Modeling Clay Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Modeling Clay sales on Amazon US totaled 207,700 units in July 2026 (▲ 10.5% vs. the prior month), generating an estimated $3,019,063 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 68.8% of unit volume and 61.6% of revenue, while a typical listing is priced at $17.28. The keyword itself pulled 32,980 Amazon queries over the same period (▲ 16.4% MoM).
Zooming out to the 12-month window ending July 2026, the modeling clay Top 50 moved 2,604,600 units and $37,140,339 in cumulative sales — an average of 217,050 units and $3,095,028 per month. Monthly throughput topped out at 424,700 units in December 2025 and dipped to 109,500 in May 2026, leaving the latest reading 11.2% lower than August 2025.
Modeling Clay Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
207.7K
▲ 10.5% MoM
Monthly Revenue 2026/07
$3M
▼ 1.3% MoM
Top 10 Market Share 2026/07
68.8%
Modeling Clay Market Share & Sales Concentration on Amazon US — July 2026
The most-sold modeling clay listing on Amazon US in July 2026 is ASIN B00JM5GW10 (Brand: Play-Doh), which sold 50,000 units at $4.29 apiece — equal to 24.1% of every unit tracked in this report and 2.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 143,000 units and $1,860,790 in July 2026 — 68.8% of unit volume and 61.6% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Modeling Clay' on Amazon
July 2026
Is 68.8% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B00JM5GW10
Play Doh Modeling Compound 10-Pack Case of Assorted Colors, Non-Toxic 2 oz. Cans, Back to School Gifts, Prizes, & Party Favors, Preschool Toys for Kids, Ages 2+ (Amazon Exclusive)
50K
▲ 66.7%vs. prior month
$399.5K
latest month
12-month trend
B07BC44JFC
Play-Doh Jewel Colors Bulk 12-Pack of 4-Ounce Cans | Back to School, Prizes & Party Favors, Kids Arts & Crafts, Preschool Toys, Ages 2+ (Amazon Exclusive)
20K
▲ 100.0%vs. prior month
$231.2K
latest month
12-month trend
B089T7PX27
Crayola Air Dry Clay (5lbs), Teacher Supplies, Natural White Modeling Clay for Kids, Sculpting Material, Bulk Craft Supplies for Art Classrooms
20K
▲ 0.0%vs. prior month
$236.8K
latest month
12-month trend
B009CAPYR8
Play-Doh Modeling Compound 24-Pack Case of Colors, Non-Toxic, 3 Oz Cans of Assort. Colors, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
10K
▲ 25.0%vs. prior month
$219.9K
latest month
12-month trend
B00JM5GZGW
Play-Doh Modeling Compound 36-Pack Case of Colors, Non-Toxic, 3 Oz Cans of Assort. Colors, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
10K
▼ 50.0%vs. prior month
$273K
latest month
12-month trend
B0DCFPTLLF
MuseLuxe Air Dry Clay - 32 Colors Modeling Clay Kit with 3 Sculpting Tools | Safe & Non-Toxic,Crafts DIY Magic Gifts Toys for Boys,Girls,Kids
10K
▲ 0.0%vs. prior month
$79.9K
latest month
12-month trend
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Best Modeling Clay Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Play-Doh is the best-performing modeling clay brand in July 2026, moving 90,000 units across 4 ASINs for 62.9% of Top 10 volume. Crayola follows with 20,000 units (14.0%), ahead of MuseLuxe on 10,000 units (7.0%).
With 7 brands splitting the Top 10 and 83.9% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $7.99 to $17.19, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Play-Doh
4 ASINs in Top 10
62.9%
Units
90K
Revenue
$1.1M
Avg. price
$17.19
B00JM5GW10
$4.29·★4.7·69.1K revsPlay Doh Modeling Compound 10-Pack Case of Assorted Colors, Non-Toxic 2 oz. Cans, Back to School Gifts, Prizes, & Party Favors, Preschool Toys for Kids, Ages 2+ (Amazon Exclusive)
Units sold50KB07BC44JFC
$13.49·★4.8·25.6K revsPlay-Doh Jewel Colors Bulk 12-Pack of 4-Ounce Cans | Back to School, Prizes & Party Favors, Kids Arts & Crafts, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold20KB009CAPYR8
$21.99·★4.8·27.9K revsPlay-Doh Modeling Compound 24-Pack Case of Colors, Non-Toxic, 3 Oz Cans of Assort. Colors, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold10KB00JM5GZGW
$28.99·★4.8·28.7K revsPlay-Doh Modeling Compound 36-Pack Case of Colors, Non-Toxic, 3 Oz Cans of Assort. Colors, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold10K
Crayola
1 ASIN in Top 10
14.0%
Units
20K
Revenue
$236.8K
Avg. price
$11.24
B089T7PX27
$11.24·★4.6·24.9K revsCrayola Air Dry Clay (5lbs), Teacher Supplies, Natural White Modeling Clay for Kids, Sculpting Material, Bulk Craft Supplies for Art Classrooms
Units sold20K
MuseLuxe
1 ASIN in Top 10
7.0%
Units
10K
Revenue
$79.9K
Avg. price
$7.99
B0DCFPTLLF
$7.99·★4.5·1.5K revsMuseLuxe Air Dry Clay - 32 Colors Modeling Clay Kit with 3 Sculpting Tools | Safe & Non-Toxic,Crafts DIY Magic Gifts Toys for Boys,Girls,Kids
Units sold10K
Trending Modeling Clay Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B008R86AOW booked 5K units at $10.99, with ▲ 25.0% MoM change. On the growth side, B07SNX6BPK leads positive momentum with ▲ 400.0% MoM growth on 1K units, with B009C98Q6K close behind at ▲ 233.3% MoM on 1K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B008R86AOW
Sculpey Original White Polymer Oven Bake Clay - 1 lb Modeling Clay for | Non-toxic white sculpting clay for kids and adults, stays soft until baked, ideal for DIY school projects and home decor
Price
$10.99
Rating
4.7
Reviews
2.7K
Latest month sales
B07SNX6BPK
Hygloss Play Modeling Dough for Kids, White, 3lb, Unscented | Clay for Toddler Activities, Sensory Dough, Arts and Crafts, Safe and Non-Toxic, Preschool Classroom Must-Haves, Tub
Price
$15.99
Rating
3.7
Reviews
335
Latest month sales
B009C98Q6K
Cra-Z-Art Modeling Clay, 17.5 oz, 24 Count (10901)
Unlock to view ASIN details and product titles
Price
$4.24
Rating
4.6
Reviews
1.4K
Latest month sales
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