---
title: "Kong Paste — £114K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/pet-supplies/kong-paste"
last_updated: "2026-07-31T12:03:17.388Z"
locale: en
meta:
description: "Niche score 42/100 · £114K/yr market · 99K searches/yr · £8.45 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £114K/yr market · 99K searches/yr · £8.45 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Kong Paste — £114K/yr Amazon UK Niche (2026) - Flapen"
---
# **kong paste**
**Skip it**
Brand-locked demand (top 5 brands take 99% of clicks) — this niche doesn't clear our bar today.
Market size 27Growth 11Conversion 96Competition 25Returns 100Price range 26Avg price 23Brand share 3Review moat 48Quality gap 76
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****13.6%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Okay****1,702.41**
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**
**Bad****70%**
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**
**Bad****99%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**33**
**Top-5 brand share**
**99%**
Top 20: 100%
**Top-5 click share**
**70%**
Top 20: 100%
**Open market**
**0%**
- 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.
2K1KHoliday '24Spike '25Spike '26Prime Day '26 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/pet-supplies/kong-paste/trend)
## **Top kong paste search terms**
- **kong filler**14K/yr+44.5%12.2% conv. - **kong treats**12K/yr-28.8%11.0% conv. - **dog lick toy**12K/yr-38.9%1.5% conv. - **kong paste**10K/yr-44.0%16.0% conv. - **dog lick**5K/yr-15.7%2.1% conv. - **kong easy treat**7K/yr-25.8%16.4% conv. - **kong fillers for dogs**6K/yr-17.2%11.9% conv. - **licky bowl for dogs**6K/yr-16.2%0.4% conv. - **kong puppy paste**5K/yr-20.3%14.4% conv. - **kong paste for dogs**4K/yr-30.5%19.5% conv. [**All search terms **](https://flapen.com/research/uk/pet-supplies/kong-paste/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.
0%10%£11K20%£23K30%£34K40%£45K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**KONG Easy Treat No-Mess Paste Liver 236ml**KONG**£7.77**4.4★1,248 rev](https://www.amazon.co.uk/dp/B00008DFK5) [2**KONG Easy Treat No-Mess Paste Peanut Butter 236ml**KONG**£7.89**4.3★7,502 rev](https://www.amazon.co.uk/dp/B0000AH3UC) [3**KONG Puppy Easy Treat No-Mess Paste Peanut Butter 236ml**KONG**£7.79**4.3★2,797 rev](https://www.amazon.co.uk/dp/B0009YD7P2) [4**KONG - Easy Treat - Dog Treat Paste - 8 ounce - Cheddar Cheese**KONG**£8.42**4.4★1,198 rev](https://www.amazon.co.uk/dp/B01ENMD2RI) [5**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**£2.29**4.3★318 rev](https://www.amazon.co.uk/dp/B0FWS1FHZ3)
**~~View all top sellers →~~**
### **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**£6.74**3 rev4mo ago](https://www.amazon.co.uk/dp/B0F1NJ2G87) [**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**£2.29**318 rev9mo ago](https://www.amazon.co.uk/dp/B0FWS1FHZ3) [**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**£14.68**1,412 rev10mo ago](https://www.amazon.co.uk/dp/B0FQC9JN15) [**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**£8.59**122 rev1y ago](https://www.amazon.co.uk/dp/B0DRC8F5V9) [**KONG - Kong Fill Or Freeze Tray 35X13 5X7Cm**KONG**£10.17**28 rev2y ago](https://www.amazon.co.uk/dp/B0CC6QYXZZ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£6.74**3.8★**▲ 206%**](https://www.amazon.co.uk/dp/B0F1NJ2G87) [**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**£2.29**4.3★**▲ 94%**](https://www.amazon.co.uk/dp/B0FWS1FHZ3) [**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**£14.68**4.1★**▲ 77%**](https://www.amazon.co.uk/dp/B0FQC9JN15) [**KONG Snacks Bacon & Cheese Biscuits For Small-Medium KONG Toys**KONG**£6.94**4.4★**▲ 67%**](https://www.amazon.co.uk/dp/B009MKCJLM) [**KONG Easy Treat No-Mess Paste Liver 236ml**KONG**£7.77**4.4★**▲ 42%**](https://www.amazon.co.uk/dp/B00008DFK5)
**~~View all trending →~~**
## **What buyers say about kong paste**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Pet Friendly**44%
*“Dogs happy”*
**Ease Of Use**8%
*“A really handy”*
**Value For Money**8%
*“Good value”*
**Quality-Overall**6%
*“good-quality peanut butter”*
**Taste-Overall**4%
*“My dog absolutely loves the taste”*
**Texture/Consistency-Overall**3%
*“Nice consistency”*
**Fun/Entertainment Experience**3%
*“It keeps him occupied for a good amount of time”*
**Safety Standards**3%
*“NOW SAFE FOR DOGS”*
**Advertised Vs Actual Product**2%
*“Does exactly what it says it should”*
**Durability**2%
*“durable”*
### **What buyers complain about **
**Ease Of Use**11%
*“Difficult to use”*
**Indigestion**10%
*“Too rich cause my dog to have diarrhea”*
**Size-Overall**9%
*“Not fit for purpose”*
**Value For Money**8%
*“The only downside us that there is not a lot of product for the price”*
**Texture/Consistency-Overall**7%
*“The consistency is quite runny”*
**Durability**6%
*“tear the thing to pieces”*
**Ingredients-Overall**6%
*“It contains palm oil which dogs cannot have”*
**Smell**6%
*“I hate the smell of peanuts”*
**Functionality-Overall**4%
*“It didnt work”*
**Quality-Overall**3%
*“Poor quality”*
### **Top return reasons **
**Size-Overall**40%
**Functionality-Overall**10%
**Escape Proof**7%
**Defective Material/Parts**5%
**Quality-Overall**5%
**Advertised Vs Actual Product**3%
**Grip**3%
**Product Condition**3%
**Ease Of Cleaning**3%
**Value For Money**3%
## **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.
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