1 Year Old Toys Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
1 Year Old Toys sales on Amazon US totaled 319,000 units in July 2026 (▼ 16.7% vs. the prior month), generating an estimated $7,316,640 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 33.9% of unit volume and 37.1% of revenue, while a typical listing is priced at $22.41. The keyword itself pulled 43,349 Amazon queries over the same period (▲ 15.0% MoM).
Zooming out to the 12-month window ending July 2026, the 1 year old toys Top 50 moved 4,721,000 units and $102,388,349 in cumulative sales — an average of 393,417 units and $8,532,362 per month. Monthly throughput topped out at 989,000 units in December 2025 and dipped to 166,000 in May 2026, leaving the latest reading 4.9% higher than August 2025.
1 Year Old Toys Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
319K
▼ 16.7% MoM
Monthly Revenue 2026/07
$7.3M
▼ 33.9% MoM
Top 10 Market Share 2026/07
33.9%
1 Year Old Toys Market Share & Sales Concentration on Amazon US — July 2026
The most-sold 1 year old toys listing on Amazon US in July 2026 is ASIN B08SGH7NKX (Brand: SEREED), which sold 20,000 units at $31.99 apiece — equal to 6.3% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 108,000 units and $2,716,980 in July 2026 — 33.9% of unit volume and 37.1% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for '1 Year Old Toys' on Amazon
July 2026
Is 33.9% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B08SGH7NKX
SEREED Baby Balance Bike for 1 Year Old Boy Girl, First Birthday Gift Toy | 12-24 Months Toddler Bike, First Learning Ride on Toys, 4 Silent Wheels Indoor Outdoor Baby Walker, Green
20K
▼ 33.3%vs. prior month
$619.6K
latest month
12-month trend
B01K1K0K6M
Step2 Rain Showers Splash Pond Toddler Water Table, Outdoor Kids Water Sensory Table, Ages 18+ Months, 13 Piece Water Toy Accessories, Blue & Green | Easy to Assemble, Easy to Clean & Drain, 13 Accessories, Durable, Holds up to 5 Gallons, Toddler Outdoor Sensory Play Table
10K
▼ 80.0%vs. prior month
$814.1K
latest month
12-month trend
B07B6ZN7P8
LeapFrog Learning Friends 100 Words Book
10K
▲ 0.0%vs. prior month
$197.9K
latest month
12-month trend
B07NXDJ52C
Sassy Stacks of Circles Stacking Ring STEM Learning Toy, Age 6+ Months, Multi, 9 Piece Set
10K
▲ 0.0%vs. prior month
$99.8K
latest month
12-month trend
B0BTBV51KY
iPlay, iLearn Baby Press to Go Car Toys for Toddlers 1-3, 1 Yr Old Boy Gift | Infant Play Vehicle Set, Push Go Friction Car, Montessori Toy for 6-9-12-18 Months, 1st Birthday Gifts for 1-2 Years Old Girl
10K
▲ 0.0%vs. prior month
$179.9K
latest month
12-month trend
B0BYNDL3SW
Chuya Baby Teether Toy Chew Toys for Babies 3-24 Months | TV Remote Control Shape Teething Relief for Infants (Black)
10K
▲ 0.0%vs. prior month
$58.7K
latest month
12-month trend
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Best 1 Year Old Toys Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
SEREED is the best-performing 1 year old toys brand in July 2026, moving 20,000 units across 1 ASIN for 18.5% of Top 10 volume. Step2 follows with 10,000 units (9.3%), ahead of LeapFrog on 10,000 units (9.3%).
Volume is spread across 10 brands, with the top three holding 37.0% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $19.97 to $84.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
SEREED
1 ASIN in Top 10
18.5%
Units
20K
Revenue
$619.6K
Avg. price
$31.99
B08SGH7NKX
$31.99·★4.8·16.5K revsSEREED Baby Balance Bike for 1 Year Old Boy Girl, First Birthday Gift Toy | 12-24 Months Toddler Bike, First Learning Ride on Toys, 4 Silent Wheels Indoor Outdoor Baby Walker, Green
Units sold20K
Step2
1 ASIN in Top 10
9.3%
Units
10K
Revenue
$814.1K
Avg. price
$84.99
B01K1K0K6M
$84.99·★4.7·23.9K revsStep2 Rain Showers Splash Pond Toddler Water Table, Outdoor Kids Water Sensory Table, Ages 18+ Months, 13 Piece Water Toy Accessories, Blue & Green | Easy to Assemble, Easy to Clean & Drain, 13 Accessories, Durable, Holds up to 5 Gallons, Toddler Outdoor Sensory Play Table
Units sold10K
LeapFrog
1 ASIN in Top 10
9.3%
Units
10K
Revenue
$197.9K
Avg. price
$19.97
B07B6ZN7P8
$19.97·★4.8·96K revsLeapFrog Learning Friends 100 Words Book
Units sold10K
Trending 1 Year Old Toys Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B087D97N58 booked 9K units at $22.54, with ▲ 0.0% MoM change. On the growth side, B0FTMSQGZ4 leads positive momentum with ▲ 300.0% MoM growth on 4K units, with B09PDPYC2T close behind at ▲ 100.0% MoM on 6K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B087D97N58
ArtCreativity Bubble Lawn Mower for Toddlers 1-3, Bubble Machine for 1-Year-Old Girl Gifts, Toddler Outdoor Toys for 2-Year-Old Girl Birthday Gift, Push Summer Gardening Toys for Toddlers Age 1 2 3 +
Price
$22.54
Rating
4.3
Reviews
12.1K
Latest month sales
B0FTMSQGZ4
Chuckle & Roar Pop It Book, Colors, English & Spanish, Quiet Mode, 1–4+ | English & Spanish Color Toddler Learning Toys, Quiet Mode Option, Sturdy Plastic Sensory Toys, Busy Book for Toddlers 1-3
Price
$24.97
Rating
4.7
Reviews
420
Latest month sales
B09PDPYC2T
Hunfur Interactive Dancing Talking Cactus Toy, Repeat What You Say | Singing Recording with LED Lights, Sensory Development & Motor Skill Building, Birthday Gift for Boy Girl
Unlock to view ASIN details and product titles
Price
$19.99
Rating
4.4
Reviews
3.3K
Latest month sales
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