Is carpet underlay profitable to sell on Amazon United Kingdom?

The niche generates £116K/yr across 24 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -22.7%. Flapen's verdict: Skip it (48/100).

How competitive is the carpet underlay niche?

15 brands and 13 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 77% of demand.

What do buyers complain about in carpet underlay?

Top complaints mined from reviews: Functionality-Overall, Grip, Value For Money. The return rate is 0.1%.

When does demand for carpet underlay peak?

Demand peaks in Oct–Nov; the busiest month runs 1.7× the quietest.

What does it cost to enter the carpet underlay niche?

Listings span £6.75–£43.70; the average listing price is £28.80 (sweet spot $15–$100). The average incumbent carries 275 reviews — the moat a new listing must climb.

carpet underlay

Skip it

Soft demand (-22.7% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Avg price

Incredible£28.80

avg listing price — sweet spot $15–$100

Review moat

Great275.42

avg incumbent reviews — the moat a new listing must climb

Price range

Great£6.75–£43.70

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Brand share

Okay77%

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

Competition

Okay57%

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

Market size

Okay£116K

£116K/yr · 261K searches

Conversion

Bad1.5%

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

Growth

Bad-22.7%

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

According to Flapen's Amazon United Kingdom niche tracking, carpet underlay is a £116K/yr Amazon United Kingdom market (261K searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 48/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

carpet underlay market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: £173K–£230K; units × avg price
Conversion rate: 1.5%
Avg BSR: #399
Page quality: 0%
Prime: 8%
Sponsored: 92%
Out of stock: 10.9%
Avg brand age: 54 months
Avg seller age: 172 days

Competition & brand share

The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.

Brands

15 rising

Sellers

Top-5 brand share

77%

Top 20: 100%

Top-5 click share

57%

Top 20: 95%

Open market

19%

SIXNEA23%
Silver Star16%
IMPERIAL STUDIOS16%
Underfoot13%
Smartdec8%
Royale5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -22.7% search growth over the last 90 days.

Peak months: Oct, Nov · busiest ÷ quietest = 1.7×

Open Trend

Top carpet underlay search terms

carpet underlay85K/yr -26.8%0.9% conv.
underlay72K/yr -18.1%1.1% conv.
underlay carpet47K/yr -23.3%1.5% conv.
carpet underlay 12mm19K/yr -19.6%2.3% conv.
carpet underlay 10mm17K/yr -19.1%1.1% conv.
carpet underlay 8mm10K/yr -28.2%1.1% conv.
carpet underlay offcuts6K/yr -21.7%0.7% conv.
stair runner underlay4K/yr -25.5%0.0% conv.

All search terms

Top carpet underlay 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★)1 product missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

12mm Thick PU Carpet Underlay - 15 Square Meter Rolls - UK Manufactured Quality Feel - Hard Wearing

SIXNEA£40.864.7★1,683 rev

Silver Star Carpet Underlay Polyurethane Foam 8mm 10mm 12mm Thick High Density 137cm Width Noise Reduction (8mm Thick - 5m2)

Silver Star£20.633.6★4 rev

Carpet Underlay Soft 10mm Thick 15m Roll | Cushioned PU Foam | Noise Reducing Thermal Insulation Carpet Underlay

Underfoot£37.204.2★44 rev

Comfort Foot High Performance Foam Underlay 8mm 10mm & 12mm - Various m2 (8mm Thick - 5m2)

Smartdec£20.704.5★36 rev

Silver Star Carpet Underlay Polyurethane Foam 8mm 10mm 12mm Thick High Density 137cm Width Noise Reduction (12mm Thick - 5m2)

Silver Star£33.140.0★0 rev

Newest

by launch date

Silver Star Carpet Underlay Polyurethane Foam 8mm 10mm 12mm Thick High Density 137cm Width Noise Reduction (12mm Thick - 5m2)

Silver Star£33.140 rev

1mo ago

Silver Star Carpet Underlay Polyurethane Foam 8mm 10mm 12mm Thick High Density 137cm Width Noise Reduction (8mm Thick - 5m2)

Silver Star£20.634 rev

1mo ago

Comfort Foot High Performance Foam Underlay 8mm 10mm & 12mm - Various m2 (8mm Thick - 5m2)

Smartdec£20.7036 rev

10mo ago

IMPERIAL STUDIOS Carpet Underlay 12mm Thick PU Foam - 15m Coverage - Non-Slip Gripper Underlay for Carpet Floors - Sound & Thermal Insulation - Durable Cushioned Carpet Underlayment

IMPERIAL STUDIOS£42.9933 rev

1y ago

Carpet Underlay Soft 10mm Thick 15m Roll | Cushioned PU Foam | Noise Reducing Thermal Insulation Carpet Underlay

Underfoot£37.2044 rev

1y ago

What buyers say about carpet underlay

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

What buyers love

Quality-Overall30%

“well made”

Value For Money19%

“Good Value for money”

Advertised Vs Actual Product7%

“As advertised”

Thickness7%

“Very thick”

Grip7%

“Great for anti-slip”

Ease Of Use6%

“Easy to use”

Comfort-Overall6%

“Soft and comfortable”

Size-Overall5%

“this appeared to be similar in size to what was needed”

Assembly/Installation2%

“Easy to install”

Fluffiness1%

“Excellent underlay, my rug hasnt moved since using it”

What buyers complain about

Functionality-Overall18%

“This creates a poor condition and requires attention”

Grip13%

“Does NOT stop slippage”

Value For Money9%

“Quite expensive,”

Quality-Overall8%

“Poor quality”

Thickness7%

“its quite thin”

Hard Feel6%

“that are very hard”

Material Quality6%

“called it used material”

Stitch/Finish/Polish6%

“each seam /joint will need to be trimmed”

Strength6%

“Not dense”

Flatness6%

“Morons sent it like this,folded it over, wtf, hos is this now going to lie flat”

Top return reasons

Functionality-Overall21%

Size-Overall21%

Grip11%

Quality-Overall8%

Thickness8%

Advertised Vs Actual Product7%

Thin6%

Compatibility-Overall4%

Adhesion/Stickiness3%

Defective Material/Parts3%

Common questions

Is carpet underlay profitable to sell on Amazon United Kingdom?: The niche generates £116K/yr across 24 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -22.7%. Flapen's verdict: Skip it (48/100).
How competitive is the carpet underlay niche?: 15 brands and 13 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 77% of demand.
What do buyers complain about in carpet underlay?: Top complaints mined from reviews: Functionality-Overall, Grip, Value For Money. The return rate is 0.1%.
When does demand for carpet underlay peak?: Demand peaks in Oct–Nov; the busiest month runs 1.7× the quietest.
What does it cost to enter the carpet underlay niche?: Listings span £6.75–£43.70; the average listing price is £28.80 (sweet spot $15–$100). The average incumbent carries 275 reviews — the moat a new listing must climb.