Is squishy gel profitable to sell on Amazon United States?

The niche generates $43K/yr across 29 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is +10.1%. Flapen's verdict: Worth a look (50/100).

How competitive is the squishy gel niche?

16 brands and 21 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 79% of demand.

What do buyers complain about in squishy gel?

Top complaints mined from reviews: Adhesion/Stickiness, Instructions/User Manual/Troubleshooting, Assembly/Installation. The return rate is 1.3%.

What does it cost to enter the squishy gel niche?

Listings span $9.61–$59.84; the average listing price is $23.22 (sweet spot $15–$100). The average incumbent carries 589 reviews — the moat a new listing must climb.

squishy gel

Worth a look

Shows a sweet-spot price point ($23.22 avg), but a small market ($43K/yr) keeps it on the watch list.

Avg price

Incredible$23.22

avg listing price — sweet spot $15–$100

Returns

Great1.3%

return rate — above 5% kills the launch gate

Price range

Great$9.61–$59.84

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

Review moat

Good589

avg incumbent reviews — the moat a new listing must climb

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Competition

Good52%

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

Brand share

Okay79%

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

Growth

Okay+10.1%

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

Conversion

Okay2.2%

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

Market size

Bad$43K

$43K/yr · 84K searches

According to Flapen's Amazon United States niche tracking, squishy gel is a $43K/yr Amazon United States market (84K searches/yr). The top 5 brands hold 79% of demand. Verdict: Worth a look — 50/100.

Data updated Jul 10, 2026 · scored weekly · How we score niches

squishy gel market data

Units sold / yr: 3K–3K; avg 0–100/product
Revenue / yr: $58K–$70K; units × avg price
Conversion rate: 2.2%
Avg BSR: #717
Page quality: 0%
Prime: 100%
Sponsored: 90%
Out of stock: 11.3%
Avg brand age: 20 months
Avg seller age: 162 days

Competition & brand share

The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.

Brands

16 falling

Sellers

Top-5 brand share

79%

Top 20: 100%

Top-5 click share

52%

Top 20: 92%

Open market

16%

LET'S RESIN49%
DecorRom11%
Bounlgsr7%
CHANGTIKEJI7%
ColoPlay5%
HECKLES5%
Open — no brand owns it (10 brands, 16%)

Demand

Weekly Amazon search volume, last 27 weeks — +10.1% search growth over the last 90 days.

Open Trend

Top squishy gel search terms

squishy gel14K/yr +48.3%0.8% conv.
flex rubber for squishy making13K/yr +25.6%3.2% conv.
flex rubber9K/yr +11.1%3.1% conv.
squishy silicone6K/yr +74.4%1.1% conv.
lets resin taba squishy kit5K/yr +53.1%7.1% conv.
taba squishy glue5K/yr +6.4%1.9% conv.
taba squishy silicone6K/yr -20.9%2.8% conv.
taba squishy liquid5K/yr -26.5%2.8% conv.
squishy resin4K/yr -20.7%3.9% conv.
lets resin squishy kit5K/yr -36.8%6.3% conv.

All search terms

Top squishy gel 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★)

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

Top sellers

by 90-day click share

LETS RESIN Flex Rubber for Making Taba Squishy-Super Soft 60oz Silicone Mix for Squishy Maker DIY Custom Cat Paws & Stress Relief Gifts

LET'S RESIN$36.014.5★954 rev

LETS RESIN Flex Rubber for Taba Squishy Kit All-in-one Beginner Kit for Squishy Maker with 16oz Silicone Gel Hamster/Capybara/Rabbit/Chick Silicone Molds Color Paste Flocking Powder Ideal Gifts

LET'S RESIN$30.084.5★954 rev

LETS RESIN Liquid Silicone for Squishy Maker 140oz Super Soft Flex Rubber for Taba Squishy Molding Cats Paw DIY Decompression Gift

LET'S RESIN$59.844.5★954 rev

Gel for Taba Squishy Kit 7oz Liquid Silicone Super Soft Fast Cure for Squishy Maker All-in-1 Squishy Making Rubber for Cat Paw Casting Hamster Molding Stress Relief Decompression Craft Adult Hobby

DecorRom$13.384.3★163 rev

Bounlgsr 36oz Silicone Squishes Gel for Taba Squishes Liquid Silicone Gel Fast Cure 1:1 Ab Ratio Mix Flex Rubber for Squishes Making Beginner Squishes Makers DIY Stress Relief Gift

Bounlgsr$25.064.2★205 rev

Newest

by launch date

KHKD RESIN Taba Squishy Kit All-in-one Beginner Kit for Squishy Maker

KHKD RESIN$26.5346 rev

4mo ago

Taba Squishy Making Kit DIY Taba Squishy Kit 18oz FuFu Squishy 7 Molds Silicone Liquid Silicone 1:1 AB Ratio Epoxy Resin Mix for Squishy Stress Relief Taba Squishies Gifts for Any Occasion

BESNEL$25.2817 rev

6mo ago

JHKL RESIN Liquid Silicone Squishy Making Kit 1:1 AB Ratio Mixed 16OZ

JHKL RESIN$14.6818 rev

10mo ago

LETS RESIN Bear and Axolotl Molds for Taba Squishy Cute Crochet-Texture Animal Silicone Molds Thick and Flexible Mould for Creating Unique Squishies Ideal Gifts for Your Family

LET'S RESIN$15.81165 rev

10mo ago

LETS RESIN Flex Rubber for Taba Squishy Kit All-in-one Beginner Kit for Squishy Maker with 16oz Silicone Gel Hamster/Capybara/Rabbit/Chick Silicone Molds Color Paste Flocking Powder Ideal Gifts

LET'S RESIN$30.08954 rev

11mo ago

What buyers say about squishy gel

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

What buyers love

Fun/Entertainment Experience20%

“Cute fun project”

Ease Of Use19%

“Ease of use”

Quality-Overall11%

“Good quality”

Advertised Vs Actual Product5%

“As described”

Value For Money5%

“Great value”

Material Quality4%

“All materials are neatly organized for easy access”

Instructions/User Manual/Troubleshooting4%

“Instructions were clear”

Gifting Purpose3%

“A fun gift”

Efficiency3%

“Worked flawlessly”

Soft Feel2%

“the squishies turned out soft”

What buyers complain about

Adhesion/Stickiness12%

“have a sticky surface”

Instructions/User Manual/Troubleshooting11%

“The instructions are extremely unclear as well”

Assembly/Installation6%

“This never would set up properly for me”

Leak-Proof6%

“leak out. ask me how I know lol”

Quality-Overall5%

“it doesn't feel as good as the one I bought in the store”

Value For Money5%

“those things are not cheap to buy”

Advertised Vs Actual Product5%

“Not as advertised - did not work”

Ease Of Cleaning3%

“I could not get it clean”

Functionality-Overall3%

“didn't turn out”

Hard Feel2%

“while others didn't have the soft”

Top return reasons

Functionality-Overall16%

Material Quality12%

Advertised Vs Actual Product12%

Leak-Proof10%

Size-Overall10%

Value For Money8%

Defective Material/Parts7%

Adhesion/Stickiness5%

Quality-Overall3%

Product Condition2%

Common questions

Is squishy gel profitable to sell on Amazon United States?: The niche generates $43K/yr across 29 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is +10.1%. Flapen's verdict: Worth a look (50/100).
How competitive is the squishy gel niche?: 16 brands and 21 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 79% of demand.
What do buyers complain about in squishy gel?: Top complaints mined from reviews: Adhesion/Stickiness, Instructions/User Manual/Troubleshooting, Assembly/Installation. The return rate is 1.3%.
What does it cost to enter the squishy gel niche?: Listings span $9.61–$59.84; the average listing price is $23.22 (sweet spot $15–$100). The average incumbent carries 589 reviews — the moat a new listing must climb.