Silly Putty
brand-locked demand (top 5 brands take 100% of clicks) — Silly Putty doesn't clear our bar today.
Flapen Score
Top 33% of 3,143 Toys & Games niches · +3 vs the category median of 46
Is Silly Putty profitable on Amazon?
According to Flapen's Amazon United States niche tracking, Silly Putty is a $738K/yr Amazon United States market (482K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Mar–Nov–Dec. Verdict: Skip it — 49/100.
Silly Putty: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved -28.2% over the last 90 days and 8.3% of searches end in a purchase.
$738K
revenue / yr
Who owns the niche?
The top 5 brands hold 100% of demand, so 0% of the market is open.
0%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.2★ — the gap to enter on.
0/100
page quality · 6 products
Top Silly Putty products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
Crayola Original Silly Putty
- Price
- $5.85
- Rating
- 3.9/5
- Reviews
- 629
- Age
- 8y ago
![Crayola Silly Putty Bulk Variety Pack (24ct) Assorted Soft Sensory Putty Kids Fidget Toys Goodie Bag & Treasure Box Sensory Toys Gift for Kids Ages 4+ [Amazon Exclusive]](https://m.media-amazon.com/images/I/51i5KpcKnSL.jpg)
Crayola Silly Putty Bulk Variety Pack (24ct) Assorted Soft Sensory Putty Kids Fidget Toys Goodie Bag & Treasure Box Sensory Toys Gift for Kids Ages 4+ [Amazon Exclusive]
- Price
- $23.27
- Rating
- 4.6/5
- Reviews
- 850
- Age
- 4y ago
Special Supplies Therapy Putty for Teens and Adults - Resistive Hand Exercise Stress Relief Therapy Putty Kit Set of 4 Strengths Three Ounces of Each Putty (Primary Colors)
- Price
- $15.97
- Rating
- 4.7/5
- Reviews
- 4,195
- Age
- 9y ago
LIFE WORKS Therapy Putty Set for Adults and Teens 4 Resistance Levels Non-Toxic Silicone Hand Therapy Tool for Grip Strength Fine Motor Skills Rehab & Sensory Use 4 Pack Color-Coded 3oz Each
- Price
- $12.93
- Rating
- 4.4/5
- Reviews
- 259
- Age
- 1y ago
Silly Putty BIN080313BN Silly Putty Original Pack of 24
- Price
- $32.93
- Rating
- 4.1/5
- Reviews
- 36
- Age
- 10y ago
Trending
90-day click momentumCrayola Original Silly Putty
- Price
- $5.85
- Rating
- 3.9/5
- Reviews
- 629
- Age
- 8y ago
LIFE WORKS Therapy Putty Set for Adults and Teens 4 Resistance Levels Non-Toxic Silicone Hand Therapy Tool for Grip Strength Fine Motor Skills Rehab & Sensory Use 4 Pack Color-Coded 3oz Each
- Price
- $12.93
- Rating
- 4.4/5
- Reviews
- 259
- Age
- 1y ago
Special Supplies Therapy Putty for Teens and Adults - Resistive Hand Exercise Stress Relief Therapy Putty Kit Set of 4 Strengths Three Ounces of Each Putty (Primary Colors)
- Price
- $15.97
- Rating
- 4.7/5
- Reviews
- 4,195
- Age
- 9y ago
Crayola Silly Putty Bulk Variety Pack (24ct) Assorted Soft Sensory Putty Kids Fidget Toys Goodie Bag & Treasure Box Sensory Toys Gift for Kids Ages 4+ [Amazon Exclusive]
- Price
- $23.27
- Rating
- 4.6/5
- Reviews
- 850
- Age
- 4y ago
Silly Putty BIN080313BN Silly Putty Original Pack of 24
- Price
- $32.93
- Rating
- 4.1/5
- Reviews
- 36
- Age
- 10y ago
Newest
by launch dateLIFE WORKS Therapy Putty Set for Adults and Teens 4 Resistance Levels Non-Toxic Silicone Hand Therapy Tool for Grip Strength Fine Motor Skills Rehab & Sensory Use 4 Pack Color-Coded 3oz Each
- Price
- $12.93
- Rating
- 4.4/5
- Reviews
- 259
- Age
- 1y ago
Crayola Silly Putty Bulk Variety Pack (24ct) Assorted Soft Sensory Putty Kids Fidget Toys Goodie Bag & Treasure Box Sensory Toys Gift for Kids Ages 4+ [Amazon Exclusive]
- Price
- $23.27
- Rating
- 4.6/5
- Reviews
- 850
- Age
- 4y ago
Crayola Original Silly Putty
- Price
- $5.85
- Rating
- 3.9/5
- Reviews
- 629
- Age
- 8y ago
Special Supplies Therapy Putty for Teens and Adults - Resistive Hand Exercise Stress Relief Therapy Putty Kit Set of 4 Strengths Three Ounces of Each Putty (Primary Colors)
- Price
- $15.97
- Rating
- 4.7/5
- Reviews
- 4,195
- Age
- 9y ago
Silly Putty BIN080313BN Silly Putty Original Pack of 24
- Price
- $32.93
- Rating
- 4.1/5
- Reviews
- 36
- Age
- 10y ago
Competition: brands, sellers & click share
The top 5 products capture 97% of clicks — a locked-up shelf that new listings rarely crack.
Brands
4 falling
Sellers
24
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
97%
Top 20: 100%
Open market
0%
- Crayola89%
- Special Supplies5%
- LIFE WORKS4%
- Silly Putty3%
- Open — no brand owns it (0%)
Silly Putty demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Mar, Nov, Dec · busiest ÷ quietest = 5.1×
Top Silly Putty search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- silly putty365K/yr
- silly putty bulk22K/yr
- silly putty for kids36K/yr
- silly putty eggs13K/yr
- silly putty for adults11K/yr
- putty bulk7K/yr
- silly puddy6K/yr
- putty party favors6K/yr
- crayola silly putty3K/yr
- silly putty original4K/yr
What reviews say buyers love and hate about Silly Putty
What buyers mention most, as a share of all reviews.
What buyers love
74% of reviews“Great variety”
“The description of this item is very accurate”
“Work great”
“Works well to increase grip strength”
“Great value”
What buyers complain about
67% of reviews“only one size functions as thera putty”
“These are a lot more stiff than the ones you will use in therapy because the later gets used so much”
“I had concerns the putty may have dried put”
“it doesnt stick for a while”
“I initially thought the extra soft would be too easy”
Silly Putty return rate & reasons
Why buyers send it back, as a share of all return requests.
0.9%
Return rate
41%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Silly Putty questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
