Foam Clay
brand-locked demand (top 5 brands take 98% of clicks) — Foam Clay doesn't clear our bar today.
Flapen Score
Ranks 5,059 of 5,777 Home & Garden niches · −13 vs the category median of 51
Is Foam Clay profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Foam Clay is a £61K/yr Amazon United Kingdom market (81K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Nov. Verdict: Skip it — 38/100.
Foam Clay: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved +0.3% over the last 90 days and 7.0% of searches end in a purchase.
£61K
revenue / yr
Who owns the niche?
The top 5 brands hold 98% of demand, so 2% of the market is open.
2%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.
0/100
page quality · 13 products
Top Foam Clay products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
BOHS White Squishy and Modeling Soft Clay Pro Air Dry for Arts & Crafts Project 3 lbs / 1.36 kg
- Price
- £20.71
- Rating
- 4.7/5
- Reviews
- 1,092
- Age
- 4y ago
BOHS Air Dry Foam Modelling Clay Lite - for Arts & Crafts Project Cosplay Figurines - Soft No Cracks No Stains - Easy Modeling Sculpting Molding- 500Grams/1.1Lbs White
- Price
- £10.70
- Rating
- 4.7/5
- Reviews
- 3,290
- Age
- 7y ago
BOHS White Foam Clay Lite - Squishy Soft Air Dry -for School Project Cosplay Fake Bake Slime Supplies-100 Grams
- Price
- £4.22
- Rating
- 4.6/5
- Reviews
- 592
- Age
- 2y ago
BOHS 12-Colors Foam Modeling Clay Lite - Squishy Air Dry Soft - for Cosplay School Projects Baby Hand Print Slime - Gifts for Adult and Kids - 12 pcs 2.65 lbs
- Price
- £20.77
- Rating
- 4.5/5
- Reviews
- 347
- Age
- 3y ago
iFergoo Air Dry Clay Ultra Light Modeling Clay Magic Clay DIY Creative Modeling Dough Kids Gifts for Girls Boys-1.1 Lbs/ 500 g (White Clay)
- Price
- £9.66
- Rating
- 4.5/5
- Reviews
- 256
- Age
- 3y ago
Trending
90-day click momentum
LitoJoy Air Dry Foam Clay - 500g - Soft Modeling Clay - (Light Weight) for School project Art project Kids craft Christmas Decor Cosplay Props Slime Supplies Flower Mirror (White)
- Price
- £10.86
- Rating
- 4.8/5
- Reviews
- 82
- Age
- 1y ago
100g Black Air Dry Foam Clay DIY Magic Model Clay for Kids Colorful Soft Clays for School Supply Slime Art Projects Cosplay - Non-Sticky - Gifts for Boys & Girls and Adult
- Price
- £5.91
- Rating
- 4.5/5
- Reviews
- 161
- Age
- 1y ago
100g White Air Dry Foam Clay DIY Magic Model Clay for Kids Colorful Soft Clays for School Supply Slime Art Projects Cosplay - Non-Sticky - Gifts for Boys & Girls and Adult
- Price
- £5.88
- Rating
- 4.5/5
- Reviews
- 161
- Age
- 1y ago
AUAUY Air Dry Clay 60Pcs Ultra Light Modeling Clay with 6 Sculpting Tools DIY Creative Magic Clay No-Toxic Modeling Clay & Dough Arts and Crafts Kits for Boys Girls Best Gifts for Kids
- Price
- £7.48
- Rating
- 4.4/5
- Reviews
- 975
- Age
- 2y ago
BOHS Primary Colours Foam Modeling Clay - Squishy Air Dry Soft - for School Projects Baby Hand Print Slime Fake Bakes - Gifts for Adults and Kids - 5 pcs 1.1 Lbs
- Price
- £12.42
- Rating
- 4.4/5
- Reviews
- 766
- Age
- 7y ago
Newest
by launch dateLitoJoy Air Dry Foam Clay - 500g - Soft Modeling Clay - (Light Weight) for School project Art project Kids craft Christmas Decor Cosplay Props Slime Supplies Flower Mirror (White)
- Price
- £10.86
- Rating
- 4.8/5
- Reviews
- 82
- Age
- 1y ago
100g White Air Dry Foam Clay DIY Magic Model Clay for Kids Colorful Soft Clays for School Supply Slime Art Projects Cosplay - Non-Sticky - Gifts for Boys & Girls and Adult
- Price
- £5.88
- Rating
- 4.5/5
- Reviews
- 161
- Age
- 1y ago
100g Black Air Dry Foam Clay DIY Magic Model Clay for Kids Colorful Soft Clays for School Supply Slime Art Projects Cosplay - Non-Sticky - Gifts for Boys & Girls and Adult
- Price
- £5.91
- Rating
- 4.5/5
- Reviews
- 161
- Age
- 1y ago
AUAUY Air Dry Clay 60Pcs Ultra Light Modeling Clay with 6 Sculpting Tools DIY Creative Magic Clay No-Toxic Modeling Clay & Dough Arts and Crafts Kits for Boys Girls Best Gifts for Kids
- Price
- £7.48
- Rating
- 4.4/5
- Reviews
- 975
- Age
- 2y ago
BOHS White Foam Clay Lite - Squishy Soft Air Dry -for School Project Cosplay Fake Bake Slime Supplies-100 Grams
- Price
- £4.22
- Rating
- 4.6/5
- Reviews
- 592
- Age
- 2y ago
Competition: brands, sellers & click share
The top 5 products capture 78% of clicks — a locked-up shelf that new listings rarely crack.
Brands
6 falling
Sellers
12
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
78%
Top 20: 100%
Open market
0%
- BOHS76%
- iFergoo11%
- Foam Clay4%
- Busaurus4%
- LitoJoy3%
- AUAUY2%
- Open — no brand owns it (0%)
Foam Clay demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Nov · busiest ÷ quietest = 1.9×
Top Foam Clay search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- foam clay64K/yr
- foam clay air dry9K/yr
- air dry foam clay6K/yr
- bohs foam clay3K/yr
What reviews say buyers love and hate about Foam Clay
What buyers mention most, as a share of all reviews.
What buyers love
72% of reviews“Easy to use”
“Good quality”
“Great activity for kids”
“A very handy material for creative projects”
“As described”
What buyers complain about
60% of reviews“Most of the clay was already dried out”
“If you want something that is more of a smooth texture, then it's not for you”
“This is a volatile ingredient a known allergen and is dangerous for your respiratory system, exposure to it can cause nausea and vomiting and all whole host of serious problems over time”
“it didn't work out because they all ended up smelling like tangerines I was watching Peppa pig in the background so I didn't let it ruin my mood”
“Sticky horrid cud do better”
Foam Clay return rate & reasons
Why buyers send it back, as a share of all return requests.
0.6%
Return rate
35%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Foam Clay questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
