sushi toy
Skip itA small market ($30K/yr) — this niche doesn't clear our bar today.
Returns
Great1.6%return rate — above 5% kills the launch gate
Avg price
Great$15.42avg listing price — sweet spot $15–$100
Brand share
Good63%top-5 brand share — brands hold most of the demand
Review moat
Good885avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Good$7.01–$23.56cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+18.9%90-day search growth — must beat 0% to launch
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Conversion
Okay2.2%search→purchase rate — share of searches ending in a sale
Market size
Bad$30K$30K/yr · 88K searches
According to Flapen's Amazon United States niche tracking, sushi toy is a $30K/yr Amazon United States market (88K searches/yr). The top 5 brands hold 63% of demand. Demand peaks in Dec. Verdict: Skip it — 48/100.
Data updated Jul 31, 2026 · scored weekly · How we score niches
sushi toy market data
- Units sold / yr
- 2K–3K
- avg 100–250/product
- Revenue / yr
- $31K–$39K
- units × avg price
- Conversion rate
- 2.2%
- Avg BSR
- #1,526
- Page quality
- 0%
- Prime
- 86%
- Sponsored
- 71%
- Out of stock
- 9.0%
- Avg brand age
- 31 months
- Avg seller age
- 168 days
Competition & brand share
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
19 rising
Sellers
44
Top-5 brand share
63%
Top 20: 100%
Top-5 click share
59%
Top 20: 99%
Open market
32%
- MindWare23%
- Melissa & Doug18%
- WHAT DO YOU MEME?9%
- WoodenEdu7%
- Liberty Imports5%
- LONG XIN SERIES5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +18.9% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 3.0×
Top sushi toy search terms
- sushi squishy28K/yr
- sushi toy23K/yr
- sushi toys11K/yr
- sushi toys for kids10K/yr
- melissa and doug sushi7K/yr
- sushi play set5K/yr
- melissa and doug sushi set4K/yr
Top sushi toy 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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
MindWare Foodie Fidgets Sushi Tray Set of Squishy Toys for Kids and Adults - Ages 5 and Up
MindWare$19.894.2★36 rev
Melissa & Doug Sushi Slicing Wooden Play Food Set
Melissa & Doug$18.104.8★3,668 rev
Emotional Support Sushi by Relatable - Cuddly Stuffed Animals and Toys Squishy Toys and Plushies Back to School Gifts and Desk Accessories for All Ages - Includes 5 Plushies with Carrying Basket
WHAT DO YOU MEME?$16.494.8★8,443 rev
WoodenEdu Sushi Slicing Play Food Set Wooden Pretend Play Kitchen Toys for Kids 3+ Sushi Food Play Learning Toy for Girls Boys
WoodenEdu$15.444.8★160 rev
Authentic Japanese Sushi Bento Box Pretend Play Dinner Food Set - 19 Piece Cutting Food Toy Play Set for Kids
Liberty Imports$14.944.5★340 rev
Newest
by launch date
Sushi Stress Balls Squishy 2.4in Shrimp Rice Roll Stress Ball Crunchy Bead Filled Non Rebound Handmade Anxiety Relief Cute Realistic Food Soft Sticky Silicone Squeeze Toy(1pc)
DAGAHE$12.600 rev
watchitude Knead that Sushi - Chunky Squishy Plush - Blind Box.
watchitude$19.694 rev
GUND Pusheen Bento Sushi Roll 11-Inch Plush Toy for Ages 8+
GUND$19.4728 rev
ORB Tabalicious Snackies TABA Squishy Dog Sushi Roll Toy - Cute Sticky TABA Squishy Food Themed Animal Stress Ball Squishies - Fun Soft Kawaii Sensory Fidget Toys and Gifts for Kids and Adults
The Orb Factory$7.019 rev
Emotional Support Sushi by Relatable - Cuddly Stuffed Animals and Toys Squishy Toys and Plushies Back to School Gifts and Desk Accessories for All Ages - Includes 5 Plushies with Carrying Basket
WHAT DO YOU MEME?$16.498,443 rev
Trending
90-day click momentumwatchitude Knead that Sushi - Chunky Squishy Plush - Blind Box.
watchitude$19.692.7★
Sushi Stress Balls Squishy 2.4in Shrimp Rice Roll Stress Ball Crunchy Bead Filled Non Rebound Handmade Anxiety Relief Cute Realistic Food Soft Sticky Silicone Squeeze Toy(1pc)
DAGAHE$12.600.0★
GUND Pusheen Bento Sushi Roll 11-Inch Plush Toy for Ages 8+
GUND$19.475.0★
Tobar Scrunchems Sushi Squish Ball - Stress Relief Squeeze Ball Toy
SCRUNCHEMS$14.093.8★
LONG XIN SERIES 6 Pcs Fake Sushi Prop for Restaurant Display
LONG XIN SERIES$10.614.4★
What buyers say about sushi toy
What buyers praise and complain about, mined from review topics.What buyers love
“Great fun”
“Love pushed products, well made”
“Gift worthy”
“The Cutest, softest plushie”
“As pictured”
“Durable”
“It is a decent size”
“Cute plush collection with fun theme”
“They are very fluffy”
“Ease for use and learning”
What buyers complain about
“weak magnet”
“Not well made”
“junky adhesive”
“I misread the size”
“Not going to last long”
“The torch didnt work”
“as other comments have mentioned these have a very strong chemical / paint smell which is disappointing”
“Too many small parts to keep track of”
“one piece for 10$ Picture is misleading”
“For the price, I would say, not worth it”
Top return reasons
Common questions
- Is sushi toy profitable to sell on Amazon United States?
- The niche generates $30K/yr across 21 tracked products. 3 of 6 products launched in the last 360 days are still selling. 90-day search growth is +18.9%. Flapen's verdict: Skip it (48/100).
- How competitive is the sushi toy niche?
- 19 brands and 44 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 63% of demand.
- What do buyers complain about in sushi toy?
- Top complaints mined from reviews: Magnetic Strength/Adsorption, Quality-Overall, Adhesion/Stickiness. The return rate is 1.6%.
- When does demand for sushi toy peak?
- Demand peaks in Dec; the busiest month runs 3.0× the quietest.
- What does it cost to enter the sushi toy niche?
- Listings span $7.01–$23.56; the average listing price is $15.42 (sweet spot $15–$100). The average incumbent carries 885 reviews — the moat a new listing must climb.