putty
Worth a lookShows low returns (0.3%), but prices mostly outside the sweet spot ($3.61–$13.66) keeps it on the watch list.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Competition
Good42%top-5 click share — leaders hold, buyers still browse
Brand share
Good65%top-5 brand share — brands hold most of the demand
Review moat
Good897.7avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Good4.2%search→purchase rate — share of searches ending in a sale
Market size
Okay£131K£131K/yr · 381K searches
Growth
Bad-1.3%90-day search growth — must beat 0% to launch
Avg price
Bad£8.28avg listing price — sweet spot $15–$100
Price range
Bad£3.61–£13.66cheapest to priciest tracked listing — scored on the share inside $15–$100
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.
Data updated Jul 24, 2026 · scored weekly · How we score niches
putty market data
- Units sold / yr
- 13K–15K
- avg 250–500/product
- Revenue / yr
- £104K–£124K
- units × avg price
- Conversion rate
- 4.2%
- Avg BSR
- #41
- Page quality
- 0%
- Prime
- 90%
- Sponsored
- 73%
- Out of stock
- 7.1%
- Avg brand age
- 42 months
- Avg seller age
- 173 days
Competition & brand 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%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -1.3% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 2.7×
Top putty search terms
- 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
Top putty 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
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)
D.A.Y. Republic£4.153.4★545 rev
Putty & Mud Set 4 x Colour Changing Magnetic UV & Liquid Glass Exciting Putties & Wire Drawing Muds Sensory Therapy Putty & Squishy Fidget Toy Gift Set
Bodygenix£10.614.3★84 rev
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
The Glowhouse£8.784.3★1,827 rev
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
JOYIN£11.324.4★282 rev
JFA Medical Therapy Exercise Putty 5 Strengths - Extra Soft Soft Medium Firm Extra Firm 57g Tubs
JFA Medical£11.734.6★1,653 rev
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
Bodygenix£6.547 rev
Set of 3 Kids stretchy Putty Glow in the dark Heat Sensitive & UV Reactive UK Stress Relief Great for Children and Adults
Bodygenix£8.3012 rev
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
JOYIN£11.32282 rev
Chameleon Putty - 2 x Squeezable Exciting Putties Non-Toxic Long Lasting Non-Drying Stress Relief Hand Exercise Science Learning & Fun for Kids
Bodygenix£6.1727 rev
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
Bodygenix£6.4125 rev
Trending
90-day click momentum
Everbuild 101 Multi-Purpose Linseed Oil Putty Suitable for Single Pane Glass Natural 2kg
Everbuild£6.794.4★
Crazy Aarons Rainbow Reveal Thinking Putty Heat-Sensitive UV-Reactive Glow-in-Dark 90g
Crazy Aaron's£12.904.7★
Set of 3 Kids stretchy Putty Glow in the dark Heat Sensitive & UV Reactive UK Stress Relief Great for Children and Adults
Bodygenix£8.304.2★
Everbuild 101 Multi-Purpose Linseed Oil Putty Suitable for Single Pane Glass Natural 1kg
Everbuild£4.494.5★
EVO-STIK Glaziers Putty Natural - 280ml - Gun Grade Acrylic Glazing Putty
EVO-STIK£4.034.5★
What buyers say about putty
What buyers praise and complain about, mined from review topics.What buyers love
“Best quality putty I've ever ordered”
“Good price”
“As advertised”
“So smooth and satisfying”
“Great fidget toy”
“easy to use”
“Bright colour”
“This is good to exercise your hands if you have arthritis”
“Excellent durable product”
“This Medical Therapy Putty in the soft feel is comfortable to work with and great for hand exercises, rehabilitation, and improving grip strength”
What buyers complain about
“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”
“Rubbish”
“Bad description of this product”
“Its not really colour changing - its more already multi-coloured”
“Cracked and crumbled after two weeks”
“The balls that are available are hard”
Top return reasons
Common questions
- Is putty profitable to sell on Amazon United Kingdom?
- The niche generates £131K/yr across 30 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is -1.3%. Flapen's verdict: Worth a look (51/100).
- How competitive is the putty niche?
- 16 brands and 66 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 65% of demand.
- What do buyers complain about in putty?
- Top complaints mined from reviews: Value For Money, Size-Overall, Adhesion/Stickiness. The return rate is 0.3%.
- When does demand for putty peak?
- Demand peaks in Dec; the busiest month runs 2.7× the quietest.
- What does it cost to enter the putty niche?
- Listings span £3.61–£13.66; the average listing price is £8.28 (sweet spot $15–$100). The average incumbent carries 898 reviews — the moat a new listing must climb.