shapes
Skip itA small market ($64K/yr) — this niche doesn't clear our bar today.
Returns
Great1.7%return rate — above 5% kills the launch gate
Avg price
Good$13.74avg listing price — sweet spot $15–$100
Brand share
Good67%top-5 brand share — brands hold most of the demand
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Conversion
Okay3.9%search→purchase rate — share of searches ending in a sale
Price range
Okay$7.50–$21.67cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Bad7,765.23avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-8.6%90-day search growth — must beat 0% to launch
Market size
Bad$64K$64K/yr · 120K searches
According to Flapen's Amazon United States niche tracking, shapes is a $64K/yr Amazon United States market (120K searches/yr). The top 5 brands hold 67% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 43/100.
Data updated Jul 30, 2026 · scored weekly · How we score niches
shapes market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- $69K–$82K
- units × avg price
- Conversion rate
- 3.9%
- Avg BSR
- #168
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 85%
- Out of stock
- 1.7%
- Avg brand age
- 41 months
- Avg seller age
- 169 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
18 rising
Sellers
59
Top-5 brand share
67%
Top 20: 100%
Top-5 click share
50%
Top 20: 92%
Open market
28%
- Fisher-Price29%
- Melissa & Doug20%
- Winbar7%
- D Dailyfunn6%
- Tonberless5%
- JOLSNAF5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.6% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 2.2×
Top shapes search terms
- shapes for toddlers 1-324K/yr
- shape toys for toddlers 1-318K/yr
- shape toys18K/yr
- shapes toys10K/yr
- shapes toys for toddlers 1-38K/yr
- shape toy6K/yr
- toddler shapes learning toys8K/yr
- shapes for toddlers7K/yr
- shapes toy4K/yr
- toddler shapes4K/yr
Top shapes 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
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
Wooden Puzzles for Toddlers 3-5 Boys & Girls Montessori Toddler
Winbar$11.414.2★1,616 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$9.694.6★2,941 rev
JOLSNAF Montessori Wooden Peg Shape Puzzles for Toddlers
JOLSNAF$7.504.5★117 rev
Newest
by launch dateJOLSNAF Montessori Wooden Peg Shape Puzzles for Toddlers
JOLSNAF$7.50117 rev
Atoylink Montessori Toys Shape Sorter for Toddlers Wooden Stacking Blocks Nesting Boxes Baby Everyday Objects Shape Sorting Toys Matching Games Preschool Learning Toys for Boys Girls
Atoylink$21.6773 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
Odoorgames 60 Pieces 3D Shapes for Teaching - Geometric Solids for Kids Light Table Manipulatives Translucent Toys
Odoorgames$18.55213 rev
Trending
90-day click momentumJOLSNAF Montessori Wooden Peg Shape Puzzles for Toddlers
JOLSNAF$7.504.5★
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★
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★
LovesTown 209 PCS Shapes Wooden Pattern Blocks for Kids
LovesTown$12.334.5★
Wooden Puzzles for Toddlers 3-5 Boys & Girls Montessori Toddler
Winbar$11.414.2★
What buyers say about shapes
What buyers praise and complain about, mined from review topics.What buyers love
“Fun toy”
“Good quality”
“Great learning tool”
“Bright colors”
“Great sizes for not having to worry about small pieces”
“GREAT PRODUCT FOR THE PRICE”
“Durable construction”
“Helps with fine motor skills”
“It was a gift”
“A good color variety of the shapes”
What buyers complain about
“Tiny pieces”
“Very poor quality control”
“CHOKING HAZARD”
“Broke easily”
“The shapes are small”
“Dirty, scratched, used”
“one piece fell off”
“The board is thin”
“hard to pick up”
“The picture is deceiving”
Top return reasons
Common questions
- Is shapes profitable to sell on Amazon United States?
- The niche generates $64K/yr across 26 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Skip it (43/100).
- How competitive is the shapes niche?
- 18 brands and 59 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 67% of demand.
- What do buyers complain about in shapes?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Choking. The return rate is 1.7%.
- When does demand for shapes peak?
- Demand peaks in Nov–Dec; the busiest month runs 2.2× the quietest.
- What does it cost to enter the shapes niche?
- Listings span $7.50–$21.67; the average listing price is $13.74 (sweet spot $15–$100). The average incumbent carries 7,765 reviews — the moat a new listing must climb.