---
title: "Bones — £74K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/pet-supplies/bones"
last_updated: "2026-07-31T07:58:38.719Z"
locale: en
meta:
description: "Niche score 32/100 · £74K/yr market · 544K searches/yr · £10.15 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 32/100 · £74K/yr market · 544K searches/yr · £10.15 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Bones — £74K/yr Amazon UK Niche (2026) - Flapen"
---
# **bones**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 18Growth 13Conversion 17Competition 12Returns 100Price range 59Avg price 35Brand share 0Review moat 49Quality gap 65
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Price range**
**Good****£1.17–£34.94**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Okay****1,645.22**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Okay****£10.15**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****£74K**
£74K/yr · 544K searches
**Conversion**
**Bad****1.3%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-24.4%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****85%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
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 ~~](https://flapen.com/research/methodology)
## **bones market data**
- **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 & brand 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%
## **Demand**
Weekly Amazon search volume, last 17 weeks — -24.4% search growth over the last 90 days.
10K6KApr '26Apr '26May '26May '26May '26Jun '26Jun '26Jul '26Jul '26
[**Open Trend **](https://flapen.com/research/uk/pet-supplies/bones/trend)
## **Top bones search terms**
- **bones**302K/yr-12.6%0.1% conv. - **bone**224K/yr-36.2%0.1% conv. - **rice bones for dog**10K/yr-6.9%14.1% conv. - **rice bones**5K/yr+2.3%14.2% conv. - **whimzees rice bones**3K/yr-6.7%15.6% conv. [**All search terms **](https://flapen.com/research/uk/pet-supplies/bones/search-terms)
## **Top bones 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%15%£11K30%£22K45%£33K60%£44K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 9 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£6.02**4.6★4,971 rev](https://www.amazon.co.uk/dp/B01J5Q6ZBW) [2**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**£13.37**4.6★4,971 rev](https://www.amazon.co.uk/dp/B08HYPHCH2) [3**WHIMZEES Natural Dental Dog Treats Rice Bone 1 x 50**WHIMZEES**£34.94**4.8★499 rev](https://www.amazon.co.uk/dp/B00VYR2NA8) [4**Hollings Filled Bone Chkn 190g**Hollings**£1.61**4.2★576 rev](https://www.amazon.co.uk/dp/B006ZN0RWW) [5**Hollings Filled Bone with Venison Dog Chew Delicious Air Dried Long Lasting Bone for Adult Dogs Made with 100% Natural Ingredients (1 Count)**Hollings**£1.44**4.3★1,175 rev](https://www.amazon.co.uk/dp/B008R5LEXM)
**~~View all top sellers →~~**
### **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**WHIMZEES**£13.37**4,971 rev5y ago](https://www.amazon.co.uk/dp/B08HYPHCH2) [**The Regal Mutt - Rice Bones for Dogs - Bag of 20**The Regal Mutt**£16.42**180 rev6y ago](https://www.amazon.co.uk/dp/B087MCJ287) [**The Regal Mutt - Rice Bones for Dogs - Bag of 15**The Regal Mutt**£13.62**37 rev6y ago](https://www.amazon.co.uk/dp/B087MC64VD) [**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**£6.02**4,971 rev10y ago](https://www.amazon.co.uk/dp/B01J5Q6ZBW) [**WHIMZEES Natural Dental Dog Treats Rice Bone 1 x 50**WHIMZEES**£34.94**499 rev11y ago](https://www.amazon.co.uk/dp/B00VYR2NA8)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Hollings Filled Bone Chkn 190g**Hollings**£1.61**4.2★**▲ 94%**](https://www.amazon.co.uk/dp/B006ZN0RWW) [**Hollings Mini Roast Bone For Adult Dogs 100% Natural & Healthy Air Dried Long Lasting Dog Bone Grain Free & No Rawhide (1 Count)**Hollings**£1.17**4.0★**▲ 80%**](https://www.amazon.co.uk/dp/B00NABKSSA) [**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**£6.02**4.6★**▲ 21%**](https://www.amazon.co.uk/dp/B01J5Q6ZBW) [**The Regal Mutt - Rice Bones for Dogs - Bag of 15**The Regal Mutt**£13.62**3.9★**▲ 17%**](https://www.amazon.co.uk/dp/B087MC64VD) [**Hollings Filled Smoked Shank Bone Dog Chew Delicious Air Dried Long Lasting Bone for Adult Dogs Made with 100% Natural Ingredients (1 Count)**Hollings**£2.75**4.3★**▲ 17%**](https://www.amazon.co.uk/dp/B00M49LG4Y)
**~~View all trending →~~**
## **What buyers say about bones**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Pet Friendly**40%
*“Great for dogs”*
**Value For Money**18%
*“Reasonable price”*
**Quality-Overall**9%
*“Good quality bone”*
**Durability**7%
*“- Very durable. he hasnt destroyed it yet”*
**Size-Overall**5%
*“Good size”*
**Smell**4%
*“My dogs smell them through the wraps”*
**Ease Of Chewing/Swallowing**3%
*“Very chewable, he loved the taste and quality was good”*
**Taste-Overall**3%
*“Overall, excellent value for a tasty, long-lasting chew that my dog genuinely enjoys”*
**Advertised Vs Actual Product**2%
*“It meet my expectations”*
**Soothing/Teething**2%
*“Dog loves these keeps her busy good to workout best way hold eat good teeth”*
### **What buyers complain about **
**Quality-Overall**14%
*“Cheap”*
**Size-Overall**14%
*“They are quite large”*
**Value For Money**11%
*“not worth the money”*
**Smell**9%
*“Didnt smell nice”*
**Allergies**7%
*“My dog is extremely allergic to Beef”*
**Time Taken**5%
*“Time consuming for dogs”*
**Stuck/Fused Together**5%
*“Beware - thin bones splintered in minutes”*
**Sharpness**5%
*“was very sharp fragments which my dog choked on poor product”*
**Indigestion**5%
*“Upset my dogs tummies terribly”*
**Durability**5%
*“now they don't last long at all”*
## **Common 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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