welcome mat
Worth a lookShows no brand lock-in (top 5 brands take 45% of clicks), but a small market ($43K/yr) keeps it on the watch list.
Brand share
Great45%top-5 brand share — no brand owns this niche
Returns
Great1.2%return rate — above 5% kills the launch gate
Competition
Great32%top-5 click share — an open shelf
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Review moat
Good1,207.29avg incumbent reviews — the moat a new listing must climb
Price range
Good£4.45–£28.33cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£10.64avg listing price — sweet spot $15–$100
Conversion
Okay2.3%search→purchase rate — share of searches ending in a sale
Growth
Bad-2.1%90-day search growth — must beat 0% to launch
Market size
Bad£43K£43K/yr · 178K searches
According to Flapen's Amazon United Kingdom niche tracking, welcome mat is a £43K/yr Amazon United Kingdom market (178K searches/yr). The top 5 brands hold 45% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
welcome mat market data
- Units sold / yr
- 4K–5K
- avg 0–100/product
- Revenue / yr
- £43K–£53K
- units × avg price
- Conversion rate
- 2.3%
- Avg BSR
- #234
- Page quality
- 0%
- Prime
- 63%
- Sponsored
- 82%
- Out of stock
- 7.3%
- Avg brand age
- 36 months
- Avg seller age
- 194 days
Competition & brand share
Clicks spread well past the top 5 (32% combined) — an open shelf where new products get seen.Brands
34 rising
Sellers
52
Top-5 brand share
45%
Top 20: 89%
Top-5 click share
32%
Top 20: 74%
Open market
50%
- Yimobra15%
- Homaxy12%
- OHS7%
- CaySep6%
- Eohak5%
- EDS5%
Demand & seasonality
Weekly Amazon search volume, last 88 weeks — -2.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top welcome mat search terms
- welcome mat124K/yr
- welcome mat outdoor27K/yr
- welcome door mat19K/yr
- outdoor welcome mat9K/yr
Top welcome 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
Homaxy Welcome Door Mat Dirt Trapper Doormats Non-Slip Low Profile Durable Door Mat for Outdoor Indoor Entrance Patio Front Back Door (40 x 60cm Black)
Homaxy£8.554.2★3,641 rev
Yimobra Welcome Door Mat 75 x 43 cm Heavy Duty Durable Front Door Mat for Home Entrance Garage and Garden Outside Entryway Floor Mat Non Slip Fade Resistant Easy Clean Black
Yimobra£12.124.3★4,490 rev
CaySep Floral Welcome Mats Flower Coir Door Mat Colorful Spring Door Mat Indoor Entrance Cute Decorative Outdoor Doormats Non Slip Outside Door Mats for Front Door Rugs 43 * 74cm
CaySep£11.413.9★215 rev
Eohak Welcome-Ish Front Door Mat - Welcome-Ish Depends Who You are Doormat Non Slip Backing Mat for Home Entry Farmhouse17x 29
Eohak£11.164.3★458 rev
Yimobra welcome door mat Heavy Duty Sturdy Front Mats for Home Entrance Outdoor Indoor Non Slip Backing Exterior Mats for Outside Patio Porch Farmhouse 75 x 43 cm Black Gray
Yimobra£13.254.5★591 rev
Newest
by launch date
OHS Coir Front Door Mat Welcome Print Stylish Scallop Edge Non-Slippery Heavy Duty Washable Door Mats Outdoor & Indoor Perfect for Dirt Trapping Bright Pink - 40 x 60cm
OHS£8.0869 rev
Door Mat Indoor Outdoor Entrance 40x60 cm Faux Coir Front Door Mats with Thick Bristles Decorative Colorful Spring Flower Doormat Inside Non Slip Backing Outside Welcome Rug for Door Decor Small
KoolYouth£12.1733 rev
AMEHA Door Mat Indoor & Outdoor Brown 40x60 Cm Heavy Duty Rubber Door Mats Dirt Trapper Non Slip Washable Barrier Floor Mat Entrance Rug Shoes Scraper Super Absorbent Front Doormats
AMEHA£4.481,267 rev
Flatro Coir Outdoor Door Mat | 60 X 40cm Coconut Coir Welcome Mat | Entrance Doormat with Non-Slip Rubber Backing for Trapping Dirt Mud & Moisture (Welcome Pack of 1)
Flatro£10.0372 rev
A1 Graphics Ltd Whalecum Doormat Funny Whale Pun Welcome Mat Rude Humour Gift Novelty Door Mat for Adults Naughty Housewarming Present
A1 Graphics Ltd£13.673 rev
Trending
90-day click momentumDoor Mat Indoor Outdoor Entrance 40x60 cm Faux Coir Front Door Mats with Thick Bristles Decorative Colorful Spring Flower Doormat Inside Non Slip Backing Outside Welcome Rug for Door Decor Small
KoolYouth£12.173.6★
JVL Heavy Duty Welcome PVC Backed Coir Entrance Door Mat Vinyl Brown 33.5 x 60 cm 02-424
JVL£6.934.4★
EDS Welcome Coir Door Mat Heavy Duty Non Slip Indoor Outdoor Mat Machine Washable Doormat & Shoe Scraper Removes Grass Mud & Dirt Perfect for Front Door Patio & Entrance(PACK OF 1 45 x 75 cm)
EDS£9.674.6★
A1 Graphics Ltd Whalecum Doormat Funny Whale Pun Welcome Mat Rude Humour Gift Novelty Door Mat for Adults Naughty Housewarming Present
A1 Graphics Ltd£13.673.6★
COLOR&GEOMETRY Super Heavyweight TPE Welcome Mat Outdoor 43x75cm Black
COLOR&GEOMETRY£28.334.4★
What buyers say about welcome mat
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality mat”
“Fair price”
“As described”
“Really bright colours”
“Easy to clean”
“Fits perfect”
“mat non slip”
“Looks really cute and durable”
“Appealing design”
“Sturdy”
What buyers complain about
“Runs small”
“Not great quality”
“A little thinner than expected”
“It doesnt last”
“looks more expensive than it was”
“Light and flimsy”
“Its not an outdoor mat”
“Thought they would be heavier as they were advertised as heavy duty rubber”
“Colours are very dull”
“sticky left on mat”
Top return reasons
Common questions
- Is welcome mat profitable to sell on Amazon United Kingdom?
- The niche generates £43K/yr across 51 tracked products. 1 of 14 products launched in the last 360 days are still selling. 90-day search growth is -2.1%. Flapen's verdict: Worth a look (53/100).
- How competitive is the welcome mat niche?
- 34 brands and 52 sellers compete. The top 5 products take 32% of clicks and top 5 brands hold 45% of demand.
- What do buyers complain about in welcome mat?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Thickness. The return rate is 1.2%.
- When does demand for welcome mat peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the welcome mat niche?
- Listings span £4.45–£28.33; the average listing price is £10.64 (sweet spot $15–$100). The average incumbent carries 1,207 reviews — the moat a new listing must climb.