Tummy Time Toys
PassTummy Time Toys scores 65 out of 100, a Pass. Shoppers spend an estimated $11.8M a year here, demand is soft, at -9.5% this quarter, and an estimated 1.5% of orders come back.
- Flapen Score
- 65 / 100Top 1% of 2,472 Baby Products niches · +21 vs the category median of 4465
- Market size
- $11.8M/yr19.0M searches / yr
- 90-day growth
- -9.5%search demand this quarter
- Competition
- 21%top-5 click share · 54 brands · 148 sellers
Flapen Score
Tummy Time Toys against its category
The dotted line is the Baby Products average. Past it, Tummy Time Toys is stronger. Inside it, weaker.
Market
The Tummy Time Toys market on Amazon at a glance
Shoppers on Amazon United States searched for Tummy Time Toys 19.0M times last year and spent an estimated $11.8M. The top 5 brands take 40% of clicks. Demand peaks in Jun–Nov–Dec. Flapen scores it 65 out of 100, a Pass.
01 · Demand
An estimated 4.1% of those searches ended in a purchase.
Shoppers searched for this 19.0M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 4.1% of those searches ended in a purchase. Searches in the last 90 days moved -9.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated $11.8M a year.
- Searches, last 12 months
- 19.0M
- Growth, 90 days vs prior 90
- -9.5%
- Conversion, latest week
- 4.1%
- Market size, estimated
- $11.8Ma year
- Peak month
- November5.5× the quietest month
- Top search term
- teething toys2.2M searches a year
02 · Price
A sale here is worth $15.20.
Listings sell for $15.20 on average, from $3.49 to $133.61. Amazon reports units sold in ranges, and this niche reaches the top one: 800K units or more a year. The average listing sells 8,000 to 10,000 of them. At $15.20 that is $122K to $152K a year per listing.
- Average price
- $15.20inside the $15 to $100 sweet spot
- Price range
- $3.49–$133.61
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 800K or moreAmazon's top range
- Units per listing a year
- 8,000–10,000
- Revenue per listing a year
- $122K–$152K
- Returns
- 1.5%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
86% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.6% of listings are out of stock. The average listing ranks #20 within Baby Care. It carries 13,646 reviews at 4.68 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 86%
- Prime listings
- 100%
- Out of stock, average day
- 0.6%
- Average rank
- #20in Baby Care
- Average rating
- 4.68 starsAmazon United States average 4.42 stars
- Average reviews
- 13,646per listing
- Listings tracked
- 86
04 · Newcomers
8 of last year's 8 launches cleared the first-year sales bar.
8 products launched here in the last 12 months. 8 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 42 months on average, so the names here are settling in.
- Launched, last 12 months
- 8
- Successful launches
- 8Amazon's first-year sales bar
- Average brand age
- 42 months
Products
Top Tummy Time Toys products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 10, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Baby Montessori Sensory Toys for 0-6 6-12 Months Baby Teether Teething Toys for Babies 0 3 6 9 12 18 Months Newborn Infant Learning Developmental Toys Gifts for 1 2 Year Old Boys Girls
- Price
- $9.52
- Rating
- 4.7/5
- Reviews
- 11,323
- Age
- 2y ago
Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and up
- Price
- $33.73
- Rating
- 4.6/5
- Reviews
- 25,301
- Age
- 9y ago
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
- Price
- $9.93
- Rating
- 4.8/5
- Reviews
- 8,799
- Age
- 3y ago
Infantino Water Teethers Cooling & Massaging Relief Lime/Blue 3-Pack
- Price
- $7.14
- Rating
- 4.6/5
- Reviews
- 13,987
- Age
- 8y ago
Baby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity Mat
- Price
- $45.40
- Rating
- 4.7/5
- Reviews
- 27,899
- Age
- 7y ago
Trending
estimated 90-day click momentum
2 Pack Silicone Baby Fruit Feeder with Mini Freezer Tray Breastmilk Popsicle Molds for Baby Teething Relief Fresh Food Feeder for Safe Infant Self Feeding Extra Food Pouches
- Price
- $13.05
- Rating
- 4.8/5
- Reviews
- 2,010
- Age
- 2y ago
Black and White Baby Books for Newborn - Tummy Time Mirror & Sensory Toys Soft Montessori Toy for Infant Visual Stimulation Brain Development & Early Learning - High Contrast Toys for 0-6 Months
- Price
- $8.83
- Rating
- 4.8/5
- Reviews
- 1,346
- Age
- 1y ago
Bright Starts Oball Easy Grasp Classic Ball BPA-Free Infant Toy in Red Yellow Green Blue Age Newborn and up 4 Inches
- Price
- $4.72
- Rating
- 4.8/5
- Reviews
- 58,088
- Age
- 10y ago
Infantino Water Teethers Cooling & Massaging Relief Lime/Blue 3-Pack
- Price
- $7.14
- Rating
- 4.6/5
- Reviews
- 13,987
- Age
- 8y ago
Baby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity Mat
- Price
- $45.40
- Rating
- 4.7/5
- Reviews
- 27,899
- Age
- 7y ago
Newest
by launch date
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
- Price
- $24.33
- Rating
- 4.8/5
- Reviews
- 525
- Age
- 1y ago
Black and White Baby Books for Newborn - Tummy Time Mirror & Sensory Toys Soft Montessori Toy for Infant Visual Stimulation Brain Development & Early Learning - High Contrast Toys for 0-6 Months
- Price
- $8.83
- Rating
- 4.8/5
- Reviews
- 1,346
- Age
- 1y ago
URMYWO Tummy Time Toys - Black and White High Contrast Baby Toy for Newborn - Baby Visual Stimulation Mirror - Montessori Sensory Crinkle Toy for Infant 0-3-6-12 Months - Boy Girl Shower Gifts
- Price
- $11.37
- Rating
- 4.7/5
- Reviews
- 2,378
- Age
- 1y ago
3 Pack Ring Teether Baby Infant Toys Baby Essentials Silicone Teething Ring Toys for Babies 0-6 Months Seposeve Toddler Teethers 6-12 Months 12-24 Months Infant Teething Relief Purple Pink White
- Price
- $6.12
- Rating
- 4.8/5
- Reviews
- 3,250
- Age
- 2y ago
2 Pack Silicone Baby Fruit Feeder with Mini Freezer Tray Breastmilk Popsicle Molds for Baby Teething Relief Fresh Food Feeder for Safe Infant Self Feeding Extra Food Pouches
- Price
- $13.05
- Rating
- 4.8/5
- Reviews
- 2,010
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 21% of clicks, no more. An open shelf where new products get seen.
Brands
54 flat
Sellers
148
Est. top-5 brand share
40%
Top 20: 76%
Est. top-5 click share
21%
Top 20: 53%
Open market
55%
- Baby Einstein14%
- TOHIBEE8%
- Bright Starts7%
- Infinno6%
- Nuby5%
- RAZBABY5%
Demand
Tummy Time Toys search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jun, Nov, Dec · busiest ÷ quietest = 5.5×
Search terms
Top Tummy Time Toys search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- teething toys2.2M/yr
- tummy time toys2.0M/yr
- baby toys 6-12 months2.3M/yr
- baby toys 0-6 months1.7M/yr
- baby teether toys640K/yr
- 6 month old baby toys1.1M/yr
- newborn toys917K/yr
- infant toys1.4M/yr
- tummy time598K/yr
- teething toys 3-6 months533K/yr
Reviews and returns
What reviews say buyers love and hate about Tummy Time Toys
We read the reviews and the return reasons for every product selling here.
“I dont like the fit”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
21 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Tummy Time Toys questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data