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Foam Clay

Fail

The top 5 brands take 98% of clicks, so Foam Clay is a Fail.

Flapen Score
38
38 / 100
Ranks 5,059 of 5,777 Home & Garden niches · −13 vs the category median of 51
Market size
£61K/yr81K searches / yr
90-day growth
+0.3%search demand this quarter
Competition
78%top-5 click share · 6 brands · 12 sellers

Flapen Score

Foam Clay against its category

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

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Foam Clay market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Foam Clay 81K times last year and spent an estimated £61K. The top 5 brands take 98% of clicks. Demand peaks in Nov. Flapen scores it 38 out of 100, a Fail.

01 · Demand

7.0% of searches ended in a purchase last week.

Shoppers searched for this 81K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.0% of those searches ended in a purchase. Searches in the last 90 days moved +0.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £61K a year.

Searches, last 12 months
81K
Growth, 90 days vs prior 90
+0.3%
Conversion, latest week
7.0%
Market size, estimated
£61Ka year
Peak month
November1.9× the quietest month
Top search term
foam clay64K searches a year

02 · Price

A sale here is worth £10.71.

Listings sell for £10.71 on average, from £4.22 to £20.77. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 500 to 750 of them. At £10.71 that is £5K to £8K a year per listing.

Average price
£10.71under the $15 to $100 sweet spot
Price range
£4.22–£20.77
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
500–750
Revenue per listing a year
£5K–£8K
Returns
0.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads.

92% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 7.7% of listings are out of stock. The average listing ranks #33 within Ceramics & Pottery. It carries 1,016 reviews at 4.49 stars, so a new listing needs social proof before a better product.

Sponsored listings
92%
Prime listings
100%
Out of stock, average day
7.7%
Average rank
#33in Ceramics & Pottery
Average rating
4.49 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,016per listing
Listings tracked
13

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 59 months on average, so the names here are settling in.

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

Products

Top Foam Clay 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 78% of clicks. A locked shelf that new listings rarely crack.

£0£6K£12K£18K£24K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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%)

Demand

Foam Clay search demand

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

3K2KSpike '24Spike '25SepDecMarJunAugNovMarMay

Peak months: Nov · busiest ÷ quietest = 1.9×

Search terms

Top Foam Clay search terms shoppers use

The exact words 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

Reviews and returns

What reviews say buyers love and hate about Foam Clay

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

Complain

Moist/Dry18%−0.07

Most of the clay was already dried out

it drys out

so a few of ours have gone dry quite quickly

Texture/Consistency-Overall6%−0.06

If you want something that is more of a smooth texture, then it's not for you

Allergies6%−0.06

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

Smell6%−0.06

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

Adhesion/Stickiness6%−0.05

Sticky horrid cud do better

Love

Ease Of Use15%+0.72

Easy to use

easy to work with

very easy to handle

Quality-Overall12%+0.35

Good quality

Great product

which in my opinion is the best

Fun/Entertainment Experience11%+0.81

Great activity for kids

great fun to play with

Fun for kids

Material Quality9%+0.84

A very handy material for creative projects

This is great material

Great modelling material, very light, it doesn't dry rock hard

Advertised Vs Actual Product4%0.00

As described

Exactly as described and pictured

Exactly as described

Return

0.6% Return rate 35% Fixable by listing

Size-Overall21%▁▆█▂▅▃

I was expecting them to be bigger

Very small packages

Very small packets

Moist/Dry12%█▇▃▂▃▇

Most of the clay was already dried out

it drys out

so a few of ours have gone dry quite quickly

Quality-Overall12%▁▁▅█▅▇

Worst quality and missing items

One of the worst quality

Color7%█▁▁▂▁▁
Hard Feel7%▁▃▂█▁█

FAQ

Common Foam Clay questions

Answered from the same tracked data.