---
title: "Squishmallow — $3K/yr Amazon SG Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/sg/toys/squishmallow"
last_updated: "2026-08-08T05:28:42.472Z"
locale: en
meta:
description: "Niche score 38/100 · $3K/yr market · 28K searches/yr · $21.39 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 38/100 · $3K/yr market · 28K searches/yr · $21.39 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Squishmallow — $3K/yr Amazon SG Niche (2026) - Flapen"
---
# **squishmallow**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 1Growth 53Conversion 7Competition 41Returns 100Price range 77Avg price 91Brand share 0Review moat 64Quality gap 18
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$21.39**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$8.72–$37.02**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Good****936.5**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Good****+25.4%**
90-day search growth — must beat 0% to launch
**Competition**
**Okay****61%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****0.6%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Bad****$3K**
$3K/yr · 28K searches
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon Singapore niche tracking, squishmallow is a $3K/yr Amazon Singapore market (28K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 38/100.
Data updated Jul 24, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **squishmallow market data**
- **Units sold / yr**
- **100–250**
- avg 0–100/product
- **Revenue / yr**
- **$2K–$5K**
- units × avg price
- **Conversion rate**
- **0.6%**
- **Avg BSR**
- **#180**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **6%**
- **Out of stock**
- **9.4%**
- **Avg brand age**
- **43 months**
- **Avg seller age**
- **0 days**
## **Competition & brand share**
The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**5 **▼falling
**Sellers**
**5**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**61%**
Top 20: 100%
**Open market**
**0%**
- Squishmallows47% - Squishville28% - Horizon Group USA16% - Squish-a-longs6% - WHAT DO YOU MEME?3%
## **Demand**
Weekly Amazon search volume, last 47 weeks — +25.4% search growth over the last 90 days.
1K750Spike '25Black Friday '25Spike '26Prime Day '26Aug '25Oct '25Dec '25Jan '26Mar '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/sg/toys/squishmallow/trend)
## **Top squishmallow search terms**
- **squishmallow**24K/yr+26.2%0.6% conv. - **squishmallows**3K/yr+24.0%0.2% conv. - **squishville**497/yr+3.7%0.0% conv. [**All search terms **](https://flapen.com/research/sg/toys/squishmallow/search-terms)
## **Top squishmallow products on Amazon**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%5%$16610%$33215%$49820%$6631001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 18 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**SQUISHMALLOWS Original Ultimate Slime MixIns 10-Pack Glitter & Cloud Slime 8 Fun Slime Add Ins Pre-Made Slime for Kids Crunchy Slime Slime Bulk Great 6 Year Old Toys Super Soft Sludge Toy**Squishmallows**$23.45**4.7★1,115 rev](https://www.amazon.sg/dp/B0CPKGW3GZ) [2**Squishville by Original Squishmallows Play and Display Storage - Four 2-Inch Plush Included - Big Foot Axolotl Parrot Chameleon - Hang or Stand Display Case - Amazon Exclusive**Squishville**$25.21**4.7★1,038 rev](https://www.amazon.sg/dp/B0BQKLPT22) [3**Original Squishmallows Bracelet Design Set Cute Bracelet Making Kit Friendship Bracelet Kit Jewelry Making Kit Charm Bracelet Making Kit Beading & Jewelry Making Friendship Bracelet Making Kit**Horizon Group USA**$22.83**4.8★465 rev](https://www.amazon.sg/dp/B0DSJX8N63) [4**Squishmallows Original Micromallows Plush Birthday Countdown 7-Pack**Squishmallows**$26.51**4.8★144 rev](https://www.amazon.sg/dp/B0DK7Y2GVM) [5**Squishville by Squishmallow Mini Plush Sealife Squad Six 2 Soft Mini-Squishmallow Sea Animals Irresistebly Soft Colorful Plush Mini Shark Otter and Seahorse Squishmallows**Squishville**$20.26**4.7★3,930 rev](https://www.amazon.sg/dp/B08G1XLJCS)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Squishmallows Original Micromallows Plush Birthday Countdown 7-Pack**Squishmallows**$26.51**144 rev10mo ago](https://www.amazon.sg/dp/B0DK7Y2GVM) [**Squish-a-longs Mini-Squish 14-Pack (Wave 3 Style 2)**Squish-a-longs**$23.90**298 rev1y ago](https://www.amazon.sg/dp/B0DK7XJM6W) [**Squishmallows Original Archie The Axolotl Squishy Journal 80 Lined Pages Cute Diary Journal for Girls Kids Journal Birthday Gift Girls Journal Cute Stationery Journal for Kids**Squishmallows**$12.71**140 rev1y ago](https://www.amazon.sg/dp/B0DWNKBC38) [**Squishmallows Original Sanrio 8in Scented Boba Mystery Squad Official Jazwares Plush (Little)**Squishmallows**$23.71**268 rev1y ago](https://www.amazon.sg/dp/B0D4FB6T1N) [**Squish-a-longs by Squishmallows 25 Pack - Series 2 - (25) 1 Mini-Squish 5 Accessories 1 Ring & 1 Collectors Guide - 2 Chase Figures - Collect Trade & Play**Squish-a-longs**$37.02**278 rev1y ago](https://www.amazon.sg/dp/B0D6CW8B4S)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Squishmallows Original Mini Eraser Set 25 Small Erasers Cute School Supplies Cute Stationery Supplies Fun Office Supplies Kids Journal Accessories Sketch Journal Stationery**Horizon Group USA**$12.47**4.9★**▲ 321%**](https://www.amazon.sg/dp/B0DTB5JRV9) [**Squishville by Squishmallow Mini Plush Sealife Squad Six 2 Soft Mini-Squishmallow Sea Animals Irresistebly Soft Colorful Plush Mini Shark Otter and Seahorse Squishmallows**Squishville**$20.26**4.7★**▲ 118%**](https://www.amazon.sg/dp/B08G1XLJCS) [**Squish-a-longs Mini-Squish 14-Pack (Wave 3 Style 2)**Squish-a-longs**$23.90**4.7★**▲ 103%**](https://www.amazon.sg/dp/B0DK7XJM6W) [**Squishmallows Official Kellytoy Plush 12 Maui The Pineapple - Ultrasoft Stuffed Animal Plush Toy Multi**Squishmallows**$13.02**4.8★**▲ 66%**](https://www.amazon.sg/dp/B08G1Y91H9) [**SQUISHMALLOWS Original Lola The Unicorn Premium Cloud Slime Cotton Candy Scented 8 oz. Fluffy 2 Fun Add Ins Pre-Made for Kids Great 6 Year Old Toys Super Soft Toy**Squishmallows**$10.33**4.5★**▲ 63%**](https://www.amazon.sg/dp/B0CN7FLF5T)
**~~View all trending →~~**
## **What buyers say about squishmallow**
What buyers praise and complain about, mined from review topics.
### **Top return reasons **
**Stain Resistance**50%
**Moist/Dry**17%
**Compatibility-Overall**17%
**Product Condition**17%
## **Common questions**
- **Is squishmallow profitable to sell on Amazon Singapore?**
- The niche generates $3K/yr across 18 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +25.4%. Flapen's verdict: Skip it (38/100).
- **How competitive is the squishmallow niche?**
- 5 brands and 5 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 100% of demand.
- **What does it cost to enter the squishmallow niche?**
- Listings span $8.72–$37.02; the average listing price is $21.39 (sweet spot $15–$100). The average incumbent carries 937 reviews — the moat a new listing must climb.
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