---
title: "Door Mat — £765K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/door-mat"
last_updated: "2026-07-31T20:42:19.152Z"
locale: en
meta:
description: "Niche score 49/100 · £765K/yr market · 4.8M searches/yr · £9.25 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · £765K/yr market · 4.8M searches/yr · £9.25 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Door Mat — £765K/yr Amazon UK Niche (2026) - Flapen"
---
# **door mat**
**Skip it**
Soft demand (-20.6% this quarter) — this niche doesn't clear our bar today.
Market size 71Growth 15Conversion 22Competition 53Returns 86Price range 20Avg price 27Brand share 67Review moat 34Quality gap 62
**Returns**
**Great****1.4%**
return rate — above 5% kills the launch gate
**Market size**
**Good****£765K**
£765K/yr · 4.8M searches
**Brand share**
**Good****65%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****53%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Okay****3,105.08**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Okay****£9.25**
avg listing price — sweet spot $15–$100
**Conversion**
**Bad****1.7%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Bad****£4.11–£17.73**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
125K75KSpike '24Prime Day '25Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/uk/home-garden/door-mat/trend)
## **Top door mat search terms**
- **door mat**1.5M/yr-29.1%1.5% conv. - **mat**689K/yr-3.1%0.1% conv. - **door matts indoor**398K/yr-31.7%2.0% conv. - **outdoor mat**129K/yr+30.1%0.7% conv. - **door mats indoor**204K/yr-22.6%1.3% conv. - **doormat**200K/yr-17.9%1.3% conv. - **floor mat**163K/yr-14.2%0.8% conv. - **indoor door mat**221K/yr-43.6%1.6% conv. - **door mats**146K/yr-19.5%1.0% conv. - **welcome mat**124K/yr-2.8%0.4% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/door-mat/search-terms)
## **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.
0%10%£76K20%£153K30%£229K40%£306K101001K10K100K 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**BLADO Washable Door Mats Indoor & Outdoor - Non-Slippery Heavy Duty - Stylish & Large Rubber - Perfect Dust Grabbing Doormats (Anthracite 40cm x 60cm)**BLADO**£5.14**4.3★14,106 rev](https://www.amazon.co.uk/dp/B081H4VCMB) [2**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**£5.00**4.4★4,869 rev](https://www.amazon.co.uk/dp/B09CZK4QB9) [3**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**£4.45**4.4★5,306 rev](https://www.amazon.co.uk/dp/B07HFK16Y4) [4**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**£15.24**4.5★2,496 rev](https://www.amazon.co.uk/dp/B0D9K2D274) [5**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**£9.96**4.4★6,801 rev](https://www.amazon.co.uk/dp/B09GKCDP39)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**DEXI Door Mat 43 x 76 cm Non-slip Dirt Trapper Doormat Beige**DEXI**£17.73**127 rev8mo ago](https://www.amazon.co.uk/dp/B0G42Z7183) [**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**£4.48**1,267 rev11mo ago](https://www.amazon.co.uk/dp/B0FGCV7358) [**Tuocal Door Mat Non Slip Dirt Trapper Door Matts Indoor 45x75cm Khaki**Tuocal**£11.84**38 rev1y ago](https://www.amazon.co.uk/dp/B0FBM874CW) [**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**£4.11**411 rev1y ago](https://www.amazon.co.uk/dp/B0DJYKW7TX) [**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**£10.41**414 rev1y ago](https://www.amazon.co.uk/dp/B0DF6CLXG1)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Serdim Rugs Heavy Duty Dirt Trapper Door Mat Non-Slip PVC Beige 40x60cm**Serdim Rugs**£5.70**4.6★**▲ 369%**](https://www.amazon.co.uk/dp/B081SDPK22) [**Tuocal Door Mat Non Slip Dirt Trapper Door Matts Indoor 45x75cm Khaki**Tuocal**£11.84**4.4★**▲ 345%**](https://www.amazon.co.uk/dp/B0FBM874CW) [**DEXI Door Mat 43 x 76 cm Non-slip Dirt Trapper Doormat Beige**DEXI**£17.73**4.4★**▲ 263%**](https://www.amazon.co.uk/dp/B0G42Z7183) [**Qingbei Rina Front Door Mats for Outside 40x70cm**Qingbei Rina**£13.21**4.1★**▲ 127%**](https://www.amazon.co.uk/dp/B0CFD2WC27) [**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**£15.24**4.5★**▲ 102%**](https://www.amazon.co.uk/dp/B0D9K2D274)
**~~View all trending →~~**
## **What buyers say about door mat**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**30%
*“High quality Mat”*
**Value For Money**16%
*“Good for price”*
**Advertised Vs Actual Product**13%
*“Just as described”*
**Ease Of Cleaning**8%
*“Easy to wash”*
**Size-Overall**6%
*“Decent size”*
**Grip**4%
*“Non slip”*
**Color**3%
*“good colour”*
**Material Quality**2%
*“good material”*
**Durability**2%
*“yet durable”*
**Weight Heavy**2%
*“Perfectly useful door mat that is heavy duty”*
### **What buyers complain about **
**Size-Overall**23%
*“Wrong size sent”*
**Quality-Overall**16%
*“Not very good quality”*
**Thickness**7%
*“Thin & cheap material”*
**Adhesion/Stickiness**5%
*“Yuk Sticky”*
**Value For Money**5%
*“It's cheap for a reason”*
**Flatness**4%
*“There's no way it will lie flat”*
**Grip**4%
*“Trouble with it slipping”*
**Strength**4%
*“Light and flimsy”*
**Durability**3%
*“while I cant comment on its longevity I have a feeling it wont last long”*
**Advertised Vs Actual Product**3%
*“Returned it immediately as its nothing like the picture”*
### **Top return reasons **
**Size-Overall**57%
**Color**10%
**Quality-Overall**8%
**Thin**5%
**Advertised Vs Actual Product**3%
**Thickness**3%
**Flatness**2%
**Material Quality**2%
**Strength**2%
**Adhesion/Stickiness**1%
## **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.
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