---
title: "squishmallow makeup — Niche Verdict: Skip it (44/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/clothing-shoes-jewelry/squishmallow-makeup"
last_updated: "2026-07-13T21:26:22.983Z"
locale: en
meta:
  description: "soft demand (-26.2% this quarter) — squishmallow makeup doesn't clear our bar today."
  "og:description": "soft demand (-26.2% this quarter) — squishmallow makeup doesn't clear our bar today."
  "og:title": "squishmallow makeup — Niche Verdict: Skip it (44/100) | Amazon United States - Flapen"
---

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# **squishmallow makeup**

**Skip it**

Soft demand (-26.2% this quarter) — this niche doesn't clear our bar today.

Market size 15Growth 12Conversion 21Competition 88Returns 95Price range 64Avg price 89Brand share 17Review moat 75Quality gap 22

**Returns**

**Incredible****1.0%**

return rate — above 6% kills the launch gate

**Avg price**

**Great****$20.78**

avg listing price — sweet spot $15–$100

**Competition**

**Great****27%**

top-5 click share — an open shelf

**Review moat**

**Great****498.64**

avg incumbent reviews — the moat a new listing must climb

**Price range**

**Good****$3.36–$35.90**

cheapest to priciest tracked listing — scored on the share inside $15–$100

**Quality gap**

**Bad****4.7★**

avg incumbent rating — lower means beatable quality

**Conversion**

**Bad****1.7%**

search→purchase rate — share of searches ending in a sale

**Brand share**

**Bad****93%**

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.

0%3%$2K6%$4K9%$5K12%$7K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 72 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink](https://m.media-amazon.com/images/I/51cxRn3LiTL.jpg)**Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink**Squishmallows**$20.51**4.8★129 rev](https://www.amazon.com/dp/B0GM2SF89L) [2![Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink](https://m.media-amazon.com/images/I/51cxRn3LiTL.jpg)**Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink**Squishmallows**$19.87**4.8★129 rev](https://www.amazon.com/dp/B0GM24P5YG) [3![Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe](https://m.media-amazon.com/images/I/51yUHuz-jUL.jpg)**Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe**Komar Kids**$32.62**4.7★27 rev](https://www.amazon.com/dp/B0GM3G78GW) [4![Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink](https://m.media-amazon.com/images/I/51l+IpVP5XL.jpg)**Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink**Komar Kids**$23.69**4.6★29 rev](https://www.amazon.com/dp/B0GM3RGDCY) [5![Original Squishmallows Bracelet Design Set Cute & Friendship Bracelet Kit Jewelry Making Kit Charm Bracelet Making Kit Beading & Jewelry Making Friendship Bracelet Making Kit](https://m.media-amazon.com/images/I/51f1s-IIfoL.jpg)**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**$14.52**4.8★455 rev](https://www.amazon.com/dp/B0DSJX8N63)

**~~View all top sellers →~~**

### **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](https://m.media-amazon.com/images/I/41+9voejO9L.jpg)**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**$21.47**36 rev4mo ago](https://www.amazon.com/dp/B0GQ72W1XR) [![Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink](https://m.media-amazon.com/images/I/51cxRn3LiTL.jpg)**Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink**Squishmallows**$20.51**129 rev5mo ago](https://www.amazon.com/dp/B0GM2SF89L) [![Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink](https://m.media-amazon.com/images/I/51cxRn3LiTL.jpg)**Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink**Squishmallows**$19.87**129 rev5mo ago](https://www.amazon.com/dp/B0GM24P5YG) [![Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe](https://m.media-amazon.com/images/I/51yUHuz-jUL.jpg)**Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe**Komar Kids**$32.62**27 rev5mo ago](https://www.amazon.com/dp/B0GM3G78GW) [![Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink](https://m.media-amazon.com/images/I/51l+IpVP5XL.jpg)**Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink**Komar Kids**$23.69**29 rev5mo ago](https://www.amazon.com/dp/B0GM3RGDCY)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![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](https://m.media-amazon.com/images/I/41+9voejO9L.jpg)**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**$21.47**4.7★**▲ 213%**](https://www.amazon.com/dp/B0GQ72W1XR) [![The Childrens Place Girls 100% Cotton Short Sleeve Top and Shorts 2 Piece Pajama Set SLEEPSOLOTL 10](https://m.media-amazon.com/images/I/41VQK6-TqmL.jpg)**The Childrens Place Girls 100% Cotton Short Sleeve Top and Shorts 2 Piece Pajama Set SLEEPSOLOTL 10**The Children's Place**$15.23**4.7★**▲ 213%**](https://www.amazon.com/dp/B0DS6KDJTW) [![Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe](https://m.media-amazon.com/images/I/51yUHuz-jUL.jpg)**Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe**Komar Kids**$32.23**4.7★**▲ 197%**](https://www.amazon.com/dp/B0GM24WPW8) [![Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe](https://m.media-amazon.com/images/I/51yUHuz-jUL.jpg)**Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe**Komar Kids**$32.62**4.7★**▲ 190%**](https://www.amazon.com/dp/B0GM3G78GW) [![Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink](https://m.media-amazon.com/images/I/51cxRn3LiTL.jpg)**Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink**Squishmallows**$20.51**4.8★**▲ 190%**](https://www.amazon.com/dp/B0GM2SF89L)

**~~View all trending →~~**

## **Demand**

Weekly Amazon search volume, last 19 weeks — -26.2% search growth over the last 90 days.

4K3KMar '26Mar '26Apr '26May '26May '26Jun '26

## **Reviews**

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

### **What buyers love **

**Gifting Purpose**18%

*“Great gift”*

**Quality-Overall**13%

*“the variety is impressive”*

**Size-Overall**8%

*“Size Fit was Accurate”*

**Fun/Entertainment Experience**8%

*“it keeps kids entertained”*

**Soft Feel**8%

*“Its very soft”*

**Value For Money**6%

*“Good value”*

**Comfort-Overall**4%

*“comfortable”*

**Advertised Vs Actual Product**3%

*“Exactly as pictured”*

**Smell**3%

*“the chapstick itself smells great”*

**Design-Overall**3%

*“Cute designs”*

### **What buyers complain about **

**Size-Overall**20%

*“Really small”*

**Quality-Overall**10%

*“Poor quality”*

**Durability**8%

*“Breaks easily”*

**Value For Money**4%

*“This is not worth the price”*

**Adhesion/Stickiness**4%

*“they dont stick very well”*

**Ease Of Use**4%

*“hard for kids to handle it”*

**Thickness**3%

*“it is rather thick”*

**Hard Feel**2%

*“The squishy is kind of hard”*

**Color**2%

*“Beware of the opaque colors in particular”*

**Pilling/Linting**1%

*“I'm sure it will pill after washing”*

### **Top return reasons **

**Size-Overall**42%

**Value For Money**11%

**Quality-Overall**5%

**Advertised Vs Actual Product**5%

**Gifting Purpose**4%

**Defective Material/Parts**3%

**Product Condition**3%

**Adhesion/Stickiness**2%

**Length**2%

**Material Quality**2%