---
title: "Scented Squishmallows — $61K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/toys-games/scented-squishmallows"
last_updated: "2026-08-06T00:23:50.142Z"
locale: en
meta:
description: "Niche score 50/100 · $61K/yr market · 228K searches/yr · $17.15 avg price. A small market ($61K/yr) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · $61K/yr market · 228K searches/yr · $17.15 avg price. A small market ($61K/yr) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Scented Squishmallows — $61K/yr Amazon US Niche (2026) - Flapen"
---
# **scented squishmallows**
**Worth a look**
Shows low returns (1.0%), but a small market ($61K/yr) keeps it on the watch list.
Market size 15Growth 20Conversion 20Competition 78Returns 95Price range 71Avg price 80Brand share 69Review moat 70Quality gap 37
**Returns**
**Incredible****1.0%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$17.15**
avg listing price — sweet spot $15–$100
**Competition**
**Great****37%**
top-5 click share — an open shelf
**Price range**
**Good****$6.77–$35.32**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Good****685.47**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Good****63%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-10.9%**
90-day search growth — must beat 0% to launch
**Conversion**
**Bad****1.6%**
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 ~~](https://flapen.com/research/methodology)
## **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.
13K8KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 3.4×
[**Open Trend **](https://flapen.com/research/us/toys-games/scented-squishmallows/trend)
## **Top scented squishmallows search terms**
- **mystery squishy**70K/yr-1.5%0.4% conv. - **mystery box for kids**17K/yr+1.0%0.5% conv. - **mystery pack**12K/yr-1.8%0.3% conv. - **mystery minis**15K/yr-2.9%0.1% conv. - **kids mystery box**11K/yr+28.3%1.2% conv. - **scented squishmallows**22K/yr-36.9%3.7% conv. - **whats in the box toy**11K/yr+5.6%2.7% conv. - **mystery mini**14K/yr-44.9%0.1% conv. - **mystery box toy**5K/yr-16.6%1.0% conv. - **whats in the box**12K/yr-52.3%0.8% conv. [**All search terms **](https://flapen.com/research/us/toys-games/scented-squishmallows/search-terms)
## **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.
0%3%$2K6%$4K9%$6K12%$7K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**JoyCat Baby Toys 6-12 Months Mystery Soft Box 10 Sensory Objects Rattle**JoyCat**$26.32**4.7★520 rev](https://www.amazon.com/dp/B0CZDRP748) [2**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**$14.03**4.3★256 rev](https://www.amazon.com/dp/B0FTFTMTVF) [3**Squishmallows Original 5in Dessert Mystery Squad Official Jazwares Scented Plush (Little)**Squishmallows**$6.93**4.7★233 rev](https://www.amazon.com/dp/B0DLLM9HDR) [4**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**$7.18**4.6★1,706 rev](https://www.amazon.com/dp/B0CGGBKK3D) [5**Squishmallows Original 8in Dessert Mystery Squad Official Jazwares Scented Plush (Little)**Squishmallows**$10.39**4.8★221 rev](https://www.amazon.com/dp/B0DLLLCK87)
**~~View all top sellers →~~**
### **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**$26.57**25 rev1mo ago](https://www.amazon.com/dp/B0H4PGB2DG) [**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**$12.14**10 rev6mo ago](https://www.amazon.com/dp/B0GKPK2GR6) [**Squishmallows Original 5in Frozen Dessert Mystery Squad Official Jazwares Scented Plush (Little)**Squishmallows**$12.79**233 rev6mo ago](https://www.amazon.com/dp/B0FKBZ94Z2) [**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**$14.03**256 rev8mo ago](https://www.amazon.com/dp/B0FTFTMTVF) [**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**$17.23**291 rev9mo ago](https://www.amazon.com/dp/B0FWTP7733)
**~~View all new products →~~**
### **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**$19.64**4.5★**▲ 326%**](https://www.amazon.com/dp/B0F22XNQX5) [**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**$26.57**3.6★**▲ 325%**](https://www.amazon.com/dp/B0H4PGB2DG) [**8-Piece Set Mystery Box Blind Box Malt Sugar Creative Slow-Return Squishy Party Gift 8 Stress Relief**Generic**$26.81**3.5★**▲ 321%**](https://www.amazon.com/dp/B0H2LY418G) [**Squish-a-longs Mini-Squish 8-Pack (Wave 4 Style 4)**Squish-a-longs**$10.30**4.6★**▲ 174%**](https://www.amazon.com/dp/B0DYKW8P42) [**Squishmallows Original 5in Frozen Dessert Mystery Squad Official Jazwares Scented Plush (Little)**Squishmallows**$12.79**4.7★**▲ 150%**](https://www.amazon.com/dp/B0FKBZ94Z2)
**~~View all trending →~~**
## **What buyers say about scented squishmallows**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**21%
*“Fun game”*
**Quality-Overall**10%
*“Great quality, good toy”*
**Gifting Purpose**10%
*“Perfect christmas gift”*
**Soft Feel**9%
*“The material is soft”*
**Value For Money**7%
*“Excellent value”*
**Color**6%
*“colors are vibrant”*
**Educational-Overall**5%
*“Educational”*
**Durability**4%
*“has held up well so far with frequent use”*
**Size-Overall**4%
*“Just the right size”*
**Advertised Vs Actual Product**3%
*“As expected”*
### **What buyers complain about **
**Size-Overall**18%
*“Ridiculously small”*
**Quality-Overall**11%
*“the quality feels really cheap”*
**Smell**7%
*“Chemical smell”*
**Value For Money**7%
*“Not with the price IMO”*
**Durability**5%
*“Broken”*
**Adhesion/Stickiness**4%
*“its a sticky mess”*
**Hard Feel**4%
*“A little harder than I would like”*
**Color**3%
*“The color is also off now”*
**Advertised Vs Actual Product**2%
*“Not realistic looking objects or pictures”*
**Brightness/Shine/Glow**2%
*“The brightness isnt great”*
### **Top return reasons **
**Size-Overall**49%
**Advertised Vs Actual Product**10%
**Value For Money**7%
**Quality-Overall**6%
**Smell**5%
**Defective Material/Parts**3%
**Adhesion/Stickiness**2%
**Leak-Proof**2%
**Texture/Consistency-Overall**2%
**Choking**2%
## **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.
## **Related niches in Toys & Games**
- 70 [**halloween crafts**](https://flapen.com/research/us/toys-games/halloween-crafts)$317K/yr+407.7%**Worth a look**- 70 [**trading card storage box**](https://flapen.com/research/us/toys-games/trading-card-storage-box)$2.5M/yr-4.0%**Worth a look**- 70 [**camping crafts**](https://flapen.com/research/us/toys-games/camping-crafts)$32K/yr+333.8%**Worth a look**- 70 [**fathers day crafts for kids**](https://flapen.com/research/us/toys-games/fathers-day-crafts-for-kids)$72K/yr>1,000%**Worth a look**- 70 [**top loader storage**](https://flapen.com/research/us/toys-games/top-loader-storage)$1.3M/yr+5.4%**Launch it**- 70 [**kpop dolls**](https://flapen.com/research/us/toys-games/kpop-dolls)$3.4M/yr-14.9%**Worth a look**[**All Toys & Games niches **](https://flapen.com/research/us/toys-games)