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Clay Paint

Fail

Demand is soft, at -32.5% this quarter, so Clay Paint is a Fail.

Flapen Score
37
37 / 100
Ranks 5,154 of 5,777 Home & Garden niches · −14 vs the category median of 51
Market size
£41K/yr58K searches / yr
90-day growth
-32.5%search demand this quarter
Competition
63%top-5 click share · 10 brands · 16 sellers

Flapen Score

Clay Paint against its category

The dotted line is the Home & Garden average. Past it, Clay Paint is stronger. Inside it, weaker.

37Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Clay Paint market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Clay Paint 58K times last year and spent an estimated £41K. The top 5 brands take 82% of clicks. Flapen scores it 37 out of 100, a Fail.

01 · Demand

8.0% of searches ended in a purchase last week.

Shoppers searched for this 58K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 8.0% of those searches ended in a purchase. Searches in the last 90 days moved -32.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £41K a year.

Searches, last 12 months
58K
Growth, 90 days vs prior 90
-32.5%
Conversion, latest week
8.0%
Market size, estimated
£41Ka year
Top search term
clay paint22K searches a year

02 · Price

A sale here is worth £8.89.

Listings sell for £8.89 on average, from £3.72 to £22.96. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 100 to 250 of them. At £8.89 that is £889 to £2K a year per listing.

Average price
£8.89under the $15 to $100 sweet spot
Price range
£3.72–£22.96
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
100–250
Revenue per listing a year
£889–£2K
Returns
0.5%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

78% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 3.9% of listings are out of stock. The average listing ranks #84 within Ceramics & Pottery. It carries 8,521 reviews at 4.57 stars, so a new listing needs social proof before a better product.

Sponsored listings
78%
Prime listings
100%
Out of stock, average day
3.9%
Average rank
#84in Ceramics & Pottery
Average rating
4.57 starsAmazon United Kingdom average 4.36 stars
Average reviews
8,521per listing
Listings tracked
18

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 39 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
39 months

Products

Top Clay Paint products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 63% of clicks. Leaders hold, but buyers still shop past them.

£0£4K£8K£12K£16K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Clay Paint search demand

Weekly searches over the year, seasonality beneath. Pick a range.

2K1KSpike '26DecJanFebMarAprMayJunJul

Peak months: Feb, Dec · busiest ÷ quietest = 2.1× · 8 of 12 months tracked

Search terms

Top Clay Paint search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • 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

Reviews and returns

What reviews say buyers love and hate about Clay Paint

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Color14%+0.58

yellows not great

Poor colour selection

the hot pink is the only colour which isnt like that weirdly

Functionality-Overall12%−0.15

Dont work

Some of the pens don't actually work

does not work at all

Paint Quality11%−0.04

Cheap paints

Paint damaged and spilled all over the box

These paints are not good quality

Quality-Overall9%0.00

Bad quality

Not very good

Poor quality

Value For Money5%+1.86

A little bit expensive

Waste of money

waste of money

Love

Color25%+0.58

The colours are vibrant

Amazing colour

Beautiful colours

Value For Money16%+1.86

Excellent value

Good Value

Great value

Quality-Overall14%0.00

Excellent product

mix ability also excellent quality

Great for garden items

Paint Quality11%−0.04

Beautiful paints

Good paint

Nice easy to use paints

Ease Of Use6%+0.19

Easy to use

They've made it really easy to add detail

it is easy to apply

Return

0.5% Return rate 42% Fixable by listing

Paint Quality22%▅▂▆▅▅█

Cheap paints

Paint damaged and spilled all over the box

These paints are not good quality

Size-Overall17%▄▆▄█▂▂

They are quite small

as containers quite small

Small tubes

Color13%▇██▂▆▇

yellows not great

Poor colour selection

the hot pink is the only colour which isnt like that weirdly

Functionality-Overall6%█▃▄▃▆▇

Dont work

Some of the pens don't actually work

does not work at all

Value For Money5%█▃▆▆▅▃

A little bit expensive

Waste of money

waste of money

FAQ

Common Clay Paint questions

Answered from the same tracked data.