---
title: "Horse Treats — £160K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/pet-supplies/horse-treats"
last_updated: "2026-07-31T10:59:53.478Z"
locale: en
meta:
description: "Niche score 41/100 · £160K/yr market · 152K searches/yr · £8.45 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · £160K/yr market · 152K searches/yr · £8.45 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Horse Treats — £160K/yr Amazon UK Niche (2026) - Flapen"
---
# **horse treats**
**Skip it**
Prices mostly outside the sweet spot ($3.39–$14.39) — this niche doesn't clear our bar today.
Market size 34Growth 21Conversion 95Competition 22Returns 100Price range 0Avg price 23Brand share 26Review moat 82Quality gap 19
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.4%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Great****350.54**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****£160K**
£160K/yr · 152K searches
**Brand share**
**Okay****90%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Bad****£8.45**
avg listing price — sweet spot $15–$100
**Competition**
**Bad****73%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-8.2%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Price range**
**Bad****£3.39–£14.39**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
8K6KHoliday '24Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 2.6×
[**Open Trend **](https://flapen.com/research/uk/pet-supplies/horse-treats/trend)
## **Top horse treats search terms**
- **horse treats**135K/yr-9.8%9.5% conv. - **horse treats low sugar**9K/yr+31.5%14.6% conv. - **naf horse treats**5K/yr-11.8%15.6% conv. - **horse treat**4K/yr-18.9%6.7% conv. [**All search terms **](https://flapen.com/research/uk/pet-supplies/horse-treats/search-terms)
## **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.
0%15%£24K30%£48K45%£72K60%£96K101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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) [2**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**£4.21**4.8★569 rev](https://www.amazon.co.uk/dp/B005N7K0L4) [3**Hilton Herbs Herballs 100% Natural Treats No Sugar Molasses-Free Healthy Horse Snacks**Hilton Herbs**£4.39**4.7★226 rev](https://www.amazon.co.uk/dp/B0892W3J6D) [4**Baileys Tasty Treats Refil 5Kg**Baileys**£12.55**4.8★69 rev](https://www.amazon.co.uk/dp/B0CB6G6CC3) [5**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**£5.04**4.7★166 rev](https://www.amazon.co.uk/dp/B085395P57)
**~~View all top sellers →~~**
### **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**£8.95**102 rev1y ago](https://www.amazon.co.uk/dp/B0DFC7K668) [**Baileys Tasty Treats Refil 5Kg**Baileys**£12.55**69 rev3y ago](https://www.amazon.co.uk/dp/B0CB6G6CC3) [**SPILLERS Horse Treats 2 Pack Apple 1kg and Spearmint 1kg Delicious Treat to Reward Horses and Ponies**SPILLERS**£14.39**81 rev3y ago](https://www.amazon.co.uk/dp/B0C3D83FXW) [**Equine Synergy Movin and Groovin JOINT COOKIES with TURMERIC for Maintaining Optimal Mobility**Equine Synergy**£9.05**59 rev4y ago](https://www.amazon.co.uk/dp/B09R2DGCGD) [**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)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Lincoln Equestrian Tub O Treats 2.5Kg**LINCOLN**£9.69**4.7★**▲ 43%**](https://www.amazon.co.uk/dp/B00Z15FFD6) [**Baileys Tasty Treats Refil 5Kg**Baileys**£12.55**4.8★**▲ 41%**](https://www.amazon.co.uk/dp/B0CB6G6CC3) [**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★**▲ 23%**](https://www.amazon.co.uk/dp/B09L73H5PN) [**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**£5.04**4.7★**▲ 21%**](https://www.amazon.co.uk/dp/B085395P57) [**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**£7.21**4.7★**▲ 19%**](https://www.amazon.co.uk/dp/B01AK09SUW)
**~~View all trending →~~**
## **What buyers say about horse treats**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**30%
*“Great price directly from Amazon”*
**Pet Friendly**25%
*“Horses love them”*
**Taste-Overall**12%
*“Horses seem very enthusiastic about these treats”*
**Advertised Vs Actual Product**11%
*“As advertised”*
**Smell**5%
*“Horses like these and smell nice and minty”*
**Gifting Purpose**5%
*“This was a gift”*
**Freshness**4%
*“fresh and minty”*
**Fun/Entertainment Experience**4%
*“he really enjoys them”*
**Flavor**1%
*“A delicious flavour combination apparently”*
### **What buyers complain about **
**Size-Overall**27%
*“as they are quite big”*
**Smell**20%
*“Received this on 10th January, opened today 22nd January - mouldy and smells awful”*
**Taste-Overall**20%
*“I think it's an enquired taste”*
**Texture/Consistency-Overall**10%
*“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.
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