---
title: "Fish Dog Treats — £168K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/pet-supplies/fish-dog-treats"
last_updated: "2026-07-31T09:46:13.662Z"
locale: en
meta:
description: "Niche score 58/100 · £168K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 58/100 · £168K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Fish Dog Treats — £168K/yr Amazon UK Niche (2026) - Flapen"
---
# **fish dog treats**
**Worth a look**
Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 35Growth 22Conversion 86Competition 79Returns 100Price range 77Avg price 65Brand share 40Review moat 70Quality gap 47
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****9.7%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****36%**
top-5 click share — an open shelf
**Price range**
**Great****£1.57–£60.14**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Good****719.91**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Good****£13.81**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****81%**
top-5 brand share — brands hold most of the demand
**Market size**
**Okay****£168K**
£168K/yr · 125K searches
**Growth**
**Bad****-6.0%**
90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, fish dog treats is a £168K/yr Amazon United Kingdom market (125K searches/yr). The top 5 brands hold 81% of demand. Demand peaks in Sep. Verdict: Worth a look — 58/100.
Data updated Jul 28, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **fish dog treats market data**
- **Units sold / yr**
- **13K–15K**
- avg 100–250/product
- **Revenue / yr**
- **£173K–£207K**
- units × avg price
- **Conversion rate**
- **9.7%**
- **Avg BSR**
- **#181**
- **Page quality**
- **0%**
- **Prime**
- **98%**
- **Sponsored**
- **89%**
- **Out of stock**
- **4.3%**
- **Avg brand age**
- **63 months**
- **Avg seller age**
- **171 days**
## **Competition & brand share**
Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.
**Brands**
**16 **—flat
**Sellers**
**51**
**Top-5 brand share**
**81%**
Top 20: 100%
**Top-5 click share**
**36%**
Top 20: 76%
**Open market**
**16%**
- Fish4Dogs37% - Hollings19% - SKIPPER'S16% - MALTBYS' STORES 1904 LTD5% - Natures Deli4% - Pooch & Mutt3% - Open — no brand owns it (10 brands, 16%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -6.0% search growth over the last 90 days.
5K4KHoliday '24Spike '25Prime Day '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Sep · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/pet-supplies/fish-dog-treats/trend)
## **Top fish dog treats search terms**
- **fish4dogs**22K/yr+8.1%3.5% conv. - **fish dog treats**20K/yr-6.2%10.7% conv. - **fish for dogs**16K/yr-3.8%5.1% conv. - **fish treats for dogs**14K/yr-21.0%9.6% conv. - **dog fish treats**14K/yr-12.6%10.0% conv. - **dried fish for dogs**8K/yr-3.9%8.8% conv. - **dog treats fish**6K/yr-2.9%14.0% conv. - **fish treats for dogs uk**5K/yr-3.0%9.5% conv. - **fish 4 dogs food**4K/yr-14.9%6.3% conv. - **fish 4 dogs**4K/yr+10.7%3.3% conv. [**All search terms **](https://flapen.com/research/uk/pet-supplies/fish-dog-treats/search-terms)
## **Top fish dog treats 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.
0%3%£5K6%£10K9%£15K12%£20K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Hollings Sprats 100g**Hollings**£2.69**4.6★5,725 rev](https://www.amazon.co.uk/dp/B01BNKHHTC) [2**Fish4Dogs Finest Salmon and Potato Dog Food | Natural Hypoallergenic Dog Food | Great for Healthy Skin and Coat | Rich in Omega 3 6 and 9 (Small Kibble - 6kg)**Fish4Dogs**£34.48**4.6★105 rev](https://www.amazon.co.uk/dp/B084VSF2F9) [3**Fish4Dogs Sea Jerky Squares | Low Calorie Hypoallergenic Dog Treat | Baked Fish Chew for Dogs | Natural Dental | Fish Skin for Dogs (575g)**Fish4Dogs**£14.93**4.6★250 rev](https://www.amazon.co.uk/dp/B01EYOSHWA) [4**SKIPPERS Dog & Puppy Training Treats 500g Grain Free Omega 3 Rich**SKIPPER'S**£8.65**4.6★1,289 rev](https://www.amazon.co.uk/dp/B0819Z2545) [5**Fish4Dogs Finest White Fish and Potato Dog Food | Natural Hypoallergenic Dog Food | Great for Dogs With Allergies | Rich in Omega 3 6 and 9 (Small Kibble - 6kg)**Fish4Dogs**£35.51**4.5★46 rev](https://www.amazon.co.uk/dp/B08C4MDFKZ)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Natures Deli Ocean White Fish Strips Dog Treats 100 g (1-Pack)**Natures Deli**£3.55**17 rev1y ago](https://www.amazon.co.uk/dp/B0DP53CBRX) [**Pets Purest Fish Skin Dog Treats - Air-Dried Fish Skins for Dogs. For Teeth Joints Skin & Coat Health. 100% Natural Treats with Benefits 200g**Pets Purest**£10.64**216 rev2y ago](https://www.amazon.co.uk/dp/B0CM9KLDKH) [**SKIPPERS Fish Skin Jerky Cubes Small (22.5cm) 70g Grain Free Dog Treats Air-Dried**SKIPPER'S**£4.86**1,633 rev3y ago](https://www.amazon.co.uk/dp/B0BRD431HN) [**Scrumbles Softies Salmon Treats 90g package may vary**Scrumbles**£1.57**714 rev4y ago](https://www.amazon.co.uk/dp/B0B4F4SQX3) [**Hollings Sprats Dog Treats Tub 100% Natural with Fresh Fish Air Dried Treats for Dogs Hypoallergenic and Grain Free 500g**Hollings**£12.21**5,725 rev5y ago](https://www.amazon.co.uk/dp/B099NR1FZJ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Natures Deli Ocean White Fish Strips Dog Treats 100 g (1-Pack)**Natures Deli**£3.55**4.6★**▲ 165%**](https://www.amazon.co.uk/dp/B0DP53CBRX) [**Hollings Salmon Bites Dog Treats 100% Natural with Fresh Fish Air Dried Treats for Dogs Hypoallergenic and Grain Free 75g**Hollings**£3.07**4.5★**▲ 120%**](https://www.amazon.co.uk/dp/B074P6J7VY) [**SKIPPERS Fish Skin Twist Dog Chews Short 200g Grain Free Dental Sticks**SKIPPER'S**£9.95**4.6★**▲ 108%**](https://www.amazon.co.uk/dp/B01N65C973) [**Fish4Dogs Finest Salmon and Potato Dog Food | Natural Hypoallergenic Dog Food | Great for Healthy Skin and Coat | Rich in Omega 3 6 and 9 (Large Kibble - 6kg)**Fish4Dogs**£35.96**4.8★**▲ 63%**](https://www.amazon.co.uk/dp/B084VT6DCN) [**Fish4Dogs Finest White Fish and Potato Puppy Food | Natural Hypoallergenic Puppy Food | Great for Sensitive Puppies | Rich in Omega 3 6 and 9 (Small Kibble - 6kg)**Fish4Dogs**£34.53**4.5★**▲ 63%**](https://www.amazon.co.uk/dp/B08C4ZTP5P)
**~~View all trending →~~**
## **What buyers say about fish dog treats**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Pet Friendly**38%
*“Pup approved”*
**Value For Money**11%
*“Excellent value”*
**Quality-Overall**9%
*“Good quality and good sized sprats for my small dog”*
**Taste-Overall**9%
*“Great dog snack”*
**Size-Overall**7%
*“Great size”*
**Ease Of Chewing/Swallowing**3%
*“Recommend these dogs chews”*
**Smell**2%
*“They dont smell of fish. which is good from my point of view”*
**Advertised Vs Actual Product**2%
*“as advertised”*
**Ease Of Cleaning**2%
*“keep teeth clean”*
**Durability**1%
*“States its long lasting”*
### **What buyers complain about **
**Smell**26%
*“Awful chemical smell”*
**Size-Overall**13%
*“These cubes are small”*
**Durability**6%
*“Dont last long”*
**Value For Money**4%
*“They aren't the cheapest”*
**Ease Of Chewing/Swallowing**4%
*“So so horrible - worst of any dog chew weve tried”*
**Indigestion**4%
*“Can cause diarrhoea”*
**Stale/Rotten/Spoiled**3%
*“Wonder if it is fresh”*
**Texture/Consistency-Overall**2%
*“Mouldy”*
**Hard Feel**2%
*“Not soft”*
**Allergies**2%
*“My dog is allergic to poultry so were unable to use them”*
## **Common questions**
- **Is fish dog treats profitable to sell on Amazon United Kingdom?**
- The niche generates £168K/yr across 45 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -6.0%. Flapen's verdict: Worth a look (58/100).
- **How competitive is the fish dog treats niche?**
- 16 brands and 51 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 81% of demand.
- **What do buyers complain about in fish dog treats?**
- Top complaints mined from reviews: Smell, Size-Overall, Durability. The return rate is 0.0%.
- **When does demand for fish dog treats peak?**
- Demand peaks in Sep; the busiest month runs 1.7× the quietest.
- **What does it cost to enter the fish dog treats niche?**
- Listings span £1.57–£60.14; the average listing price is £13.81 (sweet spot $15–$100). The average incumbent carries 720 reviews — the moat a new listing must climb.
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