tummy time toys
Worth a lookShows a $11.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$11.8M$11.8M/yr · 19.0M searches
Brand share
Incredible40%top-5 brand share — no brand owns this niche
Competition
Great21%top-5 click share — an open shelf
Returns
Great1.5%return rate — above 5% kills the launch gate
Avg price
Great$15.20avg listing price — sweet spot $15–$100
Price range
Good$3.49–$133.61cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good4.1%search→purchase rate — share of searches ending in a sale
Growth
Bad-9.5%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Review moat
Bad13,645.88avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, tummy time toys is a $11.8M/yr Amazon United States market (19.0M searches/yr). The top 5 brands hold 40% of demand. Demand peaks in Jun–Nov–Dec. Verdict: Worth a look — 65/100.
Data updated Jul 10, 2026 · scored weekly · How we score niches
tummy time toys market data
- Units sold / yr
- 800K–1.0M
- avg 8,000–10,000/product
- Revenue / yr
- $12.2M–$15.2M
- units × avg price
- Conversion rate
- 4.1%
- Avg BSR
- #20
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 0.6%
- Avg brand age
- 42 months
- Avg seller age
- 144 days
Competition & brand share
Clicks spread well past the top 5 (21% combined) — an open shelf where new products get seen.Brands
54 flat
Sellers
148
Top-5 brand share
40%
Top 20: 76%
Top-5 click share
21%
Top 20: 53%
Open market
55%
- Baby Einstein14%
- TOHIBEE8%
- Bright Starts7%
- Infinno6%
- Nuby5%
- RAZBABY5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -9.5% search growth over the last 90 days.Peak months: Jun, Nov, Dec · busiest ÷ quietest = 5.5×
Top tummy time toys search terms
- 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
Top tummy time toys 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 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
TOHIBEE$9.524.7★11,323 rev
Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and up
Baby Einstein$33.734.6★25,301 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
Infantino Water Teethers Cooling & Massaging Relief Lime/Blue 3-Pack
Infantino$7.144.6★13,987 rev
Baby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity Mat
Baby Einstein$45.404.7★27,899 rev
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
Vanplay$24.33525 rev
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
Infinno$8.831,346 rev
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
URMYWO$11.372,378 rev
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
Seposeve$6.123,250 rev
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
POIKSHARK$13.052,010 rev
Trending
90-day click momentum2 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
POIKSHARK$13.054.8★
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
Infinno$8.834.8★
Bright Starts Oball Easy Grasp Classic Ball BPA-Free Infant Toy in Red Yellow Green Blue Age Newborn and up 4 Inches
Bright Starts$4.724.8★
Infantino Water Teethers Cooling & Massaging Relief Lime/Blue 3-Pack
Infantino$7.144.6★
Baby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity Mat
Baby Einstein$45.404.7★
What buyers say about tummy time toys
What buyers praise and complain about, mined from review topics.What buyers love
“Very engaging”
“The quality is fair overall”
“Easy to use”
“Good value for money”
“Bright colors”
“Good size”
“keep it clean”
“The material is soft”
“Cute and durable”
“As pictured”
What buyers complain about
“I dont like the fit”
“breaks easily”
“Too quiet”
“Cheap quality”
“Battery life is short”
“not worth the price”
“a choking hazard”
“very flimsy”
“Strong chemical smell”
“will not recharge”
Top return reasons
Common questions
- Is tummy time toys profitable to sell on Amazon United States?
- The niche generates $11.8M/yr across 86 tracked products. 8 of 8 products launched in the last 360 days are still selling. 90-day search growth is -9.5%. Flapen's verdict: Worth a look (65/100).
- How competitive is the tummy time toys niche?
- 54 brands and 148 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 40% of demand.
- What do buyers complain about in tummy time toys?
- Top complaints mined from reviews: Size-Overall, Durability, Noise Level. The return rate is 1.5%.
- When does demand for tummy time toys peak?
- Demand peaks in Jun–Nov–Dec; the busiest month runs 5.5× the quietest.
- What does it cost to enter the tummy time toys niche?
- Listings span $3.49–$133.61; the average listing price is $15.20 (sweet spot $15–$100). The average incumbent carries 13,646 reviews — the moat a new listing must climb.