How competitive is the Horse Feed niche on Amazon United Kingdom?

10 brands and 59 sellers compete in Horse Feed on Amazon United Kingdom. The top 5 Horse Feed products take 47% of clicks and its top 5 brands hold 81% of demand.

What does it cost to enter the Horse Feed niche?

Horse Feed sells for £20.41 on average on Amazon United Kingdom, inside our $15–$100 sweet spot. Listings span £3.39–£26.24. The average incumbent carries 110 reviews — the moat a new listing must climb.

Horse Feed

soft demand (-27.9% this quarter) — Horse Feed doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Horse Feed profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Horse Feed is a £60K/yr Amazon United Kingdom market (49K searches/yr). The top 5 brands hold 81% of demand. Verdict: Skip it — 48/100.

Horse Feed: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -27.9% over the last 90 days and 6.0% of searches end in a purchase.

£60K

revenue / yr

Units sold / yr3K

Search volume / yr-27.9%49K

Conversion rate6.0%

Avg price£20.41

Who owns the niche?

The top 5 brands hold 81% of demand, so 19% of the market is open.

19%

open market share

Brands · sellers10 · 59

Top-5 product click share47%

Open market19%

Avg brand age100 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.7★ — the gap to enter on.

0/100

page quality · 28 products

Top Horse Feed 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

Heygates Horse & Pony Nuts 20kg

Price: £16.11
Rating: 4.6/5
Reviews: 108
Age: 11y ago

Hilite Mix Horse and Pony Feed 20 kg

Price: £17.06
Rating: 4.8/5
Reviews: 73
Age: 13y ago

Hilite Hi Fibre Cubes Horse and Pony Feed 20 kg

Price: £16.21
Rating: 4.6/5
Reviews: 87
Age: 13y ago

NAF Blueberry & Banana Horse Treats 1kg Natural Low-Sugar Equine Snacks Laminitis-Friendly Healthy Horse & Pony Treats Nutritious Daily Reward for Training Bonding & General Feeding

Price: £3.39
Rating: 4.7/5
Reviews: 572
Age: 4y ago

Honeychop Plus Apple for Horses and Ponies 12.5 kg

Price: £10.99
Rating: 4.5/5
Reviews: 156
Age: 12y ago

Newest

by launch date

Horse Herbs Turmeric PLUS 1kg Bag | Natural Feed Supplement for Horses & Ponies Black Pepper Micronised Linseed Equine Care Pony Boost

Price: £9.98
Rating: 4.8/5
Reviews: 489
Age: 4y ago

NAF Blueberry & Banana Horse Treats 1kg Natural Low-Sugar Equine Snacks Laminitis-Friendly Healthy Horse & Pony Treats Nutritious Daily Reward for Training Bonding & General Feeding

Price: £3.39
Rating: 4.7/5
Reviews: 572
Age: 4y ago

SPILLERS Fibre Lite Molasses Free Horse Feed 20kg - Horse Feed Ideal For Feeding Alongside Compound Feeds or Balancers - Includes Chopped Alfalfa and Garlic for Horses

Price: £23.63
Rating: 4.5/5
Reviews: 32
Age: 5y ago

SPILLERS Daily Balancer Horse Feed 15KG Mint & Rosemary Contains Vitamins Minerals and Biotin Provides Balanced Diet for Horses and Ponies No Added Iron Supports Hoof Health

Price: £26.24
Rating: 4.7/5
Reviews: 116
Age: 7y ago

SPILLERS Super-Mash Senior Horse Feed 20kg - High in Digestible Fibre to Support Gut Health - Veteran Horse Feed Pellets with Vitamins E & C - Ideal for Senior Horses with Poor Teeth

Price: £23.86
Rating: 4.8/5
Reviews: 129
Age: 7y ago

Competition: brands, sellers & click share

The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

10 flat

Sellers

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

47%

Top 20: 91%

Open market

12%

SPILLERS31%
Heygates18%
Hilite17%
NAF9%
Baileys7%
Allen & Page7%
Open — no brand owns it (4 brands, 12%)

Horse Feed demand & seasonality

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

Volume49KCVR6.0%Products28Brands10Top 5 Brands81%OOS Rate0.0%Rating4.7★Reviews110Avg BSR#53

Top Horse Feed search terms shoppers use

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

horse feed28K/yr -32.9%2.5% conv.
horse food11K/yr -12.6%1.6% conv.
pony nuts5K/yr -22.5%8.6% conv.
pony nuts horse feed3K/yr -11.7%6.5% conv.
spillers horse feed3K/yr -68.2%7.0% conv.

What reviews say buyers love and hate about Horse Feed

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

What buyers love

98% of reviews

Quality-Overall24%

“Excellent quality feed”

Value For Money23%

“Good product, reasonable price”

Pet Friendly19%

“Horses love it”

Advertised Vs Actual Product14%

“As advertised”

Freshness5%

“fresh the horses love it”

What buyers complain about

78% of reviews

Size-Overall44%

“The box is big”

Moist/Dry33%

“This was sealed upon its original sealing and it was dry and cloggy”

Common Horse Feed questions

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

Flapen scores Horse Feed 48/100 on Amazon United Kingdom — Skip it. The niche generates £60K/yr across 28 tracked products. Search demand moved -27.9% over the last 90 days.

Horse Feed buyers on Amazon United Kingdom complain most about Size-Overall, Moist/Dry, the themes mined from the niche's reviews. Its return rate is 0.0%.