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Clay

Fail

Shoppers spend an estimated $60K a year here, so Clay is a Fail.

Flapen Score
42
42 / 100
Ranks 3,055 of 4,240 Küche, Haushalt & Wohnen niches · −6 vs the category median of 48
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.

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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

Every tracked product: its share of the shelf, its reviews, and its price.

Sign in to see the products

The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.

Competition

Competition: brands, sellers & click share

The top 5 products take 71% of clicks. A locked shelf that new listings rarely crack.

Brands

14 rising

Sellers

64

Top-5 brand share

77%

Top 20: 100%

Top-5 click share

71%

Top 20: 100%

Open market

20%

  • Brand 134%
  • Brand 219%
  • Brand 39%
  • Brand 48%
  • Brand 57%
  • Brand 63%

Demand

Clay search demand

Weekly searches over the year, seasonality beneath. Pick a range.

4K3KPrime Day '25Spike '25Black Friday '25MarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov, Dec · busiest ÷ quietest = 1.8×

Search terms

Top Clay search terms shoppers use

The exact words shoppers type, with 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.

15%of positive reviews mention “Qualität insgesamt”
15%of negative reviews mention “Feucht/Trocken”
0.4%of orders come back
“Mansche davon sind irgendwie trocken”
A buyer, on “Feucht/Trocken”15% of negative reviews mention the same topic

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

NegativePositive

FAQ

Common Clay questions

Answered from the same tracked data.