---
title: "tummy time toys — Niche Verdict: Launch it (81/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/tummy-time-toys"
last_updated: "2026-07-11T05:44:11.283Z"
locale: en
meta:
  description: "tummy time toys clears our launch bar: a $11.8M/yr market growing +270.3% with returns at 1.5%."
  "og:description": "tummy time toys clears our launch bar: a $11.8M/yr market growing +270.3% with returns at 1.5%."
  "og:title": "tummy time toys — Niche Verdict: Launch it (81/100) | Amazon United States - Flapen"
---

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# **tummy time toys**

**Launch it****81/100 **

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★**

**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.

JFMAMJJASOND

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

## **Competition**

- 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 Girls](https://m.media-amazon.com/images/I/41c9zvmFrLL.jpg) [**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**](https://www.amazon.com/dp/B0CD42KQ3K)

TOHIBEE$9.524.7★11,3237%▼falling

2
![Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and up](https://m.media-amazon.com/images/I/41tnZ9m2v7L.jpg) [**Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and up**](https://www.amazon.com/dp/B07DM86Z43)

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 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**](https://www.amazon.com/dp/B0B21ZM7LJ)

Infinno$9.934.8★8,7993%—flat

4
![Infantino Water Teethers Cooling & Massaging Relief Lime/Blue 3-Pack](https://m.media-amazon.com/images/I/41Q19hYHFPL.jpg) [**Infantino Water Teethers Cooling & Massaging Relief Lime/Blue 3-Pack**](https://www.amazon.com/dp/B07CZTLXG2)

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 Mat](https://m.media-amazon.com/images/I/51Gu4DsOSKL.jpg) [**Baby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity Mat**](https://www.amazon.com/dp/B07MPCCDM7)

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 - Blue](https://m.media-amazon.com/images/I/41saEXVqHuL.jpg) [**Nuby IcyBite Ice Gel Teether Keys for Infants - Silicone Baby Teether Toys - Gentle on Sore Gums - Baby Teething Relief - 3+ Months - Blue**](https://www.amazon.com/dp/B003N9M6YI)

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 Free](https://m.media-amazon.com/images/I/41ZCmd8rBAL.jpg) [**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**](https://www.amazon.com/dp/B0C6DLN75N)

ChooKaChoo$9.784.8★6,6893%—flat

8
![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**](https://www.amazon.com/dp/B008J1QP7Y)

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 Toy](https://m.media-amazon.com/images/I/41FfW3PbvtL.jpg) [**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 Toy**](https://www.amazon.com/dp/B091YMTDXR)

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)](https://m.media-amazon.com/images/I/31B7cZ8ik4L.jpg) [**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)**](https://www.amazon.com/dp/B0BBWJMHZ6)

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-Free](https://m.media-amazon.com/images/I/41mSN8itQ6L.jpg) [**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-Free**](https://www.amazon.com/dp/B08Q2TX35L)

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-Pack](https://m.media-amazon.com/images/I/41-bdjFlCVL.jpg) [**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-Pack**](https://www.amazon.com/dp/B0F62MWKGD)

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 Pouches](https://m.media-amazon.com/images/I/41Ch0G5KC6L.jpg) [**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 Pouches**](https://www.amazon.com/dp/B0CNVDR9SB)

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 KLW8808](https://m.media-amazon.com/images/I/41lFAOe3vRL.jpg) [**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 KLW8808**](https://www.amazon.com/dp/B0CJ5HJB37)

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 Months](https://m.media-amazon.com/images/I/51BjYRAPDSL.jpg) [**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 Months**](https://www.amazon.com/dp/B0DHH7LGZT)

Infinno$8.834.8★1,3462%▲rising

**~~Showing 15 of 86 — show all ~~**

## **Product shelf**

All 86 tracked products in this niche.

Top sellersNewestTrending

[![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](https://m.media-amazon.com/images/I/41c9zvmFrLL.jpg)**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**$9.52**4.7★11,323 reviews](https://www.amazon.com/dp/B0CD42KQ3K) [![Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and up](https://m.media-amazon.com/images/I/41tnZ9m2v7L.jpg)**Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and up** Baby Einstein**$33.73**4.6★25,301 reviews](https://www.amazon.com/dp/B07DM86Z43) [![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 reviews](https://www.amazon.com/dp/B0B21ZM7LJ) [![Infantino Water Teethers Cooling & Massaging Relief Lime/Blue 3-Pack](https://m.media-amazon.com/images/I/41Q19hYHFPL.jpg)**Infantino Water Teethers Cooling & Massaging Relief Lime/Blue 3-Pack** Infantino**$7.14**4.6★13,987 reviews](https://www.amazon.com/dp/B07CZTLXG2) [![Baby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity Mat](https://m.media-amazon.com/images/I/51Gu4DsOSKL.jpg)**Baby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity Mat** Baby Einstein**$45.40**4.7★27,899 reviews](https://www.amazon.com/dp/B07MPCCDM7) [![Nuby IcyBite Ice Gel Teether Keys for Infants - Silicone Baby Teether Toys - Gentle on Sore Gums - Baby Teething Relief - 3+ Months - Blue](https://m.media-amazon.com/images/I/41saEXVqHuL.jpg)**Nuby IcyBite Ice Gel Teether Keys for Infants - Silicone Baby Teether Toys - Gentle on Sore Gums - Baby Teething Relief - 3+ Months - Blue** Nuby**$4.24**4.7★111,173 reviews](https://www.amazon.com/dp/B003N9M6YI) [![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](https://m.media-amazon.com/images/I/41ZCmd8rBAL.jpg)**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**$9.78**4.8★6,689 reviews](https://www.amazon.com/dp/B0C6DLN75N) [![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 reviews](https://www.amazon.com/dp/B008J1QP7Y)

## **Reviews**

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

### **What buyers love **

**Fun/Entertainment Experience**30%

*“Very engaging”*

**Quality-Overall**10%

*“The quality is fair overall”*

**Ease Of Use**6%

*“Easy to use”*

**Value For Money**5%

*“Good value for money”*

**Color**4%

*“Bright colors”*

**Size-Overall**4%

*“Good size”*

**Ease Of Cleaning**3%

*“keep it clean”*

**Soft Feel**3%

*“The material is soft”*

**Durability**3%

*“Cute and durable”*

**Advertised Vs Actual Product**3%

*“As pictured”*

### **What buyers complain about **

**Size-Overall**13%

*“I dont like the fit”*

**Durability**6%

*“breaks easily”*

**Noise Level**5%

*“Too quiet”*

**Quality-Overall**5%

*“Cheap quality”*

**Battery Life**4%

*“Battery life is short”*

**Value For Money**3%

*“not worth the price”*

**Choking**3%

*“a choking hazard”*

**Strength**3%

*“very flimsy”*

**Smell**3%

*“Strong chemical smell”*

**Charging**2%

*“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%