door mat
Skip itSoft demand (-20.6% this quarter) — this niche doesn't clear our bar today.
Returns
Great1.4%return rate — above 5% kills the launch gate
Market size
Good£765K£765K/yr · 4.8M searches
Brand share
Good65%top-5 brand share — brands hold most of the demand
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Review moat
Okay3,105.08avg incumbent reviews — the moat a new listing must climb
Avg price
Okay£9.25avg listing price — sweet spot $15–$100
Conversion
Bad1.7%search→purchase rate — share of searches ending in a sale
Price range
Bad£4.11–£17.73cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-20.6%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, door mat is a £765K/yr Amazon United Kingdom market (4.8M searches/yr). The top 5 brands hold 65% of demand. Verdict: Skip it — 49/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
door mat market data
- Units sold / yr
- 100K–125K
- avg 3,000–4,000/product
- Revenue / yr
- £925K–£1.2M
- units × avg price
- Conversion rate
- 1.7%
- Avg BSR
- #21
- Page quality
- 0%
- Prime
- 88%
- Sponsored
- 92%
- Out of stock
- 0.0%
- Avg brand age
- 45 months
- Avg seller age
- 186 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
18 falling
Sellers
24
Top-5 brand share
65%
Top 20: 100%
Top-5 click share
53%
Top 20: 94%
Open market
30%
- BLADO32%
- GULLAMBO10%
- Homaxy8%
- DEXI7%
- Homatz7%
- LEKEEPGO6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -20.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top door mat search terms
- door mat1.5M/yr
- mat689K/yr
- door matts indoor398K/yr
- outdoor mat129K/yr
- door mats indoor204K/yr
- doormat200K/yr
- floor mat163K/yr
- indoor door mat221K/yr
- door mats146K/yr
- welcome mat124K/yr
Top door 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
BLADO Washable Door Mats Indoor & Outdoor - Non-Slippery Heavy Duty - Stylish & Large Rubber - Perfect Dust Grabbing Doormats (Anthracite 40cm x 60cm)
BLADO£5.144.3★14,106 rev
GULLAMBO Door Mats Indoor Absorbent Non-Slip Washable Door Mat for Back & Front Door Patios- Stylish Low Profile Rubber Backed Dust & Dirt Trapping Doormat Barrier Mat (Anthracite 40cm x 60cm)
GULLAMBO£5.004.4★4,869 rev
Homatz Door Mats Indoor & Outdoor Heavy Duty Floor Mat - Non Slip Rubber Back - Dirt Trapper Door Mat - Super Absorbent Front Door Mat Washable Doormats Rug Barrier Mat (Grey 40x60cm)
Homatz£4.454.4★5,306 rev
LEKEEPGO Door Mat 43 x 75 cm Non Slip Door Mat Indoor Entrance Rubber Backing Indoor Door mats Washable Absorbent Low-Profile Doormat Front Entryway Entry Resist Dirt Inside Door Mats Khaki
LEKEEPGO£15.244.5★2,496 rev
Biscpro Door Mats Indoor Dirt Trapper Mat Absorbent Non-Slip Low Profile Doormat for Entrance Inside Kitchen Front Door Mat Washable for Pets and Dogs 50x80cm Grey
Biscpro£9.964.4★6,801 rev
Newest
by launch date
DEXI Door Mat 43 x 76 cm Non-slip Dirt Trapper Doormat Beige
DEXI£17.73127 rev
AMEHA Door Mat Indoor & Outdoor Brown 40x60 Cm Heavy Duty Rubber Door Mats Dirt Trapper Non Slip Washable Barrier Floor Mat Entrance Rug Shoes Scraper Super Absorbent Front Doormats
AMEHA£4.481,267 rev
Tuocal Door Mat Non Slip Dirt Trapper Door Matts Indoor 45x75cm Khaki
Tuocal£11.8438 rev
Armo Multipurpose Non Slip Black Grip Mat PVC Anti Slip Rug Mat Pad150CM X 30CM Kitchen Underly Carpet Rug Laminate Vinyl Floor Waterproof Grip Mat Liner
Armo Home£4.11411 rev
Oiilores Indoor Door Mat 50 x 80 cm Dirt Trapper Washable Inside Entry Rug Doormats for Entryway Non-Slip Low-Profile Super Absorbent Dog Mats for Muddy Paws Pets Gray
Oiilores£10.41414 rev
Trending
90-day click momentum
Serdim Rugs Heavy Duty Dirt Trapper Door Mat Non-Slip PVC Beige 40x60cm
Serdim Rugs£5.704.6★
Tuocal Door Mat Non Slip Dirt Trapper Door Matts Indoor 45x75cm Khaki
Tuocal£11.844.4★
DEXI Door Mat 43 x 76 cm Non-slip Dirt Trapper Doormat Beige
DEXI£17.734.4★
Qingbei Rina Front Door Mats for Outside 40x70cm
Qingbei Rina£13.214.1★
LEKEEPGO Door Mat 43 x 75 cm Non Slip Door Mat Indoor Entrance Rubber Backing Indoor Door mats Washable Absorbent Low-Profile Doormat Front Entryway Entry Resist Dirt Inside Door Mats Khaki
LEKEEPGO£15.244.5★
What buyers say about door mat
What buyers praise and complain about, mined from review topics.What buyers love
“High quality Mat”
“Good for price”
“Just as described”
“Easy to wash”
“Decent size”
“Non slip”
“good colour”
“good material”
“yet durable”
“Perfectly useful door mat that is heavy duty”
What buyers complain about
“Wrong size sent”
“Not very good quality”
“Thin & cheap material”
“Yuk Sticky”
“It's cheap for a reason”
“There's no way it will lie flat”
“Trouble with it slipping”
“Light and flimsy”
“while I cant comment on its longevity I have a feeling it wont last long”
“Returned it immediately as its nothing like the picture”
Top return reasons
Common questions
- Is door mat profitable to sell on Amazon United Kingdom?
- The niche generates £765K/yr across 24 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -20.6%. Flapen's verdict: Skip it (49/100).
- How competitive is the door mat niche?
- 18 brands and 24 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 65% of demand.
- What do buyers complain about in door mat?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Thickness. The return rate is 1.4%.
- When does demand for door mat peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the door mat niche?
- Listings span £4.11–£17.73; the average listing price is £9.25 (sweet spot $15–$100). The average incumbent carries 3,105 reviews — the moat a new listing must climb.