clay paint
Skip itSoft demand (-32.5% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Conversion
Great8.0%search→purchase rate — share of searches ending in a sale
Price range
Okay£3.72–£22.96cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay82%top-5 brand share — brands hold most of the demand
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Avg price
Okay£8.89avg listing price — sweet spot $15–$100
Review moat
Bad8,520.67avg incumbent reviews — the moat a new listing must climb
Market size
Bad£41K£41K/yr · 58K searches
Growth
Bad-32.5%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, clay paint is a £41K/yr Amazon United Kingdom market (58K searches/yr). The top 5 brands hold 82% of demand. Verdict: Skip it — 37/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
clay paint market data
- Units sold / yr
- 4K–5K
- avg 100–250/product
- Revenue / yr
- £36K–£44K
- units × avg price
- Conversion rate
- 8.0%
- Avg BSR
- #84
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 78%
- Out of stock
- 3.9%
- Avg brand age
- 39 months
- Avg seller age
- 182 days
Competition & brand share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.Brands
10 falling
Sellers
16
Top-5 brand share
82%
Top 20: 100%
Top-5 click share
63%
Top 20: 100%
Open market
10%
- KOLOR KINGDOM28%
- Artecho21%
- Crafts 4 ALL13%
- EIGTWEN10%
- Shuttle Art10%
- Craft Mode8%
- Open — no brand owns it (4 brands, 10%)
Demand
Weekly Amazon search volume, last 31 weeks — -32.5% search growth over the last 90 days.Top clay paint search terms
- clay paint22K/yr
- air dry clay paint11K/yr
- clay paint for air drying clay9K/yr
- paint for clay7K/yr
- paint for air dry clay4K/yr
- air dry clay paint and glaze4K/yr
Top clay paint 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 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
KOLOR KINGDOM Acrylic Paint Set 24 Colours Canvas Paints Kit with 3 Paint Brushes for Crafts Kids Paints Paper Rock Painting Wood Ceramic & Fabric Vibrant Colors (24 X 12ML)
KOLOR KINGDOM£5.844.7★9,499 rev
Artecho Acrylic Paint 18 Colors 2 Ounce/59ml Acrylic Paints Set for Adults Non Toxic Waterproof Paint Kit for Canvas Crafts Glass Model Clay Wood Fabric Poster Leather&Rock
Artecho£10.874.6★10,202 rev
50ml Air Dry Clay GlazeAir Dry Clay Varnish for Airdry ClayClay Varnish for Air Drying Clay Can Used to Prevent Clay Cracking Scratches and Wear It Can Also Having a Glossy Glaze Effect (Gloss)
EIGTWEN£8.004.6★834 rev
Artecho Acrylic Paints Set 18 Colors 2 Ounce/59ml with 10 Art Brushs Non Toxic Model Paint Waterproof Paint Acrylic Paint Kit for Canvas Crafts Glass Clay Wood Fabric Poster Leather&Rock
Artecho£11.844.7★1,706 rev
Crafts 4 ALL Acrylic Paint Set - 12 Paints for Canvas Wood Ceramic Fabric - Non Toxic Vibrant Pigments for Beginners Adults and Professional Artists - Art Supplies
Crafts 4 ALL£5.404.6★48,399 rev
Newest
by launch date
50ml Air Dry Clay Glaze with Brushes Air Dry Clay Varnish for Airdry Clay Varnish to Prevent Crack and Yellow Clay Glaze for Craft Pottery Oil Painting Wood High Gloss Scratch Resistant
Hyleon£6.173 rev
WINSONS Acrylic Paints Set - 24 Colours Fabric Paint for Canvas Ceramic Crafts Fabric Wood Paper Rock Painting - Non Toxic Vibrant Pigments for Beginners Students - Art Supplies (12ml Each)
WINSONS£7.64193 rev
STATIONERY ISLAND Permanent Acrylic Paint Pens 24 Colours Dual Tip Markers for Rock Pumpkin Stone Glass Ceramic Wood & Fabric Fine & Brush Tip Water Based Paint Pens for Halloween Crafts
STATIONERY ISLAND£6.462,878 rev
Artecho Acrylic Paints Set 48 Colors 2 Ounce/59ml with 10 Art Brushs Non Toxic Model Paint Waterproof Paint Acrylic Paint Kit for Canvas Crafts Glass Clay Wood Fabric Poster Leather&Rock
Artecho£18.6267 rev
Artecho Acrylic Paints Set 18 Colors 2 Ounce/59ml with 10 Art Brushs Non Toxic Model Paint Waterproof Paint Acrylic Paint Kit for Canvas Crafts Glass Clay Wood Fabric Poster Leather&Rock
Artecho£11.841,706 rev
Trending
90-day click momentum50ml Air Dry Clay Glaze with Brushes Air Dry Clay Varnish for Airdry Clay Varnish to Prevent Crack and Yellow Clay Glaze for Craft Pottery Oil Painting Wood High Gloss Scratch Resistant
Hyleon£6.173.5★
WINSONS Acrylic Paints Set - 24 Colours Fabric Paint for Canvas Ceramic Crafts Fabric Wood Paper Rock Painting - Non Toxic Vibrant Pigments for Beginners Students - Art Supplies (12ml Each)
WINSONS£7.644.7★
Artecho Acrylic Paints Set 48 Colors 2 Ounce/59ml with 10 Art Brushs Non Toxic Model Paint Waterproof Paint Acrylic Paint Kit for Canvas Crafts Glass Clay Wood Fabric Poster Leather&Rock
Artecho£18.624.7★
Craft Mode Acrylic Paint Set 12 x 12ml Perfect for Canvas Wood Ceramic Rock Fabric & Crafts Non-Toxic Quick Dry & Vibrant Colours Rich Pigments Lasting Quality
Craft Mode£4.794.6★
Artecho Acrylic Paint 18 Colors 2 Ounce/59ml Acrylic Paints Set for Adults Non Toxic Waterproof Paint Kit for Canvas Crafts Glass Model Clay Wood Fabric Poster Leather&Rock
Artecho£10.874.6★
What buyers say about clay paint
What buyers praise and complain about, mined from review topics.What buyers love
“The colours are vibrant”
“Excellent value”
“Excellent product”
“Beautiful paints”
“Easy to use”
“Beautiful pens”
“Great paint”
“Made a good present”
“Good coverage”
“Great size”
What buyers complain about
“yellows not great”
“Dont work”
“Cheap paints”
“Bad quality”
“A little bit expensive”
“They are quite small”
“Not good coverage”
“Dries shiny as if there is too much PVA in it”
“It's impossible to open the bottle correctly”
“didnt like it so had to go abit chunky”
Top return reasons
Common questions
- Is clay paint profitable to sell on Amazon United Kingdom?
- The niche generates £41K/yr across 18 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -32.5%. Flapen's verdict: Skip it (37/100).
- How competitive is the clay paint niche?
- 10 brands and 16 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 82% of demand.
- What do buyers complain about in clay paint?
- Top complaints mined from reviews: Color, Functionality-Overall, Paint Quality. The return rate is 0.5%.
- What does it cost to enter the clay paint niche?
- Listings span £3.72–£22.96; the average listing price is £8.89 (sweet spot $15–$100). The average incumbent carries 8,521 reviews — the moat a new listing must climb.