Is playdoh valentines profitable to sell on Amazon United States?

The niche generates $738K/yr across 7 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -42.7%. Flapen's verdict: Skip it (38/100).

How competitive is the playdoh valentines niche?

4 brands and 16 sellers compete. The top 5 products take 94% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in playdoh valentines?

Top complaints mined from reviews: Size-Overall, Ease Of Use, Color. The return rate is 1.2%.

When does demand for playdoh valentines peak?

Demand peaks in Feb–Oct–Nov–Dec; the busiest month runs 2.3× the quietest.

What does it cost to enter the playdoh valentines niche?

Listings span $10.03–$24.40; the average listing price is $17.86 (sweet spot $15–$100). The average incumbent carries 4,446 reviews — the moat a new listing must climb.

playdoh valentines

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Great1.2%

return rate — above 5% kills the launch gate

Avg price

Great$17.86

avg listing price — sweet spot $15–$100

Conversion

Good6.7%

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

Market size

Good$738K

$738K/yr · 613K searches

Price range

Good$10.03–$24.40

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

Review moat

Bad4,446

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.8★

avg incumbent rating — lower means beatable quality

Competition

Bad94%

top-5 click share — a locked-up shelf

Growth

Bad-42.7%

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

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, playdoh valentines is a $738K/yr Amazon United States market (613K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb–Oct–Nov–Dec. Verdict: Skip it — 38/100.

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

playdoh valentines market data

Units sold / yr: 50K–60K; avg 6,000–8,000/product
Revenue / yr: $893K–$1.1M; units × avg price
Conversion rate: 6.7%
Avg BSR: #54
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 13.2%
Avg brand age: 37 months
Avg seller age: 136 days

Competition & brand share

The top 5 products capture 94% of clicks — a locked-up shelf that new listings rarely crack.

Brands

4 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

94%

Top 20: 100%

Open market

Play-Doh88%
BONNYCO6%
Crayola3%
Horizon Group USA3%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 78 weeks — -42.7% search growth over the last 90 days.

Peak months: Feb, Oct, Nov, Dec · busiest ÷ quietest = 2.3×

Open Trend

Top playdoh valentines search terms

mini playdoh194K/yr -30.3%4.9% conv.
playdoh party favors77K/yr -15.5%3.4% conv.
play doh party favors41K/yr -13.5%3.1% conv.
playdough party favors41K/yr -21.7%3.4% conv.
mini playdoh party favors53K/yr -46.3%3.9% conv.
small playdoh30K/yr -33.4%4.0% conv.
mini playdough28K/yr -24.6%4.5% conv.
mini play doh27K/yr -27.7%5.1% conv.
playdoh mini22K/yr -13.2%3.5% conv.
play doh mini15K/yr -23.8%4.6% conv.

All search terms

Top playdoh valentines 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 7 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

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 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 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)

Play-Doh$21.514.9★1,288 rev

BONNYCO Play Dough Set with Molds and Goody Bags Pack 16 Party Favors for Kids Age 3-9. Bulk Gifts Kids Toys Mini Birthday Games Stocking Stuffers Arts and Crafts Kit for Classroom

BONNYCO$20.164.5★245 rev

Play-Doh 30 Pack Spooky Colors Individually Wrapped 1 Ounce Sticks for Halloween Trick or Treat or Fall Seasonal Arts & Crafts for Kids 2+

Play-Doh$10.034.8★717 rev

Newest

by launch date

BONNYCO Play Dough Set with Molds and Goody Bags Pack 16 Party Favors for Kids Age 3-9. Bulk Gifts Kids Toys Mini Birthday Games Stocking Stuffers Arts and Crafts Kit for Classroom

BONNYCO$20.16245 rev

11mo ago

Play-Doh 30 Pack Spooky Colors Individually Wrapped 1 Ounce Sticks for Halloween Trick or Treat or Fall Seasonal Arts & Crafts for Kids 2+

Play-Doh$10.03717 rev

1y ago

Paw Patrol Dough Party Pack 25-Pack Includes Colorful Sensory Doughs 6 Colors 2 oz. Each Reusable Toys Party Favors for Kids Travel Toys 3 Year Old Boy Toy Sensory Play

Horizon Group USA$13.031,202 rev

2y 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)

Play-Doh$21.511,288 rev

2y ago

Crayola Silly Scents Dough 60pk x 1oz Easter Day Gifts & Party Favors Kids Toys for Party Favor Bags Modeling Clay Allergen-Friendly Non-Toxic Candy Creativity Alternative

Crayola$24.40373 rev

3y ago

What buyers say about playdoh valentines

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

What buyers love

Color20%

“The variety of colors were great”

Value For Money20%

“Good deal”

Gifting Purpose13%

“GREAT GIFT”

Fun/Entertainment Experience12%

“Perfect toy”

Size-Overall10%

“Great Size”

Quality-Overall5%

“Quality is consistent”

Smell2%

“I think they will enjoy the scents”

Advertised Vs Actual Product2%

“It is as advertised”

Educational-Overall2%

“Great for classroom use”

Quick Drying1%

“not dried out when it arrived”

What buyers complain about

Size-Overall18%

“Larger than expected”

Ease Of Use16%

“Hard to open”

Color10%

“different colors than the normal packs at the store”

Product Condition8%

“Received a clearly used and retaped box and am missing one of the containers of playdoh”

Moist/Dry6%

“the dough is dried out”

Quality-Overall4%

“Not as good as branded play dough”

Adhesion/Stickiness3%

“sticky”

Mess Free2%

“It can cause a big mess if it get anywhere it not suppose to”

Advertised Vs Actual Product2%

“Misleading selection”

Smell1%

“Also smells funny”

Top return reasons

Size-Overall44%

Value For Money28%

Advertised Vs Actual Product5%

Moist/Dry4%

Color4%

Smell2%

Quality-Overall2%

Ease Of Use2%

Defective Material/Parts2%

Product Condition1%

Common questions

Is playdoh valentines profitable to sell on Amazon United States?: The niche generates $738K/yr across 7 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -42.7%. Flapen's verdict: Skip it (38/100).
How competitive is the playdoh valentines niche?: 4 brands and 16 sellers compete. The top 5 products take 94% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in playdoh valentines?: Top complaints mined from reviews: Size-Overall, Ease Of Use, Color. The return rate is 1.2%.
When does demand for playdoh valentines peak?: Demand peaks in Feb–Oct–Nov–Dec; the busiest month runs 2.3× the quietest.
What does it cost to enter the playdoh valentines niche?: Listings span $10.03–$24.40; the average listing price is $17.86 (sweet spot $15–$100). The average incumbent carries 4,446 reviews — the moat a new listing must climb.