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Bones

Fail

The top 5 brands take 100% of clicks, so Bones is a Fail.

Flapen Score
32
32 / 100
Ranks 849 of 875 Pet Supplies niches · −18 vs the category median of 50
Market size
£74K/yr544K searches / yr
90-day growth
-24.4%search demand this quarter
Competition
85%top-5 click share · 3 brands · 28 sellers

Flapen Score

Bones against its category

The dotted line is the Pet Supplies average. Past it, Bones is stronger. Inside it, weaker.

32Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Bones market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Bones 544K times last year and spent an estimated £74K. All 3 brands take every click. Flapen scores it 32 out of 100, a Fail.

01 · Demand

1.3% of searches ended in a purchase last week.

Shoppers searched for this 544K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.3% of those searches ended in a purchase. Searches in the last 90 days moved -24.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £74K a year.

Searches, last 12 months
544K
Growth, 90 days vs prior 90
-24.4%
Conversion, latest week
1.3%
Market size, estimated
£74Ka year
Top search term
bones302K searches a year

02 · Price

A sale here is worth £10.15.

Listings sell for £10.15 on average, from £1.17 to £34.94. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 250 to 500 of them. At £10.15 that is £3K to £5K a year per listing.

Average price
£10.15under the $15 to $100 sweet spot
Price range
£1.17–£34.94
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
250–500
Revenue per listing a year
£3K–£5K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

67% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 13.4% of listings are out of stock. The average listing ranks #115 within Health Supplies. It carries 1,645 reviews at 4.36 stars, so a new listing needs social proof before a better product.

Sponsored listings
67%
Prime listings
100%
Out of stock, average day
13.4%
Average rank
#115in Health Supplies
Average rating
4.36 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,645per listing
Listings tracked
9

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 65 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
65 months

Products

Top Bones products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 85% of clicks. A locked shelf that new listings rarely crack.

£0£11K£22K£33K£44K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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%

Demand

Bones search demand

Weekly searches over the year. Pick a range.

10K6KApr '26Apr '26May '26May '26May '26Jun '26Jun '26Jul '26Jul '26

Search terms

Top Bones search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • bones302K/yr
  • bone224K/yr
  • rice bones for dog10K/yr
  • rice bones5K/yr
  • whimzees rice bones3K/yr

Reviews and returns

What reviews say buyers love and hate about Bones

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Quality-Overall14%−0.09

Cheap

Bad product

Absolute rubbish

Size-Overall14%−0.03

They are quite large

Smaller than expected

These were small than I expected

Value For Money11%+0.40

not worth the money

So not only a waste of money

Waste of Money

Smell9%−0.06

Didnt smell nice

Doesn't really smell

Allergies7%−0.07

My dog is extremely allergic to Beef

i have one with an intolerance to beef

Love

Pet Friendly40%

Great for dogs

Puppy approval

Dogs approved

Value For Money18%+0.40

Reasonable price

Good price

Great value

Quality-Overall9%−0.09

Good quality bone

quality was good

incredibly high-quality

Durability7%+0.58

- Very durable. he hasnt destroyed it yet

last a few days

Long Lasting

Size-Overall5%−0.03

Good size

and they are a good size for his mouth

Great for any dog size

FAQ

Common Bones questions

Answered from the same tracked data.