tummy time
Worth a lookShows low returns (0.9%), but a small market ($68K/yr) keeps it on the watch list.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Brand share
Great57%top-5 brand share — no brand owns this niche
Competition
Great39%top-5 click share — an open shelf
Price range
Good£3.71–£42.54cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good£13.55avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay2.7%search→purchase rate — share of searches ending in a sale
Review moat
Bad4,546.71avg incumbent reviews — the moat a new listing must climb
Growth
Bad-8.3%90-day search growth — must beat 0% to launch
Market size
Bad£68K£68K/yr · 186K searches
According to Flapen's Amazon United Kingdom niche tracking, tummy time is a £68K/yr Amazon United Kingdom market (186K searches/yr). The top 5 brands hold 57% of demand. Demand peaks in Aug–Sep–Oct–Nov. Verdict: Worth a look — 50/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
tummy time market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- £68K–£81K
- units × avg price
- Conversion rate
- 2.7%
- Avg BSR
- #61
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 93%
- Out of stock
- 6.3%
- Avg brand age
- 34 months
- Avg seller age
- 177 days
Competition & brand share
Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.Brands
27 rising
Sellers
58
Top-5 brand share
57%
Top 20: 95%
Top-5 click share
39%
Top 20: 82%
Open market
37%
- URMYWO15%
- Nuby11%
- Joyreal11%
- Infinno10%
- Baby Einstein9%
- Mamas & Papas7%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.3% search growth over the last 90 days.Peak months: Aug, Sep, Oct, Nov · busiest ÷ quietest = 2.4×
Top tummy time search terms
- tummy time106K/yr
- newborn sensory toys34K/yr
- baby tummy time27K/yr
- tummy time toy9K/yr
- sensory toys newborn5K/yr
- new born sensory toys4K/yr
Top tummy time 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
URMYWO Baby Toys 0-6 Months Black and White Sensory Toys Brain Development Tummy Time Toys Soft Baby Book Baby Essentials for Newborn 0-6-12 Months Montessori Toy Gifts
URMYWO£6.474.6★10,130 rev
Infinno Inflatable Tummy Time Mat Premium Baby Water Play Mat for Infants and Toddlers Baby Toys for 3 to 24 Months Strengthen Your Babys Muscles Portable
Infinno£8.874.3★7,563 rev
Joyreal Baby Sensory Toys 13 Pcs Black and White Sensory Toys 0-6 Months Foil Blanket Sensory Cards Baby Rattles Ribbon Ring Scarf Maracas Newborn Toys Sensory Box 0-3 Months Gifts
Joyreal£17.404.8★678 rev
Nuby Penguin Tummy Time Pillow For Babies Grey And White Plush Nursery Accessories 39 x 30 cm
Nuby£11.544.7★3,112 rev
Mamas & Papas Tummy Time Roll Interactive Soft Baby Pillow with Integrated Rattle Wish Upon A Cloud
Mamas & Papas£13.884.8★1,035 rev
Newest
by launch date
Starrykids Black and White Baby Sensory Toys High Contrast Newborn Toy Spiral Pram Toys for Babies Rattles Sensory CardsSoft Baby Books Newborn Gifts for 0 3 6 12 Months Boys Girls
Starrykids£19.57257 rev
Baby Tummy time mat Tummy time Water mat Baby Toys 3-36 Months Fun Early Development Activity Play Center for Newborn Sea Word-Blue 70x50cm.
ZHUYNXIR£6.78159 rev
URMYWO Tummy Time Toys Black and White Baby Sensory Toys with Mirror Teething Newborn Essentials Baby Toy Gift for 3+ Months Ideal for Playmat Crib Travel
URMYWO£10.623,587 rev
Baby Play Mat Activity Gym Play Mat for Newborn with Hanging Toys Tummy Time Pillow and Comfy Baby Mats for Floor Play Playmats & Floor Gyms Toys for 0-36 Months Infants Newborn
GoldEnough£26.28109 rev
Joyreal Spiral Pram Toys for Babies - Black and White High Contrast Newborn Toy Car Seat Rattles Sensory Cards Baby Books 0-12 Months Gifts for Girls Boys
Joyreal£18.17981 rev
Trending
90-day click momentumStarrykids Black and White Baby Sensory Toys High Contrast Newborn Toy Spiral Pram Toys for Babies Rattles Sensory CardsSoft Baby Books Newborn Gifts for 0 3 6 12 Months Boys Girls
Starrykids£19.574.8★
Baby Tummy time mat Tummy time Water mat Baby Toys 3-36 Months Fun Early Development Activity Play Center for Newborn Sea Word-Blue 70x50cm.
ZHUYNXIR£6.784.3★
Baby Play Mat Activity Gym Play Mat for Newborn with Hanging Toys Tummy Time Pillow and Comfy Baby Mats for Floor Play Playmats & Floor Gyms Toys for 0-36 Months Infants Newborn
GoldEnough£26.284.6★
Vicloon Tummy Time Pillow Baby Tummy Time Toys Black and White High Contrast Tummy Time Pillow for Baby with Detachable Support Pillow & Tummy Time Mirror & Teethers Soft Plush Toys
Vicloon£8.834.0★
Baby Einstein 4-in-1 Kickin Tunes Play Gym Tummy Time Baby Play Mat with Kick Piano Music & Language Discovery Sensory Toys Lights & Sounds for Newborns & Up
Baby Einstein£31.934.5★
What buyers say about tummy time
What buyers praise and complain about, mined from review topics.What buyers love
“Very engaging”
“The quality is exactly as described”
“Good value for money”
“Great neutral colours”
“Easy to use”
“Nice lamp”
“It is a beautiful gift”
“Better than expected”
“Material is soft”
“comfortable”
What buyers complain about
“I find the moon shape is too big”
“Quality is low compared to other brands”
“very loud”
“very overpriced”
“not very strong”
“Leaked immediately”
“This item has stopped working after 2 months of use”
“I couldnt get rid of the plasticky smell”
“No sounds working”
“Doesnt look anything like the picture”
Top return reasons
Common questions
- Is tummy time profitable to sell on Amazon United Kingdom?
- The niche generates £68K/yr across 42 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -8.3%. Flapen's verdict: Worth a look (50/100).
- How competitive is the tummy time niche?
- 27 brands and 58 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 57% of demand.
- What do buyers complain about in tummy time?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Noise Level. The return rate is 0.9%.
- When does demand for tummy time peak?
- Demand peaks in Aug–Sep–Oct–Nov; the busiest month runs 2.4× the quietest.
- What does it cost to enter the tummy time niche?
- Listings span £3.71–£42.54; the average listing price is £13.55 (sweet spot $15–$100). The average incumbent carries 4,547 reviews — the moat a new listing must climb.