squishmallow makeup
Skip itSoft demand (-26.2% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible1.0%return rate — above 5% kills the launch gate
Avg price
Great$20.78avg listing price — sweet spot $15–$100
Competition
Great27%top-5 click share — an open shelf
Review moat
Great498.64avg incumbent reviews — the moat a new listing must climb
Price range
Good$3.36–$35.90cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Conversion
Bad1.7%search→purchase rate — share of searches ending in a sale
Brand share
Bad93%top-5 brand share — brand-locked demand
Market size
Bad$60K$60K/yr · 174K searches
Growth
Bad-26.2%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, squishmallow makeup is a $60K/yr Amazon United States market (174K searches/yr). The top 5 brands hold 93% of demand. Verdict: Skip it — 44/100.
Data updated Jul 11, 2026 · scored weekly · How we score niches
squishmallow makeup market data
- Units sold / yr
- 5K–6K
- avg 0–100/product
- Revenue / yr
- $104K–$125K
- units × avg price
- Conversion rate
- 1.7%
- Avg BSR
- #1,379
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 89%
- Out of stock
- 7.2%
- Avg brand age
- 38 months
- Avg seller age
- 130 days
Competition & brand share
Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.Brands
15 flat
Sellers
45
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
27%
Top 20: 63%
Open market
5%
- Squishmallows54%
- Komar Kids17%
- Horizon Group USA13%
- Get Trend6%
- LUV HER3%
- Topgal1%
- Open — no brand owns it (9 brands, 5%)
Demand
Weekly Amazon search volume, last 19 weeks — -26.2% search growth over the last 90 days.Top squishmallow makeup search terms
- squishmallow pajamas25K/yr
- squishmallow clothes16K/yr
- squishmallow makeup22K/yr
- squishmallow pajamas for girls16K/yr
- squishmallow school supplies10K/yr
- squishmallow bracelet kit12K/yr
- squishmallow craft9K/yr
- squishmallow candy7K/yr
- squishmallow stationery7K/yr
- squishmallow jewelry7K/yr
Top squishmallow makeup 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink
Squishmallows$20.514.8★129 rev
Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink
Squishmallows$19.874.8★129 rev
Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe
Komar Kids$32.624.7★27 rev
Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink
Komar Kids$23.694.6★29 rev
Original Squishmallows Bracelet Design Set Cute & Friendship Bracelet Kit Jewelry Making Kit Charm Bracelet Making Kit Beading & Jewelry Making Friendship Bracelet Making Kit
Horizon Group USA$14.524.8★455 rev
Newest
by launch dateSquishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink
Squishmallows$20.51129 rev
Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink
Squishmallows$19.87129 rev
Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe
Komar Kids$32.6227 rev
Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink
Komar Kids$23.6929 rev
Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink
Squishmallows$21.44129 rev
Trending
90-day click momentumSquishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe
Komar Kids$32.234.7★
Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe
Komar Kids$32.624.7★
Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink
Squishmallows$20.514.8★
Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink
Komar Kids$23.594.6★
Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink
Komar Kids$23.694.6★
What buyers say about squishmallow makeup
What buyers praise and complain about, mined from review topics.What buyers love
“Great gift”
“the variety is impressive”
“Size Fit was Accurate”
“it keeps kids entertained”
“Its very soft”
“Good value”
“comfortable”
“Exactly as pictured”
“the chapstick itself smells great”
“Cute designs”
What buyers complain about
“Really small”
“Poor quality”
“Breaks easily”
“This is not worth the price”
“they dont stick very well”
“hard for kids to handle it”
“it is rather thick”
“The squishy is kind of hard”
“Beware of the opaque colors in particular”
“I'm sure it will pill after washing”
Top return reasons
Common questions
- Is squishmallow makeup profitable to sell on Amazon United States?
- The niche generates $60K/yr across 72 tracked products. 3 of 19 products launched in the last 360 days are still selling. 90-day search growth is -26.2%. Flapen's verdict: Skip it (44/100).
- How competitive is the squishmallow makeup niche?
- 15 brands and 45 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in squishmallow makeup?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 1.0%.
- What does it cost to enter the squishmallow makeup niche?
- Listings span $3.36–$35.90; the average listing price is $20.78 (sweet spot $15–$100). The average incumbent carries 499 reviews — the moat a new listing must climb.