---
title: "Welcome Mat — £43K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/welcome-mat"
last_updated: "2026-07-31T13:41:50.231Z"
locale: en
meta:
description: "Niche score 53/100 · £43K/yr market · 178K searches/yr · £10.64 avg price. A small market ($43K/yr) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · £43K/yr market · 178K searches/yr · £10.64 avg price. A small market ($43K/yr) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Welcome Mat — £43K/yr Amazon UK Niche (2026) - Flapen"
---
# **welcome mat**
**Worth a look**
Shows no brand lock-in (top 5 brands take 45% of clicks), but a small market ($43K/yr) keeps it on the watch list.
Market size 11Growth 24Conversion 28Competition 83Returns 90Price range 56Avg price 39Brand share 90Review moat 57Quality gap 70
**Brand share**
**Great****45%**
top-5 brand share — no brand owns this niche
**Returns**
**Great****1.2%**
return rate — above 5% kills the launch gate
**Competition**
**Great****32%**
top-5 click share — an open shelf
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Good****1,207.29**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Good****£4.45–£28.33**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****£10.64**
avg listing price — sweet spot $15–$100
**Conversion**
**Okay****2.3%**
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
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KPrime Day '25Spike '25 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/home-garden/welcome-mat/trend)
## **Top welcome mat search terms**
- **welcome mat**124K/yr-2.8%1.5% conv. - **welcome mat outdoor**27K/yr+10.5%1.9% conv. - **welcome door mat**19K/yr-17.0%1.1% conv. - **outdoor welcome mat**9K/yr+3.7%2.2% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/welcome-mat/search-terms)
## **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.
0%3%£1K6%£3K9%£4K12%£5K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£8.55**4.2★3,641 rev](https://www.amazon.co.uk/dp/B0BMLPXSKN) [2**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**£12.12**4.3★4,490 rev](https://www.amazon.co.uk/dp/B0CP1M8ZRM) [3**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**£11.41**3.9★215 rev](https://www.amazon.co.uk/dp/B0CSF5HXXQ) [4**Eohak Welcome-Ish Front Door Mat - Welcome-Ish Depends Who You are Doormat Non Slip Backing Mat for Home Entry Farmhouse17x 29**Eohak**£11.16**4.3★458 rev](https://www.amazon.co.uk/dp/B0C9CDFCQN) [5**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**£13.25**4.5★591 rev](https://www.amazon.co.uk/dp/B0BWDWXVRH)
**~~View all top sellers →~~**
### **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**£8.08**69 rev10mo ago](https://www.amazon.co.uk/dp/B0FRGNPYMP) [**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**£12.17**33 rev10mo ago](https://www.amazon.co.uk/dp/B0FPLL4ZVR) [**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**£4.48**1,267 rev11mo ago](https://www.amazon.co.uk/dp/B0FGCV7358) [**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**£10.03**72 rev1y ago](https://www.amazon.co.uk/dp/B0FJ67CVSH) [**A1 Graphics Ltd Whalecum Doormat Funny Whale Pun Welcome Mat Rude Humour Gift Novelty Door Mat for Adults Naughty Housewarming Present**A1 Graphics Ltd**£13.67**3 rev1y ago](https://www.amazon.co.uk/dp/B0FHR7VQPQ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£12.17**3.6★**▲ 256%**](https://www.amazon.co.uk/dp/B0FPLL4ZVR) [**JVL Heavy Duty Welcome PVC Backed Coir Entrance Door Mat Vinyl Brown 33.5 x 60 cm 02-424**JVL**£6.93**4.4★**▲ 136%**](https://www.amazon.co.uk/dp/B005NG7FWW) [**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**£9.67**4.6★**▲ 98%**](https://www.amazon.co.uk/dp/B0DHD2C5MJ) [**A1 Graphics Ltd Whalecum Doormat Funny Whale Pun Welcome Mat Rude Humour Gift Novelty Door Mat for Adults Naughty Housewarming Present**A1 Graphics Ltd**£13.67**3.6★**▲ 96%**](https://www.amazon.co.uk/dp/B0FHR7VQPQ) [**COLOR&GEOMETRY Super Heavyweight TPE Welcome Mat Outdoor 43x75cm Black**COLOR&GEOMETRY**£28.33**4.4★**▲ 66%**](https://www.amazon.co.uk/dp/B0DKTFSDHB)
**~~View all trending →~~**
## **What buyers say about welcome mat**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**32%
*“Good quality mat”*
**Value For Money**14%
*“Fair price”*
**Advertised Vs Actual Product**12%
*“As described”*
**Color**5%
*“Really bright colours”*
**Ease Of Cleaning**5%
*“Easy to clean”*
**Size-Overall**4%
*“Fits perfect”*
**Grip**3%
*“mat non slip”*
**Durability**3%
*“Looks really cute and durable”*
**Design-Overall**2%
*“Appealing design”*
**Strength**2%
*“Sturdy”*
### **What buyers complain about **
**Size-Overall**18%
*“Runs small”*
**Quality-Overall**16%
*“Not great quality”*
**Thickness**10%
*“A little thinner than expected”*
**Durability**6%
*“It doesnt last”*
**Value For Money**6%
*“looks more expensive than it was”*
**Strength**5%
*“Light and flimsy”*
**Suitable For Outdoor**5%
*“Its not an outdoor mat”*
**Weight Heavy**5%
*“Thought they would be heavier as they were advertised as heavy duty rubber”*
**Color**4%
*“Colours are very dull”*
**Adhesion/Stickiness**3%
*“sticky left on mat”*
### **Top return reasons **
**Size-Overall**62%
**Quality-Overall**9%
**Color**7%
**Thin**6%
**Advertised Vs Actual Product**3%
**Material Quality**2%
**Thickness**2%
**Flatness**2%
**Strength**1%
**Weight Heavy**1%
## **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.
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