kitchen mat
Worth a lookShows no brand lock-in (top 5 brands take 41% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Brand share
Great41%top-5 brand share — no brand owns this niche
Competition
Great29%top-5 click share — an open shelf
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Avg price
Great£17.66avg listing price — sweet spot $15–$100
Returns
Great1.9%return rate — above 5% kills the launch gate
Price range
Good£4.89–£39.69cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay1,513.66avg incumbent reviews — the moat a new listing must climb
Market size
Okay£168K£168K/yr · 871K searches
Growth
Bad-18.7%90-day search growth — must beat 0% to launch
Conversion
Bad1.1%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, kitchen mat is a £168K/yr Amazon United Kingdom market (871K searches/yr). The top 5 brands hold 41% of demand. Verdict: Worth a look — 57/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
kitchen mat market data
- Units sold / yr
- 6K–8K
- avg 0–100/product
- Revenue / yr
- £106K–£141K
- units × avg price
- Conversion rate
- 1.1%
- Avg BSR
- #223
- Page quality
- 0%
- Prime
- 89%
- Sponsored
- 92%
- Out of stock
- 12.0%
- Avg brand age
- 34 months
- Avg seller age
- 188 days
Competition & brand share
Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.Brands
39 falling
Sellers
61
Top-5 brand share
41%
Top 20: 85%
Top-5 click share
29%
Top 20: 67%
Open market
54%
- BLADO13%
- RLAVBL8%
- LHHMZ8%
- Quqei6%
- IMIYOKU6%
- Adalex Global5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -18.7% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top kitchen mat search terms
- kitchen mat217K/yr
- kitchen mats non slip washable194K/yr
- kitchen mats95K/yr
- kitchen floor mats66K/yr
- kitchen mats for floor65K/yr
- kitchen floor mat25K/yr
- kitchen mats non slip washable large13K/yr
- kitchen rugs non slip washable large29K/yr
- non slip kitchen mat22K/yr
- kitchen mats non slip waterproof30K/yr
Top kitchen 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
LHHMZ 2 Pieces Kitchen Rug Non Slip Washable Kitchen Floor Mat Kitchen Mat Sets For Kitchen Hallway Dining Room and Entryway and Home Decoration 40x60cm + 40x120cm
LHHMZ£14.174.0★120 rev
RLAVBL 2 Pieces Kitchen Mats and Rug Set Non-Slip Washable Kitchen Floor Mats Anti Fatigue Kitchen Mat(120x44cm+75x44cm Grey).
RLAVBL£16.964.3★401 rev
IMIYOKU Kitchen Rugs Sets of 2-Non Slip Kitchen Mats for Floor-Thick Stain Resistant Kitchen Floor Mat Runner Carpet for Hallways Entryway Laundry Room WashableGrey 50x80cm+50x120cm
IMIYOKU£20.264.2★59 rev
Adalex Global 40 by 60cm and 40 by 120cm Kitchen Rug Mat Set of 2 Kitchen Mats Non Slip Washable Large Non Slip Kitchen Runners Indoor Floor Mats Kitchen Carpets Carpet Runners (Monochrome)
Adalex Global£16.974.2★94 rev
LEKEEPGO Kitchen Rugs Non Slip Washable 43.5x150cm Absorbent Kitchen Mat Rubber Backed Kitchen Runner Carpet Runner Rugs for Hallway Laundry Room Beige
LEKEEPGO£23.374.5★960 rev
Newest
by launch date
Quqei Kitchen Mats for Floor Non Slip Washable Kitchen Rug 43x75 CM Brown
Quqei£14.2120 rev
Quqei Kitchen Mat Non Slip Washable Woven Kitchen Rugs 43x75cm Brown
Quqei£14.0323 rev
Capslpad Kitchen Rugs Sets of 3 Non Slip Jute Look Kitchen Mat Set Washable Boho Kitchen Rugs and Mats Black Kitchen Runner Rug Floor Carpet for Laundry Hallway (50x80cm+50x120cm+50x150cm)
Capslpad£28.8256 rev
IMIYOKU Kitchen Rugs Sets of 2-Non Slip Kitchen Mats for Floor-Thick Stain Resistant Kitchen Floor Mat Runner Carpet for Hallways Entryway Laundry Room WashableGrey 50x80cm+50x120cm
IMIYOKU£20.2659 rev
Adalex Global 40 by 60cm and 40 by 120cm Kitchen Rug Mat Set of 2 Kitchen Mats Non Slip Washable Large Non Slip Kitchen Runners Indoor Floor Mats Kitchen Carpets Carpet Runners (Monochrome)
Adalex Global£16.9794 rev
Trending
90-day click momentumQuqei Kitchen Mats for Floor Non Slip Washable Kitchen Rug 43x75 CM Brown
Quqei£14.214.4★
Serdim Rugs Heavy Duty Dirt Trapper Door Mat Non-Slip PVC Beige 40x60cm
Serdim Rugs£5.704.6★
Kitchen Floor Mats 2 PCS Kitchen Mat Set Water Absorbent and Quick Drying Kitchen Rugs Non-slip Kitchen Carpets Super Absorbent Floor Mat for Home Kitchen (Light Gray 40*60+40*120 cm)
TOKLYUIE£15.183.8★
IMIYOKU Kitchen Rugs Sets of 2-Non Slip Kitchen Mats for Floor-Thick Stain Resistant Kitchen Floor Mat Runner Carpet for Hallways Entryway Laundry Room WashableGrey 50x80cm+50x120cm
IMIYOKU£20.264.2★
Capslpad Kitchen Rugs Sets of 3 Non Slip Jute Look Kitchen Mat Set Washable Boho Kitchen Rugs and Mats Black Kitchen Runner Rug Floor Carpet for Laundry Hallway (50x80cm+50x120cm+50x150cm)
Capslpad£28.824.8★
What buyers say about kitchen mat
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality, lies flat”
“Good value”
“Does the job perfectly”
“Easy to wash”
“Good range of sizes in this pack”
“Excellent grip”
“The colour is good”
“Great design”
“It's comfortable to stand on”
“easy to use”
What buyers complain about
“bigger than I was expecting”
“These aren't thick mats, of course,”
“the rug itself is of poor quality for the price”
“The price may seem high”
“Quite thin material”
“Seem came apart”
“Deceiving image”
“Grip is not as good as I would of liked”
“Regarding cleaning, they just need a wipe over with a damp cloth although they have not been put to the test with very grimy marks”
“however the colour combination is too pale”
Top return reasons
Common questions
- Is kitchen mat profitable to sell on Amazon United Kingdom?
- The niche generates £168K/yr across 64 tracked products. 2 of 13 products launched in the last 360 days are still selling. 90-day search growth is -18.7%. Flapen's verdict: Worth a look (57/100).
- How competitive is the kitchen mat niche?
- 39 brands and 61 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 41% of demand.
- What do buyers complain about in kitchen mat?
- Top complaints mined from reviews: Size-Overall, Thickness, Quality-Overall. The return rate is 1.9%.
- When does demand for kitchen mat peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the kitchen mat niche?
- Listings span £4.89–£39.69; the average listing price is £17.66 (sweet spot $15–$100). The average incumbent carries 1,514 reviews — the moat a new listing must climb.