horse feed
Skip itSoft demand (-27.9% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Great109.89avg incumbent reviews — the moat a new listing must climb
Avg price
Great£20.41avg listing price — sweet spot $15–$100
Conversion
Good6.0%search→purchase rate — share of searches ending in a sale
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Price range
Okay£3.39–£26.24cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay81%top-5 brand share — brands hold most of the demand
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Market size
Bad£60K£60K/yr · 49K searches
Growth
Bad-27.9%90-day search growth — must beat 0% to launch
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.
Data updated Jul 29, 2026 · scored weekly · How we score niches
horse feed market data
- Units sold / yr
- 2K–3K
- avg 0–100/product
- Revenue / yr
- £41K–£51K
- units × avg price
- Conversion rate
- 6.0%
- Avg BSR
- #53
- Page quality
- 0%
- Prime
- 36%
- Sponsored
- 93%
- Out of stock
- 0.0%
- Avg brand age
- 100 months
- Avg seller age
- 187 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
10 flat
Sellers
59
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%)
Demand
Weekly Amazon search volume, last 26 weeks — -27.9% search growth over the last 90 days.Top horse feed search terms
- horse feed28K/yr
- horse food11K/yr
- pony nuts5K/yr
- pony nuts horse feed3K/yr
- spillers horse feed3K/yr
Top horse feed 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Heygates Horse & Pony Nuts 20kg
Heygates£16.114.6★108 rev
Hilite Mix Horse and Pony Feed 20 kg
Hilite£17.064.8★73 rev
Hilite Hi Fibre Cubes Horse and Pony Feed 20 kg
Hilite£16.214.6★87 rev
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
NAF£3.394.7★572 rev
Honeychop Plus Apple for Horses and Ponies 12.5 kg
Honeychop£10.994.5★156 rev
Newest
by launch date
Horse Herbs Turmeric PLUS 1kg Bag | Natural Feed Supplement for Horses & Ponies Black Pepper Micronised Linseed Equine Care Pony Boost
Horse Herbs£9.98489 rev
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
NAF£3.39572 rev
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
SPILLERS£23.6332 rev
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
SPILLERS£26.24116 rev
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
SPILLERS£23.86129 rev
Trending
90-day click momentum
SPILLERS Cool Mix Horse Feed 20KG Food for Horses and Ponies with a Balance of Energy Sources Horse Feed for Long Term Health
SPILLERS£22.014.9★
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
NAF£3.394.7★
Hilite Hi Fibre Cubes Horse and Pony Feed 20 kg
Hilite£16.214.6★
Hilite Mix Horse and Pony Feed 20 kg
Hilite£17.064.8★
SPILLERS Shine+ Conditioning Mix Horse Feed 20KG Food for Building Topline and Optimum Condition Horse Feed with Oil for Coat Shine
SPILLERS£25.974.8★
What buyers say about horse feed
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent quality feed”
“Good product, reasonable price”
“Horses love it”
“As advertised”
“fresh the horses love it”
“Excellent product with a convenient”
“This was a gift”
“My horse loves the taste”
“smell really lovely”
“My horse likes this feed moist and platerable”
What buyers complain about
“The box is big”
“This was sealed upon its original sealing and it was dry and cloggy”
Common questions
- Is horse feed profitable to sell on Amazon United Kingdom?
- The niche generates £60K/yr across 28 tracked products. 90-day search growth is -27.9%. Flapen's verdict: Skip it (48/100).
- How competitive is the horse feed niche?
- 10 brands and 59 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 81% of demand.
- What do buyers complain about in horse feed?
- Top complaints mined from reviews: Size-Overall, Moist/Dry. The return rate is 0.0%.
- What does it cost to enter the horse feed niche?
- Listings span £3.39–£26.24; the average listing price is £20.41 (sweet spot $15–$100). The average incumbent carries 110 reviews — the moat a new listing must climb.