Is bath mat profitable to sell on Amazon United Kingdom?

The niche generates £2.2M/yr across 39 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -6.6%. Flapen's verdict: Worth a look (60/100).

How competitive is the bath mat niche?

23 brands and 45 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 55% of demand.

What do buyers complain about in bath mat?

Top complaints mined from reviews: Size-Overall, Grip, Advertised Vs Actual Product. The return rate is 0.8%.

When does demand for bath mat peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the bath mat niche?

Listings span £4.07–£15.83; the average listing price is £8.71 (sweet spot $15–$100). The average incumbent carries 4,627 reviews — the moat a new listing must climb.

bath mat

Worth a look

Shows low returns (0.8%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Market size

Incredible£2.2M

£2.2M/yr · 5.1M searches

Brand share

Great55%

top-5 brand share — no brand owns this niche

Competition

Good42%

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

Conversion

Good5.0%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Review moat

Bad4,626.59

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£8.71

avg listing price — sweet spot $15–$100

Growth

Bad-6.6%

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

Price range

Bad£4.07–£15.83

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

According to Flapen's Amazon United Kingdom niche tracking, bath mat is a £2.2M/yr Amazon United Kingdom market (5.1M searches/yr). The top 5 brands hold 55% of demand. Verdict: Worth a look — 60/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

bath mat market data

Units sold / yr: 200K–250K; avg 4,000–5,000/product
Revenue / yr: £1.7M–£2.2M; units × avg price
Conversion rate: 5.0%
Avg BSR: #10
Page quality: 0%
Prime: 92%
Sponsored: 90%
Out of stock: 6.3%
Avg brand age: 39 months
Avg seller age: 177 days

Competition & brand share

The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.

Brands

23 falling

Sellers

Top-5 brand share

55%

Top 20: 97%

Top-5 click share

42%

Top 20: 80%

Open market

38%

HITSLAM26%
smiry8%
MOONLIGHT200158%
Croydex7%
LuxUrux7%
Homerella6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -6.6% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top bath mat search terms

bath mat1.7M/yr -11.5%3.0% conv.
shower mat500K/yr +30.4%3.5% conv.
bathroom mat658K/yr -16.2%1.4% conv.
bath mat non slip anti mould383K/yr +3.7%5.9% conv.
non slip bath mat269K/yr -0.1%5.3% conv.
bath mats236K/yr -20.7%1.1% conv.
shower mat non slip anti mould230K/yr -21.3%4.9% conv.
bath mats for bathroom175K/yr -13.8%1.4% conv.
non slip shower mat141K/yr +13.4%4.3% conv.
bathroom mats140K/yr -11.0%0.7% conv.

All search terms

Top 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.

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

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

Top sellers

by 90-day click share

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★8,160 rev

MOONLIGHT20015 Shower Bath Mat Non Slip Anti Mould & Mildew with Strong Suction Cups Grip and Drain Holes Soft Rubber Shower Mats - PVC Bathroom Mat Machine Washable (70x38cm White)

MOONLIGHT20015£7.154.4★3,279 rev

Croydex Rubagrip Bath Mat Non Slip Anti Mould for Inside Bath (74x34cm)

Croydex£5.034.4★5,631 rev

LuxUrux Small Bath Mat AS-SEEN-ON-TV Extra-Soft Plush Shower Rug 42 x 60 cm Compact Chenille Microfiber Bathroom Rug Super Absorbent Shaggy Bath Mat (Light Grey)

LuxUrux£6.134.3★24,704 rev

ANSIO Bath Mat Non Slip Anti Mould 100 x 40 cm Long PVC Shower Mat with Suction Cups & Drain Holes Machine Washable Bathtub Mat White

ANSIO£5.434.4★2,234 rev

Newest

by launch date

Moonlight Bedding Bath Mat Non Slip Anti Mould - Chenille Shower Mat Grey 40x60 cm Super Absorbent Bathroom Mat Machine Washable Extra Soft Fluffy Bathmat

Moonlight Bedding£5.12525 rev

6mo ago

HITSLAM Chenille Bath Mat Non Slip Anti Mould 60x40cm Ultra Soft Bathroom Mat Super Absorbent Bath Mats for Bathroom Machine-Washable Quick Dry Bath Foot Mat Bath Rug for Shower and Tub Grey

HITSLAM£5.12850 rev

1y ago

HITSLAM Square Shower Mat Non Slip Anti Mould 53 x 53 cm TPE Bath Mat for Tub Anti Slip Bathroom Anti Slip Shower Mat With Suction Cups and Drain Holes Machine Washable Grey

HITSLAM£7.51670 rev

1y ago

wyewye Microfibre Bath Mat Door Mat Pet Mat 2cm Super Thick Bath Rug Bathroom Rug 40x60cm Grey Machine Washable Non-slip Super absorbent Fluffy Anti Mould Extra Soft

wyewye£7.092,424 rev

2y ago

Oxford Homeware Shower Bath Mat Non Slip Anti Mould - Clear 70x38 cm Shower Mat for Bathtub and Bathroom with Drain Holes and Strong Suction Cups Machine Washable Bath Mats

Oxford Homeware£6.79646 rev

2y ago

What buyers say about bath mat

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

What buyers love

Quality-Overall20%

“Good quality mat”

Grip11%

“Does not slip”

Size-Overall10%

“Easy fit”

Value For Money9%

“Excellent value”

Advertised Vs Actual Product9%

“As advertised”

Comfort-Overall5%

“Very Comfortable”

Ease Of Cleaning3%

“Easy clean”

Soft Feel3%

“Lovely and soft”

Security3%

“Safe and secure”

Adhesion/Stickiness3%

“Sticks well”

What buyers complain about

Size-Overall23%

“Quite small”

Grip10%

“the grip might be a little slippery”

Advertised Vs Actual Product6%

“Not as advertised”

Quality-Overall6%

“Not good quality”

Suction4%

“That the suction is not great”

Ease Of Cleaning3%

“it seems we have now got to the point that it is not cleanable”

Durability3%

“Sadly it had a small split”

Adhesion/Stickiness3%

“we don't want to mark surface as they are adhesive”

Value For Money2%

“Found cheaper elsewhere”

Thickness2%

“A little thicker than a similar mat we have”

Top return reasons

Size-Overall49%

Quality-Overall9%

Color7%

Adhesion/Stickiness5%

Grip4%

Advertised Vs Actual Product4%

Material Quality3%

Thin2%

Functionality-Overall1%

Mechanism Issues1%

Common questions

Is bath mat profitable to sell on Amazon United Kingdom?: The niche generates £2.2M/yr across 39 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -6.6%. Flapen's verdict: Worth a look (60/100).
How competitive is the bath mat niche?: 23 brands and 45 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 55% of demand.
What do buyers complain about in bath mat?: Top complaints mined from reviews: Size-Overall, Grip, Advertised Vs Actual Product. The return rate is 0.8%.
When does demand for bath mat peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the bath mat niche?: Listings span £4.07–£15.83; the average listing price is £8.71 (sweet spot $15–$100). The average incumbent carries 4,627 reviews — the moat a new listing must climb.