natural dog treats
Skip itBrand-locked demand (top 5 brands take 96% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible15.6%search→purchase rate — share of searches ending in a sale
Competition
Good40%top-5 click share — leaders hold, buyers still browse
Review moat
Good1,191.47avg incumbent reviews — the moat a new listing must climb
Price range
Good£1.17–£28.86cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Bad£82K£82K/yr · 91K searches
Growth
Bad-9.8%90-day search growth — must beat 0% to launch
Avg price
Bad£5.76avg listing price — sweet spot $15–$100
Brand share
Bad96%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, natural dog treats is a £82K/yr Amazon United Kingdom market (91K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Sep–Oct–Nov–Dec. Verdict: Skip it — 49/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
natural dog treats market data
- Units sold / yr
- 15K–20K
- avg 250–500/product
- Revenue / yr
- £86K–£115K
- units × avg price
- Conversion rate
- 15.6%
- Avg BSR
- #138
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 92%
- Out of stock
- 8.5%
- Avg brand age
- 55 months
- Avg seller age
- 170 days
Competition & brand share
The top 5 products take 40% of clicks — established leaders, but buyers still shop beyond them.Brands
10 flat
Sellers
43
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
40%
Top 20: 88%
Open market
3%
- Hollings87%
- Hungry Pets5%
- Dudley's2%
- UPRAW2%
- Pets Purest1%
- PAWLICIOUS1%
- Open — no brand owns it (4 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -9.8% search growth over the last 90 days.Peak months: Sep, Oct, Nov, Dec · busiest ÷ quietest = 2.6×
Top natural dog treats search terms
- hollings dog treats40K/yr
- raw dog treats19K/yr
- hollings15K/yr
- natural dog treats for large dogs12K/yr
- air dried dog treats4K/yr
Top natural dog treats 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Hollings Gourmet Beef & Wild Boar Pudding Sausages Dog Treats Delicious Nutritious Air Dried Chews for Adult Dogs 100% Gluten Free & Made with Natural Ingredients (70g)
Hollings£2.054.7★79 rev
Hollings Pig Ear Strips Dog Treats 100% Natural Air Dried Long Lasting Chews for Adult Dogs Grain Free & High in Protein (150g)
Hollings£2.294.6★799 rev
Hollings Sprats 100g
Hollings£2.694.6★5,725 rev
Hollings Gourmet Pork & Black Pudding Sausages Dog Treats Delicious Nutritious Air Dried Chews for Adult Dogs 100% Gluten Free & Made with Natural Ingredients (70g)
Hollings£1.914.8★49 rev
Hollings Chicken Feet Dog Treats 100% Natural & Crunchy Treats for Adult Dogs Grain Free & High in Protein (100g)
Hollings£2.174.5★1,332 rev
Newest
by launch dateHollings Gourmet Beef & Wild Boar Pudding Sausages Dog Treats Delicious Nutritious Air Dried Chews for Adult Dogs 100% Gluten Free & Made with Natural Ingredients (70g)
Hollings£2.0579 rev
Hollings Gourmet Pork & Black Pudding Sausages Dog Treats Delicious Nutritious Air Dried Chews for Adult Dogs 100% Gluten Free & Made with Natural Ingredients (70g)
Hollings£1.9149 rev
UPRAW Natural Dog Training Treats in bulk 1kg 100% Pure Meat Training Cubes - Natural Hypoallergenic - Grain Free - No additives or Preservatives. (1kg Beef)
UPRAW£18.1139 rev
Natural Dog Treat Box Rabbit Chicken Pork Duck 50 Pieces
Hungry Pets£15.49517 rev
PAWLICIOUS Rabbit Ears with Fur for Dogs 200g 100% Natural Air-Dried Treat Chew for Dog Puppy & Senior Healthy & Hypoallergenic Dog Food Grain & Gluten Free Pet Treats
PAWLICIOUS£6.58396 rev
Trending
90-day click momentum
Dudleys 100% Natural Doggy Treat & Chew Box for Dogs | Delicious Healthy Long Lasting Dog Treats | Grain Gluten & Lactose Free
Dudley's£16.994.2★
Hollings Gourmet Beef & Wild Boar Pudding Sausages Dog Treats Delicious Nutritious Air Dried Chews for Adult Dogs 100% Gluten Free & Made with Natural Ingredients (70g)
Hollings£2.054.7★
Hollings Gourmet Pork & Black Pudding Sausages Dog Treats Delicious Nutritious Air Dried Chews for Adult Dogs 100% Gluten Free & Made with Natural Ingredients (70g)
Hollings£1.914.8★
UPRAW Natural Dog Training Treats in bulk 1kg 100% Pure Meat Training Cubes - Natural Hypoallergenic - Grain Free - No additives or Preservatives. (1kg Beef)
UPRAW£18.114.4★
Hollings Sausages with Venison Dog Treats Delicious Nutritious Air Dried Chews for Adult Dogs Made with Natural Ingredients (3-Pack)
Hollings£2.054.4★
What buyers say about natural dog treats
What buyers praise and complain about, mined from review topics.What buyers love
“Dog approved”
“Excellent value”
“Good variety”
“clearly taste great”
“Good natural chew”
“they are all consistently sized”
“Smell yummy”
“This is a perfect treat as theyre durable”
“GOOD INGREDIENTS”
“Full of flavour”
What buyers complain about
“Awful chemical smell”
“Not fit for purpose”
“Very disappointed as for the price”
“Very poor quality”
“DANGEROUS TO INGEST”
“Description very misleading”
“- Its quite hard”
“So so horrible - worst of any dog chew weve tried”
“so I broke a couple in half”
“The bones were also very dry”
Common questions
- Is natural dog treats profitable to sell on Amazon United Kingdom?
- The niche generates £82K/yr across 36 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -9.8%. Flapen's verdict: Skip it (49/100).
- How competitive is the natural dog treats niche?
- 10 brands and 43 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 96% of demand.
- What do buyers complain about in natural dog treats?
- Top complaints mined from reviews: Smell, Size-Overall, Value For Money. The return rate is 0.0%.
- When does demand for natural dog treats peak?
- Demand peaks in Sep–Oct–Nov–Dec; the busiest month runs 2.6× the quietest.
- What does it cost to enter the natural dog treats niche?
- Listings span £1.17–£28.86; the average listing price is £5.76 (sweet spot $15–$100). The average incumbent carries 1,191 reviews — the moat a new listing must climb.