door mat
Worth a lookShows a $11.5M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$11.5M$11.5M/yr · 29.6M searches
Brand share
Incredible30%top-5 brand share — no brand owns this niche
Competition
Great21%top-5 click share — an open shelf
Avg price
Great$21.29avg listing price — sweet spot $15–$100
Price range
Great$6.46–$98.80cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Good2.9%return rate — above 5% kills the launch gate
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Bad6,201.36avg incumbent reviews — the moat a new listing must climb
Growth
Bad-4.8%90-day search growth — must beat 0% to launch
Conversion
Bad1.8%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United States niche tracking, door mat is a $11.5M/yr Amazon United States market (29.6M searches/yr). The top 5 brands hold 30% of demand. Demand peaks in Jul. Verdict: Worth a look — 64/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
door mat market data
- Units sold / yr
- 500K–600K
- avg 6,000–8,000/product
- Revenue / yr
- $10.6M–$12.8M
- units × avg price
- Conversion rate
- 1.8%
- Avg BSR
- #181
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 94%
- Out of stock
- 0.2%
- Avg brand age
- 39 months
- Avg seller age
- 173 days
Competition & brand share
Clicks spread well past the top 5 (21% combined) — an open shelf where new products get seen.Brands
63 rising
Sellers
85
Top-5 brand share
30%
Top 20: 74%
Top-5 click share
21%
Top 20: 54%
Open market
66%
- OLANLY9%
- GORILLA GRIP7%
- HIYARD5%
- Mibao5%
- Haulcove5%
- LEKEEPGO4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.8% search growth over the last 90 days.Peak months: Jul · busiest ÷ quietest = 2.6×
Top door mat search terms
- door mat3.0M/yr
- welcome mat2.3M/yr
- front door mat2.0M/yr
- door mat outside entrance1.7M/yr
- welcome mats for front door805K/yr
- entryway rug1.6M/yr
- outdoor mat981K/yr
- floor mats2.3M/yr
- front door mat outside entrance1.0M/yr
- outdoor doormats890K/yr
Top door mat 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
GORILLA GRIP 100% Waterproof All-Season WeatherMAX Doormat US Designed Natural Rubber Stain Fade Resistant Low Profile Indoor Outdoor Door Mats Easy Clean 29x17 Gray Diamond
GORILLA GRIP$16.754.4★39,377 rev
Haulcove 18pcs Puzzle Exercise Mat 12.6x12.6x0.4 18sqft EVA Interlocking Foam Floor Tiles Protective Water-Resistant Flooring for Home Gym & Workout Equipment Black
Haulcove$22.454.4★802 rev
HIYARD Sturdy Front Door Mat Absorbent Muddy Dirt Resist Welcome Door Mats Outdoor Indoor Stain and Fade Resistant Non-Slip Backing Entry Mat Low Profile Doormat for Entryway 2917 Beige
HIYARD$13.044.7★3,431 rev
Mibao Front Door Mat Outdoor Entrance 29.5 x 17 Heavy Duty Welcome Mat for Outdoor and Indoor Waterproof Dirt Trapper Doormat Super Absorbent Indoor Entryway Mat for Patio & Porch - Gray
Mibao$8.954.6★6,610 rev
ubdyo Extra Durable Door Mat - Dirt Trapping Outdoor Welcome Mats - Non-Slip Outdoor Indoor Entrance - Low Profile Front Doormat (30 x 17 Bright Brown)
ubdyo$19.394.4★8,785 rev
Newest
by launch dateHaulcove 18pcs Puzzle Exercise Mat 12.6x12.6x0.4 18sqft EVA Interlocking Foam Floor Tiles Protective Water-Resistant Flooring for Home Gym & Workout Equipment Black
Haulcove$22.45802 rev
Othilic Front Door Mat Outside Entrance - 2x3 Floral Non-Slip Washable Doormat Indoor Outdoor Mat Tan Neutral Farmhouse Scalloped Entry Rug Small Throw Rugs for Entryway Kitchen Front Porch Decor
Othilic$24.37564 rev
Mohawk Home Swirl Style Casual Ornamental Rust 2 X 3 All Weather Outdoor Door Mat Perfect for Porch Garage
Mohawk Home$25.971,077 rev
Washable 2x3 Entryway Area Rug - Neutral Kitchen Rug Runner Vintage Soft Floor Mat Non Slip Indoor Farmhouse Carpet for Bathroom Living Room Bedroom (2 X 3 Beige)
HY HAO YUN LAI$12.508,593 rev
LEKEEPGO Door Mat 17x29 Non Slip Door Mat Indoor Entrance Rubber Backing Indoor Door mats Washable Absorbent Low-Profile Doormat Front Entryway Entry Resist Dirt Inside Door Mats Khaki
LEKEEPGO$17.532,475 rev
Trending
90-day click momentumHaulcove 18pcs Puzzle Exercise Mat 12.6x12.6x0.4 18sqft EVA Interlocking Foam Floor Tiles Protective Water-Resistant Flooring for Home Gym & Workout Equipment Black
Haulcove$22.454.4★
Othilic Front Door Mat Outside Entrance - 2x3 Floral Non-Slip Washable Doormat Indoor Outdoor Mat Tan Neutral Farmhouse Scalloped Entry Rug Small Throw Rugs for Entryway Kitchen Front Porch Decor
Othilic$24.374.3★
Bulijojo Front Door Mat Entrance Durable Heavy Duty Welcome Mat Thick Absorbent Natural Rubber Non Slip Mat Sturdy Entryway Green 17x30
Bulijojo$13.194.6★
GORILLA GRIP Ultra Absorbent Front Door Mat Outside Entrance Traps Dirt and Moisture HydroABSORB Indoor Outdoor Doormat Holds Up to 1.7 Cups Water Stain and Fade Resistant Welcome Mat 29x17 Black
GORILLA GRIP$25.754.6★
BEQHAUSE Dirt Trapper Door Mat 20 x 32 Non-Slip Washable Doormats Entrance Mat Dirt Resistant and Absorbent Welcome Mat Low Profile Floor Mats for Front Back Door and Entryway Beige
BEQHAUSE$17.194.6★
What buyers say about door mat
What buyers praise and complain about, mined from review topics.What buyers love
“Adorable and Good Quality”
“Exactly as described”
“Decent price”
“Love the size”
“Clean easily”
“Very fluffy and soft”
“Colors are accurate”
“The material feels durable”
“Nice thick mat”
“Non slip backing”
What buyers complain about
“Too short”
“Not as thick as I anticipated”
“Not the quality I was expecting”
“False description”
“fell apart”
“Doesnt lay flat”
“Bad smell”
“Not worth the money even at the lower price”
“Its not orange”
“Not very strong”
Top return reasons
Common questions
- Is door mat profitable to sell on Amazon United States?
- The niche generates $11.5M/yr across 108 tracked products. 15 of 16 products launched in the last 360 days are still selling. 90-day search growth is -4.8%. Flapen's verdict: Worth a look (64/100).
- How competitive is the door mat niche?
- 63 brands and 85 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 30% of demand.
- What do buyers complain about in door mat?
- Top complaints mined from reviews: Size-Overall, Thickness, Quality-Overall. The return rate is 2.9%.
- When does demand for door mat peak?
- Demand peaks in Jul; the busiest month runs 2.6× the quietest.
- What does it cost to enter the door mat niche?
- Listings span $6.46–$98.80; the average listing price is $21.29 (sweet spot $15–$100). The average incumbent carries 6,201 reviews — the moat a new listing must climb.