Hey Clay
FailThe top 5 brands take 100% of clicks, so Hey Clay is a Fail.
- Flapen Score
- 38 / 100Ranks 1,216 of 1,773 Toys & Games niches · −6 vs the category median of 4438
- Market size
- £72K/yr89K searches / yr
- 90-day growth
- -31.7%search demand this quarter
- Competition
- 64%top-5 click share · 3 brands · 35 sellers
Flapen Score
Hey Clay against its category
The dotted line is the Toys & Games average. Past it, Hey Clay is stronger. Inside it, weaker.
Market
The Hey Clay market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Hey Clay 89K times last year and spent an estimated £72K. All 3 brands take every click. Demand peaks in Nov–Dec. Flapen scores it 38 out of 100, a Fail.
01 · Demand
7.6% of searches ended in a purchase last week.
Shoppers searched for this 89K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.6% of those searches ended in a purchase. Searches in the last 90 days moved -31.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £72K a year.
- Searches, last 12 months
- 89K
- Growth, 90 days vs prior 90
- -31.7%
- Conversion, latest week
- 7.6%
- Market size, estimated
- £72Ka year
- Peak month
- November4.6× the quietest month
- Top search term
- hey clay70K searches a year
02 · Price
A sale here is worth £10.68.
Listings sell for £10.68 on average, from £4.99 to £17.58. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 250 to 500 of them. At £10.68 that is £3K to £5K a year per listing.
- Average price
- £10.68under the $15 to $100 sweet spot
- Price range
- £4.99–£17.58
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 6K–8K
- Units per listing a year
- 250–500
- Revenue per listing a year
- £3K–£5K
- Returns
- 0.4%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
47% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 4.3% of listings are out of stock. The average listing ranks #187 within Arts & Crafts. It carries 365 reviews at 4.49 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 47%
- Prime listings
- 100%
- Out of stock, average day
- 4.3%
- Average rank
- #187in Arts & Crafts
- Average rating
- 4.49 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 365per listing
- Listings tracked
- 15
04 · Newcomers
Amazon counts 0 of last year's 1 launches as successful.
1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 51 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 51 months
Products
Top Hey Clay products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Hey Clay Air-Dry Clay - Animals
- Price
- £11.49
- Rating
- 4.7/5
- Reviews
- 21
- Age
- 4y ago

HEY CLAY Rainbow Unicorns Set - Air-Dry Clay Kit for Kids - Creative Set Boys and Girls Age 3+
- Price
- £13.43
- Rating
- 4.5/5
- Reviews
- 50
- Age
- 1y ago

HEY CLAY Minions Set 15 Cans of Air Dry Clay with Sculpting Tools
- Price
- £12.76
- Rating
- 4.5/5
- Reviews
- 66
- Age
- 2y ago

HEY CLAY Rainbow Unicorns - Colourful Modelling Set for Children with Air-Drying Clay 6 Cans with Fun Interactive Instructions (Brighty Cloudy Sparky)
- Price
- £8.41
- Rating
- 4.0/5
- Reviews
- 31
- Age
- 2y ago

HEY CLAY - Colorful Modeling Air Dry Clay for Kids - Forest Animals Set - Air Dry Clay Kit 15 Cans and Sculpting Tools with Fun Interactive Instructions App - 15022
- Price
- £15.24
- Rating
- 4.6/5
- Reviews
- 52
- Age
- 1y ago
Trending
90-day click momentum
HEY CLAY Rainbow Unicorns - Colourful Modelling Set for Children with Air-Drying Clay 6 Cans with Fun Interactive Instructions (Brighty Cloudy Sparky)
- Price
- £8.41
- Rating
- 4.0/5
- Reviews
- 31
- Age
- 2y ago

HEY CLAY - Colorful Modeling Air Dry Clay for Kids - Forest Animals Set - Air Dry Clay Kit 15 Cans and Sculpting Tools with Fun Interactive Instructions App - 15022
- Price
- £15.24
- Rating
- 4.6/5
- Reviews
- 52
- Age
- 1y ago

Hey Clay Farm Birds: Duck Goose Hen Set - Colourful Modeling Kids - Air Dry Clay Kit 6 cans with Fun Interactive Instructions App
- Price
- £6.26
- Rating
- 4.5/5
- Reviews
- 224
- Age
- 3y ago

Hey Clay Air-Dry Clay - Animals
- Price
- £11.49
- Rating
- 4.7/5
- Reviews
- 21
- Age
- 4y ago

Hey Clay Dinos Set - Colourful Modeling Kids - Air Dry Clay Kit 15 cans and Sculpting Tools with Fun Interactive Instructions App
- Price
- £15.47
- Rating
- 4.6/5
- Reviews
- 54
- Age
- 4y ago
Newest
by launch date
HEY CLAY Bijou - Clay Kit for Accessories Creation - Air Dry Clay with Tools and Fun Interactive App for Kids 3+ (Sweet Rings)
- Price
- £4.99
- Rating
- 4.7/5
- Reviews
- 5
- Age
- 9mo ago

QMay 32 Colors Air Dry Clay Kit Ultra Light Modeling Clay for Kids
- Price
- £8.59
- Rating
- 4.5/5
- Reviews
- 115
- Age
- 1y ago

HEY CLAY Rainbow Unicorns Set - Air-Dry Clay Kit for Kids - Creative Set Boys and Girls Age 3+
- Price
- £13.43
- Rating
- 4.5/5
- Reviews
- 50
- Age
- 1y ago

HEY CLAY - Colorful Modeling Air Dry Clay for Kids - Forest Animals Set - Air Dry Clay Kit 15 Cans and Sculpting Tools with Fun Interactive Instructions App - 15022
- Price
- £15.24
- Rating
- 4.6/5
- Reviews
- 52
- Age
- 1y ago

Hey Clay Dog Story 3 Pack - Bull Terrier Shepherd Yorkie
- Price
- £8.13
- Rating
- 4.0/5
- Reviews
- 13
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 64% of clicks. Leaders hold, but buyers still shop past them.
Brands
3 falling
Sellers
35
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
64%
Top 20: 100%
Open market
0%
- HEY CLAY96%
- ESSENSON2%
- QMay2%
Demand
Hey Clay search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 4.6×
Search terms
Top Hey Clay search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- hey clay70K/yr
- hey clay sets for kids16K/yr
- hey clay minions2K/yr
Reviews and returns
What reviews say buyers love and hate about Hey Clay
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Too small
The pots are smaller
Teeny tiny pots of clay
I ordered this last week, my son has opened it and all the clay pots are dry and not workable
Instructions on app which doesn't work properly
Comes with no instructions so you have to download the app
the only downside is that you're stuck buying themed kits instead of being able to just buy entire sets of their colours
most of the colours are so hard we can't use them
The clay is too hard to mold
Love
Its a great toy
Great fun
Great fun, lovely variety of coloued clays
Super gift
Great present
Great birthday gift
Really easy to use
So easy to use and amuse
Great product
Quality
Quality product and online videos are easy to follow to create the characters
Beautiful clay and great containers for storage, my kids love it
Return
0.4% Return rate 13% Fixable by listing
I ordered this last week, my son has opened it and all the clay pots are dry and not workable
was a present
Too small
The pots are smaller
Teeny tiny pots of clay
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Hey Clay questions
Answered from the same tracked data.









