squishy
Worth a lookShows beatable incumbent ratings (3.2★), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Quality gap
Incredible3.2★avg incumbent rating — lower means beatable quality
Growth
Incredible+258.7%90-day search growth — must beat 0% to launch
Returns
Incredible0.9%return rate — above 6% kills the launch gate
Brand share
Great46%top-5 brand share — no brand owns this niche
Competition
Great30%top-5 click share — an open shelf
Review moat
Great292.32avg incumbent reviews — the moat a new listing must climb
Market size
Good€747K€747K/yr · 6.6M searches
Avg price
Okay€10.91avg listing price — sweet spot $15–$100
Price range
Okay€1.65–€23.91cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Bad1.0%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon Germany niche tracking, squishy is a €747K/yr Amazon Germany market (6.6M searches/yr). The top 5 brands hold 46% of demand. Demand peaks in May–Jun–Jul. Verdict: Worth a look — 76/100.
Data updated Jul 17, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 80K–100K
- avg 750–1,000/product
- Revenue / yr
- €873K–€1.1M
- units × avg price
- Launch success
- 53%
- 30 of 57 new (360d)
- Conversion rate
- 1.0%
- Avg BSR
- #214
- Page quality
- 0%
- Prime
- 71%
- Sponsored
- 91%
- Out of stock
- 19.8%
- Avg brand age
- 21 months
- Avg seller age
- 183 days
Competition
Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.Brands
45 falling
Sellers
65
Top-5 brand share
46%
Top 20: 83%
Top-5 click share
30%
Top 20: 65%
Open market
47%
- G CELOXO13%
- HeartGlobal10%
- TRENDHAUS9%
- HESUSUSI7%
- Pipihome7%
- LESONG7%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +258.7% search growth over the last 90 days.Peak months: May, Jun, Jul · busiest ÷ quietest = 7.8×
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 68 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
TRENDHAUS 967770 - XXL Anti-Stress Squeeze Super Cheese ca. 9 5 x 9 5 x 8 cm Squishy in Käse-Form Stressball für Kinder und Erwachsene
TRENDHAUS€8.933.7★137 rev
Glitzer Squishy Dumpling XXL Viral Mystery | TikTok Trend Überraschungs Anti-Stress Spielzeug für Kinder | Super weiche Squishys Dumplings zum sammeln Büro Mochi Baozi (1 Stück - Matte)
G CELOXO€14.892.1★65 rev
1x Squishy Dumplings Buns mit Box Anti-Stress Spielzeug Große 10 cm Mystery Dumplings Geschenkidee für Kinder & Erwachsene +Heartglobal Versandschutz
HeartGlobal€8.452.8★17 rev
XXL Squishy Dumpling Glitzer Viral Mystery - Trend Überraschungs Anti-Stress Spielzeug für Kinder - Super weiche Squishys zum sammeln - Steamed Buns Anti Stress Ball Knetball Baozi Mochi Büro
G CELOXO€15.611.8★15 rev
LESONG 3 Stück Sensory Stress Balls Anti Stress bälle Anti Stress Spielzeug für Kinder Erwachsene Squishy Ball Stressabbau für ADHD Autismus Geburtstag Klassenzimmer Geschenke
LESONG€14.273.4★133 rev
Newest
by launch date
Bao Bun Stress Balls
Bukbas€9.6016 rev
Dumpling Squishy Knödel Quetschball Antistress Fidget Toy Kinder Erwachsene
TrendandStylez€12.830 rev
XXL Squishy Dumpling Glitzer Viral Mystery - Trend Überraschungs Anti-Stress Spielzeug für Kinder - Super weiche Squishys zum sammeln - Steamed Buns Anti Stress Ball Knetball Baozi Mochi Büro
G CELOXO€15.6115 rev
LESONG 8 Stück Sensory Stress Ball Anti Stress Ball Squishy Ball Farbwechsel Stressball Quetschball Stressabbau Spielzeug für Kinder Erwachsene Geburtstag Geschenke ADHD Autismus
LESONG€13.09136 rev
Squishy Fun Box Mystery Set Blindbox Malzzucker kreativ langsam zurückkehrende Squishies Fidget-Entlastung Handentspannung Schreibtischdekoration Partygeschenk Geschenke für Erwachsene (#A)
Siebkorb€20.483 rev
Trending
90-day click momentum
TKGEOUE 1 Zufällig Dumplings Squishy with Steamer Box - Non-Edible Stressabbau-Spielzeug Squishy für Erwachsene Ideal als Partygeschenk oder Goodie Bag (A)
TKGEOUE€13.762.2★
Dumpling Squishy Mystery Giant Dumpling Squishy Original 7cm Dumplings Mystery Box XXL Stressabbau-Spielzeug für Erwachsene Ideal
Reiteag€12.382.6★
Dumpling Squishy Knödel Quetschball Antistress Fidget Toy Kinder Erwachsene
TrendandStylez€12.830.0★
Squishy Stressball Giant Squishies Fidget Toys für Erwachsene & Kinder Sensorik Anti Stress Spielzeug für ADHS Squeeze Antistressball Toy für Autismus Stressabbau Geschenke
Pipihome€9.422.8★
Mystery Dumplings Squishy Buns 1er 3er 4er Set Glitzer & Matt Überraschungsfarbe 5 5cm Squeeze Toy mit Steamer Box Anti Stress Ball Knetball Baozi Mochi Büro (1er - Glitzer)
TrendandStylez€12.561.5★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Super Spielspass”
“Super Qualität”
“Das TPR-Material ist angenehm weich”
“alles super, wie bestellt”
“Süße Geschenkidee”
“Gute Handhabung”
“Sehr süße Designs”
“trotzdem sehr robust”
“Sie liegen angenehm in der Hand”
“Passt”
What buyers complain about
“Literally lasted 5 minutes before breaking”
“stinky”
“Ungenügende Qualität”
“sind aber total klebrig.”
“Schade um knapp 11 Euro”
“Bilder irreführend”
“Sind winzig klein”
“Leider kam dieses Produkt schon beschädigt bei uns an”
“Farbe ab und”
“etwas hart”
Top return reasons
Common questions
- Is squishy profitable to sell on Amazon Germany?
- The niche generates €747K/yr across 68 tracked products. 30 of 57 products launched in the last 360 days are still selling. 90-day search growth is +258.7%. Flapen's verdict: Worth a look (76/100).
- How competitive is the squishy niche?
- 45 brands and 65 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 46% of demand.
- What do buyers complain about in squishy?
- Top complaints mined from reviews: Haltbarkeit, Geruch, Qualität insgesamt. The return rate is 0.9%.
- When does demand for squishy peak?
- Demand peaks in May–Jun–Jul; the busiest month runs 7.8× the quietest.
- What does it cost to enter the squishy niche?
- Listings span €1.65–€23.91; the average listing price is €10.91 (sweet spot $15–$100). The average incumbent carries 292 reviews — the moat a new listing must climb.
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