---
title: "Hills Zd Dog Food — £202K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/pet-supplies/hills-zd-dog-food"
last_updated: "2026-07-31T17:27:05.402Z"
locale: en
meta:
description: "Niche score 54/100 · £202K/yr market · 99K searches/yr. Brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · £202K/yr market · 99K searches/yr. Brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Hills Zd Dog Food — £202K/yr Amazon UK Niche (2026) - Flapen"
---
# **hills zd dog food**
**Worth a look**
Shows low returns (0.0%), but brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list.
Market size 40Growth 23Conversion 63Competition 66Returns 100Price range 86Avg price 95Brand share 11Review moat 82Quality gap 47
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****£36.90**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£7.70–£76.19**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Great****360.03**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Good****46%**
top-5 click share — leaders hold, buyers still browse
**Conversion**
**Good****5.5%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****£202K**
£202K/yr · 99K searches
**Growth**
**Bad****-4.1%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****96%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, hills zd dog food is a £202K/yr Amazon United Kingdom market (99K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Jan–Nov. Verdict: Worth a look — 54/100.
Data updated Jul 28, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **hills zd dog food market data**
- **Units sold / yr**
- **4K–5K**
- avg 100–250/product
- **Revenue / yr**
- **£148K–£185K**
- units × avg price
- **Conversion rate**
- **5.5%**
- **Avg BSR**
- **#556**
- **Page quality**
- **0%**
- **Prime**
- **26%**
- **Sponsored**
- **29%**
- **Out of stock**
- **3.8%**
- **Avg brand age**
- **82 months**
- **Avg seller age**
- **183 days**
## **Competition & brand share**
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**9 **▼falling
**Sellers**
**101**
**Top-5 brand share**
**96%**
Top 20: 100%
**Top-5 click share**
**46%**
Top 20: 84%
**Open market**
**3%**
- Hill's68% - HILL'S PRESCRIPTION DIET17% - Generic5% - Daisy Dreams3% - ROYAL CANIN2% - Pro Plan Veterinary Diets2% - Open — no brand owns it (3 brands, 3%)
## **Demand & seasonality**
Weekly Amazon search volume, last 77 weeks — -4.1% search growth over the last 90 days.
3K2KSpike '25Spike '26 seasonMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJunJul
Peak months: Jan, Nov · busiest ÷ quietest = 3.1×
[**Open Trend **](https://flapen.com/research/uk/pet-supplies/hills-zd-dog-food/trend)
## **Top hills zd dog food search terms**
- **hills prescription dog food**58K/yr+4.7%3.7% conv. - **hills zd dog food**15K/yr-30.4%7.0% conv. - **hills hypoallergenic dog food**10K/yr-14.5%2.3% conv. - **hills zd**6K/yr+2.5%3.6% conv. - **hills z/d dog food**5K/yr-13.4%6.0% conv. - **hills prescription diet dog food**4K/yr-20.2%3.9% conv. - **hills prescription diet**2K/yr-24.7%2.7% conv. [**All search terms **](https://flapen.com/research/uk/pet-supplies/hills-zd-dog-food/search-terms)
## **Top hills zd dog food 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%4%£8K8%£16K12%£24K16%£32K1101001K10K 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**Hills Prescription Diet Dogs z/d Mini**Hill's**£20.73**4.3★274 rev](https://www.amazon.co.uk/dp/B011QLVZ9Q) [2**hill s Prescription Diet Canine I/D Low Fat Dog Digestive Health Food 12x360g**Hill's**£35.32**4.4★327 rev](https://www.amazon.co.uk/dp/B00O4BL1JA) [3**Hills Prescription Diet i/d Low Fat Dry Canine Food - Gastrointestinal Health (1.5kg)**Hill's**£19.65**4.4★129 rev](https://www.amazon.co.uk/dp/B00STH784C) [4**HILLS HPD Canine Z/D 10kg**Hill's**£73.59**4.6★87 rev](https://www.amazon.co.uk/dp/B09PGDQLRG) [5**Hills Prescription Diet Canine i/d Low Fat Chicken & Veg Stew Wet Dog Food 12 x 354g Tins**HILL'S PRESCRIPTION DIET**£38.50**4.3★127 rev](https://www.amazon.co.uk/dp/B07TMN6H6D)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Prescription Diet Dogs z/d Mini (1kg) (1)**Daisy Dreams**£19.67**3 rev3mo ago](https://www.amazon.co.uk/dp/B0GXYPRC7W) [**Prescription Diet Dogs z/d Mini (1kg) pack of 2**Daisy Dreams**£38.96**3 rev3mo ago](https://www.amazon.co.uk/dp/B0GVP4WQ5V) [**Prescription Diet Dogs z/d Mini (1kg) pack of 2**Generic**£41.54**4 rev8mo ago](https://www.amazon.co.uk/dp/B0FZL1WN82) [**Prescription Diet Canine z/d Food Sensitivities Adult/Senior Wet Dog Food Original Flavour 1 can x 370g and Hypo Allergenic Dog Treats 200g**Generic**£19.35**3 rev10mo ago](https://www.amazon.co.uk/dp/B0FSYPBY3N) [**hills biome Gastrointestinal Mini**HILL'S PRESCRIPTION DIET**£17.98**64 rev1y ago](https://www.amazon.co.uk/dp/B0CK5MF9Q6)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Prescription Diet Dogs z/d Mini (1kg) (1)**Daisy Dreams**£19.67**5.0★**▲ 330%**](https://www.amazon.co.uk/dp/B0GXYPRC7W) [**Prescription Diet Dogs z/d Mini (1kg) pack of 2**Daisy Dreams**£38.96**5.0★**▲ 222%**](https://www.amazon.co.uk/dp/B0GVP4WQ5V) [**hills biome Gastrointestinal Mini**HILL'S PRESCRIPTION DIET**£17.98**4.5★**▲ 222%**](https://www.amazon.co.uk/dp/B0CK5MF9Q6) [**Prescription Diet Canine z/d Food Sensitivities Adult/Senior Wet Dog Food Original Flavour 1 can x 370g and Hypo Allergenic Dog Treats 200g**Generic**£19.35**4.2★**▲ 124%**](https://www.amazon.co.uk/dp/B0FSYPBY3N) [**Hills Prescription Diet i/d Low Fat Dry Canine Food - Gastrointestinal Health (1.5kg)**Hill's**£19.65**4.4★**▲ 97%**](https://www.amazon.co.uk/dp/B00STH784C)
**~~View all trending →~~**
## **What buyers say about hills zd dog food**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Pet Friendly**16%
*“My dog very happy”*
**Value For Money**15%
*“worth it”*
**Quality-Overall**15%
*“Excellent product”*
**Allergies**11%
*“Excellent for dogs with allergies”*
**Advertised Vs Actual Product**9%
*“As advertised”*
**Taste-Overall**7%
*“Good food”*
**Size-Overall**4%
*“Small size perfect for small dogs”*
**Smell**3%
*“It smells very nice”*
**Flavor**2%
*“Seems to be a good flavour”*
**Ease Of Use**2%
*“well lets just say it's easier to pick things up”*
### **What buyers complain about **
**Value For Money**38%
*“Quite expensive”*
**Allergies**12%
*“Skin allergy”*
**Size-Overall**7%
*“They are small in size”*
**Indigestion**6%
*“Gave my dog severe constipation to the point she was crying in pain”*
**Quality-Overall**3%
*“Not the best quality”*
**Flavor**3%
*“I have the plain one has no flavour or anything”*
**Advertised Vs Actual Product**2%
*“Not 1.5kg as advertised”*
**Taste-Overall**2%
*“Expensive and tasteless”*
**Smell**1%
*“Smells like baby formula”*
**Hard Feel**1%
*“And the kibble is very crumbly”*
## **Common questions**
- **Is hills zd dog food profitable to sell on Amazon United Kingdom?**
- The niche generates £202K/yr across 38 tracked products. 0 of 6 products launched in the last 360 days are still selling. 90-day search growth is -4.1%. Flapen's verdict: Worth a look (54/100).
- **How competitive is the hills zd dog food niche?**
- 9 brands and 101 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 96% of demand.
- **What do buyers complain about in hills zd dog food?**
- Top complaints mined from reviews: Value For Money, Allergies, Size-Overall. The return rate is 0.0%.
- **When does demand for hills zd dog food peak?**
- Demand peaks in Jan–Nov; the busiest month runs 3.1× the quietest.
- **What does it cost to enter the hills zd dog food niche?**
- Listings span £7.70–£76.19; the average listing price is £36.90 (sweet spot $15–$100). The average incumbent carries 360 reviews — the moat a new listing must climb.
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