mat board
Skip itBrand-locked demand (top 5 brands take 95% of clicks) — this niche doesn't clear our bar today.
Avg price
Great$19.61avg listing price — sweet spot $15–$100
Price range
Great$4.97–$52.48cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Good672.49avg incumbent reviews — the moat a new listing must climb
Competition
Good44%top-5 click share — leaders hold, buyers still browse
Returns
Good2.4%return rate — above 5% kills the launch gate
Conversion
Okay3.7%search→purchase rate — share of searches ending in a sale
Market size
Okay$197K$197K/yr · 273K searches
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-8.6%90-day search growth — must beat 0% to launch
Brand share
Bad95%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, mat board is a $197K/yr Amazon United States market (273K searches/yr). The top 5 brands hold 95% of demand. Verdict: Skip it — 46/100.
Data updated Jul 10, 2026 · scored weekly · How we score niches
mat board market data
- Units sold / yr
- 10K–13K
- avg 100–250/product
- Revenue / yr
- $196K–$245K
- units × avg price
- Conversion rate
- 3.7%
- Avg BSR
- #26
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 95%
- Out of stock
- 0.0%
- Avg brand age
- 47 months
- Avg seller age
- 189 days
Competition & brand share
The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
15
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
44%
Top 20: 83%
Open market
3%
- Somime52%
- MBC MAT BOARD CENTER24%
- Egofine8%
- Prudiut6%
- Golden State Art3%
- Vartemtiy2%
- Open — no brand owns it (3 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top mat board search terms
- mat board67K/yr
- backing board21K/yr
- matboard23K/yr
- mat board for framing21K/yr
- acid free mat board13K/yr
- backer board12K/yr
- picture frame backing board17K/yr
- uncut mat board13K/yr
- matte board11K/yr
- photo mat board12K/yr
Top mat board 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
Somime 10-Pack White Uncut Picture Frame Backing Board Acid Free 8x10 White Matte Picture Board for Photos
Somime$9.824.8★444 rev
Somime 10 Pack Backing Boards 8x10 Uncut White Mats Matboards Acid-Free Backerboards for Art Prints Ideal for Photos Pictures Prints and Frames
Somime$10.154.6★206 rev
Somime 10 Pack Backing Boards Only - 11X14 Uncut White Mats Matboards Acid Free & White Core Backerboards Ideal for Photos Pictures Prints Frames Arts
Somime$15.824.6★657 rev
Egofine 14 Pack Mat Board 11x14 Backing Board Acid Free White Uncut Mat Board for Photos Pictures Frames Artworks and Paints
Egofine$14.914.6★1,861 rev
Mat Board Center 10 Pack 11x14 Mixed Color Uncut Mat Boards/Backing Matt Boards for Crafts Frames Photos and More
MBC MAT BOARD CENTER$18.354.6★754 rev
Newest
by launch date
25 Pack 11x14 White Acid-Free Backing Boards Uncut Mat Boards for Frames Photos Prints & Artwork
Vartemtiy$24.6610 rev
Prudiut 15 Pack 11x14 Picture Mats Mixed Colors Frame Mattes for 8 x10 Pictures Photo Frame Mat Core Bevel Cut Mat Board Show Kit for Photos Prints Artworks
Prudiut$11.36679 rev
Prudiut 15 Pack 11x14 Backing Boards Only Uncut White Mat Board Acid Free Mat Board for Photos Prints Artworks
Prudiut$16.79856 rev
Somime 10 Pack Backing Boards 8x10 Uncut White Mats Matboards Acid-Free Backerboards for Art Prints Ideal for Photos Pictures Prints and Frames
Somime$10.15206 rev
Somime 10 Pack Backing Boards 8.5x11 Uncut White Mats Matboards Acid-Free Backerboards for Art Prints Ideal for Photos Pictures Prints and Frames
Somime$9.97206 rev
Trending
90-day click momentum25 Pack 11x14 White Acid-Free Backing Boards Uncut Mat Boards for Frames Photos Prints & Artwork
Vartemtiy$24.665.0★
Mat Board Center Pack of 10 5x7 White Uncut Mat Boards Acid Free 4-Ply Thickness White Core Great for Pictures Photos Framing Backing
MBC MAT BOARD CENTER$7.914.5★
10 EcoSwift 8.5x11 Chipboard Cardboard Craft Scrapbook Material Scrapbooking Packaging Sheets Shipping Pads Inserts 8 1/2 inch x 11 inch Chip Board
EcoSwift$4.974.6★
Prudiut 15 Pack 11x14 Picture Mats Mixed Colors Frame Mattes for 8 x10 Pictures Photo Frame Mat Core Bevel Cut Mat Board Show Kit for Photos Prints Artworks
Prudiut$11.364.6★
Mat Board Center Pack of 10 8x10 White Uncut Mat Boards Acid-Free Backing Matte Boards for Frames Prints Photos Pictures
MBC MAT BOARD CENTER$12.464.5★
What buyers say about mat board
What buyers praise and complain about, mined from review topics.What buyers love
“Great quality and arrived on time”
“As described”
“Variety of colors”
“worth the money”
“Great frame”
“They are easy to resize even though they are a great thickness”
“Size as expected”
“It's kind of sturdy”
“Super handy excellent value”
“These are perfect for my block prints”
What buyers complain about
“This is not a thick board”
“Quality control clearly not job #1 for these affordable 4-plys”
“pay attention to what size you want, I assumed it would be what I already had and it was not, even though it was for the same size frame”
“Like strong cardstock”
“Not true to size”
“colors could be different”
“They also warp when glue is used on them. both glue sticks”
“To thin”
“I wish they were a little bit cheaper”
“Thin and low quilty”
Top return reasons
Common questions
- Is mat board profitable to sell on Amazon United States?
- The niche generates $197K/yr across 37 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Skip it (46/100).
- How competitive is the mat board niche?
- 9 brands and 15 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in mat board?
- Top complaints mined from reviews: Thickness, Quality-Overall, Frame Quality. The return rate is 2.4%.
- When does demand for mat board peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the mat board niche?
- Listings span $4.97–$52.48; the average listing price is $19.61 (sweet spot $15–$100). The average incumbent carries 672 reviews — the moat a new listing must climb.