Why does prima marketing sell these moulds on amazon for less than they require retailers to sell in their stores? seems to price the retailer out of.

Based on my albeit limited understanding of retail selling, the retailer also needs to make a profit from the sales so if prima sells more cheaply, it simply doesn’t reflect that final markup.

Can you bake clay in this or is it only for air dried clay

You may use polymer clay, however, after pressing clay into mould invert the mould and slowly pull mould away to loosen and remove the clay. Then you can bake the clay shapes on a dedicated oven-safe sheet. The mould does not go into the oven.

I would not place the mould into the oven. Use polymer clay to create the shapes but remove from the mould before baking.

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