Water Play
PassWater Play scores 75 out of 100, a Pass. Shoppers spend $162K a year here, search demand grew +556.0% this quarter, and returns run at 0.3% of orders.
- Flapen Score
- 75 / 100Top 1% of 1,773 Toys & Games niches · +31 vs the category median of 4475
- Market size
- £162K/yr330K searches / yr
- 90-day growth
- +556.0%search demand this quarter
- Competition
- 29%top-5 click share · 46 brands · 195 sellers
Flapen Score
Water Play against its category
The dotted line is the Toys & Games average. Past it, Water Play is stronger. Inside it, weaker.
Market
The Water Play market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Water Play 330K times last year and spent an estimated £162K. The top 5 brands take 42% of clicks. Demand peaks in May–Jun–Jul. Flapen scores it 75 out of 100, a Pass.
01 · Demand
2.9% of searches ended in a purchase last week.
Shoppers searched for this 330K 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 +556.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £162K a year.
- Searches, last 12 months
- 330K
- Growth, 90 days vs prior 90
- +556.0%
- Conversion, latest week
- 2.9%
- Market size, estimated
- £162Ka year
- Peak month
- June22.6× the quietest month
- Top search term
- water toys for kids outdoor70K searches a year
02 · Price
A sale here is worth £17.11.
Listings sell for £17.11 on average, from £2.51 to £76.46. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 100 to 250 of them. At £17.11 that is £2K to £4K a year per listing.
- Average price
- £17.11inside the $15 to $100 sweet spot
- Price range
- £2.51–£76.46
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 8K–10K
- Units per listing a year
- 100–250
- Revenue per listing a year
- £2K–£4K
- Returns
- 0.3%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
85% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 2.6% of listings are out of stock. The average listing ranks #51 within Baby & Toddler Toys. It carries 2,292 reviews at 4.13 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 85%
- Prime listings
- 100%
- Out of stock, average day
- 2.6%
- Average rank
- #51in Baby & Toddler Toys
- Average rating
- 4.13 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 2,292per listing
- Listings tracked
- 60
04 · Newcomers
Amazon counts 14 of last year's 19 launches as successful.
19 products launched here in the last 12 months. Amazon counts 14 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 29 months on average, so a newcomer is not facing entrenched names.
- Launched, last 12 months
- 19
- Successful launches
- 14Amazon's first-year sales bar
- Average brand age
- 29 months
Products
Top Water Play 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
CozyBomB Magnetic Fishing Toys Game Set for Kids for Bath Time Pool Party with Pole Rod Net Plastic Floating Fish - Toddler Education Teaching Christmas Birthday Gifts
- Price
- £12.95
- Rating
- 4.4/5
- Reviews
- 28,445
- Age
- 8y ago
JOYIN Rainbow Beach Balls(12 Pack) 12/30 cm Inflatable Swimming Pool Toys for Summer Water Games Kids Birthday Party Supplies Combo Set Include Inflatable Beach Balls
- Price
- £7.85
- Rating
- 4.3/5
- Reviews
- 3,619
- Age
- 7y ago
JOYIN 685cm Water Slides and 2 Bodyboards Lawn Waterslides Summer Water Toy with Build in Sprinkler for Backyard Outdoor Water Fun for Kids Adults
- Price
- £28.68
- Rating
- 3.8/5
- Reviews
- 6,478
- Age
- 6y ago
Baby Bath Toys for 1 2 3 4 Year Olds Toddler Kids Mould Free Water Play Toy
- Price
- £10.93
- Rating
- 4.5/5
- Reviews
- 467
- Age
- 1y ago
Intex Glossy Panel Beach Ball 61cm Inflatable Multicolour Pool Ball PVC Water Toy for Kids Garden Beach and Summer Outdoor Play
- Price
- £2.51
- Rating
- 4.4/5
- Reviews
- 7,271
- Age
- 24y ago
Trending
90-day click momentum
Auney Outdoor Water Play Sprinklers Toys for Toddlers Large Octopus Water Spray Sprinkler for Kids Boys Girls and Pets Garden Sprinkler Toys Summer Toys for 3 4 5 6 7+ Year Old
- Price
- £17.15
- Rating
- 4.2/5
- Reviews
- 93
- Age
- 6mo ago
Intex Glossy Panel Beach Ball 61cm Inflatable Multicolour Pool Ball PVC Water Toy for Kids Garden Beach and Summer Outdoor Play
- Price
- £2.51
- Rating
- 4.4/5
- Reviews
- 7,271
- Age
- 24y ago
Toddler Toys - Splash Pad 68/170cm Sprinkler & Splash Play Mat for Toddlers Dogs Inflatable Outdoor Sprinkler Pad Wading Pool with 5 Patches for Kids Age 3+ Water Toys for Summer Garden Beach
- Price
- £18.33
- Rating
- 4.3/5
- Reviews
- 1,654
- Age
- 6y ago
Splash Pad for Kids 49 Non-Slip Durable Water Sprinkler for Kids Garden Water Toys Sprinkler Pad Outdoor Water Play Sprinklers Safe Fun & Family-Friendly Summer Pool for Toddlers
- Price
- £10.66
- Rating
- 3.9/5
- Reviews
- 38
- Age
- 4mo ago
Outdoor Toys for Boy Girls Water Spray Sprinkler for Kids Toddlers Garden Spinning Sprinkler Toys 2 Hose Adapters for Water Fun 360 Water Spray Summer Toys for 3 4 5 6+ Year Old Fits All Hoses
- Price
- £9.83
- Rating
- 4.0/5
- Reviews
- 209
- Age
- 5y ago
Newest
by launch dateSplash Pad for Kids 49 Non-Slip Durable Water Sprinkler for Kids Garden Water Toys Sprinkler Pad Outdoor Water Play Sprinklers Safe Fun & Family-Friendly Summer Pool for Toddlers
- Price
- £10.66
- Rating
- 3.9/5
- Reviews
- 38
- Age
- 4mo ago
Baby Bath Toys for 1 2 3 4 5 Year Olds Boys Girls 10PCS Mould Free Swimming Pool Toys for Toddlers Kids Age 1-5 Bath Water Toys for Children Birthday Gifts
- Price
- £10.55
- Rating
- 4.5/5
- Reviews
- 45
- Age
- 5mo ago
Auney Outdoor Water Play Sprinklers Toys for Toddlers Large Octopus Water Spray Sprinkler for Kids Boys Girls and Pets Garden Sprinkler Toys Summer Toys for 3 4 5 6 7+ Year Old
- Price
- £17.15
- Rating
- 4.2/5
- Reviews
- 93
- Age
- 6mo ago
Splash Pad for Kids & Pets 67/170cm Water Sprinkler Play Mat Inflatable Outdoor Water Play Toy Summer Garden Wading Pool Games For 3+ Age Child Toddler Beach Backyard Play Mat for Girls Boys
- Price
- £19.66
- Rating
- 3.8/5
- Reviews
- 39
- Age
- 7mo ago
Baby Bath Toys for 1 2 3 Year Olds Mould Free 6PCS Water Play Swimming Pool Toys Toddler Kids Stacking Cups Kids Watering Can Bath Boats Water Toys Bathtub Present for Boys Girls 1 2 3 Year Old Gifts
- Price
- £6.68
- Rating
- 4.4/5
- Reviews
- 122
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take only 29% of clicks. An open shelf where new products get seen.
Brands
46 falling
Sellers
195
Top-5 brand share
42%
Top 20: 73%
Top-5 click share
29%
Top 20: 61%
Open market
54%
- JOYIN14%
- CozyBomB11%
- Fajiabao7%
- Intex6%
- Tintinlody4%
- tickit4%
Demand
Water Play search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: May, Jun, Jul · busiest ÷ quietest = 22.6×
Search terms
Top Water Play search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- water toys for kids outdoor70K/yr
- water play91K/yr
- paddling pool toys52K/yr
- water play for kids30K/yr
- outdoor water toys19K/yr
- kids water toys14K/yr
- kids water play11K/yr
- paddling pool toys for toddlers age 1-56K/yr
- water table toys8K/yr
- water play accessories9K/yr
Reviews and returns
What reviews say buyers love and hate about Water Play
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
These toys are very small
This thing is HUGE
Really small
For the price, the quality is very cheap and disappointing
Cheap rubbish
Not great quality
Broke quickly
fall apart easily
Broken
not for the price
Too expensive
what a waste of money
Not sturdy enough
Not very robust
Flimsy
Love
entertained for hours
Fun set
Brilliant fun
Value for Money
Excellent value
Good for the money
Decent quality for the money
The quality seems fair
Amazing quality
Vivid colours
Beautiful colours
Nice colours
Assembly is straightforward
Easily assembled
Easy to put together
Return
0.3% Return rate 42% Fixable by listing
These toys are very small
This thing is HUGE
Really small
For the price, the quality is very cheap and disappointing
Cheap rubbish
Not great quality
Doesnt perform as shown in the picture
The turtles did not work very well
Not working
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Bubble Machine
£761K/yr+63.7%
Splash Pad
£194K/yr>1,000%
Pool Inflatable
£1.0M/yr+576.6%
Water Table
£472K/yr+118.3%
Reusable Water Balloons
£106K/yr>1,000%
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Water Play questions
Answered from the same tracked data.