How competitive is the Kong Paste niche on Amazon United Kingdom?

6 brands and 33 sellers compete in Kong Paste on Amazon United Kingdom. The top 5 Kong Paste products take 70% of clicks and its top 5 brands hold 99% of demand.

What do buyers complain about in Kong Paste?

Kong Paste buyers on Amazon United Kingdom complain most about Ease Of Use, Indigestion, Size-Overall, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Kong Paste niche?

Kong Paste sells for £8.45 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £2.03–£19.53. The average incumbent carries 1,702 reviews — the moat a new listing must climb.

Kong Paste

brand-locked demand (top 5 brands take 99% of clicks) — Kong Paste doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Kong Paste profitable on Amazon?

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.

Kong Paste: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -27.4% over the last 90 days and 13.6% of searches end in a purchase.

£114K

revenue / yr

Units sold / yr10K

Search volume / yr-27.4%99K

Conversion rate13.6%

Avg price£8.45

Who owns the niche?

The top 5 brands hold 99% of demand, so 1% of the market is open.

open market share

Brands · sellers6 · 33

Top-5 product click share70%

Open market1%

Avg brand age28 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.3★ — the gap to enter on.

0/100

page quality · 17 products

Top Kong Paste products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

KONG Easy Treat No-Mess Paste Liver 236ml

Price: £7.77
Rating: 4.4/5
Reviews: 1,248
Age: 19y ago

KONG Easy Treat No-Mess Paste Peanut Butter 236ml

Price: £7.89
Rating: 4.3/5
Reviews: 7,502
Age: 19y ago

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

Price: £7.79
Rating: 4.3/5
Reviews: 2,797
Age: 19y ago

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

Price: £8.42
Rating: 4.4/5
Reviews: 1,198
Age: 10y 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

Price: £2.29
Rating: 4.3/5
Reviews: 318
Age: 9mo ago

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

Price: £6.74
Rating: 3.8/5
Reviews: 3
Age: 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

Price: £2.29
Rating: 4.3/5
Reviews: 318
Age: 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

Price: £14.68
Rating: 4.1/5
Reviews: 1,412
Age: 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

Price: £8.59
Rating: 4.3/5
Reviews: 122
Age: 1y ago

KONG - Kong Fill Or Freeze Tray 35X13 5X7Cm

Price: £10.17
Rating: 4.1/5
Reviews: 28
Age: 2y ago

Competition: brands, sellers & click share

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

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

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%)

Kong Paste demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume99KCVR13.6%Products17Brands6Top 5 Brands99%OOS Rate12.2%Rating4.3★Reviews1,702Avg BSR#259

No pronounced peak months · busiest ÷ quietest = 1.5×

Top Kong Paste search terms shoppers use

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

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.

What reviews say buyers love and hate about Kong Paste

What buyers mention most, as a share of all reviews.

What buyers love

82% of reviews

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”

What buyers complain about

71% of reviews

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”

Kong Paste return rate & reasons

Why buyers send it back, as a share of all return requests.

0.0%

Return rate

52%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

40%

2Functionality-Overall

10%

3Escape Proof

4Defective Material/Parts

5Quality-Overall

Common Kong Paste questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Kong Paste 42/100 on Amazon United Kingdom — Skip it. The niche generates £114K/yr across 17 tracked products. 2 of 3 products launched in the last 360 days are still selling. Search demand moved -27.4% over the last 90 days.