tummy time mat
Worth a lookShows low returns (1.1%), but a small market ($52K/yr) keeps it on the watch list.
Returns
Great1.1%return rate — above 5% kills the launch gate
Avg price
Great£21.54avg listing price — sweet spot $15–$100
Brand share
Great49%top-5 brand share — no brand owns this niche
Price range
Great£5.01–£111.22cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good41%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Review moat
Okay3,343.95avg incumbent reviews — the moat a new listing must climb
Growth
Okay+3.1%90-day search growth — must beat 0% to launch
Conversion
Okay2.3%search→purchase rate — share of searches ending in a sale
Market size
Bad£52K£52K/yr · 106K searches
According to Flapen's Amazon United Kingdom niche tracking, tummy time mat is a £52K/yr Amazon United Kingdom market (106K searches/yr). The top 5 brands hold 49% of demand. Verdict: Worth a look — 54/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
tummy time mat market data
- Units sold / yr
- 3K–3K
- avg 0–100/product
- Revenue / yr
- £54K–£65K
- units × avg price
- Conversion rate
- 2.3%
- Avg BSR
- #69
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 81%
- Out of stock
- 2.6%
- Avg brand age
- 33 months
- Avg seller age
- 197 days
Competition & brand share
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.Brands
27 rising
Sellers
65
Top-5 brand share
49%
Top 20: 93%
Top-5 click share
41%
Top 20: 82%
Open market
44%
- Infinno17%
- Baby Einstein9%
- scoosh8%
- GoldEnough8%
- ZHUYNXIR7%
- Fisher-Price7%
Demand
Weekly Amazon search volume, last 30 weeks — +3.1% search growth over the last 90 days.Top tummy time mat search terms
- tummy time mat60K/yr
- baby tummy time mat24K/yr
- tummy time toy9K/yr
- timmy time toys7K/yr
- tummy time matt for baby6K/yr
Top tummy time mat 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
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
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★109 rev
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★27,509 rev
scoosh Foldable Activity Mat - Double-Sided Reversible Waterproof Ideal for Playtime Picnics and Quality Family Bonding - Premium Quality Outdoor & Indoor Mat (150 x 200 cm Animals)
scoosh£19.013.9★222 rev
Fortella Baby Play Gym & Activity Playmat Sensory Mat for Floor w Hanging Toys Mirror Support Pillow - Ideal for Newborn Tummy Time Infant Development Suitable for 0-3-6-9-12 Months (Sage)
Fortella£42.544.5★793 rev
Newest
by launch date
Zonopy Dancing Jellyfish Baby Toy Crawling Jellyfish Tummy Time Toy Christmas Magic Dancing Music Crawling Toys for 3 4 5 6 7 8 Year Old Kids Boy Girl Birthday Gifts Interactive
Zonopy£9.60799 rev
Baby Tummy time mat Tummy time Water mat Baby Toys 3-36 Months Fun Early Development Activity Play Center for Newborn Sea Word Pink 70x50cm.
ZHUYNXIR£6.89145 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
Fortella Baby Play Gym & Activity Playmat Sensory Mat for Floor w Hanging Toys Mirror Support Pillow - Ideal for Newborn Tummy Time Infant Development Suitable for 0-3-6-9-12 Months (Sage)
Fortella£42.54793 rev
Trending
90-day click momentumscoosh Foldable Activity Mat - Double-Sided Reversible Waterproof Ideal for Playtime Picnics and Quality Family Bonding - Premium Quality Outdoor & Indoor Mat (150 x 200 cm Animals)
scoosh£19.013.9★
scoosh Foldable Activity Mat - Double-Sided Reversible Waterproof Ideal for Playtime Picnics and Quality Family Bonding - Premium Quality Outdoor & Indoor Mat (Forest & Hills 150x200x1cm)
scoosh£19.053.9★
Baby Play Mat Baby Play Gym Plush Play Mat with 6 Toys and Moon Pillow Foldable Detachable Zoo Design Baby Gym for Early Education Develop Motor&Cognition Suitable for Babies Aged 0-18 Months.
MomTend£26.344.8★
Zonopy Dancing Jellyfish Baby Toy Crawling Jellyfish Tummy Time Toy Christmas Magic Dancing Music Crawling Toys for 3 4 5 6 7 8 Year Old Kids Boy Girl Birthday Gifts Interactive
Zonopy£9.604.1★
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★
What buyers say about tummy time mat
What buyers praise and complain about, mined from review topics.What buyers love
“Good fun”
“The quality is exactly as described”
“Great value”
“Easy to use”
“Bright colours”
“Better than expected”
“Material is soft”
“Ease of cleaning”
“comfortable”
“The colorful design immediately grabbed their attention, and there are so many different toys, textures, and sounds to keep them entertained”
What buyers complain about
“Too small”
“Some of the hanging components not very good quality”
“very loud”
“I couldnt get rid of the plasticky smell”
“Price is also not justified”
“Leaked immediately”
“I have been using it for less than a month and it is gradually getting damaged”
“not very strong”
“The mat is not thick at all would suggest you add something underneath”
“Doesnt look anything like the picture”
Top return reasons
Common questions
- Is tummy time mat profitable to sell on Amazon United Kingdom?
- The niche generates £52K/yr across 37 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +3.1%. Flapen's verdict: Worth a look (54/100).
- How competitive is the tummy time mat niche?
- 27 brands and 65 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 49% of demand.
- What do buyers complain about in tummy time mat?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Noise Level. The return rate is 1.1%.
- What does it cost to enter the tummy time mat niche?
- Listings span £5.01–£111.22; the average listing price is £21.54 (sweet spot $15–$100). The average incumbent carries 3,344 reviews — the moat a new listing must climb.