How competitive is the 12x16 Mat niche on Amazon United States?

17 brands and 22 sellers compete in 12x16 Mat on Amazon United States. The top 5 12x16 Mat products take 49% of clicks and its top 5 brands hold 76% of demand.

What do buyers complain about in 12x16 Mat?

12x16 Mat buyers on Amazon United States complain most about Frame Quality, Quality-Overall, Material Quality, the themes mined from the niche's reviews. Its return rate is 3.3%.

What does it cost to enter the 12x16 Mat niche?

12x16 Mat sells for $30.62 on average on Amazon United States, inside our $15–$100 sweet spot. Listings span $8.58–$58.69. The average incumbent carries 2,679 reviews — the moat a new listing must climb.

12x16 Mat

a small market ($118K/yr) — 12x16 Mat doesn't clear our bar today.

Flapen Score

Skip it

Ranks 5,923 of 11,240 Home & Kitchen niches · −1 vs the category median of 49

This niche Category average · 11,240 niches

Is 12x16 Mat profitable on Amazon?

According to Flapen's Amazon United States niche tracking, 12x16 Mat is a $118K/yr Amazon United States market (79K searches/yr). The top 5 brands hold 76% of demand. Verdict: Skip it — 48/100.

12x16 Mat: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved +2.8% over the last 90 days and 4.9% of searches end in a purchase.

$118K

revenue / yr

Units sold / yr4K

Search volume / yr+2.8%79K

Conversion rate4.9%

Avg price$30.62

Who owns the niche?

The top 5 brands hold 76% of demand, so 24% of the market is open.

24%

open market share

Brands · sellers17 · 22

Top-5 product click share49%

Open market24%

Avg brand age38 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 34 products

Top 12x16 Mat products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Americanflat 16x20 Poster Frame - Matted to 12x16 - Black

Price: $22.51
Rating: 4.5/5
Reviews: 4,889
Age: 2y ago

Decobility 16x20 Picture Frames Matted for 11x14 and 12x16 Picture Solid Wood with Oak Wood Grain Double Mats Photo Frame with Plexiglass Fits 3 sizes Tabletop or Wall Mounting Display Oak

Price: $34.86
Rating: 4.4/5
Reviews: 120
Age: 1y ago

Americanflat 16x20 Poster Frame 2-Pack - Matted to 12x16 - Black

Price: $26.29
Rating: 4.5/5
Reviews: 3,174
Age: 2y ago

Americanflat 16x20 Poster Frame - Matted to 12x16 - Slim Molding - Black

Price: $21.49
Rating: 4.5/5
Reviews: 5,432
Age: 2y ago

Husteria 16x20 Picture Frame in Natural Walnut Wood Solid Wooden Photo Frames Matted to 12x16 Gallery Poster Frames for Wall Mount

Price: $58.30
Rating: 4.6/5
Reviews: 148
Age: 2y ago

Newest

by launch date

12x16 Oak Picture Frames 12x16 Natural Wood Frame with Mat to 8.5x11 16x12 Frame for Wall Set of 1

Price: $16.56
Rating: 4.6/5
Reviews: 991
Age: 6mo ago

Husteria 16x20 Picture Frame Classic Natural Oak Wood Picture Frame 16x20 Frame Matted to 12x16 Solid Wooden Poster Frames for Vertical & Horizontal Wall Hanging Natural Oak Color

Price: $42.28
Rating: 4.6/5
Reviews: 13
Age: 7mo ago

Husteria 16x20 Picture Frame Classic Natural Oak Wood Picture Frame 16x20 Frame Matted to 12x16 Solid Wooden Poster Frames for Vertical & Horizontal Wall Hanging Walnut Color

Price: $41.13
Rating: 4.6/5
Reviews: 13
Age: 7mo ago

16x20 Picture Frame with White Mat Ornate Vintage Gold Finish

Price: $38.31
Rating: 4.3/5
Reviews: 18
Age: 8mo ago

15 Pack 12x16 Picture Mats for 9x12 Photos Mixed Colors Beveled

Price: $14.17
Rating: 4.7/5
Reviews: 739
Age: 11mo ago

Competition: brands, sellers & click share

The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

17 falling

Sellers

Top-5 brand share

76%

Top 20: 100%

Top-5 click share

49%

Top 20: 83%

Open market

19%

Americanflat42%
Decobility14%
Husteria9%
Egofine5%
Prudiut5%
KAOIKO5%

12x16 Mat demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume79KCVR4.9%Products34Brands17Top 5 Brands76%OOS Rate5.3%Rating4.5★Reviews2,679Avg BSR#956

No pronounced peak months · busiest ÷ quietest = 1.3×

Top 12x16 Mat search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

12x16 mat14K/yr +5.7%1.8% conv.
frame matted to 12x1612K/yr +5.8%3.4% conv.
16x20 frame matted to 12x168K/yr +64.4%2.9% conv.
16x20 frame with mat for 12x16 picture9K/yr -19.2%2.8% conv.
frame with 12x16 mat opening6K/yr -6.1%2.8% conv.
matted to 12x16 frame6K/yr +21.3%4.1% conv.
16x20 matted to 12x165K/yr +17.1%2.7% conv.
frame for 12x16 print with mat4K/yr +21.4%4.4% conv.
12 x 16 mat4K/yr +5.4%2.4% conv.
frame with mat for 12x16 print4K/yr -9.0%3.3% conv.

What reviews say buyers love and hate about 12x16 Mat

What buyers mention most, as a share of all reviews.

What buyers love

82% of reviews

Frame Quality31%

“Excellent frame”

Value For Money15%

“Great Deal”

Quality-Overall13%

“matting is also well made”

Advertised Vs Actual Product8%

“Just as advertised”

Color4%

“Colors are bright”

What buyers complain about

78% of reviews

Frame Quality25%

“Frame comes apart”

Quality-Overall19%

“bad quality control”

Material Quality7%

“Material is very cheap”

Size-Overall6%

“Incorrect mat size”

Advertised Vs Actual Product5%

“unless other purchasers did not carefully read the description”

12x16 Mat return rate & reasons

Why buyers send it back, as a share of all return requests.

3.3%

Return rate

36%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Frame Quality

47%

2Size-Overall

27%

3Advertised Vs Actual Product

4Quality-Overall

5Material Quality

Common 12x16 Mat questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores 12x16 Mat 48/100 on Amazon United States — Skip it. The niche generates $118K/yr across 34 tracked products. 3 of 7 products launched in the last 360 days are still selling. Search demand moved +2.8% over the last 90 days.