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Turtle Mat

Fail

Demand is soft, at -37.2% this quarter, so Turtle Mat is a Fail.

Flapen Score
42
42 / 100
Ranks 4,560 of 5,777 Home & Garden niches · −9 vs the category median of 51
Market size
£29K/yr96K searches / yr
90-day growth
-37.2%search demand this quarter
Competition
27%top-5 click share · 13 brands · 20 sellers

Flapen Score

Turtle Mat against its category

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

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Turtle Mat market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Turtle Mat 96K times last year and spent an estimated £29K. The top 5 brands take 92% of clicks. Demand peaks in Jan–Feb–Nov–Dec. Flapen scores it 42 out of 100, a Fail.

01 · Demand

0.9% of searches ended in a purchase last week.

Shoppers searched for this 96K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.9% of those searches ended in a purchase. Searches in the last 90 days moved -37.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £29K a year.

Searches, last 12 months
96K
Growth, 90 days vs prior 90
-37.2%
Conversion, latest week
0.9%
Market size, estimated
£29Ka year
Peak month
November2.7× the quietest month
Top search term
hug rug26K searches a year

02 · Price

A sale here is worth £32.85.

Listings sell for £32.85 on average, from £5.14 to £95.90. Amazon reports units sold in ranges. This niche sold 750 to 1K a year. The average listing sells 0 to 100 of them. At £32.85 that is £0 to £3K a year per listing.

Average price
£32.85inside the $15 to $100 sweet spot
Price range
£5.14–£95.90
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
750–1K
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
2.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

82% of listings pay for placement with sponsored ads. 36% ship with Prime. On an average day, 27.8% of listings are out of stock. The average listing ranks #1,420 within Doormats. It carries 1,304 reviews at 4.48 stars, so a new listing needs social proof before a better product.

Sponsored listings
82%
Prime listings
36%
Out of stock, average day
27.8%
Average rank
#1,420in Doormats
Average rating
4.48 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,304per listing
Listings tracked
61

04 · Newcomers

Amazon counts 0 of last year's 3 launches as successful.

3 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 36 months on average, so the names here are settling in.

Launched, last 12 months
3
Successful launches
0Amazon's first-year sales bar
Average brand age
36 months

Products

Top Turtle Mat 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 only 27% of clicks. An open shelf where new products get seen.

£0£578£1K£2K£2K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)3 products missing review or click data not plotted

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

Turtle Mat search demand

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

4K3KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25SepDecMarJunAugNovMarMay

Peak months: Jan, Feb, Nov, Dec · busiest ÷ quietest = 2.7×

Search terms

Top Turtle Mat search terms shoppers use

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

  • hug rug26K/yr
  • turtle mat19K/yr
  • turtle mats indoor washable18K/yr
  • hug rug door mat19K/yr
  • turtle mats9K/yr
  • turtle mats indoor4K/yr

Reviews and returns

What reviews say buyers love and hate about Turtle Mat

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

Complain

Thickness11%−0.13

a rather thin mat

Not thin enough

Not as thick as I thought

Size-Overall11%−0.03

bigger than I was expecting

Too small

Slightly smaller than it looks

Quality-Overall11%+2.40

Cheap

Absolute rubbish

Poor quality

Grip9%−0.11

Very slippery

slips when you stand on it

Slips a little

Value For Money9%+0.22

Overpriced for what it is

although its more expensive than your typical doormat

Not worth the price

Love

Quality-Overall33%+2.40

Good quality mat

High quality Mat

Excellent product

Value For Money14%+0.22

Good value for money

reasonable price

Good deal

Advertised Vs Actual Product9%+0.32

Does the job

just what I wanted

As described

Ease Of Cleaning9%+0.47

Easy to keep clean

keeps the rest of the house clean

it cleans it up really nicely each time

Color5%+0.37

beautiful colour

colour my dog thinks it's wonderful

Lovely grey

Return

2.1% Return rate 75% Fixable by listing

Size-Overall50%█▇█▇▆▇

bigger than I was expecting

Too small

Slightly smaller than it looks

Color19%▅▇▅▅█▇
Quality-Overall9%█▄█▅▇█

Cheap

Absolute rubbish

Poor quality

Thin4%▄▅▇▄█▅
Thickness4%▅▅▄█▄█

a rather thin mat

Not thin enough

Not as thick as I thought

FAQ

Common Turtle Mat questions

Answered from the same tracked data.