Squishmallow
Squishmallow shows low returns (0.8%), but soft demand (-23.3% this quarter) keeps it on the watch list.
Flapen Score
Is Squishmallow profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Squishmallow is a £610K/yr Amazon United Kingdom market (2.7M searches/yr). The top 5 brands hold 86% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 51/100.
Squishmallow: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -23.3% over the last 90 days and 2.0% of searches end in a purchase.
£610K
revenue / yr
Who owns the niche?
The top 5 brands hold 86% of demand, so 14% of the market is open.
14%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.
0/100
page quality · 80 products
Top Squishmallow products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
Squishmallows Girls Varsity Jacket Kids Bomber Jacket with Popper Buttons & Pockets Purple Character Jacket for Girls Age 5-6 to 11-12 Years (UK Age 11 Years 12 Years Regular)
- Price
- £22.78
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 4mo ago
Squishmallows Original Micromallows Plush 10-Pack - 2.5-Inch Plush Includes favourites Lili the Bee Connor the Cow Brody the Dinosaur Plath the Love Bird and Lasla the Octopus
- Price
- £16.07
- Rating
- 4.8/5
- Reviews
- 329
- Age
- 11mo ago
Squishmallows Girls Varsity Jacket Kids Bomber Jacket with Popper Buttons & Pockets Purple Character Jacket for Girls Age 5-6 to 11-12 Years (UK Age 9 Years 10 Years Regular)
- Price
- £22.68
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 4mo ago
Squish-a-longs 25-Pack - Series 3 - (25) 1 Mini-Squish 5 Accessories 1 Ring * Collectors Guide - Collect Trade & Play
- Price
- £16.25
- Rating
- 4.7/5
- Reviews
- 411
- Age
- 1y ago
Squishmallows Original Griella the Winking Brown Cow with Rainbow Spotted Belly 8-Inch Plush
- Price
- £8.52
- Rating
- 4.5/5
- Reviews
- 110
- Age
- 10mo ago
Trending
90-day click momentumSquishmallows Girls Varsity Jacket Kids Bomber Jacket with Popper Buttons & Pockets Purple Character Jacket for Girls Age 5-6 to 11-12 Years (UK Age 9 Years 10 Years Regular)
- Price
- £22.68
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 4mo ago
Squishmallows Girls Varsity Jacket Kids Bomber Jacket with Popper Buttons & Pockets Purple Character Jacket for Girls Age 5-6 to 11-12 Years (UK Age 11 Years 12 Years Regular)
- Price
- £22.78
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 4mo ago
Squishmallows Original Micromallows Plush 10-Pack - 2.5-Inch Plush Includes favourites Lili the Bee Connor the Cow Brody the Dinosaur Plath the Love Bird and Lasla the Octopus
- Price
- £16.07
- Rating
- 4.8/5
- Reviews
- 329
- Age
- 11mo ago
Get Trend Squishmallows Girls Baseball Cap Sunglasses & Scrunchie Set Adjustable Hat 100% UV Shades Holiday Accessories (Pink Squishmallows)
- Price
- £14.05
- Rating
- 4.4/5
- Reviews
- 83
- Age
- 9mo ago
Squishmallows Original 12-Inch Akina the Axolotl Sleepamallows Plush
- Price
- £12.10
- Rating
- 4.0/5
- Reviews
- 5
- Age
- 4mo ago
Newest
by launch dateSquishmallows Girls Varsity Jacket Kids Bomber Jacket with Popper Buttons & Pockets Purple Character Jacket for Girls Age 5-6 to 11-12 Years (UK Age 11 Years 12 Years Regular)
- Price
- £22.78
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 4mo ago
Squishmallows Girls Varsity Jacket Kids Bomber Jacket with Popper Buttons & Pockets Purple Character Jacket for Girls Age 5-6 to 11-12 Years (UK Age 9 Years 10 Years Regular)
- Price
- £22.68
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 4mo ago
Squishmallows Original 12-Inch Akina the Axolotl Sleepamallows Plush
- Price
- £12.10
- Rating
- 4.0/5
- Reviews
- 5
- Age
- 4mo ago
Squishmallows Original Micromallows Bouquet (Exclusive)
- Price
- £15.48
- Rating
- 4.7/5
- Reviews
- 282
- Age
- 5mo ago
Squishmallows Original Micromallows Bouquet
- Price
- £14.75
- Rating
- 4.7/5
- Reviews
- 282
- Age
- 5mo ago
Competition: brands, sellers & click share
Clicks spread well past the top 5 (25% combined) — an open shelf where new products get seen.
Brands
15 falling
Sellers
173
Top-5 brand share
86%
Top 20: 100%
Top-5 click share
25%
Top 20: 58%
Open market
12%
- Squishmallows71%
- Squish-a-longs7%
- Get Trend3%
- AMOZO3%
- SQEQE2%
- Top Trumps2%
- Open — no brand owns it (9 brands, 12%)
Squishmallow demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 6.0×
Top Squishmallow search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- squishmallow1.9M/yr
- squishmallows285K/yr
- squishmallow large97K/yr
- squishmallow mini42K/yr
- squish mellow21K/yr
- squishmallow pillow37K/yr
- mini squishmallows29K/yr
- large squishmallow47K/yr
- squish mallow18K/yr
- giant squishmallow35K/yr
What reviews say buyers love and hate about Squishmallow
What buyers mention most, as a share of all reviews.
What buyers love
83% of reviews“Very soft and squishy”
“Squishmellows are always high quality”
“Good price”
“Good Gift Idea”
“Good toy”
What buyers complain about
76% of reviews“HUGE”
“Was a bit pricey”
“it was broke on arrival the seam accross the stomach is open”
“Not great quality”
“Faulty advert”
Squishmallow return rate & reasons
Why buyers send it back, as a share of all return requests.
0.8%
Return rate
65%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Squishmallow questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
