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Hey Clay

Fail

The top 5 brands take 100% of clicks, so Hey Clay is a Fail.

Flapen Score
38
38 / 100
Ranks 1,216 of 1,773 Toys & Games niches · −6 vs the category median of 44
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.

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take 64% of clicks. Leaders hold, but buyers still shop past them.

£0£7K£14K£22K£29K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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.

5K4KSpike '25Prime Day '25Black Friday '25Holiday '25Spike '26JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

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

Size-Overall28%−0.16

Too small

The pots are smaller

Teeny tiny pots of clay

Moist/Dry11%−0.06

I ordered this last week, my son has opened it and all the clay pots are dry and not workable

Instructions/User Manual/Troubleshooting11%−0.04

Instructions on app which doesn't work properly

Comes with no instructions so you have to download the app

Color11%

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

Material Quality11%−0.04

The clay is too hard to mold

Love

Fun/Entertainment Experience26%+1.75

Its a great toy

Great fun

Great fun, lovely variety of coloued clays

Gifting Purpose18%+1.00

Super gift

Great present

Great birthday gift

Ease Of Use14%+1.05

Really easy to use

So easy to use and amuse

Quality-Overall12%+0.22

Great product

Quality

Quality product and online videos are easy to follow to create the characters

Storage Capacity6%+0.43

Beautiful clay and great containers for storage, my kids love it

Return

0.4% Return rate 13% Fixable by listing

Moist/Dry24%▁▂█▄▅▅

I ordered this last week, my son has opened it and all the clay pots are dry and not workable

Gifting Purpose16%▁▅▁▄█▇

was a present

Hard Feel11%▁▁▇▂▁█
Drying Time10%▁▁▁██▁
Size-Overall8%█▁▁▂▂▁

Too small

The pots are smaller

Teeny tiny pots of clay

FAQ

Common Hey Clay questions

Answered from the same tracked data.