White Clay
FailShoppers spend only $48K a year here, so White Clay is a Fail.
- Flapen Score
- 39 / 100Ranks 4,947 of 5,777 Home & Garden niches · −12 vs the category median of 5139
- Market size
- £48K/yr48K searches / yr
- 90-day growth
- -13.3%search demand this quarter
- Competition
- 66%top-5 click share · 10 brands · 68 sellers
Flapen Score
White Clay against its category
The dotted line is the Home & Garden average. Past it, White Clay is stronger. Inside it, weaker.
Market
The White Clay market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for White Clay 48K times last year and spent an estimated £48K. The top 5 brands take 87% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 39 out of 100, a Fail.
01 · Demand
12.1% of searches ended in a purchase last week.
Shoppers searched for this 48K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 12.1% of those searches ended in a purchase. Searches in the last 90 days moved -13.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £48K a year.
- Searches, last 12 months
- 48K
- Growth, 90 days vs prior 90
- -13.3%
- Conversion, latest week
- 12.1%
- Market size, estimated
- £48Ka year
- Peak month
- November2.6× the quietest month
- Top search term
- white clay16K searches a year
02 · Price
A sale here is worth £8.24.
Listings sell for £8.24 on average, from £3.13 to £20.71. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 500 to 750 of them. At £8.24 that is £4K to £6K a year per listing.
- Average price
- £8.24under the $15 to $100 sweet spot
- Price range
- £3.13–£20.71
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 8K–10K
- Units per listing a year
- 500–750
- Revenue per listing a year
- £4K–£6K
- Returns
- 0.3%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
81% of listings pay for placement with sponsored ads. 94% ship with Prime. On an average day, 1.3% of listings are out of stock. The average listing ranks #33 within Ceramics & Pottery. It carries 6,338 reviews at 4.54 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 81%
- Prime listings
- 94%
- Out of stock, average day
- 1.3%
- Average rank
- #33in Ceramics & Pottery
- Average rating
- 4.54 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 6,338per listing
- Listings tracked
- 16
04 · Newcomers
Amazon counts 0 of last year's 1 launches as successful.
1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 55 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 55 months
Products
Top White Clay products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
DAS White 1 kg Air Drying Modelling Clay
- Price
- £3.66
- Rating
- 4.6/5
- Reviews
- 43,190
- Age
- 18y ago

DAS White 500g Air Hardening Modelling Clay Non Bake Ready To Use Suitable for All Ages For Professionals & Hobbyists
- Price
- £3.13
- Rating
- 4.6/5
- Reviews
- 17,290
- Age
- 23y 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

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

iFergoo Air Dry Clay White Ultra Light Modeling Clay Magic Clay DIY Creative Modeling Dough Kids Gifts for Girls Boys
- Price
- £4.91
- Rating
- 4.5/5
- Reviews
- 4,961
- Age
- 3y ago
Trending
90-day click momentum
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

ARTME White Modelling Clay 500g Air Dry Clay
- Price
- £3.91
- Rating
- 4.5/5
- Reviews
- 363
- Age
- 2y ago

ARTME White Modelling Clay 1000g Air Dry Clay 2 x 500g Craft Pack Set
- Price
- £6.49
- Rating
- 4.5/5
- Reviews
- 363
- Age
- 2y ago

Crayola Air Dry Clay for Kids (5lbs) Reusable Bucket of White Clay for Sculpting Bulk Arts and Crafts Supplies Ages 3+
- Price
- £19.23
- Rating
- 4.6/5
- Reviews
- 19,325
- Age
- 4y 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
Newest
by launch date
JOAWSOME Air-Dry Hardening Modeling Clay Natural 2.2Lbs Non-Toxic All-Purpose Compound Modeling Sculpting Clay (White)
- Price
- £9.19
- Rating
- 4.4/5
- Reviews
- 27
- Age
- 10mo 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

iFergoo Air Dry Clay Ultra Light Modeling Clay Magic Clay DIY Creative Modeling Dough Kids Gifts for Girls Boys 3.52oz/100g (White Clay)
- Price
- £4.96
- Rating
- 4.4/5
- Reviews
- 317
- Age
- 2y ago

ARTME White Modelling Clay 1000g Air Dry Clay 2 x 500g Craft Pack Set
- Price
- £6.49
- Rating
- 4.5/5
- Reviews
- 363
- Age
- 2y ago

ARTME White Modelling Clay 500g Air Dry Clay
- Price
- £3.91
- Rating
- 4.5/5
- Reviews
- 363
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 66% of clicks. Leaders hold, but buyers still shop past them.
Brands
10 rising
Sellers
68
Top-5 brand share
87%
Top 20: 100%
Top-5 click share
66%
Top 20: 100%
Open market
10%
- DAS50%
- iFergoo18%
- BOHS12%
- STAEDTLER4%
- The Glowhouse4%
- Artme3%
- Open — no brand owns it (4 brands, 10%)
Demand
White Clay search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.6×
Search terms
Top White Clay search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- white clay16K/yr
- white air dry clay17K/yr
- air dry clay white11K/yr
- white clay air dry3K/yr
Reviews and returns
What reviews say buyers love and hate about White Clay
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
It takes a while to dry
took a bit to dry
takes time to dry
messy and take a a while to dry
takes time to dry
dry than youre expecting
Not the best quality
Quality did not fully meet expectations
Didn't find it of good quality
Poor quality clay no good
Not really clay as such
Not sure if it is real clay or synthetic
It is a bit sticky
It can be a tiny bit sticky when you first open it
Sticky horrid cud do better
Love
Great price
Best value
Worth the money
Easy to use
Easy to work with
very easy to handle
Excellent product
Its brilliant stuff for a crafter
Reliable product
Great modelling material, very light, it doesn't dry rock hard
A very handy material for creative projects
Good material
As described
Exactly as described and pictured
Perfect, exactly what I needed
Return
0.3% Return rate 39% Fixable by listing
messy and take a a while to dry
takes time to dry
dry than youre expecting
Was half hardened when received
it made my slimes go hard
harder to mold than your average air dry clay
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common White Clay questions
Answered from the same tracked data.









