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Squishy Maker

Maybe

Search demand grew +192.3% this quarter. But buyers convert on only 2.6% of searches, so Squishy Maker is a Maybe.

Flapen Score
64
64 / 100
Top 4% of 1,773 Toys & Games niches · +20 vs the category median of 44
Market size
£238K/yr483K searches / yr
90-day growth
+192.3%search demand this quarter
Competition
62%top-5 click share · 11 brands · 50 sellers

Flapen Score

Squishy Maker against its category

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

64Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Squishy Maker market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Squishy Maker 483K times last year and spent an estimated £238K. The top 5 brands take 79% of clicks. Demand peaks in May–Jun–Jul–Dec. Flapen scores it 64 out of 100, a Maybe.

01 · Demand

2.6% of searches ended in a purchase last week.

Shoppers searched for this 483K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.6% of those searches ended in a purchase. Searches in the last 90 days moved +192.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £238K a year.

Searches, last 12 months
483K
Growth, 90 days vs prior 90
+192.3%
Conversion, latest week
2.6%
Market size, estimated
£238Ka year
Peak month
July6.5× the quietest month
Top search term
squishy maker167K searches a year

02 · Price

A sale here is worth £19.20.

Listings sell for £19.20 on average, from £8.39 to £26.39. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 1,500 to 2,000 of them. At £19.20 that is £29K to £38K a year per listing.

Average price
£19.20inside the $15 to $100 sweet spot
Price range
£8.39–£26.39
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
15K–20K
Units per listing a year
1,500–2,000
Revenue per listing a year
£29K–£38K
Returns
0.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

56% of listings pay for placement with sponsored ads. 88% ship with Prime. On an average day, 1.9% of listings are out of stock. The average listing ranks #668 within Novelty & Gag Toys. It carries 293 reviews at 4.27 stars, so a new listing needs social proof before a better product.

Sponsored listings
56%
Prime listings
88%
Out of stock, average day
1.9%
Average rank
#668in Novelty & Gag Toys
Average rating
4.27 starsAmazon United Kingdom average 4.36 stars
Average reviews
293per listing
Listings tracked
16

04 · Newcomers

Amazon counts 4 of last year's 7 launches as successful.

7 products launched here in the last 12 months. Amazon counts 4 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 19 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
7
Successful launches
4Amazon's first-year sales bar
Average brand age
19 months

Products

Top Squishy Maker 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 62% of clicks. Leaders hold, but buyers still shop past them.

£0£24K£48K£71K£95K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 flat

Sellers

50

Top-5 brand share

79%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

14%

  • John Adams41%
  • Highttoy13%
  • Doctor Squish10%
  • Character Options9%
  • Doodora7%
  • Canal Toys7%
  • Open — no brand owns it (5 brands, 14%)

Demand

Squishy Maker search demand

Weekly searches over the year, seasonality beneath. Pick a range.

30K20KSpike '24Holiday '24Spike '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: May, Jun, Jul, Dec · busiest ÷ quietest = 6.5×

Search terms

Top Squishy Maker search terms shoppers use

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

  • squishy maker167K/yr
  • squishy making kit97K/yr
  • make your own squishy set40K/yr
  • squishy kit21K/yr
  • doctor squish squishy maker30K/yr
  • dr squish squishy maker30K/yr
  • squishy maker kit21K/yr
  • diy squishy kit11K/yr
  • doctor squish15K/yr
  • dr squish13K/yr

Reviews and returns

What reviews say buyers love and hate about Squishy Maker

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

Complain

Value For Money20%−0.19

Extremely disappointed, especially considering the price

a waste of money

Expensive for what it is

Durability11%−0.19

broke on the first day of using it

don't think they're going to last long

Exploded after first use

Adhesion/Stickiness7%+0.11

These are actually really good, it can get a bit messy and sticky

the eyes need sticking straight in

The toys are extremely sticky though

Quality-Overall5%

Terrible kit

not exactly cheap either

While the overall build quality isnt particularly impressive

Inflation/Deflation5%−0.10

the balloon kept deflating while trying to fill it

Does not work to inflate balloons

Cases shrink after inflating then which pushes the slime out

Love

Fun/Entertainment Experience34%+2.52

Good fun

Fun for all the family

Fun set

Gifting Purpose13%+1.16

Brilliant gift

Good gift idea

it an ideal gifting item

Value For Money10%−0.19

Great value for money

Great price

Worth the money

Instructions/User Manual/Troubleshooting7%+0.04

The instructions are straightforward

Followed the instructions

easy instructions to follow

Quality-Overall6%

Components appear to be good quality

Really good quality

Good quality Molds great fun to make

Return

0.8% Return rate 8% Fixable by listing

Defective Material/Parts17%▄▅▂█▄▅
Functionality-Overall16%█▂▂▂▂▄
Gifting Purpose13%▆▄▄▁▇█

just balls and blue heart glitter and heart paper and 5 clips no use My son hates it soo much for his birthday and it's worst present ever as he really wanted with machine too

Leak-Proof12%▄█▄▅▃▁
Advertised Vs Actual Product7%▁▁▁▁▇█

doesn't look quite like the photos

the pictures are misleading

didnt work as well as pictures suggest

FAQ

Common Squishy Maker questions

Answered from the same tracked data.