squishmallow
Worth a lookShows low returns (0.8%), but soft demand (-23.3% this quarter) keeps it on the watch list.
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Competition
Great25%top-5 click share — an open shelf
Review moat
Good719.04avg incumbent reviews — the moat a new listing must climb
Market size
Good£610K£610K/yr · 2.7M searches
Price range
Okay£3.66–£24.12cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£11.30avg listing price — sweet spot $15–$100
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Conversion
Okay2.0%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-23.3%90-day search growth — must beat 0% to launch
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.
Data updated Jul 23, 2026 · scored weekly · How we score niches
squishmallow market data
- Units sold / yr
- 50K–60K
- avg 100–250/product
- Revenue / yr
- £565K–£678K
- units × avg price
- Conversion rate
- 2.0%
- Avg BSR
- #344
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 81%
- Out of stock
- 12.3%
- Avg brand age
- 23 months
- Avg seller age
- 171 days
Competition & brand 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%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -23.3% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 6.0×
Top squishmallow search terms
- 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
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.
All 24 tracked products in this niche — three views at once, no toggling.
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)
Squishmallows£22.780.0★0 rev
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
Squishmallows£16.074.8★329 rev
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)
Squishmallows£22.680.0★0 rev
Squish-a-longs 25-Pack - Series 3 - (25) 1 Mini-Squish 5 Accessories 1 Ring * Collectors Guide - Collect Trade & Play
Squish-a-longs£16.254.7★411 rev
Squishmallows Original Griella the Winking Brown Cow with Rainbow Spotted Belly 8-Inch Plush
Squishmallows£8.524.5★110 rev
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)
Squishmallows£22.780 rev
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)
Squishmallows£22.680 rev
Squishmallows Original 12-Inch Akina the Axolotl Sleepamallows Plush
Squishmallows£12.105 rev
Squishmallows Original Micromallows Bouquet (Exclusive)
Squishmallows£15.48282 rev
Squishmallows Original Micromallows Bouquet
Squishmallows£14.75282 rev
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)
Squishmallows£22.680.0★
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)
Squishmallows£22.780.0★
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
Squishmallows£16.074.8★
Get Trend Squishmallows Girls Baseball Cap Sunglasses & Scrunchie Set Adjustable Hat 100% UV Shades Holiday Accessories (Pink Squishmallows)
Get Trend£14.054.4★
Squishmallows Original 12-Inch Akina the Axolotl Sleepamallows Plush
Squishmallows£12.104.0★
What buyers say about squishmallow
What buyers praise and complain about, mined from review topics.What buyers love
“Very soft and squishy”
“Squishmellows are always high quality”
“Good price”
“Good Gift Idea”
“Good toy”
“Very good quality toothbrush”
“Really good size”
“As described”
“So comfy”
“they make a great addition to the collection”
What buyers complain about
“HUGE”
“Was a bit pricey”
“it was broke on arrival the seam accross the stomach is open”
“Not great quality”
“Faulty advert”
“Broke at first fall”
“Didnt work”
“Dusty box and dirty not sure why if there new”
“The plastic is so flimsy”
“The nose was damaged this was a Christmas present so was too late to send back”
Top return reasons
Common questions
- Is squishmallow profitable to sell on Amazon United Kingdom?
- The niche generates £610K/yr across 80 tracked products. 7 of 30 products launched in the last 360 days are still selling. 90-day search growth is -23.3%. Flapen's verdict: Worth a look (51/100).
- How competitive is the squishmallow niche?
- 15 brands and 173 sellers compete. The top 5 products take 25% of clicks and top 5 brands hold 86% of demand.
- What do buyers complain about in squishmallow?
- Top complaints mined from reviews: Size-Overall, Value For Money, Stitch/Finish/Polish. The return rate is 0.8%.
- When does demand for squishmallow peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 6.0× the quietest.
- What does it cost to enter the squishmallow niche?
- Listings span £3.66–£24.12; the average listing price is £11.30 (sweet spot $15–$100). The average incumbent carries 719 reviews — the moat a new listing must climb.