squishville
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Review moat
Good656.69avg incumbent reviews — the moat a new listing must climb
Price range
Good£3.91–£27.93cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Avg price
Good£12.00avg listing price — sweet spot $15–$100
Conversion
Okay2.4%search→purchase rate — share of searches ending in a sale
Growth
Bad-13.7%90-day search growth — must beat 0% to launch
Market size
Bad£42K£42K/yr · 143K searches
Brand share
Bad98%top-5 brand share — brand-locked demand
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.
Data updated Jul 29, 2026 · scored weekly · How we score niches
squishville market data
- Units sold / yr
- 4K–5K
- avg 0–100/product
- Revenue / yr
- £48K–£60K
- units × avg price
- Conversion rate
- 2.4%
- Avg BSR
- #759
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 69%
- Out of stock
- 10.1%
- Avg brand age
- 16 months
- Avg seller age
- 176 days
Competition & brand 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%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -13.7% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 5.4×
Top squishville search terms
- 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
Top squishville products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
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
Squishmallows£15.704.8★338 rev
Squish-a-longs 25-Pack - Series 3 - (25) 1 Mini-Squish 5 Accessories 1 Ring * Collectors Guide - Collect Trade & Play
Squish-a-longs£16.264.7★417 rev
Squishmallows Original Micromallows Plush 5-Pack - Stingray Cow Panda Orange & Hippo 2.5-Inch Plush
Squishmallows£8.874.8★338 rev
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
Squish-a-longs£7.944.5★163 rev
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
Squishmallows£14.574.8★338 rev
Newest
by launch date
Squishmallows Micromallows Mini Plush Set 6 Pack Collectible Soft Toy Gift Set Patty Gigi Zobey River Peety Coco
Squishmallows£12.980 rev
Squishmallows Original Micromallows Plush 5-Pack - Stingray Cow Panda Orange & Hippo 2.5-Inch Plush
Squishmallows£8.87338 rev
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
Squishmallows£14.57338 rev
Squishmallows Original Micromallows Plush 3-Pack - Avocado Yeti & Axolotl 2.5-Inch Plush
Micromallows£6.5014 rev
Get Trend Squishmallows Girls Baseball Cap Sunglasses & Scrunchie Set Adjustable Hat 100% UV Shades Holiday Accessories (Pink Squishmallows)
Get Trend£14.0589 rev
Trending
90-day click momentumSquishmallows Micromallows Mini Plush Set 6 Pack Collectible Soft Toy Gift Set Patty Gigi Zobey River Peety Coco
Squishmallows£12.980.0★
Get Trend Squishmallows Girls Baseball Cap Sunglasses & Scrunchie Set Adjustable Hat 100% UV Shades Holiday Accessories (Pink Squishmallows)
Get Trend£14.054.5★
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
Squishmallows£15.704.8★
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
Squish-a-longs£12.884.5★
Squishmallows Pyjamas Short Sleeve Girls Pyjamas Kids Pjs For Summer Girls Pyjama Sets Pink 7-8 Years
Squishmallows£11.824.5★
What buyers say about squishville
What buyers praise and complain about, mined from review topics.What buyers love
“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”
“the included accessories are a fun bonus”
“Super soft and have washed really well”
“So happy I got the large set”
“easy to use”
“theyre great for imaginative play”
What buyers complain about
“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”
Top return reasons
Common questions
- Is squishville profitable to sell on Amazon United Kingdom?
- The niche generates £42K/yr across 29 tracked products. 3 of 10 products launched in the last 360 days are still selling. 90-day search growth is -13.7%. Flapen's verdict: Skip it (40/100).
- How competitive is the squishville niche?
- 6 brands and 111 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in squishville?
- Top complaints mined from reviews: Value For Money, Durability, Product Condition. The return rate is 0.7%.
- When does demand for squishville peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 5.4× the quietest.
- What does it cost to enter the squishville niche?
- Listings span £3.91–£27.93; the average listing price is £12.00 (sweet spot $15–$100). The average incumbent carries 657 reviews — the moat a new listing must climb.