---
title: "Timothy Hay — £1.1M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/pet-supplies/timothy-hay"
last_updated: "2026-07-31T08:45:35.465Z"
locale: en
meta:
description: "Niche score 50/100 · £1.1M/yr market. Brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £1.1M/yr market. Brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Timothy Hay — £1.1M/yr Amazon UK Niche (2026) - Flapen"
---
# **timothy hay**
**Worth a look**
Shows low returns (0.0%), but brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list.
Market size 80Growth 19Conversion 95Competition 13Returns 100Price range 45Avg price 42Brand share 8Review moat 51Quality gap 58
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.8%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****£1.1M**
£1.1M/yr · 804K searches
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Good****1,465.67**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Okay****£2.40–£25.15**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****£10.99**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-11.8%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****84%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****97%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, timothy hay is a £1.1M/yr Amazon United Kingdom market (804K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Jul–Aug–Sep. Verdict: Worth a look — 50/100.
Data updated Jul 29, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **timothy hay market data**
- **Units sold / yr**
- **100K–125K**
- avg 5,000–6,000/product
- **Revenue / yr**
- **£1.1M–£1.4M**
- units × avg price
- **Conversion rate**
- **12.8%**
- **Avg BSR**
- **#19**
- **Page quality**
- **0%**
- **Prime**
- **67%**
- **Sponsored**
- **44%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **57 months**
- **Avg seller age**
- **177 days**
## **Competition & brand share**
The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**6 **▼falling
**Sellers**
**49**
**Top-5 brand share**
**97%**
Top 20: 100%
**Top-5 click share**
**84%**
Top 20: 100%
**Open market**
**0%**
- Extra Select60% - Pillow Wad13% - Oxbow9% - Excel8% - Supreme Petfoods7% - Hay4Pets3%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -11.8% search growth over the last 90 days.
13K8KSpike '25Prime Day '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul, Aug, Sep · busiest ÷ quietest = 2.9×
[**Open Trend **](https://flapen.com/research/uk/pet-supplies/timothy-hay/trend)
## **Top timothy hay search terms**
- **hay**285K/yr-7.9%10.2% conv. - **rabbit hay**110K/yr-8.6%11.4% conv. - **timothy hay**106K/yr-12.5%6.7% conv. - **guinea pig hay**79K/yr-9.0%11.7% conv. - **hay for rabbits**52K/yr-34.7%10.7% conv. - **meadow hay**28K/yr-2.1%9.4% conv. - **timothy hay guinea pig**29K/yr-15.3%6.3% conv. - **hay for guinea pigs**41K/yr-36.9%9.8% conv. - **timothy hay rabbit**21K/yr-3.2%6.3% conv. - **meadow hay for guinea pigs**10K/yr-20.4%9.3% conv. [**All search terms **](https://flapen.com/research/uk/pet-supplies/timothy-hay/search-terms)
## **Top timothy hay 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%15%£170K30%£339K45%£509K60%£678K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 9 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Extra Select Premium Meadow Hay for Small Animals - UK Sourced ideal Rabbit Food Hay for Guinea Pigs Hedgehogs etc - 1kg**Extra Select**£2.40**4.4★719 rev](https://www.amazon.co.uk/dp/B0011NR9FO) [2**Oxbow Animal Health Western Timothy Hay- 425g**Oxbow**£7.17**4.3★388 rev](https://www.amazon.co.uk/dp/B016KVAHM8) [3**Burgess Excel Feeding Hay with Dandelion and Marigold 1kg**Excel**£6.21**4.6★6,234 rev](https://www.amazon.co.uk/dp/B07YSH1XCY) [4**Supreme Science Selective Timothy Hay 1.5kg Brown**Supreme Petfoods**£9.13**4.4★246 rev](https://www.amazon.co.uk/dp/B0B3S7WSC1) [5**Extra Select Premium Meadow Hay for Small Animals - UK Sourced ideal Rabbit Food Hay for Guinea Pigs Hedgehogs etc. - 2kg (Pack of 3 Total 6kg)**Extra Select**£15.16**4.4★1,738 rev](https://www.amazon.co.uk/dp/B078WVTW93)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Extra Select Premium Meadow Hay for Small Animals - UK Sourced ideal Rabbit Food Hay for Guinea Pigs Hedgehogs etc - 1kg**Extra Select**£2.40**719 rev2y ago](https://www.amazon.co.uk/dp/B0011NR9FO) [**Hay4Pets Timothy Hay- 12.6kg. Fresh Green Stem Feeding Hay For Rabbit Guinea Pig Hamster & Small Animals. High Fibre Natural Food For Pets. Dried Grass Animal Feed**Hay4Pets**£25.15**203 rev3y ago](https://www.amazon.co.uk/dp/B0BY313ZX2) [**Supreme Science Selective Timothy Hay 1.5kg Brown**Supreme Petfoods**£9.13**246 rev4y ago](https://www.amazon.co.uk/dp/B0B3S7WSC1) [**Pillow Wad Large Bio Timothy Hay 2kg**Pillow Wad**£9.54**93 rev5y ago](https://www.amazon.co.uk/dp/B08MH8LTHC) [**Burgess Excel Feeding Hay with Dandelion and Marigold 1kg**Excel**£6.21**6,234 rev8y ago](https://www.amazon.co.uk/dp/B07YSH1XCY)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Oxbow Animal Health Western Timothy Hay- 425g**Oxbow**£7.17**4.3★**▲ 66%**](https://www.amazon.co.uk/dp/B016KVAHM8) [**Extra Select Premium Meadow Hay for Small Animals - UK Sourced ideal Rabbit Food Hay for Guinea Pigs Hedgehogs etc - 1kg**Extra Select**£2.40**4.4★**▲ 35%**](https://www.amazon.co.uk/dp/B0011NR9FO) [**Pillow Wad Large Bio Timothy Hay 2kg**Pillow Wad**£9.54**4.2★**— 7%**](https://www.amazon.co.uk/dp/B08MH8LTHC) [**Hay4Pets Timothy Hay- 12.6kg. Fresh Green Stem Feeding Hay For Rabbit Guinea Pig Hamster & Small Animals. High Fibre Natural Food For Pets. Dried Grass Animal Feed**Hay4Pets**£25.15**4.1★**▼ 12%**](https://www.amazon.co.uk/dp/B0BY313ZX2) [**Supreme Science Selective Timothy Hay 1.5kg Brown**Supreme Petfoods**£9.13**4.4★**▼ 19%**](https://www.amazon.co.uk/dp/B0B3S7WSC1)
**~~View all trending →~~**
## **What buyers say about timothy hay**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**37%
*“Excellent product”*
**Pet Friendly**15%
*“My rabbits love this”*
**Value For Money**13%
*“it was a reasonable price”*
**Smell**8%
*“Its so soft and smells lush”*
**Freshness**4%
*“Lovely, fresh and fragrant”*
**Advertised Vs Actual Product**3%
*“Exactly as described”*
**Taste-Overall**3%
*“Piggies seem to like the taste”*
**Ease Of Chewing/Swallowing**2%
*“Its good to eat”*
**Soft Feel**2%
*“Its so soft and smells lush”*
**Comfort-Overall**1%
*“they seem comfy on it”*
### **What buyers complain about **
**Quality-Overall**16%
*“this hay is not good quality”*
**Value For Money**13%
*“expensive”*
**Size-Overall**12%
*“the pieces are tiny”*
**Advertised Vs Actual Product**10%
*“Picture is deceiving”*
**Smell**10%
*“Smell is weird”*
**Moist/Dry**9%
*“Dry”*
**Sharpness**2%
*“The thorns are extremely sharp”*
**Durability**2%
*“within 24 he died”*
**Weight Light**2%
*“1 box alot lighter”*
**Residue**2%
*“Looks like a compacted debris that's left after the actual hay is used”*
## **Common questions**
- **Is timothy hay profitable to sell on Amazon United Kingdom?**
- The niche generates £1.1M/yr across 9 tracked products. 90-day search growth is -11.8%. Flapen's verdict: Worth a look (50/100).
- **How competitive is the timothy hay niche?**
- 6 brands and 49 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 97% of demand.
- **What do buyers complain about in timothy hay?**
- Top complaints mined from reviews: Quality-Overall, Value For Money, Size-Overall. The return rate is 0.0%.
- **When does demand for timothy hay peak?**
- Demand peaks in Jul–Aug–Sep; the busiest month runs 2.9× the quietest.
- **What does it cost to enter the timothy hay niche?**
- Listings span £2.40–£25.15; the average listing price is £10.99 (sweet spot $15–$100). The average incumbent carries 1,466 reviews — the moat a new listing must climb.
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