sculpey
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Competition
Good45%top-5 click share — leaders hold, buyers still browse
Price range
Good£1.99–£39.95cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good4.4%search→purchase rate — share of searches ending in a sale
Review moat
Okay1,989.78avg incumbent reviews — the moat a new listing must climb
Avg price
Okay£10.29avg listing price — sweet spot $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-19.5%90-day search growth — must beat 0% to launch
Market size
Bad£39K£39K/yr · 88K searches
Brand share
Bad98%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, sculpey is a £39K/yr Amazon United Kingdom market (88K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Nov. Verdict: Skip it — 40/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
sculpey market data
- Units sold / yr
- 4K–5K
- avg 0–100/product
- Revenue / yr
- £41K–£51K
- units × avg price
- Conversion rate
- 4.4%
- Avg BSR
- #115
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 22%
- Out of stock
- 0.5%
- Avg brand age
- 52 months
- Avg seller age
- 185 days
Competition & brand share
The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.Brands
8 flat
Sellers
43
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
45%
Top 20: 86%
Open market
1%
- Sculpey79%
- Super Sculpey10%
- STAEDTLER4%
- Sculpey III2%
- LINPHCEY2%
- Artecho1%
- Open — no brand owns it (2 brands, 1%)
Demand & seasonality
Weekly Amazon search volume, last 68 weeks — -19.5% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.8×
Top sculpey search terms
- sculpey30K/yr
- sculpey polymer clay25K/yr
- sculpey premo9K/yr
- super sculpey11K/yr
- sculpey clay5K/yr
- super sculpey polymer clay5K/yr
- sculpy polymer clay3K/yr
Top sculpey 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Polyform Premo Sculpey Polymer Clay 8 oz White
Sculpey£9.824.6★1,669 rev
Sculpey Super Sculpey 1lb/ 454g Living Doll (Beige)
Sculpey£14.834.8★1,127 rev
Super Sculpey Polymer clay Gray 15.08 x 7.62 x 3.97 cm
Super Sculpey£17.434.6★2,293 rev
Super Sculpey ZSLD-3 Living Doll Clay 454 g Light
Sculpey£15.184.7★797 rev
Sculpey Polyform Soufflé & Sculpey Premo Premium Polymer Oven-Bake Clay 24 Unique Colors Set Non Toxic 11.43 lbs Great for Jewelry Making Holiday DIY Mixed Media and More! OSFA PE4009
Sculpey£21.554.5★298 rev
Newest
by launch date
LINPHCEY 6-Piece Clay Sculpting Tools Set Perfect for Polymer Air Dry Modeling Clay Beginners & Professionals Ideal for DIY Pottery & Ceramics Tools for Clay Sculpey Sculpting & Crafting
LINPHCEY£4.4732 rev
Sculpey Polyform Soufflé & Sculpey Premo Premium Polymer Oven-Bake Clay 24 Unique Colors Set Non Toxic 11.43 lbs Great for Jewelry Making Holiday DIY Mixed Media and More! OSFA PE4009
Sculpey£21.55298 rev
STAEDTLER 8023 C12-3 FIMO Soft Oven-Hardening Polymer Modelling Clay - Assorted Pastel Colours (Pack of 12 x 25g Blocks)
STAEDTLER£8.8110,792 rev
STAEDTLER 8021-0 FIMO Soft Oven-Hardening Polymer Modelling Clay - White (1 x 454g Block)
STAEDTLER£10.484,206 rev
Sculpey Polyform ALS BK02 Liquid Bakeable Clay - Clear 2 fl oz (59 mL)
Sculpey£8.251,434 rev
Trending
90-day click momentum
Sculpey Super Sculpturing Compound Firm Gray Clay by Sculpey
Sculpey£39.954.5★
LINPHCEY 6-Piece Clay Sculpting Tools Set Perfect for Polymer Air Dry Modeling Clay Beginners & Professionals Ideal for DIY Pottery & Ceramics Tools for Clay Sculpey Sculpting & Crafting
LINPHCEY£4.474.0★
Sculpey Premo Sculpey Sculpey Polymer Clay Translucent 10.4x5.59x5.08 cm
Sculpey£5.824.7★
Sculpey Premo Sculpey Oven Bake Clay - Blush
Sculpey£2.914.6★
Sculpey Polyform Sculpey Premo! Sculpey Polymer Clay 2 Oz: Pearl
Sculpey£2.164.7★
What buyers say about sculpey
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“Great clay at the best price possible, roughly £10”
“Great colour,”
“White clay easy to use”
“Glue”
“dries quickly”
What buyers complain about
“terrible quality”
“I've got baited by influencers into buying this one, terrible to work with after it gets soft and extremely sticky, better for fly traps how sticky it is”
“also not a fan of the dramatic price increase”
“wasnt very soft at all”
“Dry hard to use”
“Waste of time and money”
“Not as described at all”
Top return reasons
Common questions
- Is sculpey profitable to sell on Amazon United Kingdom?
- The niche generates £39K/yr across 36 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -19.5%. Flapen's verdict: Skip it (40/100).
- How competitive is the sculpey niche?
- 8 brands and 43 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in sculpey?
- Top complaints mined from reviews: Quality-Overall, Adhesion/Stickiness, Value For Money. The return rate is 0.4%.
- When does demand for sculpey peak?
- Demand peaks in Nov; the busiest month runs 1.8× the quietest.
- What does it cost to enter the sculpey niche?
- Listings span £1.99–£39.95; the average listing price is £10.29 (sweet spot $15–$100). The average incumbent carries 1,990 reviews — the moat a new listing must climb.