Is fimo profitable to sell on Amazon United Kingdom?

The niche generates £157K/yr across 15 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -19.0%. Flapen's verdict: Skip it (36/100).

How competitive is the fimo niche?

4 brands and 37 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in fimo?

Top complaints mined from reviews: Hard Feel, Quality-Overall, Size-Overall. The return rate is 0.5%.

When does demand for fimo peak?

Demand peaks in Nov–Dec; the busiest month runs 2.3× the quietest.

What does it cost to enter the fimo niche?

Listings span £2.92–£20.90; the average listing price is £10.40 (sweet spot $15–$100). The average incumbent carries 5,102 reviews — the moat a new listing must climb.

fimo

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Conversion

Good6.7%

search→purchase rate — share of searches ending in a sale

Avg price

Okay£10.40

avg listing price — sweet spot $15–$100

Market size

Okay£157K

£157K/yr · 224K searches

Price range

Okay£2.92–£20.90

cheapest to priciest tracked listing — scored on the share inside $15–$100

Competition

Okay69%

top-5 click share — leaders hold, buyers still browse

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad5,101.8

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-19.0%

90-day search growth — must beat 0% to launch

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, fimo is a £157K/yr Amazon United Kingdom market (224K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 36/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

fimo market data

Units sold / yr: 15K–20K; avg 500–750/product
Revenue / yr: £156K–£208K; units × avg price
Conversion rate: 6.7%
Avg BSR: #28
Page quality: 0%
Prime: 100%
Sponsored: 60%
Out of stock: 4.4%
Avg brand age: 32 months
Avg seller age: 178 days

Competition & brand share

The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.

Brands

4 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

STAEDTLER92%
Shuttle Art4%
CiaraQ2%
Artecho2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -19.0% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.3×

Open Trend

Top fimo search terms

fimo79K/yr -13.1%5.6% conv.
fimo polymer clay78K/yr -25.0%5.5% conv.
fimo clay29K/yr -17.1%4.7% conv.
fimo professional polymer clay9K/yr -10.9%3.9% conv.
fimo soft8K/yr -18.7%4.9% conv.
polymer clay fimo8K/yr -21.1%4.8% conv.
fimo set5K/yr -23.1%2.3% conv.
fimo professional3K/yr -15.4%2.7% conv.
fimo clay set3K/yr -24.4%4.2% conv.
fimo sets for kids2K/yr -36.1%0.0% conv.

All search terms

Top fimo 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

STAEDTLER 8023 C12-1 FIMO Soft Oven Hardening Polymer Modelling Clay - Basic Assorted Colours (Pack of 12 x 25g Blocks)

STAEDTLER£6.604.7★10,792 rev

Steadtler Fimo Soft Starter Pack 12 x 57 g Multicolour Blocks

STAEDTLER£20.904.5★2,297 rev

STAEDTLER 8021-0 FIMO Soft Oven-Hardening Polymer Modelling Clay - White (1 x 454g Block)

STAEDTLER£10.484.7★4,206 rev

STAEDTLER 8020-0 FIMO Soft Oven-Hardening Polymer Modelling Clay - White (1 x 57g Block)

STAEDTLER£2.924.6★9,981 rev

STAEDTLER 8023 C12-3 FIMO Soft Oven-Hardening Polymer Modelling Clay - Assorted Pastel Colours (Pack of 12 x 25g Blocks)

STAEDTLER£8.814.7★10,792 rev

Newest

by launch date

Artecho 50 Colours Polymer Clay Set with 5 Sculpting Tools

Artecho£12.4956 rev

8mo ago

STAEDTLER Polymer Modelling Clay - FIMO Professional - Oven Bake Clay - True Colours Pack of 6 x 57g Blocks - 6 Assorted Colours 8043 C6-1

STAEDTLER£7.5755 rev

1y ago

STAEDTLER Polymer Modelling Clay - FIMO Effect - Oven Bake Clay - Assorted Pack Sparkle Colours - Pack of 12 x 25g 8013 C12-4

STAEDTLER£9.801,187 rev

3y ago

STAEDTLER Polymer Modelling Clay - FIMO Professional - Oven Bake Clay - Porcelain - 454g Block 8041-03

STAEDTLER£9.947,467 rev

3y ago

Polymer Clay 36 Colours Safe and Non-Toxic Polymer Clay DIY Clay Gift for Children (Colour)

CiaraQ£11.192,030 rev

5y ago

What buyers say about fimo

What buyers praise and complain about, mined from review topics.

What buyers love

Color20%

“Great range of colours”

Quality-Overall14%

“Honestly, no complaints”

Ease Of Use14%

“Easy to use”

Value For Money10%

“Great value”

Fun/Entertainment Experience6%

“Kids had lots of fun making all sorts”

Soft Feel5%

“easy to soften”

Material Quality5%

“Good clay, easy to use”

Grip4%

“Perfect for crafty fingers”

Advertised Vs Actual Product4%

“Exactly what I was looking for”

Display Colors4%

“Loving the glittery effect which I used in a marbling effect with a few of the colours combined”

What buyers complain about

Hard Feel32%

“Really tough clay”

Quality-Overall13%

“these sets are such terrible quality”

Size-Overall9%

“Deceptively small”

Stretchability/Expandability/Elasticity6%

“Just stretches”

Adhesion/Stickiness6%

“this batch crumbling in my hands won't stick and once cooked and cooled its cracking”

Value For Money6%

“What a waste of money this time”

Durability4%

“I wouldnt say its the most durable”

Top return reasons

Hard Feel31%

Color24%

Value For Money8%

Functionality-Overall5%

Product Condition4%

Size-Overall3%

Moist/Dry3%

Material Quality3%

Flexibility3%

Home Usability3%

Common questions

Is fimo profitable to sell on Amazon United Kingdom?: The niche generates £157K/yr across 15 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -19.0%. Flapen's verdict: Skip it (36/100).
How competitive is the fimo niche?: 4 brands and 37 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in fimo?: Top complaints mined from reviews: Hard Feel, Quality-Overall, Size-Overall. The return rate is 0.5%.
When does demand for fimo peak?: Demand peaks in Nov–Dec; the busiest month runs 2.3× the quietest.
What does it cost to enter the fimo niche?: Listings span £2.92–£20.90; the average listing price is £10.40 (sweet spot $15–$100). The average incumbent carries 5,102 reviews — the moat a new listing must climb.