---
title: "Bath Mat — £2.2M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/bath-mat"
last_updated: "2026-07-31T12:03:51.778Z"
locale: en
meta:
description: "Niche score 60/100 · £2.2M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 60/100 · £2.2M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Bath Mat — £2.2M/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 95Growth 22Conversion 58Competition 72Returns 96Price range 7Avg price 24Brand share 80Review moat 25Quality gap 57
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Market size**
**Incredible****£2.2M**
£2.2M/yr · 5.1M searches
**Brand share**
**Great****55%**
top-5 brand share — no brand owns this niche
**Competition**
**Good****42%**
top-5 click share — leaders hold, buyers still browse
**Conversion**
**Good****5.0%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****4,626.59**
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 ~~](https://flapen.com/research/methodology)
## **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**
**45**
**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.
100K60KSpike '24Prime Day '25Spike '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/home-garden/bath-mat/trend)
## **Top bath mat search terms**
- **bath mat**1.7M/yr-11.5%3.0% conv. - **shower mat**500K/yr+30.4%3.5% conv. - **bathroom mat**658K/yr-16.2%1.4% conv. - **bath mat non slip anti mould**383K/yr+3.7%5.9% conv. - **non slip bath mat**269K/yr-0.1%5.3% conv. - **bath mats**236K/yr-20.7%1.1% conv. - **shower mat non slip anti mould**230K/yr-21.3%4.9% conv. - **bath mats for bathroom**175K/yr-13.8%1.4% conv. - **non slip shower mat**141K/yr+13.4%4.3% conv. - **bathroom mats**140K/yr-11.0%0.7% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/bath-mat/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.
0%4%£89K8%£177K12%£266K16%£355K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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★8,160 rev](https://www.amazon.co.uk/dp/B09YY6J1VR) [2**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**£7.15**4.4★3,279 rev](https://www.amazon.co.uk/dp/B0BWRWXG14) [3**Croydex Rubagrip Bath Mat Non Slip Anti Mould for Inside Bath (74x34cm)**Croydex**£5.03**4.4★5,631 rev](https://www.amazon.co.uk/dp/B000TAQGOU) [4**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**£6.13**4.3★24,704 rev](https://www.amazon.co.uk/dp/B07NTLFWPS) [5**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**£5.43**4.4★2,234 rev](https://www.amazon.co.uk/dp/B097N7ZL95)
**~~View all top sellers →~~**
### **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**£5.12**525 rev6mo ago](https://www.amazon.co.uk/dp/B0GFF3Q7JN) [**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**£5.12**850 rev1y ago](https://www.amazon.co.uk/dp/B0DP4P8YFK) [**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**£7.51**670 rev1y ago](https://www.amazon.co.uk/dp/B0DMS3SQLT) [**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**£7.09**2,424 rev2y ago](https://www.amazon.co.uk/dp/B0D93ZKQH6) [**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**£6.79**646 rev2y ago](https://www.amazon.co.uk/dp/B0CC25ZC7H)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£5.12**4.2★**▲ 222%**](https://www.amazon.co.uk/dp/B0GFF3Q7JN) [**Homerella Non Slip Bathtub Mat 88x39cm BPA Free - incl. Hanging Hooks**Homerella**£15.31**4.5★**▲ 155%**](https://www.amazon.co.uk/dp/B07PJMFBKF) [**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**£6.13**4.3★**▲ 149%**](https://www.amazon.co.uk/dp/B07NTLFWPS) [**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**£5.43**4.4★**▲ 146%**](https://www.amazon.co.uk/dp/B097N7ZL95) [**Yimobra Memory Foam Bath Mat 43 x 61 cm Non Slip Bathroom Mat Soft Absorbent Quick Dry Bath Rug Machine Washable for Shower Sink and Bathroom Grey**Yimobra**£7.89**4.4★**▲ 65%**](https://www.amazon.co.uk/dp/B0CQ4HS78W)
**~~View all trending →~~**
## **What buyers say about bath mat**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**20%
*“Good quality mat”*
**Grip**11%
*“Does not slip”*
**Size-Overall**10%
*“Easy fit”*
**Value For Money**9%
*“Excellent value”*
**Advertised Vs Actual Product**9%
*“As advertised”*
**Comfort-Overall**5%
*“Very Comfortable”*
**Ease Of Cleaning**3%
*“Easy clean”*
**Soft Feel**3%
*“Lovely and soft”*
**Security**3%
*“Safe and secure”*
**Adhesion/Stickiness**3%
*“Sticks well”*
### **What buyers complain about **
**Size-Overall**23%
*“Quite small”*
**Grip**10%
*“the grip might be a little slippery”*
**Advertised Vs Actual Product**6%
*“Not as advertised”*
**Quality-Overall**6%
*“Not good quality”*
**Suction**4%
*“That the suction is not great”*
**Ease Of Cleaning**3%
*“it seems we have now got to the point that it is not cleanable”*
**Durability**3%
*“Sadly it had a small split”*
**Adhesion/Stickiness**3%
*“we don't want to mark surface as they are adhesive”*
**Value For Money**2%
*“Found cheaper elsewhere”*
**Thickness**2%
*“A little thicker than a similar mat we have”*
### **Top return reasons **
**Size-Overall**49%
**Quality-Overall**9%
**Color**7%
**Adhesion/Stickiness**5%
**Grip**4%
**Advertised Vs Actual Product**4%
**Material Quality**3%
**Thin**2%
**Functionality-Overall**1%
**Mechanism Issues**1%
## **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.
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