cheese squishy
Worth a lookShows beatable incumbent ratings (3.0★), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Quality gap
Incredible3.0★avg incumbent rating — lower means beatable quality
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Incredible13.81avg incumbent reviews — the moat a new listing must climb
Brand share
Great47%top-5 brand share — no brand owns this niche
Competition
Great33%top-5 click share — an open shelf
Growth
Great+63.8%90-day search growth — must beat 0% to launch
Market size
Good£313K£313K/yr · 1.1M searches
Conversion
Okay3.5%search→purchase rate — share of searches ending in a sale
Avg price
Bad£8.20avg listing price — sweet spot $15–$100
Price range
Bad£1.62–£15.04cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, cheese squishy is a £313K/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 47% of demand. Verdict: Worth a look — 71/100.
Data updated Jul 30, 2026 · scored weekly · How we score niches
cheese squishy market data
- Units sold / yr
- 30K–40K
- avg 500–750/product
- Revenue / yr
- £246K–£328K
- units × avg price
- Conversion rate
- 3.5%
- Avg BSR
- #985
- Page quality
- 0%
- Prime
- 81%
- Sponsored
- 95%
- Out of stock
- 22.0%
- Avg brand age
- 10 months
- Avg seller age
- 183 days
Competition & brand share
Clicks spread well past the top 5 (33% combined) — an open shelf where new products get seen.Brands
41 rising
Sellers
54
Top-5 brand share
47%
Top 20: 83%
Top-5 click share
33%
Top 20: 65%
Open market
48%
- RZCOMP19%
- Generic7%
- Zenova7%
- AstraFable7%
- Bukbas7%
- Plimto5%
Demand
Weekly Amazon search volume, last 19 weeks — +63.8% search growth over the last 90 days.Top cheese squishy search terms
- cheese squishy667K/yr
- squishy cheese90K/yr
- cheese squishy jumbo49K/yr
- big cheese squishy60K/yr
- giant cheese squishy51K/yr
- jumbo cheese squishy27K/yr
- squeeze cheese22K/yr
- clay squishy14K/yr
- cheese squishy big11K/yr
- squishies cheese10K/yr
Top 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
RZCOMP Cheese Squishy Big Squishy Cheese Slow Rising Ultra-Soft Stress Relief Fidget Novelty Squeeze Toys Gift for Adults & kids 5CM
RZCOMP£5.882.8★32 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
Cheese Squishy Toys Soft Kawaii Squeeze Fidget Toy for Stress Relief Cute Sensory Toy for Kids & Adults Fun Party Favors & Gifts
AstraFable£6.782.0★30 rev
RZCOMP Giant Cheese Squishy Big Cheese Squishy 10CM Slow Rising Ultra-Soft Stress Relief Fidget Novelty Cheese Squeeze Toys Gift for Adults & kids
RZCOMP£11.664.4★21 rev
Cheese Stress Ball
Bukbas£12.081.5★2 rev
Newest
by launch date
Cheese Toy
Hlayshing£8.2411 rev
Square Cheese Stress Ball - Big Squeeze Cheese Block - Cheeses Yellow Shape Squeeze Toy - Stretchy Sensory Fidget Toys Stress Ball - Food Shape Pinch Vent Toy For Adults Workers Home Travel Car Rides
Manolyee£2.701 rev
Giant Cheese Squishy 10cm Big Large Massive Jumbo Slow Rise Cheese Block Squishies Viral Slow Rising Soft Squeeze Fidget for Anxiety Relief Adults Office Desk Novelty Gift (10cm Cheese)
Ashloter£10.859 rev
2PCS Butter & Cheese Sensory Squeeze Tool Slow Rebound Stress Relief for Adults Realistic Food Shape Fidget Aid for Office Home Focus
Sotiers£8.4027 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 momentum
Yellow Cheese Squeeze Toy Cheese Squishy Stress Ball Realistic Design Men Women for Stress Relief Squeeze Ball
Generic£6.772.2★
Giant Cheese Squishy 10cm Big Large Massive Jumbo Slow Rise Cheese Block Squishies Viral Slow Rising Soft Squeeze Fidget for Anxiety Relief Adults Office Desk Novelty Gift (10cm Cheese)
Ashloter£10.853.8★
Cheese Stress Ball
Bukbas£12.081.5★
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★
RZCOMP Giant Cheese Squishy Big Cheese Squishy 10CM Slow Rising Ultra-Soft Stress Relief Fidget Novelty Cheese Squeeze Toys Gift for Adults & kids
RZCOMP£11.664.4★
What buyers say about cheese squishy
What buyers praise and complain about, mined from review topics.What buyers love
“lovely shape good quality”
“Soft squishy”
“satisfying to use”
“Good size”
“They are durable”
“Nice price”
“scented like butter as well”
“Excellent, perfect gift for my daughter”
“Exactly as described”
“easy to use”
What buyers complain about
“Awful quality”
“Breaks easily”
“Chemical smell”
“Large”
“Not as described and expensive”
“Not as advertised”
“meaning it was leaking”
“These were spongy”
“it goes t dirty of like one day”
“It cannot hold its shape when squeeze”
Top return reasons
Common questions
- Is cheese squishy profitable to sell on Amazon United Kingdom?
- The niche generates £313K/yr across 63 tracked products. 13 of 63 products launched in the last 360 days are still selling. 90-day search growth is +63.8%. Flapen's verdict: Worth a look (71/100).
- How competitive is the cheese squishy niche?
- 41 brands and 54 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 47% of demand.
- What do buyers complain about in cheese squishy?
- Top complaints mined from reviews: Quality-Overall, Durability, Smell. The return rate is 0.0%.
- What does it cost to enter the cheese squishy niche?
- Listings span £1.62–£15.04; the average listing price is £8.20 (sweet spot $15–$100). The average incumbent carries 14 reviews — the moat a new listing must climb.