How competitive is the Rainbow Butter Squishy niche on Amazon United Kingdom?

22 brands and 25 sellers compete in Rainbow Butter Squishy on Amazon United Kingdom. The top 5 Rainbow Butter Squishy products take 52% of clicks and its top 5 brands hold 68% of demand.

What does it cost to enter the Rainbow Butter Squishy niche?

Rainbow Butter Squishy sells for £7.48 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.43–£10.87. The average incumbent carries 7 reviews — the moat a new listing must climb.

Rainbow Butter Squishy

Rainbow Butter Squishy shows demand growing >1,000% this quarter, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Rainbow Butter Squishy profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Rainbow Butter Squishy is a £18K/yr Amazon United Kingdom market (29K searches/yr). The top 5 brands hold 68% of demand. Verdict: Worth a look — 64/100.

Rainbow Butter Squishy: 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 >1,000% over the last 90 days and 8.4% of searches end in a purchase.

£18K

revenue / yr

Units sold / yr2K

Search volume / yr>1,000%29K

Conversion rate8.4%

Avg price£7.48

Who owns the niche?

The top 5 brands hold 68% of demand, so 32% of the market is open.

32%

open market share

Brands · sellers22 · 25

Top-5 product click share52%

Open market32%

Avg brand age3 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.0★ — the gap to enter on.

0/100

page quality · 32 products

Top Rainbow Butter Squishy 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

Rainbow Butter Squishy Cheese Squishy Realistic Design Anxiety Relief Fidget Toy Sensory Toys For Adults & Kids (Butter-rainbow)

Price: £2.48
Rating: 4.1/5
Reviews: 24
Age: 5mo ago

Rainbow Butter Squishy 1Pcs Slow-Rebound Desk Decor for Adults

Price: £6.36
Rating: 3.4/5
Reviews: 5
Age: 1mo ago

Butter Stick Squishy Rainbow Butter Squishy Fidget Toy Soft Stress Relief Sensory Trending Decompression Toy for Adults Home Office Relaxation (Rainbow)

Price: £2.49
Rating: 5.0/5
Reviews: 8
Age: 5mo ago

13cm Rainbow Butter Squishy Toy Slow Rising Stress Relief Fidget Toy

Price: £6.21
Rating: 3.8/5
Reviews: 12
Age: 2mo ago

Rainbow Butter Squishy Cheese Stress Ball Brain Squishy Realistic Design Anxiety Relief Fidget Toy Sensory Toys For Adults & Kids

Price: £1.43
Rating: 4.2/5
Reviews: 9
Age: 5mo ago

Newest

by launch date

3PCS Butter Toys Rainbow Butter Stick Set Slow Rising Soft Toys PU Butter Stick Toys Office Desk Decor for Adults

Price: £7.26
Rating: 4.0/5
Reviews: 5
Age: today

balls toys

Price: £8.37
Rating: 5.0/5
Reviews: 3
Age: 1mo ago

Rainbow Butter Squishy 2 Pcs Set for Adults Slow-Rebound Desk Decor

Price: £8.30
Rating: 3.4/5
Reviews: 5
Age: 1mo ago

3PCS Butter Squishy Rainbow Butter Squishy Fidget Toys Butter Squeeze Toy

Price: £10.40
Rating: 5.0/5
Reviews: 1
Age: 1mo ago

2Pcs Butter Squishy Slow Rising PU Rainbow Butter Sticks

Price: £6.82
Rating: 3.5/5
Reviews: 2
Age: 1mo ago

Competition: brands, sellers & click share

The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted

Brands

Sellers

Top-5 brand share

68%

Top 20: 98%

Top-5 click share

52%

Top 20: 87%

Open market

28%

Generic18%
Bgdhinkt17%
GEVECORI15%
FUFUFA10%
xinrongda7%
Hlayshing4%

What reviews say buyers love and hate about Rainbow Butter Squishy

What buyers mention most, as a share of all reviews.

What buyers love

94% of reviews

Smell24%

“great butter fragrance”

Quality-Overall21%

“Very good quality”

Soft Feel15%

“Theyre incredibly soft to the touch”

Color13%

“Lovely I like the colour”

Fun/Entertainment Experience7%

“Hours of FUN”

What buyers complain about

84% of reviews

Quality-Overall26%

“Items where coming apart as soon as we received them not good quality”

Durability21%

“Did not last long”

Value For Money15%

“Not worth it”

Smell10%

“More like marzipan chemical scent”

Defective Material/Parts4%

“Items where coming apart as soon as we received them not good quality”

Rainbow Butter Squishy return rate & reasons

Why buyers send it back, as a share of all return requests.

0.0%

Return rate

13%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Durability

26%

2Quality-Overall

17%

3Defective Material/Parts

12%

4Smell

10%

5Size-Overall

Common Rainbow Butter Squishy questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Rainbow Butter Squishy 64/100 on Amazon United Kingdom — Worth a look. The niche generates £18K/yr across 32 tracked products. 3 of 30 products launched in the last 360 days are still selling. Search demand moved >1,000% over the last 90 days.

Rainbow Butter Squishy buyers on Amazon United Kingdom complain most about Quality-Overall, Durability, Value For Money, the themes mined from the niche's reviews. Its return rate is 0.0%.