dog treats small dogs
Worth a lookShows a $7.7M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$7.7M$7.7M/yr · 4.4M searches
Returns
Incredible0.0%return rate — above 6% kills the launch gate
Conversion
Incredible16.1%search→purchase rate — share of searches ending in a sale
Competition
Great24%top-5 click share — an open shelf
Brand share
Good60%top-5 brand share — brands hold most of the demand
Price range
Good$3.31–$34.23cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay$10.75avg listing price — sweet spot $15–$100
Growth
Bad-3.5%90-day search growth — must beat 0% to launch
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad14,930.1avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, dog treats small dogs is a $7.7M/yr Amazon United States market (4.4M searches/yr). The top 5 brands hold 60% of demand. Demand peaks in Dec. Verdict: Worth a look — 68/100.
Data updated Jul 17, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 600K–800K
- avg 5,000–6,000/product
- Revenue / yr
- $6.5M–$8.6M
- units × avg price
- Launch success
- 100%
- 5 of 5 new (360d)
- Conversion rate
- 16.1%
- Avg BSR
- #53
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 95%
- Out of stock
- 0.0%
- Avg brand age
- 79 months
- Avg seller age
- 114 days
Competition
Clicks spread well past the top 5 (24% combined) — an open shelf where new products get seen.Brands
42 falling
Sellers
725
Top-5 brand share
60%
Top 20: 88%
Top-5 click share
24%
Top 20: 50%
Open market
36%
- Milk-Bone21%
- Blue Buffalo17%
- Pur Luv9%
- Shameless Pets8%
- Vital Essentials6%
- GOOD 'N' FUN4%
Demand & seasonality
Weekly Amazon search volume, last 68 weeks — -3.5% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.7×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 109 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Vital Essentials Freeze Dried Dog Treats | Beef Liver Single Ingredient | Premium Quality | Grain Free Training Treats for Dogs 2.1 oz Bag
Vital Essentials$5.834.6★7,896 rev
Pur Luv Chicken Jerky Dog Treats Made with 100% Real Chicken Breast 16 Ounces Healthy Easily Digestible Long-Lasting High Protein Satisfies Dogs Urge to Chew
Pur Luv$12.884.6★17,033 rev
Shameless Pets Soft Dog Treats Bacon Me Crazy Meaty Tenders Soft & Chewy Treats for Dogs Real Bacon 1st Ingredient Grain Free Healthy Treats for Small Medium & Large Dogs 8oz
Shameless Pets$5.454.4★982 rev
Milk-Bone MaroSnacks Small Dog Treats with Real Bone Marrow 40 Oz. Canister
Milk-Bone$11.034.7★83,886 rev
Pur Luv Chicken Wrapped Sweet Potato Dog Treats Rawhide Free Jerky Wraps Made with Real Chicken 16 Oz Healthy Easily Digestible Long Lasting High Protein Treat Satisfies Dogs Urge to Chew
Pur Luv$13.344.6★8,436 rev
Newest
by launch date
Blue Buffalo Soft & Chewy Health Bars Baked with Real Chicken & Apples Natural Dog Treats Mineral Enhanced for Flavor 9 oz. Bag
Blue Buffalo$4.72188 rev
Shameless Pets Soft & Chewy Dog Treats Meaty Tenders Variety (3-Pack) - Real Meat is 1st Ingredient - Grain Free No Corn or Soy - Digestive Support - for Small Medium & Large Dogs
Shameless Pets$14.37246 rev
Shameless Pets Soft Dog Treats Bacon Me Crazy Meaty Tenders Soft & Chewy Treats for Dogs Real Bacon 1st Ingredient Grain Free Healthy Treats for Small Medium & Large Dogs 8oz
Shameless Pets$5.45982 rev
Amazon Basics Crunchy Dog Biscuits Peanut Butter Flavor Dog Treats 5 lb. Box
Amazon Basics$8.391,374 rev
Amazon Basics Crunchy Dog Biscuits Gravy Basted Flavor Dog Treats 5 lb. Box
Amazon Basics$8.39676 rev
Trending
90-day click momentumBlue Buffalo Soft & Chewy Health Bars Baked with Real Chicken & Apples Natural Dog Treats Mineral Enhanced for Flavor 9 oz. Bag
Blue Buffalo$4.724.7★
Wholesome Pride Healthy Sweet Potato Chews Sensitive Stomach Dog Treats No Preservatives Single-Ingredient No Grain 8 oz
Wholesome Pride$9.904.0★
GOOD N FUN Triple Flavor Blasts for All Dogs 4 Ounces Treat Your Dog to Long-Lasting Chews Made with Chicken Liver Chicken & Duck
GOOD 'N' FUN$4.734.6★
Just Food for Dogs Single Ingredient Healthy Dog Treats and Dog Snacks Jerky Treats Human Grade Preservative and Grain Free Rawhide Free Chews Low Calorie Treat - Chicken Breast 5 oz
JustFoodForDogs$18.424.8★
Beloved Pets Dog Treats & Rawhide Bones Wrapped Chicken and Duck - Pet Chews Sticks for Large Medium & Small Breeds - Long Lasting Chewers Snacks Puppy Treats
Beloved Pets$14.914.6★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Dog happy”
“Great taste”
“Fair Price”
“Their containers are great quality”
“Decent size”
“Very chewable”
“Its very soft”
“Good smell”
“Strong flavor”
“Better ingredients”
What buyers complain about
“They are large”
“Weird smell”
“Made dogs sick”
“Not Soft”
“Little expensive”
“Too hard to chew”
“Doesn't last”
“Bad quality”
“which makes me suspect contact irritation from this product”
“Dried out”
Top return reasons
Common questions
- Is dog treats small dogs profitable to sell on Amazon United States?
- The niche generates $7.7M/yr across 109 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -3.5%. Flapen's verdict: Worth a look (68/100).
- How competitive is the dog treats small dogs niche?
- 42 brands and 725 sellers compete. The top 5 products take 24% of clicks and top 5 brands hold 60% of demand.
- What do buyers complain about in dog treats small dogs?
- Top complaints mined from reviews: Size-Overall, Smell, Indigestion. The return rate is 0.0%.
- When does demand for dog treats small dogs peak?
- Demand peaks in Dec; the busiest month runs 1.7× the quietest.
- What does it cost to enter the dog treats small dogs niche?
- Listings span $3.31–$34.23; the average listing price is $10.75 (sweet spot $15–$100). The average incumbent carries 14,930 reviews — the moat a new listing must climb.
Related niches in Pet Supplies
- 73phosphate test kitWorth a look
- 73flea repellent for dogsLaunch it
- 73kitten bottles for nursingWorth a look
- 73dog stakeWorth a look
- 73bully sticksWorth a look
- 73pet oral tartar remover sprayWorth a look