scented playdough
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Great1.1%return rate — above 5% kills the launch gate
Avg price
Great$20.28avg listing price — sweet spot $15–$100
Price range
Great$5.45–$76.41cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good4.2%search→purchase rate — share of searches ending in a sale
Growth
Okay+3.6%90-day search growth — must beat 0% to launch
Competition
Okay69%top-5 click share — leaders hold, buyers still browse
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad5,509.44avg incumbent reviews — the moat a new listing must climb
Market size
Bad$48K$48K/yr · 56K searches
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, scented playdough is a $48K/yr Amazon United States market (56K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul–Aug–Oct–Nov. Verdict: Skip it — 37/100.
Data updated Jul 30, 2026 · scored weekly · How we score niches
scented playdough market data
- Units sold / yr
- 3K–4K
- avg 100–250/product
- Revenue / yr
- $61K–$81K
- units × avg price
- Conversion rate
- 4.2%
- Avg BSR
- #356
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 39%
- Out of stock
- 0.0%
- Avg brand age
- 57 months
- Avg seller age
- 160 days
Competition & brand share
The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.Brands
4 rising
Sellers
96
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
69%
Top 20: 100%
Open market
0%
- Crayola72%
- Play-Doh24%
- Wolwefa4%
- Kinetic Sand1%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +3.6% search growth over the last 90 days.Peak months: Jul, Aug, Oct, Nov · busiest ÷ quietest = 2.7×
Top scented playdough search terms
- crayola dough17K/yr
- crayola play dough12K/yr
- blue playdough7K/yr
- blue playdoh13K/yr
- crayola playdough3K/yr
- blue play doh3K/yr
Top scented playdough 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.
All 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Play-Doh Blue (4 Pack) 3 Ounce Cans
Play-Doh$13.045.0★3 rev
Crayola Modeling Dough Blue Bulk Classroom & Art Supplies For Kids 3lb Resealable Bucket
Crayola$13.284.4★1,811 rev
Crayola Orange Dough 3 lb. Resealable Bucket Toys for Kids Gift
Crayola$12.634.4★1,811 rev
Crayola Modeling Clay in Bold Colors 2lbs Gift for Kids Ages 4 & Up
Crayola$8.824.6★6,055 rev
Crayola Dough Classpack - 8 Assorted Colors (48 Count) 3oz Kids Dough Classroom Supplies Teacher Must Haves Nontoxic Ages 3+
Crayola$42.914.5★143 rev
Newest
by launch date
Air Dry Clay 12 Packs Molding Clay Soft Modeling Clay for Kids Age 3-12 Air Dry Clay for Adults Light Weight Perfect Clay for Crafts Dark Blue
Wolwefa$7.52189 rev
Play-Doh 9 Pack Favorite Color Set Assorted Colors 2 & 4 Ounce Modeling Compound Cans Kids Arts & Crafts Back to School Gifts & Prizes Preschool Toys Ages 2+ (Amazon Exclusive)
Play-Doh$10.062,225 rev
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
Kinetic Sand 2.5lb Blue Amazon Exclusive Moldable Sensory Toys Ages 3+
Kinetic Sand$15.692,692 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$15.6417,339 rev
Trending
90-day click momentum
Crayola Dough - Purple (3lb) Bulk Modeling Dough for Kids Clay Alternative Resealable Tub Ages 3+ Great for Kids Arts & Crafts
Crayola$13.634.4★
Crayola Modeling Clay in Bold Colors 2lbs Gift for Kids Ages 4 & Up
Crayola$8.824.6★
Air Dry Clay 12 Packs Molding Clay Soft Modeling Clay for Kids Age 3-12 Air Dry Clay for Adults Light Weight Perfect Clay for Crafts Dark Blue
Wolwefa$7.524.4★
Crayola Modeling Clay 3/5 Ounce Packs Assorted Classic Colors Set of 8
Crayola$5.454.5★
Crayola Dough Classpack 8 Assorted Colors Tactile Art Supplies 3oz Each 24 Count Bulk
Crayola$32.014.5★
What buyers say about scented playdough
What buyers praise and complain about, mined from review topics.What buyers love
“Cost effective”
“Great fun”
“Color was bright”
“Great quality for price point”
“GREAT GIFT”
“Easy to use”
“Perfect size”
“Nice product easy and soft”
“As advertised”
“Great for family fun and creativity”
What buyers complain about
“Not White”
“breakable”
“Dried Out”
“Not easy to use”
“hard to get smooth”
“used when it arrived”
“run big”
“It is somewhat rather sticky”
“Garbage”
“Horrible Chemical Smell”
Top return reasons
Common questions
- Is scented playdough profitable to sell on Amazon United States?
- The niche generates $48K/yr across 18 tracked products. 90-day search growth is +3.6%. Flapen's verdict: Skip it (37/100).
- How competitive is the scented playdough niche?
- 4 brands and 96 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in scented playdough?
- Top complaints mined from reviews: Color, Durability, Moist/Dry. The return rate is 1.1%.
- When does demand for scented playdough peak?
- Demand peaks in Jul–Aug–Oct–Nov; the busiest month runs 2.7× the quietest.
- What does it cost to enter the scented playdough niche?
- Listings span $5.45–$76.41; the average listing price is $20.28 (sweet spot $15–$100). The average incumbent carries 5,509 reviews — the moat a new listing must climb.