---
title: "Squishmallow Makeup — $60K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/clothing-shoes-jewelry/squishmallow-makeup"
last_updated: "2026-08-10T06:43:32.275Z"
locale: en
meta:
description: "Niche score 44/100 · $60K/yr market · 174K searches/yr · $20.78 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · $60K/yr market · 174K searches/yr · $20.78 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Squishmallow Makeup — $60K/yr Amazon US Niche (2026) - Flapen"
---
# **squishmallow makeup**
**Skip it**
Soft demand (-26.2% this quarter) — this niche doesn't clear our bar today.
Market size 15Growth 12Conversion 21Competition 88Returns 95Price range 64Avg price 89Brand share 17Review moat 75Quality gap 22
**Returns**
**Incredible****1.0%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$20.78**
avg listing price — sweet spot $15–$100
**Competition**
**Great****27%**
top-5 click share — an open shelf
**Review moat**
**Great****498.64**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Good****$3.36–$35.90**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****1.7%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Bad****93%**
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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KMar '26Mar '26Apr '26May '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/us/clothing-shoes-jewelry/squishmallow-makeup/trend)
## **Top squishmallow makeup search terms**
- **squishmallow pajamas**25K/yr-20.8%0.8% conv. - **squishmallow clothes**16K/yr-26.9%0.7% conv. - **squishmallow makeup**22K/yr-43.0%0.9% conv. - **squishmallow pajamas for girls**16K/yr-29.3%1.1% conv. - **squishmallow school supplies**10K/yr+79.7%0.3% conv. - **squishmallow bracelet kit**12K/yr-32.3%9.5% conv. - **squishmallow craft**9K/yr-14.4%4.8% conv. - **squishmallow candy**7K/yr-39.8%0.1% conv. - **squishmallow stationery**7K/yr-12.7%2.6% conv. - **squishmallow jewelry**7K/yr-40.4%2.2% conv. [**All search terms **](https://flapen.com/research/us/clothing-shoes-jewelry/squishmallow-makeup/search-terms)
## **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.
0%3%$2K6%$4K9%$5K12%$7K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink**Squishmallows**$20.51**4.8★129 rev](https://www.amazon.com/dp/B0GM2SF89L) [2**Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink**Squishmallows**$19.87**4.8★129 rev](https://www.amazon.com/dp/B0GM24P5YG) [3**Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe**Komar Kids**$32.62**4.7★27 rev](https://www.amazon.com/dp/B0GM3G78GW) [4**Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink**Komar Kids**$23.69**4.6★29 rev](https://www.amazon.com/dp/B0GM3RGDCY) [5**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**$14.52**4.8★455 rev](https://www.amazon.com/dp/B0DSJX8N63)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink**Squishmallows**$20.51**129 rev5mo ago](https://www.amazon.com/dp/B0GM2SF89L) [**Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink**Squishmallows**$19.87**129 rev5mo ago](https://www.amazon.com/dp/B0GM24P5YG) [**Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe**Komar Kids**$32.62**27 rev5mo ago](https://www.amazon.com/dp/B0GM3G78GW) [**Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink**Komar Kids**$23.69**29 rev5mo ago](https://www.amazon.com/dp/B0GM3RGDCY) [**Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink**Squishmallows**$21.44**129 rev5mo ago](https://www.amazon.com/dp/B0GM3KYP8P)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe**Komar Kids**$32.23**4.7★**▲ 197%**](https://www.amazon.com/dp/B0GM24WPW8) [**Squishmallows Girls 4 Piece Pajama Set - Tight Fit Soft Short Sleeve Shirt Shorts & Pants Kids Sleepwear - Official License Pink Stripe**Komar Kids**$32.62**4.7★**▲ 190%**](https://www.amazon.com/dp/B0GM3G78GW) [**Squishmallows Girls Pajama Set - 2 Piece Cozy Girls Pjs with Button Down Short Sleeve & Shorts For Kids - Official Product Light Pink**Squishmallows**$20.51**4.8★**▲ 190%**](https://www.amazon.com/dp/B0GM2SF89L) [**Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink**Komar Kids**$23.59**4.6★**▲ 187%**](https://www.amazon.com/dp/B0GM2TQNBH) [**Squishmallows Girls Pajama Set - 2 Piece Girls Pjs Button Down Short Sleeve & Pants For Kids - Official Product Pink**Komar Kids**$23.69**4.6★**▲ 183%**](https://www.amazon.com/dp/B0GM3RGDCY)
**~~View all trending →~~**
## **What buyers say about squishmallow makeup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Gifting Purpose**18%
*“Great gift”*
**Quality-Overall**13%
*“the variety is impressive”*
**Size-Overall**8%
*“Size Fit was Accurate”*
**Fun/Entertainment Experience**8%
*“it keeps kids entertained”*
**Soft Feel**8%
*“Its very soft”*
**Value For Money**6%
*“Good value”*
**Comfort-Overall**4%
*“comfortable”*
**Advertised Vs Actual Product**3%
*“Exactly as pictured”*
**Smell**3%
*“the chapstick itself smells great”*
**Design-Overall**3%
*“Cute designs”*
### **What buyers complain about **
**Size-Overall**20%
*“Really small”*
**Quality-Overall**10%
*“Poor quality”*
**Durability**8%
*“Breaks easily”*
**Value For Money**4%
*“This is not worth the price”*
**Adhesion/Stickiness**4%
*“they dont stick very well”*
**Ease Of Use**4%
*“hard for kids to handle it”*
**Thickness**3%
*“it is rather thick”*
**Hard Feel**2%
*“The squishy is kind of hard”*
**Color**2%
*“Beware of the opaque colors in particular”*
**Pilling/Linting**1%
*“I'm sure it will pill after washing”*
### **Top return reasons **
**Size-Overall**42%
**Value For Money**11%
**Quality-Overall**5%
**Advertised Vs Actual Product**5%
**Gifting Purpose**4%
**Defective Material/Parts**3%
**Product Condition**3%
**Adhesion/Stickiness**2%
**Length**2%
**Material Quality**2%
## **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.
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