---
title: "Smooshy Mushy — $102K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/toys-games/smooshy-mushy"
last_updated: "2026-08-08T11:50:24.919Z"
locale: en
meta:
description: "Niche score 42/100 · $102K/yr market · 664K searches/yr · $33.25 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · $102K/yr market · 664K searches/yr · $33.25 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Smooshy Mushy — $102K/yr Amazon US Niche (2026) - Flapen"
---
# **smooshy mushy**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 25Growth 27Conversion 6Competition 22Returns 98Price range 83Avg price 95Brand share 0Review moat 72Quality gap 76
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****$33.25**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$6.63–$106.07**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Good****606.36**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Okay****+1.9%**
90-day search growth — must beat 0% to launch
**Market size**
**Okay****$102K**
$102K/yr · 664K searches
**Competition**
**Bad****73%**
top-5 click share — a locked-up shelf
**Conversion**
**Bad****0.5%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Signals**[** Out of Stock**](https://flapen.com/research/niches?market=us&signal=out_of_stock "OOS rate > 10%")
According to Flapen's Amazon United States niche tracking, smooshy mushy is a $102K/yr Amazon United States market (664K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 42/100.
Data updated Jul 31, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **smooshy mushy market data**
- **Units sold / yr**
- **6K–8K**
- avg 500–750/product
- **Revenue / yr**
- **$200K–$266K**
- units × avg price
- **Conversion rate**
- **0.5%**
- **Avg BSR**
- **#2,367**
- **Page quality**
- **0%**
- **Prime**
- **50%**
- **Sponsored**
- **0%**
- **Out of stock**
- **17.0%**
- **Avg brand age**
- **33 months**
- **Avg seller age**
- **133 days**
## **Competition & brand share**
The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**5 **—flat
**Sellers**
**39**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**73%**
Top 20: 100%
**Open market**
**0%**
- Num Noms54% - MGA Entertainment32% - Poopsie9% - Yummiland3% - Giochi Preziosi2%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +1.9% search growth over the last 90 days.
20K15KHoliday '24Spike '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 1.9×
[**Open Trend **](https://flapen.com/research/us/toys-games/smooshy-mushy/trend)
## **Top smooshy mushy search terms**
- **num noms**292K/yr+7.5%0.7% conv. - **nom noms**75K/yr-6.5%0.7% conv. - **poopsie**51K/yr+5.0%0.1% conv. - **poopsie slime surprise**44K/yr-7.0%0.3% conv. - **nom noms toys**26K/yr-2.7%1.0% conv. - **num nom**21K/yr+12.4%1.0% conv. - **num noms toys**29K/yr-6.6%0.5% conv. - **num nums**23K/yr-9.9%0.7% conv. - **nom nom**18K/yr-6.6%0.5% conv. - **numnoms**12K/yr+36.1%0.9% conv. [**All search terms **](https://flapen.com/research/us/toys-games/smooshy-mushy/search-terms)
## **Top smooshy mushy 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%10%$10K20%$20K30%$30K40%$41K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 14 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Num Noms Snackables Dippers Series 2-1 Toy**Num Noms**$6.63**4.4★1,384 rev](https://www.amazon.com/dp/B07B8KKK6B) [2**Num Noms Mystery Pack Series 6-2**MGA Entertainment**$14.92**4.2★433 rev](https://www.amazon.com/dp/B07FYYJDWM) [3**Num Nom Snackable Dippers | One Random**MGA Entertainment**$10.18**4.3★107 rev](https://www.amazon.com/dp/B09SWJ3LF8) [4**Num Noms Series 2 Mystery Packs - Assortment of 6 No Bundle**Num Noms**$60.77**4.2★177 rev](https://www.amazon.com/dp/B01FSVJI0S) [5**Num Noms Snackables Series 2-1 Snow Cones Original Version (551980)**Num Noms**$46.35**4.4★613 rev](https://www.amazon.com/dp/B07B8BBYCN)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Yummiland Num Noms Body Scent Series 2 3-Pack**Yummiland**$8.26**21 rev1y ago](https://www.amazon.com/dp/B0DQK539CG) [**Num Nom Snackable Dippers | One Random**MGA Entertainment**$10.18**107 rev4y ago](https://www.amazon.com/dp/B09SWJ3LF8) [**Poopsie Slime Surprise Drop 4 Fast Food with Two D.I.Y. Slimes Multicolor**Poopsie**$21.50**641 rev6y ago](https://www.amazon.com/dp/B07XSQ72X8) [**M.G.A. Entertainment 560715E7C Collectable Figure Multicoloured**Num Noms**$10.34**11 rev7y ago](https://www.amazon.com/dp/B07QDZHN93) [**Num Noms Mystery Makeup with Hidden Cosmetics Inside 1-2**Num Noms**$36.31**59 rev7y ago](https://www.amazon.com/dp/B07JP6TWP3)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Giochi Preciosi Num Noms Smooshcakes Soft and Scented Characters Assorted Models**Giochi Preziosi**$37.78**0.0★**▲ 238%**](https://www.amazon.com/dp/B07MY43C4M) [**MGA Num Noms - Surprise in A Jar Series 2 - 8737**MGA Entertainment**$27.84**4.4★**▲ 233%**](https://www.amazon.com/dp/B073V4N7LX) [**Poopsie Slime Surprise Drop 4 Fast Food with Two D.I.Y. Slimes Multicolor**Poopsie**$21.50**4.2★**▲ 175%**](https://www.amazon.com/dp/B07XSQ72X8) [**Num Noms Mystery Makeup with Hidden Cosmetics Inside 1-2**Num Noms**$36.31**4.0★**▲ 160%**](https://www.amazon.com/dp/B07JP6TWP3) [**Num Noms Mystery Pack Series 7-1**MGA Entertainment**$17.90**3.8★**▲ 44%**](https://www.amazon.com/dp/B07P8QGGTC)
**~~View all trending →~~**
## **What buyers say about smooshy mushy**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**45%
*“adorable figure toy”*
**Value For Money**16%
*“Happy with the price”*
**Smell**10%
*“it smells really good”*
**Developmental Needs**10%
*“Great for your kids”*
**Quality-Overall**7%
*“Good quality, so cute”*
**Size-Overall**1%
*“fit on the shimmer container just fine”*
**Gifting Purpose**1%
*“This is a very giftable item”*
**Material Quality**1%
*“Made with high quality materials”*
### **What buyers complain about **
**Value For Money**23%
*“Really expensive”*
**Smell**18%
*“slime smelled funky”*
**Quality-Overall**18%
*“got scared reading the bad reviews”*
**Size-Overall**12%
*“It is small”*
**Color**9%
*“But in both packages the color changes ones looked dirty”*
**Advertised Vs Actual Product**5%
*“Terrible - misleading”*
### **Top return reasons **
**Size-Overall**26%
**Value For Money**18%
**Advertised Vs Actual Product**16%
**Defective Material/Parts**9%
**Moist/Dry**6%
**Quality-Overall**6%
**Brightness/Shine/Glow**6%
**Smell**5%
**Color**5%
**Product Condition**2%
## **Common questions**
- **Is smooshy mushy profitable to sell on Amazon United States?**
- The niche generates $102K/yr across 14 tracked products. 90-day search growth is +1.9%. Flapen's verdict: Skip it (42/100).
- **How competitive is the smooshy mushy niche?**
- 5 brands and 39 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in smooshy mushy?**
- Top complaints mined from reviews: Value For Money, Smell, Quality-Overall. The return rate is 0.4%.
- **When does demand for smooshy mushy peak?**
- Demand peaks in Nov–Dec; the busiest month runs 1.9× the quietest.
- **What does it cost to enter the smooshy mushy niche?**
- Listings span $6.63–$106.07; the average listing price is $33.25 (sweet spot $15–$100). The average incumbent carries 606 reviews — the moat a new listing must climb.
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