How competitive is the Hay niche on Amazon United Kingdom?

6 brands and 49 sellers compete in Hay on Amazon United Kingdom. The top 5 Hay products take 84% of clicks and its top 5 brands hold 97% of demand.

What do buyers complain about in Hay?

Hay buyers on Amazon United Kingdom complain most about Quality-Overall, Value For Money, Size-Overall, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Hay niche?

Hay sells for £10.99 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £2.40–£25.15. The average incumbent carries 1,466 reviews — the moat a new listing must climb.

Hay

Hay shows low returns (0.0%), but brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Hay profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Hay is a £1.1M/yr Amazon United Kingdom market (804K searches/yr). The top 5 brands hold 97% of demand. Verdict: Worth a look — 50/100.

Hay: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -11.8% over the last 90 days and 12.8% of searches end in a purchase.

£1.1M

revenue / yr

Units sold / yr125K

Search volume / yr-11.8%804K

Conversion rate12.8%

Avg price£10.99

Who owns the niche?

The top 5 brands hold 97% of demand, so 3% of the market is open.

open market share

Brands · sellers6 · 49

Top-5 product click share84%

Open market3%

Avg brand age57 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 9 products

Top Hay products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Extra Select Premium Meadow Hay for Small Animals - UK Sourced ideal Rabbit Food Hay for Guinea Pigs Hedgehogs etc - 1kg

Price: £2.40
Rating: 4.4/5
Reviews: 719
Age: 2y ago

Oxbow Animal Health Western Timothy Hay- 425g

Price: £7.17
Rating: 4.3/5
Reviews: 388
Age: 10y ago

Burgess Excel Feeding Hay with Dandelion and Marigold 1kg

Price: £6.21
Rating: 4.6/5
Reviews: 6,234
Age: 8y ago

Supreme Science Selective Timothy Hay 1.5kg Brown

Price: £9.13
Rating: 4.4/5
Reviews: 246
Age: 4y ago

Extra Select Premium Meadow Hay for Small Animals - UK Sourced ideal Rabbit Food Hay for Guinea Pigs Hedgehogs etc. - 2kg (Pack of 3 Total 6kg)

Price: £15.16
Rating: 4.4/5
Reviews: 1,738
Age: 8y ago

Newest

by launch date

Extra Select Premium Meadow Hay for Small Animals - UK Sourced ideal Rabbit Food Hay for Guinea Pigs Hedgehogs etc - 1kg

Price: £2.40
Rating: 4.4/5
Reviews: 719
Age: 2y ago

Hay4Pets Timothy Hay- 12.6kg. Fresh Green Stem Feeding Hay For Rabbit Guinea Pig Hamster & Small Animals. High Fibre Natural Food For Pets. Dried Grass Animal Feed

Price: £25.15
Rating: 4.1/5
Reviews: 203
Age: 3y ago

Supreme Science Selective Timothy Hay 1.5kg Brown

Price: £9.13
Rating: 4.4/5
Reviews: 246
Age: 4y ago

Pillow Wad Large Bio Timothy Hay 2kg

Price: £9.54
Rating: 4.2/5
Reviews: 93
Age: 5y ago

Burgess Excel Feeding Hay with Dandelion and Marigold 1kg

Price: £6.21
Rating: 4.6/5
Reviews: 6,234
Age: 8y ago

Competition: brands, sellers & click share

The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 falling

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

84%

Top 20: 100%

Open market

Extra Select60%
Pillow Wad13%
Oxbow9%
Excel8%
Supreme Petfoods7%
Hay4Pets3%

Hay demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume804KCVR12.8%Products9Brands6Top 5 Brands97%OOS Rate0.0%Rating4.4★Reviews1,466Avg BSR#19

No pronounced peak months · busiest ÷ quietest = 1.4×

Top Hay search terms shoppers use

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

hay285K/yr -7.9%10.2% conv.
rabbit hay110K/yr -8.6%11.4% conv.
timothy hay106K/yr -12.5%6.7% conv.
guinea pig hay79K/yr -9.0%11.7% conv.
hay for rabbits52K/yr -34.7%10.7% conv.
meadow hay28K/yr -2.1%9.4% conv.
timothy hay guinea pig29K/yr -15.3%6.3% conv.
hay for guinea pigs41K/yr -36.9%9.8% conv.
timothy hay rabbit21K/yr -3.2%6.3% conv.
meadow hay for guinea pigs10K/yr -20.4%9.3% conv.

What reviews say buyers love and hate about Hay

What buyers mention most, as a share of all reviews.

What buyers love

87% of reviews

Quality-Overall37%

“Excellent product”

Pet Friendly15%

“My rabbits love this”

Value For Money13%

“it was a reasonable price”

Smell8%

“Its so soft and smells lush”

Freshness4%

“Lovely, fresh and fragrant”

What buyers complain about

78% of reviews

Quality-Overall16%

“this hay is not good quality”

Value For Money13%

“expensive”

Size-Overall12%

“the pieces are tiny”

Advertised Vs Actual Product10%

“Picture is deceiving”

Smell10%

“Smell is weird”

Common Hay questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Hay 50/100 on Amazon United Kingdom — Worth a look. The niche generates £1.1M/yr across 9 tracked products. Search demand moved -11.8% over the last 90 days.