White Clay
a small market ($48K/yr) — White Clay doesn't clear our bar today.
Flapen Score
Is White Clay profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, White Clay is a £48K/yr Amazon United Kingdom market (48K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 39/100.
White Clay: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved -13.3% over the last 90 days and 12.1% of searches end in a purchase.
£48K
revenue / yr
Who owns the niche?
The top 5 brands hold 87% of demand, so 13% of the market is open.
13%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.
0/100
page quality · 16 products
Top White Clay products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
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: brands, sellers & click share
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond 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%)
White Clay demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.6×
Top White Clay search terms shoppers use
The exact queries 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
What reviews say buyers love and hate about White Clay
What buyers mention most, as a share of all reviews.
What buyers love
81% of reviews“Great price”
“Easy to use”
“Excellent product”
“Great modelling material, very light, it doesn't dry rock hard”
“As described”
What buyers complain about
64% of reviews“It takes a while to dry”
“messy and take a a while to dry”
“Not the best quality”
“Poor quality clay no good”
“It is a bit sticky”
White Clay return rate & reasons
Why buyers send it back, as a share of all return requests.
0.3%
Return rate
39%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common White Clay questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
