Early Development & Activity Toys
MaybeThe top 5 brands take only 31% of clicks. But the average product has 3,273 reviews to catch up to, so Early Development & Activity Toys is a Maybe.
- Flapen Score
- 60 / 100Top 8% of 1,773 Toys & Games niches · +16 vs the category median of 4460
- Market size
- £349K/yr894K searches / yr
- 90-day growth
- +8.8%search demand this quarter
- Competition
- 30%top-5 click share · 50 brands · 142 sellers
Flapen Score
Early Development & Activity Toys against its category
The dotted line is the Toys & Games average. Past it, Early Development & Activity Toys is stronger. Inside it, weaker.
Market
The Early Development & Activity Toys market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Early Development & Activity Toys 894K times last year and spent an estimated £349K. The top 5 brands take 31% of clicks. Demand peaks in Jun–Jul. Flapen scores it 60 out of 100, a Maybe.
01 · Demand
2.9% of searches ended in a purchase last week.
Shoppers searched for this 894K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.9% of those searches ended in a purchase. Searches in the last 90 days moved +8.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £349K a year.
- Searches, last 12 months
- 894K
- Growth, 90 days vs prior 90
- +8.8%
- Conversion, latest week
- 2.9%
- Market size, estimated
- £349Ka year
- Peak month
- July2.2× the quietest month
- Top search term
- 1st birthday gifts for boy246K searches a year
02 · Price
A sale here is worth £13.59.
Listings sell for £13.59 on average, from £3.35 to £29.57. Amazon reports units sold in ranges. This niche sold 25K to 30K a year. The average listing sells 250 to 500 of them. At £13.59 that is £3K to £7K a year per listing.
- Average price
- £13.59under the $15 to $100 sweet spot
- Price range
- £3.35–£29.57
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 25K–30K
- Units per listing a year
- 250–500
- Revenue per listing a year
- £3K–£7K
- Returns
- 1.0%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is ads and reviews.
95% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 2.2% of listings are out of stock. The average listing ranks #24 within Baby & Toddler Toys. It carries 3,273 reviews at 4.54 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 95%
- Prime listings
- 100%
- Out of stock, average day
- 2.2%
- Average rank
- #24in Baby & Toddler Toys
- Average rating
- 4.54 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 3,273per listing
- Listings tracked
- 65
04 · Newcomers
Amazon counts 12 of last year's 16 launches as successful.
16 products launched here in the last 12 months. Amazon counts 12 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 34 months on average, so a newcomer is not facing entrenched names.
- Launched, last 12 months
- 16
- Successful launches
- 12Amazon's first-year sales bar
- Average brand age
- 34 months
Products
Top Early Development & Activity Toys products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Umatoll Baby Balance Bike for 1 Year Old Boys Girls 12-24 Months Toddler Balance Bike with Removable Basket Adjustable Seat 4 Wheels Infant Bike First Birthday Gift (Green)
- Price
- £24.60
- Rating
- 4.8/5
- Reviews
- 5,199
- Age
- 2y ago
LeapFrog 601503 Learning Friends 100 Words Baby Book Educational and Interactive Bilingual Playbook Toy Toddler and Pre School Boys & Girls 1 2 3 4+ Year Olds Multi-Colour One Size
- Price
- £10.87
- Rating
- 4.7/5
- Reviews
- 13,566
- Age
- 8y ago
VTech 3-in-1 Sports Centre Baby Interactive Toy with Colours and Sounds Learning with Role-Play Suitable for Baby Boys & Girls from 12 to 36 Months (Yellow/Blue) English Version
- Price
- £29.57
- Rating
- 4.7/5
- Reviews
- 1,210
- Age
- 5y ago
MEGA BLOKS First Builders Big Building Bag Toddler Blocks Toy Blue
- Price
- £6.48
- Rating
- 4.8/5
- Reviews
- 63,880
- Age
- 14y ago
Vanplay Wooden Car Ramp Montessori Toys for 1 2 Year Old Boys- 4 Mini Cars a Toy Garage Baby Gifts Toys for 1-2 Year Old No Assembly Required
- Price
- £13.59
- Rating
- 4.7/5
- Reviews
- 607
- Age
- 1y ago
Trending
90-day click momentum
Car Light Up Bath Toys for 1 2 Year Old Boys Gifts Baby Water Activated Bath Toys for Kids No Hole Bathtub Toys for Baby Boy Shower Birthday Gifts - 6 Pack
- Price
- £11.17
- Rating
- 4.0/5
- Reviews
- 48
- Age
- 2mo ago
Lehoo Castle Montessori Toys for 1 Year Old Toddler Birthday Gifts
- Price
- £18.44
- Rating
- 4.5/5
- Reviews
- 235
- Age
- 6mo ago
Lehoo Castle Wooden Dinosaur Kids Drum Kit for 1-3 Year Old
- Price
- £20.58
- Rating
- 4.3/5
- Reviews
- 717
- Age
- 1y ago
1st Birthday Cards for Boys Jungle Numbers
- Price
- £3.35
- Rating
- 4.7/5
- Reviews
- 102
- Age
- 9mo ago
Vanplay Montessori Toys for 1 Year Old Boy Girls Wooden Hammering Pounding Toy 7 in 1 with Xylophone & Magnetic Fishing Game for Kids Gifts for 1 2 3 Year Old Boy Girl
- Price
- £18.33
- Rating
- 4.5/5
- Reviews
- 744
- Age
- 1y ago
Newest
by launch dateCar Light Up Bath Toys for 1 2 Year Old Boys Gifts Baby Water Activated Bath Toys for Kids No Hole Bathtub Toys for Baby Boy Shower Birthday Gifts - 6 Pack
- Price
- £11.17
- Rating
- 4.0/5
- Reviews
- 48
- Age
- 2mo ago
Lehoo Castle Montessori Toys for 1 Year Old Toddler Birthday Gifts
- Price
- £18.44
- Rating
- 4.5/5
- Reviews
- 235
- Age
- 6mo ago
1st Birthday Cards for Boys Jungle Numbers
- Price
- £3.35
- Rating
- 4.7/5
- Reviews
- 102
- Age
- 9mo ago
Vanplay Montessori Toys for 1 Year Old Boy Girls Wooden Hammering Pounding Toy 7 in 1 with Xylophone & Magnetic Fishing Game for Kids Gifts for 1 2 3 Year Old Boy Girl
- Price
- £18.33
- Rating
- 4.5/5
- Reviews
- 744
- Age
- 1y ago
Lehoo Castle Wooden Dinosaur Kids Drum Kit for 1-3 Year Old
- Price
- £20.58
- Rating
- 4.3/5
- Reviews
- 717
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take only 30% of clicks. An open shelf where new products get seen.
Brands
50 falling
Sellers
142
Top-5 brand share
31%
Top 20: 75%
Top-5 click share
30%
Top 20: 64%
Open market
64%
- Umatoll8%
- LeapFrog7%
- Vanplay7%
- Lehoo Castle5%
- DINORUN5%
- VTech5%
Demand
Early Development & Activity Toys search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jun, Jul · busiest ÷ quietest = 2.2×
Search terms
Top Early Development & Activity Toys search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- 1st birthday gifts for boy246K/yr
- gifts for 1 year old boy116K/yr
- first birthday gifts for boys77K/yr
- baby boy toys70K/yr
- gift for 1 year old boy46K/yr
- baby boy 1st birthday gifts21K/yr
- sensory toys for 1 year old53K/yr
- 1 year old gifts29K/yr
- 1 year old28K/yr
- gifts for 1 year old30K/yr
Reviews and returns
What reviews say buyers love and hate about Early Development & Activity Toys
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
they are way too narrow
Very small
was quite bigger than I thought
It is a little pricey
Overpriced
It's quite expensive
Disappointed with quality
Obviously no quality control with this manufacturer
Disappointing Quality and Not as Fun as Expected
Quite loud
Extremely loud
This is very noisy
CHOKING HAZARD
Choking hazard
impossible to swallow or become a hazard
Love
Fun toy
Very entertaining
Endless fun
Amazing Quality
Good quality cups
The build quality is excellent
Beautiful Gift
Beautiful gift
Birthday gift
reasonably priced
Good for money
Excellent value
Vibrant colours
Brightly coloured
Lovely colours
Return
1.0% Return rate 32% Fixable by listing
they are way too narrow
Very small
was quite bigger than I thought
Disappointed with quality
Obviously no quality control with this manufacturer
Disappointing Quality and Not as Fun as Expected
Did not work
Toy not working
Duck not working
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Early Development & Activity Toys questions
Answered from the same tracked data.