---
title: "Splash Mat — £73K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/splash-mat"
last_updated: "2026-08-11T09:28:09.341Z"
locale: en
meta:
description: "Niche score 43/100 · £73K/yr market · 181K searches/yr · £9.21 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · £73K/yr market · 181K searches/yr · £9.21 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Splash Mat — £73K/yr Amazon UK Niche (2026) - Flapen"
---
# **splash mat**
**Skip it**
Prices mostly outside the sweet spot ($3.31–$16.62) — this niche doesn't clear our bar today.
Market size 18Growth 23Conversion 53Competition 41Returns 96Price range 12Avg price 27Brand share 46Review moat 63Quality gap 58
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Review moat**
**Good****979.74**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Good****4.3%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Okay****78%**
top-5 brand share — brands hold most of the demand
**Competition**
**Okay****60%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**44**
**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.
5K3KSpike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/baby-products/splash-mat/trend)
## **Top splash mat search terms**
- **splash mat**31K/yr+52.3%1.6% conv. - **splash mat for under highchair**22K/yr-15.0%4.3% conv. - **high chair splash mat**21K/yr-16.8%3.5% conv. - **messy mat**20K/yr-28.1%3.1% conv. - **baby splash mat**6K/yr+30.3%2.5% conv. - **high chair mat**9K/yr-21.3%5.0% conv. - **highchair splash mat**10K/yr-24.7%4.3% conv. - **splat mat**7K/yr-8.3%2.5% conv. - **mat for under high chair**6K/yr-4.5%6.7% conv. - **messy play mat**10K/yr-40.1%2.3% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/splash-mat/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.
0%10%£7K20%£15K30%£22K40%£29K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Baby Highchair Splash Mat Waterproof Wipeable Mess Mat for Toddler Weaning and Feeding Anti-Slip Under Chair Floor Protector Baby Care Accessory**qhydz**£8.28**4.5★1,052 rev](https://www.amazon.co.uk/dp/B0CBV7RSB2) [2**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**£7.65**4.4★1,000 rev](https://www.amazon.co.uk/dp/B0DSHZZ29B) [3**RSW Highchair No Mess Floor Mat**First Steps**£3.59**3.9★438 rev](https://www.amazon.co.uk/dp/B007LNKS1A) [4**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**£11.58**4.2★125 rev](https://www.amazon.co.uk/dp/B0FYPW42DY) [5**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**£11.77**4.6★3,977 rev](https://www.amazon.co.uk/dp/B07MG3J7WR)
**~~View all top sellers →~~**
### **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**£10.70**29 rev3mo ago](https://www.amazon.co.uk/dp/B0GTYQBVTS) [**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**£11.33**125 rev5mo ago](https://www.amazon.co.uk/dp/B0FYPNGCTP) [**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**£11.58**125 rev6mo ago](https://www.amazon.co.uk/dp/B0FYPW42DY) [**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**£11.50**125 rev6mo ago](https://www.amazon.co.uk/dp/B0FYPSKW71) [**High Chair Splash Floor Mat Unicorn Castle Waterproof Washable Slip Splash Mat for Under High Chair Food Catcher Brown Rainbow 107x117cm**Unicorn Castle**£9.33**140 rev1y ago](https://www.amazon.co.uk/dp/B0F9Y7GLS6)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£10.70**3.8★**▲ 269%**](https://www.amazon.co.uk/dp/B0GTYQBVTS) [**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**£11.33**4.2★**▲ 168%**](https://www.amazon.co.uk/dp/B0FYPNGCTP) [**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**£11.50**4.2★**▲ 150%**](https://www.amazon.co.uk/dp/B0FYPSKW71) [**Winthome Highchair Splash Mat for Babies Large Washable Weaning Mat Waterproof Anti-Slip (Alphabet 110x110cm)**Winthome**£8.09**4.8★**▲ 135%**](https://www.amazon.co.uk/dp/B0865RPXQP) [**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**£11.58**4.2★**▲ 129%**](https://www.amazon.co.uk/dp/B0FYPW42DY)
**~~View all trending →~~**
## **What buyers say about splash mat**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Ease Of Cleaning**20%
*“Keeps floor clean”*
**Quality-Overall**8%
*“Good quality mat”*
**Size-Overall**7%
*“Right size”*
**Fun/Entertainment Experience**7%
*“Great fun for kids and dogs”*
**Value For Money**6%
*“Great value for money”*
**Advertised Vs Actual Product**5%
*“As advertised”*
**Ease Of Use**5%
*“Such an easy”*
**Water Resistance**5%
*“Waterproof layer fully protects the floor”*
**Material Quality**4%
*“The material also feels durable”*
**Durability**3%
*“Has many uses in our house”*
### **What buyers complain about **
**Size-Overall**10%
*“it is quite large”*
**Thickness**8%
*“the plastic material feels thin”*
**Ease Of Cleaning**8%
*“Does not wipe clean unfortunately”*
**Thin**7%
*“Really Thin”*
**Water Resistance**7%
*“Not waterproof”*
**Value For Money**6%
*“Waste of money”*
**Grip**5%
*“Not anti slip”*
**Quality-Overall**5%
*“Extremely poor quality”*
**Adhesion/Stickiness**4%
*“it doesnt stick to the floor”*
**Strength**4%
*“its still incredibly flimsy”*
### **Top return reasons **
**Size-Overall**23%
**Thin**17%
**Material Quality**9%
**Grip**8%
**Quality-Overall**8%
**Strength**4%
**Advertised Vs Actual Product**3%
**Functionality-Overall**3%
**Water Resistance**3%
**Connectivity-Overall**2%
## **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.
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