hiya kids bedtime essentials
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 6% kills the launch gate
Conversion
Incredible15.0%search→purchase rate — share of searches ending in a sale
Avg price
Great$22.64avg listing price — sweet spot $15–$100
Price range
Great$9.32–$39.16cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Review moat
Good1,360.29avg incumbent reviews — the moat a new listing must climb
Growth
Good+20.7%90-day search growth — must beat 0% to launch
Brand share
Okay82%top-5 brand share — brands hold most of the demand
Market size
Okay$182K$182K/yr · 54K searches
Competition
Okay65%top-5 click share — leaders hold, buyers still browse
Competition
The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.Brands
12 rising
Sellers
605
Top-5 brand share
82%
Open market
15%
- Genexa48%
- HIYA13%
- OLLY8%
- Zarbee's7%
- SmartyPants5%
- LILICARE4%
- Open — no brand owns it (6 brands, 15%)
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 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Genexa Sleepology for Adults | Melatonin Free Sleep Aid | Promotes Rest | Natural Vanilla & Lavender Flavor | Certified Organic & Non-GMO | Homeopathic Remedy Made Clean | 60 Chewable Tablets
Genexa$16.264.0★3,592 rev
Genexa Sleepology for Adults | Melatonin Free Sleep Calm Aid |Soothing Natural Vanilla & Lavender Flavor | Certified Organic & Non-GMO | Homeopathic Remedy Made Clean | 180 Chewable Tablets (3 Pack)
Genexa$39.164.0★3,592 rev
Genexa Sleepology for Children 60 Tablets | Certified Organic & Non-GMO Melatonin-Free Physician Formulated Homeopathic | Sleep Aid for Children
Genexa$14.694.0★2,723 rev
Hiya Kids Multivitamin 15+ Essential Vitamins & Minerals with Fruits & Veggies for Ages 2+ Supports Growth Development & Immune 0g Sugar 20 Stick Packs for Toddlers & Kids
HIYA$30.114.3★345 rev
OLLY Kids Chillax Gummy For a Calm and Relaxed Mood* Magnesium L-Theanine Lemon Balm Extract Chewable Supplement Sherbet Flavored 25 Day Supply - 50 Count (Packaging May Vary)
OLLY$11.564.4★5,636 rev
Newest
by launch date
HIYA Kids Multivitamin Tablets 15+ Essential Vitamins & Minerals with Fruits & Veggies for Ages 2+ Supports Growth Development & Immune 0g Sugar 30 Day Supply for Toddlers & Kids
HIYA$34.87222 rev
Hiya Kids Multivitamin 15+ Essential Vitamins & Minerals with Fruits & Veggies for Ages 2+ Supports Growth Development & Immune 0g Sugar 20 Stick Packs for Toddlers & Kids
HIYA$30.11345 rev
Hiya Kids Immune Support Vitamin C Elderberry & Beta Glucans for Ages 2+ Delicious Orange Flavor 0g Sugar 20 Stick Packs for Toddlers & Kids
HIYA$30.1487 rev
SmartyPants Kids Sleep Zero Melatonin Gummies with L-Theanine Lemon Balm & Magnesium Gluten Free Clean Label Drug Free Sleep Aid Strawberry Flavor 60 Gummies (30 Day Supply)
SmartyPants$18.84117 rev
Kids Sleep Gummies - Magnesium Glycinate Gummies Melatonin Free Sleep Aid | Magnesium Calcium D3 B6 L Theanine | Kid Melatonin Alternative for Restful Sleep (Pack of 1)
LILICARE$19.97439 rev
Trending
90-day click momentum
Kids Sleep Gummies NO Melatonin Sleep Aid Gummies w/ Magnesium Glycinate Magnesium Malate L-Theanine Lavender B6 Zinc D3K2 for Restful Sleep Relax Brain & Muscle Immune Support Non-GMO 2Pack
ELLAMENTZ$35.064.7★
Magnesium Glycinate Liquid for Kids - with L-Theanine Omega-3 Vitamin B6 D3 Zinc - Kids Magnesium Drops for Sleep Relaxation Calm & Focus - 2 Fl Oz Strawberry Flavor
Hovika$17.544.6★
Hiya Kids Immune Support Vitamin C Elderberry & Beta Glucans for Ages 2+ Delicious Orange Flavor 0g Sugar 20 Stick Packs for Toddlers & Kids
HIYA$30.144.5★
SmartyPants Kids Sleep Zero Melatonin Gummies with L-Theanine Lemon Balm & Magnesium Gluten Free Clean Label Drug Free Sleep Aid Strawberry Flavor 60 Gummies (30 Day Supply)
SmartyPants$18.844.2★
Hiya Kids Multivitamin 15+ Essential Vitamins & Minerals with Fruits & Veggies for Ages 2+ Supports Growth Development & Immune 0g Sugar 20 Stick Packs for Toddlers & Kids
HIYA$30.114.3★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +20.7% search growth over the last 90 days.Peak months: Feb, Apr, Aug · busiest ÷ quietest = 3.8×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Restful Sleep”
“Doesnt taste bad”
“We really love these vitamins”
“High quality childcare priduct”
“Works like magic”
“The best magnesium”
“Good flavor”
“Helps calm and relax”
“Great value”
“it really helps me feel calm”
What buyers complain about
“Didn't help sleep at all”
“had an unpleasant aftertaste that I cant quite describe”
“Not Effective”
“Not worth the price”
“Unsafe ingredients”
“This is not just magnesium”
“Kids dislike the flavor I think it taste very artificial”
“have a bad smell”
“She dont like vitamins”
“Start with a low dosage”