---
title: "Licky Mats for Dogs — £364K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/pet-supplies/licky-mats-for-dogs"
last_updated: "2026-07-31T18:49:26.794Z"
locale: en
meta:
description: "Niche score 56/100 · £364K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 56/100 · £364K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Licky Mats for Dogs — £364K/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 54Growth 37Conversion 95Competition 52Returns 98Price range 0Avg price 16Brand share 67Review moat 45Quality gap 55
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.8%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Good****65%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Market size**
**Good****£364K**
£364K/yr · 484K searches
**Competition**
**Good****54%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Okay****2,003.05**
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 ~~](https://flapen.com/research/methodology)
## **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**
**18**
**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.
15K10KHoliday '24Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/pet-supplies/licky-mats-for-dogs/trend)
## **Top licky mats for dogs search terms**
- **lick mats for dogs**115K/yr+3.9%12.2% conv. - **dog lick mat**85K/yr+9.0%11.8% conv. - **licky mats for dogs**77K/yr+12.6%12.0% conv. - **lick mat**29K/yr+20.4%7.0% conv. - **cat lick mat**26K/yr+27.9%5.1% conv. - **lickimat for dogs**31K/yr-4.0%5.5% conv. - **puppy lick mat**15K/yr+5.0%11.0% conv. - **lick mats for dogs puppy**12K/yr-1.9%11.7% conv. - **lick mat for cats**10K/yr+26.7%6.6% conv. - **licking mat**13K/yr+0.4%5.9% conv. [**All search terms **](https://flapen.com/research/uk/pet-supplies/licky-mats-for-dogs/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.
0%10%£36K20%£73K30%£109K40%£146K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**£4.44**4.3★3,238 rev](https://www.amazon.co.uk/dp/B0CC8CZDF6) [2**2 Pack Licky Mats for Dogs & Cats Slow Feeder Lick Mat with Suction Cups for Anxiety Relief Bathing & Training with Spatula**Aileem**£4.28**4.2★162 rev](https://www.amazon.co.uk/dp/B0DP9Y388X) [3**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**£7.21**4.4★524 rev](https://www.amazon.co.uk/dp/B0CTKM59P2) [4**OHMO Lick Mats for Dogs Slow Feeder 2pcs Dark&Light Blue**OHMO**£4.87**4.3★1,523 rev](https://www.amazon.co.uk/dp/B0DS634WG8) [5**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**£2.29**4.3★318 rev](https://www.amazon.co.uk/dp/B0FWS1FHZ3)
**~~View all top sellers →~~**
### **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**£2.29**318 rev9mo ago](https://www.amazon.co.uk/dp/B0FWS1FHZ3) [**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**£7.06**64 rev10mo ago](https://www.amazon.co.uk/dp/B0FS23GFFL) [**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**£3.64**814 rev11mo ago](https://www.amazon.co.uk/dp/B0FN3XJ346) [**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**£3.58**814 rev11mo ago](https://www.amazon.co.uk/dp/B0FN3XKB4Y) [**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**£7.15**14 rev12mo ago](https://www.amazon.co.uk/dp/B0FKB9ZRKL)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**OHMO Lick Mats for Dogs Small 2pcs Camo&Sage Green**OHMO**£5.85**4.6★**▲ 164%**](https://www.amazon.co.uk/dp/B0CYBXZHS9) [**Lesipee Licking Mat for Dogs & Cats 2 Pack Slow Feeder Lick Pat Anxiety Relief Dog Toys (Blue&Green)**Lesipee**£5.47**4.4★**▲ 160%**](https://www.amazon.co.uk/dp/B0CB3XZBBK) [**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**£2.29**4.3★**▲ 115%**](https://www.amazon.co.uk/dp/B0FWS1FHZ3) [**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**£7.06**4.6★**▲ 90%**](https://www.amazon.co.uk/dp/B0FS23GFFL) [**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**£3.64**4.4★**▲ 70%**](https://www.amazon.co.uk/dp/B0FN3XJ346)
**~~View all trending →~~**
## **What buyers say about licky mats for dogs**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Pet Friendly**28%
*“Dog is happy”*
**Quality-Overall**10%
*“Great quality mats and good value”*
**Ease Of Cleaning**9%
*“Easy to clean”*
**Value For Money**9%
*“reasonably priced”*
**Ease Of Use**7%
*“Easy enrichment/treat”*
**Advertised Vs Actual Product**5%
*“it was better than I expected”*
**Fun/Entertainment Experience**5%
*“Great to keeps Dogs entertained”*
**Size-Overall**4%
*“Perfect size”*
**Adhesion/Stickiness**3%
*“Great stick and easier to clean than others”*
**Soothing/Teething**2%
*“has a calming effect”*
### **What buyers complain about **
**Size-Overall**14%
*“Very small”*
**Ease Of Cleaning**13%
*“cleaning them has been a real nightmare”*
**Strength**8%
*“Flimsy”*
**Durability**7%
*“my cat broke”*
**Functionality-Overall**5%
*“It didnt work”*
**Smell**4%
*“I hate the smell of peanuts”*
**Indigestion**4%
*“Made my dog sick”*
**Quality-Overall**3%
*“Not up to standard”*
**Adhesion/Stickiness**3%
*“it stops it sticking”*
**Texture/Consistency-Overall**3%
*“The consistency is quite runny”*
### **Top return reasons **
**Size-Overall**70%
**Adhesion/Stickiness**4%
**Quality-Overall**3%
**Advertised Vs Actual Product**3%
**Functionality-Overall**3%
**Strength**2%
**Value For Money**2%
**Color**1%
**Durability**1%
**Defective Material/Parts**1%
## **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.
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