Is counting toys profitable to sell on Amazon United States?

The niche generates $128K/yr across 69 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is -17.8%. Flapen's verdict: Worth a look (51/100).

How competitive is the counting toys niche?

52 brands and 116 sellers compete. The top 5 products take 25% of clicks and top 5 brands hold 40% of demand.

What do buyers complain about in counting toys?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 1.8%.

When does demand for counting toys peak?

Demand peaks in Nov–Dec; the busiest month runs 2.1× the quietest.

What does it cost to enter the counting toys niche?

Listings span $4.56–$26.64; the average listing price is $15.49 (sweet spot $15–$100). The average incumbent carries 3,256 reviews — the moat a new listing must climb.

counting toys

Worth a look

Shows no brand lock-in (top 5 brands take 40% of clicks), but soft demand (-17.8% this quarter) keeps it on the watch list.

Brand share

Incredible40%

top-5 brand share — no brand owns this niche

Competition

Great25%

top-5 click share — an open shelf

Returns

Great1.8%

return rate — above 5% kills the launch gate

Avg price

Great$15.49

avg listing price — sweet spot $15–$100

Price range

Good$4.56–$26.64

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

Review moat

Okay3,256.17

avg incumbent reviews — the moat a new listing must climb

Conversion

Okay2.4%

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

Market size

Okay$128K

$128K/yr · 345K searches

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Growth

Bad-17.8%

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

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, counting toys is a $128K/yr Amazon United States market (345K searches/yr). The top 5 brands hold 40% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 51/100.

Data updated Jul 30, 2026 · scored weekly · How we score niches

counting toys market data

Units sold / yr: 8K–10K; avg 100–250/product
Revenue / yr: $124K–$155K; units × avg price
Conversion rate: 2.4%
Avg BSR: #264
Page quality: 0%
Prime: 100%
Sponsored: 96%
Out of stock: 0.1%
Avg brand age: 40 months
Avg seller age: 158 days

Competition & brand share

Clicks spread well past the top 5 (25% combined) — an open shelf where new products get seen.

Brands

52 falling

Sellers

116

Top-5 brand share

40%

Top 20: 73%

Top-5 click share

25%

Top 20: 57%

Open market

57%

Melissa & Doug17%
Learning Resources8%
Odoorgames7%
ISMETACU6%
Play-Act3%
Peaceable Kingdom3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -17.8% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.1×

Open Trend

Top counting toys search terms

counting toys58K/yr -13.8%1.2% conv.
number toys51K/yr -9.7%1.7% conv.
counting46K/yr -26.0%0.5% conv.
counting toys for toddlers 1-327K/yr -1.6%2.0% conv.
toddler counting toys16K/yr -20.0%1.3% conv.
counting toys for kids ages 3-519K/yr -45.4%2.1% conv.
toddler number learning toys12K/yr -14.3%2.8% conv.
counting games for kids ages 3-512K/yr -23.4%3.6% conv.
numbers toys10K/yr +3.5%1.6% conv.
number games for kids ages 3-513K/yr -40.5%2.0% conv.

All search terms

Top counting 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.

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

Melissa & Doug Self-Correcting Wooden Number Puzzles with Storage Box (40 pcs)

Melissa & Doug$11.524.7★4,998 rev

ISMETACU Wooden Montessori Number Blocks for Toddlers Counting Peg Board for Kids Age 3 4 5 Preschool Learning Toys Ideal for Kids 3 4 5 Years Old

ISMETACU$23.344.7★197 rev

Melissa & Doug Abacus Classic Wooden Toy with 100 Beads - Preschool Learning Activities and Math Games for Kids Homeschool Essentials for Ages 3+

Melissa & Doug$13.654.8★18,720 rev

Odoorgames Numbers 1-20 Popsicles Fun Number Toys for Kids Ages 3-5 Learning Numbers & Words for Toddlers Preschool Number Recognition Games

Odoorgames$16.974.8★240 rev

Play-Act Learning Toy for Toddlers 1 2 3 Years Old Counting Matching & Sorting Montessori Learning Farm Train Including 9 Farm Animals Birthday Gift for Baby Boys Girls

Play-Act$23.084.7★2,552 rev

Newest

by launch date

Quliwise 2-in-1 Math Manipulatives Number Counting Blocks Toys & Teaching Clock Preschool Learning Activities for Toddlers 2-4 Educational Montessori Toys for 3 4 5 Year Old Boys Girls Birthday Gift

Quliwise$13.04150 rev

10mo ago

Number Dinosaur Toys for Kids 3-5 Montessori Educational Toys for 3 4 5 Year Old Boy Girl Gifts Toddler Dino Travel Toy Preschool Learning Activities Double Sided Dinosaurs Numbers Matching Game

Gagule$14.48275 rev

1y ago

Odoorgames Numbers 1-20 Popsicles Fun Number Toys for Kids Ages 3-5 Learning Numbers & Words for Toddlers Preschool Number Recognition Games

Odoorgames$16.97240 rev

1y ago

MOTREE Preschool Learning Toys for Toddlers 2-4 Educational Math Manipulatives Number Counting Blocks for Kids Montessori Toys for 3-5 Year Old Boys Girls Birthday Gifts

MOTREE$15.511,111 rev

2y ago

Play-Act Learning Toy for Toddlers 1 2 3 Years Old Counting Matching & Sorting Montessori Learning Farm Train Including 9 Farm Animals Birthday Gift for Baby Boys Girls

Play-Act$23.082,552 rev

2y ago

What buyers say about counting toys

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

What buyers love

Fun/Entertainment Experience35%

“Fun for kids”

Educational-Overall13%

“Great Educational Tool”

Quality-Overall9%

“The build quality is excellent”

Color5%

“Bright colors”

Value For Money4%

“GREAT PRODUCT FOR THE PRICE”

Gifting Purpose4%

“Cute gift”

Ease Of Use4%

“Easy to use”

Durability3%

“Durable material”

Size-Overall2%

“the size is what I expected”

Reading/Writing Skills2%

“it has help my son to better his math and counting”

What buyers complain about

Size-Overall26%

“Not a good fit”

Quality-Overall11%

“Bad quality”

Durability5%

“Coming apart”

Choking4%

“CHOKING HAZARD”

Magnetic Strength/Adsorption3%

“Wish the magnet was stronger”

Value For Money3%

“A little pricey”

Ease Of Use3%

“Not easy to work”

Thickness2%

“Not thick, subpar material”

Fun/Entertainment Experience2%

“I just found it boring for the grand kids five and up”

Color2%

“The letters are already losing color”

Top return reasons

Size-Overall28%

Value For Money9%

Quality-Overall9%

Defective Material/Parts8%

Advertised Vs Actual Product6%

Magnetic Strength/Adsorption5%

Functionality-Overall4%

Gifting Purpose3%

Product Condition2%

Material Quality2%

Common questions

Is counting toys profitable to sell on Amazon United States?: The niche generates $128K/yr across 69 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is -17.8%. Flapen's verdict: Worth a look (51/100).
How competitive is the counting toys niche?: 52 brands and 116 sellers compete. The top 5 products take 25% of clicks and top 5 brands hold 40% of demand.
What do buyers complain about in counting toys?: Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 1.8%.
When does demand for counting toys peak?: Demand peaks in Nov–Dec; the busiest month runs 2.1× the quietest.
What does it cost to enter the counting toys niche?: Listings span $4.56–$26.64; the average listing price is $15.49 (sweet spot $15–$100). The average incumbent carries 3,256 reviews — the moat a new listing must climb.