---
title: "Door Mat — $11.5M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/patio-lawn-garden/door-mat"
last_updated: "2026-08-10T13:38:55.427Z"
locale: en
meta:
description: "Niche score 64/100 · $11.5M/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 64/100 · $11.5M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Door Mat — $11.5M/yr Amazon US Niche (2026) - Flapen"
---
# **door mat**
**Worth a look**
Shows a $11.5M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 23Conversion 23Competition 94Returns 52Price range 88Avg price 91Brand share 96Review moat 24Quality gap 38
**Market size**
**Incredible****$11.5M**
$11.5M/yr · 29.6M searches
**Brand share**
**Incredible****30%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****21%**
top-5 click share — an open shelf
**Avg price**
**Great****$21.29**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$6.46–$98.80**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Returns**
**Good****2.9%**
return rate — above 5% kills the launch gate
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****6,201.36**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-4.8%**
90-day search growth — must beat 0% to launch
**Conversion**
**Bad****1.8%**
search→purchase rate — share of searches ending in a sale
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=us&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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.
600K400KSpike '25Prime Day '25Prime Day '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul · busiest ÷ quietest = 2.6×
[**Open Trend **](https://flapen.com/research/us/patio-lawn-garden/door-mat/trend)
## **Top door mat search terms**
- **door mat**3.0M/yr-7.2%1.4% conv. - **welcome mat**2.3M/yr+7.6%1.6% conv. - **front door mat**2.0M/yr+1.8%0.9% conv. - **door mat outside entrance**1.7M/yr+11.2%1.4% conv. - **welcome mats for front door**805K/yr+85.0%1.3% conv. - **entryway rug**1.6M/yr-21.1%0.4% conv. - **outdoor mat**981K/yr+35.9%1.3% conv. - **floor mats**2.3M/yr-47.4%0.4% conv. - **front door mat outside entrance**1.0M/yr-1.4%0.9% conv. - **outdoor doormats**890K/yr-9.3%1.1% conv. [**All search terms **](https://flapen.com/research/us/patio-lawn-garden/door-mat/search-terms)
## **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.
0%2%$229K4%$458K6%$688K8%$917K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$16.75**4.4★39,377 rev](https://www.amazon.com/dp/B072K1G53F) [2**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**$22.45**4.4★802 rev](https://www.amazon.com/dp/B0GLQH4453) [3**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**$13.04**4.7★3,431 rev](https://www.amazon.com/dp/B0CLL7XWZT) [4**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**$8.95**4.6★6,610 rev](https://www.amazon.com/dp/B0CGTRPVRG) [5**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**$19.39**4.4★8,785 rev](https://www.amazon.com/dp/B07G8L135X)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**$22.45**802 rev5mo ago](https://www.amazon.com/dp/B0GLQH4453) [**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**$24.37**564 rev1y ago](https://www.amazon.com/dp/B0F3Y351TJ) [**Mohawk Home Swirl Style Casual Ornamental Rust 2 X 3 All Weather Outdoor Door Mat Perfect for Porch Garage**Mohawk Home**$25.97**1,077 rev1y ago](https://www.amazon.com/dp/B0DK61PXL6) [**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**$12.50**8,593 rev1y ago](https://www.amazon.com/dp/B0DDT4R291) [**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**$17.53**2,475 rev1y ago](https://www.amazon.com/dp/B0D9K2D274)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$22.45**4.4★**▲ 287%**](https://www.amazon.com/dp/B0GLQH4453) [**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**$24.37**4.3★**▲ 226%**](https://www.amazon.com/dp/B0F3Y351TJ) [**Bulijojo Front Door Mat Entrance Durable Heavy Duty Welcome Mat Thick Absorbent Natural Rubber Non Slip Mat Sturdy Entryway Green 17x30**Bulijojo**$13.19**4.6★**▲ 73%**](https://www.amazon.com/dp/B0CQY5ZP5X) [**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**$25.75**4.6★**▲ 73%**](https://www.amazon.com/dp/B08D3Y6T7F) [**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**$17.19**4.6★**▲ 67%**](https://www.amazon.com/dp/B0CSDF3YFB)
**~~View all trending →~~**
## **What buyers say about door mat**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**18%
*“Adorable and Good Quality”*
**Advertised Vs Actual Product**10%
*“Exactly as described”*
**Value For Money**9%
*“Decent price”*
**Size-Overall**8%
*“Love the size”*
**Ease Of Cleaning**7%
*“Clean easily”*
**Soft Feel**6%
*“Very fluffy and soft”*
**Color**5%
*“Colors are accurate”*
**Durability**4%
*“The material feels durable”*
**Thickness**3%
*“Nice thick mat”*
**Grip**2%
*“Non slip backing”*
### **What buyers complain about **
**Size-Overall**23%
*“Too short”*
**Thickness**11%
*“Not as thick as I anticipated”*
**Quality-Overall**8%
*“Not the quality I was expecting”*
**Advertised Vs Actual Product**4%
*“False description”*
**Durability**4%
*“fell apart”*
**Flatness**3%
*“Doesnt lay flat”*
**Smell**3%
*“Bad smell”*
**Value For Money**3%
*“Not worth the money even at the lower price”*
**Color**3%
*“Its not orange”*
**Strength**2%
*“Not very strong”*
### **Top return reasons **
**Size-Overall**53%
**Color**11%
**Advertised Vs Actual Product**6%
**Quality-Overall**4%
**Material Quality**4%
**Thin**4%
**Thickness**4%
**Value For Money**2%
**Functionality-Overall**1%
**Strength**1%
## **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.
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