---
title: "dog birthday — Niche Verdict: Launch it (67/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/pet-supplies/dog-birthday"
last_updated: "2026-07-14T04:03:41.016Z"
locale: en
meta:
  description: "dog birthday clears our launch bar: a $3.0M/yr market growing +0.1% this quarter with returns at 1.0%."
  "og:description": "dog birthday clears our launch bar: a $3.0M/yr market growing +0.1% this quarter with returns at 1.0%."
  "og:title": "dog birthday — Niche Verdict: Launch it (67/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **dog birthday**

**Launch it**

A $3.0M/yr market growing +0.1% this quarter with returns at 1.0% — clears our launch bar.

Market size 96Growth 25Conversion 71Competition 86Returns 95Price range 47Avg price 48Brand share 91Review moat 24Quality gap 43

**Market size**

**Incredible****$3.0M**

$3.0M/yr · 4.0M searches

**Returns**

**Incredible****1.0%**

return rate — above 6% kills the launch gate

**Brand share**

**Great****44%**

top-5 brand share — no brand owns this niche

**Competition**

**Great****29%**

top-5 click share — an open shelf

**Conversion**

**Good****6.5%**

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

**Avg price**

**Okay****$11.70**

avg listing price — sweet spot $15–$100

**Price range**

**Okay****$3.71–$25.01**

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

**Quality gap**

**Okay****4.5★**

avg incumbent rating — lower means beatable quality

**Growth**

**Okay****+0.1%**

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

**Review moat**

**Bad****6,031.03**

avg incumbent reviews — the moat a new listing must climb

## **Competition**

Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.

**Brands**

**40 **▼falling

**Sellers**

**63**

**Top-5 brand share**

**44%**

**Open market**

**50%**

- Yicostar12% - Puppy Cake10% - Three Dog Bakery9% - Multipet7% - The Lazy Dog Cookie Co.6% - WÜFERS6%

## **Product shelf**

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%3%$90K6%$180K9%$271K12%$361K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 60 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Yicostar Dog Birthday Party Supplies Dog Birthday Bandana Set Dog Boy Girl Birthday Party Hat with Numbers for Large Medium Small Dogs Pet (Blue)](https://m.media-amazon.com/images/I/51Tr6n2RYQL.jpg)**Yicostar Dog Birthday Party Supplies Dog Birthday Bandana Set Dog Boy Girl Birthday Party Hat with Numbers for Large Medium Small Dogs Pet (Blue)**Yicostar**$8.30**4.7★1,551 rev](https://www.amazon.com/dp/B09QYS3CT9) [2![Three Dog Bakery Ultimate Celebration Cake Bites Soft-Baked Dog Treats and Cookies with Real Ingredients 12 oz](https://m.media-amazon.com/images/I/41pLfEleBLL.jpg)**Three Dog Bakery Ultimate Celebration Cake Bites Soft-Baked Dog Treats and Cookies with Real Ingredients 12 oz**Three Dog Bakery**$4.98**4.5★1,514 rev](https://www.amazon.com/dp/B0F8R6638K) [3![Cuppy Cake Microwave Dog Birthday Cake in a Cup - Ready in 2 Min Just Add Water and Microwave All Natural Pupfetti Sprinkles Made in USA (Woman Owned)](https://m.media-amazon.com/images/I/41v1x28lSqL.jpg)**Cuppy Cake Microwave Dog Birthday Cake in a Cup - Ready in 2 Min Just Add Water and Microwave All Natural Pupfetti Sprinkles Made in USA (Woman Owned)**Puppy Cake**$10.08**4.3★1,337 rev](https://www.amazon.com/dp/B0C1CTDX2M) [4![The Lazy Dog Pup-Pie - Original Pup-Pie - Happy Birthday Dog Treat for a Special Dog 5 oz.](https://m.media-amazon.com/images/I/51RrdU-h18L.jpg)**The Lazy Dog Pup-Pie - Original Pup-Pie - Happy Birthday Dog Treat for a Special Dog 5 oz.**The Lazy Dog Cookie Co.**$13.13**4.2★4,838 rev](https://www.amazon.com/dp/B00QT4UNSA) [5![Multipet Lamb Chop Dog Plush Toy w/Birthday Hat - Squeaky Toy for All Dogs - Extra Soft Plush - Stuffed Animal for Cuddling & Playing (10.5 Blue Hat 5 Squeakers)](https://m.media-amazon.com/images/I/31FGfDkDm2L.jpg)**Multipet Lamb Chop Dog Plush Toy w/Birthday Hat - Squeaky Toy for All Dogs - Extra Soft Plush - Stuffed Animal for Cuddling & Playing (10.5 Blue Hat 5 Squeakers)**Multipet**$7.67**4.5★81,070 rev](https://www.amazon.com/dp/B0BKH4XQLS)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Wufers Dog Birthday Cake Giant Shareable Happy Barkday Decorated Dog Treat Soft-Baked 8-Piece Cookie Cake for Dogs Made in North America (Pink - Birthday Cake)](https://m.media-amazon.com/images/I/415RQ-9RG+L.jpg)**Wufers Dog Birthday Cake Giant Shareable Happy Barkday Decorated Dog Treat Soft-Baked 8-Piece Cookie Cake for Dogs Made in North America (Pink - Birthday Cake)**WÜFERS**$20.00**1,578 rev4mo ago](https://www.amazon.com/dp/B0GQ1ZGP6X) [![Wufers Dog Birthday Cake Giant Shareable Happy Barkday Decorated Dog Treat Soft-Baked 8-Piece Cookie Cake for Dogs Made in North America (Blue - Birthday Cake)](https://m.media-amazon.com/images/I/41mYnEmzK-L.jpg)**Wufers Dog Birthday Cake Giant Shareable Happy Barkday Decorated Dog Treat Soft-Baked 8-Piece Cookie Cake for Dogs Made in North America (Blue - Birthday Cake)**WÜFERS**$19.94**1,578 rev4mo ago](https://www.amazon.com/dp/B0GQ2DJVZB) [![JKIYT Dog Birthday Decorations Boy Puppy Happy Birthday Party Supplies Bandana Hat Bow Tie Lets Pawty Banner Paw Print Balloons & Cake Topper (Blue)](https://m.media-amazon.com/images/I/51B44idzpGL.jpg)**JKIYT Dog Birthday Decorations Boy Puppy Happy Birthday Party Supplies Bandana Hat Bow Tie Lets Pawty Banner Paw Print Balloons & Cake Topper (Blue)**JKIYT**$17.94**48 rev11mo ago](https://www.amazon.com/dp/B0FFZNCSHL) [![Agroon Dog Birthday Party Supplies Blue Dog Birthday Set with Hat Bandana Numbers for Large Medium Boy Pets Puppy](https://m.media-amazon.com/images/I/515Hi7jqeoL.jpg)**Agroon Dog Birthday Party Supplies Blue Dog Birthday Set with Hat Bandana Numbers for Large Medium Boy Pets Puppy**Agroon**$6.92**250 rev11mo ago](https://www.amazon.com/dp/B0FJB5KWH5) [![Muccibi 6pcs mini party hats for stuffed animals birthday party hats (Birthday Decorations for Dolls Dog Cat Rabbit Puppies Assorted Animal)](https://m.media-amazon.com/images/I/31fk1o3ho5L.jpg)**Muccibi 6pcs mini party hats for stuffed animals birthday party hats (Birthday Decorations for Dolls Dog Cat Rabbit Puppies Assorted Animal)**Muccibi**$12.37**207 rev1y ago](https://www.amazon.com/dp/B0FFYNZLG4)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Wufers Dog Birthday Cake Giant Shareable Happy Barkday Decorated Dog Treat Soft-Baked 8-Piece Cookie Cake for Dogs Made in North America (Pink - Birthday Cake)](https://m.media-amazon.com/images/I/415RQ-9RG+L.jpg)**Wufers Dog Birthday Cake Giant Shareable Happy Barkday Decorated Dog Treat Soft-Baked 8-Piece Cookie Cake for Dogs Made in North America (Pink - Birthday Cake)**WÜFERS**$20.00**4.4★**▲ 319%**](https://www.amazon.com/dp/B0GQ1ZGP6X) [![Wufers Dog Birthday Cake Giant Shareable Happy Barkday Decorated Dog Treat Soft-Baked 8-Piece Cookie Cake for Dogs Made in North America (Blue - Birthday Cake)](https://m.media-amazon.com/images/I/41mYnEmzK-L.jpg)**Wufers Dog Birthday Cake Giant Shareable Happy Barkday Decorated Dog Treat Soft-Baked 8-Piece Cookie Cake for Dogs Made in North America (Blue - Birthday Cake)**WÜFERS**$19.94**4.4★**▲ 287%**](https://www.amazon.com/dp/B0GQ2DJVZB) [![Muccibi 6pcs mini party hats for stuffed animals birthday party hats (Birthday Decorations for Dolls Dog Cat Rabbit Puppies Assorted Animal)](https://m.media-amazon.com/images/I/31fk1o3ho5L.jpg)**Muccibi 6pcs mini party hats for stuffed animals birthday party hats (Birthday Decorations for Dolls Dog Cat Rabbit Puppies Assorted Animal)**Muccibi**$12.37**4.8★**▲ 188%**](https://www.amazon.com/dp/B0FFYNZLG4) [![ADOGGYGO Dog Birthday Party Supplies Pink Girl Puppy Birthday Bandana Hat Numbers Bow Set for Small Dogs Pets (Small)](https://m.media-amazon.com/images/I/41K3K3UTOJL.jpg)**ADOGGYGO Dog Birthday Party Supplies Pink Girl Puppy Birthday Bandana Hat Numbers Bow Set for Small Dogs Pets (Small)**ADOGGYGO**$12.25**4.6★**▲ 169%**](https://www.amazon.com/dp/B0C49PT35R) [![Fringe Studio Plush Dog Toy IM How Old? Pet Shop Collection (314595)](https://m.media-amazon.com/images/I/31U6oby1VdL.jpg)**Fringe Studio Plush Dog Toy IM How Old? Pet Shop Collection (314595)**Fringe**$14.34**4.6★**▲ 133%**](https://www.amazon.com/dp/B0F77JFQ27)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — +0.1% search growth over the last 90 days.

100K60KSpike '25Spike '26 seasonSepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.8×

## **Reviews**

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

### **What buyers love **

**Pet Friendly**19%

*“Dog approved”*

**Ease Of Use**11%

*“Ease of use”*

**Quality-Overall**10%

*“Awesome quality”*

**Size-Overall**7%

*“the size is true”*

**Fun/Entertainment Experience**7%

*“Great fun”*

**Value For Money**5%

*“GREAT VALUE for the money”*

**Taste-Overall**5%

*“Great taste”*

**Advertised Vs Actual Product**3%

*“As advertised”*

**Smell**3%

*“Smell yummy”*

**Baking**3%

*“Easy to bake”*

### **What buyers complain about **

**Size-Overall**13%

*“Sizes are inaccurate”*

**Hard Feel**12%

*“They are not soft at all”*

**Durability**11%

*“doesn't last”*

**Quality-Overall**6%

*“Bad quality”*

**Value For Money**5%

*“So disappointed at the money I wasted”*

**Smell**5%

*“Extremely toxic odor”*

**Ease Of Use**4%

*“Impossible to open”*

**Advertised Vs Actual Product**3%

*“Picture is misleading”*

**Ease Of Chewing/Swallowing**3%

*“Not chewable”*

**Indigestion**2%

*“It gave my dog very bad diarrhea”*

### **Top return reasons **

**Size-Overall**67%

**Advertised Vs Actual Product**4%

**Quality-Overall**4%

**Value For Money**4%

**Durability**3%

**Color**3%

**Defective Material/Parts**2%

**Material Quality**2%

**Functionality-Overall**2%

**Product Condition**2%