---
title: "Tummy Time — £68K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/tummy-time"
last_updated: "2026-08-11T06:51:09.051Z"
locale: en
meta:
description: "Niche score 50/100 · £68K/yr market · 186K searches/yr · £13.55 avg price. A small market ($68K/yr) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £68K/yr market · 186K searches/yr · £13.55 avg price. A small market ($68K/yr) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Tummy Time — £68K/yr Amazon UK Niche (2026) - Flapen"
---
# **tummy time**
**Worth a look**
Shows low returns (0.9%), but a small market ($68K/yr) keeps it on the watch list.
Market size 17Growth 21Conversion 34Competition 76Returns 95Price range 71Avg price 63Brand share 78Review moat 25Quality gap 43
**Returns**
**Incredible****0.9%**
return rate — above 5% kills the launch gate
**Brand share**
**Great****57%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****39%**
top-5 click share — an open shelf
**Price range**
**Good****£3.71–£42.54**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Good****£13.55**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.7%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****4,546.71**
avg 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
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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.
18K13KSpike '24Holiday '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Aug, Sep, Oct, Nov · busiest ÷ quietest = 2.4×
[**Open Trend **](https://flapen.com/research/uk/baby-products/tummy-time/trend)
## **Top tummy time search terms**
- **tummy time**106K/yr-6.2%2.0% conv. - **newborn sensory toys**34K/yr-3.6%3.7% conv. - **baby tummy time**27K/yr-26.6%1.6% conv. - **tummy time toy**9K/yr+13.6%1.8% conv. - **sensory toys newborn**5K/yr-19.7%2.3% conv. - **new born sensory toys**4K/yr+18.5%2.9% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/tummy-time/search-terms)
## **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.
0%3%£2K6%£4K9%£6K12%£8K1001K10K100K 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**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**£6.47**4.6★10,130 rev](https://www.amazon.co.uk/dp/B0CNRHV94B) [2**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**£8.87**4.3★7,563 rev](https://www.amazon.co.uk/dp/B07XC6YCC5) [3**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**£17.40**4.8★678 rev](https://www.amazon.co.uk/dp/B0C89DS14R) [4**Nuby Penguin Tummy Time Pillow For Babies Grey And White Plush Nursery Accessories 39 x 30 cm**Nuby**£11.54**4.7★3,112 rev](https://www.amazon.co.uk/dp/B0841H8K25) [5**Mamas & Papas Tummy Time Roll Interactive Soft Baby Pillow with Integrated Rattle Wish Upon A Cloud**Mamas & Papas**£13.88**4.8★1,035 rev](https://www.amazon.co.uk/dp/B07FNWZPCB)
**~~View all top sellers →~~**
### **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**£19.57**257 rev5mo ago](https://www.amazon.co.uk/dp/B0D8F4381Q) [**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**£6.78**159 rev1y ago](https://www.amazon.co.uk/dp/B09KC2QNXY) [**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**£10.62**3,587 rev1y ago](https://www.amazon.co.uk/dp/B0DF7G15MC) [**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**£26.28**109 rev1y ago](https://www.amazon.co.uk/dp/B0DDKQ7FKH) [**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**£18.17**981 rev2y ago](https://www.amazon.co.uk/dp/B0D73JSGJL)
**~~View all new products →~~**
### **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**Starrykids**£19.57**4.8★**▲ 309%**](https://www.amazon.co.uk/dp/B0D8F4381Q) [**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**£6.78**4.3★**▲ 137%**](https://www.amazon.co.uk/dp/B09KC2QNXY) [**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**£26.28**4.6★**▲ 94%**](https://www.amazon.co.uk/dp/B0DDKQ7FKH) [**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**£8.83**4.0★**▲ 60%**](https://www.amazon.co.uk/dp/B0BDLSS8W2) [**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**£31.93**4.5★**▲ 31%**](https://www.amazon.co.uk/dp/B07MPCCDM7)
**~~View all trending →~~**
## **What buyers say about tummy time**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**25%
*“Very engaging”*
**Quality-Overall**18%
*“The quality is exactly as described”*
**Value For Money**11%
*“Good value for money”*
**Color**6%
*“Great neutral colours”*
**Ease Of Use**3%
*“Easy to use”*
**Brightness/Shine/Glow**3%
*“Nice lamp”*
**Gifting Purpose**3%
*“It is a beautiful gift”*
**Advertised Vs Actual Product**2%
*“Better than expected”*
**Soft Feel**2%
*“Material is soft”*
**Comfort-Overall**1%
*“comfortable”*
### **What buyers complain about **
**Size-Overall**11%
*“I find the moon shape is too big”*
**Quality-Overall**9%
*“Quality is low compared to other brands”*
**Noise Level**6%
*“very loud”*
**Value For Money**6%
*“very overpriced”*
**Strength**5%
*“not very strong”*
**Leak-Proof**4%
*“Leaked immediately”*
**Durability**4%
*“This item has stopped working after 2 months of use”*
**Smell**4%
*“I couldnt get rid of the plasticky smell”*
**Functionality-Overall**3%
*“No sounds working”*
**Advertised Vs Actual Product**2%
*“Doesnt look anything like the picture”*
### **Top return reasons **
**Quality-Overall**16%
**Size-Overall**11%
**Functionality-Overall**10%
**Advertised Vs Actual Product**7%
**Defective Material/Parts**6%
**Leak-Proof**5%
**Material Quality**4%
**Gifting Purpose**4%
**Strength**3%
**Smell**3%
## **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.
## **Related niches in Baby Products**
- 63 [**baby toys**](https://flapen.com/research/uk/baby-products/baby-toys)£1.5M/yr+4.3%**Launch it**- 63 [**buggy fan**](https://flapen.com/research/uk/baby-products/buggy-fan)£133K/yr>1,000%**Worth a look**- 63 [**car seat travel bag**](https://flapen.com/research/uk/baby-products/car-seat-travel-bag)£184K/yr+80.2%**Worth a look**- 63 [**retractable stair gate**](https://flapen.com/research/uk/baby-products/retractable-stair-gate)£469K/yr+11.0%**Worth a look**- 63 [**christening gifts for girls**](https://flapen.com/research/uk/baby-products/christening-gifts-for-girls)£323K/yr+34.9%**Worth a look**- 64 [**playpen**](https://flapen.com/research/uk/baby-products/playpen)£963K/yr+15.6%**Launch it**[**All Baby Products niches **](https://flapen.com/research/uk/baby-products)