---
title: "Counting Toys — $128K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/toys-games/counting-toys"
last_updated: "2026-08-08T13:41:22.811Z"
locale: en
meta:
description: "Niche score 51/100 · $128K/yr market · 345K searches/yr · $15.49 avg price. Soft demand (-17.8% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 51/100 · $128K/yr market · 345K searches/yr · $15.49 avg price. Soft demand (-17.8% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Counting Toys — $128K/yr Amazon US Niche (2026) - Flapen"
---
# **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.
Market size 29Growth 16Conversion 30Competition 90Returns 79Price range 53Avg price 76Brand share 95Review moat 32Quality gap 22
**Brand share**
**Incredible****40%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****25%**
top-5 click share — an open shelf
**Returns**
**Great****1.8%**
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**
**Okay****3,256.17**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Okay****2.4%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Okay****$128K**
$128K/yr · 345K searches
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-17.8%**
90-day search growth — must beat 0% to launch
**Signals**[** No Dominant Brand**](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, 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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KBlack Friday '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 2.1×
[**Open Trend **](https://flapen.com/research/us/toys-games/counting-toys/trend)
## **Top counting toys search terms**
- **counting toys**58K/yr-13.8%1.2% conv. - **number toys**51K/yr-9.7%1.7% conv. - **counting**46K/yr-26.0%0.5% conv. - **counting toys for toddlers 1-3**27K/yr-1.6%2.0% conv. - **toddler counting toys**16K/yr-20.0%1.3% conv. - **counting toys for kids ages 3-5**19K/yr-45.4%2.1% conv. - **toddler number learning toys**12K/yr-14.3%2.8% conv. - **counting games for kids ages 3-5**12K/yr-23.4%3.6% conv. - **numbers toys**10K/yr+3.5%1.6% conv. - **number games for kids ages 3-5**13K/yr-40.5%2.0% conv. [**All search terms **](https://flapen.com/research/us/toys-games/counting-toys/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.
0%3%$4K6%$8K9%$11K12%$15K1001K10K100K 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**Melissa & Doug Self-Correcting Wooden Number Puzzles with Storage Box (40 pcs)**Melissa & Doug**$11.52**4.7★4,998 rev](https://www.amazon.com/dp/B004PBLXP6) [2**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**$23.34**4.7★197 rev](https://www.amazon.com/dp/B0BZVL5TNM) [3**Melissa & Doug Abacus Classic Wooden Toy with 100 Beads - Preschool Learning Activities and Math Games for Kids Homeschool Essentials for Ages 3+**Melissa & Doug**$13.65**4.8★18,720 rev](https://www.amazon.com/dp/B00005BVRQ) [4**Odoorgames Numbers 1-20 Popsicles Fun Number Toys for Kids Ages 3-5 Learning Numbers & Words for Toddlers Preschool Number Recognition Games**Odoorgames**$16.97**4.8★240 rev](https://www.amazon.com/dp/B0DGV4TJ57) [5**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**$23.08**4.7★2,552 rev](https://www.amazon.com/dp/B0CYT85XT6)
**~~View all top sellers →~~**
### **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**$13.04**150 rev10mo ago](https://www.amazon.com/dp/B0FLDZ7YY3) [**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**$14.48**275 rev1y ago](https://www.amazon.com/dp/B0F6LLGNP5) [**Odoorgames Numbers 1-20 Popsicles Fun Number Toys for Kids Ages 3-5 Learning Numbers & Words for Toddlers Preschool Number Recognition Games**Odoorgames**$16.97**240 rev1y ago](https://www.amazon.com/dp/B0DGV4TJ57) [**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**$15.51**1,111 rev2y ago](https://www.amazon.com/dp/B0D5MSGVQY) [**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**$23.08**2,552 rev2y ago](https://www.amazon.com/dp/B0CYT85XT6)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$13.04**4.6★**▲ 200%**](https://www.amazon.com/dp/B0FLDZ7YY3) [**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**$23.08**4.7★**▲ 74%**](https://www.amazon.com/dp/B0CYT85XT6) [![EK-Memory-fish Number Game P0PP Math Toy Exercise Childrens Logical Thinking Relieve Stress Fidget Game for Teachers to Create a Variety of Math Operations [1-100 Number Table]](https://m.media-amazon.com/images/I/610IJxKAYnL.jpg)**EK-Memory-fish Number Game P0PP Math Toy Exercise Childrens Logical Thinking Relieve Stress Fidget Game for Teachers to Create a Variety of Math Operations \[1-100 Number Table\]**EK-Memory-fish**$7.50**4.7★**▲ 30%**](https://www.amazon.com/dp/B0CCSBN72Z) [**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**$14.48**4.8★**▲ 27%**](https://www.amazon.com/dp/B0F6LLGNP5) [**JOYIN 10 Pcs Number Robots Educational Toys Number Robots Action Figure Learning Toys Easter Basket Stuffers Birthday Gifts for Kids Boys Girls 3 4 5 6 Years Old**JOYIN**$18.47**4.6★**▲ 26%**](https://www.amazon.com/dp/B07V1K8LSH)
**~~View all trending →~~**
## **What buyers say about counting toys**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**35%
*“Fun for kids”*
**Educational-Overall**13%
*“Great Educational Tool”*
**Quality-Overall**9%
*“The build quality is excellent”*
**Color**5%
*“Bright colors”*
**Value For Money**4%
*“GREAT PRODUCT FOR THE PRICE”*
**Gifting Purpose**4%
*“Cute gift”*
**Ease Of Use**4%
*“Easy to use”*
**Durability**3%
*“Durable material”*
**Size-Overall**2%
*“the size is what I expected”*
**Reading/Writing Skills**2%
*“it has help my son to better his math and counting”*
### **What buyers complain about **
**Size-Overall**26%
*“Not a good fit”*
**Quality-Overall**11%
*“Bad quality”*
**Durability**5%
*“Coming apart”*
**Choking**4%
*“CHOKING HAZARD”*
**Magnetic Strength/Adsorption**3%
*“Wish the magnet was stronger”*
**Value For Money**3%
*“A little pricey”*
**Ease Of Use**3%
*“Not easy to work”*
**Thickness**2%
*“Not thick, subpar material”*
**Fun/Entertainment Experience**2%
*“I just found it boring for the grand kids five and up”*
**Color**2%
*“The letters are already losing color”*
### **Top return reasons **
**Size-Overall**28%
**Value For Money**9%
**Quality-Overall**9%
**Defective Material/Parts**8%
**Advertised Vs Actual Product**6%
**Magnetic Strength/Adsorption**5%
**Functionality-Overall**4%
**Gifting Purpose**3%
**Product Condition**2%
**Material Quality**2%
## **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.
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