Is kong paste profitable to sell on Amazon United Kingdom?

The niche generates £114K/yr across 17 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -27.4%. Flapen's verdict: Skip it (42/100).

How competitive is the kong paste niche?

6 brands and 33 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 99% of demand.

What do buyers complain about in kong paste?

Top complaints mined from reviews: Ease Of Use, Indigestion, Size-Overall. The return rate is 0.0%.

When does demand for kong paste peak?

Demand is steady year-round — the busiest month runs 1.5× the quietest.

What does it cost to enter the kong paste niche?

Listings span £2.03–£19.53; the average listing price is £8.45 (sweet spot $15–$100). The average incumbent carries 1,702 reviews — the moat a new listing must climb.

kong paste

Skip it

Brand-locked demand (top 5 brands take 99% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible13.6%

search→purchase rate — share of searches ending in a sale

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Review moat

Okay1,702.41

avg incumbent reviews — the moat a new listing must climb

Market size

Okay£114K

£114K/yr · 99K searches

Price range

Okay£2.03–£19.53

cheapest to priciest tracked listing — scored on the share inside $15–$100

Competition

Bad70%

top-5 click share — a locked-up shelf

Avg price

Bad£8.45

avg listing price — sweet spot $15–$100

Growth

Bad-27.4%

90-day search growth — must beat 0% to launch

Brand share

Bad99%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, kong paste is a £114K/yr Amazon United Kingdom market (99K searches/yr). The top 5 brands hold 99% of demand. Verdict: Skip it — 42/100.

Data updated Jul 28, 2026 · scored weekly · How we score niches

kong paste market data

Units sold / yr: 8K–10K; avg 100–250/product
Revenue / yr: £68K–£85K; units × avg price
Conversion rate: 13.6%
Avg BSR: #259
Page quality: 0%
Prime: 88%
Sponsored: 88%
Out of stock: 12.2%
Avg brand age: 28 months
Avg seller age: 175 days

Competition & brand share

The top 5 products capture 70% of clicks — a locked-up shelf that new listings rarely crack.

Brands

6 falling

Sellers

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

70%

Top 20: 100%

Open market

KONG81%
Duerr's11%
Yipetor4%
PACK'N PRIDE2%
PetPäl1%
BUGALUGS1%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 89 weeks — -27.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.5×

Open Trend

Top kong paste search terms

kong filler14K/yr +44.5%12.2% conv.
kong treats12K/yr -28.8%11.0% conv.
dog lick toy12K/yr -38.9%1.5% conv.
kong paste10K/yr -44.0%16.0% conv.
dog lick5K/yr -15.7%2.1% conv.
kong easy treat7K/yr -25.8%16.4% conv.
kong fillers for dogs6K/yr -17.2%11.9% conv.
licky bowl for dogs6K/yr -16.2%0.4% conv.
kong puppy paste5K/yr -20.3%14.4% conv.
kong paste for dogs4K/yr -30.5%19.5% conv.

All search terms

Top kong paste 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 17 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

KONG Easy Treat No-Mess Paste Liver 236ml

KONG£7.774.4★1,248 rev

KONG Easy Treat No-Mess Paste Peanut Butter 236ml

KONG£7.894.3★7,502 rev

KONG Puppy Easy Treat No-Mess Paste Peanut Butter 236ml

KONG£7.794.3★2,797 rev

KONG - Easy Treat - Dog Treat Paste - 8 ounce - Cheddar Cheese

KONG£8.424.4★1,198 rev

Peamutt Squeezy Peanut Butter Dog Treat 320g - Natural Dog Treat High Protein No Added Salt Sugar or Palm Oil Smooth Texture for Licki Mats & Stuffed Toys Healthy Snack for All Dog Breeds

Duerr's£2.294.3★318 rev

Newest

by launch date

KONG Single Fill & Freeze Tray Easy Mess-Free KONG Toy Filler with Silicone Holder for Classic Puppy Extreme & Senior Sizes Perfect for Chilled Enrichment & Treat Prep

KONG£6.743 rev

4mo ago

Peamutt Squeezy Peanut Butter Dog Treat 320g - Natural Dog Treat High Protein No Added Salt Sugar or Palm Oil Smooth Texture for Licki Mats & Stuffed Toys Healthy Snack for All Dog Breeds

Duerr's£2.29318 rev

9mo ago

Yipetor Slow Feeder Dog Bowl for Liquid Treat Anti-SlipEntertained Ball-in Bone Broth Dog Lick Bowl 3/4 Cup Yogurt Pup Lick Toy for Large Medium Small Breeds Dietary Supplement/Post-op Nutrition

Yipetor£14.681,412 rev

10mo ago

PACKN PRIDE Liver Paste Dog Treats Chicken and Peanut Butter Flavour Lick Paste Rich in Nutrients Portable Ideal Training Reward Comply with Lick Mat

PACK'N PRIDE£8.59122 rev

1y ago

KONG - Kong Fill Or Freeze Tray 35X13 5X7Cm

KONG£10.1728 rev

2y ago

What buyers say about kong paste

What buyers praise and complain about, mined from review topics.

What buyers love

Pet Friendly44%

“Dogs happy”

Ease Of Use8%

“A really handy”

Value For Money8%

“Good value”

Quality-Overall6%

“good-quality peanut butter”

Taste-Overall4%

“My dog absolutely loves the taste”

Texture/Consistency-Overall3%

“Nice consistency”

Fun/Entertainment Experience3%

“It keeps him occupied for a good amount of time”

Safety Standards3%

“NOW SAFE FOR DOGS”

Advertised Vs Actual Product2%

“Does exactly what it says it should”

Durability2%

“durable”

What buyers complain about

Ease Of Use11%

“Difficult to use”

Indigestion10%

“Too rich cause my dog to have diarrhea”

Size-Overall9%

“Not fit for purpose”

Value For Money8%

“The only downside us that there is not a lot of product for the price”

Texture/Consistency-Overall7%

“The consistency is quite runny”

Durability6%

“tear the thing to pieces”

Ingredients-Overall6%

“It contains palm oil which dogs cannot have”

Smell6%

“I hate the smell of peanuts”

Functionality-Overall4%

“It didnt work”

Quality-Overall3%

“Poor quality”

Top return reasons

Size-Overall40%

Functionality-Overall10%

Escape Proof7%

Defective Material/Parts5%

Quality-Overall5%

Advertised Vs Actual Product3%

Grip3%

Product Condition3%

Ease Of Cleaning3%

Value For Money3%

Common questions

Is kong paste profitable to sell on Amazon United Kingdom?: The niche generates £114K/yr across 17 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -27.4%. Flapen's verdict: Skip it (42/100).
How competitive is the kong paste niche?: 6 brands and 33 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 99% of demand.
What do buyers complain about in kong paste?: Top complaints mined from reviews: Ease Of Use, Indigestion, Size-Overall. The return rate is 0.0%.
When does demand for kong paste peak?: Demand is steady year-round — the busiest month runs 1.5× the quietest.
What does it cost to enter the kong paste niche?: Listings span £2.03–£19.53; the average listing price is £8.45 (sweet spot $15–$100). The average incumbent carries 1,702 reviews — the moat a new listing must climb.