Puppy Food
MaybeAn estimated 0.1% of orders come back. But demand is soft, at -10.9% this quarter, so Puppy Food is a Maybe.
- Flapen Score
- 63 / 100Top 7% of 875 Pet Supplies niches · +13 vs the category median of 5063
- Market size
- £994K/yr831K searches / yr
- 90-day growth
- -10.9%search demand this quarter
- Competition
- 40%top-5 click share · 17 brands · 188 sellers
Flapen Score
Puppy Food against its category
The dotted line is the Pet Supplies average. Past it, Puppy Food is stronger. Inside it, weaker.
Market
The Puppy Food market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Puppy Food 831K times last year and spent an estimated £994K. The top 5 brands take 66% of clicks. Flapen scores it 63 out of 100, a Maybe.
01 · Demand
An estimated 9.8% of those searches ended in a purchase.
Shoppers searched for this 831K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 9.8% of those searches ended in a purchase. Searches in the last 90 days moved -10.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £994K a year.
- Searches, last 12 months
- 831K
- Growth, 90 days vs prior 90
- -10.9%
- Conversion, latest week
- 9.8%
- Market size, estimated
- £994Ka year
- Peak month
- February1.2× the quietest month
- Top search term
- puppy food282K searches a year
02 · Price
A sale here is worth £12.19.
Listings sell for £12.19 on average, from £2.62 to £30.21. Amazon reports units sold in ranges. This niche sold 80K to 100K a year. The average listing sells 1,500 to 2,000 of them. At £12.19 that is £18K to £24K a year per listing.
- Average price
- £12.19under the $15 to $100 sweet spot
- Price range
- £2.62–£30.21
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 80K–100K
- Units per listing a year
- 1,500–2,000
- Revenue per listing a year
- £18K–£24K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
63% of listings pay for placement with sponsored ads. 95% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #145 within Food. It carries 840 reviews at 4.54 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 63%
- Prime listings
- 95%
- Out of stock, average day
- 0.0%
- Average rank
- #145in Food
- Average rating
- 4.54 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 840per listing
- Listings tracked
- 41
04 · Newcomers
Brands here are established.
The brands on the shelf have sold for 77 months on average, so the names here are established.
- Launched, last 12 months
- 0
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 77 months
Products
Top Puppy Food products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 28, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
PEDIGREE Puppy Dog Food Pouches Chunks in Jelly 40 x 100g Multipack Four Flavours (with Beef & Liver Chicken Lamb & Liver and Poultry)
- Price
- £10.85
- Rating
- 4.7/5
- Reviews
- 537
- Age
- 1y ago

Harringtons Complete Dry Puppy Food Turkey & Rice 10kg
- Price
- £17.24
- Rating
- 4.6/5
- Reviews
- 5,162
- Age
- 13y ago

IAMS Puppy Small Medium Complete Dry Dog Food Chicken 3kg - For Healthy Growth
- Price
- £7.44
- Rating
- 4.6/5
- Reviews
- 2,557
- Age
- 16y ago

by Amazon Complete Wet Food for Puppies Meaty Selection in Jelly 1.2 kg (12 pouches of 100g)
- Price
- £2.62
- Rating
- 4.4/5
- Reviews
- 462
- Age
- 1y ago

Wagg Puppy Food Complete Dry Mix 12 kg
- Price
- £14.27
- Rating
- 4.6/5
- Reviews
- 2,196
- Age
- 16y ago
Trending
estimated 90-day click momentum
Butchers Complete Wet Can Puppy Food Puppy Perfect Pack 6x400g
- Price
- £4.48
- Rating
- 4.4/5
- Reviews
- 276
- Age
- 7y ago

Scrumbles Natural Gluten-Free Dog Dry Food With Fresh Chicken For Puppies And Adult Toy Breeds 2 Kg
- Price
- £7.64
- Rating
- 4.5/5
- Reviews
- 859
- Age
- 7y ago

Dr John Puppy Dry Dog Food 10kg High Protein Chicken Puppy Food with Omega 3 for Brain Development Complete Nutrition for Working & Active Breed Puppies from Weaning
- Price
- £20.57
- Rating
- 4.5/5
- Reviews
- 2,489
- Age
- 11y ago

by Amazon Complete Wet Food for Puppies Meaty Selection in Jelly 1.2 kg (12 pouches of 100g)
- Price
- £2.62
- Rating
- 4.4/5
- Reviews
- 462
- Age
- 1y ago

IAMS Puppy Small Medium Dry Dog Food Chicken 12kg
- Price
- £21.93
- Rating
- 4.6/5
- Reviews
- 2,085
- Age
- 13y ago
Newest
by launch date
by Amazon Complete Wet Food for Puppies Meaty Selection in Jelly 1.2 kg (12 pouches of 100g)
- Price
- £2.62
- Rating
- 4.4/5
- Reviews
- 462
- Age
- 1y ago

PEDIGREE Puppy Dog Food Pouches Chunks in Jelly 40 x 100g Multipack Four Flavours (with Beef & Liver Chicken Lamb & Liver and Poultry)
- Price
- £10.85
- Rating
- 4.7/5
- Reviews
- 537
- Age
- 1y ago

James Wellbeloved Dog Puppy Hypoallergenic Dry Food Turkey and Rice 2 kg
- Price
- £7.28
- Rating
- 4.7/5
- Reviews
- 237
- Age
- 1y ago

James Wellbeloved Dog Puppy Hypoallergenic Dry Food Lamb and Rice 2 kg
- Price
- £7.06
- Rating
- 4.6/5
- Reviews
- 98
- Age
- 1y ago

James Wellbeloved Grain Free Puppy Dog Food with Turkey Lamb and Chicken in Gravy Pouch 48 x 90 g
- Price
- £21.65
- Rating
- 4.7/5
- Reviews
- 147
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 40% of clicks, no more. An open shelf where new products get seen.
Brands
17 falling
Sellers
188
Est. top-5 brand share
66%
Top 20: 100%
Est. top-5 click share
40%
Top 20: 82%
Open market
27%
- Pedigree17%
- HARRINGTONS16%
- James Wellbeloved12%
- IAMS11%
- BUTCHER'S10%
- Wagg7%
Demand
Puppy Food search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.2×
Search terms
Top Puppy Food search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- puppy food282K/yr
- puppy food wet59K/yr
- puppy wet food49K/yr
- harringtons puppy food52K/yr
- puppy food dry39K/yr
- james wellbeloved puppy food37K/yr
- puppy dry food30K/yr
- wet puppy food34K/yr
- butchers puppy food27K/yr
- wagg puppy food23K/yr
Reviews and returns
What reviews say buyers love and hate about Puppy Food
We read the reviews and the return reasons for every product selling here.
“Rapid Diarrhoea”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
14 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Puppy Food questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









