---
title: "Apple Squishy — £23K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/apple-squishy"
last_updated: "2026-07-31T08:40:19.049Z"
locale: en
meta:
description: "Niche score 68/100 · £23K/yr market · 66K searches/yr. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 68/100 · £23K/yr market · 66K searches/yr. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Apple Squishy — £23K/yr Amazon UK Niche (2026) - Flapen"
---
# **apple squishy**
**Worth a look**
Shows demand growing >1,000% this quarter, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 6Growth 100Conversion 56Competition 82Returns 100Price range 0Avg price 21Brand share 84Review moat 100Quality gap 100
**Growth**
**Incredible****>1,000%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Incredible****3.3★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Incredible****3.02**
avg incumbent reviews — the moat a new listing must climb
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Brand share**
**Great****51%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****33%**
top-5 click share — an open shelf
**Conversion**
**Good****4.7%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Bad****£7.59**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****£23K**
£23K/yr · 66K searches
**Price range**
**Bad****£1.80–£12.69**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Signals**[** Trending**](https://flapen.com/research/niches?market=uk&signal=trending "Search growth > 100% (90d)") [** No Dominant Brand**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%") [** Low Review Barrier**](https://flapen.com/research/niches?market=uk&signal=low_review_barrier "Top brand's reviews < 500") [** Quality Gap**](https://flapen.com/research/niches?market=uk&signal=quality_gap "Avg rating < 4.0") [** Out of Stock**](https://flapen.com/research/niches?market=uk&signal=out_of_stock "OOS rate > 10%")
According to Flapen's Amazon United Kingdom niche tracking, apple squishy is a £23K/yr Amazon United Kingdom market (66K searches/yr). The top 5 brands hold 51% of demand. Verdict: Worth a look — 68/100.
Data updated Jul 30, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **apple squishy market data**
- **Units sold / yr**
- **2K–3K**
- avg 0–100/product
- **Revenue / yr**
- **£15K–£19K**
- units × avg price
- **Conversion rate**
- **4.7%**
- **Avg BSR**
- **#1,556**
- **Page quality**
- **0%**
- **Prime**
- **73%**
- **Sponsored**
- **98%**
- **Out of stock**
- **34.4%**
- **Avg brand age**
- **-24 months**
- **Avg seller age**
- **197 days**
## **Competition & brand share**
Clicks spread well past the top 5 (33% combined) — an open shelf where new products get seen.
**Brands**
**31 **
**Sellers**
**41**
**Top-5 brand share**
**51%**
Top 20: 90%
**Top-5 click share**
**33%**
Top 20: 73%
**Open market**
**45%**
- Pipihome19% - Generic15% - Yizemay7% - KINGSH5% - PRVCFZ5% - ZISHAN4%
## **Top apple squishy search terms**
- **apple squishy**43K/yr>1,000%2.7% conv. - **squishy apple**16K/yr>1,000%2.4% conv. - **slushy apple squishy**7K/yr>1,000%0.7% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/apple-squishy/search-terms)
## **Top apple squishy 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.
0%4%£9328%£2K12%£3K16%£4K110 Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)4 products missing review or click data not plotted
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Squishy Fidget Toys 2Pcs Apple Squishy Apples Stress Balls for Adults Sensory Stress Relief Toys Squeezy Squishies Fruit Fidget for Autism Anxiety Relief**Pipihome**£10.76**3.6★9 rev](https://www.amazon.co.uk/dp/B0GWDFJB9F) [2**KINGSH Apples Toy Soft Slushy Pink Apple Toy Slow Rebound Anxiety Relief Sensory Fidget Stress Toys for Relaxation and Focus Office Travel (Apple Pink)**KINGSH**£6.68**2.0★2 rev](https://www.amazon.co.uk/dp/B0H19Y4TJG) [3**Green Apples Stress Balls for Adults for Office Desk Travel (Green)**Generic**£8.17**3.0★3 rev](https://www.amazon.co.uk/dp/B0GYMXVSYS) [4**Squishy Toys 4 Pcs Apple Squishy Slow Rising Stress Balls for Adults Kids**Pipihome**£12.53**3.6★9 rev](https://www.amazon.co.uk/dp/B0GWDD5S9V) [5**Apples Balls**Yizemay**£7.56**3.7★3 rev](https://www.amazon.co.uk/dp/B0GZZVL7N8)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Stress Ball**Hlayshing**£7.04**2 revtoday](https://www.amazon.co.uk/dp/B0GXXLSXZ7) [**Lightyard Cute Apple Squishy Toys Stress Ball Sensory Anxiety Relief Toy for Kids & Adults Fruit Taba Large Fidget Squeeze Stress Relief Gift Office Desk Toy (green)**Lightyard**£6.53**0 rev1mo ago](https://www.amazon.co.uk/dp/B0H5C8M3K7) [**Apples balls**Yizemay**£11.51**4 rev1mo ago](https://www.amazon.co.uk/dp/B0GZZRQMKC) [**Giant Butter Jumbo Big Butters Stress Balls (Apple-Pink)**LMIX**£5.80**4 rev2mo ago](https://www.amazon.co.uk/dp/B0H32KR772) [**PICKSMOCUB 2 Pack Apple Fidget Toys Slow Rising Stress Balls Cute Fruit Fidget Toys Soft Sensory Anxiety Relief Fidget Toy For Adults Kids Office Desk Travel Classroom Green & Pink**PICKSMOCUB**£10.02**4 rev2mo ago](https://www.amazon.co.uk/dp/B0H2D2QJLV)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Stress Ball**Hlayshing**£7.04**1.5★**— 1%**](https://www.amazon.co.uk/dp/B0GXXLSXZ7) [**PICKSMOCUB 2 Pack Apple Fidget Toys Slow Rising Stress Balls Cute Fruit Fidget Toys Soft Sensory Anxiety Relief Fidget Toy For Adults Kids Office Desk Travel Classroom Green & Pink**PICKSMOCUB**£10.02**3.2★**— 1%**](https://www.amazon.co.uk/dp/B0H2D2QJLV) [**Apple Squishy Stress Ball Soft and Squishy Apple for Stress Relief Hand Therapy Green Apple Squishy Ball for Desk and Home Use**ZISHAN**£7.30**0.0★**— 1%**](https://www.amazon.co.uk/dp/B0GZKRBD9F) [**2Pcs Jumbo Squishies and Fruit Squishy Set Two Large Soft Foam Items for Gentle Hand Activity Suitable for Students and Office Workers Banana and Red Apple Design**TUBAWD**£11.62**3.0★**— 1%**](https://www.amazon.co.uk/dp/B0GXB6HNXM) [**2 PCS Apple Squishy Squishys Appled Slushy Apples Squishyss Maltose Squishys Green Appleds Squishy Soft Sensory Tool Two Colourful Stress Relief Apples Pink and Blue Maltose Design**ZZHLYQ**£9.30**1.0★**— 1%**](https://www.amazon.co.uk/dp/B0H28MY5H7)
**~~View all trending →~~**
## **What buyers say about apple squishy**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**20%
*“Fun to play with”*
**Soft Feel**15%
*“Soft and satisfying”*
**Gifting Purpose**10%
*“Great little gift for friends”*
**Value For Money**9%
*“Great value for two”*
**Color**8%
*“The colour is also nice”*
**Quality-Overall**7%
*“Seem good quality”*
**Shape/Style**5%
*“stays in shape so much better than a needoh I would choose this any day 10/10 recommend also arrived in a relatively short amount of time”*
**Functionality-Overall**5%
*“The slow rising effect is the best part”*
**Durability**5%
*“it has held up well”*
**Adhesion/Stickiness**3%
*“and non-sticky”*
### **What buyers complain about **
**Durability**20%
*“Broke within a day”*
**Smell**12%
*“Extremely strong smell of petrol”*
**Advertised Vs Actual Product**11%
*“Does not look like the picture at all”*
**Value For Money**8%
*“Really expensive for what it is”*
**Size-Overall**8%
*“Small”*
**Leak-Proof**8%
*“Arrived very late in damaged packaging and was leaking”*
**Quality-Overall**6%
*“not the best”*
**Adhesion/Stickiness**5%
*“Nothing like the picture and very sticky”*
**Charging**3%
*“can't believe they can charge £12.99 for this”*
**Functionality-Overall**3%
*“Not slow rising doesnt come back to original shape”*
### **Top return reasons **
**Leak-Proof**28%
**Advertised Vs Actual Product**11%
**Quality-Overall**11%
**Defective Material/Parts**9%
**Smell**8%
**Adhesion/Stickiness**6%
**Size-Overall**5%
**Durability**5%
**Shape/Style**3%
**Strength**2%
## **Common questions**
- **Is apple squishy profitable to sell on Amazon United Kingdom?**
- The niche generates £23K/yr across 45 tracked products. 1 of 44 products launched in the last 360 days are still selling. 90-day search growth is >1,000%. Flapen's verdict: Worth a look (68/100).
- **How competitive is the apple squishy niche?**
- 31 brands and 41 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 51% of demand.
- **What do buyers complain about in apple squishy?**
- Top complaints mined from reviews: Durability, Smell, Advertised Vs Actual Product. The return rate is 0.0%.
- **What does it cost to enter the apple squishy niche?**
- Listings span £1.80–£12.69; the average listing price is £7.59 (sweet spot $15–$100). The average incumbent carries 3 reviews — the moat a new listing must climb.
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