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Dog Wipes

Fail

The average product has 18,385 reviews to catch up to, so Dog Wipes is a Fail.

Flapen Score
47
47 / 100
Ranks 538 of 875 Pet Supplies niches · −3 vs the category median of 50
Market size
£624K/yr501K searches / yr
90-day growth
-11.7%search demand this quarter
Competition
68%top-5 click share · 12 brands · 66 sellers

Flapen Score

Dog Wipes against its category

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

47Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Dog Wipes market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Dog Wipes 501K times last year and spent an estimated £624K. The top 5 brands take 84% of clicks. Flapen scores it 47 out of 100, a Fail.

01 · Demand

15.1% of searches ended in a purchase last week.

Shoppers searched for this 501K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 15.1% of those searches ended in a purchase. Searches in the last 90 days moved -11.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £624K a year.

Searches, last 12 months
501K
Growth, 90 days vs prior 90
-11.7%
Conversion, latest week
15.1%
Market size, estimated
£624Ka year
Peak month
September1.4× the quietest month
Top search term
dog wipes175K searches a year

02 · Price

A sale here is worth £8.25.

Listings sell for £8.25 on average, from £2.34 to £23.52. Amazon reports units sold in ranges. This niche sold 80K to 100K a year. The average listing sells 4,000 to 5,000 of them. At £8.25 that is £33K to £41K a year per listing.

Average price
£8.25under the $15 to $100 sweet spot
Price range
£2.34–£23.52
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
80K–100K
Units per listing a year
4,000–5,000
Revenue per listing a year
£33K–£41K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

74% of listings pay for placement with sponsored ads. 95% ship with Prime. On an average day, 0.4% of listings are out of stock. The average listing ranks #27 within Grooming. It carries 18,385 reviews at 4.59 stars, so a new listing needs social proof before a better product.

Sponsored listings
74%
Prime listings
95%
Out of stock, average day
0.4%
Average rank
#27in Grooming
Average rating
4.59 starsAmazon United Kingdom average 4.36 stars
Average reviews
18,385per listing
Listings tracked
19

04 · Newcomers

Amazon counts 1 of last year's 2 launches as successful.

2 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 42 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
1Amazon's first-year sales bar
Average brand age
42 months

Products

Top Dog Wipes 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 68% of clicks. Leaders hold, but buyers still shop past them.

£0£62K£125K£187K£250K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

12 falling

Sellers

66

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

68%

Top 20: 100%

Open market

13%

  • Earth Rated55%
  • BUGALUGS13%
  • Beaphar7%
  • Petkin5%
  • Prowipe4%
  • Beco4%
  • Open — no brand owns it (6 brands, 13%)

Demand

Dog Wipes search demand

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

13K8KSpike '24Prime Day '25Spike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Dog Wipes search terms shoppers use

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

  • dog wipes175K/yr
  • pet wipes54K/yr
  • cat wipes41K/yr
  • dog wipes for sensitive skin and allergies23K/yr
  • pet wipes for cats21K/yr
  • pet wipes dog25K/yr
  • puppy wipes18K/yr
  • dog wipes for smelly dogs20K/yr
  • dog cleaning wipes16K/yr
  • earth rated dog wipes15K/yr

Reviews and returns

What reviews say buyers love and hate about Dog Wipes

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

Complain

Value For Money18%−0.03

cheaper here

Think it could priced just a little bit lower

Not worth the Money

Smell16%−0.10

Strong chemical smell - So strong

The smell is too strong

Heavily scented

Moist/Dry10%−0.07

Not very moist

Very wet

Almost dry

Ease Of Cleaning7%+1.77

There is no way these wipes replace a bath

He gets so dirty

Don't bother don't clean anything

Size-Overall6%−0.01

the pack is a bit too big

Big

Not that large

Love

Ease Of Cleaning26%+1.77

Keeps your dog cleand

Good cleansing wipes

Cleans good

Quality-Overall12%+1.13

Good quality wipes

No reactions, so very happy with them

Excellent product

Smell11%−0.10

Lovely lavender smell

Nice scent

Long lasting fresh smell

Ease Of Use8%+0.54

Easy to store and use

Ease of use

Makes life so much easier

Value For Money6%−0.03

Good value for money

Good value for money

Money well spent

Return

0.1% Return rate 23% Fixable by listing

Smell30%▅█▆▇▇▆

Strong chemical smell - So strong

The smell is too strong

Heavily scented

Advertised Vs Actual Product12%▁▆▅▇▁█
Moist/Dry10%▁▇▅█▄▇

Not very moist

Very wet

Almost dry

Value For Money8%▁█▇▃█▄

cheaper here

Think it could priced just a little bit lower

Not worth the Money

Size-Overall8%█▁▄▃▆▃

the pack is a bit too big

Big

Not that large

FAQ

Common Dog Wipes questions

Answered from the same tracked data.