---
title: "Yoga Mat — $18.3M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/sports-outdoors/yoga-mat"
last_updated: "2026-07-21T19:54:45.421Z"
locale: en
meta:
description: "Niche score 46/100 · $18.3M/yr market · 24.3M searches/yr · $27.33 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · $18.3M/yr market · 24.3M searches/yr · $27.33 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Yoga Mat — $18.3M/yr Amazon US Niche (2026) - Flapen"
---
# **yoga mat**
**Skip it**
Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.
Market size 100Growth 21Conversion 35Competition 27Returns 52Price range 95Avg price 95Brand share 8Review moat 17Quality gap 37
**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**
**Good****2.9%**
return rate — above 6% kills the launch gate
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.8%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Okay****69%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Bad****-7.4%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****17,953.5**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****97%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**11**
**Top-5 brand share**
**97%**
Top 20: 100%
**Top-5 click share**
**69%**
Top 20: 100%
**Open market**
**0%**
- 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.
600K400KHoliday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/us/sports-outdoors/yoga-mat/trend)
## **Top yoga mat search terms**
- **yoga mat**11.7M/yr-8.1%1.8% conv. - **mat**4.0M/yr+1.5%0.0% conv. - **exercise mat**1.1M/yr-6.9%1.3% conv. - **workout mat**1.1M/yr-9.5%1.6% conv. - **pilates mat**865K/yr-7.0%1.3% conv. - **yoga mat thick**1.3M/yr-17.4%2.1% conv. - **gym mat**682K/yr-6.2%0.3% conv. - **yoga mats**559K/yr-8.0%1.0% conv. - **thick yoga mat**593K/yr-17.1%1.5% conv. - **matt**525K/yr-1.9%0.0% conv. [**All search terms **](https://flapen.com/research/us/sports-outdoors/yoga-mat/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.
0%10%$1.8M20%$3.7M30%$5.5M40%$7.3M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Amazon Basics 1/2 Inch Extra Thick Exercise Yoga Mat with Carrying Strap for Home Workouts and Fitness 74 x 24 Black**Amazon Basics**$20.68**4.6★69,529 rev](https://www.amazon.com/dp/B01LP0U5X0) [2**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**$26.02**4.5★10,285 rev](https://www.amazon.com/dp/B07JQCVBBZ) [3**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**$38.69**4.5★14,599 rev](https://www.amazon.com/dp/B092XTMNCC) [4**Gaiam Essentials Thick Yoga Mat Fitness & Exercise Mat with Easy-Cinch Carrier Strap Purple 72L X 24W X 2/5 Inch Thick 10mm**Gaiam**$22.14**4.6★46,174 rev](https://www.amazon.com/dp/B07H9PDL2Y) [5**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**$38.94**4.5★14,599 rev](https://www.amazon.com/dp/B092XNCFF7)
**~~View all top sellers →~~**
### **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**$22.14**46,174 rev2mo ago](https://www.amazon.com/dp/B07H9PDL2Y) [**Gaiam Thick Yoga Mat 2/5 or 1 with Easy-Cinch Carrying Strap**Gaiam**$23.01**46,174 rev2mo ago](https://www.amazon.com/dp/B07H9PZ42P) [**Amazon Basics 0.25-inch Thick TPE Exercise Yoga Mat with Carrying Strap Aqua**Amazon Basics**$20.38**811 rev1y ago](https://www.amazon.com/dp/B0DM6GLX8J) [**Amazon Basics 0.25-inch Thick TPE Exercise Yoga Mat with Carrying Strap Non-Slip 73.6 x 24 Plum**Amazon Basics**$21.43**811 rev1y ago](https://www.amazon.com/dp/B0DM6JN33F) [**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**$29.96**556 rev3y ago](https://www.amazon.com/dp/B0B74MRJS3)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Amazon Basics 0.25-inch Thick TPE Exercise Yoga Mat with Carrying Strap Aqua**Amazon Basics**$20.38**4.6★**▲ 63%**](https://www.amazon.com/dp/B0DM6GLX8J) [**Amazon Basics 0.25-inch Thick TPE Exercise Yoga Mat with Carrying Strap Non-Slip 73.6 x 24 Plum**Amazon Basics**$21.43**4.6★**▲ 55%**](https://www.amazon.com/dp/B0DM6JN33F) [**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**$29.96**4.6★**▲ 53%**](https://www.amazon.com/dp/B0B74MRJS3) [**Retrospec Solana Yoga Mat 1/2 Thick w/Nylon Strap for Men & Women - Non Slip Excercise Mat for Yoga Pilates Stretching Floor & Fitness Workouts**Retrospec**$24.52**4.4★**▲ 33%**](https://www.amazon.com/dp/B091FX694F) [**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**$38.94**4.5★**▲ 30%**](https://www.amazon.com/dp/B092XNCFF7)
**~~View all trending →~~**
## **What buyers say about yoga mat**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Comfort-Overall**11%
*“It is comfortable”*
**Thickness**10%
*“a perfect thickness with the foam”*
**Quality-Overall**10%
*“Arrive as advertised, and good quality”*
**Exercise/Sports Suitability**8%
*“I love this for doing my floor exercises”*
**Grip**7%
*“non slip”*
**Cushion**6%
*“provides a good amount of cushion”*
**Soft Feel**5%
*“it's soft to the touch”*
**Value For Money**4%
*“Great value”*
**Color**3%
*“the color is pretty”*
**Durability**3%
*“it has held up well after regular use”*
### **What buyers complain about **
**Grip**13%
*“NOT a true yoga mat - insufficient grip”*
**Thickness**8%
*“This may is thicker than the typical”*
**Strap/String Quality**8%
*“Missing strap”*
**Smell**7%
*“Smells weird”*
**Quality-Overall**5%
*“Bad quality”*
**Durability**5%
*“not durable”*
**Size-Overall**2%
*“So big”*
**Value For Money**2%
*“Not worth the price at all”*
**Stretchability/Expandability/Elasticity**2%
*“Cons: I find it to be too stretchy”*
**Color**2%
*“Sent wrong color”*
### **Top return reasons **
**Thickness**26%
**Size-Overall**14%
**Grip**7%
**Value For Money**7%
**Material Quality**5%
**Thin**5%
**Advertised Vs Actual Product**5%
**Quality-Overall**4%
**Smell**4%
**Color**3%
## **Common questions**
- **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.
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