---
title: "Baby Bath Mat — £247K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/baby-bath-mat"
last_updated: "2026-07-31T13:07:14.064Z"
locale: en
meta:
description: "Niche score 47/100 · £247K/yr market · 264K searches/yr · £11.90 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · £247K/yr market · 264K searches/yr · £11.90 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Baby Bath Mat — £247K/yr Amazon UK Niche (2026) - Flapen"
---
# **baby bath mat**
**Skip it**
Prices mostly outside the sweet spot ($7.03–$16.05) — this niche doesn't clear our bar today.
Market size 46Growth 23Conversion 79Competition 45Returns 97Price range 12Avg price 49Brand share 56Review moat 30Quality gap 27
**Returns**
**Incredible****0.5%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****7.9%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Good****71%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Okay****£11.90**
avg listing price — sweet spot $15–$100
**Market size**
**Okay****£247K**
£247K/yr · 264K searches
**Competition**
**Okay****58%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Okay****3,514**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.6★**
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–£16.05**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
7K5KSpike '25Prime Day '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/home-garden/baby-bath-mat/trend)
## **Top baby bath mat search terms**
- **baby bath mat**45K/yr-8.1%5.3% conv. - **kids bath mat**45K/yr-6.0%5.2% conv. - **bath mat kids**27K/yr+7.0%6.1% conv. - **baby bath mats non slip**24K/yr-11.9%6.3% conv. - **non slip bath mat kids**11K/yr+28.4%5.3% conv. - **toddler bath mat**12K/yr-15.6%5.7% conv. - **kids bath mat non slip anti mould**13K/yr-20.1%5.1% conv. - **anti slip bath mat kids**6K/yr+37.8%4.4% conv. - **bath mat non slip anti mould kids**8K/yr+1.9%5.1% conv. - **bath mat baby**7K/yr-2.6%5.3% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/baby-bath-mat/search-terms)
## **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.
0%10%£25K20%£49K30%£74K40%£99K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 18 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Munchkin Dandy Dots Non Slip Baby Bath Mat | Colourful Shower Mat | White**Munchkin**£8.36**4.6★22,610 rev](https://www.amazon.co.uk/dp/B00IBO5O6W) [2**Homerella Kids Bath Mat Non Slip 100x40cm Extra Long - Baby Shower Mat**Homerella**£15.83**4.7★4,067 rev](https://www.amazon.co.uk/dp/B0CQ7XDVZT) [3**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**£13.75**4.6★1,529 rev](https://www.amazon.co.uk/dp/B0B6W7N1K8) [4**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**£13.17**4.4★746 rev](https://www.amazon.co.uk/dp/B0DP6NMDXP) [5**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**£13.04**4.6★78 rev](https://www.amazon.co.uk/dp/B0CQKXLHZT)
**~~View all top sellers →~~**
### **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**£13.70**85 rev1y ago](https://www.amazon.co.uk/dp/B0DLMVS87W) [**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**£12.36**747 rev1y ago](https://www.amazon.co.uk/dp/B0DPX1FNHR) [**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**£13.00**747 rev1y ago](https://www.amazon.co.uk/dp/B0DMWB467V) [**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**£13.17**746 rev1y ago](https://www.amazon.co.uk/dp/B0DP6NMDXP) [**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**£7.03**48 rev2y ago](https://www.amazon.co.uk/dp/B0D8LFNPHC)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Homerella Kids Bath Mat Non Slip 100x40cm Extra Long - Baby Shower Mat**Homerella**£15.83**4.7★**▲ 123%**](https://www.amazon.co.uk/dp/B0CQ7XDVZT) [**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**£12.36**4.6★**▲ 71%**](https://www.amazon.co.uk/dp/B0DPX1FNHR) [**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**£13.04**4.6★**▲ 66%**](https://www.amazon.co.uk/dp/B0CQKXLHZT) [**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**£8.00**4.6★**▲ 65%**](https://www.amazon.co.uk/dp/B09YY6J1VR) [**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**£9.79**4.9★**▲ 21%**](https://www.amazon.co.uk/dp/B0D7G95LQ9)
**~~View all trending →~~**
## **What buyers say about baby bath mat**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**20%
*“Excellent Quality”*
**Grip**14%
*“Does not slip”*
**Size-Overall**13%
*“Perfect fit”*
**Value For Money**8%
*“Good Value”*
**Advertised Vs Actual Product**8%
*“As advertised”*
**Suction**5%
*“Great suction”*
**Adhesion/Stickiness**4%
*“Sticks well”*
**Security**3%
*“Safe”*
**Ease Of Use**2%
*“Easy to use”*
**Color**2%
*“Colour is great”*
### **What buyers complain about **
**Grip**13%
*“there's no grip on the top whatsoever”*
**Suction**10%
*“The suction is rubbish”*
**Design-Overall**8%
*“The design of this is flawed”*
**Adhesion/Stickiness**7%
*“Didn't stick”*
**Durability**7%
*“Very small and the coloured dots all fall off in just over a year”*
**Ease Of Cleaning**6%
*“Hard to clean”*
**Advertised Vs Actual Product**5%
*“NOT ANTI-MOULD. Definitely not anti-mould!”*
**Value For Money**4%
*“Too expensive”*
**Material Quality**3%
*“Got mouldy after a few uses”*
**Water Resistance**3%
*“it's very slippy once wet”*
### **Top return reasons **
**Size-Overall**31%
**Adhesion/Stickiness**14%
**Grip**6%
**Quality-Overall**6%
**Color**5%
**Suction**4%
**Advertised Vs Actual Product**3%
**Smell**3%
**Material Quality**3%
**Hard Feel**3%
## **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.
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