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Hills Science Plan Dog Food

Fail

The top 5 brands take 100% of clicks, so Hills Science Plan Dog Food is a Fail.

Flapen Score
49
49 / 100
Ranks 458 of 875 Pet Supplies niches · −1 vs the category median of 50
Market size
£130K/yr83K searches / yr
90-day growth
-17.3%search demand this quarter
Competition
55%top-5 click share · 4 brands · 74 sellers

Flapen Score

Hills Science Plan Dog Food against its category

The dotted line is the Pet Supplies average. Past it, Hills Science Plan Dog Food is stronger. Inside it, weaker.

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Hills Science Plan Dog Food market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Hills Science Plan Dog Food 83K times last year and spent an estimated £130K. All 4 brands take every click. Flapen scores it 49 out of 100, a Fail.

01 · Demand

An estimated 5.0% of those searches ended in a purchase.

Shoppers searched for this 83K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 5.0% of those searches ended in a purchase. Searches in the last 90 days moved -17.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £130K a year.

Searches, last 12 months
83K
Growth, 90 days vs prior 90
-17.3%
Conversion, latest week
5.0%
Market size, estimated
£130Ka year
Peak month
January1.4× the quietest month
Top search term
hills science plan dog food51K searches a year

02 · Price

A sale here is worth £31.43.

Listings sell for £31.43 on average, from £14.40 to £59.63. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 0 to 100 of them. At £31.43 that is £0 to £3K a year per listing.

Average price
£31.43inside the $15 to $100 sweet spot
Price range
£14.40–£59.63
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

5% of listings pay for placement with sponsored ads. 32% ship with Prime. On an average day, 3.0% of listings are out of stock. The average listing ranks #658 within Food. It carries 152 reviews at 4.45 stars, so a new listing needs social proof before a better product.

Sponsored listings
5%
Prime listings
32%
Out of stock, average day
3.0%
Average rank
#658in Food
Average rating
4.45 starsAmazon United Kingdom average 4.36 stars
Average reviews
152per listing
Listings tracked
22

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 96 months on average, so the names here are established.

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

Products

Top Hills Science Plan Dog Food products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 28, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 55% of clicks. Leaders hold, but buyers still shop past them.

£0£6K£13K£19K£26K101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

4 falling

Sellers

74

Est. top-5 brand share

100%

Top 20: 100%

Est. top-5 click share

55%

Top 20: 98%

Open market

0%

  • Hill's89%
  • The Bramble Bay8%
  • Hill's Science Plan2%
  • HILL'S PRESCRIPTION DIET1%
  • Open — no brand owns it (0%)

Demand

Hills Science Plan Dog Food search demand

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

2K2KSpike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Hills Science Plan Dog Food search terms shoppers use

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

  • hills science plan dog food51K/yr
  • hills dog food18K/yr
  • science plan dog food8K/yr
  • hills pet nutrition6K/yr

Reviews and returns

What reviews say buyers love and hate about Hills Science Plan Dog Food

We read the reviews and the return reasons for every product selling here.

33%of positive reviews mention “Pet Friendly”
36%of negative reviews mention “Value For Money”
<0.1%of orders come back, a rate Amazon rounds to zero
“Much cheaper at normal pet store”
A buyer, on “Value For Money”36% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

11 topics

NegativePositive

FAQ

Common Hills Science Plan Dog Food questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data