging”

Quality-Overall10%

“The quality is fair overall”

Ease Of Use6%

“Easy to use”

Value For Money5%

“Good value for money”

Color4%

“Bright colors”

Size-Overall4%

“Good size”

Ease Of Cleaning3%

“keep it clean”

Soft Feel3%

“The material is soft”

Durability3%

“Cute and durable”

Advertised Vs Actual Product3%

“As pictured”

What buyers complain about

Size-Overall13%

“I dont like the fit”

Durability6%

“breaks easily”

Noise Level5%

“Too quiet”

Quality-Overall5%

“Cheap quality”

Battery Life4%

“Battery life is short”

Value For Money3%

“not worth the price”

Choking3%

“a choking hazard”

Strength3%

“very flimsy”

Smell3%

“Strong chemical smell”

Charging2%

“will not recharge”

Top return reasons

  • Size-Overall22%
  • Functionality-Overall8%
  • Advertised Vs Actual Product7%
  • Value For Money6%
  • Quality-Overall6%
  • Defective Material/Parts6%
  • Material Quality5%
  • Product Condition4%
  • Noise Level3%
  • Gifting Purpose3%

Data scraped July 10, 2026 · Marketplace baseline: 4.4★ avg rating · $22.43 median price · 2.2% median returns across 20,676 tracked niches.