---
title: "Placemats — £531K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/placemats"
last_updated: "2026-07-31T22:24:53.245Z"
locale: en
meta:
description: "Niche score 55/100 · £531K/yr market · 2.7M searches/yr · £12.61 avg price. Soft demand (-23.5% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · £531K/yr market · 2.7M searches/yr · £12.61 avg price. Soft demand (-23.5% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Placemats — £531K/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 61Growth 13Conversion 20Competition 86Returns 66Price range 58Avg price 55Brand share 86Review moat 50Quality gap 60
**Competition**
**Great****29%**
top-5 click share — an open shelf
**Brand share**
**Great****49%**
top-5 brand share — no brand owns this niche
**Returns**
**Good****2.4%**
return rate — above 5% kills the launch gate
**Market size**
**Good****£531K**
£531K/yr · 2.7M searches
**Quality gap**
**Good****4.4★**
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**
**Good****1,488.04**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Bad****1.6%**
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**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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**
**78**
**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.
125K75KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 2.8×
[**Open Trend **](https://flapen.com/research/uk/home-garden/placemats/trend)
## **Top placemats search terms**
- **placemats**525K/yr-24.4%0.7% conv. - **table mats**402K/yr-30.7%0.7% conv. - **place mats for table**321K/yr-24.5%0.8% conv. - **place mats**223K/yr-21.8%0.7% conv. - **table mats set of 6**160K/yr-17.6%0.9% conv. - **placemats and coaster sets 6**178K/yr-24.4%0.7% conv. - **table mats set of 4**110K/yr-20.0%0.9% conv. - **table placemats**98K/yr-10.1%0.6% conv. - **placemats set of 4**73K/yr-29.2%0.7% conv. - **place mats for table 6**89K/yr-31.7%0.9% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/placemats/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.
0%2%£11K4%£21K6%£32K8%£43K101001K10K 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**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**£14.87**4.6★1,311 rev](https://www.amazon.co.uk/dp/B09QMCPGVL) [2**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**£10.07**4.3★7,677 rev](https://www.amazon.co.uk/dp/B07CYWKJRY) [3**Myir JUN Table Mats Placemats Set of 6 Place Mats for Table Woven Vinyl**Myir JUN**£10.68**4.5★7,496 rev](https://www.amazon.co.uk/dp/B07FMZT5CF) [4**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**£18.06**4.4★1,633 rev](https://www.amazon.co.uk/dp/B01H2SLMY0) [5**Heat Resistant Cork Back Table Place Mats Set of 4 Pretty Water Colour Busy Bees Design by Jennifer Rose Gallery**The Leonardo Collection**£8.34**4.4★959 rev](https://www.amazon.co.uk/dp/B07QFY4J5T)
**~~View all top sellers →~~**
### **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**£7.07**34 rev11mo ago](https://www.amazon.co.uk/dp/B0FMJSSPLR) [**20CM Placemats Set of 4 Round Cotton Braided Woven Placemats**QHSXMQ**£6.26**61 rev1y ago](https://www.amazon.co.uk/dp/B0DPDJFDS7) [**Myir JUN Leather Table Mats and Coasters Dual-Sided Placemats Waterproof**Myir JUN**£12.17**2,349 rev1y ago](https://www.amazon.co.uk/dp/B0DLKVBG7D) [**APLKER PU Leather Placemats 17×12 Washable Dual Sided Table Mats Set of 6**APLKER**£14.46**387 rev1y ago](https://www.amazon.co.uk/dp/B0DC3KL52Y) [**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**£12.77**7,677 rev2y ago](https://www.amazon.co.uk/dp/B0CRZ2K9PS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£12.77**4.3★**▲ 94%**](https://www.amazon.co.uk/dp/B0CRZ2K9PS) [**Purejoy Placemats and Coaster 6 Sets PVC Christmas Table Mats Heat-Resistant Washable and Non-Slip 45 * 30 cm Dinner Table Mats Set of 6 for Kitchen Table Indoor Outdoor (Beige)**Purejoy**£17.20**4.6★**▲ 81%**](https://www.amazon.co.uk/dp/B09QMCVJ37) [**APLKER PU Leather Placemats 17×12 Washable Dual Sided Table Mats Set of 6**APLKER**£14.46**4.8★**▲ 70%**](https://www.amazon.co.uk/dp/B0DC3KL52Y) [**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 Mat Table Indoor (Light Grey)**Purejoy**£15.13**4.6★**▲ 61%**](https://www.amazon.co.uk/dp/B09QMF681V) [![Euqvunn Placemats and Coaster Set of 6 Heat-Resistant Non-Slip and Washable [Dual-Sided] PU Table Place Mats for Kitchen Indoor Outdoor (43×30cm-Grey)](https://m.media-amazon.com/images/I/51UqXhs1oBL.jpg)**Euqvunn Placemats and Coaster Set of 6 Heat-Resistant Non-Slip and Washable \[Dual-Sided\] PU Table Place Mats for Kitchen Indoor Outdoor (43×30cm-Grey)**Euqvunn**£12.19**4.4★**▲ 55%**](https://www.amazon.co.uk/dp/B0F6LDYXYS)
**~~View all trending →~~**
## **What buyers say about placemats**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**29%
*“Excellent product”*
**Ease Of Cleaning**11%
*“easy to clean down”*
**Value For Money**11%
*“Good for the price”*
**Design-Overall**8%
*“Beautiful design”*
**Color**7%
*“Colours are lovely”*
**Advertised Vs Actual Product**6%
*“As advertised”*
**Size-Overall**5%
*“They are just the right size”*
**Durability**4%
*“feels durable”*
**Material Quality**3%
*“The material feels durable”*
**Thickness**2%
*“The mats themselves are a really good thickness”*
### **What buyers complain about **
**Quality-Overall**17%
*“Low quality”*
**Thickness**12%
*“Lost one star as the thickness of the mats could be better quality”*
**Size-Overall**7%
*“Quite large”*
**Value For Money**6%
*“more expensive than they are”*
**Stain Resistance**6%
*“they do have some stains on them”*
**Durability**5%
*“torn after just 10 days of use”*
**Grip**4%
*“slide all over the table so not very secure at all otherwise would have been a 5 star review”*
**Heating**3%
*“Burnt my table with a hot dish”*
**Strength**3%
*“a bit flimsy”*
**Smell**3%
*“Opening them, there was a slight smell”*
### **Top return reasons **
**Size-Overall**37%
**Color**18%
**Quality-Overall**13%
**Thin**5%
**Material Quality**5%
**Advertised Vs Actual Product**3%
**Strength**3%
**Thickness**2%
**Defective Material/Parts**1%
**Smell**1%
## **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.
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