Bones
FailThe top 5 brands take 100% of clicks, so Bones is a Fail.
- Flapen Score
- 32 / 100Ranks 849 of 875 Pet Supplies niches · −18 vs the category median of 5032
- 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.
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
An estimated 1.3% of those searches ended in a purchase.
Shoppers searched for this 544K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 28, 2026. The live listing can differ.
Top sellers
by estimated 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
- Price
- £6.02
- Rating
- 4.6/5
- Reviews
- 4,971
- Age
- 10y ago

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
- Price
- £13.37
- Rating
- 4.6/5
- Reviews
- 4,971
- Age
- 5y ago

WHIMZEES Natural Dental Dog Treats Rice Bone 1 x 50
- Price
- £34.94
- Rating
- 4.8/5
- Reviews
- 499
- Age
- 11y ago

Hollings Filled Bone Chkn 190g
- Price
- £1.61
- Rating
- 4.2/5
- Reviews
- 576
- Age
- 14y ago

Hollings Filled Bone with Venison Dog Chew Delicious Air Dried Long Lasting Bone for Adult Dogs Made with 100% Natural Ingredients (1 Count)
- Price
- £1.44
- Rating
- 4.3/5
- Reviews
- 1,175
- Age
- 14y ago
Trending
estimated 90-day click momentum
Hollings Filled Bone Chkn 190g
- Price
- £1.61
- Rating
- 4.2/5
- Reviews
- 576
- Age
- 14y ago

Hollings Mini Roast Bone For Adult Dogs 100% Natural & Healthy Air Dried Long Lasting Dog Bone Grain Free & No Rawhide (1 Count)
- Price
- £1.17
- Rating
- 4.0/5
- Reviews
- 1,018
- Age
- 14y ago

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
- Price
- £6.02
- Rating
- 4.6/5
- Reviews
- 4,971
- Age
- 10y ago

The Regal Mutt - Rice Bones for Dogs - Bag of 15
- Price
- £13.62
- Rating
- 3.9/5
- Reviews
- 37
- Age
- 6y ago

Hollings Filled Smoked Shank Bone Dog Chew Delicious Air Dried Long Lasting Bone for Adult Dogs Made with 100% Natural Ingredients (1 Count)
- Price
- £2.75
- Rating
- 4.3/5
- Reviews
- 1,380
- Age
- 12y ago
Newest
by launch date
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
- Price
- £13.37
- Rating
- 4.6/5
- Reviews
- 4,971
- Age
- 5y ago

The Regal Mutt - Rice Bones for Dogs - Bag of 20
- Price
- £16.42
- Rating
- 4.5/5
- Reviews
- 180
- Age
- 6y ago

The Regal Mutt - Rice Bones for Dogs - Bag of 15
- Price
- £13.62
- Rating
- 3.9/5
- Reviews
- 37
- Age
- 6y ago

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
- Price
- £6.02
- Rating
- 4.6/5
- Reviews
- 4,971
- Age
- 10y ago

WHIMZEES Natural Dental Dog Treats Rice Bone 1 x 50
- Price
- £34.94
- Rating
- 4.8/5
- Reviews
- 499
- Age
- 11y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 85% of clicks. A locked shelf that new listings rarely crack.
Brands
3 falling
Sellers
28
Est. top-5 brand share
100%
Top 20: 100%
Est. 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.
Search terms
Top Bones search terms shoppers use
The exact words shoppers type, with estimated 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
We read the reviews and the return reasons for every product selling here.
“Cheap”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
15 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Bones questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









