Is placemats profitable to sell on Amazon United Kingdom?

The niche generates £531K/yr across 70 tracked products. 0 of 13 products launched in the last 360 days are still selling. 90-day search growth is -23.5%. Flapen's verdict: Worth a look (55/100).

How competitive is the placemats niche?

44 brands and 78 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 49% of demand.

What do buyers complain about in placemats?

Top complaints mined from reviews: Quality-Overall, Thickness, Size-Overall. The return rate is 2.4%.

When does demand for placemats peak?

Demand peaks in Nov–Dec; the busiest month runs 2.8× the quietest.

What does it cost to enter the placemats niche?

Listings span £6.26–£27.12; the average listing price is £12.61 (sweet spot $15–$100). The average incumbent carries 1,488 reviews — the moat a new listing must climb.

placemats

Worth a look

Shows a fragmented shelf (top 5 take 29% of clicks), but soft demand (-23.5% this quarter) keeps it on the watch list.

Competition

Great29%

top-5 click share — an open shelf

Brand share

Great49%

top-5 brand share — no brand owns this niche

Returns

Good2.4%

return rate — above 5% kills the launch gate

Market size

Good£531K

£531K/yr · 2.7M searches

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Price range

Good£6.26–£27.12

cheapest to priciest tracked listing — scored on the share inside $15–$100

Avg price

Good£12.61

avg listing price — sweet spot $15–$100

Review moat

Good1,488.04

avg incumbent reviews — the moat a new listing must climb

Conversion

Bad1.6%

search→purchase rate — share of searches ending in a sale

Growth

Bad-23.5%

90-day search growth — must beat 0% to launch

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, placemats is a £531K/yr Amazon United Kingdom market (2.7M searches/yr). The top 5 brands hold 49% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 55/100.

Data updated Jul 28, 2026 · scored weekly · How we score niches

placemats market data

Units sold / yr: 30K–40K; avg 250–500/product
Revenue / yr: £378K–£504K; units × avg price
Conversion rate: 1.6%
Avg BSR: #104
Page quality: 0%
Prime: 94%
Sponsored: 91%
Out of stock: 2.8%
Avg brand age: 35 months
Avg seller age: 181 days

Competition & brand share

Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.

Brands

44 falling

Sellers

Top-5 brand share

49%

Top 20: 84%

Top-5 click share

29%

Top 20: 64%

Open market

46%

Purejoy11%
Myir JUN11%
SHACOS11%
Pimpernel10%
Homcomodar7%
APLKER4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -23.5% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.8×

Open Trend

Top placemats search terms

placemats525K/yr -24.4%0.7% conv.
table mats402K/yr -30.7%0.7% conv.
place mats for table321K/yr -24.5%0.8% conv.
place mats223K/yr -21.8%0.7% conv.
table mats set of 6160K/yr -17.6%0.9% conv.
placemats and coaster sets 6178K/yr -24.4%0.7% conv.
table mats set of 4110K/yr -20.0%0.9% conv.
table placemats98K/yr -10.1%0.6% conv.
placemats set of 473K/yr -29.2%0.7% conv.
place mats for table 689K/yr -31.7%0.9% conv.

All search terms

Top placemats 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.

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

Purejoy Placemats and Coaster Sets 6 Christmas Table Mats PU Leather Heat-Resistant Washable and Non-Slip 43 * 30 cm Dinner Table Mats Set of 6 for Kitchen Table Mat Indoor Outdoor (Grey)

Purejoy£14.874.6★1,311 rev

SHACOS 38cm Round Placemats Set of 6 Braided Woven Place Mats Washbale Table Placemat Round Heat Resistant Table Mats for Kitchen Dining Home Restaurant Beige

SHACOS£10.074.3★7,677 rev

Myir JUN Table Mats Placemats Set of 6 Place Mats for Table Woven Vinyl

Myir JUN£10.684.5★7,496 rev

Pimpernel Set of 6 Retro Placemats for Table - 5mm Cork-Backed Placemats Featuring Classic Food Menu Snippets Heat Resistant to Protect Work Surfaces 30.5 x 23cm

Pimpernel£18.064.4★1,633 rev

Heat Resistant Cork Back Table Place Mats Set of 4 Pretty Water Colour Busy Bees Design by Jennifer Rose Gallery

The Leonardo Collection£8.344.4★959 rev

Newest

by launch date

4 Pcs 30x45cm Placemats Silver Grey Table Mats Set of 4 PVC Christmas Placemats for Diningtable Protection Washable Gray Table Mats for Home and Restaurant Use

YTLSDHF£7.0734 rev

11mo ago

20CM Placemats Set of 4 Round Cotton Braided Woven Placemats

QHSXMQ£6.2661 rev

1y ago

Myir JUN Leather Table Mats and Coasters Dual-Sided Placemats Waterproof

Myir JUN£12.172,349 rev

1y ago

APLKER PU Leather Placemats 17×12 Washable Dual Sided Table Mats Set of 6

APLKER£14.46387 rev

1y ago

SHACOS Round Placemats and Coasters Set of 6 Round Braided Woven Place Mats Washable Beige Table Mats and Coasters Sets Heat Resistant Table Mats for Kitchen Dining Table Home Restaurant

SHACOS£12.777,677 rev

2y ago

What buyers say about placemats

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall29%

“Excellent product”

Ease Of Cleaning11%

“easy to clean down”

Value For Money11%

“Good for the price”

Design-Overall8%

“Beautiful design”

Color7%

“Colours are lovely”

Advertised Vs Actual Product6%

“As advertised”

Size-Overall5%

“They are just the right size”

Durability4%

“feels durable”

Material Quality3%

“The material feels durable”

Thickness2%

“The mats themselves are a really good thickness”

What buyers complain about

Quality-Overall17%

“Low quality”

Thickness12%

“Lost one star as the thickness of the mats could be better quality”

Size-Overall7%

“Quite large”

Value For Money6%

“more expensive than they are”

Stain Resistance6%

“they do have some stains on them”

Durability5%

“torn after just 10 days of use”

Grip4%

“slide all over the table so not very secure at all otherwise would have been a 5 star review”

Heating3%

“Burnt my table with a hot dish”

Strength3%

“a bit flimsy”

Smell3%

“Opening them, there was a slight smell”

Top return reasons

Size-Overall37%

Color18%

Quality-Overall13%

Thin5%

Material Quality5%

Advertised Vs Actual Product3%

Strength3%

Thickness2%

Defective Material/Parts1%

Smell1%

Common questions

Is placemats profitable to sell on Amazon United Kingdom?: The niche generates £531K/yr across 70 tracked products. 0 of 13 products launched in the last 360 days are still selling. 90-day search growth is -23.5%. Flapen's verdict: Worth a look (55/100).
How competitive is the placemats niche?: 44 brands and 78 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 49% of demand.
What do buyers complain about in placemats?: Top complaints mined from reviews: Quality-Overall, Thickness, Size-Overall. The return rate is 2.4%.
When does demand for placemats peak?: Demand peaks in Nov–Dec; the busiest month runs 2.8× the quietest.
What does it cost to enter the placemats niche?: Listings span £6.26–£27.12; the average listing price is £12.61 (sweet spot $15–$100). The average incumbent carries 1,488 reviews — the moat a new listing must climb.

placemats

placemats market data

Competition & brand share

Demand & seasonality

Top placemats search terms

Top placemats products on Amazon

Top sellers

Newest

Trending

What buyers say about placemats

What buyers love

What buyers complain about

Top return reasons

Common questions

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