---
title: "Bluey — $7K/yr Amazon SG Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/sg/toys/bluey"
last_updated: "2026-08-08T05:16:30.289Z"
locale: en
meta:
description: "Niche score 43/100 · $7K/yr market · 40K searches/yr · $28.12 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · $7K/yr market · 40K searches/yr · $28.12 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Bluey — $7K/yr Amazon SG Niche (2026) - Flapen"
---
# **bluey**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 2Growth 55Conversion 7Competition 77Returns 98Price range 86Avg price 95Brand share 0Review moat 25Quality gap 18
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****$28.12**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$6.10–$81.50**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Great****38%**
top-5 click share — an open shelf
**Growth**
**Good****+28.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****4,433.96**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****0.6%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Bad****$7K**
$7K/yr · 40K searches
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KSpike '24Black Friday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul, Oct, Nov, Dec · busiest ÷ quietest = 3.1×
[**Open Trend **](https://flapen.com/research/sg/toys/bluey/trend)
## **Top bluey search terms**
- **bluey**32K/yr+31.3%0.5% conv. - **bluey toys**3K/yr+70.5%0.5% conv. - **bluey toy**3K/yr-45.0%0.6% conv. - **bluey lego**2K/yr+36.8%1.1% conv. [**All search terms **](https://flapen.com/research/sg/toys/bluey/search-terms)
## **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.
0%3%$1976%$3949%$59112%$7881001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$16.64**4.7★2,543 rev](https://www.amazon.sg/dp/B0DBXM87ZF) [2**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**$21.25**4.8★2,658 rev](https://www.amazon.sg/dp/B0DWDGX32S) [3**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**$24.32**4.6★2,894 rev](https://www.amazon.sg/dp/B09S2FJRL1) [4**Bluey and Friends 4 Pack of 2.5-3 Poseable Figures**Bluey**$17.38**4.8★35,300 rev](https://www.amazon.sg/dp/B083XNCRS3) [5**Bluey Keepy Uppy Game: Bluey Brand Tabletop Game Ages 4+**Bluey**$26.17**4.6★2,426 rev](https://www.amazon.sg/dp/B0BQNTFL5S)
**~~View all top sellers →~~**
### **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**$16.31**181 rev11mo ago](https://www.amazon.sg/dp/B0FKHQGH38) [**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**$22.61**771 rev1y ago](https://www.amazon.sg/dp/B0DQ6C171P) [**VTech Bluey Road Trip Vehicle Playset**VTech**$69.57**307 rev1y ago](https://www.amazon.sg/dp/B0DXQFYCXX) [**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**$21.25**2,658 rev1y ago](https://www.amazon.sg/dp/B0DWDGX32S) [**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**$35.17**2,658 rev1y ago](https://www.amazon.sg/dp/B0DWF3TB7V)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**VTech Bluey Wackadoo Watch Bluey**VTech**$20.42**4.6★**▲ 121%**](https://www.amazon.sg/dp/B09MVW3T42) [**Bluey Girls Nightgown Soft & Cute Pajamas for Kids Bluey Besties 8**Bluey**$23.11**4.8★**▲ 112%**](https://www.amazon.sg/dp/B0D6HQLCDG) [**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**$12.41**4.4★**▲ 78%**](https://www.amazon.sg/dp/B0CDYZ3M42) [**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**$24.32**4.6★**▲ 65%**](https://www.amazon.sg/dp/B09S2FJRL1) [**Bluey 5-in-1 Card Game Set - Includes 53 Jumbo Cards**Bluey**$14.78**4.7★**▲ 62%**](https://www.amazon.sg/dp/B084NMLRGP)
**~~View all trending →~~**
## **What buyers say about bluey**
What buyers praise and complain about, mined from review topics.
### **What buyers complain about **
**Durability**50%
*“Faulty toy — stopped working after one day”*
**Touch/Button Controls**50%
*“I have to keep my hand pressed on the button for it to work”*
### **Top return reasons **
**Ease Of Cleaning**22%
**Adhesion/Stickiness**17%
**Gifting Purpose**17%
**Ease Of Use**11%
**Product Condition**11%
**Moist/Dry**11%
**Scratch Resistance**6%
**Durability**6%
## **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.
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