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Baby Shark

Fail

Demand is soft, at -14.3% this quarter, so Baby Shark is a Fail.

Flapen Score
48
48 / 100
Ranks 1,186 of 2,461 Fashion niches · on the category median
Market size
£101K/yr486K searches / yr
90-day growth
-14.3%search demand this quarter
Competition
36%top-5 click share · 20 brands · 44 sellers

Flapen Score

Baby Shark against its category

The dotted line is the Fashion average. Past it, Baby Shark is stronger. Inside it, weaker.

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Baby Shark market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Baby Shark 486K times last year and spent an estimated £101K. The top 5 brands take 76% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 48 out of 100, a Fail.

01 · Demand

1.8% of searches ended in a purchase last week.

Shoppers searched for this 486K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.8% of those searches ended in a purchase. Searches in the last 90 days moved -14.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £101K a year.

Searches, last 12 months
486K
Growth, 90 days vs prior 90
-14.3%
Conversion, latest week
1.8%
Market size, estimated
£101Ka year
Peak month
December2.7× the quietest month
Top search term
baby shark325K searches a year

02 · Price

A sale here is worth £11.85.

Listings sell for £11.85 on average, from £2.49 to £27.79. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 100 to 250 of them. At £11.85 that is £1K to £3K a year per listing.

Average price
£11.85under the $15 to $100 sweet spot
Price range
£2.49–£27.79
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
100–250
Revenue per listing a year
£1K–£3K
Returns
0.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

70% of listings pay for placement with sponsored ads. 60% ship with Prime. On an average day, 22.8% of listings are out of stock. The average listing ranks #539 within Boys. It carries 549 reviews at 4.52 stars, so a new listing needs social proof before a better product.

Sponsored listings
70%
Prime listings
60%
Out of stock, average day
22.8%
Average rank
#539in Boys
Average rating
4.52 starsAmazon United Kingdom average 4.36 stars
Average reviews
549per listing
Listings tracked
40

04 · Newcomers

Amazon counts 0 of last year's 5 launches as successful.

5 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 35 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
5
Successful launches
0Amazon's first-year sales bar
Average brand age
35 months

Products

Top Baby Shark products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take only 36% of clicks. An open shelf where new products get seen.

£0£3K£6K£9K£12K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

20 falling

Sellers

44

Top-5 brand share

76%

Top 20: 100%

Top-5 click share

36%

Top 20: 82%

Open market

21%

  • Baby Shark44%
  • Pinkfong13%
  • Oriate10%
  • COOKY.D4%
  • Paper Projects4%
  • Zawadi Global4%

Demand

Baby Shark search demand

Weekly searches over the year, seasonality beneath. Pick a range.

25K15KSpike '24Holiday '24Spike '25Black Friday '25SepDecMarJunAugNovMarMay

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.7×

Search terms

Top Baby Shark search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • baby shark325K/yr
  • baby shark toy80K/yr
  • baby shark toys52K/yr
  • baby sharks toys5K/yr
  • pinkfong toys10K/yr
  • babyshark4K/yr
  • baby shark figures4K/yr
  • baby shark toys for 2 year olds5K/yr

Reviews and returns

What reviews say buyers love and hate about Baby Shark

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Value For Money20%−0.13

maybe a bit expensive

for the price Its ridiculous and

Expensive for what they are

Noise Level16%−0.02

It is very noisy

Too loud

Tinny, a bit loud, and impossible to escape once the songs start

Size-Overall10%−0.02

It's quite large

Tiny

The bag they came in was a little small

Quality-Overall6%−0.02

Not what I expected poor quality

Rubbish

Advertised Vs Actual Product6%−0.05

RECALLED PRODUCT. Listing states silicone fins. I ordered the blue and pink and both sharks had the hard plastic RECALLED fins.

Stickers too small look big in photo so very deceiving

Love

Fun/Entertainment Experience12%+0.87

keeping him happily entertained

Super fun

Good toy

Quality-Overall10%−0.02

Great quality, nice bright colours

its been very well made

Good quality

Value For Money9%−0.13

Worth the price

Good value for money

a good decent price

Color9%+0.56

Good quality and bright colours

Vibrant colors

colourful

Music Effect6%−0.05

My son enjoys exploring all the different sounds

Its a great toy for encouraging an interest in music while still being lots of fun

The built-in songs are happy and engaging, and the sound effects add an extra layer of fun that keeps children entertained

Return

0.6% Return rate 36% Fixable by listing

Size-Overall32%▃█▃▃▂▄

It's quite large

Tiny

The bag they came in was a little small

Functionality-Overall19%█▁▄▄▅▄
Battery Inclusion14%▅▁▁▄▆█
Battery Life6%▃▁▆▅█▆

Turned up dirty... no tag... and the battery was either dying or broken!!

Rusts/Corrodes4%▁▁▃▁█▁

FAQ

Common Baby Shark questions

Answered from the same tracked data.