hay
Worth a lookShows low returns (0.0%), but brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible12.8%search→purchase rate — share of searches ending in a sale
Market size
Great£1.1M£1.1M/yr · 804K searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Review moat
Good1,465.67avg incumbent reviews — the moat a new listing must climb
Price range
Okay£2.40–£25.15cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£10.99avg listing price — sweet spot $15–$100
Growth
Bad-11.8%90-day search growth — must beat 0% to launch
Competition
Bad84%top-5 click share — a locked-up shelf
Brand share
Bad97%top-5 brand share — brand-locked demand
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.
Data updated Jul 29, 2026 · scored weekly · How we score niches
hay market data
- Units sold / yr
- 100K–125K
- avg 5,000–6,000/product
- Revenue / yr
- £1.1M–£1.4M
- units × avg price
- Conversion rate
- 12.8%
- Avg BSR
- #19
- Page quality
- 0%
- Prime
- 67%
- Sponsored
- 44%
- Out of stock
- 0.0%
- Avg brand age
- 57 months
- Avg seller age
- 177 days
Competition & brand share
The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 falling
Sellers
49
Top-5 brand share
97%
Top 20: 100%
Top-5 click share
84%
Top 20: 100%
Open market
0%
- Extra Select60%
- Pillow Wad13%
- Oxbow9%
- Excel8%
- Supreme Petfoods7%
- Hay4Pets3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -11.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top hay search terms
- hay285K/yr
- rabbit hay110K/yr
- timothy hay106K/yr
- guinea pig hay79K/yr
- hay for rabbits52K/yr
- meadow hay28K/yr
- timothy hay guinea pig29K/yr
- hay for guinea pigs41K/yr
- timothy hay rabbit21K/yr
- meadow hay for guinea pigs10K/yr
Top hay 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.
All 9 tracked products in this niche — three views at once, no toggling.
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
Extra Select£2.404.4★719 rev
Oxbow Animal Health Western Timothy Hay- 425g
Oxbow£7.174.3★388 rev
Burgess Excel Feeding Hay with Dandelion and Marigold 1kg
Excel£6.214.6★6,234 rev
Supreme Science Selective Timothy Hay 1.5kg Brown
Supreme Petfoods£9.134.4★246 rev
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)
Extra Select£15.164.4★1,738 rev
Newest
by launch dateExtra Select Premium Meadow Hay for Small Animals - UK Sourced ideal Rabbit Food Hay for Guinea Pigs Hedgehogs etc - 1kg
Extra Select£2.40719 rev
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
Hay4Pets£25.15203 rev
Supreme Science Selective Timothy Hay 1.5kg Brown
Supreme Petfoods£9.13246 rev
Pillow Wad Large Bio Timothy Hay 2kg
Pillow Wad£9.5493 rev
Burgess Excel Feeding Hay with Dandelion and Marigold 1kg
Excel£6.216,234 rev
Trending
90-day click momentumOxbow Animal Health Western Timothy Hay- 425g
Oxbow£7.174.3★
Extra Select Premium Meadow Hay for Small Animals - UK Sourced ideal Rabbit Food Hay for Guinea Pigs Hedgehogs etc - 1kg
Extra Select£2.404.4★
Pillow Wad Large Bio Timothy Hay 2kg
Pillow Wad£9.544.2★
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
Hay4Pets£25.154.1★
Supreme Science Selective Timothy Hay 1.5kg Brown
Supreme Petfoods£9.134.4★
What buyers say about hay
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“My rabbits love this”
“it was a reasonable price”
“Its so soft and smells lush”
“Lovely, fresh and fragrant”
“Exactly as described”
“Piggies seem to like the taste”
“Its good to eat”
“Its so soft and smells lush”
“they seem comfy on it”
What buyers complain about
“this hay is not good quality”
“expensive”
“the pieces are tiny”
“Picture is deceiving”
“Smell is weird”
“Dry”
“The thorns are extremely sharp”
“within 24 he died”
“1 box alot lighter”
“Not so fresh”
Common questions
- Is hay profitable to sell on Amazon United Kingdom?
- The niche generates £1.1M/yr across 9 tracked products. 90-day search growth is -11.8%. Flapen's verdict: Worth a look (50/100).
- How competitive is the hay niche?
- 6 brands and 49 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 97% of demand.
- What do buyers complain about in hay?
- Top complaints mined from reviews: Quality-Overall, Value For Money, Size-Overall. The return rate is 0.0%.
- When does demand for hay peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the hay niche?
- Listings span £2.40–£25.15; the average listing price is £10.99 (sweet spot $15–$100). The average incumbent carries 1,466 reviews — the moat a new listing must climb.