---
title: "Newborn Tummy Time — $58K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/baby-products/newborn-tummy-time"
last_updated: "2026-08-08T00:16:26.932Z"
locale: en
meta:
description: "Niche score 49/100 · $58K/yr market · 123K searches/yr · $11.57 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · $58K/yr market · 123K searches/yr · $11.57 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Newborn Tummy Time — $58K/yr Amazon US Niche (2026) - Flapen"
---
# **newborn tummy time**
**Skip it**
A small market ($58K/yr) — this niche doesn't clear our bar today.
Market size 14Growth 17Conversion 50Competition 89Returns 91Price range 52Avg price 46Brand share 95Review moat 24Quality gap 17
**Brand share**
**Incredible****38%**
top-5 brand share — no brand owns this niche
**Returns**
**Great****1.2%**
return rate — above 5% kills the launch gate
**Competition**
**Great****26%**
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**
**Good****4.0%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Okay****$11.57**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****6,462.4**
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**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Market size**
**Bad****$58K**
$58K/yr · 123K searches
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=us&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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**
**72**
**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.
30K20KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Mar, Jul · busiest ÷ quietest = 4.9×
[**Open Trend **](https://flapen.com/research/us/baby-products/newborn-tummy-time/trend)
## **Top newborn tummy time search terms**
- **newborn rattle**13K/yr-4.4%4.5% conv. - **soft rattles for newborns**8K/yr+28.2%3.7% conv. - **soft rattles for babies 0-6 months**16K/yr-34.1%3.4% conv. - **rattle teether**9K/yr-8.7%3.4% conv. - **teether rattle**9K/yr-35.0%3.3% conv. - **teething rattle**9K/yr-9.7%3.4% conv. - **chinchines para bebes**7K/yr-12.6%2.9% conv. - **baby rattle teether**7K/yr-14.8%3.6% conv. - **soft baby rattles**10K/yr-36.2%4.8% conv. - **teething rattles for babies**7K/yr-34.7%4.3% conv. [**All search terms **](https://flapen.com/research/us/baby-products/newborn-tummy-time/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.
0%3%$2K6%$3K9%$5K12%$7K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Bright Starts Oball Shaker Rattle Toy Ages Newborn Plus**Bright Starts**$3.84**4.7★46,789 rev](https://www.amazon.com/dp/B008J1QP7Y) [2**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**$9.93**4.8★8,799 rev](https://www.amazon.com/dp/B0B21ZM7LJ) [3**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**$9.96**4.8★2,235 rev](https://www.amazon.com/dp/B07S4HFYVZ) [4**Bright Starts Grab & Spin Baby Rattle & BPA-Free Teether Toy Ages 3 Months+**Bright Starts**$3.49**4.8★21,718 rev](https://www.amazon.com/dp/B000FMQWS2) [5**Baby Einstein Outstanding Opus The Octopus Sensory Rattle & Teether Multi-Use Toy BPA Free & Chillable 3 Months & up Multicolored**Baby Einstein**$5.22**4.8★4,877 rev](https://www.amazon.com/dp/B094DSB19L)
**~~View all top sellers →~~**
### **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**$27.65**43 rev8mo ago](https://www.amazon.com/dp/B0G1JK8Q3G) [**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**$13.56**135 rev8mo ago](https://www.amazon.com/dp/B0FHKN2RXJ) [**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**$8.86**276 rev10mo ago](https://www.amazon.com/dp/B0FPZX3C1L) [**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**$6.58**663 rev11mo ago](https://www.amazon.com/dp/B0FC5WQML8) [**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**$24.33**525 rev1y ago](https://www.amazon.com/dp/B0F62MWKGD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$27.65**4.8★**▲ 185%**](https://www.amazon.com/dp/B0G1JK8Q3G) [**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**$13.56**4.8★**▲ 93%**](https://www.amazon.com/dp/B0FHKN2RXJ) [**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**$8.86**4.8★**▲ 55%**](https://www.amazon.com/dp/B0FPZX3C1L) [**Itzy Ritzy Silicone Rattle Toy Soothing Teething Toy with Soft Jingle Sound & Easy-Grip Textured Handle - for Ages 3 Months and Up (Bear)**Itzy Ritzy**$8.52**4.8★**▲ 45%**](https://www.amazon.com/dp/B0DJ1QYCVQ) [**ChooKaChoo 2-in-1 Baby Teething Rattle Toy Sensory Grasping Teether for Infants 3-12 Months 100% Food-Grade Silicone Easy to Hold Soothing & Developmental BPA Free**ChooKaChoo**$10.57**4.8★**▲ 41%**](https://www.amazon.com/dp/B0CTN1VFXC)
**~~View all trending →~~**
## **What buyers say about newborn tummy time**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**27%
*“Fun gift”*
**Quality-Overall**10%
*“what truly surprised me was the excellent build quality”*
**Color**6%
*“Vibrant colors”*
**Ease Of Use**5%
*“Easy to use”*
**Size-Overall**5%
*“Great size”*
**Value For Money**5%
*“Great value”*
**Soft Feel**4%
*“soft to the touch”*
**Gifting Purpose**4%
*“It was a gift”*
**Grip**4%
*“Easy grip”*
**Ease Of Cleaning**3%
*“Easy clean”*
### **What buyers complain about **
**Size-Overall**16%
*“Small size”*
**Noise Level**7%
*“Noisy”*
**Quality-Overall**5%
*“Bad quality”*
**Choking**4%
*“Choking hazard concern”*
**Hard Feel**4%
*“It's not super soft”*
**Advertised Vs Actual Product**3%
*“Not quite as advertised”*
**Material Quality**3%
*“felt the material is not good either”*
**Value For Money**2%
*“Very cheap”*
**Ease Of Cleaning**2%
*“Cleaning is not the easiest due to the tiny cracks”*
**Weight Heavy**2%
*“Its a bit heavier than I expected it to be”*
### **Top return reasons **
**Size-Overall**27%
**Advertised Vs Actual Product**10%
**Quality-Overall**9%
**Value For Money**8%
**Material Quality**6%
**Defective Material/Parts**5%
**Noise Level**4%
**Hard Feel**3%
**Gifting Purpose**3%
**Functionality-Overall**3%
## **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.
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