puppy pads
Skip itA deep review moat (77,563 avg reviews) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Incredible14.0%search→purchase rate — share of searches ending in a sale
Market size
Incredible£2.2M£2.2M/yr · 2.2M searches
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Growth
Bad-10.5%90-day search growth — must beat 0% to launch
Avg price
Bad£7.16avg listing price — sweet spot $15–$100
Competition
Bad77%top-5 click share — a locked-up shelf
Brand share
Bad95%top-5 brand share — brand-locked demand
Review moat
Bad77,562.58avg incumbent reviews — the moat a new listing must climb
Price range
Bad£4.81–£11.82cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, puppy pads is a £2.2M/yr Amazon United Kingdom market (2.2M searches/yr). The top 5 brands hold 95% of demand. Verdict: Skip it — 48/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
puppy pads market data
- Units sold / yr
- 300K–400K
- avg 25,000–30,000/product
- Revenue / yr
- £2.1M–£2.9M
- units × avg price
- Conversion rate
- 14.0%
- Avg BSR
- #6
- Page quality
- 0%
- Prime
- 83%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 44 months
- Avg seller age
- 182 days
Competition & brand share
The top 5 products capture 77% of clicks — a locked-up shelf that new listings rarely crack.Brands
7 falling
Sellers
9
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
77%
Top 20: 100%
Open market
2%
- Amazon Basics70%
- 1ABOVE10%
- BARGAIN FACTORY9%
- Cool Paws4%
- TBM3%
- DrySmart3%
- Open — no brand owns it (1 brand, 2%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -10.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top puppy pads search terms
- puppy pads1.3M/yr
- puppy training pads313K/yr
- puppy pads 100 pack83K/yr
- dog pads53K/yr
- dog training pads48K/yr
- puppy pads 200 pack52K/yr
- large puppy pads39K/yr
- training pads32K/yr
- dog pee pad29K/yr
- pee pads24K/yr
Top puppy pads 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 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Amazon Basics Dog and Puppy Training Pads Leakproof 5-Layer Design with Quick-Dry Surface Regular Pack of 50 Blue
Amazon Basics£7.204.5★224,458 rev
Amazon Basics Dog and Puppy Training Pads Leakproof 5-Layer Design with Quick-Dry Surface Regular Pack of 30 Blue
Amazon Basics£5.174.5★224,458 rev
1ABOVE Heavy Duty Super Absorbent Fast Drying Puppy Training Pads | 5 Layers Leak Proof Design | Non-Woven Fabric | Water Resistance Back Sheet | pack of 50 (BLUE 60X45 50 count)
1ABOVE£6.333.8★114 rev
Amazon Basics Leakproof 5-Layer Scented Dog Pee Pads for Potty Training 55.9 x 55.9 cm Pack of 1 Regular (30 Count) Blue & White
Amazon Basics£5.144.5★224,458 rev
Amazon Basics Dog and Puppy Training Pads Leakproof 5-Layer Design with Quick-Dry Surface Regular Blue Pack of 100
Amazon Basics£11.824.5★224,459 rev
Newest
by launch dateAmazon Basics Dog and Puppy Training Pads Leakproof 5-Layer Design with Quick-Dry Surface Regular Pack of 30 Blue
Amazon Basics£5.17224,458 rev
Amazon Basics Leakproof 5-Layer Scented Dog Pee Pads for Potty Training 55.9 x 55.9 cm Pack of 1 Regular (30 Count) Blue & White
Amazon Basics£5.14224,458 rev
Amazon Basics Heavy Duty Dog and Puppy Training Pads Leakproof with Quick-Dry Surface Regular Pack of 20 Blue & White
Amazon Basics£4.8118,763 rev
1ABOVE Heavy Duty Super Absorbent Fast Drying Puppy Training Pads | 5 Layers Leak Proof Design | Non-Woven Fabric | Water Resistance Back Sheet | pack of 50 (BLUE 60X45 50 count)
1ABOVE£6.33114 rev
Bargain Factory - Pet Potty Training Pads Pack of 50 for Dogs Puppy Pads - Super-Absorbent 5 Layers Waterproof - 56 x 56 cm - Disposable Puppy Pee Pads
BARGAIN FACTORY£7.021,571 rev
Trending
90-day click momentum
DrySmart 50 Pack Puppy Training Pads 56x56cm Large Puppy Pads Ultra-Absorbent & Leak-Proof 5-Layer Design Dog Mats for House Training Incontinence & Pee Protection
DrySmart£6.704.2★
Amazon Basics Heavy Duty Dog and Puppy Training Pads Leakproof with Quick-Dry Surface Regular Pack of 20 Blue & White
Amazon Basics£4.814.6★
1ABOVE Heavy Duty Super Absorbent Fast Drying Puppy Training Pads | 5 Layers Leak Proof Design | Non-Woven Fabric | Water Resistance Back Sheet | pack of 50 (BLUE 60X45 50 count)
1ABOVE£6.333.8★
Amazon Basics Dog and Puppy Training Pads Leakproof 5-Layer Design with Quick-Dry Surface Regular Pack of 30 Blue
Amazon Basics£5.174.5★
Amazon Basics Leakproof 5-Layer Scented Dog Pee Pads for Potty Training 55.9 x 55.9 cm Pack of 1 Regular (30 Count) Blue & White
Amazon Basics£5.144.5★
What buyers say about puppy pads
What buyers praise and complain about, mined from review topics.What buyers love
“The quality is impressive; they absorb moisture and mess efficiently, without any leaks or becoming oversaturated”
“Super absorbent”
“Excellent value for money”
“Good size”
“no leaks or spillages”
“Do what they should”
“easy to use”
“Great for my puppy”
“The IPX7 waterproof rating is a great feature”
“easy to clean afterwards”
What buyers complain about
“Not very absorbent”
“Leaks”
“NOT FIT FOR PURPOSE”
“Not good quality”
“They aren't very thick you do have to double them up”
“complete waste of money”
“they are water proof or leak prove”
“definitely felt like they didn't soak up the wee was still moping after has the floor was always wet underneath after changing”
“Very thin”
“The branding is different to that listed on the sales page”
Top return reasons
Common questions
- Is puppy pads profitable to sell on Amazon United Kingdom?
- The niche generates £2.2M/yr across 12 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -10.5%. Flapen's verdict: Skip it (48/100).
- How competitive is the puppy pads niche?
- 7 brands and 9 sellers compete. The top 5 products take 77% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in puppy pads?
- Top complaints mined from reviews: Absorbency, Leak-Proof, Size-Overall. The return rate is 0.2%.
- When does demand for puppy pads peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the puppy pads niche?
- Listings span £4.81–£11.82; the average listing price is £7.16 (sweet spot $15–$100). The average incumbent carries 77,563 reviews — the moat a new listing must climb.