Baby Product Trends: Nursery Necessities
Explore Jungle Scout Cobalt data that shows which nursery products are most popular within Amazon’s Baby category, what shoppers are searching for most, and which brands are leading in rankings and market share.
Market Trends: Year-over-Year
Landscape
view of “nursery” products within Amazon’s Baby category includes baby monitors, glider chairs, rocking chairs, ottomans,
nests,
changing
dressing furniture, nursery storage products, clocks, lamps, mobiles, night lights, picture frames, wall decor, rugs, pillows, window treatments, and miscellaneous nursery decor items.
This
cribs, bassinets, cradles, baby
nursery
and
Competitive
Revenue First-party (1P) vs third-party (3P) sellers Sales Top five products by unit sales: past 90 days Nicetown Thermal Blackout Curtains KeaBabies Toddler Pillow with Pillowcase Lilly’s Love Stuffed Animal Storage Hammocks Indressme XXXL Cotton Rope Basket Bernhard Products Silent Wall Clock Competing brands Revenue Competing products Median price Reviews ↑ 2% 3K ↑ 3% YoY ↓3% 19K ↑ 3% YoY ↓5% ↑ 18% Best-Selling Products 1P 1P 3P 3P 14% ↓ 10% YoY 86% ↓ 1% YoY Sales ↑ 143% Sales ↑ 159% Sales ↓ 19% Sales ↑ 13% Sales ↑ 7%
Market Share Dynamics
Market trends data in this report was gathered using Cobalt’s Market Intelligence feature, which brands use to track market share, research competitor performance, benchmark performance, and more on Amazon.
Market share leaders
Top five brands by market share
Note: Market share trends reflect each brand’s market share within
2 Amazon Market Watch
Market share movers Largest YoY market share growth Largest YoY market share decline
Boon Baby Care
Safavieh
Pagisofe Amdrebio 5% market share ↑ 2% YoY 4% market share ↑ 1% YoY 1% market share ↑ 1% YoY 1% market share ↑ 1% YoY 1% market share ↑ 1% YoY 3% market share ↓ 6% YoY <1% market share ↓ 1% YoY 1% market share ↓ 1% YoY <1% market share ↓ 1% YoY <1% market share ↓ 1% YoY YoY revenue trend YoY revenue trend YoY revenue trend YoY revenue trend YoY revenue trend YoY unit sales trend YoY unit sales trend YoY unit sales trend YoY unit sales trend YoY unit sales trend Average price Average price Average price Average price Average price ↑ 22% YoY ↑ 58% YoY ↓ 71% YoY ↑ 21% YoY ↑ 55% YoY ↑ 43% YoY ↑ 59% YoY ↓ 69% YoY ↑ 27% YoY ↑ 55% YoY $193.93 ↓ 6% YoY $25.18 ↑ 5% YoY $25.43 ↓ 1% YoY $27.32 ↓ 2% YoY $23.51 ↓ 10% YoY 1 2 3 4 5
Storkcraft KeaBabies OIAHOMY
Nicetown
DaVinci
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products
only.
the nursery
niche
Keyword Trends
Most-searched keywords | Past 30 days
Keyword
Nursery
Newborn
Nursery
Baby
Baby
Baby
Baby
Diaper
Baby
The keyword and share of voice data shown here comes from Cobalt’s Digital Shelf Analytics feature, which provides brands with a detailed picture of how consumers search on Amazon and how competitors rank for important keywords.
Search terms with growing popularity | Past 30 days
Keyword Baby
Baby
Baby
Woven
Data
reflects keywords related to the term “nursery” within the Baby category. Competition represents the level of competition for the keyword based on factors such as the number of sellers and product listings competing for visibility.
reflects keywords related to the term “nursery” within the Baby category. Competition represents the level of competition for the keyword based on factors such as the number of sellers and product listings competing for visibility. Ranked by total search volume Ranked by 30-day search growth trend
Data
must haves
decor
nursery
organizer
storage
decor
organizer
room
nursery
Girl
furniture sets for nursery
nursery decor for boys
clothing dividers
Woodland
Baby
nursery furniture set
stuff organizer
diaper caddy with dividers
baby
Size dividers
clothes
nursery must haves Egg light for nursery Search trend +62% +58% +48% +44% +41% +41% +40% +38% +36% +34% Search volume 923,206 417,183 326,999 194,507 191,715 160,342 153,062 146,580 94,476 76,692 Search volume 1,952 1,690 2,907 1,026 540 540 540 1,050 14,160 7,399 Competition* Low Low Low Low Low Low Low Low Low Moderate
Baby nursery storage Baby
Search trend -2% -2% +4% +1% -1% -4% -3% -5% +1% +8% Competition* Very High Low High Moderate Low Low Low Moderate Low Low
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Product Trends
Share of voice (SOV) leaders
Top brands and products by share of voice*
Brands and retailers use Cobalt’s Ad Accelerator feature to optimize their Amazon advertising campaigns with advanced targeting and automation that enables them to put keywords and share of voice insights into action.
Keyword: Nursery decor
Top brands
Keyword: Baby nursery must haves
brands
Keyword: Baby organizer
brands Top ranking products
ranking products
Top
Top
Top
Top
ranking products
Kibaga
Pampers
Mr. Pen
Vasagle
Univivi
Dr. Talbot’s Veronly 29% SOV 26% SOV 26% SOV 25% SOV 18% SOV 21% SOV 14% SOV 15% SOV 19% SOV
Munchkin
Zicoto
Mirolam Stuffed Animal Storage Net
Univivi Hanging Nursery Organizer
Volnamal Baby Diaper Caddy
Zicoto Floating Shelves Set
Munchkin Diaper Change Organizer
Mr. Pen Baby Diaper Caddy Organizer
Klogtsind Magnetic Curtain Tiebacks
Bagail Velvet Infant/Toddler Clothes Hangers
higher
on page
more share of voice.
Munchkin Diaper Change Organizer
*Data reflects weighted SOV; products with an Amazon Choice Badge and
position
receive
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Product Trends
Share of voice (SOV) leaders
Top brands and products by share of voice*
Keyword: Baby nursery furniture set
Keyword: Baby clothing dividers
Keyword: Egg light for nursery
Top brands Top brands Top brands Top ranking products Top ranking products Top ranking products
Sorelle Furniture
Pro Goleem
Child Craft 3 Sprouts MediAcous Delta Children Kibaga Anico 47% SOV 25% SOV 45% SOV 46% SOV 19% SOV 20% SOV 4% SOV 16% SOV 11% SOV
Jolywell
Sorelle Furniture Palisades Nursery Set
3 Sprouts Baby and Toddler Hanger Closet Dividers
Jolywell Portable Egg Night Light
Sorelle Furniture 3-Piece Nursery Set
Giftacity Baby Closet Dividers
MediAcous Baby Night Light
Child Craft Scout 3-Piece Nursery Set
Pro Goleem Baby Closet Organizers
*Data reflects weighted SOV; products with an Amazon Choice Badge and higher position on page receive more share of voice.
ZuzuKid Touch Control Baby Night Light
Key Takeaways
Prices are trending down.
Prices are down 5% in this market overall, and four of the top five market share leaders have decreased their prices in the past year. Brands selling in this niche should keep a close eye on pricing trends to ensure they are responding to consumers’ cost expectations without devaluing their products by dropping lower than their lowest-priced competitors.
Keyword research can pay off big in this niche.
While this market boasts high search volume for various terms, the level of competition for those terms varies widely, leaving brands with an opportunity to discover, target, and rank for new keywords. Look for long-tail keywords that highlight a unique feature or theme of your product (e.g., woodland nursery decor or nursery decor for girls).
Product trends: Toy bins and night lights
Among and beyond the best-selling products in this niche, specific trends are emerging. The top five search terms in this market related to organizational bins for nursery items like toys and blankets have garnered more than 15M searches in the last 30 days. Though not as high-volume, searches for night lights are also ramping up: In the last 30 days, all of the top-five branded search terms are for night lights.
Get more data on Amazon’s Baby category:
Amazon Category Snapshot: Toys, Games, and Baby Products
Learn which brands, products, and searches are leading in Amazon’s Toys & Games and Baby categories.
Amazon Data Download: Baby Products
Explore seasonality in Amazon’s Baby category and learn about the biggest factors that influence sales in this market.
5 Best and 5 Worst Categories on Amazon
See where the Baby category ranks in our list of the best and worst categories to sell in on Amazon.
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8 Amazon Market Watch
About
This Report
Data represents the U.S. market and reflects estimates based on a sampling of approximately 19,000 products in the specified niche. Year-over-year trends reflect June 8, 2023 - June 6, 2024, compared to June 8, 2022 - June 7, 2023. 90-day trends reflect the period of March 9, 2024 - June 6, 2024, compared to December 9, 2023 - March 8, 2024. 30-day trends reflect the period of May 8, 2024 - June 6, 2024, compared to April 7, 2024 - May 7, 2024.
We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a link to this page. For requests or media assets, contact press@junglescout.com.
