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Slate Placemats

Fail

The top 5 brands take 97% of clicks, so Slate Placemats is a Fail.

Flapen Score
44
44 / 100
Ranks 4,195 of 5,777 Home & Garden niches · −7 vs the category median of 51
Market size
£61K/yr72K searches / yr
90-day growth
-21.4%search demand this quarter
Competition
62%top-5 click share · 7 brands · 19 sellers

Flapen Score

Slate Placemats against its category

The dotted line is the Home & Garden average. Past it, Slate Placemats is stronger. Inside it, weaker.

44Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Slate Placemats market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Slate Placemats 72K times last year and spent an estimated £61K. The top 5 brands take 97% of clicks. Demand peaks in Nov–Dec. Flapen scores it 44 out of 100, a Fail.

01 · Demand

5.5% of searches ended in a purchase last week.

Shoppers searched for this 72K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.5% of those searches ended in a purchase. Searches in the last 90 days moved -21.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £61K a year.

Searches, last 12 months
72K
Growth, 90 days vs prior 90
-21.4%
Conversion, latest week
5.5%
Market size, estimated
£61Ka year
Peak month
December2.4× the quietest month
Top search term
slate placemats61K searches a year

02 · Price

A sale here is worth £15.30.

Listings sell for £15.30 on average, from £7.40 to £24.52. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 100 to 250 of them. At £15.30 that is £2K to £4K a year per listing.

Average price
£15.30inside the $15 to $100 sweet spot
Price range
£7.40–£24.52
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
100–250
Revenue per listing a year
£2K–£4K
Returns
0.7%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

88% of listings pay for placement with sponsored ads. 81% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #125 within Dishware & Serving Pieces. It carries 1,222 reviews at 4.29 stars, so a new listing needs social proof before a better product.

Sponsored listings
88%
Prime listings
81%
Out of stock, average day
0.0%
Average rank
#125in Dishware & Serving Pieces
Average rating
4.29 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,222per listing
Listings tracked
16

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 47 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
47 months

Products

Top Slate Placemats products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 62% of clicks. Leaders hold, but buyers still shop past them.

£0£6K£12K£18K£24K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 falling

Sellers

19

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

1%

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

Demand

Slate Placemats search demand

Weekly searches over the year, seasonality beneath. Pick a range.

3K2KPrime Day '25Spike '25Black Friday '25Holiday '25DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

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

Search terms

Top Slate Placemats search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • slate placemats61K/yr
  • slate placemats and coasters7K/yr
  • slate table mats5K/yr

Reviews and returns

What reviews say buyers love and hate about Slate Placemats

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Quality-Overall29%+1.17

Long term quality not as expected

No longer a quality product

Absolute rubbish

Thickness14%−0.15

They are quite thin for slate mats

Good a bit thinner than expected

Durability14%−0.20

bits flake off from time to time

i thought this would mean more durable but the are infact peeling already

however small bits of slate fall off them when used/moved

Ease Of Use7%−0.08

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

Size-Overall6%+0.47

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

to small for dinner plates

Love

Quality-Overall40%+1.17

good quality table mats

Excellent product

Good-quality placemats which look extremely natural

Value For Money22%+1.86

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

Good value for money

Good value

Advertised Vs Actual Product14%+0.49

Exactly what I needed

Exactly as described

Exactly as look in picture and description

Size-Overall5%+0.47

Amazing and just the right size

Perfect fit for our table

Got them for my dining room table fit perfectly

Ease Of Use3%−0.08

Beautiful and useful

very practical to use buy them

Return

0.7% Return rate 57% Fixable by listing

Size-Overall39%▄▄▆▆█▄

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

to small for dinner plates

Defective Material/Parts11%▁█▄█▄▄
Weight Heavy7%▄▆▁▃▂█
Quality-Overall6%█▁▂▄▁▆

Long term quality not as expected

No longer a quality product

Absolute rubbish

Color6%█▆▃▃▁▂

FAQ

Common Slate Placemats questions

Answered from the same tracked data.