Playdoh
MaybeShoppers spend an estimated $20.5M a year here. But the top 5 brands take 99% of clicks, so Playdoh is a Maybe.
- Flapen Score
- 55 / 100Top 15% of 3,143 Toys & Games niches · +9 vs the category median of 4655
- Market size
- $20.5M/yr13.5M searches / yr
- 90-day growth
- -8.3%search demand this quarter
- Competition
- 54%top-5 click share · 6 brands · 101 sellers
Flapen Score
Playdoh against its category
The dotted line is the Toys & Games average. Past it, Playdoh is stronger. Inside it, weaker.
Market
The Playdoh market on Amazon at a glance
Shoppers on Amazon United States searched for Playdoh 13.5M times last year and spent an estimated $20.5M. The top 5 brands take 99% of clicks. Demand peaks in Nov–Dec. Flapen scores it 55 out of 100, a Maybe.
01 · Demand
An estimated 8.2% of those searches ended in a purchase.
Shoppers searched for this 13.5M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 8.2% of those searches ended in a purchase. Searches in the last 90 days moved -8.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated $20.5M a year.
- Searches, last 12 months
- 13.5M
- Growth, 90 days vs prior 90
- -8.3%
- Conversion, latest week
- 8.2%
- Market size, estimated
- $20.5Ma year
- Peak month
- December4.5× the quietest month
- Top search term
- playdoh4.6M searches a year
02 · Price
A sale here is worth $18.65.
Listings sell for $18.65 on average, from $7.48 to $33.54. Amazon reports units sold in ranges, and this niche reaches the top one: 1,000,000 units or more a year. The average listing sells 20,000 to 25,000 of them. At $18.65 that is $373K to $466K a year per listing.
- Average price
- $18.65inside the $15 to $100 sweet spot
- Price range
- $7.48–$33.54
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 1,000,000 or moreAmazon's top range
- Units per listing a year
- 20,000–25,000
- Revenue per listing a year
- $373K–$466K
- Returns
- 1.1%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
81% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #63 within Clay & Dough. It carries 4,023 reviews at 4.65 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 81%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #63in Clay & Dough
- Average rating
- 4.65 starsAmazon United States average 4.42 stars
- Average reviews
- 4,023per listing
- Listings tracked
- 26
04 · Newcomers
3 of last year's 3 launches cleared the first-year sales bar.
3 products launched here in the last 12 months. 3 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 42 months on average, so the names here are settling in.
- Launched, last 12 months
- 3
- Successful launches
- 3Amazon's first-year sales bar
- Average brand age
- 42 months
Products
Top Playdoh products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Sign in to see the products
The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.
Competition
Competition: brands, sellers & click share
The top 5 products take 54% of clicks. Leaders hold, but buyers still shop past 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%
- Brand 191%
- Brand 24%
- Brand 32%
- Brand 42%
- Brand 51%
- Brand 61%
Demand
Playdoh search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 4.5×
Search terms
Top Playdoh search terms shoppers use
The exact words 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
Reviews and returns
What reviews say buyers love and hate about Playdoh
We read the reviews and the return reasons for every product selling here.
“Did not work”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
18 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Playdoh questions
Answered from the same tracked data.