Clay
MaybeReturns run at only 0.7% of orders. But the average product has 7,168 reviews to catch up to, so Clay is a Maybe.
- Flapen Score
- 62 / 100Top 10% of 104 Arts & Crafts niches · +10 vs the category median of 5262
- Market size
- $719K/yr394K searches / yr
- 90-day growth
- +2.5%search demand this quarter
- Competition
- 29%top-5 click share · 25 brands · 85 sellers
Flapen Score
Clay against its category
The dotted line is the Arts & Crafts average. Past it, Clay is stronger. Inside it, weaker.
Market
The Clay market on Amazon at a glance
Shoppers on Amazon United Arab Emirates searched for Clay 394K times last year and spent an estimated $719K. The top 5 brands take 80% of clicks. Demand peaks in May. Flapen scores it 62 out of 100, a Maybe.
01 · Demand
5.3% of searches ended in a purchase last week.
Shoppers searched for this 394K times in the last 12 months. That counts every search on Amazon United Arab Emirates for this niche's terms. In the latest week, 5.3% of those searches ended in a purchase. Searches in the last 90 days moved +2.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated $719K a year.
- Searches, last 12 months
- 394K
- Growth, 90 days vs prior 90
- +2.5%
- Conversion, latest week
- 5.3%
- Market size, estimated
- $719Ka year
- Peak month
- May2.2× the quietest month
- Top search term
- clay89K searches a year
02 · Price
A sale here is worth $34.34.
Listings sell for $34.34 on average, from $5.03 to $138.32. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 500 to 750 of them. At $34.34 that is $17K to $26K a year per listing.
- Average price
- $34.34inside the $15 to $100 sweet spot
- Price range
- $5.03–$138.32
- Amazon United Arab Emirates median price
- $60.52across 3,090 niches
- Units sold a year
- 30K–40K
- Units per listing a year
- 500–750
- Revenue per listing a year
- $17K–$26K
- Returns
- 0.7%of orders · Amazon United Arab Emirates median 1.6%
03 · Entry bar
The bar here is reviews.
74% of listings pay for placement with sponsored ads. 98% ship with Prime. On an average day, 1.8% of listings are out of stock. The average listing ranks #77 within Arts & Crafts. It carries 7,168 reviews at 4.41 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 74%
- Prime listings
- 98%
- Out of stock, average day
- 1.8%
- Average rank
- #77in Arts & Crafts
- Average rating
- 4.41 starsAmazon United Arab Emirates average 4.27 stars
- Average reviews
- 7,168per listing
- Listings tracked
- 65
04 · Newcomers
Amazon counts 3 of last year's 10 launches as successful.
10 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 44 months on average, so the names here are settling in.
- Launched, last 12 months
- 10
- Successful launches
- 3Amazon's first-year sales bar
- Average brand age
- 44 months
Products
Top Clay products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Play-Doh 10 Pack Modeling Compound Case of Colors 2-Ounce Cans Kids Toys for 2 Years and Up Arts and Crafts for Kids Imagination Toys Art and craft gifts
- Price
- $26.29
- Rating
- 4.5/5
- Reviews
- 37,724
- Age
- 7y ago

Jovi Air Hardening Clay 1000Gm White
- Price
- $15.66
- Rating
- 4.4/5
- Reviews
- 8,733
- Age
- 13y ago

Jovi Air-Dry Modeling Clay White 500g ART. 85
- Price
- $9.36
- Rating
- 4.5/5
- Reviews
- 3,724
- Age
- 13y ago

36 Color Non-Toxic Air Dry Clay Set for Kids Soft Lightweight Magic Clay for Creative DIY Crafts and Modeling Fun
- Price
- $18.90
- Rating
- 4.4/5
- Reviews
- 73
- Age
- 1y ago

Clay 48 Color Non-Toxic for Kids Soft Modeling Clay Magic Clay with Sculpting Tools Lightweight DIY Crafts and Modeling Fun
- Price
- $22.83
- Rating
- 4.8/5
- Reviews
- 10
- Age
- 5mo ago
Trending
90-day click momentum
36 Air Dry Clay Set Non-Toxic Soft Lightweight Magic Clay for Creative DIY Crafts and Modeling Fun
- Price
- $19.27
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 2mo ago

Duravel Air Dry Modelling Clay Set 36 Colours Lightweight and Stretchy Arts and Crafts Gift for Kids Boys and Girls
- Price
- $15.95
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 2mo ago

TipTop Sculpt Play Air Dry Modeling Clay Kit 500g White Complete Art Craft Kit for Kids & Adults with Tools & Paints No Bake Clay for School Projects DIY Pottery & Sculpting Set
- Price
- $50.42
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 3mo ago

Clay 48 Color Non-Toxic for Kids Soft Modeling Clay Magic Clay with Sculpting Tools Lightweight DIY Crafts and Modeling Fun
- Price
- $22.83
- Rating
- 4.8/5
- Reviews
- 10
- Age
- 5mo ago

24 Colors Air Dry Clay Kit for Kids - Ultra Light Modeling Foam Clay Set with Sculpting Tools - Safe Non-Toxic & No-Bake Art Supplies for Girls & Boys
- Price
- $16.89
- Rating
- 3.8/5
- Reviews
- 11
- Age
- 11mo ago
Newest
by launch date
Duravel Air Dry Modelling Clay Set 36 Colours Lightweight and Stretchy Arts and Crafts Gift for Kids Boys and Girls
- Price
- $15.95
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 2mo ago

36 Air Dry Clay Set Non-Toxic Soft Lightweight Magic Clay for Creative DIY Crafts and Modeling Fun
- Price
- $19.27
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 2mo ago

TipTop Sculpt Play Air Dry Modeling Clay Kit 500g White Complete Art Craft Kit for Kids & Adults with Tools & Paints No Bake Clay for School Projects DIY Pottery & Sculpting Set
- Price
- $50.42
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 3mo ago

Clay 48 Color Non-Toxic for Kids Soft Modeling Clay Magic Clay with Sculpting Tools Lightweight DIY Crafts and Modeling Fun
- Price
- $22.83
- Rating
- 4.8/5
- Reviews
- 10
- Age
- 5mo ago

48 Color Non-Toxic Air Dry Clay Set for Kids Air Dry Clay Fun Toy Creative Art DIY Crafts Gift for Kids Lightweight Magic Clay for Creative DIY Crafts and Modeling Fun (48)
- Price
- $20.56
- Rating
- 4.4/5
- Reviews
- 16
- Age
- 11mo ago
Competition
Competition: brands, sellers & click share
The top 5 products take only 29% of clicks. An open shelf where new products get seen.
Brands
25 rising
Sellers
85
Top-5 brand share
80%
Top 20: 98%
Top-5 click share
29%
Top 20: 66%
Open market
17%
- Play-Doh28%
- Generic26%
- Jovi19%
- The Moon brand4%
- Faber-Castell4%
- DAS3%
- Open — no brand owns it (19 brands, 17%)
Demand
Clay search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: May · busiest ÷ quietest = 2.2×
Search terms
Top Clay search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- clay89K/yr
- playdough70K/yr
- air dry clay43K/yr
- play doh38K/yr
- clay for kids29K/yr
- playdoh19K/yr
- play dough20K/yr
- صلصال فوم13K/yr
- playdough sets for kids13K/yr
- صلصال11K/yr
Reviews and returns
What reviews say buyers love and hate about Clay
We read the reviews and the return reasons for every product selling here.
“Some are a bit dry”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
18 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Clay questions
Answered from the same tracked data.









