Is silicone placemat profitable to sell on Amazon United States?

The niche generates $267K/yr across 35 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -11.0%. Flapen's verdict: Worth a look (53/100).

How competitive is the silicone placemat niche?

21 brands and 29 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 56% of demand.

What do buyers complain about in silicone placemat?

Top complaints mined from reviews: Adhesion/Stickiness, Suction, Quality-Overall. The return rate is 1.9%.

When does demand for silicone placemat peak?

Demand peaks in Nov; the busiest month runs 1.8× the quietest.

What does it cost to enter the silicone placemat niche?

Listings span $7.39–$27.83; the average listing price is $14.29 (sweet spot $15–$100). The average incumbent carries 1,986 reviews — the moat a new listing must climb.

silicone placemat

Worth a look

Shows no brand lock-in (top 5 brands take 56% of clicks), but soft demand (-11.0% this quarter) keeps it on the watch list.

Brand share

Great56%

top-5 brand share — no brand owns this niche

Returns

Great1.9%

return rate — above 5% kills the launch gate

Competition

Great40%

top-5 click share — an open shelf

Avg price

Good$14.29

avg listing price — sweet spot $15–$100

Price range

Good$7.39–$27.83

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

Market size

Okay$267K

$267K/yr · 555K searches

Review moat

Okay1,985.54

avg incumbent reviews — the moat a new listing must climb

Conversion

Okay3.4%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-11.0%

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

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, silicone placemat is a $267K/yr Amazon United States market (555K searches/yr). The top 5 brands hold 56% of demand. Demand peaks in Nov. Verdict: Worth a look — 53/100.

Data updated Jul 12, 2026 · scored weekly · How we score niches

silicone placemat market data

Units sold / yr: 20K–25K; avg 500–750/product
Revenue / yr: $286K–$357K; units × avg price
Conversion rate: 3.4%
Avg BSR: #39
Page quality: 0%
Prime: 100%
Sponsored: 94%
Out of stock: 7.1%
Avg brand age: 44 months
Avg seller age: 162 days

Competition & brand share

Clicks spread well past the top 5 (40% combined) — an open shelf where new products get seen.

Brands

21 falling

Sellers

Top-5 brand share

56%

Top 20: 99%

Top-5 click share

40%

Top 20: 82%

Open market

38%

Moonkie18%
SpriteGru13%
Cutebe9%
Babebay8%
The Table Tyke7%
Cuddle Campus7%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -11.0% search growth over the last 90 days.

Peak months: Nov · busiest ÷ quietest = 1.8×

Open Trend

Top silicone placemat search terms

kids placemats87K/yr -11.7%2.7% conv.
placemats for kids71K/yr -3.1%2.8% conv.
kids placemats for dining table49K/yr -22.8%2.7% conv.
toddler placemat45K/yr -16.2%4.0% conv.
silicone placemats for toddlers46K/yr -13.0%3.6% conv.
baby place mats24K/yr +0.3%2.3% conv.
toddler placemats for dining table33K/yr -23.0%4.3% conv.
baby placemat23K/yr +44.4%3.3% conv.
kids placemat25K/yr -19.0%1.8% conv.
baby food mat19K/yr -7.9%2.5% conv.

All search terms

Top silicone placemat 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Moonkie Silicone Placemats for Baby & Kid Stain-Proof Non-Slip Toddler Food Mats Eating Table Mat with 2 Packs

Moonkie$9.784.7★4,199 rev

Cutebe Silicone Placemat for Toddles Kids Non-Slip Reusable Portable Kids Placemats for Dinning Table Heat Resistant Placemats Baby Placemat Stain Resistant Silicone Mat for Dining Table 3 Pack

Cutebe$7.594.7★701 rev

6 Pack Placemats for Kids Non-Slip Washable Reusable Alphabet Number Shape & Color Universe Map Themed Educational Placemats for Home Kindergarten Classroom Nursery

SpriteGru$12.344.7★520 rev

Babebay Disposable Stick-on Placemats 40 Pack for Baby & Kids & Toddler Sticky Placemats Restaurant Table Mats 12 x 18 (Animal Alphabet)

Babebay$9.534.7★11,064 rev

Cuddle Campus Set of 3 Silicone Placemats with Raised Edges for Kids Toddlers Babies Non-Slip Dinning Table Mat Baby Eating Mat Food Mat Set 1

Cuddle Campus$7.394.6★956 rev

Newest

by launch date

4 Pack Placemats for Kids Non-Slip Washable Table Mats Double-Sided Reusable Universe Alphabet Numbers Map of USA & World Educational Placemats for Home Kindergarten Classroom Nursery

SpriteGru$9.74520 rev

8mo ago

6 Pack Placemats for Kids Non-Slip Washable Dining Mats Reusable Jungle Underwater World Farm Dinosaur Vehicle & Magic World Table Mats for Home Kindergarten Classroom Nursery

SpriteGru$12.75520 rev

9mo ago

DZDOV Silicone Placemat for Toddler Eating: Wipe Clean & Roll Up in The Diaper Bag - Table Mat for Restaurant/Travel/On-The-Go

DZDOV$15.03163 rev

10mo ago

Silicone Placemats for Toddlers & Kids with Angle-Protective Safety Edge Baby Placemats for Restaurants & Dining Table Non-Slip & BPA-Free Food Mat 1.5mm Thick 18x12 Sage Green

NEOZENSE$19.21126 rev

1y ago

Cuddle Campus Set of 3 Silicone Placemats with Raised Edges for Kids Toddlers Babies Non-Slip Dinning Table Mat Baby Eating Mat Food Mat Set 6

Cuddle Campus$7.80956 rev

1y ago

What buyers say about silicone placemat

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

What buyers love

Ease Of Cleaning23%

“Easy to clean up”

Ease Of Use11%

“So handy”

Quality-Overall9%

“Nice quality and easy to clean”

Ease Of Feeding5%

“Perfect for babys to self feed off of”

Adhesion/Stickiness5%

“Durable may and adhesive works well”

Size-Overall5%

“The size is great too”

Value For Money4%

“Best deal”

Fun/Entertainment Experience4%

“fun to interact with”

Advertised Vs Actual Product3%

“As advertised”

Durability3%

“Cute and durable”

What buyers complain about

Adhesion/Stickiness25%

“Not sticky”

Suction8%

“Does not suction”

Quality-Overall5%

“Cheap”

Thickness5%

“These feel a bit thicker”

Size-Overall5%

“The package they come in is giant”

Grip4%

“Its super slippery”

Value For Money3%

“Not worth it”

Ease Of Cleaning3%

“Does not clean”

Advertised Vs Actual Product2%

“Inaccurate product description”

Functionality-Overall2%

“Doesnt work”

Top return reasons

Size-Overall35%

Adhesion/Stickiness15%

Material Quality7%

Color6%

Advertised Vs Actual Product4%

Thin4%

Grip3%

Functionality-Overall3%

Quality-Overall3%

Value For Money2%

Common questions

Is silicone placemat profitable to sell on Amazon United States?: The niche generates $267K/yr across 35 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -11.0%. Flapen's verdict: Worth a look (53/100).
How competitive is the silicone placemat niche?: 21 brands and 29 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 56% of demand.
What do buyers complain about in silicone placemat?: Top complaints mined from reviews: Adhesion/Stickiness, Suction, Quality-Overall. The return rate is 1.9%.
When does demand for silicone placemat peak?: Demand peaks in Nov; the busiest month runs 1.8× the quietest.
What does it cost to enter the silicone placemat niche?: Listings span $7.39–$27.83; the average listing price is $14.29 (sweet spot $15–$100). The average incumbent carries 1,986 reviews — the moat a new listing must climb.