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Thrive

Maybe

Buyers convert on 20.3% of searches. But the top 5 brands take 100% of clicks, so Thrive is a Maybe.

Flapen Score
57
57 / 100
Top 21% of 875 Pet Supplies niches · +7 vs the category median of 50
Market size
£342K/yr187K searches / yr
90-day growth
+28.9%search demand this quarter
Competition
56%top-5 click share · 5 brands · 77 sellers

Flapen Score

Thrive against its category

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

57Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Thrive market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Thrive 187K times last year and spent an estimated £342K. All 5 brands take every click. Flapen scores it 57 out of 100, a Maybe.

01 · Demand

20.3% of searches ended in a purchase last week.

Shoppers searched for this 187K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 20.3% of those searches ended in a purchase. Searches in the last 90 days moved +28.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £342K a year.

Searches, last 12 months
187K
Growth, 90 days vs prior 90
+28.9%
Conversion, latest week
20.3%
Market size, estimated
£342Ka year
Peak month
July1.5× the quietest month
Top search term
thrive cat food82K searches a year

02 · Price

A sale here is worth £8.98.

Listings sell for £8.98 on average, from £5.14 to £23.38. Amazon reports units sold in ranges. This niche sold 40K to 50K a year. The average listing sells 1,500 to 2,000 of them. At £8.98 that is £13K to £18K a year per listing.

Average price
£8.98under the $15 to $100 sweet spot
Price range
£5.14–£23.38
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
40K–50K
Units per listing a year
1,500–2,000
Revenue per listing a year
£13K–£18K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

79% of listings pay for placement with sponsored ads. 96% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #57 within Cats. It carries 671 reviews at 4.37 stars, so a new listing needs social proof before a better product.

Sponsored listings
79%
Prime listings
96%
Out of stock, average day
0.0%
Average rank
#57in Cats
Average rating
4.37 starsAmazon United Kingdom average 4.36 stars
Average reviews
671per listing
Listings tracked
24

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 57 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
57 months

Products

Top Thrive 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 56% of clicks. Leaders hold, but buyers still shop past them.

£0£17K£34K£51K£68K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

5 falling

Sellers

77

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

56%

Top 20: 97%

Open market

0%

  • thrive88%
  • INABA4%
  • RECOACTIV4%
  • Pure & Natural3%
  • VETIQ1%
  • Open — no brand owns it (0%)

Demand

Thrive search demand

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

5K4KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25DecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

Search terms

Top Thrive search terms shoppers use

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

  • thrive cat food82K/yr
  • thrive30K/yr
  • high calorie cat food25K/yr
  • thrive cat food wet16K/yr
  • ciao cat food7K/yr
  • liquid cat food9K/yr
  • cat weight gain5K/yr
  • high calorie cat food weight gain4K/yr
  • ciao4K/yr
  • thrive cat3K/yr

Reviews and returns

What reviews say buyers love and hate about Thrive

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

Complain

Smell20%−0.32

Cats very much disliked smell

it does not smell like it usually does

Odd smell

Value For Money13%

Quite expensive though

Expensive for what it is

Not the cheapest

Indigestion6%−0.07

Made both of my pedigree cats sick - they had sickness and diarrhoea and this was the only thing that was new in their diet

My cat vomited that

was being sick when she eats so I got some of this

Allergies5%

Intense itching caused by this product

he has severe skin allergies

He is nearly 19 years old with a skin allergy

Taste-Overall5%+0.59

I think its a preferred taste for some it didnt last as long as I hoped

Cat hates the taste

Meh, tastes bad

Love

Pet Friendly35%

Cats love it

The Cat approves

Excellent for my cats

Taste-Overall15%+0.59

Good taste

Great food

good for a treat

Quality-Overall13%+0.28

A good quality cat food

High quality cat food

Brilliant quality

Flavor7%+0.71

kittens love it - I buy all 3 flavours

My cat loves these broths so much that I bought all the flavours

Great quality and flavour selection

Value For Money4%

Good value too

good price reduction

Great value for money

FAQ

Common Thrive questions

Answered from the same tracked data.