scented squishmallows
Worth a lookShows low returns (1.0%), but a small market ($61K/yr) keeps it on the watch list.
Returns
Incredible1.0%return rate — above 5% kills the launch gate
Avg price
Great$17.15avg listing price — sweet spot $15–$100
Competition
Great37%top-5 click share — an open shelf
Price range
Good$6.77–$35.32cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Good685.47avg incumbent reviews — the moat a new listing must climb
Brand share
Good63%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-10.9%90-day search growth — must beat 0% to launch
Conversion
Bad1.6%search→purchase rate — share of searches ending in a sale
Market size
Bad$61K$61K/yr · 228K searches
According to Flapen's Amazon United States niche tracking, scented squishmallows is a $61K/yr Amazon United States market (228K searches/yr). The top 5 brands hold 63% of demand. Demand peaks in Dec. Verdict: Worth a look — 50/100.
Data updated Jul 30, 2026 · scored weekly · How we score niches
scented squishmallows market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- $86K–$103K
- units × avg price
- Conversion rate
- 1.6%
- Avg BSR
- #1,165
- Page quality
- 0%
- Prime
- 90%
- Sponsored
- 69%
- Out of stock
- 4.3%
- Avg brand age
- 24 months
- Avg seller age
- 142 days
Competition & brand share
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.Brands
31 rising
Sellers
79
Top-5 brand share
63%
Top 20: 93%
Top-5 click share
37%
Top 20: 73%
Open market
32%
- Squishmallows25%
- JoyCat15%
- CMY Cubes8%
- TeeTurtle8%
- Hamee7%
- Generic5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -10.9% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 3.4×
Top scented squishmallows search terms
- mystery squishy70K/yr
- mystery box for kids17K/yr
- mystery pack12K/yr
- mystery minis15K/yr
- kids mystery box11K/yr
- scented squishmallows22K/yr
- whats in the box toy11K/yr
- mystery mini14K/yr
- mystery box toy5K/yr
- whats in the box12K/yr
Top scented squishmallows 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
JoyCat Baby Toys 6-12 Months Mystery Soft Box 10 Sensory Objects Rattle
JoyCat$26.324.7★520 rev
CMY Cubes PolySquish Discovery Series - Blind Box- Mystery Squishy - Color Mixing Sensory Stress Relief Toy - Tactile Fidget - 16 Shape and Colour Combinations - Collectible Educational STEAM Play
CMY Cubes$14.034.3★256 rev
Squishmallows Original 5in Dessert Mystery Squad Official Jazwares Scented Plush (Little)
Squishmallows$6.934.7★233 rev
TeeTurtle Kawaii Cuties Series Reversible Plushie Mystery Box - 3-Inch Mini Two-Sided Blind Box Plush with Embroidered Details - Cute Collectible Surprise Toy for Kids Teens and Adults
TeeTurtle$7.184.6★1,706 rev
Squishmallows Original 8in Dessert Mystery Squad Official Jazwares Scented Plush (Little)
Squishmallows$10.394.8★221 rev
Newest
by launch date
8PCS Squishy Box Mystery Fun Set Pack Blind Malt Sugar Creative Slow Return Squishies Relief Hand Relax Desk Decor Party Favor Gifts for Adult (8PCS D)
chinatera$26.5725 rev
Animal Squishy Toys Mystery Bags for Kids Slow Rising Foam Animal Squishies Blind Bags Mini Animal Mystery Box Toys 20 PCS Party Favors for Classroom Prizes (Little Dragon)
Zrbtk$12.1410 rev
Squishmallows Original 5in Frozen Dessert Mystery Squad Official Jazwares Scented Plush (Little)
Squishmallows$12.79233 rev
CMY Cubes PolySquish Discovery Series - Blind Box- Mystery Squishy - Color Mixing Sensory Stress Relief Toy - Tactile Fidget - 16 Shape and Colour Combinations - Collectible Educational STEAM Play
CMY Cubes$14.03256 rev
50-Pack Squishy Fidget Toys Blind Bags Mini Mochi Squishies Mystery Toys for Kids Party Favors Classroom Prizes Goodie Bag Stuffers Sensory Stress Relief Squeeze Toy
CIYOJA$17.23291 rev
Trending
90-day click momentum
THE FIDGET GAME Mystery Squishies 22 Pack Squishy Toys Sea Animals Theme Non-Toxic Sensory Stress Relief Toys for Kids Classroom Rewards Goodie Bag Fillers Birthday
The Fidget Game$19.644.5★
8PCS Squishy Box Mystery Fun Set Pack Blind Malt Sugar Creative Slow Return Squishies Relief Hand Relax Desk Decor Party Favor Gifts for Adult (8PCS D)
chinatera$26.573.6★
8-Piece Set Mystery Box Blind Box Malt Sugar Creative Slow-Return Squishy Party Gift 8 Stress Relief
Generic$26.813.5★
Squish-a-longs Mini-Squish 8-Pack (Wave 4 Style 4)
Squish-a-longs$10.304.6★
Squishmallows Original 5in Frozen Dessert Mystery Squad Official Jazwares Scented Plush (Little)
Squishmallows$12.794.7★
What buyers say about scented squishmallows
What buyers praise and complain about, mined from review topics.What buyers love
“Fun game”
“Great quality, good toy”
“Perfect christmas gift”
“The material is soft”
“Excellent value”
“colors are vibrant”
“Educational”
“has held up well so far with frequent use”
“Just the right size”
“As expected”
What buyers complain about
“Ridiculously small”
“the quality feels really cheap”
“Chemical smell”
“Not with the price IMO”
“Broken”
“its a sticky mess”
“A little harder than I would like”
“The color is also off now”
“Not realistic looking objects or pictures”
“The brightness isnt great”
Top return reasons
Common questions
- Is scented squishmallows profitable to sell on Amazon United States?
- The niche generates $61K/yr across 51 tracked products. 11 of 19 products launched in the last 360 days are still selling. 90-day search growth is -10.9%. Flapen's verdict: Worth a look (50/100).
- How competitive is the scented squishmallows niche?
- 31 brands and 79 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 63% of demand.
- What do buyers complain about in scented squishmallows?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Smell. The return rate is 1.0%.
- When does demand for scented squishmallows peak?
- Demand peaks in Dec; the busiest month runs 3.4× the quietest.
- What does it cost to enter the scented squishmallows niche?
- Listings span $6.77–$35.32; the average listing price is $17.15 (sweet spot $15–$100). The average incumbent carries 685 reviews — the moat a new listing must climb.