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Polymer Clay

Fail

Demand is soft, at -15.4% this quarter, so Polymer Clay is a Fail.

Flapen Score
49
49 / 100
Ranks 3,207 of 5,777 Home & Garden niches · −2 vs the category median of 51
Market size
£335K/yr596K searches / yr
90-day growth
-15.4%search demand this quarter
Competition
46%top-5 click share · 11 brands · 45 sellers

Flapen Score

Polymer Clay against its category

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

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Polymer Clay market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Polymer Clay 596K times last year and spent an estimated £335K. The top 5 brands take 87% of clicks. Demand peaks in Feb. Flapen scores it 49 out of 100, a Fail.

01 · Demand

5.0% of searches ended in a purchase last week.

Shoppers searched for this 596K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.0% of those searches ended in a purchase. Searches in the last 90 days moved -15.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £335K a year.

Searches, last 12 months
596K
Growth, 90 days vs prior 90
-15.4%
Conversion, latest week
5.0%
Market size, estimated
£335Ka year
Peak month
February1.5× the quietest month
Top search term
polymer clay288K searches a year

02 · Price

A sale here is worth £11.20.

Listings sell for £11.20 on average, from £2.92 to £20.90. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 750 to 1,000 of them. At £11.20 that is £8K to £11K a year per listing.

Average price
£11.20under 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
30K–40K
Units per listing a year
750–1,000
Revenue per listing a year
£8K–£11K
Returns
0.9%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

79% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 4.1% of listings are out of stock. The average listing ranks #39 within Ceramics & Pottery. It carries 3,380 reviews at 4.44 stars, so a new listing needs social proof before a better product.

Sponsored listings
79%
Prime listings
100%
Out of stock, average day
4.1%
Average rank
#39in Ceramics & Pottery
Average rating
4.44 starsAmazon United Kingdom average 4.36 stars
Average reviews
3,380per listing
Listings tracked
28

04 · Newcomers

Amazon counts 3 of last year's 3 launches as successful.

3 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 31 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
3
Successful launches
3Amazon's first-year sales bar
Average brand age
31 months

Products

Top Polymer 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 46% of clicks. Leaders hold, but buyers still shop past them.

£0£33K£67K£100K£134K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 falling

Sellers

45

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

46%

Top 20: 89%

Open market

10%

  • STAEDTLER55%
  • Artecho10%
  • CiaraQ10%
  • YILAIDA6%
  • Aestd-ST5%
  • iFergoo3%
  • Open — no brand owns it (5 brands, 10%)

Demand

Polymer Clay search demand

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

13K8KSpike '24Black Friday '24Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Feb · busiest ÷ quietest = 1.5×

Search terms

Top Polymer Clay search terms shoppers use

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

  • polymer clay288K/yr
  • fimo79K/yr
  • fimo polymer clay78K/yr
  • fimo clay29K/yr
  • polymer clay kit31K/yr
  • oven bake clay25K/yr
  • fimo professional polymer clay9K/yr
  • oven clay9K/yr
  • polymer clay set8K/yr
  • polymer clay fimo8K/yr

Reviews and returns

What reviews say buyers love and hate about Polymer Clay

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

Complain

Moist/Dry22%−0.16

HORRIBLE DRY

Dry & crumbly

It's completely dry and crumbly

Hard Feel22%−0.11

Too hard and dry to use

Rock hard

Clay was rock hard

Quality-Overall8%+1.04

these sets are such terrible quality

Poor quality

Terrible

Value For Money7%+0.24

Not value for money

A waste of money

Its a waste of money

Ease Of Use6%+0.28

no way a kid can use it

Not able to use it

not quite as easy to work as others I have tried

Love

Quality-Overall19%+1.04

Great Variety

Honestly, no complaints

Excellent product

Color16%+1.38

Great range of colours

a great variety of colours

Great colour combination

Value For Money14%+0.24

Great value

Good deal

Excellent value for money

Ease Of Use11%+0.28

Easy to use

White clay easy to use

good clay easy to mold

Fun/Entertainment Experience8%+0.71

Kids had lots of fun making all sorts

Endless entertainment

keeps them entertained for hours

Return

0.9% Return rate 19% Fixable by listing

Hard Feel24%██▆▆▅▄

Too hard and dry to use

Rock hard

Clay was rock hard

Moist/Dry11%▆█▆▅▂▁

HORRIBLE DRY

Dry & crumbly

It's completely dry and crumbly

Color9%▃▂▃▃█▂
Material Quality8%▆▃▄▃▃█

Very bad clay

Have had better clay

The clay is awful

Functionality-Overall7%█▄█▆▆▁

FAQ

Common Polymer Clay questions

Answered from the same tracked data.