Is playdoh profitable to sell on Amazon United States?

The niche generates $20.5M/yr across 26 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -8.3%. Flapen's verdict: Worth a look (55/100).

How competitive is the playdoh niche?

6 brands and 101 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 99% of demand.

What do buyers complain about in playdoh?

Top complaints mined from reviews: Functionality-Overall, Quality-Overall, Ease Of Use. The return rate is 1.1%.

When does demand for playdoh peak?

Demand peaks in Nov–Dec; the busiest month runs 4.5× the quietest.

What does it cost to enter the playdoh niche?

Listings span $7.48–$33.54; the average listing price is $18.65 (sweet spot $15–$100). The average incumbent carries 4,023 reviews — the moat a new listing must climb.

playdoh

Worth a look

Shows a $20.5M/yr market, but brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list.

Market size

Incredible$20.5M

$20.5M/yr · 13.5M searches

Returns

Great1.1%

return rate — above 5% kills the launch gate

Avg price

Great$18.65

avg listing price — sweet spot $15–$100

Conversion

Great8.2%

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

Price range

Good$7.48–$33.54

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

Competition

Good54%

top-5 click share — leaders hold, buyers still browse

Review moat

Bad4,022.58

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Growth

Bad-8.3%

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

Brand share

Bad99%

top-5 brand share — brand-locked demand

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.

Data updated Jul 30, 2026 · scored weekly · How we score niches

playdoh market data

Units sold / yr: 1.0M–1.0M; avg 20,000–25,000/product
Revenue / yr: $18.6M–$18.6M; units × avg price
Conversion rate: 8.2%
Avg BSR: #63
Page quality: 0%
Prime: 100%
Sponsored: 81%
Out of stock: 0.0%
Avg brand age: 42 months
Avg seller age: 137 days

Competition & brand 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

Play-Doh91%
Aprilwolf4%
Kaelinda2%
Shunshoon2%
Toyze1%
My Little Pony1%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -8.3% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 4.5×

Open Trend

Top playdoh search terms

playdoh4.6M/yr -3.3%2.6% conv.
play doh1.7M/yr +1.3%2.3% conv.
playdough1.4M/yr +3.2%2.5% conv.
playdoh set1.5M/yr -23.7%1.8% conv.
play dough550K/yr +0.8%2.2% conv.
play doh sets677K/yr -11.9%1.7% conv.
playdoh bulk237K/yr +25.8%4.9% conv.
playdough bulk pack classroom229K/yr +57.1%4.2% conv.
playdoh sets for kids ages 2-4236K/yr -19.3%1.6% conv.
playdough sets for kids ages 2-4295K/yr -26.0%1.7% conv.

All search terms

Top 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.

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

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)

Play-Doh$24.014.8★28,671 rev

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)

Play-Doh$20.254.8★9,958 rev

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)

Play-Doh$15.644.9★17,339 rev

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)

Play-Doh$29.674.9★2,272 rev

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

Play-Doh$13.354.4★3,898 rev

Newest

by launch date

Play-Doh Donut Drop Shop Playset

Play-Doh$19.75336 rev

7mo ago

Play-Doh Disney Junior Mickey Mouse Clubhouse Shape a Story Playset Storage & Travel Arts & Crafts Preschool Toys for Kids 2+

Play-Doh$18.84561 rev

10mo ago

Play-Doh Disney Junior Mickey Mouse Clubhouse Stamp & Go Megapack with Mickey Minnie & Donald Arts & Crafts Preschool Toys for Kids 2+

Play-Doh$14.10416 rev

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

Shunshoon$26.85143 rev

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

Kaelinda$24.07221 rev

1y ago

What buyers say about playdoh

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

What buyers love

Fun/Entertainment Experience30%

“Fun for the whole family”

Value For Money11%

“Good value for the money”

Color10%

“Fun colors”

Gifting Purpose10%

“Fun gift”

Quality-Overall8%

“Quality is consistent”

Size-Overall5%

“Great size”

Creativity4%

“Creative play”

Ease Of Use3%

“Easy to use”

Advertised Vs Actual Product3%

“As advertised”

Educational-Overall2%

“Really good educational”

What buyers complain about

Functionality-Overall16%

“Did not work”

Quality-Overall8%

“The quality is very cheap”

Ease Of Use8%

“Difficult to use”

Size-Overall6%

“doesnt fit easily”

Assembly/Installation5%

“not to put together”

Color4%

“different colors than the normal packs at the store”

Defective Material/Parts3%

“The item was not working”

Value For Money3%

“The amount charged for this toy is outrageous considering how it does not work”

Material Quality3%

“material seems cheaply made”

Durability3%

“Broke easily”

Top return reasons

Functionality-Overall31%

Defective Material/Parts14%

Size-Overall13%

Value For Money10%

Mechanism Issues7%

Advertised Vs Actual Product3%

Product Condition3%

Gifting Purpose2%

Moist/Dry2%

Quality-Overall2%

Common questions

Is playdoh profitable to sell on Amazon United States?: The niche generates $20.5M/yr across 26 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -8.3%. Flapen's verdict: Worth a look (55/100).
How competitive is the playdoh niche?: 6 brands and 101 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 99% of demand.
What do buyers complain about in playdoh?: Top complaints mined from reviews: Functionality-Overall, Quality-Overall, Ease Of Use. The return rate is 1.1%.
When does demand for playdoh peak?: Demand peaks in Nov–Dec; the busiest month runs 4.5× the quietest.
What does it cost to enter the playdoh niche?: Listings span $7.48–$33.54; the average listing price is $18.65 (sweet spot $15–$100). The average incumbent carries 4,023 reviews — the moat a new listing must climb.