Clay
FailShoppers spend an estimated $60K a year here, so Clay is a Fail.
- Flapen Score
- 42 / 100Ranks 3,055 of 4,240 Küche, Haushalt & Wohnen niches · −6 vs the category median of 4842
- Market size
- €60K/yr123K searches / yr
- 90-day growth
- -3.5%search demand this quarter
- Competition
- 71%top-5 click share · 14 brands · 64 sellers
Flapen Score
Clay against its category
The dotted line is the Küche, Haushalt & Wohnen average. Past it, Clay is stronger. Inside it, weaker.
Market
The Clay market on Amazon at a glance
Shoppers on Amazon Germany searched for Clay 123K times last year and spent an estimated €60K. The top 5 brands take 77% of clicks. Demand peaks in Nov–Dec. Flapen scores it 42 out of 100, a Fail.
01 · Demand
An estimated 3.4% of those searches ended in a purchase.
Shoppers searched for this 123K times in the last 12 months. That counts every search on Amazon Germany for this niche's terms. An estimated 3.4% of those searches ended in a purchase. Searches in the last 90 days moved -3.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated €60K a year.
- Searches, last 12 months
- 123K
- Growth, 90 days vs prior 90
- -3.5%
- Conversion, latest week
- 3.4%
- Market size, estimated
- €60Ka year
- Peak month
- November1.8× the quietest month
- Top search term
- clay101K searches a year
02 · Price
A sale here is worth €14.25.
Listings sell for €14.25 on average, from €3.74 to €36.25. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 250 to 500 of them. At €14.25 that is €4K to €7K a year per listing.
- Average price
- €14.25under the $15 to $100 sweet spot
- Price range
- €3.74–€36.25
- Amazon Germany median price
- €18.99across 29,809 niches
- Units sold a year
- 4K–5K
- Units per listing a year
- 250–500
- Revenue per listing a year
- €4K–€7K
- Returns
- 0.4%of orders · Amazon Germany median 1.1%
03 · Entry bar
The bar here is ads and reviews.
93% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 3.6% of listings are out of stock. The average listing ranks #11 within Modellierung. It carries 6,912 reviews at 4.41 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 93%
- Prime listings
- 100%
- Out of stock, average day
- 3.6%
- Average rank
- #11in Modellierung
- Average rating
- 4.41 starsAmazon Germany average 4.37 stars
- Average reviews
- 6,912per listing
- Listings tracked
- 15
04 · Newcomers
1 of last year's 2 launches cleared the first-year sales bar.
2 products launched here in the last 12 months. 1 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 43 months on average, so the names here are settling in.
- Launched, last 12 months
- 2
- Successful launches
- 1Amazon's first-year sales bar
- Average brand age
- 43 months
Products
Top Clay products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 14, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Jovi Air Dry Modelliermasse gebrauchsfertig lufttrocknend auf Basis von Feuchtton 3x 500g in weiß
- Price
- €6.07
- Rating
- 4.6/5
- Reviews
- 4,971
- Age
- 3y ago

AUAUY Modelliermasse-Set Knete Starter Set 60 Farben Lufttrocknende Magische Knete für Kinder Modelliermasse Lufttrocknend Art Polymer Clay Geschenk für Jungen und Mädchen im Alter von 3-12 Jahren
- Price
- €8.10
- Rating
- 4.3/5
- Reviews
- 971
- Age
- 2y ago

WoldoClean Modelliermasse lufttrocknend Weiß 2 5 kg Ton ohne Brennen
- Price
- €11.28
- Rating
- 4.4/5
- Reviews
- 1,748
- Age
- 1y ago

DAS Modelliermasse 1 kg Farbe Weiß
- Price
- €6.36
- Rating
- 4.6/5
- Reviews
- 72,505
- Age
- 15y ago

Air Dry Clay Set 36 Farben Modelliermasse Lufttrocknend mit 5 Knete Zubehör 6 Plastikkugeln zum Befüllen 6 Zip Beutel Kugelketten und Tutorials Kinderknete Set Kunsthandwerk Geschenk für Kinder
- Price
- €11.42
- Rating
- 4.5/5
- Reviews
- 215
- Age
- 1y ago
Trending
estimated 90-day click momentum
Artecho 50 Farben Polymer Clay Set mit 5 Werkzeug & Zubehör
- Price
- €19.36
- Rating
- 4.7/5
- Reviews
- 52
- Age
- 8mo ago

TicKiddos 72 Beutel Knete 36 Farben Modelliermasse Lufttrocknend mit 15 Werkzeugen Weiche Ultraleichte Nicht Kinderknete Set Geschenk für Jungen und Mädchen ab 3 4 5 6 7 8 9 10
- Price
- €13.81
- Rating
- 4.4/5
- Reviews
- 253
- Age
- 2y ago

Jovi Air Dry Modelliermasse gebrauchsfertig lufttrocknend auf Basis von Feuchtton 250 g in weiß 3er Pack
- Price
- €3.74
- Rating
- 4.5/5
- Reviews
- 139
- Age
- 2y ago

48 Farben Modelliermasse Lufttrocknend Lufttrocknende Modelliermasse Selbsttrocknende Modelliermasse Lufttrocknende Knete für Kinder Geschenk für Jungen und Mädchen im Alter von 3-12 Jahren
- Price
- €8.91
- Rating
- 4.3/5
- Reviews
- 235
- Age
- 4mo ago

Air Dry Clay Set 36 Farben Modelliermasse Lufttrocknend mit 5 Knete Zubehör 6 Plastikkugeln zum Befüllen 6 Zip Beutel Kugelketten und Tutorials Kinderknete Set Kunsthandwerk Geschenk für Kinder
- Price
- €11.42
- Rating
- 4.5/5
- Reviews
- 215
- Age
- 1y ago
Newest
by launch date
48 Farben Modelliermasse Lufttrocknend Lufttrocknende Modelliermasse Selbsttrocknende Modelliermasse Lufttrocknende Knete für Kinder Geschenk für Jungen und Mädchen im Alter von 3-12 Jahren
- Price
- €8.91
- Rating
- 4.3/5
- Reviews
- 235
- Age
- 4mo ago

Artecho 50 Farben Polymer Clay Set mit 5 Werkzeug & Zubehör
- Price
- €19.36
- Rating
- 4.7/5
- Reviews
- 52
- Age
- 8mo ago

Air Dry Clay Set 36 Farben Modelliermasse Lufttrocknend mit 5 Knete Zubehör 6 Plastikkugeln zum Befüllen 6 Zip Beutel Kugelketten und Tutorials Kinderknete Set Kunsthandwerk Geschenk für Kinder
- Price
- €11.42
- Rating
- 4.5/5
- Reviews
- 215
- Age
- 1y ago

WoldoClean Modelliermasse lufttrocknend Weiß 2 5 kg Ton ohne Brennen
- Price
- €11.28
- Rating
- 4.4/5
- Reviews
- 1,748
- Age
- 1y ago

100ml air dry clay glaze und 29pcs modellierwerkzeug Werkzeug ton glasur ohne brennen Schützt die Keramik vor Oberflächenverschleiß und kann zum Stippeln Schnitzen Gießen verwendet werden (Glanz)
- Price
- €20.21
- Rating
- 4.5/5
- Reviews
- 141
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 71% of clicks. A locked shelf that new listings rarely crack.
Brands
14 rising
Sellers
64
Est. top-5 brand share
77%
Top 20: 100%
Est. top-5 click share
71%
Top 20: 100%
Open market
20%
- Jovi34%
- AUAUY19%
- WoldoClean9%
- DAS8%
- HanCheng7%
- EIGTWEN3%
Demand
Clay search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 1.8×
Search terms
Top Clay search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- clay101K/yr
- air dry clay set11K/yr
- jovi air dry modelliermasse5K/yr
- modelling clay5K/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.
“Mansche davon sind irgendwie trocken”
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.
19 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.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









