How competitive is the Smushers niche on Amazon United Kingdom?

20 brands and 21 sellers compete in Smushers on Amazon United Kingdom. The top 5 Smushers products take 44% of clicks and its top 5 brands hold 55% of demand.

What does it cost to enter the Smushers niche?

Smushers sells for £7.14 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £4.29–£11.23. The average incumbent carries 2 reviews — the moat a new listing must climb.

Smushers

Smushers 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 Smushers profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Smushers is a £22K/yr Amazon United Kingdom market (146K searches/yr). The top 5 brands hold 55% of demand. Verdict: Worth a look — 62/100.

Smushers: 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 2.1% of searches end in a purchase.

£22K

revenue / yr

Units sold / yr3K

Search volume / yr>1,000%146K

Conversion rate2.1%

Avg price£7.14

Who owns the niche?

The top 5 brands hold 55% of demand, so 45% of the market is open.

45%

open market share

Brands · sellers20 · 21

Top-5 product click share44%

Open market45%

Avg brand age-7 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 3.9★ — the gap to enter on.

0/100

page quality · 30 products

Top Smushers 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

Smushers Squishy Fidget Toy Interchangeable Dog Face Swap Stress Relief Sensory Squeeze Toy Dog Face Swap Squishy stress balls Fun Desk Accessory for Kids Adults Office Travel Party School Home

Price: £10.29
Rating: 2.8/5
Reviews: 2
Age: today

DIY Pink Ball Squishy Fidget Toy For Anxiety & Stress Relief

Price: £5.99
Rating: 5.0/5
Reviews: 3
Age: 2mo ago

Fuzz Ball Fidget Stress Toy Fuzzball Sensory Ball with Spiky Texture Fuzz Ball Squishy Sensory for Anxiety Stress Relief Fuzzball Stress Ball for Kids & Adult Portable Fidget Toy for Home (Smiley)

Price: £7.88
Rating: 3.3/5
Reviews: 3
Age: 2mo ago

Smushers Squishy Sensory Toy with Interchangeable Dog Faces Slow Rising Stress Relief Ball Soft Moldable Fidget Squeeze Toy for Adults Anxiety Office Desk Decor Calming Sensory Gift

Price: £9.85
Rating: 5.0/5
Reviews: 1
Age: 2mo ago

Yozexin use at desk room and travel (Blue)

Price: £10.25
Rating: 3.5/5
Reviews: 2
Age: today

Newest

by launch date

Smushers Squishy Fidget Toy Interchangeable Dog Face Swap Stress Relief Sensory Squeeze Toy Dog Face Swap Squishy stress balls Fun Desk Accessory for Kids Adults Office Travel Party School Home

Price: £10.29
Rating: 2.8/5
Reviews: 2
Age: today

Yozexin use at desk room and travel (Blue)

Price: £10.25
Rating: 3.5/5
Reviews: 2
Age: today

Smushers Squishy Toys Curiosities Smushers Dog Face Swap Squishy Cute Easy Squeezy Funny Face Squishy Stress Balls Stress Relief Gifts for Adults (Blue)

Price: £8.33
Rating: 3.4/5
Reviews: 9
Age: today

Fidget Toy Funny Dog Face

Price: £11.23
Rating: 5.0/5
Reviews: 5
Age: today

Smushers Squishy Toys Curiosities Smushers Dog Face Swap Squishy Cute Easy Squeezy Funny Face Squishy Stress Balls Stress Relief Gifts for Adults(Pink)

Price: £8.21
Rating: 3.4/5
Reviews: 9
Age: today

Competition: brands, sellers & click share

The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)6 products missing review or click data not plotted

Brands

Sellers

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%

Top Smushers search terms shoppers use

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

smushers87K/yr >1,000%0.6% conv.
smushers squishy40K/yr >1,000%1.0% conv.
smusher12K/yr >1,000%0.7% conv.
smooshers squishy4K/yr >1,000%0.4% conv.
smashers squishy3K/yr >1,000%0.8% conv.

What reviews say buyers love and hate about Smushers

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

What buyers love

94% of reviews

Fun/Entertainment Experience23%

“Fun playtime toy”

Soft Feel13%

“Great squishy my daughter loves it”

Gifting Purpose13%

“Great all-round gift for various occasions”

Quality-Overall11%

“Great quality”

Compactness10%

“Compact size fits perfectly in pocket and bag”

What buyers complain about

100% of reviews

Quality-Overall17%

“Bad quality”

Smell17%

“highly chemical smell”

Defective Material/Parts13%

“It was defective”

Flammable13%

“Horrible popped in 1 day smelt toxic and barely filled”

Durability13%

“Lasted no time at all before bursting open”

Smushers return rate & reasons

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

0.0%

Return rate

18%

Fixable by listing

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

1Quality-Overall

29%

2Inflation/Deflation

11%

3Advertised Vs Actual Product

10%

4Defective Material/Parts

10%

5Smell

Common Smushers questions

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

Flapen scores Smushers 62/100 on Amazon United Kingdom — Worth a look. The niche generates £22K/yr across 30 tracked products. 1 of 30 products launched in the last 360 days are still selling. Search demand moved >1,000% over the last 90 days.

Smushers buyers on Amazon United Kingdom complain most about Quality-Overall, Smell, Defective Material/Parts, the themes mined from the niche's reviews. Its return rate is 0.0%.