glow worm
Skip itWeak search conversion (1.0%) — this niche doesn't clear our bar today.
Avg price
Great$18.12avg listing price — sweet spot $15–$100
Price range
Great$4.88–$44.90cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Good2.9%return rate — above 5% kills the launch gate
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Review moat
Bad8,882.5avg incumbent reviews — the moat a new listing must climb
Market size
Bad$68K$68K/yr · 365K searches
Growth
Bad-16.3%90-day search growth — must beat 0% to launch
Conversion
Bad1.0%search→purchase rate — share of searches ending in a sale
Competition
Bad84%top-5 click share — a locked-up shelf
According to Flapen's Amazon United States niche tracking, glow worm is a $68K/yr Amazon United States market (365K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 29/100.
Data updated Jul 12, 2026 · scored weekly · How we score niches
glow worm market data
- Units sold / yr
- 6K–8K
- avg 250–500/product
- Revenue / yr
- $109K–$145K
- units × avg price
- Conversion rate
- 1.0%
- Avg BSR
- #3,419
- Page quality
- 0%
- Prime
- 90%
- Sponsored
- 50%
- Out of stock
- 22.4%
- Avg brand age
- 44 months
- Avg seller age
- 161 days
Competition & brand share
The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.Brands
9 rising
Sellers
46
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
84%
Top 20: 100%
Open market
7%
- Bobby Garland34%
- Hasbro19%
- Fisher-Price16%
- World's Smallest15%
- Milepetus5%
- VTech5%
- Open — no brand owns it (3 brands, 7%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -16.3% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 3.8×
Top glow worm search terms
- glow worm130K/yr
- glo worm37K/yr
- glow worms for babies54K/yr
- glow worm original toy 80s11K/yr
- gloworm19K/yr
- glow worm toy24K/yr
- glo worm original6K/yr
- glowworm11K/yr
- fisher price seahorse9K/yr
- playskool glow worm5K/yr
Top glow worm 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 10 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bobby Garland Itty Bit Mayfly - Mo Glo Glow Worm - 1.25
Bobby Garland$5.894.4★91 rev
Playskool Glo Worm Soother Toy Set - Bundle with SmartSense Cry Sensor Voice Recordable Stuffed Soother Toy for Newborns Babies Plus Door Hanger | Playskool Bedtime Plush for Toddlers
Hasbro$26.994.3★7 rev
Worlds Smallest Glo Worm multi (538)
World's Smallest$9.014.8★4,720 rev
Fisher-Price Musical Baby Toy Soothe & Glow Seahorse Pink Plush Sound Machine with Lights & Volume Control for Newborns
Fisher-Price$13.364.8★23,127 rev
1.6in/3.3in Fishing Soft Lure Earthworm Bait Lifelike Fake Earthworm Grub Worm Soft Fishing Lure Baits (3.3inch Luminous (50pcs/Pack))
Milepetus$5.694.1★656 rev
Newest
by launch datePlayskool Glo Worm Soother Toy Set - Bundle with SmartSense Cry Sensor Voice Recordable Stuffed Soother Toy for Newborns Babies Plus Door Hanger | Playskool Bedtime Plush for Toddlers
Hasbro$26.997 rev
Bobby Garland Itty Bit Mayfly - Mo Glo Glow Worm - 1.25
Bobby Garland$5.8991 rev
Baby Einstein Sea Dreams Seahorse Plush Soother Toy with Music and Lights Ages 0 Months and Up Pink
Baby Einstein$17.62246 rev
VTech Baby Soothe and Shine Firefly Musical Plush with Color Night-Light
VTech$18.00153 rev
Glo Worm Toy Window Bumper Sticker Decal 5
LAD Studio$4.885 rev
Trending
90-day click momentum1.6in/3.3in Fishing Soft Lure Earthworm Bait Lifelike Fake Earthworm Grub Worm Soft Fishing Lure Baits (3.3inch Luminous (50pcs/Pack))
Milepetus$5.694.1★
Bobby Garland Itty Bit Mayfly - Mo Glo Glow Worm - 1.25
Bobby Garland$5.894.4★
Playskool Glo Worm Soother Toy Set - Bundle with SmartSense Cry Sensor Voice Recordable Stuffed Soother Toy for Newborns Babies Plus Door Hanger | Playskool Bedtime Plush for Toddlers
Hasbro$26.994.3★
Worlds Smallest Glo Worm multi (538)
World's Smallest$9.014.8★
Funko Pop! Retro Toys: Hasbro - Glo Worm (Glow in The Dark)
Funko$44.904.8★
What buyers say about glow worm
What buyers praise and complain about, mined from review topics.What buyers love
“This is so fun”
“it is perfect for my son to fall asleep”
“It is soft to the touch”
“It appears well made”
“great value”
“Its so soothing we use both the sleepy time music”
“Perfect size”
“Just as described”
“Fun gift”
“Calming and comforting”
What buyers complain about
“SO LOUD”
“Little overpriced. $50ish”
“Broke”
“I couldnt roll away from sleeping baby without waking her so we thought this might help”
“The only drawback is the battery drainage”
“cumbersome to open, operate”
“Not soft”
“Kind of big for being the world's smallest glow worm”
“then it turns off”
“Got today doesn't work bummer don't count on”
Top return reasons
Common questions
- Is glow worm profitable to sell on Amazon United States?
- The niche generates $68K/yr across 10 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -16.3%. Flapen's verdict: Skip it (29/100).
- How competitive is the glow worm niche?
- 9 brands and 46 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in glow worm?
- Top complaints mined from reviews: Noise Level, Value For Money, Durability. The return rate is 2.9%.
- When does demand for glow worm peak?
- Demand peaks in Nov–Dec; the busiest month runs 3.8× the quietest.
- What does it cost to enter the glow worm niche?
- Listings span $4.88–$44.90; the average listing price is $18.12 (sweet spot $15–$100). The average incumbent carries 8,883 reviews — the moat a new listing must climb.