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Dog Vitamins and Supplements

Maybe

Returns run at only 0.2% of orders. But demand is soft, at -22.3% this quarter, so Dog Vitamins and Supplements is a Maybe.

Flapen Score
55
55 / 100
Top 28% of 875 Pet Supplies niches · +5 vs the category median of 50
Market size
£132K/yr131K searches / yr
90-day growth
-22.3%search demand this quarter
Competition
50%top-5 click share · 23 brands · 34 sellers

Flapen Score

Dog Vitamins and Supplements against its category

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

55Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Dog Vitamins and Supplements market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Dog Vitamins and Supplements 131K times last year and spent an estimated £132K. The top 5 brands take 52% of clicks. Flapen scores it 55 out of 100, a Maybe.

01 · Demand

7.5% of searches ended in a purchase last week.

Shoppers searched for this 131K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.5% of those searches ended in a purchase. Searches in the last 90 days moved -22.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £132K a year.

Searches, last 12 months
131K
Growth, 90 days vs prior 90
-22.3%
Conversion, latest week
7.5%
Market size, estimated
£132Ka year
Peak month
February1.3× the quietest month
Top search term
dog vitamins32K searches a year

02 · Price

A sale here is worth £13.33.

Listings sell for £13.33 on average, from £4.53 to £26.51. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £13.33 that is £3K to £7K a year per listing.

Average price
£13.33under the $15 to $100 sweet spot
Price range
£4.53–£26.51
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
250–500
Revenue per listing a year
£3K–£7K
Returns
0.2%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

96% of listings pay for placement with sponsored ads. 96% ship with Prime. On an average day, 10.3% of listings are out of stock. The average listing ranks #39 within Health Supplies. It carries 1,772 reviews at 4.43 stars, so a new listing needs social proof before a better product.

Sponsored listings
96%
Prime listings
96%
Out of stock, average day
10.3%
Average rank
#39in Health Supplies
Average rating
4.43 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,772per listing
Listings tracked
24

04 · Newcomers

Amazon counts 1 of last year's 5 launches as successful.

5 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 48 months on average, so the names here are settling in.

Launched, last 12 months
5
Successful launches
1Amazon's first-year sales bar
Average brand age
48 months

Products

Top Dog Vitamins and Supplements 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 50% of clicks. Leaders hold, but buyers still shop past them.

£0£5K£11K£16K£21K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

23 falling

Sellers

34

Top-5 brand share

52%

Top 20: 98%

Top-5 click share

50%

Top 20: 97%

Open market

40%

  • Zipvit14%
  • ZENO10%
  • Zesty Paws10%
  • ZIXAOK9%
  • OKKÖBI9%
  • BUGALUGS8%

Demand

Dog Vitamins and Supplements search demand

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

3K2KSpike '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Dog Vitamins and Supplements search terms shoppers use

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

  • dog vitamins32K/yr
  • dog vitamins and supplements22K/yr
  • dog multivitamin14K/yr
  • vitamins for dogs12K/yr
  • iron paws multi vitamin for dogs13K/yr
  • supplements & vitamins for dogs13K/yr
  • dog vitamins for older dogs7K/yr
  • multivitamins for dogs5K/yr
  • dog multivitamins and minerals5K/yr
  • multivitamin for dogs5K/yr

Reviews and returns

What reviews say buyers love and hate about Dog Vitamins and Supplements

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

Complain

Smell26%−0.15

They smell very strong

Disgusting smell

Smell like milk

Functionality-Overall11%−0.07

last few times the glass bulb pipet didn't work

Dont work

Im not sure these work to be honest been using now for 6 months

Indigestion7%−0.08

My dog was sick the very next day

My dog was sick after one

Advertised Vs Actual Product7%−0.08

I think it is rather misleading not to mention anywhere in the item listing that these dog vitamins need to be refrigerated

have not been completely clear about what is in them at the beginning of the information they supply

Durability4%−0.04

Lasted me just over a week for my two big dogs

Love

Pet Friendly25%

Good for the dog

Dogs are happy

Dog love it

Value For Money15%+0.31

Excellent value

the pricing seems fair

Good price

Quality-Overall10%+0.58

The quality of the instructions is great

Great product, excellent seller

Great quality

Ease Of Chewing/Swallowing9%−0.01

The chews are easy to give

easy to swallow

They are quite soft little chews

Taste-Overall9%+0.56

The dogs like the taste

My pom don't mind the taste

They love the taste

Return

0.2% Return rate 16% Fixable by listing

Leak-Proof20%▁▁▁█▁▅
Functionality-Overall13%▁█▇▆▁▁

last few times the glass bulb pipet didn't work

Dont work

Im not sure these work to be honest been using now for 6 months

Defective Material/Parts9%▁█▁▁▁▆
Value For Money7%▁█▁▁▁▅
Advertised Vs Actual Product7%▁▁█▁▁▅

I think it is rather misleading not to mention anywhere in the item listing that these dog vitamins need to be refrigerated

have not been completely clear about what is in them at the beginning of the information they supply

FAQ

Common Dog Vitamins and Supplements questions

Answered from the same tracked data.