foam mats
Worth a lookShows low returns (0.8%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.8%return rate — above 6% kills the launch gate
Growth
Great+108.9%90-day search growth — must beat 0% to launch
Price range
Great£5.83–£52.74cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Great58%top-5 brand share — no brand owns this niche
Avg price
Good£14.78avg listing price — sweet spot $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Review moat
Good1,488.46avg incumbent reviews — the moat a new listing must climb
Market size
Okay£153K£153K/yr · 593K searches
Conversion
Bad1.8%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, foam mats is a £153K/yr Amazon United Kingdom market (593K searches/yr). The top 5 brands hold 58% of demand. Demand peaks in May–Jun–Jul. Verdict: Worth a look — 64/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
foam mats market data
- Units sold / yr
- 13K–15K
- avg 500–750/product
- Revenue / yr
- £185K–£222K
- units × avg price
- Launch success
- —
- 3 of 4 new (360d)
- Conversion rate
- 1.8%
- Avg BSR
- #24
- Page quality
- 0%
- Prime
- 51%
- Sponsored
- 89%
- Out of stock
- 1.7%
- Avg brand age
- 40 months
- Avg seller age
- 189 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
25 rising
Sellers
34
Top-5 brand share
58%
Top 20: 95%
Top-5 click share
50%
Top 20: 84%
Open market
35%
- VISTA SPORTS18%
- Harbour Housewares14%
- kidoola11%
- BeMaxx8%
- Yum Yum's7%
- ComFy Mat6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +108.9% search growth over the last 90 days.Peak months: May, Jun, Jul · busiest ÷ quietest = 2.6×
Top foam mats search terms
- foam mats233K/yr
- interlocking foam mats45K/yr
- foam floor mats36K/yr
- foam mat39K/yr
- interlocking floor mats57K/yr
- foam tiles26K/yr
- foam floor tiles44K/yr
- large foam mats13K/yr
- foam mats 60cm x 60cm7K/yr
- interlocking foam mats 60 x 607K/yr
Top foam mats 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 35 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Exercise Foam Mat - Anti fatigue Protective Interlocking Puzzle EVA Floor Tiles with Edges - Gym Flooring Mats - Non slip Rubber Cushion for Underlay (Black 4 Tiles (16 Square Feet))
VISTA SPORTS£7.514.4★391 rev
Harbour Housewares Gym Flooring Mats - 60 x 60cm - Pack of 16 Large Black Heavy Duty EVA Non-Slip Rubber Matting Floor Tiles for Exercise Home Garage Pool Treadmill Workout Equipment
Harbour Housewares£25.484.4★88 rev
Yum Yums 18 Pack of Multi Colour Baby Play Mat 29x29cm EVA Foam Mats for Kids Soft & Non Slip Interlocking Floor Mats Waterproof 7mm Thick Foam Play Mat -Safe and Comfortable for Children
Yum Yum's£10.874.5★203 rev
ComFy Mat Gym Flooring Mat Foam Exercise Mats Interlocking Puzzle EVA Floor Tiles Non slip Rubber Cushion For Home Workout Bonus Adhesives 24X24(60x60cm) Black 4 TILES (16 Square Feet)
ComFy Mat£13.234.4★9,002 rev
kidoola Foam Baby Play Mat (29x29cm) Thick & Soft EVA Foam Interlocking Floor Tile Matting for Children Large Multi Colour Safe & Comfortable 7mm Thick Play Flooring (9pc)
kidoola£7.964.3★2,540 rev
Newest
by launch date
eMKay 9pcs GREY Interlocking Foam Floor Mat 29x29cm | Eva Soft Puzzle Floor Tiles | Non Slip Cushioned Flooring For Home Gym Yoga Fitness Playroom Garage Workout Studio & Kids Play Area (GREY)
eMKay£6.640 rev
18Pc Interlocking Soft Foam Floor Mat - Exercise EVA Puzzle Tiles Protective Gym Flooring Ground Surface Protection Workout Underlay Matting Sports Pool Home Fitness Garage Gymnastic (Grey)
TRYN£13.2123 rev
Harbour Housewares Gym Flooring Mats - 60 x 60cm - Pack of 16 Large Black Heavy Duty EVA Non-Slip Rubber Matting Floor Tiles for Exercise Home Garage Pool Treadmill Workout Equipment
Harbour Housewares£25.4888 rev
Harbour Housewares Gym Flooring Mats - 60 x 60cm - Pack of 8 Large Black Heavy Duty EVA Non-Slip Rubber Matting Floor Tiles for Exercise Home Garage Pool Treadmill Workout Equipment
Harbour Housewares£13.4888 rev
ACOMOPACK Mat for Floor 1.3 Thick Memory Foam Play Mat Play Mat with Non-Slip Bottom for Living Room(39×59×1.3 Darkgrey)
ACOMOPACK£52.74327 rev
Trending
90-day click momentumeMKay 9pcs GREY Interlocking Foam Floor Mat 29x29cm | Eva Soft Puzzle Floor Tiles | Non Slip Cushioned Flooring For Home Gym Yoga Fitness Playroom Garage Workout Studio & Kids Play Area (GREY)
eMKay£6.640.0★
Harbour Housewares Gym Flooring Mats - 60 x 60cm - Pack of 16 Large Black Heavy Duty EVA Non-Slip Rubber Matting Floor Tiles for Exercise Home Garage Pool Treadmill Workout Equipment
Harbour Housewares£25.484.4★
BIGGAMATS | 12mm EVA Foam Fitness Interlocking Floor Exercise Mat 60 cm x 6 | Non-Slip Workout Mats for Home Workouts Gym Yoga & Training | Black Gym Flooring for Indoor and Outdoor Use
BiggaMats£20.704.8★
HAPBEAR Exercise Equipment Mat-60 x 30× 1/4 (152 x 76cm×6mm) Treadmill Mat Exercise Bike Mat Heavy-Duty Floor Protector Non-slip Noise Reduction Waterproof
HAPBEAR£25.274.6★
KAYMAN Yoga Mat Multi-Purpose Extra Thick Foam Exercise Mats Ideal Floor Mat for Pilates Stretching Resistance Workout & Therapy Home & Gym Equipment Accessory (Pink)
KAYMAN£7.974.4★
What buyers say about foam mats
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“Great size”
“Works as should do”
“Nice thick mat”
“a good price”
“Its comfortable”
“they are very soft”
“Easy to use”
“Cute colours too”
“Easy to assemble”
What buyers complain about
“Don't fit together”
“Garbage / temu”
“No strap included”
“expected it to be thicker”
“Not as advertised”
“Does have a bit of an odour”
“Wrong colour sent”
“then they still dont match up to connect”
“Slippery”
“Doesnt do much, still noisy treadmill when stepping on, disappointing”
Top return reasons
Common questions
- Is foam mats profitable to sell on Amazon United Kingdom?
- The niche generates £153K/yr across 35 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is +108.9%. Flapen's verdict: Worth a look (64/100).
- How competitive is the foam mats niche?
- 25 brands and 34 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 58% of demand.
- What do buyers complain about in foam mats?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Strap/String Quality. The return rate is 0.8%.
- When does demand for foam mats peak?
- Demand peaks in May–Jun–Jul; the busiest month runs 2.6× the quietest.
- What does it cost to enter the foam mats niche?
- Listings span £5.83–£52.74; the average listing price is £14.78 (sweet spot $15–$100). The average incumbent carries 1,488 reviews — the moat a new listing must climb.