bluey
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Avg price
Incredible$28.12avg listing price — sweet spot $15–$100
Price range
Great$6.10–$81.50cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Great38%top-5 click share — an open shelf
Growth
Good+28.5%90-day search growth — must beat 0% to launch
Review moat
Bad4,433.96avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Conversion
Bad0.6%search→purchase rate — share of searches ending in a sale
Market size
Bad$7K$7K/yr · 40K searches
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon Singapore niche tracking, bluey is a $7K/yr Amazon Singapore market (40K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul–Oct–Nov–Dec. Verdict: Skip it — 43/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
bluey market data
- Units sold / yr
- 500–750
- avg 0–100/product
- Revenue / yr
- $14K–$21K
- units × avg price
- Conversion rate
- 0.6%
- Avg BSR
- #157
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 13%
- Out of stock
- 4.3%
- Avg brand age
- 40 months
- Avg seller age
- 0 days
Competition & brand share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
5 falling
Sellers
11
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
38%
Top 20: 96%
Open market
0%
- Bluey47%
- Horizon Group USA24%
- LEGO17%
- VTech8%
- Ravensburger4%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +28.5% search growth over the last 90 days.Peak months: Jul, Oct, Nov, Dec · busiest ÷ quietest = 3.1×
Top bluey search terms
- bluey32K/yr
- bluey toys3K/yr
- bluey toy3K/yr
- bluey lego2K/yr
Top bluey products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bluey Hide & Seek Game Hide The Figure and Press her Nose to Start The Built-in Timer Talks and Giggles to Help Kids find her When Found Kids can Dance to Theme Song
Bluey$16.644.7★2,543 rev
LEGO Bluey Playground Fun with Bluey and Chloe 11201 Preschool Toy for Kids Creative Building Kit Animal Playset with Dog Minifigures and a Buildable Pelican Gift for Kids Aged 4 (104 =Pieces)
LEGO$21.254.8★2,658 rev
Bluey Magnetic Playset Magnet Activity Toys Great Birthday Parties at-Home Activities or Screen-Free Fun Perfect Travel Toy or Road Trip Toy Hours of Fun for Kids Ages 3 4 5 6 Multicolor
Horizon Group USA$24.324.6★2,894 rev
Bluey and Friends 4 Pack of 2.5-3 Poseable Figures
Bluey$17.384.8★35,300 rev
Bluey Keepy Uppy Game: Bluey Brand Tabletop Game Ages 4+
Bluey$26.174.6★2,426 rev
Newest
by launch date
Bluey Sparkle Bracelet Making Kit 4 Reversible Bracelets with Easy Closure 100+ Traditional and Puffy Resin Stickers DIY Bluey Jewelry Arts and Crafts for Kids Age 8-12 Toddler Gifts
Horizon Group USA$16.31181 rev
MOOSE GAMES Bluey Hide & Seek Game Hide The Bluey Figure and Press her Nose to Start The Built-in Timer Talks and Giggles to Help Kids find her When Found Kids can Dance to Blueys Theme Song
Bluey$22.61771 rev
VTech Bluey Road Trip Vehicle Playset
VTech$69.57307 rev
LEGO Bluey Playground Fun with Bluey and Chloe 11201 Preschool Toy for Kids Creative Building Kit Animal Playset with Dog Minifigures and a Buildable Pelican Gift for Kids Aged 4 (104 =Pieces)
LEGO$21.252,658 rev
LEGO Bluey Blueys Beach & Family Car Trip 11202 Preschool Toy for Kids Creative Building Kit Imaginative Animal Playset with Vehicle and Minifigures Gift for Kids Aged 4+ (133 Pieces)
LEGO$35.172,658 rev
Trending
90-day click momentum
VTech Bluey Wackadoo Watch Bluey
VTech$20.424.6★
Bluey Girls Nightgown Soft & Cute Pajamas for Kids Bluey Besties 8
Bluey$23.114.8★
Bluey Scratch n Color Pad 9-Page Activity Coloring Book Includes Scratch Art Stickers for Kids Toys On The Go Activity Playset Toys for Toddlers 1-3 Great Gift for Kids Ages 3 & Up
Horizon Group USA$12.414.4★
Bluey Magnetic Playset Magnet Activity Toys Great Birthday Parties at-Home Activities or Screen-Free Fun Perfect Travel Toy or Road Trip Toy Hours of Fun for Kids Ages 3 4 5 6 Multicolor
Horizon Group USA$24.324.6★
Bluey 5-in-1 Card Game Set - Includes 53 Jumbo Cards
Bluey$14.784.7★
What buyers say about bluey
What buyers praise and complain about, mined from review topics.What buyers complain about
“Faulty toy — stopped working after one day”
“I have to keep my hand pressed on the button for it to work”
Top return reasons
Common questions
- Is bluey profitable to sell on Amazon Singapore?
- The niche generates $7K/yr across 24 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +28.5%. Flapen's verdict: Skip it (43/100).
- How competitive is the bluey niche?
- 5 brands and 11 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in bluey?
- Top complaints mined from reviews: Durability, Touch/Button Controls. The return rate is 0.4%.
- When does demand for bluey peak?
- Demand peaks in Jul–Oct–Nov–Dec; the busiest month runs 3.1× the quietest.
- What does it cost to enter the bluey niche?
- Listings span $6.10–$81.50; the average listing price is $28.12 (sweet spot $15–$100). The average incumbent carries 4,434 reviews — the moat a new listing must climb.