---
title: "White Playdoh — $121K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/arts-crafts-sewing/white-playdoh"
last_updated: "2026-08-09T08:38:42.399Z"
locale: en
meta:
description: "Niche score 39/100 · $121K/yr market · 198K searches/yr · $15.67 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 39/100 · $121K/yr market · 198K searches/yr · $15.67 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "White Playdoh — $121K/yr Amazon US Niche (2026) - Flapen"
---
# **white playdoh**
**Skip it**
Brand-locked demand (top 5 brands take 96% of clicks) — this niche doesn't clear our bar today.
Market size 28Growth 19Conversion 49Competition 24Returns 89Price range 70Avg price 77Brand share 10Review moat 28Quality gap 52
**Returns**
**Great****1.3%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$15.67**
avg listing price — sweet spot $15–$100
**Price range**
**Good****$5.46–$36.74**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****3.9%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Okay****$121K**
$121K/yr · 198K searches
**Review moat**
**Okay****3,683.29**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****71%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-11.4%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****96%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, white playdoh is a $121K/yr Amazon United States market (198K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Jul–Aug. Verdict: Skip it — 39/100.
Data updated Jul 8, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **white playdoh market data**
- **Units sold / yr**
- **15K–20K**
- avg 1,000–1,250/product
- **Revenue / yr**
- **$235K–$313K**
- units × avg price
- **Conversion rate**
- **3.9%**
- **Avg BSR**
- **#140**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **79%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **57 months**
- **Avg seller age**
- **147 days**
## **Competition & brand share**
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**6 **▼falling
**Sellers**
**52**
**Top-5 brand share**
**96%**
Top 20: 100%
**Top-5 click share**
**71%**
Top 20: 100%
**Open market**
**0%**
- Crayola57% - Play-Doh15% - ifergoo13% - Artsity6% - OJYUDD5% - CALPALMY4% - Open — no brand owns it (0%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -11.4% search growth over the last 90 days.
40K30KPrime Day '24Spike '24Black Friday '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul, Aug · busiest ÷ quietest = 14.6×
[**Open Trend **](https://flapen.com/research/us/arts-crafts-sewing/white-playdoh/trend)
## **Top white playdoh search terms**
- **model magic white**40K/yr+8.3%6.4% conv. - **white playdoh**49K/yr-21.2%1.5% conv. - **crayola model magic white**18K/yr+14.1%5.6% conv. - **white model magic**15K/yr+3.2%7.9% conv. - **model magic clay white**10K/yr+9.7%4.5% conv. - **white playdough**18K/yr-54.3%1.0% conv. - **white play doh**13K/yr-20.2%0.7% conv. - **playdoh air dry clay**7K/yr+1.0%4.0% conv. - **play doh air dry clay**7K/yr-11.8%5.1% conv. - **white playdoh bulk**6K/yr+1.9%1.0% conv. [**All search terms **](https://flapen.com/research/us/arts-crafts-sewing/white-playdoh/search-terms)
## **Top white playdoh 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%10%$12K20%$24K30%$36K40%$49K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 14 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Crayola Model Magic - White (75ct) 1oz Modeling Air Dry Clay Alternative Teacher Classroom Must Haves Bulk School Supplies for Kids 3+**Crayola**$36.74**4.8★4,175 rev](https://www.amazon.com/dp/B00027C7KC) [2**Crayola Air Dry Clay (5lbs) Teacher Supplies Natural White Modeling Clay for Kids Sculpting Material Bulk Craft Supplies for Art Classrooms**Crayola**$11.16**4.6★24,537 rev](https://www.amazon.com/dp/B089T7PX27) [3**Crayola Model Magic 2lb-White**Crayola**$29.50**4.5★25 rev](https://www.amazon.com/dp/B004LC1M0A) [4**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**$6.97**4.5★5,593 rev](https://www.amazon.com/dp/B0C6MM41SC) [5**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**$9.08**4.5★5,756 rev](https://www.amazon.com/dp/B0DCFPSSTB)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Play-Doh Air Dry Clay Case Scented Variety Pack 13 Air-Dry Clays Fun Molds Wiggly Eyes and Sculpting Tool Arts and Crafts Supplies Modeling Clay Fun Kids Activities Pottery**Play-Doh**$18.52**57 rev10mo ago](https://www.amazon.com/dp/B0FN9C251Z) [**Play-Doh Brand Multicolor Air Dry Clay Bucket 40 oz 5 Colors Paintable Clay Lightweight & Crumble-Free Sculpting Clay Arts and Crafts Supplies Kids Craft Material**Play-Doh**$21.82**78 rev1y ago](https://www.amazon.com/dp/B0F2JLC66F) [**Play-Doh Brand Air-Dry Clay 5 oz. Air and Modeling Clay Bag Arts and Crafts Supplies for Adults and Kids Tools & Kit**Play-Doh**$5.46**51 rev1y ago](https://www.amazon.com/dp/B0DWNNQWK2) [**Play-Doh Air Dry Clay Bucket 2.5 lb. of Paintable White Modeling Clay Arts & Crafts Gift Craft Supplies Sculpting and Molding Clay for Kids**Play-Doh**$20.55**78 rev1y ago](https://www.amazon.com/dp/B0DNNKJ62R) [**Play-Doh Air Dry Clay Variety Pack Scented Air Dry Clay for Kids Modeling Clay for Kids Arts & Crafts Gift Craft Supplies Molding & Sculpting Clay**Play-Doh**$13.33**81 rev1y ago](https://www.amazon.com/dp/B0DNNH9PY8)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$12.22**4.5★**▲ 74%**](https://www.amazon.com/dp/B0D73PJYD7) [**Play-Doh Brand Air-Dry Clay 5 oz. Air and Modeling Clay Bag Arts and Crafts Supplies for Adults and Kids Tools & Kit**Play-Doh**$5.46**4.2★**▲ 52%**](https://www.amazon.com/dp/B0DWNNQWK2) [**White Air Dry Clay for Kids - 36 Individually Bagged Airdry Clays for Arts & Crafts - Soft Squishy Cosplay Foam Slim Clay for Home & School - Moldable No-Mess Air Dry Modeling Clay - 12 Ounces**Artsity**$15.15**4.2★**▲ 50%**](https://www.amazon.com/dp/B0D2RSPD4L) [**Crayola Model Magic 2lb-White**Crayola**$29.50**4.5★**▲ 40%**](https://www.amazon.com/dp/B004LC1M0A) [**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**$6.88**4.5★**▲ 21%**](https://www.amazon.com/dp/B0BDM5WLQX)
**~~View all trending →~~**
## **What buyers say about white playdoh**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**18%
*“Fun for kids and adults”*
**Ease Of Use**13%
*“Ease of use”*
**Value For Money**11%
*“Worth it”*
**Quality-Overall**10%
*“Excellent product, complies with the advertising”*
**Creativity**4%
*“Great for family fun and creativity”*
**Gifting Purpose**4%
*“Very good value for a gift”*
**Color**3%
*“there are so many colors for such a good price”*
**Material Quality**3%
*“Overall, this is a fun, versatile, and reliable sculpting material thats perfect for creative projects”*
**Advertised Vs Actual Product**3%
*“As advertised”*
**Ease Of Cleaning**3%
*“quick clean up”*
### **What buyers complain about **
**Moist/Dry**12%
*“Trash its to dry”*
**Durability**10%
*“breakable”*
**Color**7%
*“Not White”*
**Hard Feel**6%
*“it doesn't soften up”*
**Adhesion/Stickiness**6%
*“It is somewhat rather sticky”*
**Ease Of Use**4%
*“Not easy to use”*
**Quality-Overall**4%
*“Awful quality”*
**Material Quality**3%
*“Its very much plasticy and foamy”*
**Smell**3%
*“It smells bad”*
**Product Condition**3%
*“used when it arrived”*
### **Top return reasons **
**Material Quality**17%
**Moist/Dry**15%
**Value For Money**13%
**Size-Overall**9%
**Color**7%
**Advertised Vs Actual Product**6%
**Hard Feel**5%
**Functionality-Overall**4%
**Adhesion/Stickiness**3%
**Texture/Consistency-Overall**3%
## **Common questions**
- **Is white playdoh profitable to sell on Amazon United States?**
- The niche generates $121K/yr across 14 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -11.4%. Flapen's verdict: Skip it (39/100).
- **How competitive is the white playdoh niche?**
- 6 brands and 52 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 96% of demand.
- **What do buyers complain about in white playdoh?**
- Top complaints mined from reviews: Moist/Dry, Durability, Color. The return rate is 1.3%.
- **When does demand for white playdoh peak?**
- Demand peaks in Jul–Aug; the busiest month runs 14.6× the quietest.
- **What does it cost to enter the white playdoh niche?**
- Listings span $5.46–$36.74; the average listing price is $15.67 (sweet spot $15–$100). The average incumbent carries 3,683 reviews — the moat a new listing must climb.
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