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Fimo

Fail

The top 5 brands take 100% of clicks, so Fimo is a Fail.

Flapen Score
36
36 / 100
Ranks 5,242 of 5,777 Home & Garden niches · −15 vs the category median of 51
Market size
£157K/yr224K searches / yr
90-day growth
-19.0%search demand this quarter
Competition
69%top-5 click share · 4 brands · 37 sellers

Flapen Score

Fimo against its category

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

36Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Fimo market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Fimo 224K times last year and spent an estimated £157K. All 4 brands take every click. Demand peaks in Nov–Dec. Flapen scores it 36 out of 100, a Fail.

01 · Demand

6.7% of searches ended in a purchase last week.

Shoppers searched for this 224K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 6.7% of those searches ended in a purchase. Searches in the last 90 days moved -19.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £157K a year.

Searches, last 12 months
224K
Growth, 90 days vs prior 90
-19.0%
Conversion, latest week
6.7%
Market size, estimated
£157Ka year
Peak month
December2.3× the quietest month
Top search term
fimo79K searches a year

02 · Price

A sale here is worth £10.40.

Listings sell for £10.40 on average, from £2.92 to £20.90. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 500 to 750 of them. At £10.40 that is £5K to £8K a year per listing.

Average price
£10.40under the $15 to $100 sweet spot
Price range
£2.92–£20.90
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
15K–20K
Units per listing a year
500–750
Revenue per listing a year
£5K–£8K
Returns
0.5%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

60% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 4.4% of listings are out of stock. The average listing ranks #28 within Ceramics & Pottery. It carries 5,102 reviews at 4.59 stars, so a new listing needs social proof before a better product.

Sponsored listings
60%
Prime listings
100%
Out of stock, average day
4.4%
Average rank
#28in Ceramics & Pottery
Average rating
4.59 starsAmazon United Kingdom average 4.36 stars
Average reviews
5,102per listing
Listings tracked
15

04 · Newcomers

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

1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 32 months on average, so a newcomer is not facing entrenched names.

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

Products

Top Fimo 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 69% of clicks. Leaders hold, but buyers still shop past them.

£0£16K£31K£47K£63K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

4 falling

Sellers

37

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

0%

  • STAEDTLER92%
  • Shuttle Art4%
  • CiaraQ2%
  • Artecho2%

Demand

Fimo search demand

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

9K7KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

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

Search terms

Top Fimo search terms shoppers use

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

  • fimo79K/yr
  • fimo polymer clay78K/yr
  • fimo clay29K/yr
  • fimo professional polymer clay9K/yr
  • fimo soft8K/yr
  • polymer clay fimo8K/yr
  • fimo set5K/yr
  • fimo professional3K/yr
  • fimo clay set3K/yr
  • fimo sets for kids2K/yr

Reviews and returns

What reviews say buyers love and hate about Fimo

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

Complain

Hard Feel32%−0.09

Really tough clay

it's quite hard

The clay is quite solid hard to soften

Quality-Overall13%−0.03

these sets are such terrible quality

Poor quality

Size-Overall9%+0.26

Deceptively small

So small, do not by

Stretchability/Expandability/Elasticity6%−0.06

Just stretches

Adhesion/Stickiness6%−0.06

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

Love

Color20%+2.07

Great range of colours

Great choice of colours

Great colour combination

Quality-Overall14%−0.03

Honestly, no complaints

Good quality

Very happy with the quality and colours

Ease Of Use14%

Easy to use

Easily formed into whatever you want to make

White clay easy to use

Value For Money10%

Great value

You cant beat the price

Worth the price

Fun/Entertainment Experience6%+0.54

Kids had lots of fun making all sorts

Great fun

She has made lots of objects for her toys

Return

0.5% Return rate 31% Fixable by listing

Hard Feel31%▃█▇▄▃▁

Really tough clay

it's quite hard

The clay is quite solid hard to soften

Color24%▅▁▁▅█▃
Value For Money8%▁▁▅█▃▇

What a waste of money this time

Functionality-Overall5%▁▁█▃▄▁
Product Condition4%▅▁█▁▅▁

FAQ

Common Fimo questions

Answered from the same tracked data.