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Sculpey

Fail

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

Flapen Score
40
40 / 100
Ranks 4,839 of 5,777 Home & Garden niches · −11 vs the category median of 51
Market size
£39K/yr88K searches / yr
90-day growth
-19.5%search demand this quarter
Competition
45%top-5 click share · 8 brands · 43 sellers

Flapen Score

Sculpey against its category

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

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Sculpey market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Sculpey 88K times last year and spent an estimated £39K. The top 5 brands take 98% of clicks. Demand peaks in Nov. Flapen scores it 40 out of 100, a Fail.

01 · Demand

4.4% of searches ended in a purchase last week.

Shoppers searched for this 88K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 4.4% of those searches ended in a purchase. Searches in the last 90 days moved -19.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £39K a year.

Searches, last 12 months
88K
Growth, 90 days vs prior 90
-19.5%
Conversion, latest week
4.4%
Market size, estimated
£39Ka year
Peak month
November1.8× the quietest month
Top search term
sculpey30K searches a year

02 · Price

A sale here is worth £10.29.

Listings sell for £10.29 on average, from £1.99 to £39.95. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 0 to 100 of them. At £10.29 that is £0 to £1K a year per listing.

Average price
£10.29under the $15 to $100 sweet spot
Price range
£1.99–£39.95
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
0–100
Revenue per listing a year
£0–£1K
Returns
0.4%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

22% of listings pay for placement with sponsored ads. 94% ship with Prime. On an average day, 0.5% of listings are out of stock. The average listing ranks #115 within Ceramics & Pottery. It carries 1,990 reviews at 4.58 stars, so a new listing needs social proof before a better product.

Sponsored listings
22%
Prime listings
94%
Out of stock, average day
0.5%
Average rank
#115in Ceramics & Pottery
Average rating
4.58 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,990per listing
Listings tracked
36

04 · Newcomers

Amazon counts 1 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 52 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
1Amazon's first-year sales bar
Average brand age
52 months

Products

Top Sculpey 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 45% of clicks. Leaders hold, but buyers still shop past them.

£0£1K£2K£4K£5K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Sculpey search demand

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

3K2KSpike '25AprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov · busiest ÷ quietest = 1.8×

Search terms

Top Sculpey search terms shoppers use

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

  • sculpey30K/yr
  • sculpey polymer clay25K/yr
  • sculpey premo9K/yr
  • super sculpey11K/yr
  • sculpey clay5K/yr
  • super sculpey polymer clay5K/yr
  • sculpy polymer clay3K/yr

Reviews and returns

What reviews say buyers love and hate about Sculpey

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

Complain

Quality-Overall23%+0.11

terrible quality

Im not happy with the quality

The quality on this one piece that arrived was very poor also

Adhesion/Stickiness20%−0.05

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

Value For Money20%+2.77

also not a fan of the dramatic price increase

Hard Feel7%−0.04

wasnt very soft at all

Moist/Dry7%−0.04

Dry hard to use

This one however seemed very dry

Love

Quality-Overall25%+0.11

Excellent product

Good quality

Value For Money23%+2.77

Great clay at the best price possible, roughly £10

Great value

Good value

Color17%

Great colour,

they have a great colour variety

The colours are true

Ease Of Use13%+1.54

White clay easy to use

Adhesion/Stickiness13%−0.05

Glue

Very nice, strong glue, I recommend it

Return

0.4% Return rate 33% Fixable by listing

Color20%▂▁▃▁▅█
Size-Overall11%▁▁▁█▁█
Product Condition11%▁███▅▁
Hard Feel9%▁▁▁▁█▁

wasnt very soft at all

Adhesion/Stickiness9%▁▅▁█▁▁

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

FAQ

Common Sculpey questions

Answered from the same tracked data.