horse treats
Skip itPrices mostly outside the sweet spot ($3.39–$14.39) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible12.4%search→purchase rate — share of searches ending in a sale
Review moat
Great350.54avg incumbent reviews — the moat a new listing must climb
Market size
Okay£160K£160K/yr · 152K searches
Brand share
Okay90%top-5 brand share — brands hold most of the demand
Avg price
Bad£8.45avg listing price — sweet spot $15–$100
Competition
Bad73%top-5 click share — a locked-up shelf
Growth
Bad-8.2%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Price range
Bad£3.39–£14.39cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, horse treats is a £160K/yr Amazon United Kingdom market (152K searches/yr). The top 5 brands hold 90% of demand. Demand peaks in Dec. Verdict: Skip it — 41/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
horse treats market data
- Units sold / yr
- 15K–20K
- avg 750–1,000/product
- Revenue / yr
- £127K–£169K
- units × avg price
- Conversion rate
- 12.4%
- Avg BSR
- #11
- Page quality
- 0%
- Prime
- 54%
- Sponsored
- 46%
- Out of stock
- 0.0%
- Avg brand age
- 82 months
- Avg seller age
- 182 days
Competition & brand share
The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 falling
Sellers
81
Top-5 brand share
90%
Top 20: 100%
Top-5 click share
73%
Top 20: 100%
Open market
6%
- NAF62%
- Baileys10%
- Hilton Herbs7%
- SPILLERS6%
- Likit5%
- LINCOLN5%
- Open — no brand owns it (2 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.2% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 2.6×
Top horse treats search terms
- horse treats135K/yr
- horse treats low sugar9K/yr
- naf horse treats5K/yr
- horse treat4K/yr
Top horse treats 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 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
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
NAF Minty Treats for Horses 1kg Natural Mint Horse Treats Healthy Tasty Reward Ideal for Training or Treating No Added Sugar Grain-Free Formula
NAF£4.214.8★569 rev
Hilton Herbs Herballs 100% Natural Treats No Sugar Molasses-Free Healthy Horse Snacks
Hilton Herbs£4.394.7★226 rev
Baileys Tasty Treats Refil 5Kg
Baileys£12.554.8★69 rev
NAF Cherry Horse Treats 1kg - Natural Low-Sugar Equine Snacks - Laminitis-Friendly Healthy Horse & Pony Treats Nutritious Daily Reward for Training Bonding & General Feeding
NAF£5.044.7★166 rev
Newest
by launch date
Horse Treats 1kg Minty Flavour - Fibre Based Low Sugar Cereal Grain Free Feed By Hand Add To Treat Ball or Feed For Fussy Feeders Occasional Snack For Horses Clicker Training - Seedzbox
Seedzbox£8.95102 rev
Baileys Tasty Treats Refil 5Kg
Baileys£12.5569 rev
SPILLERS Horse Treats 2 Pack Apple 1kg and Spearmint 1kg Delicious Treat to Reward Horses and Ponies
SPILLERS£14.3981 rev
Equine Synergy Movin and Groovin JOINT COOKIES with TURMERIC for Maintaining Optimal Mobility
Equine Synergy£9.0559 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
Trending
90-day click momentum
Lincoln Equestrian Tub O Treats 2.5Kg
LINCOLN£9.694.7★
Baileys Tasty Treats Refil 5Kg
Baileys£12.554.8★
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★
NAF Cherry Horse Treats 1kg - Natural Low-Sugar Equine Snacks - Laminitis-Friendly Healthy Horse & Pony Treats Nutritious Daily Reward for Training Bonding & General Feeding
NAF£5.044.7★
NAF Hedgy Treats for Horses 1kg Healthy Tasty Herbal Treats Naturally Flavoured with Herbs & Essential Oils Grain-Free & Molasses-Free Ideal for Daily Reward or Training
NAF£7.214.7★
What buyers say about horse treats
What buyers praise and complain about, mined from review topics.What buyers love
“Great price directly from Amazon”
“Horses love them”
“Horses seem very enthusiastic about these treats”
“As advertised”
“Horses like these and smell nice and minty”
“This was a gift”
“fresh and minty”
“he really enjoys them”
“A delicious flavour combination apparently”
What buyers complain about
“as they are quite big”
“Received this on 10th January, opened today 22nd January - mouldy and smells awful”
“I think it's an enquired taste”
“A tiny bit crumbly”
Common questions
- Is horse treats profitable to sell on Amazon United Kingdom?
- The niche generates £160K/yr across 13 tracked products. 90-day search growth is -8.2%. Flapen's verdict: Skip it (41/100).
- How competitive is the horse treats niche?
- 8 brands and 81 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 90% of demand.
- What do buyers complain about in horse treats?
- Top complaints mined from reviews: Size-Overall, Smell, Taste-Overall. The return rate is 0.0%.
- When does demand for horse treats peak?
- Demand peaks in Dec; the busiest month runs 2.6× the quietest.
- What does it cost to enter the horse treats niche?
- Listings span £3.39–£14.39; the average listing price is £8.45 (sweet spot $15–$100). The average incumbent carries 351 reviews — the moat a new listing must climb.