cat scratching mat
Skip itSoft demand (-26.3% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Quality gap
Great4.1★avg incumbent rating — lower means beatable quality
Brand share
Good62%top-5 brand share — brands hold most of the demand
Conversion
Good6.2%search→purchase rate — share of searches ending in a sale
Competition
Okay60%top-5 click share — leaders hold, buyers still browse
Review moat
Okay3,101.96avg incumbent reviews — the moat a new listing must climb
Avg price
Okay£8.95avg listing price — sweet spot $15–$100
Market size
Bad£75K£75K/yr · 135K searches
Price range
Bad£4.93–£16.65cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-26.3%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, cat scratching mat is a £75K/yr Amazon United Kingdom market (135K searches/yr). The top 5 brands hold 62% of demand. Verdict: Skip it — 47/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
cat scratching mat market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- £72K–£90K
- units × avg price
- Conversion rate
- 6.2%
- Avg BSR
- #57
- Page quality
- 0%
- Prime
- 91%
- Sponsored
- 91%
- Out of stock
- 8.6%
- Avg brand age
- 23 months
- Avg seller age
- 192 days
Competition & brand share
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.Brands
17 falling
Sellers
31
Top-5 brand share
62%
Top 20: 100%
Top-5 click share
60%
Top 20: 99%
Open market
31%
- vacvad20%
- FUKUMARU13%
- Coching12%
- RAM ONLINE10%
- Gimars8%
- SOL6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -26.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.7×
Top cat scratching mat search terms
- cat scratching mat82K/yr
- cat scratch mat22K/yr
- scratch matt for cats9K/yr
- scratch mat6K/yr
- sisal mat6K/yr
- cat scratcher mat4K/yr
- scratching mat5K/yr
Top cat scratching 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 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
3pk Cat Scratching Mats 50 x 25 cm Natural Sisal cat Scratch Mat
vacvad£15.794.0★124 rev
FUKUMARU Cat Scratcher Mat 30 x 50 cm Natural Sisal Cat Scratch Mats Horizontal Cat Floor Scratching Pad Rug Protect Carpets and Sofas - Beige
FUKUMARU£7.174.2★21,052 rev
Cat Scratching Board Durable Scratch Pad Corrugated Cardboard Cat Scratcher for Indoor Cats Heavy Duty Double-Sided Usability Recyclable with Catnip Medium 1 Pack
Coching£6.864.3★24,253 rev
Ram Sisal Cat Scratch Mat 60cm x 50cm Scratching Mats Anti Slip Scratching Pad
RAM ONLINE£6.374.2★82 rev
TRIXIE Wild Cat Scratching Board Robust Corrugated Cardboard Cat Scratcher with Catnip Satisfies Natural Scratching Instinct & Protects Furniture 41 × 24 × 7 cm
TRIXIE£7.064.4★14,805 rev
Newest
by launch date
OMATSBEH Carpet Cat Scratching Mat 40 X 60 CM Natural Sisal Cat Scratch Pad Mats with Adhesive Hook Loop Tape Cat Scratching Rug Wall Scratchers for Indoor Furniture Protector (Cat Nap-1 Pack)
OMATSBEH£5.1818 rev
Cat Scratching Mats 3 Pcs Natural Sisal Cat Scratch Mat 50 x 25 cm Horizontal Cats Floor Scratching Pad Rug Hempcardboard Grinding Claws Sisal Board for Sofas Carpets Walls
XMSHYODSM£11.126 rev
2 Pcs Cat Scratching Mat 16.5 Cotton Rope Cat Scratch Pad Round Horizontal Cats Scratcher Mats Furniture Protector for Floor Carpet Sofa (Black Brown)
YMTWSRY£10.087 rev
Xynovate Thickened Self Adhesive Cat Scratching Mat DIY Cuttable Climbing Wall Scratch Pad Reusable Protecting Couch form Pets Anti Scratch Furniture Protector for Wall(Gray 30x100cm)
Xynovate£5.65262 rev
Gimars 40×200cm Thickened Self-Adhesive Cat Scratching Mat with Extra Adhesive Strips DIY Cuttable Climbing Wall Scratch Pad Furniture Protector for Sofa Wall Floor & Carpet Grey
Gimars£9.02773 rev
Trending
90-day click momentumOMATSBEH Carpet Cat Scratching Mat 40 X 60 CM Natural Sisal Cat Scratch Pad Mats with Adhesive Hook Loop Tape Cat Scratching Rug Wall Scratchers for Indoor Furniture Protector (Cat Nap-1 Pack)
OMATSBEH£5.184.2★
Gimars 40×200cm Thickened Self Adhesive Cat Scratching Mat DIY Cuttable Climbing Wall Scratch Pad Anti Scratch Furniture Protector for Sofa Wall Floor Carpet (Khaki)
Gimars£9.023.9★
Cat Scratching Mats 3 Pcs Natural Sisal Cat Scratch Mat 50 x 25 cm Horizontal Cats Floor Scratching Pad Rug Hempcardboard Grinding Claws Sisal Board for Sofas Carpets Walls
XMSHYODSM£11.122.8★
2 Pcs Cat Scratching Mat 16.5 Cotton Rope Cat Scratch Pad Round Horizontal Cats Scratcher Mats Furniture Protector for Floor Carpet Sofa (Black Brown)
YMTWSRY£10.085.0★
Unnosin 3 Packs Cat Scratching Mat Natural Sisal Cat Scratcher 60x40 cm
Unnosin£16.655.0★
What buyers say about cat scratching mat
What buyers praise and complain about, mined from review topics.What buyers love
“Cats love it”
“Good quality”
“Overall good value for money and great performance”
“Saves my walls being scratched”
“It sticks well”
“Perfect size”
“Good and strong”
“Easy to use”
“Surprisingly super durable”
“Clear plastic so not too noticeable”
What buyers complain about
“Not fit for purpose”
“Not very strong adhesive”
“They simply fall apart not even a day after I put them on”
“Poor quality”
“Waste of money”
“Deceptive pictures too”
“The catnip- which i guess is to entice them into doing so -has no perceivable scent”
“The Temu ones were thicker”
“the beige colour I went for is a little more saturated than the photo so it doesnt match my carpets as well as I was hoping for”
“flimsy as hell”
Top return reasons
Common questions
- Is cat scratching mat profitable to sell on Amazon United Kingdom?
- The niche generates £75K/yr across 23 tracked products. 1 of 7 products launched in the last 360 days are still selling. 90-day search growth is -26.3%. Flapen's verdict: Skip it (47/100).
- How competitive is the cat scratching mat niche?
- 17 brands and 31 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 62% of demand.
- What do buyers complain about in cat scratching mat?
- Top complaints mined from reviews: Size-Overall, Adhesion/Stickiness, Durability. The return rate is 0.6%.
- When does demand for cat scratching mat peak?
- Demand is steady year-round — the busiest month runs 1.7× the quietest.
- What does it cost to enter the cat scratching mat niche?
- Listings span £4.93–£16.65; the average listing price is £8.95 (sweet spot $15–$100). The average incumbent carries 3,102 reviews — the moat a new listing must climb.