baby bath mat
Skip itPrices mostly outside the sweet spot ($7.03–$16.05) — this niche doesn't clear our bar today.
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Conversion
Great7.9%search→purchase rate — share of searches ending in a sale
Brand share
Good71%top-5 brand share — brands hold most of the demand
Avg price
Okay£11.90avg listing price — sweet spot $15–$100
Market size
Okay£247K£247K/yr · 264K searches
Competition
Okay58%top-5 click share — leaders hold, buyers still browse
Review moat
Okay3,514avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-4.5%90-day search growth — must beat 0% to launch
Price range
Bad£7.03–£16.05cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, baby bath mat is a £247K/yr Amazon United Kingdom market (264K searches/yr). The top 5 brands hold 71% of demand. Verdict: Skip it — 47/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
baby bath mat market data
- Units sold / yr
- 15K–20K
- avg 500–750/product
- Revenue / yr
- £179K–£238K
- units × avg price
- Conversion rate
- 7.9%
- Avg BSR
- #20
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 89%
- Out of stock
- 6.4%
- Avg brand age
- 44 months
- Avg seller age
- 185 days
Competition & brand share
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
23
Top-5 brand share
71%
Top 20: 100%
Top-5 click share
58%
Top 20: 100%
Open market
24%
- Munchkin30%
- XIYUNTE16%
- Homerella13%
- UNEEDE7%
- LATERN5%
- BEEHOMEE5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top baby bath mat search terms
- baby bath mat45K/yr
- kids bath mat45K/yr
- bath mat kids27K/yr
- baby bath mats non slip24K/yr
- non slip bath mat kids11K/yr
- toddler bath mat12K/yr
- kids bath mat non slip anti mould13K/yr
- anti slip bath mat kids6K/yr
- bath mat non slip anti mould kids8K/yr
- bath mat baby7K/yr
Top baby bath 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.
All 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Munchkin Dandy Dots Non Slip Baby Bath Mat | Colourful Shower Mat | White
Munchkin£8.364.6★22,610 rev
Homerella Kids Bath Mat Non Slip 100x40cm Extra Long - Baby Shower Mat
Homerella£15.834.7★4,067 rev
XIYUNTE Baby Bath Mats Non Slip Anti Mould - 100x40cm Extra Long Non Slip Bath Mat for Kids Eco-Friendly Toddler Bath Mat with Suction Cups for Secure Grip Easy to Clean & Easy Drying Sea Turtle
XIYUNTE£13.754.6★1,529 rev
UNEEDE Non Slip Bath Mat for Kids Frog-Shaped Bathtub Mat Non Slip Anti Mould 76 x 45 cm Rubber Bath Mats for Babies & Children Bath Mat for Bathtub with Strong Suction Cups Machine Washable
UNEEDE£13.174.4★746 rev
NiBaby Non-Slip Baby Bath Mat with Powerful Suction Cups 102x41cm Large Size Quick Drain for Children & Elderly Safety in Showers and Tubs Machine Washable Durable PVC Comfortable & Safe (Whale)
NiBaby£13.044.6★78 rev
Newest
by launch date
WELTRXE Baby Bath Mat Non Slip Anti Mould 100x40cm Extra Long Bathtub Mat for Kids Large Shower Mat for inside bath Soft Tub Mat with Strong Suction Cups Cartoon Bathroom Mat Whale
WELTRXE£13.7085 rev
XIYUNTE Baby Bath Mats Non Slip Anti Mould Cartoon Kids Bath Mat Non Slip 100x40cm Extra Large Baby Shower Mat Bath Mat with Suction Cups & Drain Holes Machine Washable
XIYUNTE£12.36747 rev
XIYUNTE Baby Bath Mats Non Slip Anti Mould Cartoon Kids Bath Mat Non Slip 100x40cm Extra Large Baby Shower Mat Non Slip Bath Mat with Suction Cups & Drain Holes Machine Washable Sea Turtle
XIYUNTE£13.00747 rev
UNEEDE Non Slip Bath Mat for Kids Frog-Shaped Bathtub Mat Non Slip Anti Mould 76 x 45 cm Rubber Bath Mats for Babies & Children Bath Mat for Bathtub with Strong Suction Cups Machine Washable
UNEEDE£13.17746 rev
OHS Baby Bath Mat Non Slip Dino Kids Bath Mat with Suction Cups Anti Mould Bath Mats for Bathroom Flexible Oval PVC Babies Toddlers Kids Clear 70cm x 40cm
OHS£7.0348 rev
Trending
90-day click momentumHomerella Kids Bath Mat Non Slip 100x40cm Extra Long - Baby Shower Mat
Homerella£15.834.7★
XIYUNTE Baby Bath Mats Non Slip Anti Mould Cartoon Kids Bath Mat Non Slip 100x40cm Extra Large Baby Shower Mat Bath Mat with Suction Cups & Drain Holes Machine Washable
XIYUNTE£12.364.6★
NiBaby Non-Slip Baby Bath Mat with Powerful Suction Cups 102x41cm Large Size Quick Drain for Children & Elderly Safety in Showers and Tubs Machine Washable Durable PVC Comfortable & Safe (Whale)
NiBaby£13.044.6★
HITSLAM Non Slip Bath Mat for Tub 101 x 40cm Extra Long Shower Mat Anti Mould Machine Washable Bathroom Bathtub Mat with Suction Cups and Drain Holes Soft on Feet Clear
HITSLAM£8.004.6★
Capslpad Bathtub Mat Non Slip Anti Mould 40x100 cm Cartoon Submarine Bath Mats Extra Large Soft Bath Seat Mat with Suction Cups & Drain Holes Machine Washable Sea Animals Bath Mat
Capslpad£9.794.9★
What buyers say about baby bath mat
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent Quality”
“Does not slip”
“Perfect fit”
“Good Value”
“As advertised”
“Great suction”
“Sticks well”
“Safe”
“Easy to use”
“Colour is great”
What buyers complain about
“there's no grip on the top whatsoever”
“The suction is rubbish”
“The design of this is flawed”
“Didn't stick”
“Very small and the coloured dots all fall off in just over a year”
“Hard to clean”
“NOT ANTI-MOULD. Definitely not anti-mould!”
“Too expensive”
“Got mouldy after a few uses”
“it's very slippy once wet”
Top return reasons
Common questions
- Is baby bath mat profitable to sell on Amazon United Kingdom?
- The niche generates £247K/yr across 18 tracked products. 90-day search growth is -4.5%. Flapen's verdict: Skip it (47/100).
- How competitive is the baby bath mat niche?
- 12 brands and 23 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 71% of demand.
- What do buyers complain about in baby bath mat?
- Top complaints mined from reviews: Grip, Suction, Design-Overall. The return rate is 0.5%.
- When does demand for baby bath mat peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the baby bath mat niche?
- Listings span £7.03–£16.05; the average listing price is £11.90 (sweet spot $15–$100). The average incumbent carries 3,514 reviews — the moat a new listing must climb.