squishmallow makeup
Skip itSoft demand (-26.2% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible1.0%return rate — above 6% kills the launch gate
Avg price
Great$20.78avg listing price — sweet spot $15–$100
Competition
Great27%top-5 click share — an open shelf
Review moat
Great498.64avg incumbent reviews — the moat a new listing must climb
Price range
Good$3.36–$35.90cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Conversion
Bad1.7%search→purchase rate — share of searches ending in a sale
Brand share
Bad93%top-5 brand share — brand-locked demand
Market size
Bad$60K$60K/yr · 174K searches
Growth
Bad-26.2%90-day search growth — must beat 0% to launch
Competition
Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.Brands
15 flat
Sellers
45
Top-5 brand share
93%
Open market
5%
- Squishmallows54%
- Komar Kids17%
- Horizon Group USA13%
- Get Trend6%
- LUV HER3%
- Topgal1%
- Open — no brand owns it (9 brands, 5%)
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 72 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink
Squishmallows$20.514.8★129 rev
Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink
Squishmallows$19.874.8★129 rev
Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe
Komar Kids$32.624.7★27 rev
Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink
Komar Kids$23.694.6★29 rev
Original Squishmallows Bracelet Design Set Cute & Friendship Bracelet Kit Jewelry Making Kit Charm Bracelet Making Kit Beading & Jewelry Making Friendship Bracelet Making Kit
Horizon Group USA$14.524.8★455 rev
Newest
by launch date
Schbbbta Pajamas for Kids Cute 2 Pcs Cotton Sleepover PJS Soft Comfort Stretch Homewear Pjs for Big Little Girls Bow Blue 9-10 Years = Tag 150
Schbbbta$21.4736 rev
Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink
Squishmallows$20.51129 rev
Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink
Squishmallows$19.87129 rev
Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe
Komar Kids$32.6227 rev
Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink
Komar Kids$23.6929 rev
Trending
90-day click momentumSchbbbta Pajamas for Kids Cute 2 Pcs Cotton Sleepover PJS Soft Comfort Stretch Homewear Pjs for Big Little Girls Bow Blue 9-10 Years = Tag 150
Schbbbta$21.474.7★
The Childrens Place Girls 100% Cotton Short Sleeve Top and Shorts 2 Piece Pajama Set SLEEPSOLOTL 10
The Children's Place$15.234.7★
Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe
Komar Kids$32.234.7★
Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe
Komar Kids$32.624.7★
Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink
Squishmallows$20.514.8★
Demand
Weekly Amazon search volume, last 19 weeks — -26.2% search growth over the last 90 days.Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Great gift”
“the variety is impressive”
“Size Fit was Accurate”
“it keeps kids entertained”
“Its very soft”
“Good value”
“comfortable”
“Exactly as pictured”
“the chapstick itself smells great”
“Cute designs”
What buyers complain about
“Really small”
“Poor quality”
“Breaks easily”
“This is not worth the price”
“they dont stick very well”
“hard for kids to handle it”
“it is rather thick”
“The squishy is kind of hard”
“Beware of the opaque colors in particular”
“I'm sure it will pill after washing”