Is yoga mat profitable to sell on Amazon United States?

The niche generates $18.3M/yr across 14 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -7.4%. Flapen's verdict: Skip it (46/100).

How competitive is the yoga mat niche?

6 brands and 11 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in yoga mat?

Top complaints mined from reviews: Grip, Thickness, Strap/String Quality. The return rate is 2.9%.

When does demand for yoga mat peak?

Demand peaks in Jan; the busiest month runs 1.5× the quietest.

What does it cost to enter the yoga mat niche?

Listings span $20.38–$38.94; the average listing price is $27.33 (sweet spot $15–$100). The average incumbent carries 17,954 reviews — the moat a new listing must climb.

yoga mat

Skip it

Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.

Market size

Incredible$18.3M

$18.3M/yr · 24.3M searches

Avg price

Incredible$27.33

avg listing price — sweet spot $15–$100

Price range

Incredible$20.38–$38.94

cheapest to priciest tracked listing — scored on the share inside $15–$100

Returns

Good2.9%

return rate — above 6% kills the launch gate

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Conversion

Okay2.8%

search→purchase rate — share of searches ending in a sale

Competition

Okay69%

top-5 click share — leaders hold, buyers still browse

Growth

Bad-7.4%

90-day search growth — must beat 0% to launch

Review moat

Bad17,953.5

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad97%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, yoga mat is a $18.3M/yr Amazon United States market (24.3M searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Jan. Verdict: Skip it — 46/100.

Data updated Jul 18, 2026 · scored weekly · How we score niches

yoga mat market data

Units sold / yr: 600K–800K; avg 40,000–50,000/product
Revenue / yr: $16.4M–$21.9M; units × avg price
Launch success: —; 2 of 2 new (360d)
Conversion rate: 2.8%
Avg BSR: #11
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 44 months
Avg seller age: 162 days

Competition & brand share

The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.

Brands

6 falling

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

Amazon Basics42%
Retrospec22%
Gruper16%
Gaiam12%
KEEP5%
UMINEUX3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -7.4% search growth over the last 90 days.

Peak months: Jan · busiest ÷ quietest = 1.5×

Open Trend

Top yoga mat search terms

yoga mat11.7M/yr -8.1%1.8% conv.
mat4.0M/yr +1.5%0.0% conv.
exercise mat1.1M/yr -6.9%1.3% conv.
workout mat1.1M/yr -9.5%1.6% conv.
pilates mat865K/yr -7.0%1.3% conv.
yoga mat thick1.3M/yr -17.4%2.1% conv.
gym mat682K/yr -6.2%0.3% conv.
yoga mats559K/yr -8.0%1.0% conv.
thick yoga mat593K/yr -17.1%1.5% conv.
matt525K/yr -1.9%0.0% conv.

All search terms

Top yoga 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.

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

All 14 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Amazon Basics 1/2 Inch Extra Thick Exercise Yoga Mat with Carrying Strap for Home Workouts and Fitness 74 x 24 Black

Amazon Basics$20.684.6★69,529 rev

Yoga Mat Non Slip Eco Friendly Fitness Exercise Mat with Carrying Strap Pro Yoga Mats for Women Workout Mats for Home Pilates and Floor Exercises (Matcha Green/Black Thickness-6mm)

Gruper$26.024.5★10,285 rev

Retrospec Solana Yoga Mat 1 Thick w/Nylon Strap for Men & Women - Non Slip Exercise Mat for Home Yoga Pilates Stretching Floor & Fitness Workouts - Boysenberry

Retrospec$38.694.5★14,599 rev

Gaiam Essentials Thick Yoga Mat Fitness & Exercise Mat with Easy-Cinch Carrier Strap Purple 72L X 24W X 2/5 Inch Thick 10mm

Gaiam$22.144.6★46,174 rev

Retrospec Solana Yoga Mat 1 Thick w/Nylon Strap for Men & Women - Non Slip Exercise Mat for Home Yoga Pilates Stretching Floor & Fitness Workouts - Black

Retrospec$38.944.5★14,599 rev

Newest

by launch date

Gaiam Essentials Thick Yoga Mat Fitness & Exercise Mat with Easy-Cinch Carrier Strap Purple 72L X 24W X 2/5 Inch Thick 10mm

Gaiam$22.1446,174 rev

2mo ago

Gaiam Thick Yoga Mat 2/5 or 1 with Easy-Cinch Carrying Strap

Gaiam$23.0146,174 rev

2mo ago

Amazon Basics 0.25-inch Thick TPE Exercise Yoga Mat with Carrying Strap Aqua

Amazon Basics$20.38811 rev

1y ago

Amazon Basics 0.25-inch Thick TPE Exercise Yoga Mat with Carrying Strap Non-Slip 73.6 x 24 Plum

Amazon Basics$21.43811 rev

1y ago

KEEP Non-Slip Large Yoga Mat Extra Long and Wide Exercise & Fitness Mat( 72Lx32Wx7mm Thick) with Free Carrying Strap Professional TPE Workout Mat for All Types of Yoga 7mm Pale Green

KEEP$29.96556 rev

3y ago

What buyers say about yoga mat

What buyers praise and complain about, mined from review topics.

What buyers love

Comfort-Overall11%

“It is comfortable”

Thickness10%

“a perfect thickness with the foam”

Quality-Overall10%

“Arrive as advertised, and good quality”

Exercise/Sports Suitability8%

“I love this for doing my floor exercises”

Grip7%

“non slip”

Cushion6%

“provides a good amount of cushion”

Soft Feel5%

“it's soft to the touch”

Value For Money4%

“Great value”

Color3%

“the color is pretty”

Durability3%

“it has held up well after regular use”

What buyers complain about

Grip13%

“NOT a true yoga mat - insufficient grip”

Thickness8%

“This may is thicker than the typical”

Strap/String Quality8%

“Missing strap”

Smell7%

“Smells weird”

Quality-Overall5%

“Bad quality”

Durability5%

“not durable”

Size-Overall2%

“So big”

Value For Money2%

“Not worth the price at all”

Stretchability/Expandability/Elasticity2%

“Cons: I find it to be too stretchy”

Color2%

“Sent wrong color”

Top return reasons

Thickness26%

Size-Overall14%

Grip7%

Value For Money7%

Material Quality5%

Thin5%

Advertised Vs Actual Product5%

Quality-Overall4%

Smell4%