---
title: "Dory Toys — $44K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/toys-games/dory-toys"
last_updated: "2026-08-08T16:33:35.158Z"
locale: en
meta:
description: "Niche score 43/100 · $44K/yr market · 126K searches/yr · $19.61 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · $44K/yr market · 126K searches/yr · $19.61 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Dory Toys — $44K/yr Amazon US Niche (2026) - Flapen"
---
# **dory toys**
**Skip it**
A small market ($44K/yr) — this niche doesn't clear our bar today.
Market size 11Growth 22Conversion 22Competition 47Returns 85Price range 86Avg price 87Brand share 64Review moat 48Quality gap 24
**Avg price**
**Great****$19.61**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$6.64–$78.51**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Returns**
**Great****1.5%**
return rate — above 5% kills the launch gate
**Brand share**
**Good****67%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Okay****1,674.5**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Okay****57%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-6.5%**
90-day search growth — must beat 0% to launch
**Conversion**
**Bad****1.8%**
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 ~~](https://flapen.com/research/methodology)
## **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.
5K4KHoliday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Dec · busiest ÷ quietest = 2.2×
[**Open Trend **](https://flapen.com/research/us/toys-games/dory-toys/trend)
## **Top dory toys search terms**
- **finding dory toys**43K/yr-11.8%1.1% conv. - **dory toys**29K/yr-9.7%1.6% conv. - **dory plush**12K/yr+0.5%1.7% conv. - **finding nemo figurines**7K/yr+17.2%0.9% conv. - **finding nemo gifts**6K/yr-6.8%0.4% conv. - **finding dory plush**6K/yr+16.9%0.8% conv. - **nemo toys for toddlers 1-3**9K/yr-4.5%1.4% conv. - **finding nemo toys for toddlers 1-3**4K/yr+2.3%1.8% conv. - **dory toy**6K/yr-34.3%1.5% conv. - **baby dory**4K/yr+5.1%0.7% conv. [**All search terms **](https://flapen.com/research/us/toys-games/dory-toys/search-terms)
## **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.
0%5%$2K10%$4K15%$7K20%$9K1101001K10K100K 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**SwimWays Disneys Finding Dory Mr. Rays Dive and Catch Game for Ages 5+**SwimWays**$17.33**4.7★7,658 rev](https://www.amazon.com/dp/B0171TRGTA) [2**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**$9.76**4.7★618 rev](https://www.amazon.com/dp/B097DTJVWC) [3**Disney Store Official Finding Dory Plush - Dory Soft Toy with Embroidered Features & Detailed Scultping - Collectible Pixar Plushy for Fans & Kids**Disney Store**$35.04**4.8★263 rev](https://www.amazon.com/dp/B0CBCT6L1G) [4**Tonies Dory Audio Toy Figurine from Disney and Pixars Finding Dory**Tonies**$19.97**4.8★369 rev](https://www.amazon.com/dp/B0DFKRLJZY) [5**SwimWays Disney Finding Dory Dive Characters Diving Toys (3-Pack) Bath Toys & Pool Party Supplies for Kids Ages 5 and Up**SwimWays**$24.26**4.8★1,363 rev](https://www.amazon.com/dp/B0171TR5K0)
**~~View all top sellers →~~**
### **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**$8.46**226 rev8mo ago](https://www.amazon.com/dp/B0G2CXXM9N) [**Tonies Dory Audio Toy Figurine from Disney and Pixars Finding Dory**Tonies**$19.97**369 rev1y ago](https://www.amazon.com/dp/B0DFKRLJZY) [**Bright Starts Disney Finding Nemo Pop N Sit Portable Booster Indoor/Outdoor Use Floor Seat with Feeding Tray 6 Mos - 3 Yrs**Bright Starts**$32.00**10,387 rev2y ago](https://www.amazon.com/dp/B0D6S311SR) [**Wild Republic Coral Reef Surgeonfish Stuffed Animal - 6**WILD REPUBLIC**$11.99**20 rev2y ago](https://www.amazon.com/dp/B0CGM28975) [**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**$21.12**717 rev2y ago](https://www.amazon.com/dp/B0CFDRMJWV)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Disney Finding Dory Shark Destiny 17 Plush**Disney**$78.51**5.0★**▲ 144%**](https://www.amazon.com/dp/B01HLLZ03C) [**Disney Finding Dory Hank Soft Touch PVC Key Holder**Disney**$7.58**4.2★**▲ 119%**](https://www.amazon.com/dp/B01KKVS8KW) [**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**$8.46**4.3★**▲ 116%**](https://www.amazon.com/dp/B0G2CXXM9N) [**Ty Beanie Sparkle Finding Dory Fish Reg 6 Plush**Beanie Buddies**$27.52**4.4★**▲ 78%**](https://www.amazon.com/dp/B0B9KTVNV1) [**Wild Republic Coral Reef Surgeonfish Stuffed Animal - 6**WILD REPUBLIC**$11.99**4.2★**▲ 34%**](https://www.amazon.com/dp/B0CGM28975)
**~~View all trending →~~**
## **What buyers say about dory toys**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**23%
*“So much fun”*
**Quality-Overall**13%
*“Good quality and arrived on time”*
**Gifting Purpose**11%
*“Good gift”*
**Advertised Vs Actual Product**9%
*“Exactly as advertised”*
**Size-Overall**7%
*“Perfect size”*
**Durability**6%
*“the quality is durable”*
**Value For Money**4%
*“price is good”*
**Ease Of Use**4%
*“really easy to use”*
**Collectibles**3%
*“Its engaging, fun, and a wonderful addition to his collection”*
**Strength**2%
*“So cute and sturdy”*
### **What buyers complain about **
**Size-Overall**32%
*“larger than what I expected”*
**Value For Money**8%
*“definitely NOT worth the price”*
**Strap/String Quality**8%
*“The straps are in a weird spot when I buckle my baby up”*
**Quality-Overall**6%
*“Cheap”*
**Water Resistance**6%
*“You cant fill them with water”*
**Functionality-Overall**5%
*“Didnt work”*
**Add-Ons/Attachments**3%
*“The bathtub attachments are stick-ons rather than a suction cup”*
**Fun/Entertainment Experience**3%
*“Grandson won't even play with them”*
**Ease Of Use**3%
*“Not easily, which makes it difficult to get water out for hygienic purposes”*
**Inflation/Deflation**3%
*“mine came deflated”*
### **Top return reasons **
**Size-Overall**32%
**Advertised Vs Actual Product**11%
**Value For Money**10%
**Functionality-Overall**6%
**Defective Material/Parts**5%
**Color**5%
**Quality-Overall**4%
**Gifting Purpose**3%
**Material Quality**3%
**Audio Quality**3%
## **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.
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