Researched profile. The figures here are modelled by us from public information, published with the sources they were drawn from. How we research.
Read Sep 2026. Figures here are a reading taken then, not a live feed.
| Keyword | Searches a month | Organic rank | Their ads | Cost per click | Ad spend a month |
|---|---|---|---|---|---|
| 1 year old toys | 106,321 | — | 25% of ads | $0.87 | $712 |
| nursery decor | 80,422 | — | None | $0.51 | $0 |
| 1st birthday girl gifts | 60,384 | — | None | $1.03 | $0 |
| personalized baby gifts | 48,165 | #54 | None | $0.75 | $0 |
| wooden puzzles for toddlers 1-3 | 42,684 | #39 | None | $0.94 | $0 |
| first birthday gifts for boys | 41,664 | — | under 1% of ads | $0.86 | under $1 |
| letras personalizadas para decorar | 28,108 | #23 | None | $1.03 | $0 |
| gift for 1 year old girl | 21,739 | — | 34% of ads | $0.89 | $209 |
| baby keepsake box | 21,121 | — | None | $0.72 | $0 |
| gifts for 1 + year old girl | 20,423 | — | 14% of ads | $0.89 | $82 |
| trick or treat sign | 17,694 | #56 | None | $0.73 | $0 |
| custom puzzle | 17,607 | #36 | None | $0.78 | $0 |
| wooden baby toys | 15,301 | — | 34% of ads | $1.28 | $212 |
| first birthday gifts | 15,262 | — | 26% of ads | $1.05 | $130 |
| baby name sign | 14,993 | #17 | 3% of ads | $0.54 | $7 |
| name puzzle | 14,616 | #3 | 2% of ads | $0.91 | $8 |
| first birthday | 14,064 | — | 19% of ads | $0.74 | $62 |
| name sign | 12,671 | #20 | None seen | $0.50 | $0 |
| personalized baby girl gifts | 12,196 | #12 | 19% of ads | $1.09 | $80 |
| baby busy board | 12,089 | #65 | None | $0.35 | $0 |
| custom name sign | 11,763 | #17 | None seen | $1.31 | $0 |
| busy board for 1+ year old | 11,540 | #87 | None | $0.57 | $0 |
| busy board for babies 6-12 months | 10,737 | #48 | None seen | — | $0 |
| name puzzles for toddlers 1-3 | 9,815 | #1 | None | $1.16 | $0 |
| baby keepsake | 9,621 | — | None | $0.70 | $0 |
| baby puzzles | 9,527 | #44 | under 1% of ads | $0.87 | under $1 |
| sensory board | 9,196 | #58 | None seen | $0.35 | $0 |
| baby first birthday gift | 9,177 | — | 19% of ads | $0.95 | $53 |
| letreros personalizados | 9,161 | #51 | None seen | — | $0 |
| nombres personalizados para decorar | 8,295 | #7 | under 1% of ads | $0.53 | under $1 |
| name signs for kids room | 7,722 | #6 | None seen | $1.07 | $0 |
| nursery decor boy | 7,635 | — | 34% of ads | $0.35 | $28 |
| wood puzzles for toddlers 1-3 | 7,358 | #41 | None seen | — | $0 |
| name sign for nursery | 6,941 | #2 | under 1% of ads | $1.19 | under $1 |
| baby girl first birthday gift | 6,887 | #67 | None | $0.87 | $0 |
| personalized baby boy gifts | 6,664 | #18 | 15% of ads | $0.87 | $27 |
| baby halloween basket | 6,320 | #56 | None seen | $1.13 | $0 |
| custom baby stuff | 6,318 | — | under 1% of ads | $1.12 | under $1 |
| personalized puzzle | 5,819 | #10 | None | $0.96 | $0 |
| nursery name sign | 5,572 | #2 | 1% of ads | $1.56 | $2 |
| customized baby gifts | 5,507 | #27 | 14% of ads | $0.90 | $22 |
| wooden toys for 1 year old | 5,498 | — | None | $0.89 | $0 |
| baby puzzle | 5,454 | — | 3% of ads | $0.86 | $4 |
| gift for one year old girl | 5,359 | — | 26% of ads | $0.86 | $37 |
| baby halloween blanket | 5,318 | #53 | None seen | $1.36 | $0 |
| custom wood sign | 5,310 | #22 | None seen | $1.38 | $0 |
| wall letters | 4,952 | — | 26% of ads | $0.41 | $16 |
| toys for 18 month old girls | 4,920 | — | 15% of ads | $0.94 | $22 |
| 2 year old montessori toys | 4,895 | — | 1% of ads | $0.35 | under $1 |
| boy or girl sign | 4,782 | — | under 1% of ads | $0.35 | under $1 |
Jungle Scout, for the best-selling listings of the name puzzles, school signs, busy boards and the rest: exact-match monthly searches and the best organic position any of them held. “Their ads” is the brand’s share of the sponsored results where Jungle Scout’s share of voice was read, weighted by position; elsewhere, the best sponsored rank among them. Cost per click is Amazon’s own suggested exact bid. Ad spend a month is the modelled cost on that keyword: these fifty carry $1,713 of the $2,730, and the rest sits on smaller searches — every one of them is in the next table. Positions move by the hour; this is one reading.
| Keyword | Product | Searches a month | Their ads | Cost per click | Ad spend a month |
|---|---|---|---|---|---|
| 1 year old toys | Personalised name puzzles | 106,321 | 25% of ads | $0.87 | $711.80 |
| wooden baby toys | Personalised name puzzles | 15,301 | 34% of ads | $1.28 | $211.77 |
| gift for 1 year old girl | Personalised name puzzles | 21,739 | 34% of ads | $0.89 | $209.20 |
| first birthday gifts | Personalised name puzzles | 15,262 | 26% of ads | $1.05 | $129.96 |
| gifts for 1 + year old girl | Personalised name puzzles | 20,423 | 14% of ads | $0.89 | $81.72 |
| personalized baby girl gifts | Personalised name puzzles | 12,196 | 19% of ads | $1.09 | $79.68 |
| first birthday | Personalised name puzzles | 14,064 | 19% of ads | $0.74 | $62.38 |
| wooden signs | Other signs and gifts | 1,282 | 59% of ads | $2.44 | $58.34 |
| baby first birthday gift | Personalised name puzzles | 9,177 | 19% of ads | $0.95 | $53.10 |
| wooden name puzzle | Personalised name puzzles | 1,530 | 82% of ads | $1.52 | $39.09 |
| gift for one year old girl | Personalised name puzzles | 5,359 | 26% of ads | $0.86 | $37.38 |
| monogrammed baby gifts | Personalised name puzzles | 3,873 | 35% of ads | $0.80 | $34.01 |
| top 10 gifts for 2 year old girl | Personalised name puzzles | 3,778 | 26% of ads | $0.94 | $28.74 |
| nursery decor boy | Other signs and gifts | 7,635 | 34% of ads | $0.35 | $28.48 |
| personalized baby boy gifts | Personalised name puzzles | 6,664 | 15% of ads | $0.87 | $26.65 |
| personalized baby gifts boy | Personalised name puzzles | 1,750 | 56% of ads | $0.85 | $26.37 |
| wooden name puzzles for toddlers 1-3 | Personalised name puzzles | 1,042 | 63% of ads | $1.19 | $24.49 |
| customized baby gifts | Personalised name puzzles | 5,507 | 14% of ads | $0.90 | $22.28 |
| toys for 18 month old girls | Personalised name puzzles | 4,920 | 15% of ads | $0.94 | $21.95 |
| personalized baby items | Personalised name puzzles | 2,115 | 37% of ads | $0.88 | $21.50 |
| personalized puzzle for 1 year old | Personalised name puzzles | 895 | 60% of ads | $1.28 | $21.41 |
| wooden name signs for nursery | Personalised name puzzles | 2,455 | 17% of ads | $1.48 | $19.95 |
| baby boy personalized gifts | Personalised name puzzles | 1,183 | 60% of ads | $0.84 | $18.86 |
| customized baby items | Personalised name puzzles | 1,676 | 45% of ads | $0.72 | $16.88 |
| wood name signs for nursery | Personalised name puzzles | 836 | 50% of ads | $1.28 | $16.64 |
| wall letters | Other signs and gifts | 4,952 | 26% of ads | $0.41 | $16.47 |
| hes here baby sign | Other signs and gifts | 2,957 | 26% of ads | $0.68 | $16.26 |
| adoption gifts for girls | Personalised name puzzles | 1,529 | 27% of ads | $1.23 | $15.66 |
| puzzles for 1+ year old | Personalised name puzzles | 1,275 | 36% of ads | $1.03 | $14.78 |
| baby room decor girl | Other signs and gifts | 2,173 | 60% of ads | $0.35 | $14.39 |
| tous for 1+ year old girl | Montessori busy boards | 3,821 | 33% of ads | $0.36 | $14.16 |
| baby girl 1st birthday decorations | Personalised name puzzles | 2,383 | 25% of ads | $0.73 | $13.89 |
| board puzzles for toddlers 1-3 | Personalised name puzzles | 1,361 | 34% of ads | $0.93 | $13.49 |
| puzzle toddler | Personalised name puzzles | 2,280 | 20% of ads | $0.90 | $13.16 |
| puzzle for 1 year old | Personalised name puzzles | 1,959 | 20% of ads | $1.03 | $12.96 |
| wall sign | Other signs and gifts | 2,127 | 25% of ads | $0.72 | $12.24 |
| creative gifts for a one year old girl | Personalised name puzzles | 2,498 | 18% of ads | $0.84 | $12.15 |
| wooden letters for wall | Other signs and gifts | 931 | 49% of ads | $0.80 | $11.47 |
| custom name puzzle | Personalised name puzzles | 3,777 | 10% of ads | $0.87 | $10.70 |
| personalized baby gifts girl | Personalised name puzzles | 1,312 | 26% of ads | $0.98 | $10.60 |
| custom baby sign | Other signs and gifts | 708 | 60% of ads | $0.79 | $10.16 |
| wall decor nursery | Other signs and gifts | 876 | 57% of ads | $0.63 | $9.95 |
| wooden name puzzles | Personalised name puzzles | 963 | 25% of ads | $1.29 | $9.88 |
| busy board baby | Personalised name puzzles | 1,345 | 27% of ads | $0.87 | $9.83 |
| kids name puzzle | Personalised name puzzles | 623 | 38% of ads | $1.32 | $9.68 |
| baby nursery decor boy | Other signs and gifts | 719 | 53% of ads | $0.80 | $9.63 |
| bike license plate | Other signs and gifts | 1,596 | 19% of ads | $0.99 | $9.58 |
| girls first birthday | Personalised name puzzles | 903 | 34% of ads | $0.99 | $9.53 |
| nursery name wall decor | Other signs and gifts | 1,132 | 40% of ads | $0.61 | $8.66 |
| sensory play for toddlers 1-3 | Montessori busy boards | 2,373 | 33% of ads | $0.35 | $8.55 |
| best gifts for 1 year old | Personalised name puzzles | 710 | 34% of ads | $1.12 | $8.47 |
| climbing blocks for 1 year old | Personalised name puzzles | 2,274 | 15% of ads | $0.76 | $8.37 |
| name puzzle | Personalised name puzzles | 14,616 | 2% of ads | $0.91 | $8.31 |
| out door toys for toddlers 1-3 | Personalised name puzzles | 1,285 | 27% of ads | $0.77 | $8.27 |
| best gift for 1 year old girl | Personalised name puzzles | 1,186 | 25% of ads | $0.86 | $8.15 |
| kids room wallpaper | Other signs and gifts | 3,294 | 22% of ads | $0.35 | $7.84 |
| custom baby name sign | Personalised name puzzles | 2,085 | 15% of ads | $0.79 | $7.74 |
| personalized puzzles for toddlers 1-3 | Personalised name puzzles | 1,405 | 14% of ads | $1.19 | $7.60 |
| gifts for 12 month old girl | Personalised name puzzles | 830 | 34% of ads | $0.84 | $7.47 |
| 1 year old puzzles | Personalised name puzzles | 1,733 | 15% of ads | $0.90 | $7.31 |
| baby personalized items | Personalised name puzzles | 450 | 45% of ads | $1.14 | $7.18 |
| personalized name puzzle for 1+ year old | Personalised name puzzles | 450 | 40% of ads | $1.26 | $7.08 |
| first birthday gift ideas | Personalised name puzzles | 1,565 | 14% of ads | $1.00 | $7.04 |
| baby name sign | Other signs and gifts | 14,993 | 3% of ads | $0.54 | $7.02 |
| peg puzzles for 1 year old | Personalised name puzzles | 724 | 35% of ads | $0.87 | $6.96 |
| customize baby stuff | Personalised name puzzles | 1,301 | 14% of ads | $1.18 | $6.93 |
| mothers day craft for toddler | Personalised name puzzles | 450 | 48% of ads | $1.00 | $6.71 |
| letters for wall decor | Other signs and gifts | 1,533 | 19% of ads | $0.78 | $6.69 |
| wooden name tags | Other signs and gifts | 1,704 | 21% of ads | $0.59 | $6.63 |
| birthday boy 1 year old | Personalised name puzzles | 450 | 34% of ads | $1.36 | $6.52 |
| family signs | Other signs and gifts | 1,197 | 34% of ads | $0.51 | $6.51 |
| baby's first birthday gifts | Personalised name puzzles | 1,110 | 19% of ads | $0.95 | $6.32 |
| top 10 gifts for 1 year old | Personalised name puzzles | 1,052 | 19% of ads | $1.00 | $6.31 |
| wooden name | Personalised name puzzles | 786 | 26% of ads | $0.99 | $6.28 |
| amazon baby gift cards | Personalised name puzzles | 450 | 58% of ads | $0.74 | $6.08 |
| best baby girl gifts 2026 | Personalised name puzzles | 450 | 25% of ads | $1.64 | $5.90 |
| wishlists by name | Personalised name puzzles | 450 | 59% of ads | $0.70 | $5.88 |
| personalized busy board | Personalised name puzzles | 450 | 30% of ads | $1.39 | $5.82 |
| name wall decal | Other signs and gifts | 2,016 | 19% of ads | $0.47 | $5.76 |
| unique 1st birthday gifts for girls | Personalised name puzzles | 921 | 19% of ads | $0.98 | $5.41 |
| baby boy gifts personalized | Personalised name puzzles | 450 | 47% of ads | $0.79 | $5.22 |
| custom family name sign | Other signs and gifts | 791 | 15% of ads | $1.43 | $5.16 |
| wooden letters for nursery | Personalised name puzzles | 450 | 36% of ads | $1.02 | $5.13 |
| montessori puzzles for 1 year old | Personalised name puzzles | 792 | 18% of ads | $1.11 | $5.09 |
| 1 year baby girl gifts | Personalised name puzzles | 450 | 35% of ads | $1.01 | $5.05 |
| babies first birthday gift | Personalised name puzzles | 450 | 34% of ads | $0.95 | $4.63 |
| unique baby gifts for girls | Personalised name puzzles | 450 | 34% of ads | $0.91 | $4.42 |
| name letters for wall decor | Other signs and gifts | 967 | 18% of ads | $0.78 | $4.37 |
| toddler boy birthday | Personalised name puzzles | 450 | 25% of ads | $1.19 | $4.29 |
| top baby girl gifts 2026 | Personalised name puzzles | 686 | 26% of ads | $0.75 | $4.17 |
| birthday gifts for a 1 year old girl | Personalised name puzzles | 450 | 34% of ads | $0.85 | $4.13 |
| bike license plate personalized | Other signs and gifts | 631 | 26% of ads | $0.80 | $4.08 |
| mini license plates for kids | Other signs and gifts | 450 | 18% of ads | $1.55 | $4.03 |
| letters for nursery wall | Other signs and gifts | 450 | 61% of ads | $0.45 | $3.90 |
| 1 year old room essentials | Personalised name puzzles | 450 | 34% of ads | $0.80 | $3.84 |
| baby puzzle | Personalised name puzzles | 5,454 | 3% of ads | $0.86 | $3.77 |
| 1 year birthday | Personalised name puzzles | 450 | 38% of ads | $0.68 | $3.69 |
| wooden name letters | Personalised name puzzles | 450 | 74% of ads | $0.35 | $3.67 |
| baby name wall decor | Other signs and gifts | 1,368 | 17% of ads | $0.48 | $3.49 |
| birthday gifts for baby girls age 1 | Personalised name puzzles | 450 | 27% of ads | $0.92 | $3.45 |
| my first birthday | Personalised name puzzles | 450 | 35% of ads | $0.68 | $3.38 |
| coolest 1 year old gifts | Personalised name puzzles | 450 | 34% of ads | $0.70 | $3.36 |
| personalized license plate for kids car | Other signs and gifts | 450 | 19% of ads | $1.25 | $3.36 |
| nursery wall decals | Other signs and gifts | 1,583 | 19% of ads | $0.35 | $3.32 |
| bicycle name plate | Other signs and gifts | 450 | 19% of ads | $1.23 | $3.32 |
| nursery name | Other signs and gifts | 450 | 34% of ads | $0.68 | $3.27 |
| mini bike license plate | Other signs and gifts | 450 | 19% of ads | $1.23 | $3.23 |
| personalized name puzzles for toddlers 1-3 | Personalised name puzzles | 450 | 15% of ads | $1.53 | $3.17 |
| custom puzzle for 1 year old | Personalised name puzzles | 450 | 16% of ads | $1.39 | $3.16 |
| birthday 1 year old girl | Personalised name puzzles | 949 | 14% of ads | $0.73 | $3.15 |
| baby girl name sign | Personalised name puzzles | 748 | 20% of ads | $0.67 | $3.10 |
| custom baby name | Personalised name puzzles | 450 | 26% of ads | $0.79 | $2.91 |
| baby gift for 1 year old girl | Personalised name puzzles | 450 | 25% of ads | $0.78 | $2.81 |
| initials wall decor | Other signs and gifts | 450 | 26% of ads | $0.76 | $2.81 |
| 1 year old stocking stuffers boy | Personalised name puzzles | 704 | 15% of ads | $0.87 | $2.80 |
| nursery sign | Other signs and gifts | 450 | 39% of ads | $0.50 | $2.76 |
| wooden name sign for nursery | Other signs and gifts | 450 | 35% of ads | $0.55 | $2.76 |
| personalized kids license plate | Other signs and gifts | 450 | 14% of ads | $1.32 | $2.67 |
| name letters | Other signs and gifts | 450 | 25% of ads | $0.73 | $2.62 |
| 1st birthday registry | Personalised name puzzles | 450 | 26% of ads | $0.69 | $2.51 |
| personalized name puzzle for 1 year old | Personalised name puzzles | 566 | 11% of ads | $1.26 | $2.46 |
| baby dove gift set | Personalised name puzzles | 450 | 27% of ads | $0.63 | $2.44 |
| baby name sign for wall | Other signs and gifts | 450 | 15% of ads | $1.12 | $2.44 |
| 1st bday | Personalised name puzzles | 450 | 26% of ads | $0.64 | $2.37 |
| toddler playroom decor | Other signs and gifts | 450 | 34% of ads | $0.47 | $2.25 |
| baby personalized | Personalised name puzzles | 450 | 15% of ads | $1.00 | $2.17 |
| name customized wall decor | Other signs and gifts | 450 | 19% of ads | $0.77 | $2.11 |
| personalized baby shower gifts | Personalised name puzzles | 450 | 16% of ads | $0.90 | $2.10 |
| name board for newborn | Other signs and gifts | 450 | 20% of ads | $0.72 | $2.04 |
| personalized baby gifts for girls | Personalised name puzzles | 450 | 14% of ads | $0.98 | $1.98 |
| nursery name sign | Personalised name puzzles | 5,572 | 1% of ads | $1.56 | $1.86 |
| puzzles toddlers | Personalised name puzzles | 450 | 15% of ads | $0.90 | $1.85 |
| name puzzle for kids personalized | Personalised name puzzles | 3,135 | 1% of ads | $1.39 | $1.76 |
| scooter license plate | Other signs and gifts | 648 | 14% of ads | $0.60 | $1.74 |
| wall decor for baby girl nursery | Other signs and gifts | 450 | 34% of ads | $0.35 | $1.69 |
| all about me puzzle pieces | Personalised name puzzles | 450 | 27% of ads | $0.43 | $1.65 |
| customized baby boy gifts | Personalised name puzzles | 450 | 14% of ads | $0.75 | $1.52 |
| bike name plate | Other signs and gifts | 450 | 15% of ads | $0.71 | $1.47 |
| nombre en madera personalizado | Other signs and gifts | 450 | 18% of ads | $0.58 | $1.47 |
| wood letters for wall | Other signs and gifts | 450 | 19% of ads | $0.50 | $1.36 |
| custom name sign for nursery | Personalised name puzzles | 1,631 | 3% of ads | $0.96 | $1.35 |
| name plaques for wall | Other signs and gifts | 450 | 14% of ads | $0.63 | $1.27 |
| baby personalized gifts | Personalised name puzzles | 2,980 | 2% of ads | $0.86 | $1.26 |
| puzzle for toddler | Personalised name puzzles | 1,198 | 4% of ads | $0.90 | $1.21 |
| baby teeth keepsake | Personalised name puzzles | 450 | 14% of ads | $0.61 | $1.19 |
| baby bedroom decor | Other signs and gifts | 450 | 21% of ads | $0.39 | $1.13 |
| baby puzzles | Personalised name puzzles | 9,527 | under 1% of ads | $0.87 | $0.88 |
| busy board 6-12 months | Montessori busy boards | 559 | 14% of ads | $0.35 | $0.84 |
| gifts for one year olds | Personalised name puzzles | 861 | 4% of ads | $0.83 | $0.80 |
| name sign for nursery | Other signs and gifts | 6,941 | under 1% of ads | $1.19 | $0.78 |
| 2 year old montessori toys | Montessori busy boards | 4,895 | 1% of ads | $0.35 | $0.77 |
| puzzles for toddler | Personalised name puzzles | 765 | 3% of ads | $0.90 | $0.74 |
| unique baby girl gifts | Personalised name puzzles | 1,897 | 1% of ads | $0.82 | $0.71 |
| all 50 states license plates | Other signs and gifts | 450 | 14% of ads | $0.35 | $0.71 |
| newlynamed name change kit | Other signs and gifts | 450 | 1% of ads | $5.60 | $0.67 |
| name puzzles | Personalised name puzzles | 1,343 | 1% of ads | $1.39 | $0.64 |
| birthday gift 1 year old girl | Personalised name puzzles | 2,352 | 1% of ads | $0.85 | $0.63 |
| first birthday gifts for boys | Personalised name puzzles | 41,664 | under 1% of ads | $0.86 | $0.56 |
| nombre personalizado para pared | Other signs and gifts | 4,073 | 1% of ads | $0.51 | $0.53 |
| nombres personalizados para decorar | Other signs and gifts | 8,295 | under 1% of ads | $0.53 | $0.46 |
| melissa and doug puzzle 2 year old | Personalised name puzzles | 450 | 3% of ads | $0.93 | $0.46 |
| busy board 1 year old | Personalised name puzzles | 1,716 | 1% of ads | $0.57 | $0.45 |
| 2 year old must haves | Montessori busy boards | 2,698 | 1% of ads | $0.35 | $0.43 |
| baby gift cards for amazon boy | Personalised name puzzles | 582 | 3% of ads | $0.71 | $0.43 |
| top baby gifts 2026 | Personalised name puzzles | 802 | 1% of ads | $1.50 | $0.41 |
| playtab modular activity board | Montessori busy boards | 654 | 5% of ads | $0.35 | $0.39 |
| baby girl birthday gift | Personalised name puzzles | 1,219 | 1% of ads | $0.98 | $0.38 |
| name puzzles for toddlers | Personalised name puzzles | 779 | 1% of ads | $1.30 | $0.38 |
| one year old girl | Personalised name puzzles | 1,938 | 1% of ads | $0.76 | $0.37 |
| puzzle toy | Personalised name puzzles | 946 | 1% of ads | $0.86 | $0.37 |
| montessori busy board 6-12 months | Montessori busy boards | 1,724 | 2% of ads | $0.35 | $0.36 |
| birthday gifts 1 year old girl | Personalised name puzzles | 1,194 | 1% of ads | $0.85 | $0.36 |
| activity board for 1 year old | Montessori busy boards | 1,559 | 2% of ads | $0.35 | $0.35 |
| name blocks | Personalised name puzzles | 870 | 1% of ads | $0.83 | $0.33 |
| baby puzzles 6-12 months | Personalised name puzzles | 1,996 | 1% of ads | $0.84 | $0.32 |
| puzzles toddler | Personalised name puzzles | 1,838 | 1% of ads | $0.90 | $0.32 |
| personalized baby name sign | Other signs and gifts | 896 | 1% of ads | $1.09 | $0.32 |
| name sign for wall | Other signs and gifts | 3,053 | under 1% of ads | $0.99 | $0.31 |
| custom name wall decor | Other signs and gifts | 1,359 | 1% of ads | $0.52 | $0.30 |
| first birthday boy gifts | Personalised name puzzles | 1,704 | 1% of ads | $0.86 | $0.28 |
| sensory learning toys | Montessori busy boards | 1,527 | 1% of ads | $0.71 | $0.28 |
| toddler entertainment | Montessori busy boards | 1,224 | 1% of ads | $0.90 | $0.28 |
| regalos para bebe de 1 año | Personalised name puzzles | 2,505 | under 1% of ads | $1.23 | $0.26 |
| keepsake gift for baby girl | Personalised name puzzles | 799 | 2% of ads | $0.69 | $0.26 |
| push peel sensory board | Montessori busy boards | 757 | 1% of ads | $0.95 | $0.26 |
| personalized gifts for 1 year old girl | Personalised name puzzles | 450 | 2% of ads | $0.92 | $0.26 |
| crafts for 1 year old | Personalised name puzzles | 1,416 | 1% of ads | $0.95 | $0.25 |
| custom name puzzles for toddlers 1-3 | Personalised name puzzles | 1,200 | 1% of ads | $1.05 | $0.24 |
| top 10 gifts for 1 year old boy | Personalised name puzzles | 1,949 | 1% of ads | $0.75 | $0.23 |
| birthday gift one year old girl | Personalised name puzzles | 868 | 1% of ads | $0.86 | $0.23 |
| baby puzzles 6-12 months+ | Personalised name puzzles | 450 | 2% of ads | $0.84 | $0.23 |
| granddaughter first birthday | Personalised name puzzles | 450 | 1% of ads | $1.46 | $0.23 |
| wooden family puzzle with names | Personalised name puzzles | 450 | 1% of ads | $1.15 | $0.23 |
| sensory toys for 2 year old | Montessori busy boards | 1,552 | 1% of ads | $0.75 | $0.22 |
| baby name | Personalised name puzzles | 450 | 2% of ads | $0.77 | $0.22 |
| first birthday presents | Personalised name puzzles | 450 | 1% of ads | $1.04 | $0.21 |
| name for wall decor | Other signs and gifts | 450 | 3% of ads | $0.52 | $0.21 |
| custom baby boy stuff | Personalised name puzzles | 642 | 1% of ads | $1.19 | $0.20 |
| puzzle baby | Personalised name puzzles | 450 | 2% of ads | $0.96 | $0.20 |
| switch board for toddlers 1-3 | Montessori busy boards | 1,197 | 1% of ads | $0.35 | $0.19 |
| puzzle for baby | Personalised name puzzles | 450 | 1% of ads | $0.96 | $0.19 |
| teach my toddler learning kit | Montessori busy boards | 450 | 2% of ads | $0.71 | $0.19 |
| your name english | Other signs and gifts | 808 | 1% of ads | $0.53 | $0.18 |
| custom wood name sign nursery | Other signs and gifts | 450 | 1% of ads | $1.26 | $0.18 |
| personalized name puzzle | Personalised name puzzles | 4,677 | under 1% of ads | $1.48 | $0.17 |
| baby girl first birthday | Personalised name puzzles | 1,804 | under 1% of ads | $0.92 | $0.17 |
| sensory toddler | Montessori busy boards | 1,011 | 1% of ads | $0.66 | $0.17 |
| 12 month girl gifts | Personalised name puzzles | 450 | 1% of ads | $0.83 | $0.17 |
| customizable baby gifts | Personalised name puzzles | 450 | 1% of ads | $1.17 | $0.17 |
| personalized baby stuff | Personalised name puzzles | 450 | 2% of ads | $0.79 | $0.17 |
| activity board for 1+ year old | Montessori busy boards | 729 | 2% of ads | $0.35 | $0.15 |
| puzzle 1 year old | Personalised name puzzles | 565 | 1% of ads | $1.03 | $0.15 |
| most popular gifts for 1 year old girl | Personalised name puzzles | 450 | 2% of ads | $0.56 | $0.15 |
| toys for one year old girl birthday | Personalised name puzzles | 450 | 1% of ads | $0.75 | $0.15 |
| baby name signs for nursery | Personalised name puzzles | 1,677 | under 1% of ads | $0.75 | $0.14 |
| letter for wall decor | Other signs and gifts | 969 | 1% of ads | $0.79 | $0.14 |
| infant busy board | Montessori busy boards | 813 | 2% of ads | $0.35 | $0.14 |
| personalized wooden name puzzle | Personalised name puzzles | 1,451 | under 1% of ads | $1.33 | $0.12 |
| personalized baby girl | Personalised name puzzles | 677 | 1% of ads | $0.90 | $0.12 |
| montessori switch board toy | Montessori busy boards | 412 | 1% of ads | $1.16 | $0.12 |
| baby girl sign | Other signs and gifts | 1,026 | 1% of ads | $0.36 | $0.11 |
| puzzles for 1 year old boy | Personalised name puzzles | 450 | 1% of ads | $0.92 | $0.11 |
| birthday gift for 1 yr old girl | Personalised name puzzles | 450 | 1% of ads | $1.04 | $0.10 |
| sensory for toddlers | Montessori busy boards | 450 | 1% of ads | $0.66 | $0.10 |
| fidget board for toddlers 1-3 | Montessori busy boards | 1,036 | 1% of ads | $0.35 | $0.09 |
| baby girl christmas gifts 6-12 months | Personalised name puzzles | 869 | under 1% of ads | $0.95 | $0.09 |
| montessori learning materials | Montessori busy boards | 734 | 1% of ads | $0.36 | $0.09 |
| personalized gifts for baby boys | Personalised name puzzles | 450 | 1% of ads | $0.83 | $0.09 |
| baby montessori toys 12-18 months+ | Montessori busy boards | 450 | 2% of ads | $0.35 | $0.09 |
| baby sensory board | Montessori busy boards | 450 | 1% of ads | $0.43 | $0.09 |
| melissa and doug puzzle 1 year old | Personalised name puzzles | 1,158 | under 1% of ads | $1.50 | $0.08 |
| 1 year okd toys for girls | Personalised name puzzles | 824 | under 1% of ads | $0.68 | $0.08 |
| custom baby stuff | Personalised name puzzles | 6,318 | under 1% of ads | $1.12 | $0.07 |
| boy or girl sign | Other signs and gifts | 4,782 | under 1% of ads | $0.35 | $0.07 |
| toddler name puzzle | Personalised name puzzles | 899 | under 1% of ads | $1.22 | $0.07 |
| first birthday present girl | Personalised name puzzles | 620 | under 1% of ads | $1.04 | $0.07 |
| 1 year old necessities girl | Montessori busy boards | 450 | 1% of ads | $0.35 | $0.07 |
| baby toys sensory | Montessori busy boards | 450 | 1% of ads | $0.35 | $0.07 |
| mini license plate | Other signs and gifts | 2,306 | under 1% of ads | $1.27 | $0.06 |
| newborn name sign for hospital | Other signs and gifts | 1,099 | under 1% of ads | $0.86 | $0.06 |
| toys for one-year-old | Montessori busy boards | 937 | 1% of ads | $0.35 | $0.06 |
| regalos bebe 1 año | Personalised name puzzles | 702 | under 1% of ads | $0.99 | $0.06 |
| keepsake gifts for baby girl | Personalised name puzzles | 450 | 1% of ads | $0.69 | $0.06 |
| personalized first birthday gifts | Personalised name puzzles | 450 | under 1% of ads | $1.03 | $0.06 |
| sensory bags for babies | Montessori busy boards | 450 | 1% of ads | $0.35 | $0.06 |
| baby registry search by mother name | Other signs and gifts | 450 | 1% of ads | $0.71 | $0.06 |
| minnie puzzle | Personalised name puzzles | 367 | 1% of ads | $0.75 | $0.06 |
| wooden sign | Other signs and gifts | 3,381 | under 1% of ads | $0.84 | $0.05 |
| toddler activities 1-2 year old | Montessori busy boards | 1,036 | under 1% of ads | $0.35 | $0.05 |
| wall letters for kids room | Other signs and gifts | 1,027 | under 1% of ads | $0.50 | $0.05 |
| montessori practical life materials | Montessori busy boards | 662 | 1% of ads | $0.38 | $0.05 |
| wooden sensory toys | Montessori busy boards | 503 | under 1% of ads | $0.65 | $0.05 |
| luxury gifts for 1 year old girl | Personalised name puzzles | 450 | under 1% of ads | $1.41 | $0.05 |
| regalos personalizados para bebe | Personalised name puzzles | 450 | under 1% of ads | $0.97 | $0.05 |
| 18 month old activities | Montessori busy boards | 450 | under 1% of ads | $0.75 | $0.05 |
| busy board for 6 month old | Montessori busy boards | 450 | 1% of ads | $0.35 | $0.05 |
| customize name wall decor | Other signs and gifts | 450 | 1% of ads | $0.48 | $0.05 |
| my name is khan | Other signs and gifts | 1,715 | under 1% of ads | $0.35 | $0.04 |
| one year old baby girl gifts | Montessori busy boards | 1,482 | under 1% of ads | $0.41 | $0.04 |
| amazon gift card baby girl | Personalised name puzzles | 1,178 | under 1% of ads | $0.85 | $0.04 |
| girl first birthday | Personalised name puzzles | 1,047 | under 1% of ads | $0.99 | $0.04 |
| baby girl gifts for 1 year old | Personalised name puzzles | 766 | under 1% of ads | $0.85 | $0.04 |
| puzzles for one year old | Personalised name puzzles | 553 | under 1% of ads | $0.87 | $0.04 |
| baby gift cards for amazon girl | Personalised name puzzles | 489 | under 1% of ads | $0.87 | $0.04 |
| baby 1 year must haves | Personalised name puzzles | 450 | under 1% of ads | $0.81 | $0.04 |
| baby girl keepsake | Personalised name puzzles | 450 | under 1% of ads | $0.87 | $0.04 |
| tonies set | Personalised name puzzles | 450 | 1% of ads | $0.60 | $0.04 |
| wooden baby puzzle | Personalised name puzzles | 450 | under 1% of ads | $0.74 | $0.04 |
| 1st birthday girl | Personalised name puzzles | 4,328 | under 1% of ads | $0.74 | $0.03 |
| wooden name sign | Other signs and gifts | 3,417 | under 1% of ads | $1.24 | $0.03 |
| puzzle for 1+ year old | Personalised name puzzles | 1,635 | under 1% of ads | $1.03 | $0.03 |
| montessori wooden busy board | Montessori busy boards | 503 | under 1% of ads | $0.35 | $0.03 |
| personalized baby gifts for boys | Personalised name puzzles | 450 | under 1% of ads | $0.85 | $0.03 |
| name sign nursery | Other signs and gifts | 450 | under 1% of ads | $0.50 | $0.03 |
| baby birthday gift | Personalised name puzzles | 2,429 | under 1% of ads | $1.04 | $0.02 |
| puzzles for 2 year old | Personalised name puzzles | 1,194 | under 1% of ads | $0.87 | $0.02 |
| personalized 1st birthday gifts | Personalised name puzzles | 450 | under 1% of ads | $1.03 | $0.02 |
| puzzles 1 year old | Personalised name puzzles | 450 | under 1% of ads | $1.03 | $0.02 |
| minilabbies busy board | Montessori busy boards | 450 | under 1% of ads | $0.44 | $0.02 |
| wood busy board | Montessori busy boards | 450 | under 1% of ads | $0.35 | $0.02 |
| baby girl room wall decor | Other signs and gifts | 450 | under 1% of ads | $0.35 | $0.02 |
| we can barely wait sign | Other signs and gifts | 450 | under 1% of ads | $0.35 | $0.02 |
| wood toys for 1 year old | Personalised name puzzles | 2,647 | under 1% of ads | $0.81 | $0.01 |
| 1 year old puzzle | Personalised name puzzles | 2,473 | under 1% of ads | $1.13 | $0.01 |
| montessori board | Montessori busy boards | 1,951 | under 1% of ads | $0.35 | $0.01 |
| birthday gift for one year old girl | Personalised name puzzles | 1,723 | under 1% of ads | $0.86 | $0.01 |
| best 1 year old girl gifts | Personalised name puzzles | 1,331 | under 1% of ads | $0.83 | $0.01 |
| 1 year old baby girl gift ideas | Personalised name puzzles | 1,157 | under 1% of ads | $0.95 | $0.01 |
| 1yr old boy toys | Personalised name puzzles | 1,138 | under 1% of ads | $0.66 | $0.01 |
| birthday gift for 1 + year old girl | Personalised name puzzles | 1,070 | under 1% of ads | $0.85 | $0.01 |
| wood toys for 1+ year old | Personalised name puzzles | 927 | under 1% of ads | $0.81 | $0.01 |
| montessori generation | Montessori busy boards | 638 | under 1% of ads | $0.35 | $0.01 |
| rompecabezas para niños de 1 año | Personalised name puzzles | 586 | under 1% of ads | $0.86 | $0.01 |
| baby boy 1 year old | Personalised name puzzles | 450 | under 1% of ads | $1.20 | $0.01 |
| baby niece gifts from auntie | Personalised name puzzles | 450 | under 1% of ads | $0.85 | $0.01 |
| custom baby boy gifts | Personalised name puzzles | 450 | under 1% of ads | $0.85 | $0.01 |
| jumbo knob puzzles for 1 year old | Personalised name puzzles | 450 | under 1% of ads | $0.96 | $0.01 |
| name blocks baby personalized | Personalised name puzzles | 450 | under 1% of ads | $0.93 | $0.01 |
| wood name | Personalised name puzzles | 450 | under 1% of ads | $1.28 | $0.01 |
| hanging busy board for playpen | Montessori busy boards | 450 | under 1% of ads | $0.35 | $0.01 |
| bike tag | Other signs and gifts | 450 | under 1% of ads | $0.56 | $0.01 |
| name wall decor for girls | Other signs and gifts | 450 | under 1% of ads | $0.47 | $0.01 |
| nursery name signs baby girl | Other signs and gifts | 450 | under 1% of ads | $0.48 | $0.01 |
| baby decor | Personalised name puzzles | 2,062 | under 1% of ads | $0.55 | $0.00 |
| one year old learning toys | Montessori busy boards | 1,718 | under 1% of ads | $0.35 | $0.00 |
| christmas gifts for one year old girl | Personalised name puzzles | 923 | under 1% of ads | $0.83 | $0.00 |
| 1st birthday games | Personalised name puzzles | 835 | under 1% of ads | $0.75 | $0.00 |
| kids name signs for bedroom wall | Other signs and gifts | 651 | 20% of ads | — | no bid, not priced |
| nombres personalizados para pared | Other signs and gifts | 626 | 1% of ads | — | no bid, not priced |
| oh baby wooden sign | Other signs and gifts | 608 | under 1% of ads | $0.61 | $0.00 |
| party favors 1 year old | Personalised name puzzles | 605 | under 1% of ads | $0.79 | $0.00 |
| scrabble name tiles for wall | Other signs and gifts | 558 | under 1% of ads | — | no bid, not priced |
| tonie figures for 1 year old | Personalised name puzzles | 525 | under 1% of ads | $0.79 | $0.00 |
| zuzu puzzle personalized name puzzle | Personalised name puzzles | 488 | under 1% of ads | $1.36 | $0.00 |
| 1 year old girl must haves | Personalised name puzzles | 450 | under 1% of ads | $0.90 | $0.00 |
| baby first blocks | Personalised name puzzles | 450 | under 1% of ads | $1.15 | $0.00 |
| baby girl keepsake gifts | Personalised name puzzles | 450 | under 1% of ads | $0.63 | $0.00 |
| birthday card for one year old girl | Personalised name puzzles | 450 | under 1% of ads | $0.85 | $0.00 |
| boo basket stuffers for 1 year old girl | Personalised name puzzles | 450 | under 1% of ads | $0.57 | $0.00 |
| boujee baby girl gifts | Personalised name puzzles | 450 | under 1% of ads | $0.81 | $0.00 |
| gift for 1year old girl | Personalised name puzzles | 450 | under 1% of ads | $0.95 | $0.00 |
| lovery toys 12-18 months | Personalised name puzzles | 450 | under 1% of ads | $0.58 | $0.00 |
| puzzles for two year olds | Personalised name puzzles | 450 | under 1% of ads | $0.90 | $0.00 |
| regalo niña 1 año | Personalised name puzzles | 450 | under 1% of ads | $1.05 | $0.00 |
| toddler things for boys | Personalised name puzzles | 450 | under 1% of ads | $0.56 | $0.00 |
| best cognitive toys for 1 year old | Montessori busy boards | 450 | under 1% of ads | $0.35 | $0.00 |
| busy board for 1 year old girl | Montessori busy boards | 450 | under 1% of ads | $0.35 | $0.00 |
| montessori kindergarten materials | Montessori busy boards | 450 | under 1% of ads | $0.36 | $0.00 |
| wooden busy board for 1+ year old | Montessori busy boards | 450 | under 1% of ads | $0.35 | $0.00 |
| mini license plates with names | Other signs and gifts | 450 | under 1% of ads | $1.17 | $0.00 |
| name sign for backdrop | Other signs and gifts | 450 | under 1% of ads | $0.35 | $0.00 |
| oh baby wood sign | Other signs and gifts | 450 | under 1% of ads | $0.49 | $0.00 |
| one wooden sign | Other signs and gifts | 450 | under 1% of ads | $0.60 | $0.00 |
| small license plate for bike | Other signs and gifts | 450 | under 1% of ads | $1.32 | $0.00 |
| state license plates | Other signs and gifts | 450 | under 1% of ads | $0.75 | $0.00 |
| wall names for kids room | Other signs and gifts | 450 | under 1% of ads | $0.50 | $0.00 |
Every keyword where an ad of theirs was seen, 336 of them, biggest modelled spend first. They add up to $2,729.65 a month — the $2,730 of Amazon ads in the Ad spend table below, before rounding. “Their ads” is their share of Jungle Scout’s sponsored results, weighted by position, or their best sponsored position in the New York read. Where neither Amazon nor Jungle Scout gives a bid, the keyword is listed but not priced.
This is not a brand that waits to be found. The name puzzles are bought onto the searches parents use for a first birthday — “gift for 1 year old girl”, “first birthday gifts”, “wooden baby toys” — and from New York a KALOTOYS listing held the first to third sponsored slot on five of the biggest. The busy boards, which the storefront leads with, buy almost nothing, and the school signs nothing at all: the summer’s second hit sold without paid search.
The two figures for what it costs are an order of magnitude apart. Modelled from the ads that can be seen, Amazon keyword advertising runs about $2,730 a month, under 2% of September. The founders said marketing took 30–33% of revenue including platform commissions, which leaves about 16.5% once Amazon’s referral fee is taken out — some $25,800 at this month’s sales. Their figure is the whole company in 2023, Etsy and their own websites included, and the model cannot see automatic campaigns, product-page ads, Sponsored Brands or Display. Neither settles it; the margin uses the founders’ figure because it is theirs.
| Line | A month | Share of revenue | Per sale | Basis |
|---|---|---|---|---|
| Amazon keyword ads — what the model sees | $2,730 | 1.7% | $0.44 | Modelled: $2,121–$8,158 a month, a floor |
| The founders’ marketing share — the margin line | $25,854 | 16.5% | $4.14 | Self-reported, 2023, every channel |
What the Margin breakdown takes off for advertising is the last row, the founders’ own share. The row above is what the ads that can be seen on Amazon add up to; the gap between them is what neither source can explain alone.