silicone baking mat
Skip itPrices mostly outside the sweet spot ($3.99–$10.71) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Conversion
Good6.7%search→purchase rate — share of searches ending in a sale
Competition
Good52%top-5 click share — leaders hold, buyers still browse
Brand share
Good72%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£132K£132K/yr · 284K searches
Review moat
Bad12,060.08avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£6.98avg listing price — sweet spot $15–$100
Growth
Bad-34.3%90-day search growth — must beat 0% to launch
Price range
Bad£3.99–£10.71cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, silicone baking mat is a £132K/yr Amazon United Kingdom market (284K searches/yr). The top 5 brands hold 72% of demand. Demand peaks in Jan–Dec. Verdict: Skip it — 42/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
silicone baking mat market data
- Units sold / yr
- 15K–20K
- avg 500–750/product
- Revenue / yr
- £105K–£140K
- units × avg price
- Conversion rate
- 6.7%
- Avg BSR
- #41
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 83%
- Out of stock
- 1.4%
- Avg brand age
- 37 months
- Avg seller age
- 188 days
Competition & brand share
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.Brands
15 falling
Sellers
20
Top-5 brand share
72%
Top 20: 100%
Top-5 click share
52%
Top 20: 95%
Open market
22%
- Lazymi23%
- Amazon Basics22%
- Folksy Super Kitchen9%
- FOLAI9%
- Yowlens9%
- Huglux6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -34.3% search growth over the last 90 days.Peak months: Jan, Dec · busiest ÷ quietest = 2.7×
Top silicone baking mat search terms
- silicone baking mat74K/yr
- baking mat34K/yr
- pastry mat28K/yr
- silicone baking sheets27K/yr
- silicone mats for baking18K/yr
- silicone baking mats14K/yr
- reusable baking sheet11K/yr
- dough mat11K/yr
- silicone pastry mat11K/yr
- baking mats non stick silicone8K/yr
Top silicone baking 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
Amazon Basics Rectangular Silicone Baking Mat Old Standard 2 Count 42L x 29.5W cm New Beige/Gray
Amazon Basics£5.294.6★116,818 rev
4 Piece Set Silicone NonStick Baking Mats Sheet with Measurement-Resuable Non-Slip Tray Liners Pastry/Macaron/Cake/Cookie/Bread Making Fit for Table Mat Counter Mat (Red Purple Blue Grey)
Lazymi£10.404.7★6,000 rev
Silicone Baking Mat Non Stick Pastry Rolling Mat - 40×50cm
Yowlens£4.154.3★192 rev
Silicone Baking Mat NonStick Baking Mats (x3) Non-Slip Washable Reusable Heat Resistant Non-Toxic Flexible Non-Stick Easy to Clean Baking Sheet(16.5x11)
FOLAI£7.604.6★4,301 rev
Lazymi Thick Silicone Baking Mat: 40 x 50cm Non Stick Pastry Rolling Mat with Measurement Non-Slip Silicon Dough Kneading Mat Silicone Baking Sheet for Pie/Cake/Pizza/Fondant Icing (Red+Scraper)
Lazymi£6.354.7★4,443 rev
Newest
by launch date
Huglux Silicone Baking Mat with Measurements 70 × 50 cm Extra Large Thick Non-Stick Baking Pastry Mat Rolling Kneading Mat for Pie/Bread/Pizza/Fondant Red
Huglux£5.73271 rev
10 Pcs 30x40cm Silicone Baking Sheets Reusable Silicone Baking Mats for Bread Cookies Pastries Meat Non-Stick Baking Mat Oven Liner for Home Ovens Bakeries Studios
YTLSDHF£7.6212 rev
Silicone Baking Mat Non Stick Silicone Mats for Baking Reusable Baking Sheets for Pastry Cookies Bread Baking Tools Accessories
Koolstuffs£7.11103 rev
Huglux Extra Large Silicone Baking Mat 70×50cm Non Slip Dough Rolling Mat with Measurements Thick Non-Stick Pastry Mat BPA Free Food Grade Kneading Mat for Bread Pizza Fondant
Huglux£5.81271 rev
VIRAHYEM 3 Pack Silicone Baking Mat 16.5x11.6(42 x 29.5 cm) BPA Free Non-Stick Bakeware Mat Set Heat-Resistant Reusable Silicone Baking Sheets for Microwave Oven Baking Tray Baking Pan
VIRAHYEM£5.7273 rev
Trending
90-day click momentumHuglux Silicone Baking Mat with Measurements 70 × 50 cm Extra Large Thick Non-Stick Baking Pastry Mat Rolling Kneading Mat for Pie/Bread/Pizza/Fondant Red
Huglux£5.734.5★
10 Pcs 30x40cm Silicone Baking Sheets Reusable Silicone Baking Mats for Bread Cookies Pastries Meat Non-Stick Baking Mat Oven Liner for Home Ovens Bakeries Studios
YTLSDHF£7.624.1★
VIRAHYEM 3 Pack Silicone Baking Mat 16.5x11.6(42 x 29.5 cm) BPA Free Non-Stick Bakeware Mat Set Heat-Resistant Reusable Silicone Baking Sheets for Microwave Oven Baking Tray Baking Pan
VIRAHYEM£5.724.4★
Huglux Extra Large Silicone Baking Mat 70×50cm Non Slip Dough Rolling Mat with Measurements Thick Non-Stick Pastry Mat BPA Free Food Grade Kneading Mat for Bread Pizza Fondant
Huglux£5.814.5★
4 Piece Set Silicone NonStick Baking Mats Sheet with Measurement-Resuable Non-Slip Tray Liners Pastry/Macaron/Cake/Cookie/Bread Making Fit for Table Mat Counter Mat (Grey)
Lazymi£10.404.7★
What buyers say about silicone baking mat
What buyers praise and complain about, mined from review topics.What buyers love
“biscuits easy to clean”
“Excellent product”
“Good size”
“Good value”
“Great product for baking lovers”
“Really handy”
“Great non stick mats”
“Does the job”
“for making pastry and pasta, kneeding bread dough it's perfect for my requirements”
“Good thick”
What buyers complain about
“Really big”
“Hard to clean”
“Not sure about the quality”
“Has a very unpleasant chemical smell”
“Very thick sheets”
“my chips stuck had to use oil not as good has my old ones which were from Aldi”
“makes handling and storing them really awkward”
“Discoloured very quickly & became unusable”
“Split at 2 folding points”
“I was expecting two conventional baking sheets not some strange material ones”
Top return reasons
Common questions
- Is silicone baking mat profitable to sell on Amazon United Kingdom?
- The niche generates £132K/yr across 24 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -34.3%. Flapen's verdict: Skip it (42/100).
- How competitive is the silicone baking mat niche?
- 15 brands and 20 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 72% of demand.
- What do buyers complain about in silicone baking mat?
- Top complaints mined from reviews: Size-Overall, Ease Of Cleaning, Quality-Overall. The return rate is 0.7%.
- When does demand for silicone baking mat peak?
- Demand peaks in Jan–Dec; the busiest month runs 2.7× the quietest.
- What does it cost to enter the silicone baking mat niche?
- Listings span £3.99–£10.71; the average listing price is £6.98 (sweet spot $15–$100). The average incumbent carries 12,060 reviews — the moat a new listing must climb.