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Puppy Essentials

Fail

Prices span $4.28–$11.89, mostly outside the sweet spot, so Puppy Essentials is a Fail.

Flapen Score
38
38 / 100
Ranks 786 of 875 Pet Supplies niches · −12 vs the category median of 50
Market size
£62K/yr58K searches / yr
90-day growth
-9.0%search demand this quarter
Competition
82%top-5 click share · 7 brands · 60 sellers

Flapen Score

Puppy Essentials against its category

The dotted line is the Pet Supplies average. Past it, Puppy Essentials is stronger. Inside it, weaker.

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Puppy Essentials market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Puppy Essentials 58K times last year and spent an estimated £62K. The top 5 brands take 93% of clicks. Demand peaks in Aug–Sep–Oct. Flapen scores it 38 out of 100, a Fail.

01 · Demand

14.2% of searches ended in a purchase last week.

Shoppers searched for this 58K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 14.2% of those searches ended in a purchase. Searches in the last 90 days moved -9.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £62K a year.

Searches, last 12 months
58K
Growth, 90 days vs prior 90
-9.0%
Conversion, latest week
14.2%
Market size, estimated
£62Ka year
Peak month
September2.1× the quietest month
Top search term
puppy teething chews20K searches a year

02 · Price

A sale here is worth £7.48.

Listings sell for £7.48 on average, from £4.28 to £11.89. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 750 to 1,000 of them. At £7.48 that is £6K to £7K a year per listing.

Average price
£7.48under the $15 to $100 sweet spot
Price range
£4.28–£11.89
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
750–1,000
Revenue per listing a year
£6K–£7K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

70% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #82 within Health Supplies. It carries 9,219 reviews at 4.35 stars, so a new listing needs social proof before a better product.

Sponsored listings
70%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#82in Health Supplies
Average rating
4.35 starsAmazon United Kingdom average 4.36 stars
Average reviews
9,219per listing
Listings tracked
10

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 52 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
52 months

Products

Top Puppy Essentials 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 82% of clicks. A locked shelf that new listings rarely crack.

£0£9K£19K£28K£37K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 rising

Sellers

60

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

82%

Top 20: 100%

Open market

3%

  • VETIQ63%
  • N-Bone10%
  • Nylabone10%
  • WHIMZEES6%
  • Pawaboo4%
  • Rosewood3%
  • Open — no brand owns it (1 brand, 3%)

Demand

Puppy Essentials search demand

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

3K2KSpike '25SepDecMarJunAugNovMarMay

Peak months: Aug, Sep, Oct · busiest ÷ quietest = 2.1×

Search terms

Top Puppy Essentials search terms shoppers use

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

  • puppy teething chews20K/yr
  • puppy teething gel13K/yr
  • puppy teething toys freezable8K/yr
  • puppy teething ring4K/yr
  • dog teething5K/yr
  • dog teething gel4K/yr
  • teething gel for puppies4K/yr

Reviews and returns

What reviews say buyers love and hate about Puppy Essentials

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

Complain

Durability26%−0.18

Not durable as stated

Doesn't last

Not very durable

Functionality-Overall14%−0.08

Im not sure if it actually makes any difference

Didnt seem to work

Not sure this is effective

Value For Money13%−0.05

quite expensive

Not worth the money

Waste of money

Size-Overall12%−0.04

Much smaller than you might think

my only concern is with them being so small

Tiny chews never a medium size 2 of that

Ease Of Chewing/Swallowing5%+0.80

Chew dticks

it seems every chew i looked at for him wasn't suitable for his age

Love

Pet Friendly35%

My puppys love these

Good for puppy

Puppy loves it

Soothing/Teething13%+0.93

Helps with Teething

Great for a teething pup

Amazing for teething dogs

Ease Of Chewing/Swallowing12%+0.80

it helps with redirecting away from things we don't want chewed

Puppy loves them 🐶 Very happy with these chews

Decent chews

Size-Overall5%−0.04

Great size for small dogs

Great for small puppy's

Good puppy size

Durability5%−0.18

Very durable and a good size

it certainly achieved its main purpose while it lasted

Long lasting

Return

0.1% Return rate 53% Fixable by listing

Size-Overall36%▁█▃▃▅▃

Much smaller than you might think

my only concern is with them being so small

Tiny chews never a medium size 2 of that

Defective Material/Parts9%
Value For Money9%▁▁▁█▁▁

quite expensive

Not worth the money

Waste of money

Functionality-Overall8%▁▁█▁▄▁

Im not sure if it actually makes any difference

Didnt seem to work

Not sure this is effective

Durability6%▁▁█▁▇▁

Not durable as stated

Doesn't last

Not very durable

FAQ

Common Puppy Essentials questions

Answered from the same tracked data.