Playdoh
Playdoh shows a $20.5M/yr market, but brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list.
Flapen Score
Top 15% of 3,143 Toys & Games niches · +9 vs the category median of 46
Is Playdoh profitable on Amazon?
According to Flapen's Amazon United States niche tracking, Playdoh is a $20.5M/yr Amazon United States market (13.5M searches/yr). The top 5 brands hold 99% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 55/100.
Playdoh: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -8.3% over the last 90 days and 8.2% of searches end in a purchase.
$20.5M
revenue / yr
Who owns the niche?
The top 5 brands hold 99% of demand, so 1% of the market is open.
1%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.7★ — the gap to enter on.
0/100
page quality · 26 products
Top Playdoh products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
Play-Doh Modeling Compound 36-Pack Case of Colors Non-Toxic 3 Oz Cans of Assort. Colors Back to School Classroom Supplies Preschool Toys Ages 2+ (Amazon Exclusive)
- Price
- $24.01
- Rating
- 4.8/5
- Reviews
- 28,671
- Age
- 14y ago
Play-Doh Ultimate Color Collection 65-Pack of 1-oz Cans Includes Sparkle Confetti & Color Burst Back to School Classroom Supplies Preschool Toys Ages 2+ (Amazon Exclusive)
- Price
- $20.25
- Rating
- 4.8/5
- Reviews
- 9,958
- Age
- 6y ago
Play Doh Bulk Handout 42-Pack of 1-Ounce Modeling Compound Cans Back to School Gifts Prizes & Party Favors Kids Arts & Crafts Preschool Toys Ages 2+ (Amazon Exclusive)
- Price
- $15.64
- Rating
- 4.9/5
- Reviews
- 17,339
- Age
- 5y ago
Play-Doh Bulk Pack of 48 Cans 6 Sets of 8 Modeling Compound Colors 3oz Back to School Gifts & Prizes for Students & Classroom Preschool Toys for Kids Ages 2+ (Amazon Exclusive)
- Price
- $29.67
- Rating
- 4.9/5
- Reviews
- 2,272
- Age
- 10y ago
Play-Doh Rainbow Swirl Ice Cream Playset with 7 Pretend Play Kitchen Accessories Arts and Crafts Toys for 3 Year Old Girls and Boys and Up
- Price
- $13.35
- Rating
- 4.4/5
- Reviews
- 3,898
- Age
- 2y ago
Trending
90-day click momentum
3-in-1 Color Dough Kitchen Creations Set for Kids Aged 3-8 24 Colors Dough Playset with Ice Cream/Noodle/Hamburger Makers Food Modeling Art Crafts Pretend Play Toys for Boys Girls
- Price
- $26.85
- Rating
- 4.6/5
- Reviews
- 143
- Age
- 1y ago
Play-Doh 12 Pack Celebration Compound Includes Confetti & Metallic Shine Assort. Colors Back to School Gifts Prizes & Party Favors Kids Arts & Crafts Preschool Toys Ages 3+
- Price
- $10.40
- Rating
- 4.8/5
- Reviews
- 949
- Age
- 2y ago
Play-Doh 22 Pack Ultimate Color Variety Bulk Assorted Colors 2 & 4 Ounce Modeling Compound Cans Kids Arts & Crafts Preschool Toys Ages 2+ (Amazon Exclusive)
- Price
- $21.29
- Rating
- 4.9/5
- Reviews
- 1,311
- Age
- 2y ago
Aprilwolf 75 PCS 4 in 1 Dough Sets for Kids Ages 3-4-8 Art Crafts Dough
- Price
- $33.54
- Rating
- 4.6/5
- Reviews
- 183
- Age
- 1y ago
Play-Doh Party Favor Pack Bulk 24 Pack of Modeling Compound with Cutters Classroom Supplies for Arts & Crafts Birthday Gifts & Prize Toys for Kids Ages 3+ (Amazon Exclusive)
- Price
- $21.51
- Rating
- 4.9/5
- Reviews
- 1,288
- Age
- 2y ago
Newest
by launch date
Play-Doh Donut Drop Shop Playset
- Price
- $19.75
- Rating
- 3.3/5
- Reviews
- 336
- Age
- 7mo ago
Play-Doh Disney Junior Mickey Mouse Clubhouse Shape a Story Playset Storage & Travel Arts & Crafts Preschool Toys for Kids 2+
- Price
- $18.84
- Rating
- 4.8/5
- Reviews
- 561
- Age
- 10mo ago
Play-Doh Disney Junior Mickey Mouse Clubhouse Stamp & Go Megapack with Mickey Minnie & Donald Arts & Crafts Preschool Toys for Kids 2+
- Price
- $14.10
- Rating
- 4.8/5
- Reviews
- 416
- Age
- 10mo ago
3-in-1 Color Dough Kitchen Creations Set for Kids Aged 3-8 24 Colors Dough Playset with Ice Cream/Noodle/Hamburger Makers Food Modeling Art Crafts Pretend Play Toys for Boys Girls
- Price
- $26.85
- Rating
- 4.6/5
- Reviews
- 143
- Age
- 1y ago
Kaelinda 77 Pcs 4 in 1 Playdough Sets for Kids Age 2-4-8 Dough Accessories Tools Kit Ice Cream Noodle Cake Hamburger Maker Kitchen Playdough Toys Girls Boys Gifts for 3 4 5 6 Year Old Girls Boys
- Price
- $24.07
- Rating
- 4.5/5
- Reviews
- 221
- Age
- 1y ago
Competition: brands, sellers & click share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.
Brands
6 falling
Sellers
101
Top-5 brand share
99%
Top 20: 100%
Top-5 click share
54%
Top 20: 93%
Open market
0%
- Play-Doh91%
- Aprilwolf4%
- Kaelinda2%
- Shunshoon2%
- Toyze1%
- My Little Pony1%
Playdoh demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Nov, Dec · busiest ÷ quietest = 4.5×
Top Playdoh search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- playdoh4.6M/yr
- play doh1.7M/yr
- playdough1.4M/yr
- playdoh set1.5M/yr
- play dough550K/yr
- play doh sets677K/yr
- playdoh bulk237K/yr
- playdough bulk pack classroom229K/yr
- playdoh sets for kids ages 2-4236K/yr
- playdough sets for kids ages 2-4295K/yr
What reviews say buyers love and hate about Playdoh
What buyers mention most, as a share of all reviews.
What buyers love
84% of reviews“Fun for the whole family”
“Good value for the money”
“Fun colors”
“Fun gift”
“Quality is consistent”
What buyers complain about
58% of reviews“Did not work”
“The quality is very cheap”
“Difficult to use”
“doesnt fit easily”
“not to put together”
Playdoh return rate & reasons
Why buyers send it back, as a share of all return requests.
1.1%
Return rate
19%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Playdoh questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
