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Toddler

Fail

Shoppers spend only $30K a year here, so Toddler is a Fail.

Flapen Score
49
49 / 100
Top 32% of 1,773 Toys & Games niches · +5 vs the category median of 44
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.

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take only 22% of clicks. An open shelf where new products get seen.

£0£596£1K£2K£2K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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.

13K8KPrime Day '25Spike '25Black Friday '25Spike '26JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

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

Size-Overall15%−0.07

A little bit short

Too small

Very loose

Durability7%−0.04

Broke after 2 days

Easily broken

Broke after a couple of uses

Quality-Overall6%+0.44

Quality of the item is low

Very low quality Crayola

Bad quality

Functionality-Overall4%−0.03

only worked properly the first couple times :

Wont turn on

Did not work

Leak-Proof4%

Not leak proof

spills everywhere

they all leaked

Love

Fun/Entertainment Experience16%+1.36

Very engaging

Fun Game

Brilliant fun

Quality-Overall14%+0.44

Excellent build quality

Excellent product

Robust Quality: The build quality is excellent

Value For Money10%+0.71

Very affordable

Decent price

Value for money

Ease Of Use5%+0.22

easy to read

Ease of use

Easy to put together

Gifting Purpose5%+0.35

Christmas present

Brilliant gift

Birthday present

Return

0.6% Return rate 60% Fixable by listing

Size-Overall40%▆█▇█▇█

A little bit short

Too small

Very loose

Functionality-Overall8%█▇▆▆▅▅

only worked properly the first couple times :

Wont turn on

Did not work

Quality-Overall6%█▆▇▅▇▆

Quality of the item is low

Very low quality Crayola

Bad quality

Defective Material/Parts5%▇▅█▆█▆
Compatibility-Overall3%█▅▅▄▆█

FAQ

Common Toddler questions

Answered from the same tracked data.