---
title: "Tilly and Ted Dog Food — £79K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/pet-supplies/tilly-and-ted-dog-food"
last_updated: "2026-07-31T12:45:14.884Z"
locale: en
meta:
description: "Niche score 42/100 · £79K/yr market · 102K searches/yr · £10.72 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £79K/yr market · 102K searches/yr · £10.72 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Tilly and Ted Dog Food — £79K/yr Amazon UK Niche (2026) - Flapen"
---
# **tilly and ted dog food**
**Skip it**
Brand-locked demand (top 5 brands take 95% of clicks) — this niche doesn't clear our bar today.
Market size 20Growth 17Conversion 76Competition 54Returns 100Price range 36Avg price 39Brand share 12Review moat 36Quality gap 43
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****7.1%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****52%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Okay****£10.72**
avg listing price — sweet spot $15–$100
**Review moat**
**Okay****2,920.16**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Okay****£2.11–£22.10**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Bad****£79K**
£79K/yr · 102K searches
**Growth**
**Bad****-16.5%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****95%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, tilly and ted dog food is a £79K/yr Amazon United Kingdom market (102K searches/yr). The top 5 brands hold 95% of demand. Verdict: Skip it — 42/100.
Data updated Jul 28, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **tilly and ted dog food market data**
- **Units sold / yr**
- **6K–8K**
- avg 100–250/product
- **Revenue / yr**
- **£64K–£86K**
- units × avg price
- **Conversion rate**
- **7.1%**
- **Avg BSR**
- **#11**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **96%**
- **Out of stock**
- **1.4%**
- **Avg brand age**
- **78 months**
- **Avg seller age**
- **170 days**
## **Competition & brand share**
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.
**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**
Weekly Amazon search volume, last 43 weeks — -16.5% search growth over the last 90 days.
3K2KSpike '26Oct '25Nov '25Jan '26Mar '26Apr '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/pet-supplies/tilly-and-ted-dog-food/trend)
## **Top tilly and ted dog food search terms**
- **amazon dog food**49K/yr-17.4%9.0% conv. - **butternut box fresh dog food**27K/yr-13.3%1.1% conv. - **dog food amazon**7K/yr-9.9%7.6% conv. - **amazon dog food pouches**5K/yr-23.4%18.1% conv. - **wainwrights wet dog food trays**2K/yr+12.8%0.8% conv. - **wainwrights dog food wet**3K/yr-45.9%0.0% conv. - **tilly and ted dog food**8K/yr-57.7%0.0% conv. [**All search terms **](https://flapen.com/research/uk/pet-supplies/tilly-and-ted-dog-food/search-terms)
## **Top tilly and ted dog 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.
0%5%£4K10%£8K15%£12K20%£16K1001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**by Amazon Complete Wet Food for Adult Dogs Meat Selection in Gravy 4.8 kg (48 pouches of 100g)**by Amazon**£9.91**4.5★6,219 rev](https://www.amazon.co.uk/dp/B0958BDB5C) [2**by Amazon Complete Food for Adult Dogs Meat Selection in Jelly 1.2 kg (12 Packs of 100g)**by Amazon**£2.11**4.6★494 rev](https://www.amazon.co.uk/dp/B0FP5RJ53N) [3**by Amazon - Complete Dry Dog Food for Adult Dogs Rich in Lamb and Rice 1 Pack of 5kg**by Amazon**£5.64**4.3★4,284 rev](https://www.amazon.co.uk/dp/B07GG2Z566) [4**by Amazon Complete Wet Food for Adult Dogs Meat Selection In Jelly 4.8 kg (48 pouches of 100g)**by Amazon**£9.81**4.6★2,629 rev](https://www.amazon.co.uk/dp/B095873ZR8) [5**by Amazon Wet Dog Food Paté Mixed 300g Pack of 20**by Amazon**£12.83**4.5★2,177 rev](https://www.amazon.co.uk/dp/B08GD9PX42)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**by Amazon Complete Food for Adult Dogs Meat Selection in Jelly 1.2 kg (12 Packs of 100g)**by Amazon**£2.11**494 rev9mo ago](https://www.amazon.co.uk/dp/B0FP5RJ53N) [**by Amazon Complete Wet Food for Senior Dogs Meaty Selection In Jelly 4.8 kg (48 pouches of 100g)**Amazon**£10.68**408 rev1y ago](https://www.amazon.co.uk/dp/B0F8P7SH7P) [**by Amazon Wet Dog Food Beef Chunks in Gravy 6x1.24kg**by Amazon**£10.36**879 rev1y ago](https://www.amazon.co.uk/dp/B0DBLJ91H3) [**COOKHOUSE 100% Natural & Complete Luxury Wet Dog Food - 15 x 100g - Chicken Breast with Vegetables & Rice - Fillets in Jelly**COOKHOUSE**£11.24**309 rev1y ago](https://www.amazon.co.uk/dp/B0DNK92Q5R) [**by Amazon Complete Wet Food for Adult Dogs Meat Selection in Gravy 4.8 kg (48 pouches of 100g)**by Amazon**£9.91**6,219 rev3y ago](https://www.amazon.co.uk/dp/B0958BDB5C)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**by Amazon Complete Food for Adult Dogs Meat Selection in Jelly 1.2 kg (12 Packs of 100g)**by Amazon**£2.11**4.6★**▲ 166%**](https://www.amazon.co.uk/dp/B0FP5RJ53N) [**COOKHOUSE 100% Natural & Complete Luxury Wet Dog Food - 15 x 100g - Chicken Breast with Vegetables & Rice - Fillets in Jelly**COOKHOUSE**£11.24**4.5★**▲ 103%**](https://www.amazon.co.uk/dp/B0DNK92Q5R) [**by Amazon Wet Dog Food Beef Chunks in Gravy 6x1.24kg**by Amazon**£10.36**4.2★**▲ 47%**](https://www.amazon.co.uk/dp/B0DBLJ91H3) [**by Amazon - Complete Dry Dog Food for Adult Dogs Rich in Beef with Peas 1 Pack of 20kg**by Amazon**£21.88**4.4★**▲ 29%**](https://www.amazon.co.uk/dp/B07DVM75C4) [**Pooch & Mutt - Variety Pack Complete Wet Dog Food 12x375g**Pooch & Mutt**£17.02**4.5★**▲ 16%**](https://www.amazon.co.uk/dp/B009LGTY5G)
**~~View all trending →~~**
## **What buyers say about tilly and ted dog food**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Pet Friendly**37%
*“Dog loves it”*
**Value For Money**22%
*“Cheaper than stores”*
**Quality-Overall**12%
*“Excellent product”*
**Taste-Overall**7%
*“My dogs love this food”*
**Smell**2%
*“Doesnt stink like normal food”*
**Ease Of Use**2%
*“easy to use”*
**Flavor**2%
*“enjoys a variety of flavours”*
**Advertised Vs Actual Product**2%
*“As advertised and value for money”*
**Size-Overall**2%
*“Excellent sized bag as well”*
**Fun/Entertainment Experience**1%
*“Dogs enjoyed”*
### **What buyers complain about **
**Smell**19%
*“The smell is of rotten fish”*
**Indigestion**12%
*“all of sudden theyve developed diarrhea”*
**Allergies**6%
*“My dog suffers with allergies”*
**Quality-Overall**6%
*“Substandard quality”*
**Flavor**5%
*“he just didn't like the flavour”*
**Stale/Rotten/Spoiled**5%
*“fresh salmon no I am not joking all my fault for spoiling her”*
**Contamination**5%
*“Contaminated”*
**Size-Overall**4%
*“The kibble is quite big”*
**Value For Money**4%
*“The thing I'm not so keen on is it goes up in price everytime I buyit”*
**Ease Of Use**2%
*“Changed opening, now difficult to close”*
### **Top return reasons **
**Indigestion**50%
**Moist/Dry**25%
**Advertised Vs Actual Product**25%
## **Common questions**
- **Is tilly and ted dog food profitable to sell on Amazon United Kingdom?**
- The niche generates £79K/yr across 25 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -16.5%. Flapen's verdict: Skip it (42/100).
- **How competitive is the tilly and ted dog food niche?**
- 8 brands and 136 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 95% of demand.
- **What do buyers complain about in tilly and ted dog food?**
- Top complaints mined from reviews: Smell, Indigestion, Allergies. The return rate is 0.1%.
- **What does it cost to enter the tilly and ted dog food niche?**
- Listings span £2.11–£22.10; the average listing price is £10.72 (sweet spot $15–$100). The average incumbent carries 2,920 reviews — the moat a new listing must climb.
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