Silly Putty Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Silly Putty sales on Amazon US totaled 201,000 units in July 2026 (▲ 8.3% vs. the prior month), generating an estimated $2,416,276 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 72.6% of unit volume and 69.7% of revenue, while a typical listing is priced at $13.53. The keyword itself pulled 24,190 Amazon queries over the same period (▲ 8.4% MoM).
Zooming out to the 12-month window ending July 2026, the silly putty Top 50 moved 2,599,600 units and $32,640,876 in cumulative sales — an average of 216,633 units and $2,720,073 per month. Monthly throughput topped out at 429,700 units in December 2025 and dipped to 91,000 in May 2026, leaving the latest reading 12.5% lower than August 2025.
Silly Putty 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
201K
▲ 8.3% MoM
Monthly Revenue 2026/07
$2.4M
▼ 2.4% MoM
Top 10 Market Share 2026/07
72.6%
Silly Putty Market Share & Sales Concentration on Amazon US — July 2026
The most-sold silly putty listing on Amazon US in July 2026 is ASIN B00JM5GW10 (Brand: Play-Doh), which sold 50,000 units at $4.29 apiece — equal to 24.9% of every unit tracked in this report and 2.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 146,000 units and $1,684,760 in July 2026 — 72.6% of unit volume and 69.7% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Silly Putty' on Amazon
July 2026
Is 72.6% 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
B087N9N6HH
Play Doh Bulk Handout 42-Pack of 1-Ounce Modeling Compound Cans, Back to School Gifts, Prizes, & Party Favors, Kids Arts & Crafts, Preschool Toys, Ages 2+ (Amazon Exclusive)
10K
▲ 25.0%vs. prior month
$165.1K
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
B08BGW19DK
Gorilla Removable Mounting Putty Reusable & Repositionable Adhesive 84 Count Pre-Cut Squares (Pack of 3) Holds 2 lbs Back to School Supplies for Teachers Students Parents, Indoor Outdoor
10K
▲ 42.9%vs. prior month
$99.8K
latest month
12-month trend
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Best Silly Putty Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Play-Doh is the best-performing silly putty brand in July 2026, moving 108,000 units across 6 ASINs for 74.0% of Top 10 volume. GORILLA follows with 10,000 units (6.8%), ahead of Feosky on 10,000 units (6.8%).
With 5 brands splitting the Top 10 and 87.7% 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 $6.99 to $17.87, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Play-Doh
6 ASINs in Top 10
74.0%
Units
108K
Revenue
$1.5M
Avg. price
$17.87
B00JM5GW10
$4.29·★4.7·69K 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·★4.8·25.5K 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 sold20KB087N9N6HH
$16.99·★4.9·17.4K revsPlay Doh Bulk Handout 42-Pack of 1-Ounce Modeling Compound Cans, Back to School Gifts, Prizes, & Party Favors, Kids Arts & Crafts, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold10KB009CAPYR8
$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 sold10KB09NRS8C5Y
$21.49·★4.8·10K revsPlay-Doh Ultimate Color Collection 65-Pack of 1-oz Cans, Includes Sparkle, Confetti & Color Burst, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold8K
GORILLA
1 ASIN in Top 10
6.8%
Units
10K
Revenue
$99.8K
Avg. price
$9.54
B08BGW19DK
$9.54·★4.6·12.7K revsGorilla Removable Mounting Putty Reusable & Repositionable Adhesive 84 Count Pre-Cut Squares (Pack of 3) Holds 2 lbs Back to School Supplies for Teachers Students Parents, Indoor Outdoor
Units sold10K
Feosky
1 ASIN in Top 10
6.8%
Units
10K
Revenue
$67K
Avg. price
$6.99
B0DJSR1DFQ
$6.99·★4.3·2.3K revsFeosky Adhesive Poster Sticky Tack Putty, Reusable and Removable Adhesive Putty, 120PCS, Mounting Putty for displaying Wall Paintings, Museum Art Photography, Picture, Crafts (White, Pack of 1)
Units sold10K
Trending Silly Putty 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: B08BGW19DK booked 10K units at $9.54, with ▲ 42.9% MoM change. On the growth side, B0DMTXMXG3 leads positive momentum with ▲ 500.0% MoM growth on 300 units, with B0GHB4Z9TR close behind at ▲ 400.0% 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.
B08BGW19DK
Gorilla Removable Mounting Putty Reusable & Repositionable Adhesive 84 Count Pre-Cut Squares (Pack of 3) Holds 2 lbs Back to School Supplies for Teachers Students Parents, Indoor Outdoor
Price
$9.54
Rating
4.6
Reviews
12.7K
Latest month sales
B0DMTXMXG3
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
$11.99
Rating
4.4
Reviews
294
Latest month sales
B0GHB4Z9TR
Play-Doh 50-Pack Refill Color Sticks, Bulk Prizes & Favors, Assorted Colors, 1 Ounce Each, Individually Wrapped
Unlock to view ASIN details and product titles
Price
$14.99
Rating
5.0
Reviews
49
Latest month sales
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