Skip to content

Smushers

Maybe

Search demand grew >1,000% this quarter. But prices span $4.29–$11.23, mostly outside the sweet spot, so Smushers is a Maybe.

Flapen Score
62
62 / 100
Top 6% of 1,773 Toys & Games niches · +18 vs the category median of 44
Market size
£22K/yr146K searches / yr
90-day growth
>1,000%search demand this quarter
Competition
44%top-5 click share · 20 brands · 21 sellers

Flapen Score

Smushers against its category

The dotted line is the Toys & Games average. Past it, Smushers is stronger. Inside it, weaker.

62Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Smushers market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Smushers 146K times last year and spent an estimated £22K. The top 5 brands take 55% of clicks. Flapen scores it 62 out of 100, a Maybe.

01 · Demand

2.1% of searches ended in a purchase last week.

Shoppers searched for this 146K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.1% of those searches ended in a purchase. Searches in the last 90 days moved >1,000% against the 90 days before. Searches, conversion and average price together put the market at an estimated £22K a year.

Searches, last 12 months
146K
Growth, 90 days vs prior 90
>1,000%
Conversion, latest week
2.1%
Market size, estimated
£22Ka year
Top search term
smushers87K searches a year

02 · Price

A sale here is worth £7.14.

Listings sell for £7.14 on average, from £4.29 to £11.23. Amazon reports units sold in ranges. This niche sold 3K to 3K a year. The average listing sells 0 to 100 of them. At £7.14 that is £0 to £714 a year per listing.

Average price
£7.14under the $15 to $100 sweet spot
Price range
£4.29–£11.23
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–3K
Units per listing a year
0–100
Revenue per listing a year
£0–£714
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads.

97% of listings pay for placement with sponsored ads. 70% ship with Prime. On an average day, 60.8% of listings are out of stock. The average listing ranks #1,591 within Novelty & Gag Toys. It carries 2 reviews at 3.94 stars, so a new listing needs social proof before a better product.

Sponsored listings
97%
Prime listings
70%
Out of stock, average day
60.8%
Average rank
#1,591in Novelty & Gag Toys
Average rating
3.94 starsAmazon United Kingdom average 4.36 stars
Average reviews
2per listing
Listings tracked
30

04 · Newcomers

Amazon counts 1 of last year's 30 launches as successful.

30 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for -7 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
30
Successful launches
1Amazon's first-year sales bar
Average brand age
-7 months

Products

Top Smushers 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 44% of clicks. Leaders hold, but buyers still shop past them.

£0£2K£4K£7K£9K110 Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)6 products missing review or click data not plotted

Brands

20

Sellers

21

Top-5 brand share

55%

Top 20: 100%

Top-5 click share

44%

Top 20: 85%

Open market

39%

  • Hlayshing20%
  • Gigquake13%
  • AYAAFA8%
  • HMifjUM7%
  • Yozexin7%
  • CHANCCI6%

Search terms

Top Smushers search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • smushers87K/yr
  • smushers squishy40K/yr
  • smusher12K/yr
  • smooshers squishy4K/yr
  • smashers squishy3K/yr

Reviews and returns

What reviews say buyers love and hate about Smushers

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Quality-Overall17%−0.06

Bad quality

Terrible quality

Smell17%−0.23

highly chemical smell

smell is horrendous

after one wash the chemical smell

Defective Material/Parts13%−0.17

It was defective

Flammable13%−0.17

Horrible popped in 1 day smelt toxic and barely filled

Durability13%−0.17

Lasted no time at all before bursting open

Love

Fun/Entertainment Experience23%+1.58

Fun playtime toy

Very interactive

Good squishy toy

Soft Feel13%

Great squishy my daughter loves it

A great squishy my granddaughter loves it

Gifting Purpose13%+0.80

Great all-round gift for various occasions

Lovely gift choice

Quality-Overall11%−0.06

Great quality

Good quality for the price

Amazing perfect quality would recommend

Compactness10%+0.65

Compact size fits perfectly in pocket and bag

Super compact in size

Compact and lightweight, easy to carry for stress relief anywhere

Return

0.0% Return rate 18% Fixable by listing

Quality-Overall29%▁▁▁▁▇█

Bad quality

Terrible quality

Inflation/Deflation11%▁▁▁▁█▂
Advertised Vs Actual Product10%▁▁▁▁▁█

Not as expected

Not whats expected

Defective Material/Parts10%▁▁▁▁▆█

It was defective

Smell8%▁▁▁▁▇█

highly chemical smell

smell is horrendous

after one wash the chemical smell

FAQ

Common Smushers questions

Answered from the same tracked data.