Is licky mats for dogs profitable to sell on Amazon United Kingdom?

The niche generates £364K/yr across 20 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is +9.7%. Flapen's verdict: Worth a look (56/100).

How competitive is the licky mats for dogs niche?

15 brands and 18 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 65% of demand.

What do buyers complain about in licky mats for dogs?

Top complaints mined from reviews: Size-Overall, Ease Of Cleaning, Strength. The return rate is 0.3%.

When does demand for licky mats for dogs peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the licky mats for dogs niche?

Listings span £2.29–£9.56; the average listing price is £5.89 (sweet spot $15–$100). The average incumbent carries 2,003 reviews — the moat a new listing must climb.

licky mats for dogs

Worth a look

Shows low returns (0.3%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Conversion

Incredible12.8%

search→purchase rate — share of searches ending in a sale

Brand share

Good65%

top-5 brand share — brands hold most of the demand

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Market size

Good£364K

£364K/yr · 484K searches

Competition

Good54%

top-5 click share — leaders hold, buyers still browse

Review moat

Okay2,003.05

avg incumbent reviews — the moat a new listing must climb

Growth

Okay+9.7%

90-day search growth — must beat 0% to launch

Avg price

Bad£5.89

avg listing price — sweet spot $15–$100

Price range

Bad£2.29–£9.56

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, licky mats for dogs is a £364K/yr Amazon United Kingdom market (484K searches/yr). The top 5 brands hold 65% of demand. Verdict: Worth a look — 56/100.

Data updated Jul 28, 2026 · scored weekly · How we score niches

licky mats for dogs market data

Units sold / yr: 50K–60K; avg 2,000–2,500/product
Revenue / yr: £295K–£353K; units × avg price
Conversion rate: 12.8%
Avg BSR: #28
Page quality: 0%
Prime: 100%
Sponsored: 90%
Out of stock: 9.3%
Avg brand age: 22 months
Avg seller age: 192 days

Competition & brand share

The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.

Brands

15 falling

Sellers

Top-5 brand share

65%

Top 20: 100%

Top-5 click share

54%

Top 20: 100%

Open market

30%

khlerox26%
Aileem15%
OHMO10%
Zonopy7%
BUGALUGS6%
Duerr's5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +9.7% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top licky mats for dogs search terms

lick mats for dogs115K/yr +3.9%12.2% conv.
dog lick mat85K/yr +9.0%11.8% conv.
licky mats for dogs77K/yr +12.6%12.0% conv.
lick mat29K/yr +20.4%7.0% conv.
cat lick mat26K/yr +27.9%5.1% conv.
lickimat for dogs31K/yr -4.0%5.5% conv.
puppy lick mat15K/yr +5.0%11.0% conv.
lick mats for dogs puppy12K/yr -1.9%11.7% conv.
lick mat for cats10K/yr +26.7%6.6% conv.
licking mat13K/yr +0.4%5.9% conv.

All search terms

Top licky mats for dogs 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 20 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Licky Mats for Dogs and Cats Premium Lick Mats with Suction Cups for Dog Anxiety Relief Dog Licking Mat for Bathing Grooming and Training

khlerox£4.444.3★3,238 rev

2 Pack Licky Mats for Dogs & Cats Slow Feeder Lick Mat with Suction Cups for Anxiety Relief Bathing & Training with Spatula

Aileem£4.284.2★162 rev

4 Pcs Licky Mats for Dogs Puppy Lick Mats with Suction Cups for Pet Slow Feeding Bathing and Training Anxiety Relief Dog Food Mats with Cleaning Tool Spreader

Aileem£7.214.4★524 rev

OHMO Lick Mats for Dogs Slow Feeder 2pcs Dark&Light Blue

OHMO£4.874.3★1,523 rev

Peamutt Squeezy Peanut Butter Dog Treat 320g - Natural Dog Treat High Protein No Added Salt Sugar or Palm Oil Smooth Texture for Licki Mats & Stuffed Toys Healthy Snack for All Dog Breeds

Duerr's£2.294.3★318 rev

Newest

by launch date

Peamutt Squeezy Peanut Butter Dog Treat 320g - Natural Dog Treat High Protein No Added Salt Sugar or Palm Oil Smooth Texture for Licki Mats & Stuffed Toys Healthy Snack for All Dog Breeds

Duerr's£2.29318 rev

9mo ago

PetAmaze Lick Mat for Dogs & Cats 2-Pack with Spatula & Cleaning Brush Slow Feeder Mat for Enrichment Calming Anxiety Boredom & Training Food-Grade BPA Free with Suction Cups

PetAmaze£7.0664 rev

10mo ago

Zonopy Licking Mat for Dogs & Cats with Suction Cups 1 Pack Square Dog Slow Feeder Lick Pat for Anxiety Relief & Boredom Dog Toys to Keep Them Busy Pets Grooming Bathing Training Mat

Zonopy£3.64814 rev

11mo ago

Zonopy Licking Mat for Dogs & Cats with Suction Cups 1 Pack Dog Slow Feeder Lick Pat for Anxiety Relief Dog Toys Feeding Mat for Butter Yogurt Peanut Pets Bathing Training Grooming Mat

Zonopy£3.58814 rev

11mo ago

Licky Mats for Dogs Pack of 4 Licky Mats for Dogs with Strong Suction Cup - Slow Pet Feeder for Food Peanut Butter Includes Spatula & Brush - Perfect for Grooming & Training

Q Lines£7.1514 rev

12mo ago

What buyers say about licky mats for dogs

What buyers praise and complain about, mined from review topics.

What buyers love

Pet Friendly28%

“Dog is happy”

Quality-Overall10%

“Great quality mats and good value”

Ease Of Cleaning9%

“Easy to clean”

Value For Money9%

“reasonably priced”

Ease Of Use7%

“Easy enrichment/treat”

Advertised Vs Actual Product5%

“it was better than I expected”

Fun/Entertainment Experience5%

“Great to keeps Dogs entertained”

Size-Overall4%

“Perfect size”

Adhesion/Stickiness3%

“Great stick and easier to clean than others”

Soothing/Teething2%

“has a calming effect”

What buyers complain about

Size-Overall14%

“Very small”

Ease Of Cleaning13%

“cleaning them has been a real nightmare”

Strength8%

“Flimsy”

Durability7%

“my cat broke”

Functionality-Overall5%

“It didnt work”

Smell4%

“I hate the smell of peanuts”

Indigestion4%

“Made my dog sick”

Quality-Overall3%

“Not up to standard”

Adhesion/Stickiness3%

“it stops it sticking”

Texture/Consistency-Overall3%

“The consistency is quite runny”

Top return reasons

Size-Overall70%

Adhesion/Stickiness4%

Quality-Overall3%

Advertised Vs Actual Product3%

Functionality-Overall3%

Strength2%

Value For Money2%

Color1%

Durability1%

Defective Material/Parts1%

Common questions

Is licky mats for dogs profitable to sell on Amazon United Kingdom?: The niche generates £364K/yr across 20 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is +9.7%. Flapen's verdict: Worth a look (56/100).
How competitive is the licky mats for dogs niche?: 15 brands and 18 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 65% of demand.
What do buyers complain about in licky mats for dogs?: Top complaints mined from reviews: Size-Overall, Ease Of Cleaning, Strength. The return rate is 0.3%.
When does demand for licky mats for dogs peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the licky mats for dogs niche?: Listings span £2.29–£9.56; the average listing price is £5.89 (sweet spot $15–$100). The average incumbent carries 2,003 reviews — the moat a new listing must climb.