---
title: "bully sticks — $12.4M/yr Amazon United States Niche, Score 73/100 - Flapen"
canonical_url: "https://flapen.com/research/us/pet-supplies/bully-sticks"
last_updated: "2026-07-20T18:42:10.448Z"
locale: en
meta:
description: "bully sticks shows a $12.4M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "bully sticks shows a $12.4M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "bully sticks — $12.4M/yr Amazon United States Niche, Score 73/100 - Flapen"
---
# **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 100Growth 22Conversion 97Competition 74Returns 100Price range 86Avg price 95Brand share 65Review moat 24Quality gap 68
**Market size**
**Incredible****$12.4M**
$12.4M/yr · 3.0M searches
**Returns**
**Incredible****0.0%**
return rate — above 6% kills the launch gate
**Conversion**
**Incredible****14.6%**
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**
**Good****40%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****66%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Bad****6,175.09**
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 ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **400K–500K**
- avg 10,000–12,500/product
- **Revenue / yr**
- **$11.4M–$14.3M**
- units × avg price
- **Launch success**
- **—**
- 3 of 3 new (360d)
- **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**
The top 5 products take 40% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**18 **▼falling
**Sellers**
**34**
**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.
90K70KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/us/pet-supplies/bully-sticks/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%4%$497K8%$994K12%$1.5M16%$2.0M101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 43 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$29.10**4.5★3,518 rev](https://www.amazon.com/dp/B09C2KBD12) [2**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**$23.37**4.2★13,467 rev](https://www.amazon.com/dp/B01B6OLAAM) [3**Canine Naturals | Natural Beef & Bully Sticks | Long-Lasting Odor Free High Protein Chews Made with 100% Real Bully | 4 Count Medium Sticks**Canine Naturals**$9.62**4.2★1,165 rev](https://www.amazon.com/dp/B0DK43LDS3) [4**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**$22.74**4.3★5,538 rev](https://www.amazon.com/dp/B0B6QG95G1) [5**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**$11.87**4.4★6,658 rev](https://www.amazon.com/dp/B084Q927C4)
**~~View all top sellers →~~**
### **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**$15.57**125 rev4mo ago](https://www.amazon.com/dp/B0GQCFRJJZ) [**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**$22.42**127 rev7mo ago](https://www.amazon.com/dp/B0G67QWYF2) [**BRUTUS & BARNABY Skinny Bully Sticks for Dogs 6 Inch (16 Count) - Natural Grass-Fed Beef Chew Sticks Odor Free Single Ingredient Rawhide Free - for Small Dogs Medium Dogs & Puppies**BRUTUS & BARNABY**$23.87**95 rev8mo ago](https://www.amazon.com/dp/B0G27526M2) [**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 - 5 Pack)**Mighty Paw**$14.66**3,518 rev1y ago](https://www.amazon.com/dp/B0F2GH687M) [**Canine Naturals | Natural Beef & Bully Sticks | Long-Lasting Odor Free High Protein Chews Made with 100% Real Bully | 4 Count Medium Sticks**Canine Naturals**$9.62**1,165 rev1y ago](https://www.amazon.com/dp/B0DK43LDS3)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**BRUTUS & BARNABY Skinny Bully Sticks for Dogs 6 Inch (16 Count) - Natural Grass-Fed Beef Chew Sticks Odor Free Single Ingredient Rawhide Free - for Small Dogs Medium Dogs & Puppies**BRUTUS & BARNABY**$23.87**4.3★**▲ 341%**](https://www.amazon.com/dp/B0G27526M2) [**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**$15.57**4.4★**▲ 338%**](https://www.amazon.com/dp/B0GQCFRJJZ) [**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**$22.42**4.3★**▲ 240%**](https://www.amazon.com/dp/B0G67QWYF2) [**Natural Farm Bully Sticks Odor-Free (12 Inch 5 Count) 100% Beef Chews Grass-Fed Non-GMO Fully Digestible Dental Treats to Keep Your Large Medium and Small Dogs Busy and Happy. Single Ingredient**Natural Farm**$31.18**4.4★**▲ 156%**](https://www.amazon.com/dp/B089B7KYCY) [**Cadet Bully Sticks for Small Dogs All-Natural Beef Pizzle Long-Lasting Rawhide Free Dog Treats for Aggressive Chewers 4 Count**Cadet**$8.50**4.4★**▲ 102%**](https://www.amazon.com/dp/B076YMGGLB)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Pet Friendly**40%
*“Dog approved”*
**Ease Of Chewing/Swallowing**8%
*“Great for aggressive chewers”*
**Quality-Overall**6%
*“The quality is consistent”*
**Smell**6%
*“It doesnt smell bad at all”*
**Value For Money**6%
*“Great value”*
**Durability**5%
*“they dont break easily”*
**Fun/Entertainment Experience**3%
*“keep her entertained”*
**Taste-Overall**3%
*“Delicious treats”*
**Size-Overall**3%
*“The length is good”*
**Soothing/Teething**1%
*“The calm it brings to the room while their enjoying themselves”*
### **What buyers complain about **
**Smell**18%
*“Awful smell”*
**Value For Money**10%
*“way too expensive”*
**Size-Overall**9%
*“They are large”*
**Thickness**9%
*“Not very thick”*
**Durability**8%
*“Not vey durable”*
**Advertised Vs Actual Product**5%
*“False advertising”*
**Indigestion**4%
*“Diarrhea”*
**Quality-Overall**4%
*“Bad Quality Control”*
**Ease Of Chewing/Swallowing**4%
*“Awful chews”*
**Hard Feel**1%
*“Hard as a rock”*
### **Top return reasons **
**Size-Overall**39%
**Smell**17%
**Value For Money**6%
**Thickness**6%
**Thin**4%
**Indigestion**3%
**Ease Of Chewing/Swallowing**3%
**Advertised Vs Actual Product**3%
**Quality-Overall**2%
**Hard Feel**2%
## **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.
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