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Dog Fleece

Fail

Demand is soft, at -85.5% this quarter, so Dog Fleece is a Fail.

Flapen Score
38
38 / 100
Ranks 786 of 875 Pet Supplies niches · −12 vs the category median of 50
Market size
£21K/yr343K searches / yr
90-day growth
-85.5%search demand this quarter
Competition
33%top-5 click share · 30 brands · 39 sellers

Flapen Score

Dog Fleece against its category

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

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Dog Fleece market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Dog Fleece 343K times last year and spent an estimated £21K. The top 5 brands take 71% of clicks. Flapen scores it 38 out of 100, a Fail.

01 · Demand

0.4% of searches ended in a purchase last week.

Shoppers searched for this 343K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.4% of those searches ended in a purchase. Searches in the last 90 days moved -85.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £21K a year.

Searches, last 12 months
343K
Growth, 90 days vs prior 90
-85.5%
Conversion, latest week
0.4%
Market size, estimated
£21Ka year
Top search term
dog fleece113K searches a year

02 · Price

A sale here is worth £14.14.

Listings sell for £14.14 on average, from £4.15 to £34.35. Amazon reports units sold in ranges. This niche sold 1K to 1K a year. The average listing sells 0 to 100 of them. At £14.14 that is £0 to £1K a year per listing.

Average price
£14.14under the $15 to $100 sweet spot
Price range
£4.15–£34.35
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
1K–1K
Units per listing a year
0–100
Revenue per listing a year
£0–£1K
Returns
12.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

75% of listings pay for placement with sponsored ads. 89% ship with Prime. On an average day, 14.3% of listings are out of stock. The average listing ranks #214 within Clothing & Accessories. It carries 1,008 reviews at 4.13 stars, so a new listing needs social proof before a better product.

Sponsored listings
75%
Prime listings
89%
Out of stock, average day
14.3%
Average rank
#214in Clothing & Accessories
Average rating
4.13 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,008per listing
Listings tracked
61

04 · Newcomers

Amazon counts 0 of last year's 4 launches as successful.

4 products launched here in the last 12 months. Amazon counts 0 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
4
Successful launches
0Amazon's first-year sales bar
Average brand age
45 months

Products

Top Dog Fleece 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 only 33% of clicks. An open shelf where new products get seen.

£0£640£1K£2K£3K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted

Brands

30 rising

Sellers

39

Top-5 brand share

71%

Top 20: 94%

Top-5 click share

33%

Top 20: 65%

Open market

26%

  • pet wiz25%
  • Jacko & Co20%
  • Hotterdog12%
  • Sahunfri9%
  • BT Bear5%
  • Dotoner3%

Demand

Dog Fleece search demand

Weekly searches over the year, seasonality beneath. Pick a range.

30K20KJanFebMarAprMayJunJul

Peak months: Jan, Feb · busiest ÷ quietest = 46.5× · 7 of 12 months tracked

Search terms

Top Dog Fleece search terms shoppers use

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

  • dog fleece113K/yr
  • equafleece dog coats55K/yr
  • dog fleece jumper39K/yr
  • equafleece dog suit11K/yr
  • equafleece21K/yr
  • dog fleece jacket5K/yr
  • dog fleece with legs27K/yr
  • equafleece for dogs13K/yr
  • dog fleece coat20K/yr
  • fleece dog coat17K/yr

Reviews and returns

What reviews say buyers love and hate about Dog Fleece

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

Complain

Size-Overall57%−0.65

Too small

Not true to size

it was too big

Water Resistance4%+0.36

Not waterproof

This isnt waterproof

Not sure how waterproof they are

Comfort-Overall3%−0.03

Not comfortable, hard to put on. due to its size

uncomfy - little stretch in fabric

Shape/Style3%−0.07

Awful shape

Shape is awful

the shape wasnt at all good

Advertised Vs Actual Product3%−0.03

Nothing like the picture

Love

Size-Overall28%−0.65

Fits well

Id say its true to size

it's very snuggly and fits well

Quality-Overall21%+1.66

It's well made

Looks well made

Excellent quality

Value For Money9%+0.52

worth every penny

Good value for money

Excellent value

Moist/Dry9%+1.17

Good drying coat

Very good for finishing off the drying process

Great for drying quickly

Soft Feel4%

Lovely and soft easy to put on doggy

Soft

its lovely & soft and once on, she is happy to walk & run along as normal

Return

12.8% Return rate 96% Fixable by listing

Size-Overall95%██████

Too small

Not true to size

it was too big

Ease Of Use2%▃█▄▅▁▁

it's very hard to get on

It isn't that easy to put on

it is a bit tricky to get on

Color1%▇██▁▁▁

Looks like the colour will run as its stained the packaging

Material Quality0%█▅▆▁▁▁
Quality-Overall0%▃▄▃▁█▁

It also felt very cheap

Great quality would of been perfect

FAQ

Common Dog Fleece questions

Answered from the same tracked data.