Foam Clay
FailThe top 5 brands take 98% of clicks, so Foam Clay is a Fail.
- Flapen Score
- 38 / 100Ranks 5,059 of 5,777 Home & Garden niches · −13 vs the category median of 5138
- 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.
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
An estimated 7.0% of those searches ended in a purchase.
Shoppers searched for this 81K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 27, 2026. The live listing can differ.
Top sellers
by estimated 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
estimated 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 date
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 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
Competition: brands, sellers & click share
The top 5 products take an estimated 78% of clicks. A locked shelf that new listings rarely crack.
Brands
6 falling
Sellers
12
Est. top-5 brand share
98%
Top 20: 100%
Est. 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.
Peak months: Nov · busiest ÷ quietest = 1.9×
Search terms
Top Foam Clay search terms shoppers use
The exact words shoppers type, with estimated 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
We read the reviews and the return reasons for every product selling here.
“Most of the clay was already dried out”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
20 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Foam Clay questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









