white clay
Skip itA small market ($48K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Conversion
Incredible12.1%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Price range
Okay£3.13–£20.71cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Review moat
Bad6,337.69avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£8.24avg listing price — sweet spot $15–$100
Growth
Bad-13.3%90-day search growth — must beat 0% to launch
Market size
Bad£48K£48K/yr · 48K searches
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.
Data updated Jul 27, 2026 · scored weekly · How we score niches
white clay market data
- Units sold / yr
- 8K–10K
- avg 500–750/product
- Revenue / yr
- £66K–£82K
- units × avg price
- Conversion rate
- 12.1%
- Avg BSR
- #33
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 81%
- Out of stock
- 1.3%
- Avg brand age
- 55 months
- Avg seller age
- 194 days
Competition & brand 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%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -13.3% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.6×
Top white clay search terms
- white clay16K/yr
- white air dry clay17K/yr
- air dry clay white11K/yr
- white clay air dry3K/yr
Top white clay 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 16 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
DAS White 1 kg Air Drying Modelling Clay
DAS£3.664.6★43,190 rev
DAS White 500g Air Hardening Modelling Clay Non Bake Ready To Use Suitable for All Ages For Professionals & Hobbyists
DAS£3.134.6★17,290 rev
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)
iFergoo£9.664.5★256 rev
BOHS White Foam Clay Lite - Squishy Soft Air Dry -for School Project Cosplay Fake Bake Slime Supplies-100 Grams
BOHS£4.224.6★592 rev
iFergoo Air Dry Clay White Ultra Light Modeling Clay Magic Clay DIY Creative Modeling Dough Kids Gifts for Girls Boys
iFergoo£4.914.5★4,961 rev
Newest
by launch date
JOAWSOME Air-Dry Hardening Modeling Clay Natural 2.2Lbs Non-Toxic All-Purpose Compound Modeling Sculpting Clay (White)
JOAWSOME£9.1927 rev
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
Busaurus£5.88161 rev
iFergoo Air Dry Clay Ultra Light Modeling Clay Magic Clay DIY Creative Modeling Dough Kids Gifts for Girls Boys 3.52oz/100g (White Clay)
iFergoo£4.96317 rev
ARTME White Modelling Clay 1000g Air Dry Clay 2 x 500g Craft Pack Set
Artme£6.49363 rev
ARTME White Modelling Clay 500g Air Dry Clay
ARTME£3.91363 rev
Trending
90-day click momentum100g 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
Busaurus£5.884.5★
ARTME White Modelling Clay 500g Air Dry Clay
ARTME£3.914.5★
ARTME White Modelling Clay 1000g Air Dry Clay 2 x 500g Craft Pack Set
Artme£6.494.5★
Crayola Air Dry Clay for Kids (5lbs) Reusable Bucket of White Clay for Sculpting Bulk Arts and Crafts Supplies Ages 3+
CRAYOLA£19.234.6★
BOHS White Foam Clay Lite - Squishy Soft Air Dry -for School Project Cosplay Fake Bake Slime Supplies-100 Grams
BOHS£4.224.6★
What buyers say about white clay
What buyers praise and complain about, mined from review topics.What buyers love
“Great price”
“Easy to use”
“Excellent product”
“Great modelling material, very light, it doesn't dry rock hard”
“As described”
“Fun at your finger tips”
“Soft and good”
“It also stays fresh for a long time”
“This clay is light”
“it adheres really well without cracking or shrinking in a noticeable way”
What buyers complain about
“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”
“Was half hardened when received”
“.Image is parts of a creation that broke apart”
“This is a volatile ingredient a known allergen and is dangerous for your respiratory system, exposure to it can cause nausea and vomiting and all whole host of serious problems over time”
“Unfortunately, I cannot use it for customer items”
“Brittle”
Top return reasons
Common questions
- Is white clay profitable to sell on Amazon United Kingdom?
- The niche generates £48K/yr across 16 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -13.3%. Flapen's verdict: Skip it (39/100).
- How competitive is the white clay niche?
- 10 brands and 68 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in white clay?
- Top complaints mined from reviews: Drying Time, Moist/Dry, Quality-Overall. The return rate is 0.3%.
- When does demand for white clay peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 2.6× the quietest.
- What does it cost to enter the white clay niche?
- Listings span £3.13–£20.71; the average listing price is £8.24 (sweet spot $15–$100). The average incumbent carries 6,338 reviews — the moat a new listing must climb.