shape sorter
Skip itPrices mostly outside the sweet spot ($7.08–$16.31) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Conversion
Good5.2%search→purchase rate — share of searches ending in a sale
Brand share
Good71%top-5 brand share — brands hold most of the demand
Avg price
Okay£11.43avg listing price — sweet spot $15–$100
Competition
Okay62%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£104K£104K/yr · 174K searches
Growth
Bad-1.3%90-day search growth — must beat 0% to launch
Review moat
Bad7,756.58avg incumbent reviews — the moat a new listing must climb
Price range
Bad£7.08–£16.31cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, shape sorter is a £104K/yr Amazon United Kingdom market (174K searches/yr). The top 5 brands hold 71% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 42/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
shape sorter market data
- Units sold / yr
- 6K–8K
- avg 250–500/product
- Revenue / yr
- £69K–£91K
- units × avg price
- Conversion rate
- 5.2%
- Avg BSR
- #124
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 74%
- Out of stock
- 0.0%
- Avg brand age
- 35 months
- Avg seller age
- 185 days
Competition & brand share
The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.Brands
17 falling
Sellers
67
Top-5 brand share
71%
Top 20: 100%
Top-5 click share
62%
Top 20: 100%
Open market
25%
- Fisher-Price32%
- Melissa & Doug11%
- Owl & Fox10%
- Atoz9%
- Jaques of London9%
- Hollivi5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -1.3% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.3×
Top shape sorter search terms
- shape sorter70K/yr
- shape sorter for 1+ year old14K/yr
- wooden shape sorter19K/yr
- shape sorter for 1 year old29K/yr
- shape sorters for 2 year olds15K/yr
- baby shape sorter9K/yr
- shape sorter 6 months6K/yr
- shape sorter toy4K/yr
- shape sorting toy4K/yr
- fisher price shape sorter4K/yr
Top shape sorter 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Fisher-Price Babys First Blocks Baby Toy
Fisher-Price£8.624.7★53,668 rev
Melissa & Doug Shape Sorting Cube Classic Wooden Kids Toy - The Original (Sturdy Wooden Construction 12 Pieces Great Gift for Girls and Boys - Best for 2 3 and 4 Year Olds)
Melissa & Doug£9.114.6★26,480 rev
Owl & Fox Wooden Shape Sorter Shape Sorting Cube Montessori Play for Infants and Toddlers 12 months+ Colourful Assorted Shapes for Problem Solving Developmental Play FSC Certified Wood
Owl & Fox£8.964.5★136 rev
Atoz My 1st Shape Sorter Bucket Educational Toy with Colourful Blocks Ages 12+ Months
Atoz£7.084.4★36 rev
Jaques of London Wooden Shape Sorter for 1 Year Old | Montessori Wooden Toys | Toddler Learning Toys | Premium Gifts Since 1795
Jaques of London£13.334.6★2,615 rev
Newest
by launch date
Toddler Montessori Toys for 1 2 Year Old Boys Girls Shape Sorter Wooden Baby Toys Gifts for 1 2 3 Year Old Girl Boy Activity Cube Sensory Baby Toy 6 to 12 Months Colour Sorting Stacking for Kids
Hollivi£12.7752 rev
Wooden Shape Sorter Peg Puzzle for 1 2 3 Year Olds Toddlers
SYHLN£10.4846 rev
JoyCat Shape Sorter Toy for Toddlers 1-3 Montessori Color Matching
JoyCat£16.01145 rev
Atoz My 1st Shape Sorter Bucket Educational Toy with Colourful Blocks Ages 12+ Months
Atoz£7.0836 rev
Owl & Fox Wooden Shape Sorter Shape Sorting Cube Montessori Play for Infants and Toddlers 12 months+ Colourful Assorted Shapes for Problem Solving Developmental Play FSC Certified Wood
Owl & Fox£8.96136 rev
Trending
90-day click momentumToddler Montessori Toys for 1 2 Year Old Boys Girls Shape Sorter Wooden Baby Toys Gifts for 1 2 3 Year Old Girl Boy Activity Cube Sensory Baby Toy 6 to 12 Months Colour Sorting Stacking for Kids
Hollivi£12.774.0★
Wooden Shape Sorter Peg Puzzle for 1 2 3 Year Olds Toddlers
SYHLN£10.484.4★
Fisher-Price Babys First BlocksToy Set Navy Fawn
Fisher-Price£9.674.7★
Atoz My 1st Shape Sorter Bucket Educational Toy with Colourful Blocks Ages 12+ Months
Atoz£7.084.4★
JoyCat Shape Sorter Toy for Toddlers 1-3 Montessori Color Matching
JoyCat£16.014.5★
What buyers say about shape sorter
What buyers praise and complain about, mined from review topics.What buyers love
“Good toy”
“Great quality toy”
“bright colours”
“Great for the kids learning”
“Fairly priced”
“Would make a lovely gift as well”
“A nice shape sorter that we were pleased to try”
“helps her motor skills”
“Perfect size”
“Very easy to use”
What buyers complain about
“it is rather small”
“it does feel a little expensive”
“it would be better if the shapes were spelt correctly”
“Terrible product every shape fits through each hole so doesn't teach a young child anything about colours and shapes”
“The lid doesn't secure”
“Meaning : its too easy to remove for my point of you”
“Lovely toy set however the lid is not sturdy”
“the picture is far to deceiving”
“BUT one major design fault”
“Very poor quality product”
Top return reasons
Common questions
- Is shape sorter profitable to sell on Amazon United Kingdom?
- The niche generates £104K/yr across 19 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -1.3%. Flapen's verdict: Skip it (42/100).
- How competitive is the shape sorter niche?
- 17 brands and 67 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 71% of demand.
- What do buyers complain about in shape sorter?
- Top complaints mined from reviews: Size-Overall, Value For Money, Shape/Style. The return rate is 0.7%.
- When does demand for shape sorter peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 3.3× the quietest.
- What does it cost to enter the shape sorter niche?
- Listings span £7.08–£16.31; the average listing price is £11.43 (sweet spot $15–$100). The average incumbent carries 7,757 reviews — the moat a new listing must climb.