Bones
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Good£1.17–£34.94cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay1,645.22avg incumbent reviews — the moat a new listing must climb
Avg price
Okay£10.15avg listing price — sweet spot $15–$100
Market size
Bad£74K£74K/yr · 544K searches
Conversion
Bad1.3%search→purchase rate — share of searches ending in a sale
Growth
Bad-24.4%90-day search growth — must beat 0% to launch
Competition
Bad85%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Is bones profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, bones is a £74K/yr Amazon United Kingdom market (544K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 32/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
bones market size & sales
Units sold, revenue, conversion and listing quality across the tracked shelf.- Units sold / yr
- 6K–8K
- avg 250–500/product
- Revenue / yr
- £61K–£81K
- units × avg price
- Conversion rate
- 1.3%
- Avg BSR
- #115
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 67%
- Out of stock
- 13.4%
- Avg brand age
- 65 months
- Avg seller age
- 182 days
Competition: brands, sellers & click share
The top 5 products capture 85% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 falling
Sellers
28
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
85%
Top 20: 100%
Open market
0%
- WHIMZEES74%
- Hollings20%
- The Regal Mutt6%
bones demand & seasonality
Weekly Amazon search volume, last 17 weeks — -24.4% search growth over the last 90 days.Top bones search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.- bones302K/yr
- bone224K/yr
- rice bones for dog10K/yr
- rice bones5K/yr
- whimzees rice bones3K/yr
Top bones products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 9 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
WHIMZEES Rice Bone M/L 9 Pieces Dog Dental Stix Size M/L Dog Dental Sticks for Medium and Large Breeds Natural and Grain Free Rawhide-Free Vegetarian No Added Sugar
WHIMZEES£6.024.6★4,971 rev
WHIMZEES Rice Bone M/L 20 Pieces Dog Dental Stix Size M/L Dog Dental Sticks for Medium and Large Breeds Natural and Grain Free Rawhide-Free Vegetarian No Added Sugar
WHIMZEES£13.374.6★4,971 rev
WHIMZEES Natural Dental Dog Treats Rice Bone 1 x 50
WHIMZEES£34.944.8★499 rev
Hollings Filled Bone Chkn 190g
Hollings£1.614.2★576 rev
Hollings Filled Bone with Venison Dog Chew Delicious Air Dried Long Lasting Bone for Adult Dogs Made with 100% Natural Ingredients (1 Count)
Hollings£1.444.3★1,175 rev
Newest
by launch dateWHIMZEES Rice Bone M/L 20 Pieces Dog Dental Stix Size M/L Dog Dental Sticks for Medium and Large Breeds Natural and Grain Free Rawhide-Free Vegetarian No Added Sugar
WHIMZEES£13.374,971 rev
The Regal Mutt - Rice Bones for Dogs - Bag of 20
The Regal Mutt£16.42180 rev
The Regal Mutt - Rice Bones for Dogs - Bag of 15
The Regal Mutt£13.6237 rev
WHIMZEES Rice Bone M/L 9 Pieces Dog Dental Stix Size M/L Dog Dental Sticks for Medium and Large Breeds Natural and Grain Free Rawhide-Free Vegetarian No Added Sugar
WHIMZEES£6.024,971 rev
WHIMZEES Natural Dental Dog Treats Rice Bone 1 x 50
WHIMZEES£34.94499 rev
Trending
90-day click momentumHollings Filled Bone Chkn 190g
Hollings£1.614.2★
Hollings Mini Roast Bone For Adult Dogs 100% Natural & Healthy Air Dried Long Lasting Dog Bone Grain Free & No Rawhide (1 Count)
Hollings£1.174.0★
WHIMZEES Rice Bone M/L 9 Pieces Dog Dental Stix Size M/L Dog Dental Sticks for Medium and Large Breeds Natural and Grain Free Rawhide-Free Vegetarian No Added Sugar
WHIMZEES£6.024.6★
The Regal Mutt - Rice Bones for Dogs - Bag of 15
The Regal Mutt£13.623.9★
Hollings Filled Smoked Shank Bone Dog Chew Delicious Air Dried Long Lasting Bone for Adult Dogs Made with 100% Natural Ingredients (1 Count)
Hollings£2.754.3★
What reviews say buyers love and hate about bones
What buyers praise and complain about, mined from review topics.What buyers love
“Great for dogs”
“Reasonable price”
“Good quality bone”
“- Very durable. he hasnt destroyed it yet”
“Good size”
“My dogs smell them through the wraps”
“Very chewable, he loved the taste and quality was good”
“Overall, excellent value for a tasty, long-lasting chew that my dog genuinely enjoys”
“It meet my expectations”
“Dog loves these keeps her busy good to workout best way hold eat good teeth”
What buyers complain about
“Cheap”
“They are quite large”
“not worth the money”
“Didnt smell nice”
“My dog is extremely allergic to Beef”
“Time consuming for dogs”
“Beware - thin bones splintered in minutes”
“was very sharp fragments which my dog choked on poor product”
“Upset my dogs tummies terribly”
“now they don't last long at all”
Common bones questions
- Is bones profitable to sell on Amazon United Kingdom?
- The niche generates £74K/yr across 9 tracked products. 90-day search growth is -24.4%. Flapen's verdict: Skip it (32/100).
- How competitive is the bones niche?
- 3 brands and 28 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in bones?
- Top complaints mined from reviews: Quality-Overall, Size-Overall, Value For Money. The return rate is 0.0%.
- What does it cost to enter the bones niche?
- Listings span £1.17–£34.94; the average listing price is £10.15 (sweet spot $15–$100). The average incumbent carries 1,645 reviews — the moat a new listing must climb.
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