---
title: "Foam Clay — $422K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/arts-crafts-sewing/foam-clay"
last_updated: "2026-08-10T09:29:37.504Z"
locale: en
meta:
description: "Niche score 44/100 · $422K/yr market · 433K searches/yr · $15.35 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · $422K/yr market · 433K searches/yr · $15.35 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Foam Clay — $422K/yr Amazon US Niche (2026) - Flapen"
---
# **foam clay**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 56Growth 36Conversion 70Competition 9Returns 90Price range 68Avg price 76Brand share 0Review moat 31Quality gap 40
**Returns**
**Great****1.2%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$15.35**
avg listing price — sweet spot $15–$100
**Conversion**
**Good****6.3%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Good****$6.97–$31.89**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Good****$422K**
$422K/yr · 433K searches
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+8.7%**
90-day search growth — must beat 0% to launch
**Review moat**
**Okay****3,417.38**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****89%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, foam clay is a $422K/yr Amazon United States market (433K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 44/100.
Data updated Jul 8, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **foam clay market data**
- **Units sold / yr**
- **30K–40K**
- avg 2,500–3,000/product
- **Revenue / yr**
- **$461K–$614K**
- units × avg price
- **Conversion rate**
- **6.3%**
- **Avg BSR**
- **#33**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **88%**
- **Out of stock**
- **1.3%**
- **Avg brand age**
- **52 months**
- **Avg seller age**
- **166 days**
## **Competition & brand share**
The top 5 products capture 89% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**5 **▼falling
**Sellers**
**8**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**89%**
Top 20: 100%
**Open market**
**0%**
- CALPALMY47% - BOHS34% - ifergoo12% - RAINFLOW4% - OJYUDD3%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +8.7% search growth over the last 90 days.
18K13KSpike '24Spike '25Prime Day '25 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov · busiest ÷ quietest = 2.1×
[**Open Trend **](https://flapen.com/research/us/arts-crafts-sewing/foam-clay/trend)
## **Top foam clay search terms**
- **foam clay**232K/yr+9.4%5.2% conv. - **air dry foam clay**42K/yr+5.2%4.0% conv. - **foam clay air dry**38K/yr-5.2%4.2% conv. - **bohs foam clay**14K/yr-6.4%5.1% conv. - **fomi moldeable**12K/yr+13.6%0.4% conv. - **air dry foam**8K/yr+63.9%1.4% conv. - **foamy moldeable**10K/yr+6.2%0.5% conv. - **foam air dry clay**9K/yr+25.4%5.0% conv. - **clay foam**10K/yr+18.4%4.3% conv. - **white foam clay**6K/yr+52.8%7.0% conv. [**All search terms **](https://flapen.com/research/us/arts-crafts-sewing/foam-clay/search-terms)
## **Top foam clay 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.
0%15%$63K30%$127K45%$190K60%$253K1001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 8 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Moldable Cosplay Foam Clay (White) High Density and Hiqh Quality for Intricate Designs | Air Dries to Perfection for Cutting with a Knife or Rotary Tool Sanding or Shaping**CALPALMY**$13.07**4.5★6,121 rev](https://www.amazon.com/dp/B082NVM6NR) [2**BOHS Foam Clay Pro - 3 lbs Bucket Air Dry No Cracks No Stains - Modeling Clay for Adult Arts & Crafts Projects Cosplay Items Figurines - Age 3 Years & up**BOHS**$29.40**4.7★1,089 rev](https://www.amazon.com/dp/B0B23JQKTN) [3**ifergoo Air Dry Clay 36 Colors Magic Foam DIY Molding Clay for Slime add ins & Slime Supplies Easy to use Great Gift for Kids (Packaging May Vary)**ifergoo**$10.26**4.5★4,429 rev](https://www.amazon.com/dp/B07Q9PXSYL) [4**BOHS White Modeling Foam Clay Lite - 500 Grams Squishy Soft Air Dry -for Flower Mirror Cosplay Fake Bake Slime Supplies- 1.1 Lbs**BOHS**$10.67**4.7★3,313 rev](https://www.amazon.com/dp/B07JPXY2XY) [5**RAINFLOW White Foam Clay - Moldable Cosplay Foam Clay Soft Squishy Molding Perfect for Arts and Crafts Projects Creative Art Supplies with Sculpting Tools**RAINFLOW**$6.97**4.0★168 rev](https://www.amazon.com/dp/B0DG8J6HYP)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**24 Pack White Air Dry Foam Clay 8.5oz DIY White Model Clay Soft Bulk Modeling Foam Clay for Gift Rewards Arts & Crafts**OJYUDD**$6.99**5,756 rev1y ago](https://www.amazon.com/dp/B0FB3JLHJY) [**RAINFLOW White Foam Clay - Moldable Cosplay Foam Clay Soft Squishy Molding Perfect for Arts and Crafts Projects Creative Art Supplies with Sculpting Tools**RAINFLOW**$6.97**168 rev1y ago](https://www.amazon.com/dp/B0DG8J6HYP) [**BOHS 12-Colors Foam Modeling Clay- for Cosplay School Projects Baby Hand Print Slime - Squishy Air Dry Soft - Gifts for Adult and Kids - 12 pcs 2.65 lbs Ages 3 & Up**BOHS**$31.89**342 rev3y ago](https://www.amazon.com/dp/B0C865XBVH) [**BOHS Foam Clay Pro - 3 lbs Bucket Air Dry No Cracks No Stains - Modeling Clay for Adult Arts & Crafts Projects Cosplay Items Figurines - Age 3 Years & up**BOHS**$29.40**1,089 rev4y ago](https://www.amazon.com/dp/B0B23JQKTN) [**Moldable Cosplay Foam Clay (White) High Density and Hiqh Quality for Intricate Designs | Air Dries to Perfection for Cutting with a Knife or Rotary Tool Sanding or Shaping**CALPALMY**$13.07**6,121 rev6y ago](https://www.amazon.com/dp/B082NVM6NR)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**24 Pack White Air Dry Foam Clay 8.5oz DIY White Model Clay Soft Bulk Modeling Foam Clay for Gift Rewards Arts & Crafts**OJYUDD**$6.99**4.5★**▲ 175%**](https://www.amazon.com/dp/B0FB3JLHJY) [**Moldable Cosplay Foam Clay (Black) High Density and Hiqh Quality for Intricate Designs | Air Dries to Perfection for Cutting with a Knife or Rotary Tool Sanding or Shaping**CALPALMY**$13.53**4.5★**▲ 62%**](https://www.amazon.com/dp/B082NNL9RQ) [**BOHS Foam Clay Pro - 3 lbs Bucket Air Dry No Cracks No Stains - Modeling Clay for Adult Arts & Crafts Projects Cosplay Items Figurines - Age 3 Years & up**BOHS**$29.40**4.7★**▲ 23%**](https://www.amazon.com/dp/B0B23JQKTN) [**ifergoo Air Dry Clay 36 Colors Magic Foam DIY Molding Clay for Slime add ins & Slime Supplies Easy to use Great Gift for Kids (Packaging May Vary)**ifergoo**$10.26**4.5★**— 9%**](https://www.amazon.com/dp/B07Q9PXSYL) [**Moldable Cosplay Foam Clay (White) High Density and Hiqh Quality for Intricate Designs | Air Dries to Perfection for Cutting with a Knife or Rotary Tool Sanding or Shaping**CALPALMY**$13.07**4.5★**— 4%**](https://www.amazon.com/dp/B082NVM6NR)
**~~View all trending →~~**
## **What buyers say about foam clay**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**12%
*“entertained”*
**Ease Of Use**11%
*“Easy to use”*
**Color**10%
*“Colors were bright”*
**Quality-Overall**10%
*“Decent item”*
**Material Quality**7%
*“The texture is also really soft”*
**Value For Money**6%
*“Great value”*
**Soft Feel**4%
*“Its very smooth”*
**Quick Drying**3%
*“To dry faster”*
**Design-Overall**3%
*“Perfect for any kind of crafting needs”*
**Weight Light**3%
*“Super lightweight and easy to use”*
### **What buyers complain about **
**Moist/Dry**15%
*“Dry so fast”*
**Adhesion/Stickiness**8%
*“doesn't easily stick to itself”*
**Ease Of Use**6%
*“I cant even use it”*
**Hard Feel**6%
*“The clay is not soft”*
**Color**6%
*“so there isnt enough of one color to make anything a decent size”*
**Thickness**6%
*“To thin”*
**Advertised Vs Actual Product**3%
*“False advertising”*
**Value For Money**3%
*“Waste of money”*
**Defective Material/Parts**3%
*“The entire object caved it”*
**Strength**3%
*“it wasn't as sturdy as this”*
### **Top return reasons **
**Material Quality**17%
**Moist/Dry**12%
**Size-Overall**11%
**Value For Money**11%
**Advertised Vs Actual Product**10%
**Functionality-Overall**7%
**Adhesion/Stickiness**6%
**Hard Feel**4%
**Color**3%
**Leak-Proof**3%
## **Common questions**
- **Is foam clay profitable to sell on Amazon United States?**
- The niche generates $422K/yr across 8 tracked products. 90-day search growth is +8.7%. Flapen's verdict: Skip it (44/100).
- **How competitive is the foam clay niche?**
- 5 brands and 8 sellers compete. The top 5 products take 89% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in foam clay?**
- Top complaints mined from reviews: Moist/Dry, Adhesion/Stickiness, Ease Of Use. The return rate is 1.2%.
- **When does demand for foam clay peak?**
- Demand peaks in Oct–Nov; the busiest month runs 2.1× the quietest.
- **What does it cost to enter the foam clay niche?**
- Listings span $6.97–$31.89; the average listing price is $15.35 (sweet spot $15–$100). The average incumbent carries 3,417 reviews — the moat a new listing must climb.
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