---
title: "Horse Feed — £60K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/pet-supplies/horse-feed"
last_updated: "2026-07-31T11:21:15.895Z"
locale: en
meta:
description: "Niche score 48/100 · £60K/yr market · 49K searches/yr · £20.41 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · £60K/yr market · 49K searches/yr · £20.41 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Horse Feed — £60K/yr Amazon UK Niche (2026) - Flapen"
---
# **horse feed**
**Skip it**
Soft demand (-27.9% this quarter) — this niche doesn't clear our bar today.
Market size 15Growth 11Conversion 67Competition 64Returns 100Price range 49Avg price 89Brand share 39Review moat 95Quality gap 21
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****109.89**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Great****£20.41**
avg listing price — sweet spot $15–$100
**Conversion**
**Good****6.0%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****47%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Okay****£3.39–£26.24**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Okay****81%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Bad****4.7★**
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 ~~](https://flapen.com/research/methodology)
## **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.
1K800Spike '26Feb '26Mar '26Mar '26Apr '26May '26Jun '26Jul '26
[**Open Trend **](https://flapen.com/research/uk/pet-supplies/horse-feed/trend)
## **Top horse feed search terms**
- **horse feed**28K/yr-32.9%2.5% conv. - **horse food**11K/yr-12.6%1.6% conv. - **pony nuts**5K/yr-22.5%8.6% conv. - **pony nuts horse feed**3K/yr-11.7%6.5% conv. - **spillers horse feed**3K/yr-68.2%7.0% conv. [**All search terms **](https://flapen.com/research/uk/pet-supplies/horse-feed/search-terms)
## **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.
0%5%£3K10%£6K15%£9K20%£12K1101001K 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**Heygates Horse & Pony Nuts 20kg**Heygates**£16.11**4.6★108 rev](https://www.amazon.co.uk/dp/B00NE4D9JS) [2**Hilite Mix Horse and Pony Feed 20 kg**Hilite**£17.06**4.8★73 rev](https://www.amazon.co.uk/dp/B00CDI1WRM) [3**Hilite Hi Fibre Cubes Horse and Pony Feed 20 kg**Hilite**£16.21**4.6★87 rev](https://www.amazon.co.uk/dp/B00CDI1WWW) [4**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**£3.39**4.7★572 rev](https://www.amazon.co.uk/dp/B09L73H5PN) [5**Honeychop Plus Apple for Horses and Ponies 12.5 kg**Honeychop**£10.99**4.5★156 rev](https://www.amazon.co.uk/dp/B00K79LJEK)
**~~View all top sellers →~~**
### **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**£9.98**489 rev4y ago](https://www.amazon.co.uk/dp/B09SHSGKNH) [**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**£3.39**572 rev4y ago](https://www.amazon.co.uk/dp/B09L73H5PN) [**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**£23.63**32 rev5y ago](https://www.amazon.co.uk/dp/B08Z8DB7XH) [**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**£26.24**116 rev7y ago](https://www.amazon.co.uk/dp/B07HQBHLTR) [**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**£23.86**129 rev7y ago](https://www.amazon.co.uk/dp/B09TTM7G8Z)
**~~View all new products →~~**
### **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**£22.01**4.9★**▲ 70%**](https://www.amazon.co.uk/dp/B00NE4KOZK) [**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**£3.39**4.7★**▲ 59%**](https://www.amazon.co.uk/dp/B09L73H5PN) [**Hilite Hi Fibre Cubes Horse and Pony Feed 20 kg**Hilite**£16.21**4.6★**▲ 52%**](https://www.amazon.co.uk/dp/B00CDI1WWW) [**Hilite Mix Horse and Pony Feed 20 kg**Hilite**£17.06**4.8★**▲ 49%**](https://www.amazon.co.uk/dp/B00CDI1WRM) [**SPILLERS Shine+ Conditioning Mix Horse Feed 20KG Food for Building Topline and Optimum Condition Horse Feed with Oil for Coat Shine**SPILLERS**£25.97**4.8★**▲ 43%**](https://www.amazon.co.uk/dp/B00NE4KNT2)
**~~View all trending →~~**
## **What buyers say about horse feed**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**24%
*“Excellent quality feed”*
**Value For Money**23%
*“Good product, reasonable price”*
**Pet Friendly**19%
*“Horses love it”*
**Advertised Vs Actual Product**14%
*“As advertised”*
**Freshness**5%
*“fresh the horses love it”*
**Ease Of Use**3%
*“Excellent product with a convenient”*
**Gifting Purpose**3%
*“This was a gift”*
**Taste-Overall**3%
*“My horse loves the taste”*
**Smell**3%
*“smell really lovely”*
**Moist/Dry**2%
*“My horse likes this feed moist and platerable”*
### **What buyers complain about **
**Size-Overall**44%
*“The box is big”*
**Moist/Dry**33%
*“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.
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