---
title: "clay — Niche Verdict: Worth a look (56/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/arts-crafts-sewing/clay"
last_updated: "2026-07-10T01:28:54.474Z"
locale: en
meta:
  description: "clay shows low returns (1.3%), but a concentrated shelf (top 5 take 88% of clicks) keeps it on the watch list."
  "og:description": "clay shows low returns (1.3%), but a concentrated shelf (top 5 take 88% of clicks) keeps it on the watch list."
  "og:title": "clay — Niche Verdict: Worth a look (56/100) | Amazon United States - Flapen"
---

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# **clay**

**Worth a look****56/100 **

clay shows low returns (1.3%), but a concentrated shelf (top 5 take 88% of clicks) keeps it on the watch list.

**Market/yr**

**$7.6M**

**Growth (1y)**

**+139.0%**

**Products**

**9**

**Brands**

**7**

was 8 a year ago

**Sellers**

**40**

**Price range**

**$6.88–$29.84**

**Returns**

**1.3%**

**Rating**

**4.6★**

**Worth a look**

Scored 56/100 across market size, growth, competition, quality gap, and returns.

Market sizeGrowthCompetitionQuality gapReturns

Market size

**74**

 ×0.30

Growth

**70**

 ×0.30

Competition

**3**

 ×0.20

Quality gap

**33**

 ×0.10

Returns

**90**

 ×0.10

## **Demand**

Weekly Amazon search volume, last 104 weeks — +139.0% year over year.

282K141KHoliday '24Prime Day '25Spike '25Holiday '25Jul '24Nov '24Mar '25Jul '25Nov '25Mar '26

## **Seasonality**

Monthly demand index across the year — 1.00 is average.

JFMAMJJASOND

Peak months: Nov, Dec · busiest ÷ quietest = 1.9×

## **Competition**

- Crayola59% - DAS15% - ifergoo10% - Aestd-ST6% - EIGTWEN4% - ESSENSON3% - Other (1 brands)3%

The top 5 products capture 88% of clicks — a locked-up shelf that new listings rarely crack. 7 brands and 40 sellers compete here.

**Brands**

**7 **▼falling

was 8 a year ago

**Sellers**

**40**

**Top 5 brand share**

**94%**

#ProductBrandPriceRatingReviewsClick shareTrend

1
![Crayola Air Dry Clay (5lbs) Teacher Supplies Natural White Modeling Clay for Kids Sculpting Material Bulk Craft Supplies for Art Classrooms](https://m.media-amazon.com/images/I/41aDJyks7kL.jpg) [**Crayola Air Dry Clay (5lbs) Teacher Supplies Natural White Modeling Clay for Kids Sculpting Material Bulk Craft Supplies for Art Classrooms**](https://www.amazon.com/dp/B089T7PX27)

Crayola$11.164.6★24,53756%▲rising

2
![DAS Air-Hardening Modeling Clay 2.2 Lb. Block White Color (387500)](https://m.media-amazon.com/images/I/41S9LvQyy8L.jpg) [**DAS Air-Hardening Modeling Clay 2.2 Lb. Block White Color (387500)**](https://www.amazon.com/dp/B001GAP4YA)

DAS$12.554.6★65,72115%—flat

3
![ifergoo Air Dry Clay 36 Colors Magic Foam DIY Molding Clay for Slime add ins & Slime Supplies Easy to use Great Gift for Kids (Packaging May Vary)](https://m.media-amazon.com/images/I/51VqJmEldKL.jpg) [**ifergoo Air Dry Clay 36 Colors Magic Foam DIY Molding Clay for Slime add ins & Slime Supplies Easy to use Great Gift for Kids (Packaging May Vary)**](https://www.amazon.com/dp/B07Q9PXSYL)

ifergoo$10.264.5★4,4297%▲rising

4
![Aestd-ST Polymer Clay 50 Colors Modeling Clay for Kids DIY Starter Kits Oven Baked Model Clay Non-Sticky Molding Clay with Sculpting Tools Gift for Children and Artists](https://m.media-amazon.com/images/I/51zjX4hictL.jpg) [**Aestd-ST Polymer Clay 50 Colors Modeling Clay for Kids DIY Starter Kits Oven Baked Model Clay Non-Sticky Molding Clay with Sculpting Tools Gift for Children and Artists**](https://www.amazon.com/dp/B08QZ69GJM)

Aestd-ST$19.394.6★5,3346%▼falling

5
![100ml Air Dry Clay Glaze Air Dry Clay Varnish Can Not Only Used to Prevent Clay Cracking Scratches and Wear It Can Also Having a Gloss Glaze Effect (Gloss)](https://m.media-amazon.com/images/I/311ohkWMovL.jpg) [**100ml Air Dry Clay Glaze Air Dry Clay Varnish Can Not Only Used to Prevent Clay Cracking Scratches and Wear It Can Also Having a Gloss Glaze Effect (Gloss)**](https://www.amazon.com/dp/B0CP92R1Y3)

EIGTWEN$13.784.7★9054%—flat

6
![ifergoo White Air Dry Clay Foam Magic Modeling Clay for School Art & Craft Project Refill White Clay for Kids Slime Supplies Super Light & Soft Non-Sticky Non-Toxic Age 3-12 Boys and Girls Gift](https://m.media-amazon.com/images/I/41oBPm5+PkL.jpg) [**ifergoo White Air Dry Clay Foam Magic Modeling Clay for School Art & Craft Project Refill White Clay for Kids Slime Supplies Super Light & Soft Non-Sticky Non-Toxic Age 3-12 Boys and Girls Gift**](https://www.amazon.com/dp/B0BDM5WLQX)

ifergoo$6.884.5★4,4293%▲rising

7
![ESSENSON Magic Clay - Air Dry Clay 24 Colors Modeling Clay for Kids with Tools Toys Gifts for Age 3 4 5 6 7 8+ Years Old Boys Girls Kids](https://m.media-amazon.com/images/I/51jTiUDge4L.jpg) [**ESSENSON Magic Clay - Air Dry Clay 24 Colors Modeling Clay for Kids with Tools Toys Gifts for Age 3 4 5 6 7 8+ Years Old Boys Girls Kids**](https://www.amazon.com/dp/B0B9XNCGFD)

ESSENSON$7.494.5★3,9263%▼falling

8
![Old Potters Premium Air Dry Clay White 10 lbs All Natural Modeling Clay. Ideal for Beginners and Advanced Sculptors.](https://m.media-amazon.com/images/I/41zMqR1wuVL.jpg) [**Old Potters Premium Air Dry Clay White 10 lbs All Natural Modeling Clay. Ideal for Beginners and Advanced Sculptors.**](https://www.amazon.com/dp/B09QJFSTSH)

Old Potters$29.844.5★1,0283%▼falling

9
![Crayola Air Dry Clay for Kids (5lbs) Reusable Bucket of Terra Cotta Clay for Sculpting Bulk Arts and Crafts Supplies Ages 3+](https://m.media-amazon.com/images/I/51zhe-U3SGL.jpg) [**Crayola Air Dry Clay for Kids (5lbs) Reusable Bucket of Terra Cotta Clay for Sculpting Bulk Arts and Crafts Supplies Ages 3+**](https://www.amazon.com/dp/B01MZBUJGI)

Crayola$11.354.6★24,5373%▼falling

## **Product shelf**

All 9 tracked products in this niche.

Top sellersNewestTrending

[![Crayola Air Dry Clay (5lbs) Teacher Supplies Natural White Modeling Clay for Kids Sculpting Material Bulk Craft Supplies for Art Classrooms](https://m.media-amazon.com/images/I/41aDJyks7kL.jpg)**Crayola Air Dry Clay (5lbs) Teacher Supplies Natural White Modeling Clay for Kids Sculpting Material Bulk Craft Supplies for Art Classrooms** Crayola**$11.16**4.6★24,537 reviews](https://www.amazon.com/dp/B089T7PX27) [![DAS Air-Hardening Modeling Clay 2.2 Lb. Block White Color (387500)](https://m.media-amazon.com/images/I/41S9LvQyy8L.jpg)**DAS Air-Hardening Modeling Clay 2.2 Lb. Block White Color (387500)** DAS**$12.55**4.6★65,721 reviews](https://www.amazon.com/dp/B001GAP4YA) [![ifergoo Air Dry Clay 36 Colors Magic Foam DIY Molding Clay for Slime add ins & Slime Supplies Easy to use Great Gift for Kids (Packaging May Vary)](https://m.media-amazon.com/images/I/51VqJmEldKL.jpg)**ifergoo Air Dry Clay 36 Colors Magic Foam DIY Molding Clay for Slime add ins & Slime Supplies Easy to use Great Gift for Kids (Packaging May Vary)** ifergoo**$10.26**4.5★4,429 reviews](https://www.amazon.com/dp/B07Q9PXSYL) [![Aestd-ST Polymer Clay 50 Colors Modeling Clay for Kids DIY Starter Kits Oven Baked Model Clay Non-Sticky Molding Clay with Sculpting Tools Gift for Children and Artists](https://m.media-amazon.com/images/I/51zjX4hictL.jpg)**Aestd-ST Polymer Clay 50 Colors Modeling Clay for Kids DIY Starter Kits Oven Baked Model Clay Non-Sticky Molding Clay with Sculpting Tools Gift for Children and Artists** Aestd-ST**$19.39**4.6★5,334 reviews](https://www.amazon.com/dp/B08QZ69GJM) [![100ml Air Dry Clay Glaze Air Dry Clay Varnish Can Not Only Used to Prevent Clay Cracking Scratches and Wear It Can Also Having a Gloss Glaze Effect (Gloss)](https://m.media-amazon.com/images/I/311ohkWMovL.jpg)**100ml Air Dry Clay Glaze Air Dry Clay Varnish Can Not Only Used to Prevent Clay Cracking Scratches and Wear It Can Also Having a Gloss Glaze Effect (Gloss)** EIGTWEN**$13.78**4.7★905 reviews](https://www.amazon.com/dp/B0CP92R1Y3) [![ifergoo White Air Dry Clay Foam Magic Modeling Clay for School Art & Craft Project Refill White Clay for Kids Slime Supplies Super Light & Soft Non-Sticky Non-Toxic Age 3-12 Boys and Girls Gift](https://m.media-amazon.com/images/I/41oBPm5+PkL.jpg)**ifergoo White Air Dry Clay Foam Magic Modeling Clay for School Art & Craft Project Refill White Clay for Kids Slime Supplies Super Light & Soft Non-Sticky Non-Toxic Age 3-12 Boys and Girls Gift** ifergoo**$6.88**4.5★4,429 reviews](https://www.amazon.com/dp/B0BDM5WLQX) [![ESSENSON Magic Clay - Air Dry Clay 24 Colors Modeling Clay for Kids with Tools Toys Gifts for Age 3 4 5 6 7 8+ Years Old Boys Girls Kids](https://m.media-amazon.com/images/I/51jTiUDge4L.jpg)**ESSENSON Magic Clay - Air Dry Clay 24 Colors Modeling Clay for Kids with Tools Toys Gifts for Age 3 4 5 6 7 8+ Years Old Boys Girls Kids** ESSENSON**$7.49**4.5★3,926 reviews](https://www.amazon.com/dp/B0B9XNCGFD) [![Old Potters Premium Air Dry Clay White 10 lbs All Natural Modeling Clay. Ideal for Beginners and Advanced Sculptors.](https://m.media-amazon.com/images/I/41zMqR1wuVL.jpg)**Old Potters Premium Air Dry Clay White 10 lbs All Natural Modeling Clay. Ideal for Beginners and Advanced Sculptors.** Old Potters**$29.84**4.5★1,028 reviews](https://www.amazon.com/dp/B09QJFSTSH)

## **Reviews**

What buyers praise and complain about, mined from review topics.

### **What buyers love **

**Ease Of Use**14%

*“Ease of use”*

**Fun/Entertainment Experience**13%

*“Fun to use”*

**Quality-Overall**11%

*“Excellent product”*

**Value For Money**9%

*“Cost effective”*

**Color**9%

*“Vibrant color”*

**Material Quality**5%

*“Overall, this is a fun, versatile, and reliable sculpting material thats perfect for creative projects”*

**Creativity**3%

*“Hours of creative fun”*

**Advertised Vs Actual Product**3%

*“As advertised”*

**Gifting Purpose**3%

*“Awesome gift for kiddos”*

**Soft Feel**2%

*“Very soft”*

### **What buyers complain about **

**Moist/Dry**13%

*“Dry and crumbly”*

**Durability**9%

*“breakable”*

**Color**8%

*“Not White”*

**Hard Feel**6%

*“it doesn't soften up”*

**Quality-Overall**5%

*“The clay is fairly poor quality”*

**Ease Of Use**4%

*“Not easy to use”*

**Material Quality**4%

*“this hardened into a rubber silicone material”*

**Adhesion/Stickiness**4%

*“It is somewhat rather sticky”*

**Size-Overall**3%

*“Bags arent big enough”*

**Strength**3%

*“Not Strong”*

#### **Top return reasons**- Material Quality17% - Moist/Dry15% - Value For Money13% - Size-Overall8% - Color8% - Advertised Vs Actual Product6% - Hard Feel5% - Functionality-Overall5% - Quality-Overall3% - Defective Material/Parts3%