- Flapen Score
- 49 / 100Top 32% of 1,773 Toys & Games niches · +5 vs the category median of 4449
- Market size
- £30K/yr233K searches / yr
- 90-day growth
- -0.2%search demand this quarter
- Competition
- 22%top-5 click share · 72 brands · 228 sellers
Flapen Score
Toddler against its category
The dotted line is the Toys & Games average. Past it, Toddler is stronger. Inside it, weaker.
Market
The Toddler market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Toddler 233K times last year and spent an estimated £30K. The top 5 brands take 38% of clicks. Demand peaks in Nov–Dec. Flapen scores it 49 out of 100, a Fail.
01 · Demand
1.2% of searches ended in a purchase last week.
Shoppers searched for this 233K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.2% of those searches ended in a purchase. Searches in the last 90 days moved -0.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £30K a year.
- Searches, last 12 months
- 233K
- Growth, 90 days vs prior 90
- -0.2%
- Conversion, latest week
- 1.2%
- Market size, estimated
- £30Ka year
- Peak month
- December3.5× the quietest month
- Top search term
- toddler144K searches a year
02 · Price
A sale here is worth £10.49.
Listings sell for £10.49 on average, from £1.23 to £24.83. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 0 to 100 of them. At £10.49 that is £0 to £1K a year per listing.
- Average price
- £10.49under the $15 to $100 sweet spot
- Price range
- £1.23–£24.83
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 4K–5K
- Units per listing a year
- 0–100
- Revenue per listing a year
- £0–£1K
- Returns
- 0.6%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
84% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 1.1% of listings are out of stock. The average listing ranks #25 within Arts & Crafts. It carries 4,387 reviews at 4.49 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 84%
- Prime listings
- 100%
- Out of stock, average day
- 1.1%
- Average rank
- #25in Arts & Crafts
- Average rating
- 4.49 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 4,387per listing
- Listings tracked
- 96
04 · Newcomers
Amazon counts 5 of last year's 9 launches as successful.
9 products launched here in the last 12 months. Amazon counts 5 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 44 months on average, so the names here are settling in.
- Launched, last 12 months
- 9
- Successful launches
- 5Amazon's first-year sales bar
- Average brand age
- 44 months
Products
Top Toddler 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
Amazon Essentials Toddler Boys Cotton Jersey Shorts Pack of 3 Black/Light Grey Heather/Navy 4T
- Price
- £10.99
- Rating
- 4.5/5
- Reviews
- 458
- Age
- 1y ago

Crayola MyFirst Washable Markers - Assorted Colours (Pack of 8) | Easy-Grip Markers Ideal for Toddlers Hands | Ideal for Kids Aged 12+ Months
- Price
- £3.06
- Rating
- 4.6/5
- Reviews
- 8,427
- Age
- 13y ago

Orchard Toys Farmyard Heads and Tails Game Memory & Matching Pairs Card Game Educational Games and Toys for Toddler and Preschool 18-Month-Old and Up
- Price
- £5.00
- Rating
- 4.7/5
- Reviews
- 8,828
- Age
- 11y ago

Amazon Essentials Boys Boys and Toddlers 3-Pack Cotton Jersey Shorts Dark Olive/Sage Green/Taupe 3T
- Price
- £10.13
- Rating
- 4.5/5
- Reviews
- 458
- Age
- 1y ago

Stickle Bricks Little Builder Construction Set with 30 Pieces- Enhance Creativity and Problem-Solving Skills with Engaging and Durable STEM Toy Suitable for Ages 18 Months+
- Price
- £7.74
- Rating
- 4.6/5
- Reviews
- 4,861
- Age
- 8y ago
Trending
90-day click momentum
Amazon Essentials Toddler Boys Cotton Jersey Shorts Pack of 3 Black/Light Grey Heather/Navy 4T
- Price
- £10.99
- Rating
- 4.5/5
- Reviews
- 458
- Age
- 1y ago

Amazon Essentials Boys Boys and Toddlers 3-Pack Cotton Jersey Shorts Dark Olive/Sage Green/Taupe 3T
- Price
- £10.13
- Rating
- 4.5/5
- Reviews
- 458
- Age
- 1y ago

Tommee Tippee Insulated Active Spout Toddler Sippy Cup 12m+
- Price
- £8.50
- Rating
- 4.3/5
- Reviews
- 1,142
- Age
- 4mo ago

Crocs Unisex Kids Classic Clog T Clog White 4 UK Child
- Price
- £19.16
- Rating
- 4.5/5
- Reviews
- 16,873
- Age
- 2y ago

28 Pieces Montessori Kitchen Toys for Toddlers Kids Knife Set for Chopping with Wooden Knives Crinkle Cutter Kids Chopping Board
- Price
- £11.12
- Rating
- 4.6/5
- Reviews
- 58
- Age
- 5mo ago
Newest
by launch date
Tommee Tippee Insulated Active Spout Toddler Sippy Cup 12m+
- Price
- £8.50
- Rating
- 4.3/5
- Reviews
- 1,142
- Age
- 4mo ago

28 Pieces Montessori Kitchen Toys for Toddlers Kids Knife Set for Chopping with Wooden Knives Crinkle Cutter Kids Chopping Board
- Price
- £11.12
- Rating
- 4.6/5
- Reviews
- 58
- Age
- 5mo ago

Amazon Essentials Toddler Boys Cotton Jersey Shorts Pack of 3 Black/Light Grey Heather/Navy 4T
- Price
- £10.99
- Rating
- 4.5/5
- Reviews
- 458
- Age
- 1y ago

Amazon Essentials Boys Boys and Toddlers 3-Pack Cotton Jersey Shorts Dark Olive/Sage Green/Taupe 3T
- Price
- £10.13
- Rating
- 4.5/5
- Reviews
- 458
- Age
- 1y ago

Joyreal Montessori Busy Board 2 Year Old Wooden Fidget Sensory Toy for Toddlers Activity Board with 19 LED Lights Educational Travel Toy for Boys Girls 2 3 4 Year Old
- Price
- £15.60
- Rating
- 4.4/5
- Reviews
- 654
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take only 22% of clicks. An open shelf where new products get seen.
Brands
72 falling
Sellers
228
Top-5 brand share
38%
Top 20: 70%
Top-5 click share
22%
Top 20: 58%
Open market
58%
- Yorgou12%
- Amazon Essentials12%
- CRAYOLA6%
- Orchard Toys5%
- Stickle Bricks4%
- ZNZ3%
Demand
Toddler search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 3.5×
Search terms
Top Toddler search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- toddler144K/yr
- toddler gifts40K/yr
- toddler gift16K/yr
- toddlers9K/yr
- gifts for toddlers17K/yr
- todler toys4K/yr
- toddler christmas presents2K/yr
Reviews and returns
What reviews say buyers love and hate about Toddler
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
A little bit short
Too small
Very loose
Broke after 2 days
Easily broken
Broke after a couple of uses
Quality of the item is low
Very low quality Crayola
Bad quality
only worked properly the first couple times :
Wont turn on
Did not work
Not leak proof
spills everywhere
they all leaked
Love
Very engaging
Fun Game
Brilliant fun
Excellent build quality
Excellent product
Robust Quality: The build quality is excellent
Very affordable
Decent price
Value for money
easy to read
Ease of use
Easy to put together
Christmas present
Brilliant gift
Birthday present
Return
0.6% Return rate 60% Fixable by listing
A little bit short
Too small
Very loose
only worked properly the first couple times :
Wont turn on
Did not work
Quality of the item is low
Very low quality Crayola
Bad quality
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Toddler questions
Answered from the same tracked data.









