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Jml Dog Toys

Fail

Demand is soft, at -62.4% this quarter, so Jml Dog Toys is a Fail.

Flapen Score
29
29 / 100
Ranks 860 of 875 Pet Supplies niches · −21 vs the category median of 50
Market size
£11K/yr17K searches / yr
90-day growth
-62.4%search demand this quarter
Competition
100%top-5 click share · 3 brands · 8 sellers

Flapen Score

Jml Dog Toys against its category

The dotted line is the Pet Supplies average. Past it, Jml Dog Toys is stronger. Inside it, weaker.

29Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Jml Dog Toys market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Jml Dog Toys 17K times last year and spent an estimated £11K. All 3 brands take every click. Flapen scores it 29 out of 100, a Fail.

01 · Demand

6.1% of searches ended in a purchase last week.

Shoppers searched for this 17K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 6.1% of those searches ended in a purchase. Searches in the last 90 days moved -62.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £11K a year.

Searches, last 12 months
17K
Growth, 90 days vs prior 90
-62.4%
Conversion, latest week
6.1%
Market size, estimated
£11Ka year
Top search term
jml dog toys10K searches a year

02 · Price

A sale here is worth £10.99.

Listings sell for £10.99 on average, from £9.56 to £12.40. Amazon reports units sold in ranges. This niche sold 1K to 2K a year. The average listing sells 100 to 250 of them. At £10.99 that is £1K to £3K a year per listing.

Average price
£10.99under the $15 to $100 sweet spot
Price range
£9.56–£12.40
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
1K–2K
Units per listing a year
100–250
Revenue per listing a year
£1K–£3K
Returns
1.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

33% of listings pay for placement with sponsored ads. 67% ship with Prime. On an average day, 28.6% of listings are out of stock. The average listing ranks #38 within Toys. It carries 29,866 reviews at 3.87 stars, so a new listing needs social proof before a better product.

Sponsored listings
33%
Prime listings
67%
Out of stock, average day
28.6%
Average rank
#38in Toys
Average rating
3.87 starsAmazon United Kingdom average 4.36 stars
Average reviews
29,866per listing
Listings tracked
3

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 41 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
41 months

Products

Top Jml Dog Toys products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 100% of clicks. A locked shelf that new listings rarely crack.

£0£2K£4K£7K£9K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 flat

Sellers

8

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

100%

Top 20: 100%

Open market

0%

  • JML63%
  • Wobble Wag Giggle24%
  • Audasi13%

Demand

Jml Dog Toys search demand

Weekly searches over the year. Pick a range.

12080Spike '26Mar '26Mar '26Apr '26May '26May '26Jun '26Jul '26

Reviews and returns

What reviews say buyers love and hate about Jml Dog Toys

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Durability29%−0.26

Doesn't last a minute

ours ended up getting a crack in it after a week

Doesn't last

Quality-Overall19%−0.20

Bad quality garment

Cheap made

Bad quality

Battery Life10%+0.12

batteries ran out quickly

Only had 1 set of batteries in it

Battery life is not long

Functionality-Overall6%−0.06

made no difference

I bought 2 and neither work

gave up working

Weight Heavy5%−0.02

Heavy for a small dog

Too big and heavy for my chihuahua, good toy otherwise

Love

Fun/Entertainment Experience42%+2.44

Fun toy

Good fun

Entertaining toy

Pet Friendly29%

The dog absolutely loves this

toy my dog Loves

Dog loves it

Value For Money6%+0.37

Money well spent

Very good value

worth the money

Durability6%−0.26

So far it seems very durable

Great, durable item for overactive Frenchie

Its stayed in one piece for over a month

Strength4%+0.33

Robust

Strong toy for chewy dog

Really robust the dog loves it will buy again

Return

1.1% Return rate 37% Fixable by listing

Size-Overall33%▃▃█▇█▇
Functionality-Overall29%█▇▆▇▃▅

made no difference

I bought 2 and neither work

gave up working

Durability13%█▇▁▄▁▃

Doesn't last a minute

ours ended up getting a crack in it after a week

Doesn't last

Defective Material/Parts10%▄██▁▆▅

Had to return no screw head so could not put batteries in it

Hard Feel4%▂▁▄▁▁█

My only thing I could say negative is that it's a bit hard

FAQ

Common Jml Dog Toys questions

Answered from the same tracked data.