Cat Litter
MaybeBuyers convert on 19.4% of searches. But prices span $2.54–$11.98, mostly outside the sweet spot, so Cat Litter is a Maybe.
- Flapen Score
- 52 / 100Top 38% of 875 Pet Supplies niches · +2 vs the category median of 5052
- Market size
- £6.3M/yr4.3M searches / yr
- 90-day growth
- -12.6%search demand this quarter
- Competition
- 74%top-5 click share · 11 brands · 177 sellers
Flapen Score
Cat Litter against its category
The dotted line is the Pet Supplies average. Past it, Cat Litter is stronger. Inside it, weaker.
Market
The Cat Litter market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Cat Litter 4.3M times last year and spent an estimated £6.3M. The top 5 brands take 82% of clicks. Flapen scores it 52 out of 100, a Maybe.
01 · Demand
19.4% of searches ended in a purchase last week.
Shoppers searched for this 4.3M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 19.4% of those searches ended in a purchase. Searches in the last 90 days moved -12.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £6.3M a year.
- Searches, last 12 months
- 4.3M
- Growth, 90 days vs prior 90
- -12.6%
- Conversion, latest week
- 19.4%
- Market size, estimated
- £6.3Ma year
- Peak month
- November1.2× the quietest month
- Top search term
- cat litter3.2M searches a year
02 · Price
A sale here is worth £7.61.
Listings sell for £7.61 on average, from £2.54 to £11.98. Amazon reports units sold in ranges, and this niche reaches the top one: 800K units or more a year. The average listing sells 50,000 to 60,000 of them. At £7.61 that is £381K to £457K a year per listing.
- Average price
- £7.61under the $15 to $100 sweet spot
- Price range
- £2.54–£11.98
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 800K or moreAmazon's top range
- Units per listing a year
- 50,000–60,000
- Revenue per listing a year
- £381K–£457K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
50% of listings pay for placement with sponsored ads. 79% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #11 within Cats. It carries 7,013 reviews at 4.44 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 50%
- Prime listings
- 79%
- Out of stock, average day
- 0.0%
- Average rank
- #11in Cats
- Average rating
- 4.44 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 7,013per listing
- Listings tracked
- 14
04 · Newcomers
Amazon counts 1 of last year's 1 launches as successful.
1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 45 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 1Amazon's first-year sales bar
- Average brand age
- 45 months
Products
Top Cat Litter products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Catsan Hygiene Plus Cat Litter White 20L
- Price
- £9.93
- Rating
- 4.6/5
- Reviews
- 33,782
- Age
- 10y ago
Catsan Hygiene Non-Clumping Cat Litter 100 Percent Natural Absorbent 10 Litre White
- Price
- £5.61
- Rating
- 4.7/5
- Reviews
- 3,639
- Age
- 10y ago
Sanicat - Classic cat litter with Aloe Vera | 7-day odour control | Fast absorption | product for your pets hygiene | Keep Your Home Clean | 4L capacity
- Price
- £2.54
- Rating
- 4.3/5
- Reviews
- 10,363
- Age
- 5y ago
Felight Non-Clumping Cat Litter (20L Bag) - Antibacterial Silverfresh Technology Prevents Odours for up to 10 Days Made in the UK
- Price
- £8.30
- Rating
- 4.1/5
- Reviews
- 2,271
- Age
- 8y ago
Fresh Paws Premium Wood Pellet Cat Litter 30 L
- Price
- £10.16
- Rating
- 4.5/5
- Reviews
- 7,510
- Age
- 7y ago
Trending
90-day click momentumFelight Non-Clumping Cat Litter (20L Bag) - Antibacterial Silverfresh Technology Prevents Odours for up to 10 Days Made in the UK
- Price
- £8.30
- Rating
- 4.1/5
- Reviews
- 2,271
- Age
- 8y ago
Munnie Cat Litter 30L Biodegradable Dust-Free Unscented Ultra-Absorbent Wood Pellets for Cats & Kittens Natural Cat-Litter for Housetraining Non-Clumping Litter Granules Pet-Safe
- Price
- £9.91
- Rating
- 4.6/5
- Reviews
- 1,601
- Age
- 1y ago
Oscars Cat Litter 30L - Ultra-Absorbent Wood Pellets - Non-Clumping Dust-Free Odour Control Wood Pellets for Cats & Kittens - Biodegradable All-Natural Virgin Softwood
- Price
- £9.71
- Rating
- 4.5/5
- Reviews
- 750
- Age
- 8mo ago
Breeders Choice (Breeder Celect) All-Natural Cat Litter (10L) 99% Recycled Paper Highly Absorbent Kitten Cat Litter/Bedding Excellent Odour Control Non-Clumping Biodegradable & Compostable
- Price
- £4.84
- Rating
- 4.4/5
- Reviews
- 730
- Age
- 16y ago
Sanicat - Clumping Cat Litter with Marseille Soap scent | Made of natural minerals with guaranteed odour control | Absorbs moisture and makes cleaning the tray easier | 10 L capacity
- Price
- £5.39
- Rating
- 4.4/5
- Reviews
- 10,534
- Age
- 12y ago
Newest
by launch dateOscars Cat Litter 30L - Ultra-Absorbent Wood Pellets - Non-Clumping Dust-Free Odour Control Wood Pellets for Cats & Kittens - Biodegradable All-Natural Virgin Softwood
- Price
- £9.71
- Rating
- 4.5/5
- Reviews
- 750
- Age
- 8mo ago
Munnie Cat Litter 30L Biodegradable Dust-Free Unscented Ultra-Absorbent Wood Pellets for Cats & Kittens Natural Cat-Litter for Housetraining Non-Clumping Litter Granules Pet-Safe
- Price
- £9.91
- Rating
- 4.6/5
- Reviews
- 1,601
- Age
- 1y ago
by Amazon Extra White Ultra Clumping Cat Litter 10L
- Price
- £8.77
- Rating
- 4.3/5
- Reviews
- 4,643
- Age
- 1y ago
Fur & Bone 1 x 30L Cat Litter - Ultra Absorbent Biodegradable Wooden Pellets Natural Scent Odour Control Soft Bedding for Comfort Made from Virgin Wood - Unscented
- Price
- £10.28
- Rating
- 4.5/5
- Reviews
- 3,037
- Age
- 2y ago
Sanicat - Classic cat litter with Aloe Vera | 7-day odour control | Fast absorption | product for your pets hygiene | Keep Your Home Clean | 4L capacity
- Price
- £2.54
- Rating
- 4.3/5
- Reviews
- 10,363
- Age
- 5y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 74% of clicks. A locked shelf that new listings rarely crack.
Brands
11 rising
Sellers
177
Top-5 brand share
82%
Top 20: 100%
Top-5 click share
74%
Top 20: 100%
Open market
14%
- Catsan56%
- Sanicat12%
- Felight6%
- Fresh Paws5%
- Munnie4%
- Breeders Choice4%
- Open — no brand owns it (5 brands, 14%)
Demand
Cat Litter search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.2×
Search terms
Top Cat Litter search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- cat litter3.2M/yr
- catsan328K/yr
- litter133K/yr
- catsan 20l172K/yr
- catsan cat litter102K/yr
- kitten litter38K/yr
- catsan clumping cat litter41K/yr
- litter & housetraining for cats38K/yr
- non clumping cat litter26K/yr
- cat san26K/yr
Reviews and returns
What reviews say buyers love and hate about Cat Litter
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Doesnt mask smell at all
Horrible chemical smell
Awful smell
Wish it was a little cheaper
Amazon subscriptions makes it quite cheap however Costco is better value for money
a bit pricey
Cleaning is difficult and messy
which can make a bit of a mess
difficult to clean
Disappointing quality - not recommended
Poor quality, a lot of dust inside
Low quality product
not as absorbent
doesnt absorb well
Doesn't absorb at all
Love
Very affordable
Price is affordable
Fair price
Amazing quality
This litter is top quality
It's good quality cat litter
Absorbs smells
No nasty smell
Smell fresh
My Cat approves
It works great for my cats
Cats love it
Absorbs so much better
It does absorb the smell really well
Absorbs urine well
Return
0.1% Return rate 18% Fixable by listing
contents spilling out everywhere
leaked under tray onto floor
all spilled out
Doesnt mask smell at all
Horrible chemical smell
Awful smell
The granules are too large
Small
Bags are so small
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
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£47K/yr+125.9%
Cat Litter Tray
£4.8M/yr-3.6%
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Cat Litter questions
Answered from the same tracked data.