Is splash mat profitable to sell on Amazon United Kingdom?

The niche generates £73K/yr across 19 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is -3.5%. Flapen's verdict: Skip it (43/100).

How competitive is the splash mat niche?

14 brands and 44 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 78% of demand.

What do buyers complain about in splash mat?

Top complaints mined from reviews: Size-Overall, Thickness, Ease Of Cleaning. The return rate is 0.8%.

When does demand for splash mat peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the splash mat niche?

Listings span £3.31–£16.62; the average listing price is £9.21 (sweet spot $15–$100). The average incumbent carries 980 reviews — the moat a new listing must climb.

splash mat

Skip it

Prices mostly outside the sweet spot ($3.31–$16.62) — this niche doesn't clear our bar today.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Review moat

Good979.74

avg incumbent reviews — the moat a new listing must climb

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Conversion

Good4.3%

search→purchase rate — share of searches ending in a sale

Brand share

Okay78%

top-5 brand share — brands hold most of the demand

Competition

Okay60%

top-5 click share — leaders hold, buyers still browse

Avg price

Okay£9.21

avg listing price — sweet spot $15–$100

Growth

Bad-3.5%

90-day search growth — must beat 0% to launch

Market size

Bad£73K

£73K/yr · 181K searches

Price range

Bad£3.31–£16.62

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, splash mat is a £73K/yr Amazon United Kingdom market (181K searches/yr). The top 5 brands hold 78% of demand. Verdict: Skip it — 43/100.

Data updated Jul 18, 2026 · scored weekly · How we score niches

splash mat market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: £74K–£92K; units × avg price
Conversion rate: 4.3%
Avg BSR: #45
Page quality: 0%
Prime: 100%
Sponsored: 74%
Out of stock: 7.7%
Avg brand age: 37 months
Avg seller age: 177 days

Competition & brand share

The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.

Brands

14 falling

Sellers

Top-5 brand share

78%

Top 20: 100%

Top-5 click share

60%

Top 20: 100%

Open market

18%

qhydz22%
Vicloon22%
Blissful Diary12%
WOMUMON11%
First Steps11%
BolAAzuL5%
Open — no brand owns it (8 brands, 18%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -3.5% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top splash mat search terms

splash mat31K/yr +52.3%1.6% conv.
splash mat for under highchair22K/yr -15.0%4.3% conv.
high chair splash mat21K/yr -16.8%3.5% conv.
messy mat20K/yr -28.1%3.1% conv.
baby splash mat6K/yr +30.3%2.5% conv.
high chair mat9K/yr -21.3%5.0% conv.
highchair splash mat10K/yr -24.7%4.3% conv.
splat mat7K/yr -8.3%2.5% conv.
mat for under high chair6K/yr -4.5%6.7% conv.
messy play mat10K/yr -40.1%2.3% conv.

All search terms

Top splash mat 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Baby Highchair Splash Mat Waterproof Wipeable Mess Mat for Toddler Weaning and Feeding Anti-Slip Under Chair Floor Protector Baby Care Accessory

qhydz£8.284.5★1,052 rev

Vicloon Easy Cleaning Splash Mat 52 Highchair Splash Mat Baby Splat Floor Mat Washable Spill Mat Waterproof Messy Mat Highchair Weaning Mat for Under High Chair/Arts/Crafts

Vicloon£7.654.4★1,000 rev

RSW Highchair No Mess Floor Mat

First Steps£3.593.9★438 rev

Blissful Diary Baby Splat Mat for Under High Chair 128 x 128 cm (50.4 x 50.4) Inch Wipeable Splash Mat Waterproof and Washable Anti-Slip Floor Protector Sage Green

Blissful Diary£11.584.2★125 rev

51 Baby Splat Mat for Under High Chair/Arts/Crafts Womumon Washable Splash Mat Waterproof Anti-slip Floor Protector Portable and Reusable Table Cloth (Star 130x130cm)

WOMUMON£11.774.6★3,977 rev

Newest

by launch date

Splash Pad for Kids 49 Non-Slip Durable Water Sprinkler for Kids Garden Water Toys Sprinkler Pad Outdoor Water Play Sprinklers Safe Fun & Family-Friendly Summer Pool for Toddlers

Raisand£10.7029 rev

3mo ago

Blissful Diary Baby Splat Mat for Under High Chair 50.4 x 50.4 Inch Wipeable Splash Mat Waterproof and Washable Anti-Slip Floor Protector Boho Rainbow

Blissful Diary£11.33125 rev

5mo ago

Blissful Diary Baby Splat Mat for Under High Chair 128 x 128 cm (50.4 x 50.4) Inch Wipeable Splash Mat Waterproof and Washable Anti-Slip Floor Protector Sage Green

Blissful Diary£11.58125 rev

6mo ago

Blissful Diary Baby Splat Mat for Under High Chair 128 x 128 cm (50.4 x 50.4) Inch Wipeable Splash Mat Waterproof and Washable Anti-Slip Floor Protector Blush Pink

Blissful Diary£11.50125 rev

6mo ago

High Chair Splash Floor Mat Unicorn Castle Waterproof Washable Slip Splash Mat for Under High Chair Food Catcher Brown Rainbow 107x117cm

Unicorn Castle£9.33140 rev

1y ago

What buyers say about splash mat

What buyers praise and complain about, mined from review topics.

What buyers love

Ease Of Cleaning20%

“Keeps floor clean”

Quality-Overall8%

“Good quality mat”

Size-Overall7%

“Right size”

Fun/Entertainment Experience7%

“Great fun for kids and dogs”

Value For Money6%

“Great value for money”

Advertised Vs Actual Product5%

“As advertised”

Ease Of Use5%

“Such an easy”

Water Resistance5%

“Waterproof layer fully protects the floor”

Material Quality4%

“The material also feels durable”

Durability3%

“Has many uses in our house”

What buyers complain about

Size-Overall10%

“it is quite large”

Thickness8%

“the plastic material feels thin”

Ease Of Cleaning8%

“Does not wipe clean unfortunately”

Thin7%

“Really Thin”

Water Resistance7%

“Not waterproof”

Value For Money6%

“Waste of money”

Grip5%

“Not anti slip”

Quality-Overall5%

“Extremely poor quality”

Adhesion/Stickiness4%

“it doesnt stick to the floor”

Strength4%

“its still incredibly flimsy”

Top return reasons

Size-Overall23%

Thin17%

Material Quality9%

Grip8%

Quality-Overall8%

Strength4%

Advertised Vs Actual Product3%

Functionality-Overall3%

Water Resistance3%

Connectivity-Overall2%

Common questions

Is splash mat profitable to sell on Amazon United Kingdom?: The niche generates £73K/yr across 19 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is -3.5%. Flapen's verdict: Skip it (43/100).
How competitive is the splash mat niche?: 14 brands and 44 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 78% of demand.
What do buyers complain about in splash mat?: Top complaints mined from reviews: Size-Overall, Thickness, Ease Of Cleaning. The return rate is 0.8%.
When does demand for splash mat peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the splash mat niche?: Listings span £3.31–£16.62; the average listing price is £9.21 (sweet spot $15–$100). The average incumbent carries 980 reviews — the moat a new listing must climb.