Is white clay profitable to sell on Amazon United States?

The niche generates $1.1M/yr across 15 tracked products. 90-day search growth is +7.8%. Flapen's verdict: Worth a look (50/100).

How competitive is the white clay niche?

8 brands and 65 sellers compete. The top 5 products take 78% of clicks and top 5 brands hold 95% of demand.

What do buyers complain about in white clay?

Top complaints mined from reviews: Moist/Dry, Durability, Color. The return rate is 1.2%.

When does demand for white clay peak?

Demand peaks in Mar–Apr–May; the busiest month runs 2.7× the quietest.

What does it cost to enter the white clay niche?

Listings span $6.88–$38.01; the average listing price is $15.72 (sweet spot $15–$100). The average incumbent carries 9,427 reviews — the moat a new listing must climb.

white clay

Worth a look

Shows low returns (1.2%), but brand-locked demand (top 5 brands take 95% of clicks) keeps it on the watch list.

Returns

Great1.2%

return rate — above 5% kills the launch gate

Conversion

Great10.0%

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

Market size

Great$1.1M

$1.1M/yr · 731K searches

Avg price

Great$15.72

avg listing price — sweet spot $15–$100

Price range

Good$6.88–$38.01

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

Growth

Okay+7.8%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad9,426.67

avg incumbent reviews — the moat a new listing must climb

Competition

Bad78%

top-5 click share — a locked-up shelf

Brand share

Bad95%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, white clay is a $1.1M/yr Amazon United States market (731K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Mar–Apr–May. Verdict: Worth a look — 50/100.

Data updated Jul 8, 2026 · scored weekly · How we score niches

white clay market data

Units sold / yr: 80K–100K; avg 6,000–8,000/product
Revenue / yr: $1.3M–$1.6M; units × avg price
Conversion rate: 10.0%
Avg BSR: #31
Page quality: 0%
Prime: 100%
Sponsored: 73%
Out of stock: 0.0%
Avg brand age: 53 months
Avg seller age: 165 days

Competition & brand share

The top 5 products capture 78% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 flat

Sellers

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

78%

Top 20: 100%

Open market

Crayola74%
ifergoo10%
OJYUDD6%
CALPALMY3%
ESSENSON2%
DAS2%
Open — no brand owns it (2 brands, 3%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +7.8% search growth over the last 90 days.

Peak months: Mar, Apr, May · busiest ÷ quietest = 2.7×

Open Trend

Top white clay search terms

model magic292K/yr +8.3%5.8% conv.
model magic clay91K/yr +1.5%3.8% conv.
crayola model magic76K/yr +4.8%4.0% conv.
white clay58K/yr +17.3%5.0% conv.
white air dry clay48K/yr +13.2%9.9% conv.
air dry clay white49K/yr +19.0%6.5% conv.
model magic bulk17K/yr +2.6%6.8% conv.
magic model clay13K/yr +10.1%2.9% conv.
white modeling clay14K/yr -4.6%6.6% conv.
clay white10K/yr +24.9%3.6% conv.

All search terms

Top white 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Crayola Model Magic - White (75ct) 1oz Modeling Air Dry Clay Alternative Teacher Classroom Must Haves Bulk School Supplies for Kids 3+

Crayola$36.744.8★4,175 rev

Crayola Model Magic (30 Pack) Air Dry Modeling Material Teacher Classroom Must Haves School Supplies for Kids Soft Clay Alternative 15 Colors 1 oz Packs

Crayola$27.454.8★4,175 rev

Crayola Air Dry Clay (5lbs) Teacher Supplies Natural White Modeling Clay for Kids Sculpting Material Bulk Craft Supplies for Art Classrooms

Crayola$11.164.6★24,537 rev

ifergoo Foam Modeling Clay White Air Dry Clay Super Light Magic Clay for School Art & Craft Project Soft No-Sticky & Non-Toxic Best Gift for Age 3-12 Kids

ifergoo$6.974.5★5,593 rev

Crayola Model Magic (75ct) Kids Modeling Clay Alternative 1oz Packs Teacher Appreciation School Supplies & Classroom Essentials Air Dry Clay Ages 3+

Crayola$38.014.8★4,175 rev

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$6.995,756 rev

1y ago

36 Pack White Air Dry Foam Clay 12.6oz Modeling Foam Clay White Soft Modeling Clay for Arts & Crafts Birthday Gift Family & Classroom Rewards

OJYUDD$9.085,756 rev

1y ago

CALPALMY Air Dry Foam Clay (36 Pack) 360g White Moldable Soft Clay for Kids Gifts Partty and School Project Supplies Perfect for Crafting Cosplay and Artistic Projects

CALPALMY$12.226,121 rev

2y ago

CALPALMY Air Dry Clay (8.5oz) Bulk 24-Pack White Moldable Foam Clay Airdry Soft Clay for Kids Gifts Partty and School Project Supplies Perfect for Crafts Cosplay Sculpting and Artistic Projects

CALPALMY$9.946,121 rev

2y ago

ifergoo White Air Dry Clay Foam Magic Modeling Clay for School Art & Craft Project Refill White Clay for Kids Slime Supplies Super Light & Soft Non-Sticky Non-Toxic Age 3-12 Boys and Girls Gift

ifergoo$6.884,429 rev

3y ago

What buyers say about white clay

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

What buyers love

Ease Of Use15%

“Ease of use”

Fun/Entertainment Experience14%

“most importantly it keeps the kids entertained”

Quality-Overall11%

“Good Quality”

Value For Money9%

“Cost effective”

Material Quality5%

“Very good molding material”

Color4%

“Great colors”

Creativity3%

“Hours of creative fun”

Advertised Vs Actual Product3%

“As advertised”

Gifting Purpose2%

“Was a gift”

Durability2%

“Lasts a long time”

What buyers complain about

Moist/Dry16%

“Dry and crumbly”

Durability10%

“breakable”

Color9%

“Not White”

Quality-Overall6%

“Awful quality”

Hard Feel5%

“it doesn't soften up”

Ease Of Use4%

“Not easy to use”

Adhesion/Stickiness3%

“Kids didn't like it to sticky”

Product Condition3%

“used when it arrived”

Texture/Consistency-Overall3%

“Odd texture”

Material Quality2%

“cant find material composition details”

Top return reasons

Material Quality18%

Value For Money14%

Moist/Dry13%

Size-Overall9%

Color8%

Advertised Vs Actual Product6%