Skip to content

Kitten Food

Maybe

Returns run at only 0.1% of orders. But the top 5 brands take 91% of clicks, so Kitten Food is a Maybe.

Flapen Score
60
60 / 100
Top 12% of 875 Pet Supplies niches · +10 vs the category median of 50
Market size
£1.9M/yr1.4M searches / yr
90-day growth
+23.6%search demand this quarter
Competition
60%top-5 click share · 12 brands · 134 sellers

Flapen Score

Kitten Food against its category

The dotted line is the Pet Supplies average. Past it, Kitten Food is stronger. Inside it, weaker.

60Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Kitten Food market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Kitten Food 1.4M times last year and spent an estimated £1.9M. The top 5 brands take 91% of clicks. Demand peaks in Sep. Flapen scores it 60 out of 100, a Maybe.

01 · Demand

11.5% of searches ended in a purchase last week.

Shoppers searched for this 1.4M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 11.5% of those searches ended in a purchase. Searches in the last 90 days moved +23.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.9M a year.

Searches, last 12 months
1.4M
Growth, 90 days vs prior 90
+23.6%
Conversion, latest week
11.5%
Market size, estimated
£1.9Ma year
Peak month
September1.7× the quietest month
Top search term
kitten food633K searches a year

02 · Price

A sale here is worth £12.07.

Listings sell for £12.07 on average, from £2.17 to £23.42. Amazon reports units sold in ranges. This niche sold 150K to 200K a year. The average listing sells 6,000 to 8,000 of them. At £12.07 that is £72K to £97K a year per listing.

Average price
£12.07under the $15 to $100 sweet spot
Price range
£2.17–£23.42
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
150K–200K
Units per listing a year
6,000–8,000
Revenue per listing a year
£72K–£97K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

76% of listings pay for placement with sponsored ads. 96% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #79 within Cats. It carries 1,701 reviews at 4.57 stars, so a new listing needs social proof before a better product.

Sponsored listings
76%
Prime listings
96%
Out of stock, average day
0.0%
Average rank
#79in Cats
Average rating
4.57 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,701per listing
Listings tracked
25

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 49 months on average, so the names here are settling in.

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

Products

Top Kitten Food 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 60% of clicks. Leaders hold, but buyers still shop past them.

£0£97K£195K£292K£389K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

12 rising

Sellers

134

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

60%

Top 20: 96%

Open market

6%

  • Felix35%
  • whiskas30%
  • Sheba11%
  • Amazon9%
  • IAMS7%
  • PURINA ONE3%
  • Open — no brand owns it (6 brands, 6%)

Demand

Kitten Food search demand

Weekly searches over the year, seasonality beneath. Pick a range.

35K25KBlack Friday '24Prime Day '25Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Sep · busiest ÷ quietest = 1.7×

Search terms

Top Kitten Food search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • kitten food633K/yr
  • kitten food wet153K/yr
  • kitten wet food95K/yr
  • whiskas kitten wet food87K/yr
  • felix kitten food77K/yr
  • wet kitten food50K/yr
  • sheba kitten food51K/yr
  • whiskas kitten33K/yr
  • whiskers kitten food18K/yr
  • felix kitten28K/yr

Reviews and returns

What reviews say buyers love and hate about Kitten Food

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

Complain

Indigestion16%−0.11

Vomit and diarrhoea

Made the cats vomit

My cat had bad tummy after having this - being eating this brand for 7 years now

Smell14%−0.05

smelly

the food smells foul

the product itself smelled disgusting so the smell from the litter was pretty much the same

Value For Money9%+1.65

Cat food is so expensive

Expensive,

Overall, not the best for the price

Quality-Overall6%+0.15

Poor quality

Not a good quality product for cats

Not the best quality wet food

Flavor5%

the lamb flavour was partially finished. unusual for one of them to not finish a meal

can't personally speak to its flavour

It is limited on flavours

Love

Pet Friendly34%

Cats love it

Animals love it

Cat approved

Value For Money31%+1.65

Value for money

Excellent value

Excellent price

Quality-Overall11%+0.15

Good quality box to keep them in

good quality food

Brilliant quality

Taste-Overall5%+0.15

they love the taste

Great food

My cat really likes this food

Flavor3%

best flavour

a wide variety of flavour options

Good variety of flavours

FAQ

Common Kitten Food questions

Answered from the same tracked data.