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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

An estimated 7.1% of those searches ended in a purchase.

Shoppers searched for this 102K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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

1 of last year's 1 launches cleared the first-year sales bar.

1 products launched here in the last 12 months. 1 of them cleared the first-year sales bar, our mark for a successful launch. 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

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 28, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 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

Est. top-5 brand share

95%

Top 20: 100%

Est. 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 estimated 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

We read the reviews and the return reasons for every product selling here.

37%of positive reviews mention “Pet Friendly”
19%of negative reviews mention “Smell”
0.1%of orders come back
“The smell is of rotten fish”
A buyer, on “Smell”19% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

15 topics

NegativePositive

FAQ

Common Tilly and Ted Dog Food questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data