squat mat
Skip itA small market ($53K/yr) — this niche doesn't clear our bar today.
Review moat
Incredible51.97avg incumbent reviews — the moat a new listing must climb
Returns
Great1.2%return rate — above 6% kills the launch gate
Brand share
Good65%top-5 brand share — brands hold most of the demand
Avg price
Good$13.12avg listing price — sweet spot $15–$100
Competition
Good52%top-5 click share — leaders hold, buyers still browse
Conversion
Good4.1%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Price range
Okay$9.21–$18.19cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-2.4%90-day search growth — must beat 0% to launch
Market size
Bad$53K$53K/yr · 98K searches
According to Flapen's Amazon United States niche tracking, squat mat is a $53K/yr Amazon United States market (98K searches/yr). The top 5 brands hold 65% of demand. Verdict: Skip it — 48/100.
Data updated Jul 10, 2026 · scored weekly · How we score niches
squat mat market data
- Units sold / yr
- 2K–3K
- avg 0–100/product
- Revenue / yr
- $26K–$33K
- units × avg price
- Launch success
- 4%
- 1 of 26 new (360d)
- Conversion rate
- 4.1%
- Avg BSR
- #150
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 93%
- Out of stock
- 15.7%
- Avg brand age
- 38 months
- Avg seller age
- 183 days
Competition & brand share
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.Brands
19 rising
Sellers
26
Top-5 brand share
65%
Top 20: 100%
Top-5 click share
52%
Top 20: 92%
Open market
27%
- CYUXING14%
- Rolitwils13%
- TOBWOLF13%
- Zfwdobk13%
- CTTZCKJ13%
- HAEZU9%
Demand
Weekly Amazon search volume, last 12 weeks — -2.4% search growth over the last 90 days.Top squat mat search terms
- squat mat56K/yr
- squat mat with foot position26K/yr
- squat target mat16K/yr
Top squat 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 29 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
31.5 X 13.8 Anti-Slip Squat Mat with Foot Position Guides Professional-Grade Exercise Mat Perfect for Squats Leg Training and Lunges Enhancing Muscle Activation Versatility and Safety for Home Fitness Enthusiasts
Rolitwils$10.574.3★52 rev
Anti-Slip Squat Mat Squat Mat with Foot Position Sports Accessories for Home Workout Anti-Slip & Shock-Absorbing Scientific Design Suitable for Home & Gym Use (Pink)
CYUXING$10.744.3★26 rev
Squat Mat with Foot Position Guide Anti-Slip Squat Target Mat for Home Gym Leg Glute and Ab Workouts Lightweight Rollable Exercise Mat 31.5 x 13.78
Zfwdobk$11.964.3★27 rev
TOBWOLF Squat Mat with Foot Position 31.5 x 13.8 Exercise Mat Black
TOBWOLF$13.284.5★70 rev
Squat Mat with Foot Position Large Squat Target Pad 30 X 13.8 4mm Thickness Squat Mat Foot Positioning Exercise Mat for Squats Leg and Abdominal Workouts (Black)
HAEZU$15.724.3★91 rev
Newest
by launch date
Squat Mat with Foot Position 31.5 x 13.8 Guided Training Pad for Proper Form 4 mm Thickness Squat Target Pad with A Resistance Band Non Slip Exercise Mat for Squats Leg & Abdominal Workouts
ELOAUNIRA$9.212 rev
Squat Mat with Foot Position 31.5 x 13.8 Squat Target Mat Exercise Pad for Leg And Gluteal Muscles Workouts Ideal for Home Fitness Enthusiasts Beginners Squats Improvers
SUCOHANS$10.492 rev
Anti-Slip Squat Mat Squat Mat with Foot Position Sports Accessories for Home Workout Anti-Slip & Shock-Absorbing Scientific Design Suitable for Home & Gym Use (Pink)
CYUXING$10.7426 rev
Squat Mat with Foot Position Guide Anti-Slip Squat Target Mat for Home Gym Leg Glute and Ab Workouts Lightweight Rollable Exercise Mat 31.5 x 13.78 (pink)
Zfwdobk$9.7327 rev
13.8 x 31.5 in Premium Squat Mat with Foot Position Non-Slip Large Squat Mat and Exercise Pad for Squats Leg and Abdominal Workout Ideal for Fitness Enthusiasts with A Resistance Band
VHOUHOU$14.582 rev
Trending
90-day click momentum
Non-Slip Squat Mat with Foot Position for Women Ultimate 30 x 13.8 Large Squat Target Pad 4mm Cushioning for Unmatched Comfort No Odor & Injury Prevention Perfect for Home & Gym Workouts (Grey)
CTTZCKJ$10.774.7★
Non-Slip Squat Mat with Foot Position for Women Ultimate 30 x 13.8 Large Squat Target Pad 4mm Cushioning for Unmatched Comfort No Odor & Injury Prevention Perfect for Home & Gym Workouts (Black)
CTTZCKJ$15.944.7★
UFITVELL Squat Pad Squat Mat with Foot Position for Proper Stance in Deadlifts & Squats Non-Slip Durable Exercise Pad Support for Improved Muscle Activation Ideal for Home Gym Leg Workout
UFITVELL$18.005.0★
Squat Mat with Foot Position 31.5 x 13.8 Guided Training Pad for Proper Form 4 mm Thickness Squat Target Pad with A Resistance Band Non Slip Exercise Mat for Squats Leg & Abdominal Workouts
ELOAUNIRA$9.214.5★
Anti-Slip Squat Mat Squat Mat with Foot Position Sports Accessories for Home Workout Anti-Slip & Shock-Absorbing Scientific Design Suitable for Home & Gym Use (Pink)
CYUXING$10.744.3★
What buyers say about squat mat
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent workout Mat”
“Great investment”
“so far slip resistant”
“Good quality”
“easy to move around when needed”
“Just right for what I needed”
“comfortable”
“The cushion is comfortable to stand on to do my exercises”
“The size is perfect — compact”
“The material feels durable”
What buyers complain about
“The mat itself is a bit small at less than 3 feet long”
“Slips/moves around/shifts while working out”
“The mat is ultra-thin”
“Not as pictured”
“I am not able to use this for the purpose of exercising because its about half the length it should be”
“Youre better off spending a bit more money for a higher-quality mat”
“dont feel this is worth more than $10”
“lunges with a little sweat on my feet”
“Wanting to get into better shape”
“It doesnt have that horrible rubber smell either”
Top return reasons
Common questions
- Is squat mat profitable to sell on Amazon United States?
- The niche generates $53K/yr across 29 tracked products. 1 of 26 products launched in the last 360 days are still selling. 90-day search growth is -2.4%. Flapen's verdict: Skip it (48/100).
- How competitive is the squat mat niche?
- 19 brands and 26 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 65% of demand.
- What do buyers complain about in squat mat?
- Top complaints mined from reviews: Size-Overall, Grip, Thickness. The return rate is 1.2%.
- What does it cost to enter the squat mat niche?
- Listings span $9.21–$18.19; the average listing price is $13.12 (sweet spot $15–$100). The average incumbent carries 52 reviews — the moat a new listing must climb.