Is newborn tummy time profitable to sell on Amazon United States?

The niche generates $58K/yr across 62 tracked products. 8 of 13 products launched in the last 360 days are still selling. 90-day search growth is -16.9%. Flapen's verdict: Skip it (49/100).

How competitive is the newborn tummy time niche?

40 brands and 72 sellers compete. The top 5 products take 26% of clicks and top 5 brands hold 38% of demand.

What do buyers complain about in newborn tummy time?

Top complaints mined from reviews: Size-Overall, Noise Level, Quality-Overall. The return rate is 1.2%.

When does demand for newborn tummy time peak?

Demand peaks in Mar–Jul; the busiest month runs 4.9× the quietest.

What does it cost to enter the newborn tummy time niche?

Listings span $3.49–$27.65; the average listing price is $11.57 (sweet spot $15–$100). The average incumbent carries 6,462 reviews — the moat a new listing must climb.

newborn tummy time

Skip it

A small market ($58K/yr) — this niche doesn't clear our bar today.

Brand share

Incredible38%

top-5 brand share — no brand owns this niche

Returns

Great1.2%

return rate — above 5% kills the launch gate

Competition

Great26%

top-5 click share — an open shelf

Price range

Good$3.49–$27.65

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Good4.0%

search→purchase rate — share of searches ending in a sale

Avg price

Okay$11.57

avg listing price — sweet spot $15–$100

Review moat

Bad6,462.4

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-16.9%

90-day search growth — must beat 0% to launch

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Market size

Bad$58K

$58K/yr · 123K searches

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, newborn tummy time is a $58K/yr Amazon United States market (123K searches/yr). The top 5 brands hold 38% of demand. Demand peaks in Mar–Jul. Verdict: Skip it — 49/100.

Data updated Jul 10, 2026 · scored weekly · How we score niches

newborn tummy time market data

Units sold / yr: 6K–8K; avg 0–100/product
Revenue / yr: $69K–$93K; units × avg price
Conversion rate: 4.0%
Avg BSR: #80
Page quality: 0%
Prime: 100%
Sponsored: 79%
Out of stock: 1.2%
Avg brand age: 45 months
Avg seller age: 174 days

Competition & brand share

Clicks spread well past the top 5 (26% combined) — an open shelf where new products get seen.

Brands

40 falling

Sellers

Top-5 brand share

38%

Top 20: 80%

Top-5 click share

26%

Top 20: 62%

Open market

58%

Bright Starts16%
Itzy Ritzy7%
Infinno6%
Baby Einstein5%
HAHA Baby4%
Burt's Bees Baby4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -16.9% search growth over the last 90 days.

Peak months: Mar, Jul · busiest ÷ quietest = 4.9×

Open Trend

Top newborn tummy time search terms

newborn rattle13K/yr -4.4%4.5% conv.
soft rattles for newborns8K/yr +28.2%3.7% conv.
soft rattles for babies 0-6 months16K/yr -34.1%3.4% conv.
rattle teether9K/yr -8.7%3.4% conv.
teether rattle9K/yr -35.0%3.3% conv.
teething rattle9K/yr -9.7%3.4% conv.
chinchines para bebes7K/yr -12.6%2.9% conv.
baby rattle teether7K/yr -14.8%3.6% conv.
soft baby rattles10K/yr -36.2%4.8% conv.
teething rattles for babies7K/yr -34.7%4.3% conv.

All search terms

Top newborn tummy time 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Bright Starts Oball Shaker Rattle Toy Ages Newborn Plus

Bright Starts$3.844.7★46,789 rev

Infinno Baby Wrist Rattle Socks and Foot Finder Set Perfect Baby Toys for 0-12 Months Newborn Boys and Girls As Shower Gifts Garden Bug Series

Infinno$9.934.8★8,799 rev

HAHA Baby Teething Rattle Toys Infant Girl Boy Learning Toy Newborn Soft Handbell Grab Shaker Crinkle Squeaky Sensory Travel Accessories for 0 3 6 9 12 Months Old

HAHA Baby$9.964.8★2,235 rev

Bright Starts Grab & Spin Baby Rattle & BPA-Free Teether Toy Ages 3 Months+

Bright Starts$3.494.8★21,718 rev

Baby Einstein Outstanding Opus The Octopus Sensory Rattle & Teether Multi-Use Toy BPA Free & Chillable 3 Months & up Multicolored

Baby Einstein$5.224.8★4,877 rev

Newest

by launch date

Joey Monty Bella Bunny Soft Baby Rattle Toys for Babies 0-6 Months (2 Pack) High Contrast Baby Toys for Newborn Plush Baby Rattles & Rings Baby Girl Gift

Joey Monty$27.6543 rev

8mo ago

iPlay iLearn Baby Shaker Rattle Toy Babies Teething Sensory Toys 3-6-12 Month Infant Development Tummy Time Animal Rattles Set Newborn First Birthday Gift 4 5 7 8 9 10 Month Old Toddlers Boy Girl

iPlay, iLearn$13.56135 rev

8mo ago

Itzy Ritzy Silicone Rattle Toy Soothing Teething Toy with Soft Jingle Sound & Easy-Grip Textured Handle - for Ages 3 Months and Up (Bunny)

Itzy Ritzy$8.86276 rev

10mo ago

VTECHOLOGY Baby Teething Rings Toys for 0-6 6-12 Months Baby Rattle Teether Sensory Toys for Babies 0-24Months Silicone Teether Relief Chew Soothing Sore Gums for Newborn Infant Essentials BPA Free

VTECHOLOGY$6.58663 rev

11mo ago

Baby Rattles & Teethers Set Baby Toys 0-6 Months Teething Toys 3-6 Months Sensory Toys with Soft Textures Gentle Sounds & Easy-Grip Shape Neutral Newborn Gift10-Pack

Vanplay$24.33525 rev

1y ago

What buyers say about newborn tummy time

What buyers praise and complain about, mined from review topics.

What buyers love

Fun/Entertainment Experience27%

“Fun gift”

Quality-Overall10%

“what truly surprised me was the excellent build quality”

Color6%

“Vibrant colors”

Ease Of Use5%

“Easy to use”

Size-Overall5%

“Great size”

Value For Money5%

“Great value”

Soft Feel4%

“soft to the touch”

Gifting Purpose4%

“It was a gift”

Grip4%

“Easy grip”

Ease Of Cleaning3%

“Easy clean”

What buyers complain about

Size-Overall16%

“Small size”

Noise Level7%

“Noisy”

Quality-Overall5%

“Bad quality”

Choking4%

“Choking hazard concern”

Hard Feel4%

“It's not super soft”

Advertised Vs Actual Product3%

“Not quite as advertised”

Material Quality3%

“felt the material is not good either”

Value For Money2%

“Very cheap”

Ease Of Cleaning2%

“Cleaning is not the easiest due to the tiny cracks”

Weight Heavy2%

“Its a bit heavier than I expected it to be”

Top return reasons

Size-Overall27%

Advertised Vs Actual Product10%

Quality-Overall9%

Value For Money8%

Material Quality6%

Defective Material/Parts5%

Noise Level4%

Hard Feel3%

Gifting Purpose3%

Functionality-Overall3%

Common questions

Is newborn tummy time profitable to sell on Amazon United States?: The niche generates $58K/yr across 62 tracked products. 8 of 13 products launched in the last 360 days are still selling. 90-day search growth is -16.9%. Flapen's verdict: Skip it (49/100).
How competitive is the newborn tummy time niche?: 40 brands and 72 sellers compete. The top 5 products take 26% of clicks and top 5 brands hold 38% of demand.
What do buyers complain about in newborn tummy time?: Top complaints mined from reviews: Size-Overall, Noise Level, Quality-Overall. The return rate is 1.2%.
When does demand for newborn tummy time peak?: Demand peaks in Mar–Jul; the busiest month runs 4.9× the quietest.
What does it cost to enter the newborn tummy time niche?: Listings span $3.49–$27.65; the average listing price is $11.57 (sweet spot $15–$100). The average incumbent carries 6,462 reviews — the moat a new listing must climb.