Putty
Putty shows low returns (0.3%), but prices mostly outside the sweet spot ($3.61–$13.66) keeps it on the watch list.
Flapen Score
Is Putty profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Putty is a £131K/yr Amazon United Kingdom market (381K searches/yr). The top 5 brands hold 65% of demand. Demand peaks in Dec. Verdict: Worth a look — 51/100.
Putty: 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 -1.3% over the last 90 days and 4.2% of searches end in a purchase.
£131K
revenue / yr
Who owns the niche?
The top 5 brands hold 65% of demand, so 35% of the market is open.
35%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.
0/100
page quality · 30 products
Top Putty 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
Colour Changing Slime Putty 1 Pack Random Colour Fun Novelty Magical Heat Sensitive Stress Relief Great for Children with Autism Special Needs ASD ADHD SPD (Colour Changing Putty 1)
- Price
- £4.15
- Rating
- 3.4/5
- Reviews
- 545
- Age
- 3y ago
Putty & Mud Set 4 x Colour Changing Magnetic UV & Liquid Glass Exciting Putties & Wire Drawing Muds Sensory Therapy Putty & Squishy Fidget Toy Gift Set
- Price
- £10.61
- Rating
- 4.3/5
- Reviews
- 84
- Age
- 1y ago
The Glowhouse Colour Changing Smart Putty Purple to Blue Heat-Reactive Sensory for Kids & Adults Soft Stretchy Fidget Therapy Putty Colour Shifts with Touch Stress Relief Toy
- Price
- £8.78
- Rating
- 4.3/5
- Reviews
- 1,827
- Age
- 7y ago
JOYIN Galaxy Color-Changing Putty 4.2oz Slime for Kids Therapy Putty Toys for Adults Sensory Toy Squishy Toys for Kids Anxiety Stress Relief Gifts for Adults Desk Toys
- Price
- £11.32
- Rating
- 4.4/5
- Reviews
- 282
- Age
- 1y ago
JFA Medical Therapy Exercise Putty 5 Strengths - Extra Soft Soft Medium Firm Extra Firm 57g Tubs
- Price
- £11.73
- Rating
- 4.6/5
- Reviews
- 1,653
- Age
- 5y ago
Trending
90-day click momentum
Everbuild 101 Multi-Purpose Linseed Oil Putty Suitable for Single Pane Glass Natural 2kg
- Price
- £6.79
- Rating
- 4.4/5
- Reviews
- 739
- Age
- 19y ago
Crazy Aarons Rainbow Reveal Thinking Putty Heat-Sensitive UV-Reactive Glow-in-Dark 90g
- Price
- £12.90
- Rating
- 4.7/5
- Reviews
- 94
- Age
- 1y ago
Set of 3 Kids stretchy Putty Glow in the dark Heat Sensitive & UV Reactive UK Stress Relief Great for Children and Adults
- Price
- £8.30
- Rating
- 4.2/5
- Reviews
- 12
- Age
- 11mo ago
Everbuild 101 Multi-Purpose Linseed Oil Putty Suitable for Single Pane Glass Natural 1kg
- Price
- £4.49
- Rating
- 4.5/5
- Reviews
- 1,617
- Age
- 19y ago
EVO-STIK Glaziers Putty Natural - 280ml - Gun Grade Acrylic Glazing Putty
- Price
- £4.03
- Rating
- 4.5/5
- Reviews
- 332
- Age
- 7y ago
Newest
by launch date
Glitter Putty 2 x Squeezable Exciting Putties Non-Toxic Long Lasting Non-Drying Stress Relief Hand Exercise Science Learning & Fun for Kids
- Price
- £6.54
- Rating
- 4.2/5
- Reviews
- 7
- Age
- 9mo ago
Set of 3 Kids stretchy Putty Glow in the dark Heat Sensitive & UV Reactive UK Stress Relief Great for Children and Adults
- Price
- £8.30
- Rating
- 4.2/5
- Reviews
- 12
- Age
- 11mo ago
JOYIN Galaxy Color-Changing Putty 4.2oz Slime for Kids Therapy Putty Toys for Adults Sensory Toy Squishy Toys for Kids Anxiety Stress Relief Gifts for Adults Desk Toys
- Price
- £11.32
- Rating
- 4.4/5
- Reviews
- 282
- Age
- 1y ago
Chameleon Putty - 2 x Squeezable Exciting Putties Non-Toxic Long Lasting Non-Drying Stress Relief Hand Exercise Science Learning & Fun for Kids
- Price
- £6.17
- Rating
- 4.3/5
- Reviews
- 27
- Age
- 1y ago
Liquid Glass Putty - 2 x Clear Transparent Squeezable Exciting Putties Non-Toxic Long Lasting Non-Drying Stress Relief Hand Exercise Science Learning & Fun for Kids
- Price
- £6.41
- Rating
- 4.3/5
- Reviews
- 25
- Age
- 1y ago
Competition: brands, sellers & click share
The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.
Brands
16 falling
Sellers
66
Top-5 brand share
65%
Top 20: 100%
Top-5 click share
42%
Top 20: 87%
Open market
28%
- Bodygenix22%
- D.A.Y. Republic14%
- The Glowhouse12%
- JFA Medical10%
- Meglio7%
- JOYIN7%
Putty demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Dec · busiest ÷ quietest = 2.7×
Top Putty search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- putty236K/yr
- putty for kids48K/yr
- silly putty19K/yr
- putty slime11K/yr
- sensory putty12K/yr
- kids putty8K/yr
- colour changing putty6K/yr
- liquid lava putty6K/yr
- fidget putty6K/yr
- slime putty6K/yr
What reviews say buyers love and hate about Putty
What buyers mention most, as a share of all reviews.
What buyers love
67% of reviews“Best quality putty I've ever ordered”
“Good price”
“As advertised”
“So smooth and satisfying”
“Great fidget toy”
What buyers complain about
63% of reviews“not for the price mady 3£ max”
“Not much bigger than a table spoon”
“it sticks to your hands quite badly”
“it has a smoky smell”
“sometimes it is hard to close the pot”
Putty return rate & reasons
Why buyers send it back, as a share of all return requests.
0.3%
Return rate
47%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Putty 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.
