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Tilly and Ted Dog Food

Fail

The top 5 brands take 95% of clicks, so Tilly and Ted Dog Food is a Fail.

Flapen Score
42
42 / 100
Ranks 700 of 875 Pet Supplies niches · −8 vs the category median of 50
Market size
£79K/yr102K searches / yr
90-day growth
-16.5%search demand this quarter
Competition
52%top-5 click share · 8 brands · 136 sellers

Flapen Score

Tilly and Ted Dog Food against its category

The dotted line is the Pet Supplies average. Past it, Tilly and Ted Dog Food is stronger. Inside it, weaker.

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Tilly and Ted Dog Food market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Tilly and Ted Dog Food 102K times last year and spent an estimated £79K. The top 5 brands take 95% of clicks. Flapen scores it 42 out of 100, a Fail.

01 · Demand

7.1% of searches ended in a purchase last week.

Shoppers searched for this 102K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.1% of those searches ended in a purchase. Searches in the last 90 days moved -16.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £79K a year.

Searches, last 12 months
102K
Growth, 90 days vs prior 90
-16.5%
Conversion, latest week
7.1%
Market size, estimated
£79Ka year
Top search term
amazon dog food49K searches a year

02 · Price

A sale here is worth £10.72.

Listings sell for £10.72 on average, from £2.11 to £22.10. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 100 to 250 of them. At £10.72 that is £1K to £3K a year per listing.

Average price
£10.72under the $15 to $100 sweet spot
Price range
£2.11–£22.10
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
100–250
Revenue per listing a year
£1K–£3K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

96% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 1.4% of listings are out of stock. The average listing ranks #11 within Food. It carries 2,920 reviews at 4.49 stars, so a new listing needs social proof before a better product.

Sponsored listings
96%
Prime listings
100%
Out of stock, average day
1.4%
Average rank
#11in Food
Average rating
4.49 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,920per listing
Listings tracked
25

04 · Newcomers

Amazon counts 1 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 78 months on average, so the names here are established.

Launched, last 12 months
1
Successful launches
1Amazon's first-year sales bar
Average brand age
78 months

Products

Top Tilly and Ted Dog Food 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 52% of clicks. Leaders hold, but buyers still shop past them.

£0£4K£8K£12K£16K1001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 rising

Sellers

136

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

52%

Top 20: 94%

Open market

3%

  • by Amazon79%
  • HARRINGTONS7%
  • Naturediet3%
  • Pooch & Mutt3%
  • Winalot3%
  • Lily's Kitchen2%
  • Open — no brand owns it (2 brands, 3%)

Demand

Tilly and Ted Dog Food search demand

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

3K2KSpike '26OctNovDecJanFebMarAprMayJunJul

Peak months: Feb · busiest ÷ quietest = 1.6× · 10 of 12 months tracked

Search terms

Top Tilly and Ted Dog Food search terms shoppers use

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

  • amazon dog food49K/yr
  • butternut box fresh dog food27K/yr
  • dog food amazon7K/yr
  • amazon dog food pouches5K/yr
  • wainwrights wet dog food trays2K/yr
  • wainwrights dog food wet3K/yr
  • tilly and ted dog food8K/yr

Reviews and returns

What reviews say buyers love and hate about Tilly and Ted Dog Food

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

Complain

Smell19%−0.13

The smell is of rotten fish

the smell was rancid

Bad smell

Indigestion12%−0.10

all of sudden theyve developed diarrhea

my dog has been quite ill since feeding this sickness

Upset stomach

Allergies6%−0.03

My dog suffers with allergies

she was sick

as my dog has got older he developed an intolerance to it

Quality-Overall6%+0.24

Substandard quality

Cheap rubbish

Poor quality product

Flavor5%−0.02

he just didn't like the flavour

Neither dog would eat any of the flavours so it was a waste of money for me

I hear of some reviews saying they only got 2 flavours and not 3 and Ive used 2 boxes now and both had the advertised 3 flavours

Love

Pet Friendly37%

Dog loves it

Dogs enjoy it

Dogs are happy

Value For Money22%+1.40

Cheaper than stores

Fair price

Great value for money

Quality-Overall12%+0.24

Excellent product

the quality seems mostly consistent

Great variety for great value

Taste-Overall7%−0.03

My dogs love this food

Dog loves this food

Great food

Smell2%−0.13

Doesnt stink like normal food

It smells so fresh - she was into the packaging as soon as I started to open the pack

Smells great too

Return

0.1% Return rate 25% Fixable by listing

Indigestion50%█▅▁▁▁▁

all of sudden theyve developed diarrhea

my dog has been quite ill since feeding this sickness

Upset stomach

Moist/Dry25%▁█▁▁▁▁
Advertised Vs Actual Product25%▁▁▁▁▁█

FAQ

Common Tilly and Ted Dog Food questions

Answered from the same tracked data.