Is cat calming profitable to sell on Amazon United Kingdom?

The niche generates £182K/yr across 31 tracked products. 3 of 8 products launched in the last 360 days are still selling. 90-day search growth is -10.8%. Flapen's verdict: Worth a look (57/100).

How competitive is the cat calming niche?

17 brands and 77 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 77% of demand.

What do buyers complain about in cat calming?

Top complaints mined from reviews: Functionality-Overall, Smell, Value For Money. The return rate is 0.1%.

When does demand for cat calming peak?

Demand peaks in Aug–Sep–Nov; the busiest month runs 5.7× the quietest.

What does it cost to enter the cat calming niche?

Listings span £1.18–£26.80; the average listing price is £13.11 (sweet spot $15–$100). The average incumbent carries 3,195 reviews — the moat a new listing must climb.

cat calming

Worth a look

Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Quality gap

Great4.1★

avg incumbent rating — lower means beatable quality

Conversion

Great8.8%

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

Competition

Good43%

top-5 click share — leaders hold, buyers still browse

Avg price

Good£13.11

avg listing price — sweet spot $15–$100

Brand share

Okay77%

top-5 brand share — brands hold most of the demand

Price range

Okay£1.18–£26.80

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

Market size

Okay£182K

£182K/yr · 158K searches

Review moat

Okay3,194.81

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-10.8%

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

According to Flapen's Amazon United Kingdom niche tracking, cat calming is a £182K/yr Amazon United Kingdom market (158K searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Aug–Sep–Nov. Verdict: Worth a look — 57/100.

Data updated Jul 28, 2026 · scored weekly · How we score niches

cat calming market data

Units sold / yr: 13K–15K; avg 250–500/product
Revenue / yr: £164K–£197K; units × avg price
Conversion rate: 8.8%
Avg BSR: #34
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 5.1%
Avg brand age: 48 months
Avg seller age: 174 days

Competition & brand share

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

Brands

17 falling

Sellers

Top-5 brand share

77%

Top 20: 100%

Top-5 click share

43%

Top 20: 87%

Open market

19%

Zylkene38%
Feliway18%
Beaphar9%
Scrumbles8%
YuMOVE4%
TeddyDo4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -10.8% search growth over the last 90 days.

Peak months: Aug, Sep, Nov · busiest ÷ quietest = 5.7×

Open Trend

Top cat calming search terms

cat calming47K/yr -12.4%7.3% conv.
zylkene for dogs35K/yr -8.9%10.3% conv.
zylkene14K/yr +7.4%8.3% conv.
cat anxiety relief9K/yr -6.2%7.1% conv.
cat calm12K/yr -17.7%7.8% conv.
cat stress relief7K/yr -20.8%6.5% conv.
cat calmer5K/yr -21.5%8.2% conv.
calming cat5K/yr -10.4%8.8% conv.
relaxants & anxiety relief for cats4K/yr +7.8%4.2% conv.
cat anxiety3K/yr +9.5%5.1% conv.

All search terms

Top cat calming 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Zylkene Calming Supplements for Cats & Dogs up to 10kg 75mg | Promotes Relaxation | Helps Pets cope with Short-Term challenging situations: Loud Noises | Easily Administered | 20 Capsules

Zylkene£10.134.1★3,138 rev

Zylkene Calming Supplements for Medium Dogs (10 to 30kg) 225mg | Promotes Relaxation | Helps Pets cope with short-term challenging situations: Loud Noises | Easily administered | 20 capsules

Zylkene£18.054.0★891 rev

Scrumbles Calming Krunchies Cat Treats

Scrumbles£1.184.6★720 rev

Happy Snack by FELIWAY Delicious Calming Creamy Cat Treats 6 snack sticks - Helps cats feel calmer and promotes bonding

Feliway£4.324.5★3,175 rev

FELIWAY Classic 30 Day Cat Calming Plug In Pheromone Diffuser Starter Kit 48ml - Helps Solve Common Signs of Stress in Cats & Kittens Veterinary Recommended Clinically Proven

Feliway£16.984.2★38,574 rev

Newest

by launch date

ColEaze Cat Calming Chews 220cct

ColEaze£15.999 rev

today

TopSum Cat Calming Plug-in: Premium Cat Pheromone Diffuser - Cat Plug In Calmer - Pet Calming Plug In - Promotes Relaxation & Well-Being (3 Pack New)

TopSum£14.44345 rev

3mo ago

WOTOBVZ Cat Calming Plug-in 6-in-1 Cat Calming Diffuser Pheromone Relaxants & Anxiety Relief Equipped with 2 Diffusers + 4 Refills (48ml) 120 Day Long Lasting Refill.

WOTOBVZ£22.698 rev

5mo ago

Cat Calming Spray 60ml Drug-Free Cat Calming Pheromones Spray Anxiety Relief and Reduces Stress During Travel Relieve Anxiety and Soothe Multi-Cat 100% Safe & Effective Formula for Cats (2 Pcs)

WOTOBVZ£16.6846 rev

5mo ago

Cat Calming Collar (Pack of 4) Pheromone Infused Behaviour Support - Clinically Proven Anti-Stress & Anxiety Relief for Cats - Waterproof Adjustable Long-Lasting Comfort (Purple)

V3OHUB£10.5073 rev

1y ago

What buyers say about cat calming

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

What buyers love

Pet Friendly22%

“My cat seems happy”

Soothing/Teething20%

“it kept them completely calm”

Value For Money9%

“Reasonable price”

Quality-Overall9%

“Excellent product”

Smell7%

“Nice smell”

Ease Of Use6%

“Easy to use”

Taste-Overall4%

“He, and both cats, love this paste”

Advertised Vs Actual Product3%

“Does what it says”

Ingredients-Overall2%

“it does seem to be a good brand with good quality products that do include effective ingredients”

Flavor1%

“she enjoys the taste”

What buyers complain about

Functionality-Overall25%

“Didn't work for my cat”

Smell22%

“Burning Smell”

Value For Money14%

“Overpriced”

Heating7%

“seems to cause overheating”

Quality-Overall2%

“Not the best product made by beaphar”

Indigestion2%

“Diarrhoea”

Durability2%

“Broken”

Advertised Vs Actual Product2%

“missing information”

Leak-Proof1%

“as the liquid is oily I was worried it might leak”

Material Quality1%

“this one is a cheap plastic”

Top return reasons

Functionality-Overall39%

Smell30%

Defective Material/Parts7%

Leak-Proof5%

Advertised Vs Actual Product3%

Product Condition2%