Squishville
brand-locked demand (top 5 brands take 98% of clicks) — Squishville doesn't clear our bar today.
Flapen Score
Is Squishville profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Squishville is a £42K/yr Amazon United Kingdom market (143K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 40/100.
Squishville: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved -13.7% over the last 90 days and 2.4% of searches end in a purchase.
£42K
revenue / yr
Who owns the niche?
The top 5 brands hold 98% of demand, so 2% of the market is open.
2%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.
0/100
page quality · 29 products
Top Squishville 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
Squishmallows Original Micromallows Plush 10-Pack - 2.5-Inch Plush Includes favourites Lili the Bee Connor the Cow Brody the Dinosaur Plath the Love Bird and Lasla the Octopus
- Price
- £15.70
- Rating
- 4.8/5
- Reviews
- 338
- Age
- 11mo ago
Squish-a-longs 25-Pack - Series 3 - (25) 1 Mini-Squish 5 Accessories 1 Ring * Collectors Guide - Collect Trade & Play
- Price
- £16.26
- Rating
- 4.7/5
- Reviews
- 417
- Age
- 1y ago
Squishmallows Original Micromallows Plush 5-Pack - Stingray Cow Panda Orange & Hippo 2.5-Inch Plush
- Price
- £8.87
- Rating
- 4.8/5
- Reviews
- 338
- Age
- 8mo ago
Squish-a-longs Mini-Squish 14-Pack (Wave 4 Style 1) includes Nicolas the Lavender Spotted Bat Amelia the Cheese Mouse Diane the Peach Bigfoot
- Price
- £7.94
- Rating
- 4.5/5
- Reviews
- 163
- Age
- 1y ago
Squishmallows Original Micromallows Plush 10-Pack - 2.5 Inch Plush includes favourites Sharon the Shark Indie the Hermit Crab Bergit the Boba Cavaleri the Aplaca and Darcy the Dog
- Price
- £14.57
- Rating
- 4.8/5
- Reviews
- 338
- Age
- 8mo ago
Trending
90-day click momentum
Squishmallows Micromallows Mini Plush Set 6 Pack Collectible Soft Toy Gift Set Patty Gigi Zobey River Peety Coco
- Price
- £12.98
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 1mo ago
Get Trend Squishmallows Girls Baseball Cap Sunglasses & Scrunchie Set Adjustable Hat 100% UV Shades Holiday Accessories (Pink Squishmallows)
- Price
- £14.05
- Rating
- 4.5/5
- Reviews
- 89
- Age
- 9mo ago
Squishmallows Original Micromallows Plush 10-Pack - 2.5-Inch Plush Includes favourites Lili the Bee Connor the Cow Brody the Dinosaur Plath the Love Bird and Lasla the Octopus
- Price
- £15.70
- Rating
- 4.8/5
- Reviews
- 338
- Age
- 11mo ago
Squish-a-longs Mini-Squish 14-Pack (Wave 5 Style 1) includes Valentine the Red Bat Kitty the Dark Pink Unicorn Kayce the Unicorn Panda
- Price
- £12.88
- Rating
- 4.5/5
- Reviews
- 163
- Age
- 11mo ago
Squishmallows Pyjamas Short Sleeve Girls Pyjamas Kids Pjs For Summer Girls Pyjama Sets Pink 7-8 Years
- Price
- £11.82
- Rating
- 4.5/5
- Reviews
- 38
- Age
- 1y ago
Newest
by launch dateSquishmallows Micromallows Mini Plush Set 6 Pack Collectible Soft Toy Gift Set Patty Gigi Zobey River Peety Coco
- Price
- £12.98
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 1mo ago
Squishmallows Original Micromallows Plush 5-Pack - Stingray Cow Panda Orange & Hippo 2.5-Inch Plush
- Price
- £8.87
- Rating
- 4.8/5
- Reviews
- 338
- Age
- 8mo ago
Squishmallows Original Micromallows Plush 10-Pack - 2.5 Inch Plush includes favourites Sharon the Shark Indie the Hermit Crab Bergit the Boba Cavaleri the Aplaca and Darcy the Dog
- Price
- £14.57
- Rating
- 4.8/5
- Reviews
- 338
- Age
- 8mo ago
Squishmallows Original Micromallows Plush 3-Pack - Avocado Yeti & Axolotl 2.5-Inch Plush
- Price
- £6.50
- Rating
- 4.5/5
- Reviews
- 14
- Age
- 8mo ago
Get Trend Squishmallows Girls Baseball Cap Sunglasses & Scrunchie Set Adjustable Hat 100% UV Shades Holiday Accessories (Pink Squishmallows)
- Price
- £14.05
- Rating
- 4.5/5
- Reviews
- 89
- Age
- 9mo ago
Competition: brands, sellers & click share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.
Brands
6 rising
Sellers
111
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
53%
Top 20: 90%
Open market
0%
- Squishmallows57%
- Squish-a-longs32%
- Micromallows3%
- Get Trend3%
- Squishville3%
- Top Trumps2%
- Open — no brand owns it (0%)
Squishville demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 5.4×
Top Squishville search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- squishmallow mini42K/yr
- mini squishmallows29K/yr
- squishville15K/yr
- mini squishmallow31K/yr
- squishmallows mini7K/yr
- squishmallow set5K/yr
- squishmallow pack4K/yr
- squishmallow house3K/yr
- squishville mini squishmallow 6 pack2K/yr
- squishville house1K/yr
What reviews say buyers love and hate about Squishville
What buyers mention most, as a share of all reviews.
What buyers love
98% of reviews“Cheaper than anywhere else”
“Great little game”
“Gifted as a present”
“good quality toys nice bright colours”
“they make a great addition to the collection”
What buyers complain about
81% of reviews“Super expensive for 1”
“Lasted all of 5 minutes before it ripped”
“Dusty box and dirty not sure why if there new”
“A little smaller than I thought they would be though”
Squishville return rate & reasons
Why buyers send it back, as a share of all return requests.
0.7%
Return rate
59%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Squishville 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.
