Is bully sticks profitable to sell on Amazon United States?

The niche generates $12.4M/yr across 43 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -6.9%. Flapen's verdict: Worth a look (73/100).

How competitive is the bully sticks niche?

18 brands and 34 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 66% of demand.

What do buyers complain about in bully sticks?

Top complaints mined from reviews: Smell, Value For Money, Size-Overall. The return rate is 0.0%.

When does demand for bully sticks peak?

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

What does it cost to enter the bully sticks niche?

Listings span $8.50–$67.29; the average listing price is $28.57 (sweet spot $15–$100). The average incumbent carries 6,175 reviews — the moat a new listing must climb.

bully sticks

Worth a look

Shows a $12.4M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible$12.4M

$12.4M/yr · 3.0M searches

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible14.6%

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

Avg price

Incredible$28.57

avg listing price — sweet spot $15–$100

Price range

Great$8.50–$67.29

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

Competition

Good40%

top-5 click share — leaders hold, buyers still browse

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Brand share

Good66%

top-5 brand share — brands hold most of the demand

Review moat

Bad6,175.09

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-6.9%

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

According to Flapen's Amazon United States niche tracking, bully sticks is a $12.4M/yr Amazon United States market (3.0M searches/yr). The top 5 brands hold 66% of demand. Demand peaks in Dec. Verdict: Worth a look — 73/100.

Data updated Jul 17, 2026 · scored weekly · How we score niches

bully sticks market data

Units sold / yr: 400K–500K; avg 10,000–12,500/product
Revenue / yr: $11.4M–$14.3M; units × avg price
Conversion rate: 14.6%
Avg BSR: #18
Page quality: 0%
Prime: 100%
Sponsored: 95%
Out of stock: 0.0%
Avg brand age: 70 months
Avg seller age: 145 days

Competition & brand share

The top 5 products take 40% of clicks — established leaders, but buyers still shop beyond them.

Brands

18 falling

Sellers

Top-5 brand share

66%

Top 20: 100%

Top-5 click share

40%

Top 20: 77%

Open market

28%

Best Bully Sticks23%
Mighty Paw18%
Natural Farm10%
Nature Gnaws7%
WOOF7%
Canine Naturals7%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -6.9% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 1.5×

Open Trend

Top bully sticks search terms

bully sticks1.4M/yr -1.1%10.2% conv.
bully sticks for large dogs569K/yr -20.8%8.6% conv.
bully sticks for small dogs250K/yr -17.5%10.5% conv.
bully sticks for medium dogs167K/yr -9.9%10.5% conv.
bully stick141K/yr +4.0%7.4% conv.
bully sticks for dogs91K/yr +1.3%8.9% conv.
bully sticks for puppies66K/yr -10.5%8.6% conv.
dog bully sticks58K/yr -5.3%8.7% conv.
best bully sticks38K/yr +4.9%9.3% conv.
natural farm bully sticks27K/yr +1.1%5.9% conv.

All search terms

Top bully sticks 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Mighty Paw Long Lasting 12 Bully Sticks for Dogs - All Natural Grass Fed Beef Chews. Lower Odor Dog Bully Sticks for Large Dogs Medium and Small Breeds. Single Ingredient Treats

Mighty Paw$29.104.5★3,518 rev

Best Bully Sticks 4 Inch Bully Sticks for Dogs - 8 oz (Pack of 1) - Natural Grass-Fed Dog Treats Small Breed Grain and Rawhide-Free Perfect for Small or Young Canines

Best Bully Sticks$23.374.2★13,467 rev

Canine Naturals | Natural Beef & Bully Sticks | Long-Lasting Odor Free High Protein Chews Made with 100% Real Bully | 4 Count Medium Sticks

Canine Naturals$9.624.2★1,165 rev

Best Bully Sticks Thick 12 Inch Bully Sticks for Dogs - 5 Count (Pack of 1) - Natural Grass-Fed Beef Single Ingredient Grain and Rawhide Free - Large Breeds

Best Bully Sticks$22.744.3★5,538 rev

Nature Gnaws Extra Thin Bully Sticks for Small Dogs 5-6 (10 Count) - Long Lasting for Light Chewers and Puppies - Natural Beef Dog Chew Bones

Nature Gnaws$11.874.4★6,658 rev

Newest

by launch date

Pawstruck Bully Sticks for Dogs 6 Long Lasting Rawhide Free Dental Chews Single Ingredient 100% Real Beef Pizzle Dog Treats 5-Pack Bonus Bag Low Odor Premium Quality

Pawstruck$15.57125 rev

4mo ago

EVER FARM Pet Odor-Free Standard Bully Sticks (12 5 Pack) 100% Grass-Fed Beef Pizzle Dog Chews Fully Digestible & Long-Lasting Dental Treats

EVER FARM$22.42127 rev

7mo ago

Canine Naturals | Natural Beef & Bully Sticks | Long-Lasting Odor Free High Protein Chews Made with 100% Real Bully | 4 Count Medium Sticks

Canine Naturals$9.621,165 rev

1y ago

Mighty Paw Naturals Bully Sticks for Small & Medium Dogs - Grass Fed Beef Chews. Bully Sticks for Large Dogs. Lower Odor Stick Treat. Single Ingredient (6 - 10 Pack)

Mighty Paw$26.593,518 rev

2y ago

Cowdog Chews Beef Bully Stick: Odor-Free Fully Digestible Beef Collagen Chews (5-7 10 Count) - Natural Grain-Free Long-Lasting Collagen Bully Stick Substitute for All Dog Breeds

Cowdog Chews$15.61838 rev

2y ago

What buyers say about bully sticks

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

What buyers love

Pet Friendly40%

“Dog approved”

Ease Of Chewing/Swallowing8%

“Great for aggressive chewers”

Quality-Overall6%

“The quality is consistent”

Smell6%

“It doesnt smell bad at all”

Value For Money6%

“Great value”

Durability5%

“they dont break easily”

Fun/Entertainment Experience3%

“keep her entertained”

Taste-Overall3%

“Delicious treats”

Size-Overall3%

“The length is good”

Soothing/Teething1%

“The calm it brings to the room while their enjoying themselves”

What buyers complain about

Smell18%

“Awful smell”

Value For Money10%

“way too expensive”

Size-Overall9%

“They are large”

Thickness9%

“Not very thick”

Durability8%

“Not vey durable”

Advertised Vs Actual Product5%

“False advertising”

Indigestion4%

“Diarrhea”

Quality-Overall4%

“Bad Quality Control”

Ease Of Chewing/Swallowing4%

“Awful chews”

Hard Feel1%

“Hard as a rock”

Top return reasons

Size-Overall39%

Smell17%

Value For Money6%

Thickness6%

Thin4%

Indigestion3%

Ease Of Chewing/Swallowing3%

Advertised Vs Actual Product3%

Quality-Overall2%

Hard Feel2%

Common questions

Is bully sticks profitable to sell on Amazon United States?: The niche generates $12.4M/yr across 43 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -6.9%. Flapen's verdict: Worth a look (73/100).
How competitive is the bully sticks niche?: 18 brands and 34 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 66% of demand.
What do buyers complain about in bully sticks?: Top complaints mined from reviews: Smell, Value For Money, Size-Overall. The return rate is 0.0%.
When does demand for bully sticks peak?: Demand peaks in Dec; the busiest month runs 1.5× the quietest.
What does it cost to enter the bully sticks niche?: Listings span $8.50–$67.29; the average listing price is $28.57 (sweet spot $15–$100). The average incumbent carries 6,175 reviews — the moat a new listing must climb.