foam clay
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Conversion
Good7.0%search→purchase rate — share of searches ending in a sale
Review moat
Good1,016.15avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Okay£10.71avg listing price — sweet spot $15–$100
Price range
Okay£4.22–£20.77cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+0.3%90-day search growth — must beat 0% to launch
Competition
Bad78%top-5 click share — a locked-up shelf
Market size
Bad£61K£61K/yr · 81K searches
Brand share
Bad98%top-5 brand share — brand-locked demand
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.
Data updated Jul 27, 2026 · scored weekly · How we score niches
foam clay market data
- Units sold / yr
- 6K–8K
- avg 500–750/product
- Revenue / yr
- £64K–£86K
- units × avg price
- Conversion rate
- 7.0%
- Avg BSR
- #33
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 92%
- Out of stock
- 7.7%
- Avg brand age
- 59 months
- Avg seller age
- 189 days
Competition & brand 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%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +0.3% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.9×
Top foam clay search terms
- foam clay64K/yr
- foam clay air dry9K/yr
- air dry foam clay6K/yr
- bohs foam clay3K/yr
Top foam clay 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.
All 13 tracked products in this niche — three views at once, no toggling.
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
BOHS£20.714.7★1,092 rev
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
BOHS£10.704.7★3,290 rev
BOHS White Foam Clay Lite - Squishy Soft Air Dry -for School Project Cosplay Fake Bake Slime Supplies-100 Grams
BOHS£4.224.6★592 rev
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
BOHS£20.774.5★347 rev
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)
iFergoo£9.664.5★256 rev
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)
LitoJoy£10.8682 rev
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
Busaurus£5.88161 rev
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
Busaurus£5.91161 rev
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
AUAUY£7.48975 rev
BOHS White Foam Clay Lite - Squishy Soft Air Dry -for School Project Cosplay Fake Bake Slime Supplies-100 Grams
BOHS£4.22592 rev
Trending
90-day click momentumLitoJoy 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)
LitoJoy£10.864.8★
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
Busaurus£5.914.5★
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
Busaurus£5.884.5★
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
AUAUY£7.484.4★
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
BOHS£12.424.4★
What buyers say about foam clay
What buyers praise and complain about, mined from review topics.What buyers love
“Easy to use”
“Good quality”
“Great activity for kids”
“A very handy material for creative projects”
“As described”
“It was a very good stretchy clay that my daughter loved”
“This clay is light”
“This item last for a good while”
“Excellent value for money”
“Colours are good”
What buyers complain about
“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”
“Dont leave it out or it will dry”
“I was expecting them to be bigger”
“the packets are very little so I think it's a bit pricey for how quickly they go through them”
“Worst quality and missing items”
“it's absolutely not same as what was described on website”
Top return reasons
Common questions
- Is foam clay profitable to sell on Amazon United Kingdom?
- The niche generates £61K/yr across 13 tracked products. 90-day search growth is +0.3%. Flapen's verdict: Skip it (38/100).
- How competitive is the foam clay niche?
- 6 brands and 12 sellers compete. The top 5 products take 78% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in foam clay?
- Top complaints mined from reviews: Moist/Dry, Texture/Consistency-Overall, Allergies. The return rate is 0.6%.
- When does demand for foam clay peak?
- Demand peaks in Nov; the busiest month runs 1.9× the quietest.
- What does it cost to enter the foam clay niche?
- Listings span £4.22–£20.77; the average listing price is £10.71 (sweet spot $15–$100). The average incumbent carries 1,016 reviews — the moat a new listing must climb.