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Fly Rug

Pass

Fly Rug scores 67 out of 100, a Pass. Shoppers spend $26K a year here, search demand grew +190.8% this quarter, and returns run at 0.1% of orders.

Flapen Score
67
67 / 100
Top 3% of 875 Pet Supplies niches · +17 vs the category median of 50
Market size
£26K/yr64K searches / yr
90-day growth
+190.8%search demand this quarter
Competition
36%top-5 click share · 15 brands · 22 sellers

Flapen Score

Fly Rug against its category

The dotted line is the Pet Supplies average. Past it, Fly Rug is stronger. Inside it, weaker.

67Pass
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Fly Rug market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Fly Rug 64K times last year and spent an estimated £26K. The top 5 brands take 75% of clicks. Demand peaks in Apr–May–Jun–Jul–Aug. Flapen scores it 67 out of 100, a Pass.

01 · Demand

1.3% of searches ended in a purchase last week.

Shoppers searched for this 64K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.3% of those searches ended in a purchase. Searches in the last 90 days moved +190.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £26K a year.

Searches, last 12 months
64K
Growth, 90 days vs prior 90
+190.8%
Conversion, latest week
1.3%
Market size, estimated
£26Ka year
Peak month
July49.6× the quietest month
Top search term
fly rug17K searches a year

02 · Price

A sale here is worth £31.76.

Listings sell for £31.76 on average, from £20.66 to £74.34. Amazon reports units sold in ranges. This niche sold 500 to 750 a year. The average listing sells 0 to 100 of them. At £31.76 that is £0 to £3K a year per listing.

Average price
£31.76inside the $15 to $100 sweet spot
Price range
£20.66–£74.34
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
500–750
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

80% of listings pay for placement with sponsored ads. 46% ship with Prime. On an average day, 21.1% of listings are out of stock. The average listing ranks #80 within Horses. It carries 72 reviews at 4.11 stars, so a new listing needs social proof before a better product.

Sponsored listings
80%
Prime listings
46%
Out of stock, average day
21.1%
Average rank
#80in Horses
Average rating
4.11 starsAmazon United Kingdom average 4.36 stars
Average reviews
72per listing
Listings tracked
56

04 · Newcomers

Amazon counts 0 of last year's 14 launches as successful.

14 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 57 months on average, so the names here are settling in.

Launched, last 12 months
14
Successful launches
0Amazon's first-year sales bar
Average brand age
57 months

Products

Top Fly Rug 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 36% of clicks. An open shelf where new products get seen.

£0£781£2K£2K£3K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

15 falling

Sellers

22

Top-5 brand share

75%

Top 20: 100%

Top-5 click share

36%

Top 20: 71%

Open market

17%

  • Masta18%
  • Gallopoff18%
  • Asker16%
  • Turner Equestrian12%
  • Horse Masters11%
  • Gallop8%
  • Open — no brand owns it (9 brands, 17%)

Demand

Fly Rug search demand

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

6K4KHoliday '24Spike '25Prime Day '25Spike '26Prime Day '26SepDecMarJunAugNovMarMay

Peak months: Apr, May, Jun, Jul, Aug · busiest ÷ quietest = 49.6×

Search terms

Top Fly Rug search terms shoppers use

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

  • fly rug17K/yr
  • horse fly rug14K/yr
  • fly rugs for horses14K/yr
  • fly rugs for horses 6ft 36K/yr
  • fly rugs for horses 6ft 65K/yr
  • fly sheets for horses4K/yr
  • horse fly rugs3K/yr

Reviews and returns

What reviews say buyers love and hate about Fly Rug

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

Complain

Size-Overall51%−0.38

does not fit

is just a touch short

Too small

Quality-Overall13%−0.14

Not the best

Poor quality

both are of very poor standard

Ease Of Cleaning7%+0.60

Sorry his rug is dirty

Thickness4%−0.08

they do not have thick nets also seem a bit neat on size altogether wish I had sent them back

Durability2%+0.21

this hasnt lasted at all

Only had 10 days and quite a few scuffs and rips already

Love

Size-Overall34%−0.38

The fit is adjustable

Fits perfectly

true to size

Value For Money21%+3.06

this is a fair price

Excellent value

Really good value

Quality-Overall11%−0.14

The rug is made well

High Quality

Good quality, smaller size

Durability5%+0.21

seems very durable

The material feels durable

it's holding up nicely

Breathability5%+0.49

Its breathable and does a great job at keeping flys and insects off

breathable material

The mesh material feels light and breathable

Return

0.1% Return rate 84% Fixable by listing

Size-Overall79%▁▁█▆▇▆

does not fit

is just a touch short

Too small

Thickness5%▁▁▁█▆▁

they do not have thick nets also seem a bit neat on size altogether wish I had sent them back

Quality-Overall4%▁▁▁▁▁█

Not the best

Poor quality

both are of very poor standard

Stitch/Finish/Polish4%▁▁▁▁▆█
Shape/Style3%▁▁▁█▁▁

so it didnt seem to be specific to one horses shape

FAQ

Common Fly Rug questions

Answered from the same tracked data.