turtle mat
Skip itSoft demand (-37.2% this quarter) — this niche doesn't clear our bar today.
Avg price
Incredible£32.85avg listing price — sweet spot $15–$100
Competition
Great27%top-5 click share — an open shelf
Price range
Great£5.14–£95.90cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Good2.1%return rate — above 5% kills the launch gate
Review moat
Good1,304.33avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Bad92%top-5 brand share — brand-locked demand
Conversion
Bad0.9%search→purchase rate — share of searches ending in a sale
Market size
Bad£29K£29K/yr · 96K searches
Growth
Bad-37.2%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, turtle mat is a £29K/yr Amazon United Kingdom market (96K searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Jan–Feb–Nov–Dec. Verdict: Skip it — 42/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
turtle mat market data
- Units sold / yr
- 750–1K
- avg 0–100/product
- Revenue / yr
- £25K–£33K
- units × avg price
- Conversion rate
- 0.9%
- Avg BSR
- #1,420
- Page quality
- 0%
- Prime
- 36%
- Sponsored
- 82%
- Out of stock
- 27.8%
- Avg brand age
- 36 months
- Avg seller age
- 185 days
Competition & brand share
Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.Brands
13 falling
Sellers
20
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
27%
Top 20: 66%
Open market
6%
- HUG RUG40%
- Turtle Mat28%
- PURRUGS15%
- DEXI5%
- BLADO3%
- FCSDETAIL2%
- Open — no brand owns it (7 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -37.2% search growth over the last 90 days.Peak months: Jan, Feb, Nov, Dec · busiest ÷ quietest = 2.7×
Top turtle mat search terms
- hug rug26K/yr
- turtle mat19K/yr
- turtle mats indoor washable18K/yr
- hug rug door mat19K/yr
- turtle mats9K/yr
- turtle mats indoor4K/yr
Top turtle 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
PURRUGS Dirt Trapping Door Mat 50 x 80 cm Non-Slip Machine Washable Entrance Mat Dog Doormat Super Absorbent Entry Rug for Front Door Back Door Muddy Shoes and Paws Taupe
PURRUGS£20.434.6★1,826 rev
HUG RUG Washable Dirt Trapper Door Mat Kitchen Hallway Doorway Made in the UK Select Portland Stone Stripe 50X75
HUG RUG£21.354.7★10 rev
Turtle Mat 75x100 cm Graphite - LATEX backing for Hard Floors - highly absorbent barrier mat
Turtle Mat£59.574.3★96 rev
HUG RUG Washable Dirt Trapper Door Mat Kitchen Hallway Doorway Made in the UK Plains Candy Bright (50x75cm)
HUG RUG£21.574.8★12 rev
Turtle Mat Latex Backed 75x50cm - Sage Green
Turtle Mat£32.644.0★4 rev
Newest
by launch date
HUG RUG Plains Candy Sand Washable Door Mat Indoor Use for Doorway Hallway Patio & Kitchen Made in the UK 50 x 75cm
HUG RUG£21.630 rev
HUG RUG Washable Dirt Trapper Door Mat Kitchen Hallway Doorway Made in the UK Plains Candy Bright (50x75cm)
HUG RUG£21.5712 rev
HUG RUG Washable Dirt Trapper Door Mat Kitchen Hallway Doorway Made in the UK Plains Candy Bright 80x100
HUG RUG£42.0629 rev
HUG RUG Washable Dirt Trapper Door Mat Kitchen Hallway Doorway Made in the UK Nature 35 65x85cm
HUG RUG£42.2429 rev
HUG RUG Washable Dirt Trapper Door Mat Kitchen Hallway Doorway Made in the UK Garden Multi Floral 50x75cm
HUG RUG£31.107 rev
Trending
90-day click momentum
Turtle Mat Runner Flower Fields 75X120cm Blue - Dee Hardwicke design - Highly absorbent Indoor barrier mat with Multi-Grip backing A120DT
Turtle Mat£95.900.0★
Turtle Mat Blue 50x75cm Inside and Outside Washable with Latex Backing
Turtle Mat£35.040.0★
HUG RUG Washable Dirt Trapper Door Mat Kitchen Hallway Doorway Made in the UK Sense Ghost Grey 50X75
HUG RUG£25.144.8★
HUG RUG Plains Candy Sand Washable Door Mat Indoor Use for Doorway Hallway Patio & Kitchen Made in the UK 50 x 75cm
HUG RUG£21.630.0★
Turtle Mat Latex Backed 75x50cm - Sage Green
Turtle Mat£32.644.0★
What buyers say about turtle mat
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality mat”
“Good value for money”
“Does the job”
“Easy to keep clean”
“beautiful colour”
“Fits perfect”
“Does the job”
“Non slip”
“Soft thick mat, good quality”
“Ideal for use”
What buyers complain about
“a rather thin mat”
“bigger than I was expecting”
“Cheap”
“Very slippery”
“Overpriced for what it is”
“Not sure it will last that long though”
“does not look like the pictures”
“sticky left on mat”
“doesnt wash well”
“These mats feel cheap”
Top return reasons
Common questions
- Is turtle mat profitable to sell on Amazon United Kingdom?
- The niche generates £29K/yr across 61 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -37.2%. Flapen's verdict: Skip it (42/100).
- How competitive is the turtle mat niche?
- 13 brands and 20 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in turtle mat?
- Top complaints mined from reviews: Thickness, Size-Overall, Quality-Overall. The return rate is 2.1%.
- When does demand for turtle mat peak?
- Demand peaks in Jan–Feb–Nov–Dec; the busiest month runs 2.7× the quietest.
- What does it cost to enter the turtle mat niche?
- Listings span £5.14–£95.90; the average listing price is £32.85 (sweet spot $15–$100). The average incumbent carries 1,304 reviews — the moat a new listing must climb.