dory toys
Skip itA small market ($44K/yr) — this niche doesn't clear our bar today.
Avg price
Great$19.61avg listing price — sweet spot $15–$100
Price range
Great$6.64–$78.51cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Great1.5%return rate — above 5% kills the launch gate
Brand share
Good67%top-5 brand share — brands hold most of the demand
Review moat
Okay1,674.5avg incumbent reviews — the moat a new listing must climb
Competition
Okay57%top-5 click share — leaders hold, buyers still browse
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-6.5%90-day search growth — must beat 0% to launch
Conversion
Bad1.8%search→purchase rate — share of searches ending in a sale
Market size
Bad$44K$44K/yr · 126K searches
According to Flapen's Amazon United States niche tracking, dory toys is a $44K/yr Amazon United States market (126K searches/yr). The top 5 brands hold 67% of demand. Demand peaks in Dec. Verdict: Skip it — 43/100.
Data updated Jul 30, 2026 · scored weekly · How we score niches
dory toys market data
- Units sold / yr
- 2K–3K
- avg 0–100/product
- Revenue / yr
- $39K–$49K
- units × avg price
- Conversion rate
- 1.8%
- Avg BSR
- #4,029
- Page quality
- 0%
- Prime
- 79%
- Sponsored
- 29%
- Out of stock
- 10.3%
- Avg brand age
- 45 months
- Avg seller age
- 158 days
Competition & brand share
The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.Brands
17 falling
Sellers
85
Top-5 brand share
67%
Top 20: 100%
Top-5 click share
57%
Top 20: 95%
Open market
28%
- SwimWays23%
- MIWEN16%
- Disney Store14%
- Tonies8%
- Crayola6%
- Disney5%
Demand & seasonality
Weekly Amazon search volume, last 91 weeks — -6.5% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 2.2×
Top dory toys search terms
- finding dory toys43K/yr
- dory toys29K/yr
- dory plush12K/yr
- finding nemo figurines7K/yr
- finding nemo gifts6K/yr
- finding dory plush6K/yr
- nemo toys for toddlers 1-39K/yr
- finding nemo toys for toddlers 1-34K/yr
- dory toy6K/yr
- baby dory4K/yr
Top dory 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
SwimWays Disneys Finding Dory Mr. Rays Dive and Catch Game for Ages 5+
SwimWays$17.334.7★7,658 rev
Kid Shower Toy Baby Bath Squirt Toys Shark Bathtub Water Toys 4pcs Toddlers Infant Swimming Pool Toys for Birthday Gifts Summer Beach Pool Activity
MIWEN$9.764.7★618 rev
Disney Store Official Finding Dory Plush - Dory Soft Toy with Embroidered Features & Detailed Scultping - Collectible Pixar Plushy for Fans & Kids
Disney Store$35.044.8★263 rev
Tonies Dory Audio Toy Figurine from Disney and Pixars Finding Dory
Tonies$19.974.8★369 rev
SwimWays Disney Finding Dory Dive Characters Diving Toys (3-Pack) Bath Toys & Pool Party Supplies for Kids Ages 5 and Up
SwimWays$24.264.8★1,363 rev
Newest
by launch date
JA-RU Disney Stretchy Toys Nemo Figures Squish & Pull Toys. 1 (Unit) Finding Nemo Calming Fidget Toy Stress Toys Birthday Gifts for Kids Boys & Girls. W/ Ball C-6900-1T
JA-RU$8.46226 rev
Tonies Dory Audio Toy Figurine from Disney and Pixars Finding Dory
Tonies$19.97369 rev
Bright Starts Disney Finding Nemo Pop N Sit Portable Booster Indoor/Outdoor Use Floor Seat with Feeding Tray 6 Mos - 3 Yrs
Bright Starts$32.0010,387 rev
Wild Republic Coral Reef Surgeonfish Stuffed Animal - 6
WILD REPUBLIC$11.9920 rev
No Hole Mold Free Baby Bath Toys for Kids Ages 1-3 Water Toys for 6-12 Months Infants with Storage Bag Baby Shark Toys for Pool Bathtub Beach Shower Tub Ideal Gifts for Kids Boys and Girls
Masagotti$21.12717 rev
Trending
90-day click momentum
Disney Finding Dory Shark Destiny 17 Plush
Disney$78.515.0★
Disney Finding Dory Hank Soft Touch PVC Key Holder
Disney$7.584.2★
JA-RU Disney Stretchy Toys Nemo Figures Squish & Pull Toys. 1 (Unit) Finding Nemo Calming Fidget Toy Stress Toys Birthday Gifts for Kids Boys & Girls. W/ Ball C-6900-1T
JA-RU$8.464.3★
Ty Beanie Sparkle Finding Dory Fish Reg 6 Plush
Beanie Buddies$27.524.4★
Wild Republic Coral Reef Surgeonfish Stuffed Animal - 6
WILD REPUBLIC$11.994.2★
What buyers say about dory toys
What buyers praise and complain about, mined from review topics.What buyers love
“So much fun”
“Good quality and arrived on time”
“Good gift”
“Exactly as advertised”
“Perfect size”
“the quality is durable”
“price is good”
“really easy to use”
“Its engaging, fun, and a wonderful addition to his collection”
“So cute and sturdy”
What buyers complain about
“larger than what I expected”
“definitely NOT worth the price”
“The straps are in a weird spot when I buckle my baby up”
“Cheap”
“You cant fill them with water”
“Didnt work”
“The bathtub attachments are stick-ons rather than a suction cup”
“Grandson won't even play with them”
“Not easily, which makes it difficult to get water out for hygienic purposes”
“mine came deflated”
Top return reasons
Common questions
- Is dory toys profitable to sell on Amazon United States?
- The niche generates $44K/yr across 24 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -6.5%. Flapen's verdict: Skip it (43/100).
- How competitive is the dory toys niche?
- 17 brands and 85 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 67% of demand.
- What do buyers complain about in dory toys?
- Top complaints mined from reviews: Size-Overall, Value For Money, Strap/String Quality. The return rate is 1.5%.
- When does demand for dory toys peak?
- Demand peaks in Dec; the busiest month runs 2.2× the quietest.
- What does it cost to enter the dory toys niche?
- Listings span $6.64–$78.51; the average listing price is $19.61 (sweet spot $15–$100). The average incumbent carries 1,675 reviews — the moat a new listing must climb.