Is squishy box profitable to sell on Amazon United Kingdom?

The niche generates £20K/yr across 29 tracked products. 1 of 20 products launched in the last 360 days are still selling. 90-day search growth is +633.7%. Flapen's verdict: Worth a look (62/100).

How competitive is the squishy box niche?

22 brands and 44 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 63% of demand.

What do buyers complain about in squishy box?

Top complaints mined from reviews: Quality-Overall, Durability, Value For Money. The return rate is 0.3%.

What does it cost to enter the squishy box niche?

Listings span £4.24–£21.25; the average listing price is £12.98 (sweet spot $15–$100). The average incumbent carries 124 reviews — the moat a new listing must climb.

squishy box

Worth a look

Shows demand growing +633.7% this quarter, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Growth

Incredible+633.7%

90-day search growth — must beat 0% to launch

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Review moat

Great123.97

avg incumbent reviews — the moat a new listing must climb

Quality gap

Great4.1★

avg incumbent rating — lower means beatable quality

Brand share

Good63%

top-5 brand share — brands hold most of the demand

Competition

Good48%

top-5 click share — leaders hold, buyers still browse

Avg price

Good£12.98

avg listing price — sweet spot $15–$100

Price range

Okay£4.24–£21.25

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Bad1.4%

search→purchase rate — share of searches ending in a sale

Market size

Bad£20K

£20K/yr · 114K searches

According to Flapen's Amazon United Kingdom niche tracking, squishy box is a £20K/yr Amazon United Kingdom market (114K searches/yr). The top 5 brands hold 63% of demand. Verdict: Worth a look — 62/100.

Data updated Jul 30, 2026 · scored weekly · How we score niches

squishy box market data

Units sold / yr: 1K–1K; avg 0–100/product
Revenue / yr: £13K–£16K; units × avg price
Conversion rate: 1.4%
Avg BSR: #634
Page quality: 0%
Prime: 55%
Sponsored: 83%
Out of stock: 45.9%
Avg brand age: 11 months
Avg seller age: 192 days

Competition & brand share

The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.

Brands

22 rising

Sellers

Top-5 brand share

63%

Top 20: 98%

Top-5 click share

48%

Top 20: 89%

Open market

33%

FRGITYGIFT21%
Generic18%
Moriah Elizabeth10%
SCRUNCHEMS7%
LMIX6%
Audasi4%

Top squishy box search terms

squishy box54K/yr +578.4%0.5% conv.
squishy fun box18K/yr +0.0%0.8% conv.
squishy mystery box19K/yr +424.3%0.4% conv.
mystery squishy box12K/yr +672.2%0.4% conv.
box of squishies10K/yr +232.0%0.7% conv.

All search terms

Top squishy box 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

8 PCS Squishy Mystery Fun Box Squishy Box Set Cute Butter Strawberry Realistic Shaped Squeezes Balls Squeeze Slow Rising Stress Relief Soft Cute Anxiety Gifts Party Favor (#A)

FRGITYGIFT£14.311.0★1 rev

Moriah Elizabeth Blob Universe Mystery Squishy Figures Series 1 Adorable Squish Mystery Figures 1 of 8 Possible Official Moriah Elizabeth Merch

Moriah Elizabeth£4.244.6★53 rev

8PCS Squishy Fun Box Surprise Set Pack Sugar Filled Stress Ball Relief Hand Relax Desk Decor Party Favor Gifts for Adult

Generic£11.305.0★2 rev

SCRUNCHEMS Surprise Box Set with 6 Compartments Includes Marble Ball Sugar Cube Foam Bear Cat Squish Ball and Colour Change Ball Kids Discovery Toy Set of Squishies Ages 3+

SCRUNCHEMS£7.973.4★4 rev

8PCS Squishy Box Mystery Fun Set Pack Blind Malt Sugar Creative Slow Return Squishies Relief Hand Relax Desk Decor Party Favor Gifts for Adult (8PCS A)

LMIX£14.362.8★3 rev

Newest

by launch date

DONGTATA 24 PCS Fidget Surprise Toy Set Box Slow Rising Sensory Sensory Toys with Butter Cheese Ice Cube Fidget Stress Balls for Kids Adults Birthday

DONGTATA£15.703 rev

today

24PCS Squishy Box Mystery Fun Set 2026 Glitter Steamed Buns Mystery Box Mini Steamed Buns Butter Cheese Stress Balls Squishies Surprise Box Sensory Squeeze Toys for Kids Adult.

Yizemay£17.352 rev

today

8 Piece Mystery Fun Box Set Creative Blind Box Malt Sugar Slow-Return Squish-ies Stess Relief Fidget Desk Decor Party Favor Gifts for Adult

Generic£15.703 rev

3w ago

8 Piece Mystery Fun Box Set Creative Blind Box Malt Sugar Slow-Return Squish-ies Stess Relief Fidget Desk Decor Party Favor Gifts for Adult

Generic£14.083 rev

3w ago

8 PCS Squishy Box Mystery Squishy Fun Box Set Cute Butter Strawberry Realistic Shaped Squeezes Balls Squeeze Slow Rising Stress Relief Soft Cute Anxiety Gifts Party Favor (#B)

FRGITYGIFT£13.891 rev

1mo ago

What buyers say about squishy box

What buyers praise and complain about, mined from review topics.

What buyers love

Fun/Entertainment Experience24%

“So fun”

Quality-Overall21%

“The squishes are really good quality”

Gifting Purpose10%

“A lovely little gift set with good quality”

Soft Feel10%

“Super soft and satisfying to squeeze”

Value For Money8%

“They were not expensive”

Smell4%

“doesn't have any unpleasant smell”

Noise Level4%

“Quiet and not messy”

Design-Overall4%

“The designs are adorable”

Advertised Vs Actual Product4%

“All squishies are as advertised”

Developmental Needs3%

“they really help with his autism”

What buyers complain about

Quality-Overall20%

“terrible quality, all break very quickly compared to other similar products”

Durability20%

“Within a week three had broken”

Value For Money12%

“Ok bit pricey for 1 item”

Advertised Vs Actual Product8%

“Very misleading”

Size-Overall8%

“Smaller than expected”

Smell6%

“Also it has a terrible smell”

Adhesion/Stickiness6%

“Its good, however its small and most are sticky”

Safety Standards6%

“Furthermore, the packaging completely lacks any traceable UK/EU importer name, manufacturer address, or batch numbers, meaning it completely bypasses legal toy safety regulations”

Leak-Proof5%

“And the dumpling is leaking”

Ease Of Cleaning3%

“dirty even though they werent used for longer than few minutes”

Top return reasons

Leak-Proof23%

Size-Overall14%

Quality-Overall14%

Smell12%

Advertised Vs Actual Product8%

Defective Material/Parts6%

Durability4%

Safety Standards4%

Functionality-Overall3%

Adhesion/Stickiness3%

Common questions

Is squishy box profitable to sell on Amazon United Kingdom?: The niche generates £20K/yr across 29 tracked products. 1 of 20 products launched in the last 360 days are still selling. 90-day search growth is +633.7%. Flapen's verdict: Worth a look (62/100).
How competitive is the squishy box niche?: 22 brands and 44 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 63% of demand.
What do buyers complain about in squishy box?: Top complaints mined from reviews: Quality-Overall, Durability, Value For Money. The return rate is 0.3%.
What does it cost to enter the squishy box niche?: Listings span £4.24–£21.25; the average listing price is £12.98 (sweet spot $15–$100). The average incumbent carries 124 reviews — the moat a new listing must climb.