Paper Clay
FailShoppers spend an estimated $51K a year here, so Paper Clay is a Fail.
- Flapen Score
- 42 / 100Ranks 3,179 of 4,656 Arts, Crafts & Sewing niches · −4 vs the category median of 4642
- Market size
- $51K/yr118K searches / yr
- 90-day growth
- +45.4%search demand this quarter
- Competition
- 77%top-5 click share · 7 brands · 45 sellers
Flapen Score
Paper Clay against its category
The dotted line is the Arts, Crafts & Sewing average. Past it, Paper Clay is stronger. Inside it, weaker.
Market
The Paper Clay market on Amazon at a glance
Shoppers on Amazon United States searched for Paper Clay 118K times last year and spent an estimated $51K. The top 5 brands take 94% of clicks. Demand peaks in Sep–Oct–Nov. Flapen scores it 42 out of 100, a Fail.
01 · Demand
An estimated 2.5% of those searches ended in a purchase.
Shoppers searched for this 118K times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 2.5% of those searches ended in a purchase. Searches in the last 90 days moved +45.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated $51K a year.
- Searches, last 12 months
- 118K
- Growth, 90 days vs prior 90
- +45.4%
- Conversion, latest week
- 2.5%
- Market size, estimated
- $51Ka year
- Peak month
- October2.6× the quietest month
- Top search term
- paper clay46K searches a year
02 · Price
A sale here is worth $17.08.
Listings sell for $17.08 on average, from $7.59 to $31.61. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 1,000 to 1,250 of them. At $17.08 that is $17K to $21K a year per listing.
- Average price
- $17.08inside the $15 to $100 sweet spot
- Price range
- $7.59–$31.61
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 10K–13K
- Units per listing a year
- 1,000–1,250
- Revenue per listing a year
- $17K–$21K
- Returns
- 1.4%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
45% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #37 within Ceramics & Pottery. It carries 7,350 reviews at 4.40 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 45%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #37in Ceramics & Pottery
- Average rating
- 4.40 starsAmazon United States average 4.42 stars
- Average reviews
- 7,350per listing
- Listings tracked
- 11
04 · Newcomers
0 of last year's 1 launches cleared the first-year sales bar.
1 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 53 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 53 months
Products
Top Paper Clay products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 8, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Creative Paperclay for Modeling Compound 16-Ounce White 4 x 1 x 8 (Length x Width x Height)
- Price
- $14.08
- Rating
- 4.7/5
- Reviews
- 2,912
- Age
- 17y ago

Activa CelluClay Instant Paper Mch White 4lb (1.8kg) Sculpting & Texturing Material for Arts & Crafts
- Price
- $31.61
- Rating
- 4.4/5
- Reviews
- 151
- Age
- 3y ago

Creative Paper clay 8 Ounces White
- Price
- $10.32
- Rating
- 4.7/5
- Reviews
- 773
- Age
- 17y ago

Creative Paperclay for Modeling Compound 4-Ounce (113g) White
- Price
- $7.59
- Rating
- 4.6/5
- Reviews
- 332
- Age
- 14y ago

Activa CelluClay Instant Paper Mache 2lb Sculpting & Modeling Compound
- Price
- $21.65
- Rating
- 4.4/5
- Reviews
- 610
- Age
- 4y ago
Trending
estimated 90-day click momentum
Lounsweer 5 lb Instant Paper Mache Kit White Drying Paper Mix for Crafts
- Price
- $27.37
- Rating
- 2.9/5
- Reviews
- 13
- Age
- 6mo ago

Creative Paperclay for Modeling Compound 4-Ounce (113g) White
- Price
- $7.59
- Rating
- 4.6/5
- Reviews
- 332
- Age
- 14y ago

Activa CelluClay Instant Paper Mache 2lb Sculpting & Modeling Compound
- Price
- $21.65
- Rating
- 4.4/5
- Reviews
- 610
- Age
- 4y ago

Activa CelluClay Instant Paper Mch White 4lb (1.8kg) Sculpting & Texturing Material for Arts & Crafts
- Price
- $31.61
- Rating
- 4.4/5
- Reviews
- 151
- Age
- 3y ago

Jovi - PatMach Ready-to-Use Air-Hardening Paper Mache 1.5 lb
- Price
- $14.27
- Rating
- 4.5/5
- Reviews
- 518
- Age
- 17y ago
Newest
by launch date
Lounsweer 5 lb Instant Paper Mache Kit White Drying Paper Mix for Crafts
- Price
- $27.37
- Rating
- 2.9/5
- Reviews
- 13
- Age
- 6mo ago

Jovi PatMach Ready-to-Use Air-Hardening Paper Mache 2 x 1.5lb 3lb Total
- Price
- $23.85
- Rating
- 4.5/5
- Reviews
- 518
- Age
- 1y ago

Activa CelluClay Instant Paper Mch White 4lb (1.8kg) Sculpting & Texturing Material for Arts & Crafts
- Price
- $31.61
- Rating
- 4.4/5
- Reviews
- 151
- Age
- 3y ago

Activa CelluClay Instant Paper Mache 2lb Sculpting & Modeling Compound
- Price
- $21.65
- Rating
- 4.4/5
- Reviews
- 610
- Age
- 4y ago

Crayola Air Dry Clay (5lbs) Teacher Supplies Natural White Modeling Clay for Kids Sculpting Material Bulk Craft Supplies for Art Classrooms
- Price
- $11.25
- Rating
- 4.6/5
- Reviews
- 25,004
- Age
- 6y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 77% of clicks. A locked shelf that new listings rarely crack.
Brands
7 rising
Sellers
45
Est. top-5 brand share
94%
Top 20: 100%
Est. top-5 click share
77%
Top 20: 100%
Open market
3%
- Creative Paperclay60%
- Activa17%
- Jovi8%
- DAS6%
- Lounsweer4%
- CALPALMY3%
- Open — no brand owns it (1 brand, 3%)
Demand
Paper Clay search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Sep, Oct, Nov · busiest ÷ quietest = 2.6×
Search terms
Top Paper Clay search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- paper clay46K/yr
- creative paperclay17K/yr
- paper mache clay13K/yr
- celluclay11K/yr
- paper clay air dry8K/yr
- creative paper clay5K/yr
- paperclay6K/yr
- celluclay instant paper mache3K/yr
- paper mache mix3K/yr
- paper clay for sculpting3K/yr
Reviews and returns
What reviews say buyers love and hate about Paper Clay
We read the reviews and the return reasons for every product selling here.
“Its very dry”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
19 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Paper Clay questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









