seriously good kitten food
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Great9.5%search→purchase rate — share of searches ending in a sale
Competition
Great35%top-5 click share — an open shelf
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Review moat
Good682.34avg incumbent reviews — the moat a new listing must climb
Avg price
Good£13.13avg listing price — sweet spot $15–$100
Price range
Good£1.18–£28.75cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+18.4%90-day search growth — must beat 0% to launch
Market size
Okay£197K£197K/yr · 158K searches
Brand share
Bad96%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, seriously good kitten food is a £197K/yr Amazon United Kingdom market (158K searches/yr). The top 5 brands hold 96% of demand. Verdict: Worth a look — 61/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
seriously good kitten food market data
- Units sold / yr
- 15K–20K
- avg 250–500/product
- Revenue / yr
- £197K–£263K
- units × avg price
- Conversion rate
- 9.5%
- Avg BSR
- #57
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 91%
- Out of stock
- 0.4%
- Avg brand age
- 54 months
- Avg seller age
- 177 days
Competition & brand share
Clicks spread well past the top 5 (35% combined) — an open shelf where new products get seen.Brands
9 rising
Sellers
96
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
35%
Top 20: 85%
Open market
2%
- Scrumbles50%
- Applaws29%
- Lily's Kitchen14%
- HILIFE2%
- Natures Menu2%
- Catit1%
- Open — no brand owns it (3 brands, 2%)
Demand
Weekly Amazon search volume, last 47 weeks — +18.4% search growth over the last 90 days.Top seriously good kitten food search terms
- scrumbles wet cat food45K/yr
- applaws kitten wet food30K/yr
- kitten pate12K/yr
- seriously good kitten food19K/yr
- scrumbles cat food wet10K/yr
- applaws kitten13K/yr
- lilys kitchen kitten food wet9K/yr
- lilys kitchen kitten6K/yr
- lilys kitchen kitten food5K/yr
- applaws kitten food5K/yr
Top seriously good kitten food 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
Scrumbles Wet Cat Jelly Classic Selection 6 x 85g
Scrumbles£4.094.3★185 rev
Scrumbles Grain Free Wet Cat Gravy Recyclable Pouch Selection 40pk
Scrumbles£27.204.2★62 rev
Scrumbles Natural Wet Cat Food Shredded Chicken in Broth 12x 70g
Scrumbles£9.464.3★201 rev
Applaws Natural Cat Food Kitten Multipack Chicken and Fish Selection in Jelly Tin 6 x 70 g
Applaws£5.574.3★1,395 rev
Applaws Natural Kitten Wet Cat Food Cans Kitten Tuna in Jelly - 24 x 70g
Applaws£16.534.5★1,122 rev
Newest
by launch dateScrumbles Grain Free Wet Cat Gravy Recyclable Pouch Selection 40pk
Scrumbles£27.2062 rev
Scrumbles Grain Free Wet Cat Jelly Recyclable Pouch Meat Selection 40pk
Scrumbles£27.8628 rev
Applaws Natural Kitten Wet Food Multipack Kitten Chicken and Tuna Selection in Jelly Pouch (12 x 50g Pouches)
Applaws£8.43145 rev
Scrumbles Grain Free Wet Cat Gravy Pouch Selection 8x85g
Scrumbles£11.0662 rev
Lilys Kitchen Tasty Cuts in Gravy Complete Nutrition Kitten Wet Food Multipack 48x Tins (85g) Tailored for Kittens With Freshly Prepared Meat offal & fish Grain-free Recipe Cat Food
Lily's Kitchen£28.7511 rev
Trending
90-day click momentumScrumbles Grain Free Wet Cat Gravy Recyclable Pouch Selection 40pk
Scrumbles£27.204.2★
Scrumbles Grain Free Wet Cat Jelly Recyclable Pouch Meat Selection 40pk
Scrumbles£27.864.2★
Lilys Kitchen Tasty Cuts in Gravy Complete Nutrition Kitten Wet Food Multipack 48x Tins (85g) Tailored for Kittens With Freshly Prepared Meat offal & fish Grain-free Recipe Cat Food
Lily's Kitchen£28.754.2★
Lilys Kitchen Made with Natural Ingredients Smooth Paté Chicken with Cod Kitten Food Trays 19 x 85g
Lily's Kitchen£15.234.8★
Scrumbles Grain Free Wet Cat Jelly Meat Pouch Selection 8x85g
Scrumbles£9.994.2★
What buyers say about seriously good kitten food
What buyers praise and complain about, mined from review topics.What buyers love
“Cats love it”
“Its quality food”
“Excellent price”
“Very good food”
“Doesnt smell bad”
“enjoyed these flavours”
“Good ingredients”
“Clean plates and happy tums”
“Easy to open and tip out”
“It's nice and soft for little mouths,”
What buyers complain about
“Overall, not the best for the price”
“The chicken doesn't smell”
“Diarrhoea”
“Low quality”
“so awkward to cut open”
“the food doesn't look the same”
“Waste”
“First of all it is more dense which makes it harder to lick-eat”
“Much harder, large pieces, difficult even for me to cut, let alone for cats to chew”
“they seemed quite wet”
Common questions
- Is seriously good kitten food profitable to sell on Amazon United Kingdom?
- The niche generates £197K/yr across 35 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +18.4%. Flapen's verdict: Worth a look (61/100).
- How competitive is the seriously good kitten food niche?
- 9 brands and 96 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 96% of demand.
- What do buyers complain about in seriously good kitten food?
- Top complaints mined from reviews: Value For Money, Smell, Indigestion. The return rate is 0.0%.
- What does it cost to enter the seriously good kitten food niche?
- Listings span £1.18–£28.75; the average listing price is £13.13 (sweet spot $15–$100). The average incumbent carries 682 reviews — the moat a new listing must climb.