---
title: "Putty — £131K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/putty"
last_updated: "2026-07-31T18:46:15.936Z"
locale: en
meta:
description: "Niche score 51/100 · £131K/yr market · 381K searches/yr. Prices mostly outside the sweet spot ($3.61–$13.66) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 51/100 · £131K/yr market · 381K searches/yr. Prices mostly outside the sweet spot ($3.61–$13.66) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Putty — £131K/yr Amazon UK Niche (2026) - Flapen"
---
# **putty**
**Worth a look**
Shows low returns (0.3%), but prices mostly outside the sweet spot ($3.61–$13.66) keeps it on the watch list.
Market size 29Growth 24Conversion 51Competition 72Returns 98Price range 0Avg price 23Brand share 66Review moat 65Quality gap 62
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Competition**
**Good****42%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Good****65%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Good****897.7**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Good****4.2%**
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****£8.28**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£3.61–£13.66**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=uk&signal=low_review_barrier "Top brand's reviews < 500")
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 ~~](https://flapen.com/research/methodology)
## **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.
12K8KSpike '24Holiday '24Spike '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 2.7×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/putty/trend)
## **Top putty search terms**
- **putty**236K/yr+2.4%2.4% conv. - **putty for kids**48K/yr-1.6%2.9% conv. - **silly putty**19K/yr+0.9%2.0% conv. - **putty slime**11K/yr-8.2%0.9% conv. - **sensory putty**12K/yr-27.7%3.4% conv. - **kids putty**8K/yr-1.5%3.7% conv. - **colour changing putty**6K/yr+1.3%3.1% conv. - **liquid lava putty**6K/yr-4.7%1.1% conv. - **fidget putty**6K/yr-9.2%2.9% conv. - **slime putty**6K/yr-23.7%1.9% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/putty/search-terms)
## **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.
0%4%£5K8%£10K12%£16K16%£21K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£4.15**3.4★545 rev](https://www.amazon.co.uk/dp/B0BCH623QS) [2**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**£10.61**4.3★84 rev](https://www.amazon.co.uk/dp/B0F8WB3HMP) [3**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**£8.78**4.3★1,827 rev](https://www.amazon.co.uk/dp/B07HP236H3) [4**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**£11.32**4.4★282 rev](https://www.amazon.co.uk/dp/B0FFM8D26F) [5**JFA Medical Therapy Exercise Putty 5 Strengths - Extra Soft Soft Medium Firm Extra Firm 57g Tubs**JFA Medical**£11.73**4.6★1,653 rev](https://www.amazon.co.uk/dp/B08PDK7FFQ)
**~~View all top sellers →~~**
### **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**£6.54**7 rev9mo ago](https://www.amazon.co.uk/dp/B0FTM96DLN) [**Set of 3 Kids stretchy Putty Glow in the dark Heat Sensitive & UV Reactive UK Stress Relief Great for Children and Adults**Bodygenix**£8.30**12 rev11mo ago](https://www.amazon.co.uk/dp/B0FN7ZF423) [**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**£11.32**282 rev1y ago](https://www.amazon.co.uk/dp/B0FFM8D26F) [**Chameleon Putty - 2 x Squeezable Exciting Putties Non-Toxic Long Lasting Non-Drying Stress Relief Hand Exercise Science Learning & Fun for Kids**Bodygenix**£6.17**27 rev1y ago](https://www.amazon.co.uk/dp/B0F9PYJHDP) [**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**£6.41**25 rev1y ago](https://www.amazon.co.uk/dp/B0F9PXS4WH)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Everbuild 101 Multi-Purpose Linseed Oil Putty Suitable for Single Pane Glass Natural 2kg**Everbuild**£6.79**4.4★**▲ 143%**](https://www.amazon.co.uk/dp/B00NVKOWEQ) [**Crazy Aarons Rainbow Reveal Thinking Putty Heat-Sensitive UV-Reactive Glow-in-Dark 90g**Crazy Aaron's**£12.90**4.7★**▲ 123%**](https://www.amazon.co.uk/dp/B0DV992RWT) [**Set of 3 Kids stretchy Putty Glow in the dark Heat Sensitive & UV Reactive UK Stress Relief Great for Children and Adults**Bodygenix**£8.30**4.2★**▲ 86%**](https://www.amazon.co.uk/dp/B0FN7ZF423) [**Everbuild 101 Multi-Purpose Linseed Oil Putty Suitable for Single Pane Glass Natural 1kg**Everbuild**£4.49**4.5★**▲ 70%**](https://www.amazon.co.uk/dp/B001345V5Q) [**EVO-STIK Glaziers Putty Natural - 280ml - Gun Grade Acrylic Glazing Putty**EVO-STIK**£4.03**4.5★**▲ 68%**](https://www.amazon.co.uk/dp/B07NBS8JYD)
**~~View all trending →~~**
## **What buyers say about putty**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**18%
*“Best quality putty I've ever ordered”*
**Value For Money**9%
*“Good price”*
**Advertised Vs Actual Product**9%
*“As advertised”*
**Soft Feel**8%
*“So smooth and satisfying”*
**Fun/Entertainment Experience**5%
*“Great fidget toy”*
**Ease Of Use**5%
*“easy to use”*
**Color**4%
*“Bright colour”*
**Joint Pain**4%
*“This is good to exercise your hands if you have arthritis”*
**Durability**3%
*“Excellent durable product”*
**Grip**3%
*“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 **
**Value For Money**15%
*“not for the price mady 3£ max”*
**Size-Overall**8%
*“Not much bigger than a table spoon”*
**Adhesion/Stickiness**8%
*“it sticks to your hands quite badly”*
**Smell**6%
*“it has a smoky smell”*
**Ease Of Use**5%
*“sometimes it is hard to close the pot”*
**Quality-Overall**5%
*“Rubbish”*
**Advertised Vs Actual Product**5%
*“Bad description of this product”*
**Color**5%
*“Its not really colour changing - its more already multi-coloured”*
**Durability**3%
*“Cracked and crumbled after two weeks”*
**Hard Feel**3%
*“The balls that are available are hard”*
### **Top return reasons **
**Size-Overall**20%
**Color**10%
**Adhesion/Stickiness**7%
**Leak-Proof**7%
**Hard Feel**6%
**Functionality-Overall**6%
**Defective Material/Parts**4%
**Advertised Vs Actual Product**4%
**Quality-Overall**4%
**Ease Of Use**4%
## **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.
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