Tummy Time
Tummy Time shows low returns (0.9%), but a small market ($68K/yr) keeps it on the watch list.
Flapen Score
Top 37% of 638 Baby Products niches · +3 vs the category median of 47
Is Tummy Time profitable on Amazon?
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.
Tummy Time: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -8.3% over the last 90 days and 2.7% of searches end in a purchase.
£68K
revenue / yr
Who owns the niche?
The top 5 brands hold 57% of demand, so 43% of the market is open.
43%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.
0/100
page quality · 42 products
Top Tummy Time products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
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
- Price
- £6.47
- Rating
- 4.6/5
- Reviews
- 10,130
- Age
- 3y ago
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
- Price
- £8.87
- Rating
- 4.3/5
- Reviews
- 7,563
- Age
- 6y ago
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
- Price
- £17.40
- Rating
- 4.8/5
- Reviews
- 678
- Age
- 3y ago
Nuby Penguin Tummy Time Pillow For Babies Grey And White Plush Nursery Accessories 39 x 30 cm
- Price
- £11.54
- Rating
- 4.7/5
- Reviews
- 3,112
- Age
- 6y ago
Mamas & Papas Tummy Time Roll Interactive Soft Baby Pillow with Integrated Rattle Wish Upon A Cloud
- Price
- £13.88
- Rating
- 4.8/5
- Reviews
- 1,035
- Age
- 8y ago
Trending
90-day click momentum
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
- Price
- £19.57
- Rating
- 4.8/5
- Reviews
- 257
- Age
- 5mo ago
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.
- Price
- £6.78
- Rating
- 4.3/5
- Reviews
- 159
- Age
- 1y ago
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
- Price
- £26.28
- Rating
- 4.6/5
- Reviews
- 109
- Age
- 1y ago
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
- Price
- £8.83
- Rating
- 4.0/5
- Reviews
- 494
- Age
- 3y ago
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
- Price
- £31.93
- Rating
- 4.5/5
- Reviews
- 27,509
- Age
- 7y ago
Newest
by launch dateStarrykids 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
- Price
- £19.57
- Rating
- 4.8/5
- Reviews
- 257
- Age
- 5mo ago
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.
- Price
- £6.78
- Rating
- 4.3/5
- Reviews
- 159
- Age
- 1y ago
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
- Price
- £10.62
- Rating
- 4.5/5
- Reviews
- 3,587
- Age
- 1y ago
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
- Price
- £26.28
- Rating
- 4.6/5
- Reviews
- 109
- Age
- 1y ago
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
- Price
- £18.17
- Rating
- 4.7/5
- Reviews
- 981
- Age
- 2y ago
Competition: brands, sellers & click 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%
Tummy Time demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Aug, Sep, Oct, Nov · busiest ÷ quietest = 2.4×
Top Tummy Time search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- tummy time106K/yr
- newborn sensory toys34K/yr
- baby tummy time27K/yr
- tummy time toy9K/yr
- sensory toys newborn5K/yr
- new born sensory toys4K/yr
What reviews say buyers love and hate about Tummy Time
What buyers mention most, as a share of all reviews.
What buyers love
75% of reviews“Very engaging”
“The quality is exactly as described”
“Good value for money”
“Great neutral colours”
“Easy to use”
What buyers complain about
55% of reviews“I find the moon shape is too big”
“Quality is low compared to other brands”
“very loud”
“very overpriced”
“not very strong”
Tummy Time return rate & reasons
Why buyers send it back, as a share of all return requests.
0.9%
Return rate
27%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Tummy Time questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
