butter and cheese squishy
Worth a lookShows demand growing +374.4% this quarter, but prices mostly outside the sweet spot ($3.88–$14.79) keeps it on the watch list.
Growth
Incredible+374.4%90-day search growth — must beat 0% to launch
Quality gap
Incredible3.2★avg incumbent rating — lower means beatable quality
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Incredible36.91avg incumbent reviews — the moat a new listing must climb
Conversion
Good4.8%search→purchase rate — share of searches ending in a sale
Brand share
Okay81%top-5 brand share — brands hold most of the demand
Avg price
Okay£8.95avg listing price — sweet spot $15–$100
Competition
Bad79%top-5 click share — a locked-up shelf
Market size
Bad£39K£39K/yr · 91K searches
Price range
Bad£3.88–£14.79cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, butter and cheese squishy is a £39K/yr Amazon United Kingdom market (91K searches/yr). The top 5 brands hold 81% of demand. Verdict: Worth a look — 55/100.
Data updated Jul 30, 2026 · scored weekly · How we score niches
butter and cheese squishy market data
- Units sold / yr
- 5K–6K
- avg 500–750/product
- Revenue / yr
- £45K–£54K
- units × avg price
- Conversion rate
- 4.8%
- Avg BSR
- #343
- Page quality
- 0%
- Prime
- 73%
- Sponsored
- 82%
- Out of stock
- 9.8%
- Avg brand age
- 0 months
- Avg seller age
- 200 days
Competition & brand share
The top 5 products capture 79% of clicks — a locked-up shelf that new listings rarely crack.Brands
10
Sellers
13
Top-5 brand share
81%
Top 20: 100%
Top-5 click share
79%
Top 20: 100%
Open market
12%
- Zenova38%
- Generic14%
- Sotiers13%
- GEVECORI10%
- AYAAFA7%
- Ashloter7%
- Open — no brand owns it (4 brands, 12%)
Demand
Weekly Amazon search volume, last 12 weeks — +374.4% search growth over the last 90 days.Top butter and cheese squishy search terms
- butter and cheese squishy36K/yr
- cheese and butter squishy22K/yr
- butter squishy and cheese squishy10K/yr
- butter and cheese squishy pack6K/yr
- squishy butter and cheese5K/yr
- squishy cheese and butter5K/yr
- cheese and butter squishy set3K/yr
- cheese squishy and butter3K/yr
Top butter and cheese 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.
All 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Butter Squishy Soft Butter Cheese Squishys Stress Relief Block Squeeze Cheese Stress Toy Portable Decompression Sensory Toy Anxiety Relief Fidget Toy for Kid Adult Office Home (2PCS)
Zenova£7.703.6★185 rev
2PCS Butter & Cheese Sensory Squeeze Tool Slow Rebound Stress Relief for Adults Realistic Food Shape Fidget Aid for Office Home Focus
Sotiers£8.402.0★27 rev
Cheese Squishy and Butter Squishy Soft Cheese Squishys Stress Relief Block Squeeze Cheese Stress Toy Portable Decompression Sensory Toy Anxiety Relief Fidget Toy for Adults Office Home
Generic£3.883.3★23 rev
4 PCS Squishy Cheese Butter 2 PCS Squishy Butter and 2 PCS Cheese Stress Relief Cube Block Yellow Unbreakable Figurine Simulation Cheeses Ball
GEVECORI£9.893.4★43 rev
2 in 1 Butter Squishy Cheese Squishy Toy for Men Women Soft Toy For Anxiety & Stress Relief Hand Pressing Calm Toy.
AYAAFA£9.563.0★19 rev
Newest
by launch date2PCS Butter & Cheese Sensory Squeeze Tool Slow Rebound Stress Relief for Adults Realistic Food Shape Fidget Aid for Office Home Focus
Sotiers£8.4027 rev
2Pack Butter and Cheese Squishy Realistic Butter Stick Stress Ball Soft PU Foam Squeeze Fidget for Anxiety Relief Sensory for Adults Office Desk Novelty Gift
Ashloter£9.386 rev
4 PCS Squishy Cheese Butter 2 PCS Squishy Butter and 2 PCS Cheese Stress Relief Cube Block Yellow Unbreakable Figurine Simulation Cheeses Ball
GEVECORI£9.8943 rev
8 PCS Squishy Pack Cute Animal Butter Cheese Water Dough Bun & Jelly Dice. Soft Slow Rising Stress Relief Fidget Toys Gift Set
FUFUFA£14.7923 rev
3Pcs Butter Cheese Squishy Squeeze Toys Salted Butter Design Stress Relief Squishies for Desk Slow Rising Squishy Cheese Block 4oz Replica Sensory Fidget for Adults Relief Desk Decor
bdao gift£8.3528 rev
Trending
90-day click momentum4 PCS Squishy Cheese Butter 2 PCS Squishy Butter and 2 PCS Cheese Stress Relief Cube Block Yellow Unbreakable Figurine Simulation Cheeses Ball
GEVECORI£9.893.4★
2Pack Butter and Cheese Squishy Realistic Butter Stick Stress Ball Soft PU Foam Squeeze Fidget for Anxiety Relief Sensory for Adults Office Desk Novelty Gift
Ashloter£9.382.7★
3Pcs Butter Cheese Squishy Squeeze Toys Salted Butter Design Stress Relief Squishies for Desk Slow Rising Squishy Cheese Block 4oz Replica Sensory Fidget for Adults Relief Desk Decor
bdao gift£8.353.7★
2PCS Butter & Cheese Sensory Squeeze Tool Slow Rebound Stress Relief for Adults Realistic Food Shape Fidget Aid for Office Home Focus
Sotiers£8.402.0★
8 PCS Squishy Pack Cute Animal Butter Cheese Water Dough Bun & Jelly Dice. Soft Slow Rising Stress Relief Fidget Toys Gift Set
FUFUFA£14.793.5★
What buyers say about butter and cheese squishy
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality”
“Its soft and squishy, feels soft on the hands,”
“The price is fair”
“Very nice and fun to use”
“They are durable”
“Smelled like nice foot with mix of bath and god”
“Cute little gift idea”
“product is good quality and size”
“playful the cheese-shaped design looks”
“my son loves these to fidget with to help calm his ADHD”
What buyers complain about
“Poor quality wording missing”
“Broke very easily”
“Chemical smell”
“thought itd be slightly bigger than expected”
“is so expensive”
“Not as shown”
“So sticky”
“was leaking the filling”
“the soft cheese had a hole so on the first squeeze the insides squeezed out on my daughters hand”
“The cheese is more or less a stress ball filled with liquid”
Top return reasons
Common questions
- Is butter and cheese squishy profitable to sell on Amazon United Kingdom?
- The niche generates £39K/yr across 11 tracked products. 7 of 11 products launched in the last 360 days are still selling. 90-day search growth is +374.4%. Flapen's verdict: Worth a look (55/100).
- How competitive is the butter and cheese squishy niche?
- 10 brands and 13 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 81% of demand.
- What do buyers complain about in butter and cheese squishy?
- Top complaints mined from reviews: Quality-Overall, Durability, Smell. The return rate is 0.0%.
- What does it cost to enter the butter and cheese squishy niche?
- Listings span £3.88–£14.79; the average listing price is £8.95 (sweet spot $15–$100). The average incumbent carries 37 reviews — the moat a new listing must climb.