Playdoh
Playdoh shows low returns (0.4%), but brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list.
Flapen Score
Is Playdoh profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Playdoh is a £2.0M/yr Amazon United Kingdom market (2.8M searches/yr). The top 5 brands hold 99% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 50/100.
Playdoh: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -8.6% over the last 90 days and 7.2% of searches end in a purchase.
£2.0M
revenue / yr
Who owns the niche?
The top 5 brands hold 99% of demand, so 1% of the market is open.
1%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.
0/100
page quality · 24 products
Top Playdoh products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
Play-Doh 8-Pack Rainbow Non-Toxic Modelling Compound Set with 8 Colours for Toddlers Creative Toys for 2+ Year Old Kids
- Price
- £4.56
- Rating
- 4.7/5
- Reviews
- 9,437
- Age
- 7y ago
Play-Doh Rainbow Colours Modelling Compound Pack Non-Toxic Mini Cans for Party Bags & Classroom Rewards Mix Mould & Create with Bright Colours Arts & Crafts Toy for Kids 2+ Great Gift
- Price
- £6.16
- Rating
- 4.8/5
- Reviews
- 1,174
- Age
- 1y ago
Play-Doh Swirlin Smoothies Toy Blender Playset for Toddlers
- Price
- £6.78
- Rating
- 4.5/5
- Reviews
- 25,658
- Age
- 2y ago
Play-Doh Imagine Anything 18-Pack Non-Toxic Modelling Compound Mini Cans for Party Bags & Classroom Rewards Mould & Create with Bright Colours Arts & Crafts Fun for Kids 3+ Gift
- Price
- £10.84
- Rating
- 4.8/5
- Reviews
- 667
- Age
- 1y ago
Play-Doh Hair Stylin Salon Playset with 6 Cans Pretend Play Toys Ages 3+
- Price
- £9.57
- Rating
- 4.5/5
- Reviews
- 4,049
- Age
- 2y ago
Trending
90-day click momentum
Play-Doh PD IMAGINE NOW 5 PACK
- Price
- £4.82
- Rating
- 4.8/5
- Reviews
- 9
- Age
- 6mo ago
Play-Doh 4 Pack Confetti Compound Creative Play for 2+ Year Olds Arts and Crafts
- Price
- £5.55
- Rating
- 4.7/5
- Reviews
- 12,767
- Age
- 1y ago
Dreamon 3 in 1 Play Color Dough Set - Ice Cream Noodle Hamburger Maker Machine Dough Tools Accessories Set Play Kitchen Accessories Art Crafts Food Toys for Kids 3 4 5 Years Old
- Price
- £19.25
- Rating
- 4.3/5
- Reviews
- 54
- Age
- 10mo ago
Play-Doh Rainbow Colours Modelling Compound Pack Non-Toxic Mini Cans for Party Bags & Classroom Rewards Mix Mould & Create with Bright Colours Arts & Crafts Toy for Kids 2+ Great Gift
- Price
- £6.16
- Rating
- 4.8/5
- Reviews
- 1,174
- Age
- 1y ago
Dough Tools and Cutters 32 PCS Play Color Dough Accessories Kitchen Creations Set Ice Cream Maker with 12 Colors Modeling Clay Educational Gift for Kids Ages 3+ Year Old Boys Girls
- Price
- £11.19
- Rating
- 3.7/5
- Reviews
- 99
- Age
- 10mo ago
Newest
by launch datePlay-Doh PD IMAGINE NOW 5 PACK
- Price
- £4.82
- Rating
- 4.8/5
- Reviews
- 9
- Age
- 6mo ago
Dreamon 3 in 1 Play Color Dough Set - Ice Cream Noodle Hamburger Maker Machine Dough Tools Accessories Set Play Kitchen Accessories Art Crafts Food Toys for Kids 3 4 5 Years Old
- Price
- £19.25
- Rating
- 4.3/5
- Reviews
- 54
- Age
- 10mo ago
Dough Tools and Cutters 32 PCS Play Color Dough Accessories Kitchen Creations Set Ice Cream Maker with 12 Colors Modeling Clay Educational Gift for Kids Ages 3+ Year Old Boys Girls
- Price
- £11.19
- Rating
- 3.7/5
- Reviews
- 99
- Age
- 10mo ago
Play-Doh Rainbow Colours Modelling Compound Pack Non-Toxic Mini Cans for Party Bags & Classroom Rewards Mix Mould & Create with Bright Colours Arts & Crafts Toy for Kids 2+ Great Gift
- Price
- £6.16
- Rating
- 4.8/5
- Reviews
- 1,174
- Age
- 1y ago
Play-Doh Super Slice Cake Playset Non-Toxic Modelling Compound Bakery Toy with Cutters & Decorating Tools Mould & Slice Colourful Creations Arts & Crafts Fun for Kids 3
- Price
- £15.53
- Rating
- 4.8/5
- Reviews
- 1,844
- Age
- 1y ago
Competition: brands, sellers & click share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.
Brands
6 flat
Sellers
181
Top-5 brand share
99%
Top 20: 100%
Top-5 click share
53%
Top 20: 95%
Open market
0%
- Play-Doh92%
- Yimomoyi2%
- Dreamon2%
- Playskool2%
- JoiTale2%
- Crelloci1%
- Open — no brand owns it (0%)
Playdoh demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.9×
Top Playdoh search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- play doh1.1M/yr
- playdoh455K/yr
- playdough326K/yr
- play dough179K/yr
- playdough set191K/yr
- kids art clay & dough34K/yr
- play doh set189K/yr
- playdoh set51K/yr
- playdoh tubs37K/yr
- playdoh sets30K/yr
What reviews say buyers love and hate about Playdoh
What buyers mention most, as a share of all reviews.
What buyers love
90% of reviews“Great toy”
“Good price”
“Great colours”
“Excellent Product”
“great as a gift”
What buyers complain about
74% of reviews“Not fit for purpose”
“Waste of money”
“Pots are tough to open”
“Cheap and cheerful BUT good”
“some were extremely sticky on first use”
Playdoh return rate & reasons
Why buyers send it back, as a share of all return requests.
0.4%
Return rate
32%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Playdoh questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
