shape sorter
Skip itStrong incumbent ratings (4.7★) — this niche doesn't clear our bar today.
Price range
Great$9.60–$39.46cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Great$16.36avg listing price — sweet spot $15–$100
Returns
Great2.0%return rate — above 5% kills the launch gate
Market size
Good$619K$619K/yr · 1.2M searches
Competition
Okay61%top-5 click share — leaders hold, buyers still browse
Conversion
Okay3.0%search→purchase rate — share of searches ending in a sale
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Growth
Okay+0.3%90-day search growth — must beat 0% to launch
Review moat
Bad9,421.64avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United States niche tracking, shape sorter is a $619K/yr Amazon United States market (1.2M searches/yr). The top 5 brands hold 86% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 45/100.
Data updated Jul 30, 2026 · scored weekly · How we score niches
shape sorter market data
- Units sold / yr
- 40K–50K
- avg 1,000–1,250/product
- Revenue / yr
- $654K–$818K
- units × avg price
- Conversion rate
- 3.0%
- Avg BSR
- #148
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 68%
- Out of stock
- 0.6%
- Avg brand age
- 42 months
- Avg seller age
- 150 days
Competition & brand share
The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.Brands
13 rising
Sellers
66
Top-5 brand share
86%
Top 20: 100%
Top-5 click share
61%
Top 20: 97%
Open market
11%
- Fisher-Price46%
- Melissa & Doug23%
- Amazon Basics10%
- Zartores3%
- WOODMAM3%
- LiKee3%
- Open — no brand owns it (7 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +0.3% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 4.1×
Top shape sorter search terms
- shape sorter222K/yr
- fisher price baby toys204K/yr
- shape sorters for toddlers 1-3111K/yr
- fisher price wooden toys139K/yr
- fisher price laugh and learn101K/yr
- playskool72K/yr
- fisher price baby99K/yr
- shape sorter toys for toddlers8K/yr
- playskool toys31K/yr
- fisher price wood42K/yr
Top shape sorter 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 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Fisher-Price Babys First Blocks Ages 6+ Months
Fisher-Price$10.564.8★53,965 rev
Melissa & Doug Shape Sorting Cube - Classic Wooden Toy With 12 Shapes
Melissa & Doug$15.824.6★27,036 rev
Amazon Basics Wooden Shape Sorter and Rainbow Stacker Classic Baby Toy Set-Sorting Play for Infants Age 12M+ Medium Multicolor
Amazon Basics$14.454.7★2,078 rev
Fisher-Price Babys First BlocksToy Set Navy Fawn
Fisher-Price$10.394.8★53,965 rev
Fisher-Price Babys First Blocks & Rock-a-Stack Toy Set
Fisher-Price$14.954.8★26,457 rev
Newest
by launch date
Fisher-Price Wood Montessori Toy Object Permanence Box Sort & Find American Montessori Society Seal of Excellence Wooden Shape-Sorter Learning Activity for Baby Ages 1+ Years
Fisher-Price$11.05204 rev
Fisher-Price Wood Montessori Sorting Tree Learning Activity
Fisher-Price$10.18360 rev
Playkidiz Bus Shape Sorter Toy - Kids Block Sorter with 16 Colorful Shapes - Sorting Toys for Toddlers 1-3 - Creative Play Learning Skills Development
Playkidiz$17.4374 rev
Wooden Shape Peg Puzzles for Toddlers 1 2 3 Year Old Boys Girls Gifts: Shape Sorter & Color Match Baby Puzzles 12-18-24 Months - Montessori Toys for 1 2 3 Year Old Toddler Learning Activities
SYHLN$12.53491 rev
Tonberless Montessori Toys for 1 2 3 Year Old Boy Girl Toys for Ages 2-4 Toddlers Kids Baby 1 2 Year Old Boy Girl Birthday Gifts Wooden Learning Puzzles Shape Sorter Toys for Toddlers 1-3
Tonberless$9.692,941 rev
Trending
90-day click momentum
Playskool Pop n Peek Pals Pop-up Activity Toy for Babies and Toddlers Ages 9 Months+ (Amazon Exclusive)
Playskool$19.224.8★
Fisher-Price Hide & Peek Pop-Up Baby Activity Toy
Fisher-Price$19.624.8★
Playkidiz Bus Shape Sorter Toy - Kids Block Sorter with 16 Colorful Shapes - Sorting Toys for Toddlers 1-3 - Creative Play Learning Skills Development
Playkidiz$17.434.5★
HELLOWOOD Montessori Toys for 1+ Year Old Wooden Sorter Cube with 8pcs Rattling Shapes Developmental Learning Toy Gifts for Baby Toddler Boys Girls Gift Packaging
WOODMAM$20.984.8★
Amazon Basics Wooden Shape Sorter and Rainbow Stacker Classic Baby Toy Set-Sorting Play for Infants Age 12M+ Medium Multicolor
Amazon Basics$14.454.7★
What buyers say about shape sorter
What buyers praise and complain about, mined from review topics.What buyers love
“Fun toy”
“Excellent quality”
“They are colorful”
“Great learning tool”
“Good deal”
“I know these toys are durable”
“Sweet product - size was perfect for little one - great first farm experience”
“Great for fine motor skills”
“Given as a gift”
“Good for babies”
What buyers complain about
“Not happy with the quality”
“Broke easily”
“The cube should be larger to accommodate all of the pieces, as well, since once youre near the end the pieces no longer fall nicely in”
“CHOKING HAZARD”
“Dirty, scratched, used”
“some of the shapes are questionably small”
“I think if it made some noise with each pop”
“This poses a significant safety risk”
“The pinchers are difficult to use”
“Needed to return once for the plastic quality”
Top return reasons
Common questions
- Is shape sorter profitable to sell on Amazon United States?
- The niche generates $619K/yr across 22 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +0.3%. Flapen's verdict: Skip it (45/100).
- How competitive is the shape sorter niche?
- 13 brands and 66 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 86% of demand.
- What do buyers complain about in shape sorter?
- Top complaints mined from reviews: Quality-Overall, Durability, Size-Overall. The return rate is 2.0%.
- When does demand for shape sorter peak?
- Demand peaks in Nov–Dec; the busiest month runs 4.1× the quietest.
- What does it cost to enter the shape sorter niche?
- Listings span $9.60–$39.46; the average listing price is $16.36 (sweet spot $15–$100). The average incumbent carries 9,422 reviews — the moat a new listing must climb.