butter squishy
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Growth
Incredible+251.3%90-day search growth — must beat 0% to launch
Quality gap
Incredible3.7★avg incumbent rating — lower means beatable quality
Review moat
Incredible44.73avg incumbent reviews — the moat a new listing must climb
Brand share
Great59%top-5 brand share — no brand owns this niche
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Market size
Good£582K£582K/yr · 1.5M searches
Conversion
Good5.3%search→purchase rate — share of searches ending in a sale
Avg price
Bad£7.52avg listing price — sweet spot $15–$100
Price range
Bad£1.63–£12.40cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, butter squishy is a £582K/yr Amazon United Kingdom market (1.5M searches/yr). The top 5 brands hold 59% of demand. Verdict: Worth a look — 73/100.
Data updated Jul 30, 2026 · scored weekly · How we score niches
butter squishy market data
- Units sold / yr
- 60K–80K
- avg 2,500–3,000/product
- Revenue / yr
- £451K–£602K
- units × avg price
- Conversion rate
- 5.3%
- Avg BSR
- #355
- Page quality
- 0%
- Prime
- 79%
- Sponsored
- 91%
- Out of stock
- 13.9%
- Avg brand age
- 5 months
- Avg seller age
- 184 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
22 rising
Sellers
32
Top-5 brand share
59%
Top 20: 98%
Top-5 click share
47%
Top 20: 85%
Open market
35%
- Zenova25%
- Pipihome12%
- Yozexin8%
- Lyreh7%
- GEVECORI7%
- INTELLIGRON6%
Demand
Weekly Amazon search volume, last 17 weeks — +251.3% search growth over the last 90 days.Top butter squishy search terms
- butter squishy1.2M/yr
- squishy butter66K/yr
- butter squishy giant40K/yr
- giant butter squishy38K/yr
- big butter squishy23K/yr
- jumbo butter squishy18K/yr
- butter squishy cheap14K/yr
- large butter squishy10K/yr
- squishy butter stick11K/yr
- butter squishies9K/yr
Top butter 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Butter Squishy Soft Butter Squishys Stress Relief Block Squeeze Butters Stress Toy Portable Decompression Sensory Toy Anxiety Relief Fidget Toy for Kid Adult Office Home (Butter Squishy 1PC)
Zenova£4.983.6★185 rev
Squeeze Butter Toy Butter Squishy Stress Toy Slow Rebound Butter Squeeze Stress toy 5.5x1.5 Stress Relief Sensory Toys for Adults Funny Novelty Office Desk Decor (A-1PC)
Yozexin£6.013.8★59 rev
Lyreh 1pcs Squeeze Butter Toy PU Material Butter Stick Slow Rising Squishy Fidget Toy for Home Office School Relieving (Light Yellow)
Lyreh£7.873.8★566 rev
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
INTELLIGRON Butter Squishy Toy 1Pc Squishy Butter Stick Fidget Toy Soft Slow Rising Squishy for Kids Cute Butter Squishy Style Squeeze Toy for Party Bags & Desk Gifts Stress Relief Fidget Toy
INTELLIGRON£5.832.8★35 rev
Newest
by launch date
2PCS Butter Squishy Butter Stick Squishys Stress Relief Block Realistic Large Butters quishy Slow Rebound Butters Stick Squeeze Toy Anxiety Relief Fidget Toy for Kids Adults Home (Yellow+Pink)
CHANCCI£8.3114 rev
13cm Rainbow Butter Squishy Toy Slow Rising Stress Relief Fidget Toy
FUFUFA£6.2112 rev
Butter Squishy 3Pcs Rainbow Butter Squishy Fidget Toys
Pipihome£10.206 rev
Butter Bar Squishy Toy (Yellow)
Haman£6.6218 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
Trending
90-day click momentum13cm Rainbow Butter Squishy Toy Slow Rising Stress Relief Fidget Toy
FUFUFA£6.213.8★
INTELLIGRON Butter Squishy Toy 1Pc Squishy Butter Stick Fidget Toy Soft Slow Rising Squishy for Kids Cute Butter Squishy Style Squeeze Toy for Party Bags & Desk Gifts Stress Relief Fidget Toy
INTELLIGRON£5.832.8★
Butter Squishy Soft Rising Squeeze Toys Butter Stick Squishy Fidget Toys and Stress Balls Squishies for Office Desk Toys Party Favors & Birthday Gifts.
ZAMLIC£7.074.1★
Butter Bar Squishy Toy (Yellow)
Haman£6.624.6★
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★
What buyers say about butter squishy
What buyers praise and complain about, mined from review topics.What buyers love
“scented like butter as well”
“Great quality and exactly as described”
“Soft and squishy”
“Brilliant fidget toy”
“Great value”
“Better Than Expected”
“seems to be durable”
“Good size”
“Looks nice”
“Lovely I like the colour”
What buyers complain about
“Really cheap quality and bought two”
“Break very easily”
“Strange smell”
“Overpriced”
“This is not a giant one”
“Not as advertised”
“flimsy”
“As soon as tbe item was removed from the packet the print came off on my little girls hand”
“the soft cheese had a hole so on the first squeeze the insides squeezed out on my daughters hand”
“Waste of money”
Top return reasons
Common questions
- Is butter squishy profitable to sell on Amazon United Kingdom?
- The niche generates £582K/yr across 33 tracked products. 21 of 30 products launched in the last 360 days are still selling. 90-day search growth is +251.3%. Flapen's verdict: Worth a look (73/100).
- How competitive is the butter squishy niche?
- 22 brands and 32 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 59% of demand.
- What do buyers complain about in butter squishy?
- Top complaints mined from reviews: Quality-Overall, Durability, Smell. The return rate is 0.0%.
- What does it cost to enter the butter squishy niche?
- Listings span £1.63–£12.40; the average listing price is £7.52 (sweet spot $15–$100). The average incumbent carries 45 reviews — the moat a new listing must climb.