Is blue buffalo lamb and brown rice profitable to sell on Amazon United States?

The niche generates $492K/yr across 52 tracked products. 3 of 6 products launched in the last 360 days are still selling. 90-day search growth is -10.1%. Flapen's verdict: Worth a look (60/100).

How competitive is the blue buffalo lamb and brown rice niche?

7 brands and 82 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 99% of demand.

What do buyers complain about in blue buffalo lamb and brown rice?

Top complaints mined from reviews: Value For Money, Allergies, Indigestion. The return rate is 0.0%.

When does demand for blue buffalo lamb and brown rice peak?

Demand peaks in Aug; the busiest month runs 1.5× the quietest.

What does it cost to enter the blue buffalo lamb and brown rice niche?

Listings span $9.54–$72.63; the average listing price is $35.46 (sweet spot $15–$100). The average incumbent carries 1,334 reviews — the moat a new listing must climb.

blue buffalo lamb and brown rice

Worth a look

Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.0%

return rate — above 6% kills the launch gate

Avg price

Incredible$35.46

avg listing price — sweet spot $15–$100

Price range

Great$9.54–$72.63

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Great9.9%

search→purchase rate — share of searches ending in a sale

Competition

Great36%

top-5 click share — an open shelf

Market size

Good$492K

$492K/yr · 140K searches

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Review moat

Good1,333.67

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-10.1%

90-day search growth — must beat 0% to launch

Brand share

Bad99%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, blue buffalo lamb and brown rice is a $492K/yr Amazon United States market (140K searches/yr). The top 5 brands hold 99% of demand. Demand peaks in Aug. Verdict: Worth a look — 60/100.

Data updated Jul 16, 2026 · scored weekly · How we score niches

blue buffalo lamb and brown rice market data

Units sold / yr: 10K–13K; avg 100–250/product
Revenue / yr: $355K–$443K; units × avg price
Launch success: 50%; 3 of 6 new (360d)
Conversion rate: 9.9%
Avg BSR: #269
Page quality: 0%
Prime: 100%
Sponsored: 48%
Out of stock: 1.1%
Avg brand age: 85 months
Avg seller age: 149 days

Competition & brand share

Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.

Brands

7 rising

Sellers

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

36%

Top 20: 72%

Open market

Evanger's57%
Blue Buffalo38%
IAMS1%
Purina ONE1%
Natural Balance1%
Cesar1%
Open — no brand owns it (1 brand, 1%)

Demand & seasonality

Weekly Amazon search volume, last 96 weeks — -10.1% search growth over the last 90 days.

Peak months: Aug · busiest ÷ quietest = 1.5×

Open Trend

Top blue buffalo lamb and brown rice search terms

evangers canned dog food51K/yr -13.9%8.5% conv.
lamb wet dog food16K/yr +14.9%3.0% conv.
evangers dog food14K/yr -13.3%4.7% conv.
blue buffalo dog food lamb10K/yr -11.4%11.9% conv.
blue buffalo lamb8K/yr -0.1%10.5% conv.
evangers wet dog food10K/yr -25.5%6.4% conv.
evangers8K/yr -0.5%6.6% conv.
blue buffalo lamb and brown rice9K/yr -25.0%12.6% conv.
lamb dog food wet5K/yr +28.0%4.2% conv.
blue buffalo lamb dog food6K/yr -12.8%10.9% conv.

All search terms

Top blue buffalo lamb and brown rice 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 52 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Blue Buffalo Life Protection Formula Lamb & Brown Rice Adult Dry Dog Food Supports Immunity with Antioxidant-Rich LifeSource Bits Promotes Healthy Muscle Development Skin & Coat Health 5 lbs.

Blue Buffalo$16.154.7★7,309 rev

Blue Buffalo Life Protection Formula Lamb & Brown Rice Adult Dry Dog Food Supports Immunity with Antioxidant-Rich LifeSource Bits Promotes Healthy Muscle Development Skin & Coat Health 30 lbs.

Blue Buffalo$66.074.7★7,309 rev

Evangers Heritage Classic Beef Dog Food 12 Count 12.5 oz Each Grain & Gluten Free Single-Source Protein Kosher Qualified & Endorsed by Chicago Rabbinical Council

Evanger's$28.024.6★258 rev

Evangers Heritage Classics for Dogs Variety Pack 2 Count Each 12.5 oz Beef & Bacon Beef with Chicken & Cooked Chicken Grain-Free Recipes Balanced & Nutritious

Evanger's$23.984.2★3 rev

Evangers Heritage Classic Lamb & Rice Dinner Dog Food 12 Count 12.5 oz Each Gluten & Grain Free Complete Balanced Diet for All Life Stages Wet Dog Food

Evanger's$27.334.3★473 rev

Newest

by launch date

Blue Buffalo Life Protection Formula Natural Grain Free Adult Dry Dog Food with Lamb and Potatoes 11 lb. Bag

Blue Buffalo$43.7415 rev

5mo ago

Natural Balance Limited Ingredient Small Breed Grain-Free Wet Dog Food Cups - Rich Animal Protein Source - Balanced Nutrition - Free of Corn Soy & Wheat - 3.5 oz - Lamb & Brown Rice - 12 Pack

Natural Balance$29.0717 rev

7mo ago

Blue Buffalo Homestyle Recipe Senior 7+ Lamb and Vegetable Dinner Wet Dog Food for Senior 7+ Dogs Lamb Recipe 12.5 oz. Can (Pack of 12)

Blue Buffalo$39.9614 rev

9mo ago

Blue Buffalo Homestyle Recipe Lamb Dinner with Garden Vegetables Natural Wet Dog Food for Adult Dogs Pat with Natural Ingredients Vitamins & Minerals 12.5-oz. Can (3 Count)

Blue Buffalo$9.542,342 rev

10mo ago

Evangers Heritage Classics for Dogs Variety Pack 2 Count Each 12.5 oz Beef & Bacon Beef with Chicken & Cooked Chicken Grain-Free Recipes Balanced & Nutritious

Evanger's$23.983 rev

12mo ago

What buyers say about blue buffalo lamb and brown rice

What buyers praise and complain about, mined from review topics.

What buyers love

Pet Friendly36%

“Dog loves it”

Quality-Overall11%

“Quality is superb”

Taste-Overall8%

“My dogs actually like the food”

Value For Money7%

“well worth the money”

Flavor6%

“Apparently has great flavor”

Ingredients-Overall4%

“ingredients are great”

Allergies3%

“Great for Allergies”

Smell3%

“gets very excited the second he smells the can crack open”

Moist/Dry2%

“it adds moisture too”

Ease Of Use2%

“is easy to use”

What buyers complain about

Value For Money18%

“Its a bit too expensive”

Allergies13%

“They have food allergies. and are just picky jerks”

Indigestion12%

“some reason too long of diarrhea”

Advertised Vs Actual Product6%

“False advertising I definitely should have read the bag prior to purchase”

Smell5%

“it does have an odor to it”

Ingredients-Overall4%

“the second highest ingredient is chicken”

Stale/Rotten/Spoiled3%

“My batch was rancid”

Flavor3%

“Dog wasnt fond of flavor”

Quality-Overall3%

“Poor Quality Control”

Instructions/User Manual/Troubleshooting2%

“No feeding instructions or company info to call customer service”

Top return reasons

Indigestion24%

Value For Money18%

Advertised Vs Actual Product18%

Flavor12%

Quality-Overall6%

Moist/Dry6%

Ease Of Chewing/Swallowing6%

Smell6%

Ingredients-Overall6%

Common questions

Is blue buffalo lamb and brown rice profitable to sell on Amazon United States?: The niche generates $492K/yr across 52 tracked products. 3 of 6 products launched in the last 360 days are still selling. 90-day search growth is -10.1%. Flapen's verdict: Worth a look (60/100).
How competitive is the blue buffalo lamb and brown rice niche?: 7 brands and 82 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 99% of demand.
What do buyers complain about in blue buffalo lamb and brown rice?: Top complaints mined from reviews: Value For Money, Allergies, Indigestion. The return rate is 0.0%.
When does demand for blue buffalo lamb and brown rice peak?: Demand peaks in Aug; the busiest month runs 1.5× the quietest.
What does it cost to enter the blue buffalo lamb and brown rice niche?: Listings span $9.54–$72.63; the average listing price is $35.46 (sweet spot $15–$100). The average incumbent carries 1,334 reviews — the moat a new listing must climb.