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White Clay

Fail

Shoppers spend only $48K a year here, so White Clay is a Fail.

Flapen Score
39
39 / 100
Ranks 4,947 of 5,777 Home & Garden niches · −12 vs the category median of 51
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.

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take 66% of clicks. Leaders hold, but buyers still shop past them.

£0£5K£10K£14K£19K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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.

2K1KSpike '24Black Friday '24Spike '25Black Friday '25SepDecMarJunAugNovMarMay

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

Drying Time16%−0.10

It takes a while to dry

took a bit to dry

takes time to dry

Moist/Dry14%−0.04

messy and take a a while to dry

takes time to dry

dry than youre expecting

Quality-Overall6%−0.03

Not the best quality

Quality did not fully meet expectations

Didn't find it of good quality

Material Quality6%+0.17

Poor quality clay no good

Not really clay as such

Not sure if it is real clay or synthetic

Adhesion/Stickiness5%−0.02

It is a bit sticky

It can be a tiny bit sticky when you first open it

Sticky horrid cud do better

Love

Value For Money18%+1.12

Great price

Best value

Worth the money

Ease Of Use15%+0.85

Easy to use

Easy to work with

very easy to handle

Quality-Overall14%−0.03

Excellent product

Its brilliant stuff for a crafter

Reliable product

Material Quality11%+0.17

Great modelling material, very light, it doesn't dry rock hard

A very handy material for creative projects

Good material

Advertised Vs Actual Product7%+0.88

As described

Exactly as described and pictured

Perfect, exactly what I needed

Return

0.3% Return rate 39% Fixable by listing

Color17%▄▁▅▃▇█
Size-Overall14%▆▁█▃▃▄
Value For Money12%▁▇▁▄█▅
Moist/Dry12%▅▅▅█▁█

messy and take a a while to dry

takes time to dry

dry than youre expecting

Hard Feel7%██▁▇▆▅

Was half hardened when received

it made my slimes go hard

harder to mold than your average air dry clay

FAQ

Common White Clay questions

Answered from the same tracked data.