Across multiple baby product categories, top brands have significantly strengthened their market positions. For instance, the top five brands in the travel products niche alone have collectively increased their market share by nearly 20% year-over-year. This trend underscores the importance of brand recognition and the need for competitors to enhance their visibility through strategic marketing efforts.
While some subcategories, such as Health & Safety products, have seen a rise in demand and sales, others, like Nursery Necessities, have experienced a decline in pricing, with prices dropping by 5% year-over-year. Brands must stay attuned to these fluctuations, adjusting their pricing and product strategies to align with evolving consumer expectations.
The power of keywords and consumer reviews cannot be overstated. With high search volumes across keywords like “baby carrier” and “baby bottles,” brands that effectively leverage keyword optimization and encourage customer reviews are better positioned to capture market share. Additionally, the significant increase in customer reviews across categories indicates growing consumer engagement, making it imperative for brands to capitalize on positive feedback.
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The baby product market on Amazon is vast, dynamic, and continuously evolving. This comprehensive report delves into the latest trends across four critical subcategories within the Baby category—Nursery Necessities, Health & Safety, Travel Products, and Feeding Products. By leveraging Jungle Scout Cobalt’s extensive data, we uncover the most popular products, emerging keywords, leading brands, and crucial shifts in market share.
Whether you’re a brand looking to gain a competitive edge or a retailer aiming to understand the current landscape, this report provides the essential data-driven insights needed to navigate and succeed in the ever-competitive Amazon marketplace.
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.
First-party (1P) vs third-party (3P) sellers Sales
Top five products by unit sales: past 90 days
Market share leaders
Top five brands by market share
Keyword
Nursery
Newborn must haves
Nursery
Baby nursery
Baby
Baby
Baby
Diaper
Baby
Girl
Woven
Size
Data
Top brands and products by share of voice*
Keyword: Nursery decor
Keyword: Baby nursery must haves
Keyword: Baby organizer
Top brands Top brands Top brands
Top ranking products
ranking products
Explore Jungle Scout Cobalt insights for health, safety, and personal care products within Amazon’s Baby category. This report highlights the most sought-after items, frequent shopper searches, and leading brands in market share and rankings.
Sales
First-party (1P) vs third-party (3P) sellers
This view of health, safety & personal care products within Amazon’s Baby category includes baby bathing, grooming, hair care, and skin care products; baby scales, thermometers, medication, and other health care products; pacifiers, teethers, and teething relief products; babyproofing products; safety gates and locks; and baby monitors.
Top five products by unit sales: past 90 days
Boudreaux’s Butt Paste Diaper Rash Cream
Baby NoseFrida Nasal Aspirator
Top five brands by market share
Largest YoY market share growth
YoY market share decline
Keyword
Baby essentials
Baby monitor
Newborn essentials
Baby bath
Baby proofing
Baby wash
Baby shampoo
Baby bathtub
Baby camera
Diaper cream
Keyword
Top brands and products by share of voice*
Keyword: Baby monitor
Keyword: Baby bath
Keyword: Diaper cream
HelloBaby Baby Monitor with Camera and Audio
VTech Upgraded Audio Baby Monitor
VTech VM819 Baby Monitor
Angelcare Baby Bath Support
Frida Baby Grow-with-Me Baby Bathtub
Blooming Bath Baby Bath Seat
*Data reflects weighted SOV; products with an Amazon Choice Badge and higher position on page receive more share of voice.
Boudreaux’s Butt Paste Diaper Rash Cream
Desitin Maximum Strength Diaper Rash Cream
Aquaphor Baby Diaper Rash Paste
Get valuable insights on travel products within Amazon’s Baby category from Jungle Scout Cobalt. Explore top-selling products, popular search keywords, leading brands, and more.
Top five brands by market share
5
Toddler
Carseat
Double
Stroller
Top brands and products by share of voice*
Keyword: Car seat
Keyword: Stroller
Top brands Top brands
Get Jungle Scout Cobalt data on feeding product trends within Amazon’s Baby category. See what people are searching for and spending on, and learn which brands are leading the market. This view of feeding products within Amazon’s Baby category includes baby bottles, bottle brushes, bottle warmers, and other baby bottle accessories; bibs and burp cloths; high chairs; breast pumps, nursing pillows, and other breastfeeding products; and baby food/formula.
Top five brands by market share
Top brands and products by share of voice*
Keyword: Nursing pillow Top brands
Top ranking products Boppy My Brest Friend
SOV
Boppy Nursing Pillow with Removable Cover
Momcozy Original Nursing Pillow
My Brest Friend Deluxe Nursing Pillow
Keyword: Bibs
brands
Twinkle
Keyword: Baby bottles
PandaEar Set of 3 Silicone Baby Bibs
POIKSHARK Muslin Baby Bibs
MairMore 100% Cotton Bibs for Feeding and Drooling
*Data reflects weighted SOV; products with an Amazon Choice Badge and higher position on page receive more share of voice.
Baby Bottles 4-pack Dr. Brown’s Natural Flow Baby Bottles Evenflo Feeding Classic Baby Bottles
Brand: MomMed
trends
6%
Product
↑ 36% YoY MomMed Electric Baby Bottle Brush
Brand: Plum Organics 30-day trends
2% YoY “MomMed wearable breast pump”
Organics pouches”
Little Remedies 30-day trends
Brand: Toddleroo by North States
trends
Product
17% YoY “Little Remedies gas drops” Sales ↑ 2% YoY Little Remedies New Baby Essentials Kit
“Toddleroo by North States baby gate”
↓ 8% YoY Toddleroo by North States Supergate Baby Gate Searches ↑ 7%
Brand: Tula
30-day trends
Brand: Bugaboo 30-day trends
Brand: Baby Jogger 30-day trends
Brand: Mam 30-day trends
Best-Selling Product
Tula Lite Compact Baby Carrier
Sales ↓ 25% YoY
“Tula baby carrier”
branded keyword Searches ↓ 20%
Best-Selling Product
Bugaboo Butterfly Ultra-Compact Stroller
Most-searched branded keyword
“Bugaboo butterfly stroller” Sales ↑ 14% YoY
Searches ↓ 2%
Best-Selling Product Most-searched branded keyword Searches ↓ 11%
Baby Jogger City Tour 2 Travel Stroller
Sales ↓ 27% YoY
Product
“Baby Jogger City Tour 2”
“MAM pacifier”
This report provides comprehensive insights into the U.S. baby product market, with data reflecting estimates based on a sampling of approximately 20,000 products across key subcategories. The analysis includes year-over-year trends from June 8, 2023, to June 6, 2024, compared to June 8, 2022, to June 7, 2023, as well as data from June 13, 2023, to June 11, 2024, compared to June 13, 2022, to June 12, 2023, and from July 4, 2023, to July 2, 2024, compared to July 2, 2022, to July 3, 2023. Additionally, it covers 90-day trends for the periods of March 9, 2024, to June 6, 2024, compared to December 9, 2023, to March 8, 2024, and April 3, 2024, to July 2, 2024, compared to January 3, 2024, to April 2, 2024. The report also includes 30-day trends from May 8, 2024, to June 6, 2024, compared to April 7, 2024, to May 7, 2024, as well as data from May 13, 2024, to June 11, 2024, compared to April 12, 2024, to May 12, 2024, and from June 3, 2024, to July 2, 2024, compared to May 3, 2024, to June 2, 2024.
Get data on the latest trends for games and electronic toys in Amazon’s Toys & Games Category.
We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a link to this page.
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Over the past decade, Jungle Scout has gathered a wealth of data points through continuous monitoring and analysis of Amazon. The tools used to build this report are the same ones that 1 million+ sellers, enterprise brands, retailers, and agencies use daily to make confident decisions and develop effective strategies on Amazon. See how our tools can help your business grow with a demo.
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