kennel mat
Worth a lookShows a sweet-spot price point ($22.45 avg), but soft demand (+1.1% this quarter) keeps it on the watch list.
Avg price
Great$22.45avg listing price — sweet spot $15–$100
Price range
Great$8.04–$38.70cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Great2.0%return rate — above 6% kills the launch gate
Brand share
Good64%top-5 brand share — brands hold most of the demand
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Okay$132K$132K/yr · 281K searches
Review moat
Okay3,618.61avg incumbent reviews — the moat a new listing must climb
Growth
Okay+1.1%90-day search growth — must beat 0% to launch
Conversion
Okay2.1%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United States niche tracking, kennel mat is a $132K/yr Amazon United States market (281K searches/yr). The top 5 brands hold 64% of demand. Verdict: Worth a look — 51/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
kennel mat market data
- Units sold / yr
- 6K–8K
- avg 100–250/product
- Revenue / yr
- $135K–$180K
- units × avg price
- Launch success
- 75%
- 6 of 8 new (360d)
- Conversion rate
- 2.1%
- Avg BSR
- #68
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 90%
- Out of stock
- 1.9%
- Avg brand age
- 34 months
- Avg seller age
- 186 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
28 falling
Sellers
35
Top-5 brand share
64%
Top 20: 94%
Top-5 click share
47%
Top 20: 80%
Open market
32%
- WAYIMPRESS19%
- BALANCE16%
- Exsnugy11%
- VERZEY10%
- KSIIA9%
- Paw Inspired4%
Demand
Weekly Amazon search volume, last 41 weeks — +1.1% search growth over the last 90 days.Top kennel mat search terms
- kennel mat38K/yr
- dog cage mat31K/yr
- dog kennel mat26K/yr
- waterproof dog crate pad17K/yr
- kennel mats for crates18K/yr
- waterproof crate pad16K/yr
- thin dog bed16K/yr
- xl dog crate pad12K/yr
- 30x19 dog crate bed12K/yr
- waterproof crate mat12K/yr
Top kennel 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 41 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
BALANCE Dog Crate Pad Dog Foam Crate Mat Kennel Pad Washable Water-Resistant Pet Bed Flat Dogs Cage Mat for Small Dogs
BALANCE$14.004.5★1,491 rev
WAYIMPRESS Outdoor Dog Crate Pad Reversible Waterproof Crate Mat Bed Wipeable Kennel Mat Pet Sleeping for Medium Large Dogs Waterproof Wipeable Anti-Slip Kennel Pads 35 x 22 Inch Dark Grey
WAYIMPRESS$17.614.2★179 rev
Washable Dog Bed Mat Ultra Soft Dog Crate Pad Comfy Fluffy Pet Kennel Beds Sleeping Mattress for Large Jumbo Medium Small Dogs 36 x 23 Inch Gray
Exsnugy$18.034.4★6,258 rev
Dog Beds Crate Pad for Medium/Large Dogs Fit Metal Ultra Soft Washable & Anti-Slip Kennel Pad for Dogs Cozy Sleeping Mat Gray 36inch
VERZEY$18.824.4★9,948 rev
KSIIA Orthopedic Dog Bed Dog Crate Bed Waterproof for Large Dogs Deluxe Plush Washable Pet Mat with Egg Crate Foam & Removable Cover 35 x 22 Inch Gray
KSIIA$20.194.4★3,934 rev
Newest
by launch date
Warmrest Waterproof Dog Crate Pad Medium Sized Dog Dual-Sided Outdoor Dog Bed for Crate Washable Cooling Dog Sleeping Foam Mat Wipeable 3522 Grey
Warmrest$21.6523 rev
WAYIMPRESS Outdoor Dog Crate Pad Reversible Waterproof Crate Mat Bed Wipeable Kennel Mat Pet Sleeping for Medium Large Dogs Waterproof Wipeable Anti-Slip Kennel Pads 35 x 22 Inch Dark Grey
WAYIMPRESS$17.61179 rev
WAYIMPRESS Outdoor XL Dog Crate Pad Reversible Waterproof Crate Mat Bed Wipeable Kennel Mat Pet Sleeping for Medium Large Dogs Waterproof Wipeable Anti-Slip Kennel Pad 41 x 27 Inch Dark Grey
WAYIMPRESS$22.85179 rev
Orthopedic Dog Bed for Large Dog Waterproof Pet Bed Non-Slip Bottom and Egg-Crate Foam with Removable Washable Cover Crate Bed Cream 36x27x3
DOPEDIO$29.08277 rev
Cozila Dog Beds for Large Sized Dog Orthopedic Pet Bed with Waterproof Lining Soft Short Plush Surface & Egg Crate Foam Machine Washable Pet Bed with Removable Cover & Anti Slip Bottom
Cozila$28.27389 rev
Trending
90-day click momentumWarmrest Waterproof Dog Crate Pad Medium Sized Dog Dual-Sided Outdoor Dog Bed for Crate Washable Cooling Dog Sleeping Foam Mat Wipeable 3522 Grey
Warmrest$21.654.8★
MASSFU Low-Profile Dog Pad Mat for Medium Small Dogs Washable Ultra Soft Dog Crate Mat High Density Foam Pet Beds for Indoor & Outdoor Dogs 35 x 23 Cream White
MASSFU$16.374.4★
Orthopedic Dog Bed for Large Dog Waterproof Pet Bed Non-Slip Bottom and Egg-Crate Foam with Removable Washable Cover Crate Bed Cream 36x27x3
DOPEDIO$29.084.6★
WAYIMPRESS Outdoor XL Dog Crate Pad Reversible Waterproof Crate Mat Bed Wipeable Kennel Mat Pet Sleeping for Medium Large Dogs Waterproof Wipeable Anti-Slip Kennel Pad 41 x 27 Inch Dark Grey
WAYIMPRESS$22.854.2★
Cozila Dog Beds for Large Sized Dog Orthopedic Pet Bed with Waterproof Lining Soft Short Plush Surface & Egg Crate Foam Machine Washable Pet Bed with Removable Cover & Anti Slip Bottom
Cozila$28.274.6★
What buyers say about kennel mat
What buyers praise and complain about, mined from review topics.What buyers love
“Dog Loves it”
“Correct size”
“Soft and fluffy”
“Build quality is great”
“Love the comfort”
“Excellent value”
“Easy clean”
“Durable, and comfortable”
“Good thickness”
“Good cushion”
What buyers complain about
“It's thick”
“Did Not Last”
“Too large”
“Bad quality”
“Strong Chemical Odor”
“Poor value”
“Inaccurate description”
“NOT WATERPROOF”
“made a mess”
“Not chew resistant”
Top return reasons
Common questions
- Is kennel mat profitable to sell on Amazon United States?
- The niche generates $132K/yr across 41 tracked products. 6 of 8 products launched in the last 360 days are still selling. 90-day search growth is +1.1%. Flapen's verdict: Worth a look (51/100).
- How competitive is the kennel mat niche?
- 28 brands and 35 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 64% of demand.
- What do buyers complain about in kennel mat?
- Top complaints mined from reviews: Thickness, Durability, Size-Overall. The return rate is 2.0%.
- What does it cost to enter the kennel mat niche?
- Listings span $8.04–$38.70; the average listing price is $22.45 (sweet spot $15–$100). The average incumbent carries 3,619 reviews — the moat a new listing must climb.