Is sprats dog treats profitable to sell on Amazon United Kingdom?

The niche generates £306K/yr across 10 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -16.3%. Flapen's verdict: Skip it (48/100).

How competitive is the sprats dog treats niche?

8 brands and 26 sellers compete. The top 5 products take 81% of clicks and top 5 brands hold 92% of demand.

What do buyers complain about in sprats dog treats?

Top complaints mined from reviews: Size-Overall, Smell, Moist/Dry. The return rate is 0.0%.

When does demand for sprats dog treats peak?

Demand is steady year-round — the busiest month runs 1.2× the quietest.

What does it cost to enter the sprats dog treats niche?

Listings span £2.69–£20.34; the average listing price is £11.49 (sweet spot $15–$100). The average incumbent carries 1,581 reviews — the moat a new listing must climb.

sprats dog treats

Skip it

A concentrated shelf (top 5 take 81% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible16.5%

search→purchase rate — share of searches ending in a sale

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Market size

Good£306K

£306K/yr · 161K searches

Review moat

Okay1,581.1

avg incumbent reviews — the moat a new listing must climb

Avg price

Okay£11.49

avg listing price — sweet spot $15–$100

Price range

Okay£2.69–£20.34

cheapest to priciest tracked listing — scored on the share inside $15–$100

Brand share

Bad92%

top-5 brand share — brand-locked demand

Growth

Bad-16.3%

90-day search growth — must beat 0% to launch

Competition

Bad81%

top-5 click share — a locked-up shelf

According to Flapen's Amazon United Kingdom niche tracking, sprats dog treats is a £306K/yr Amazon United Kingdom market (161K searches/yr). The top 5 brands hold 92% of demand. Verdict: Skip it — 48/100.

Data updated Jul 29, 2026 · scored weekly · How we score niches

sprats dog treats market data

Units sold / yr: 30K–40K; avg 2,000–2,500/product
Revenue / yr: £345K–£460K; units × avg price
Conversion rate: 16.5%
Avg BSR: #229
Page quality: 0%
Prime: 90%
Sponsored: 90%
Out of stock: 13.2%
Avg brand age: 53 months
Avg seller age: 185 days

Competition & brand share

The top 5 products capture 81% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 rising

Sellers

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

81%

Top 20: 100%

Open market

Hollings58%
SUPA PAWS15%
Koala Pets6%
SKIPPER'S6%
Bentley's5%
Pets Purest3%
Open — no brand owns it (2 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -16.3% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.2×

Open Trend

Top sprats dog treats search terms

sprats56K/yr -9.4%15.1% conv.
sprats dog treats38K/yr -19.8%17.2% conv.
sprats for dogs19K/yr -21.3%13.4% conv.
dried sprats for dogs17K/yr -20.0%10.6% conv.
sprats for dogs 1kg6K/yr -23.6%11.6% conv.
dog sprats5K/yr -13.0%16.8% conv.
spratts for dogs4K/yr -16.7%20.3% conv.
dried sprats4K/yr -26.6%9.9% conv.
sprats for cats3K/yr -0.4%6.7% conv.
dried sprats for dogs 1kg3K/yr -15.9%8.3% conv.

All search terms

Top sprats 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 10 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Hollings Sprats 100g

Hollings£2.694.6★5,725 rev

Hollings Sprats Dog Treats Tub 100% Natural with Fresh Fish Air Dried Treats for Dogs Hypoallergenic and Grain Free 500g

Hollings£12.214.6★5,725 rev

Supa Paws Premium 500g Fish Sprats for Dog Treats 100% Natural Air Dried Fish Treat for Dog with Omega 3 Hypoallergenic Cat Food Grain Free Pet Treat Low Fat Dog Snacks Suitable for Cat Puppy 0.5 Kg

SUPA PAWS£9.253.4★77 rev

Air Dried Sprats for Dogs 100% Natural Fish Dog Training Treats 500g Tub

Koala Pets£10.974.8★37 rev

SKIPPERS Dried Sprats Dog Treats 250g Air-Dried Omega 3 Grain Free

SKIPPER'S£8.864.5★121 rev

Newest

by launch date

Supa Paws Premium 500g Fish Sprats for Dog Treats 100% Natural Air Dried Fish Treat for Dog with Omega 3 Hypoallergenic Cat Food Grain Free Pet Treat Low Fat Dog Snacks Suitable for Cat Puppy 0.5 Kg

SUPA PAWS£9.2577 rev

3mo ago

Supa Paws Premium 1Kg Fish Sprats for Dog Treats 100% Natural Air Dried Fish Treat for Dog with Omega 3 Hypoallergenic Cat Food Grain Free Pet Treat Low Fat Dog Snacks Suitable for Cat Puppy 1000g

SUPA PAWS£16.5277 rev

3mo ago

Air Dried Sprats for Dogs 100% Natural Fish Dog Training Treats 500g Tub

Koala Pets£10.9737 rev

4mo ago

Pawlicious 1Kg Eco Sprats for Dog Treats & Cat Snacks 100% Natural Air-Dried Fish Treat for Dog Hypoallergenic and Grain Free Raw Pet Food Fish Sprats with Omega 3 Suitable for Cat Kitten and Puppy

PAWLICIOUS£14.3182 rev

2y ago

Premium Fish Sprats Dog & Cat Treat 2.5L

Hungry Pets£13.47121 rev

2y ago

What buyers say about sprats dog treats

What buyers praise and complain about, mined from review topics.

What buyers love

Pet Friendly35%

“Great for my dog”

Value For Money17%

“Good value”

Quality-Overall12%

“Good quality product from a trusted company”

Size-Overall8%

“Good size”

Taste-Overall5%

“There is a good amount of treats in the bag”

Smell4%

“Very smelly, dog loves them”

Moist/Dry2%

“Dry, clean looking & fantastic colour”

Advertised Vs Actual Product2%

“As described”

Brightness/Shine/Glow1%

“Great for my dogs coat keeps it nice and shiny and he loves them”

Ingredients-Overall1%

“that's no fault of the product, they seem excelkent quality & I shall keep trying with him; it's good to find something pure & additive free”

What buyers complain about

Size-Overall28%

“Very small”

Smell19%

“Awful chemical smell”

Moist/Dry7%

“Not dried”

Quality-Overall5%

“Not impressed, a complete waste of money and not cheap”

Durability4%

“Went mouldy after a few days”

Advertised Vs Actual Product4%

“Certainly not as advertised”

Stale/Rotten/Spoiled3%

“But within 5 weeks mould appeared on the fish within the resealable bag”

Hard Feel3%

“They're much too hard”

Indigestion2%

“these seem to have upset his stomach”

Value For Money2%

“expensive for the amount”

Common questions

Is sprats dog treats profitable to sell on Amazon United Kingdom?: The niche generates £306K/yr across 10 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -16.3%. Flapen's verdict: Skip it (48/100).
How competitive is the sprats dog treats niche?: 8 brands and 26 sellers compete. The top 5 products take 81% of clicks and top 5 brands hold 92% of demand.
What do buyers complain about in sprats dog treats?: Top complaints mined from reviews: Size-Overall, Smell, Moist/Dry. The return rate is 0.0%.
When does demand for sprats dog treats peak?: Demand is steady year-round — the busiest month runs 1.2× the quietest.
What does it cost to enter the sprats dog treats niche?: Listings span £2.69–£20.34; the average listing price is £11.49 (sweet spot $15–$100). The average incumbent carries 1,581 reviews — the moat a new listing must climb.