Is slate placemats profitable to sell on Amazon United Kingdom?

The niche generates £61K/yr across 16 tracked products. 90-day search growth is -21.4%. Flapen's verdict: Skip it (44/100).

How competitive is the slate placemats niche?

7 brands and 19 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in slate placemats?

Top complaints mined from reviews: Quality-Overall, Thickness, Durability. The return rate is 0.7%.

When does demand for slate placemats peak?

Demand peaks in Nov–Dec; the busiest month runs 2.4× the quietest.

What does it cost to enter the slate placemats niche?

Listings span £7.40–£24.52; the average listing price is £15.30 (sweet spot $15–$100). The average incumbent carries 1,222 reviews — the moat a new listing must climb.

slate placemats

Skip it

Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Avg price

Great£15.30

avg listing price — sweet spot $15–$100

Conversion

Good5.5%

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

Review moat

Good1,222

avg incumbent reviews — the moat a new listing must climb

Price range

Good£7.40–£24.52

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

Competition

Okay62%

top-5 click share — leaders hold, buyers still browse

Market size

Bad£61K

£61K/yr · 72K searches

Growth

Bad-21.4%

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

Brand share

Bad97%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, slate placemats is a £61K/yr Amazon United Kingdom market (72K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 44/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

slate placemats market data

Units sold / yr: 3K–4K; avg 100–250/product
Revenue / yr: £46K–£61K; units × avg price
Conversion rate: 5.5%
Avg BSR: #125
Page quality: 0%
Prime: 81%
Sponsored: 88%
Out of stock: 0.0%
Avg brand age: 47 months
Avg seller age: 208 days

Competition & brand share

The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.

Brands

7 falling

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

Argon Tableware58%
Maison & White23%
Navaris6%
Pimpernel6%
Creative Tops5%
XCDMJ2%
Open — no brand owns it (1 brand, 1%)

Demand & seasonality

Weekly Amazon search volume, last 85 weeks — -21.4% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.4×

Open Trend

Top slate placemats search terms

slate placemats61K/yr -22.4%4.0% conv.
slate placemats and coasters7K/yr -23.1%3.5% conv.
slate table mats5K/yr -2.9%4.8% conv.

All search terms

Top slate 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 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Argon Tableware 12 Piece Rectangular Slate Placemats & Coasters Set - Black Natural Stone Dinnerware Plate Placemats Drink Mats for Kitchen Home Bar Restaurant Weddings Events

Argon Tableware£14.944.3★1,026 rev

Argon Tableware Rectangle Slate Placemats - 30 x 20cm - Pack of 4 - Black Natural Stone Slate Dinner Mats Dinnerware Plate Placemats for Kitchen Home Bar Restaurant Weddings Events

Argon Tableware£12.084.4★550 rev

Natural Slate Placemats & Coasters - 12 pcs | Square Drink Coasters & Rectangle Food Place Mats | Fine Cut Tablemats | Contemporary Tableware | M&W

Maison & White£16.524.3★3,929 rev

Argon Tableware Rectangle Slate Dinner Plate - 29 x 12cm - Pack of 6 - Natural Slate Rustic Raw Cut Serving Dish Cheese Board Savoury Mat with Soft Padded Feet

Argon Tableware£11.424.5★617 rev

Natural Slate Placemats & Coasters - 8pcs | Square Drink Coasters & Rectangle Food Place Mats | Fine Cut Tablemats | Contemporary Tableware | M&W

Maison & White£14.874.3★3,929 rev

Newest

by launch date

CAPASTEC Reptiles Slate Rocks Basking Surface Reptile Basking Platform Enhances Climbing Activity 7.87x3.94 Black Gray

CAPASTEC£7.4048 rev

1y ago

XCDMJ Tableware Slate Serving Platter Set of 2 Slate Place Mat Serving Trays - Medium Stone Table Mat Serving Platter Tiles - 20x20 cm

XCDMJ£7.8540 rev

1y ago

Navaris Natural Slate Serving Plates - Set of 4 Slate Place Mat Serving Trays - Medium Rectangular Stone Table Mat Serving Platter Tiles - 30 x 20 cm

Navaris£14.83250 rev

3y ago

Argon Tableware Rectangle Slate Placemats - 30 x 20cm - Pack of 4 - Black Natural Stone Slate Dinner Mats Dinnerware Plate Placemats for Kitchen Home Bar Restaurant Weddings Events

Argon Tableware£12.08550 rev

5y ago

Navaris Natural Slate Serving Plates - Set of 6 Slate Place Mat Serving Trays - Medium Rectangular Stone Table Mat Serving Platter Tiles - 30 x 20 cm

Navaris£21.722,689 rev

6y ago

What buyers say about slate placemats

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

What buyers love

Quality-Overall40%

“good quality table mats”

Value For Money22%

“Very good value for money quite small can only just fit a dinner plate on them no room for knife”

Advertised Vs Actual Product14%

“Exactly what I needed”

Size-Overall5%

“Amazing and just the right size”

Ease Of Use3%

“Beautiful and useful”

Stitch/Finish/Polish2%

“Stylish finish”

Design-Overall2%

“Very aesthetic”

Baking1%

“I loves these for my cake stall”

Color1%

“Good-quality placemats which look extremely natural”

Correct Contents1%

“Item came as described”

What buyers complain about

Quality-Overall29%

“Long term quality not as expected”

Thickness14%

“They are quite thin for slate mats”

Durability14%

“bits flake off from time to time”

Ease Of Use7%

“Shall I just dispose of this as its no good for use”

Size-Overall6%

“Didn't check the sizing before purchasing so it is smaller than expected for the square shape of my plates”

Gifting Purpose4%

“did not return as was a gift from our young son”

Value For Money4%

“in my opinion they are not worth bothering about even at that price”

Leak-Proof4%

“The one problem is they are not sealed so they just sock up anything that get spilled on them”

Top return reasons

Size-Overall39%

Defective Material/Parts11%

Weight Heavy7%

Quality-Overall6%

Color6%

Scratch Resistance4%

Advertised Vs Actual Product4%

Design-Overall3%

Stain Resistance3%

Thin2%

Common questions

Is slate placemats profitable to sell on Amazon United Kingdom?: The niche generates £61K/yr across 16 tracked products. 90-day search growth is -21.4%. Flapen's verdict: Skip it (44/100).
How competitive is the slate placemats niche?: 7 brands and 19 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in slate placemats?: Top complaints mined from reviews: Quality-Overall, Thickness, Durability. The return rate is 0.7%.
When does demand for slate placemats peak?: Demand peaks in Nov–Dec; the busiest month runs 2.4× the quietest.
What does it cost to enter the slate placemats niche?: Listings span £7.40–£24.52; the average listing price is £15.30 (sweet spot $15–$100). The average incumbent carries 1,222 reviews — the moat a new listing must climb.