How competitive is the Door Mat niche on Amazon United Kingdom?

18 brands and 24 sellers compete in Door Mat on Amazon United Kingdom. The top 5 Door Mat products take 53% of clicks and its top 5 brands hold 65% of demand.

What do buyers complain about in Door Mat?

Door Mat buyers on Amazon United Kingdom complain most about Size-Overall, Quality-Overall, Thickness, the themes mined from the niche's reviews. Its return rate is 1.4%.

What does it cost to enter the Door Mat niche?

Door Mat sells for £9.25 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £4.11–£17.73. The average incumbent carries 3,105 reviews — the moat a new listing must climb.

Door Mat

soft demand (-20.6% this quarter) — Door Mat doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Door Mat profitable on Amazon?

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.

Door Mat: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -20.6% over the last 90 days and 1.7% of searches end in a purchase.

£765K

revenue / yr

Units sold / yr125K

Search volume / yr-20.6%4.8M

Conversion rate1.7%

Avg price£9.25

Who owns the niche?

The top 5 brands hold 65% of demand, so 35% of the market is open.

35%

open market share

Brands · sellers18 · 24

Top-5 product click share53%

Open market35%

Avg brand age45 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 24 products

Top Door Mat products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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)

Price: £5.14
Rating: 4.3/5
Reviews: 14,106
Age: 6y ago

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)

Price: £5.00
Rating: 4.4/5
Reviews: 4,869
Age: 4y ago

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)

Price: £4.45
Rating: 4.4/5
Reviews: 5,306
Age: 7y ago

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

Price: £15.24
Rating: 4.5/5
Reviews: 2,496
Age: 1y ago

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

Price: £9.96
Rating: 4.4/5
Reviews: 6,801
Age: 4y ago

Newest

by launch date

DEXI Door Mat 43 x 76 cm Non-slip Dirt Trapper Doormat Beige

Price: £17.73
Rating: 4.4/5
Reviews: 127
Age: 8mo ago

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

Price: £4.48
Rating: 4.3/5
Reviews: 1,267
Age: 11mo ago

Tuocal Door Mat Non Slip Dirt Trapper Door Matts Indoor 45x75cm Khaki

Price: £11.84
Rating: 4.4/5
Reviews: 38
Age: 1y ago

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

Price: £4.11
Rating: 4.6/5
Reviews: 411
Age: 1y ago

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

Price: £10.41
Rating: 4.4/5
Reviews: 414
Age: 1y ago

Competition: brands, sellers & click share

The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

18 falling

Sellers

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%

Door Mat demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume4.8MCVR1.7%Products24Brands18Top 5 Brands65%OOS Rate0.0%Rating4.4★Reviews3,105Avg BSR#21

No pronounced peak months · busiest ÷ quietest = 1.6×

Top Door Mat search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

door mat1.5M/yr -29.1%1.5% conv.
mat689K/yr -3.1%0.1% conv.
door matts indoor398K/yr -31.7%2.0% conv.
outdoor mat129K/yr +30.1%0.7% conv.
door mats indoor204K/yr -22.6%1.3% conv.
doormat200K/yr -17.9%1.3% conv.
floor mat163K/yr -14.2%0.8% conv.
indoor door mat221K/yr -43.6%1.6% conv.
door mats146K/yr -19.5%1.0% conv.
welcome mat124K/yr -2.8%0.4% conv.

What reviews say buyers love and hate about Door Mat

What buyers mention most, as a share of all reviews.

What buyers love

86% of reviews

Quality-Overall30%

“High quality Mat”

Value For Money16%

“Good for price”

Advertised Vs Actual Product13%

“Just as described”

Ease Of Cleaning8%

“Easy to wash”

Size-Overall6%

“Decent size”

What buyers complain about

74% of reviews

Size-Overall23%

“Wrong size sent”

Quality-Overall16%

“Not very good quality”

Thickness7%

“Thin & cheap material”

Adhesion/Stickiness5%

“Yuk Sticky”

Value For Money5%

“It's cheap for a reason”

Door Mat return rate & reasons

Why buyers send it back, as a share of all return requests.

1.4%

Return rate

75%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

57%

2Color

10%

3Quality-Overall

4Thin

5Advertised Vs Actual Product

Common Door Mat questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Door Mat 49/100 on Amazon United Kingdom — Skip it. The niche generates £765K/yr across 24 tracked products. 2 of 2 products launched in the last 360 days are still selling. Search demand moved -20.6% over the last 90 days.