---
title: "dog treats small dogs — $7.7M/yr Amazon United States Niche, Score 68/100 - Flapen"
canonical_url: "https://flapen.com/research/us/pet-supplies/dog-treats-small-dogs"
last_updated: "2026-07-20T19:49:39.009Z"
locale: en
meta:
description: "dog treats small dogs shows a $7.7M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "dog treats small dogs shows a $7.7M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "dog treats small dogs — $7.7M/yr Amazon United States Niche, Score 68/100 - Flapen"
---
# **dog treats small dogs**
**Worth a look**
Shows a $7.7M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 23Conversion 98Competition 91Returns 100Price range 62Avg price 40Brand share 74Review moat 19Quality gap 23
**Market size**
**Incredible****$7.7M**
$7.7M/yr · 4.4M searches
**Returns**
**Incredible****0.0%**
return rate — above 6% kills the launch gate
**Conversion**
**Incredible****16.1%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****24%**
top-5 click share — an open shelf
**Brand share**
**Good****60%**
top-5 brand share — brands hold most of the demand
**Price range**
**Good****$3.31–$34.23**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****$10.75**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-3.5%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****14,930.1**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
150K100KPrime Day '25Holiday '25Spike '26 seasonAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Dec · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/us/pet-supplies/dog-treats-small-dogs/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%2%$154K4%$308K6%$462K8%$617K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 109 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Vital Essentials Freeze Dried Dog Treats | Beef Liver Single Ingredient | Premium Quality | Grain Free Training Treats for Dogs 2.1 oz Bag**Vital Essentials**$5.83**4.6★7,896 rev](https://www.amazon.com/dp/B0BWBNT8JX) [2**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**$12.88**4.6★17,033 rev](https://www.amazon.com/dp/B08P2D95G8) [3**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**$5.45**4.4★982 rev](https://www.amazon.com/dp/B0FMWKN8M7) [4**Milk-Bone MaroSnacks Small Dog Treats with Real Bone Marrow 40 Oz. Canister**Milk-Bone**$11.03**4.7★83,886 rev](https://www.amazon.com/dp/B003PMQMK2) [5**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**$13.34**4.6★8,436 rev](https://www.amazon.com/dp/B08P2DP1J8)
**~~View all top sellers →~~**
### **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**$4.72**188 rev6mo ago](https://www.amazon.com/dp/B0G23M6HS7) [**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**$14.37**246 rev11mo ago](https://www.amazon.com/dp/B0FN97N16J) [**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**$5.45**982 rev11mo ago](https://www.amazon.com/dp/B0FMWKN8M7) [**Amazon Basics Crunchy Dog Biscuits Peanut Butter Flavor Dog Treats 5 lb. Box**Amazon Basics**$8.39**1,374 rev12mo ago](https://www.amazon.com/dp/B0DCWRRJ6Z) [**Amazon Basics Crunchy Dog Biscuits Gravy Basted Flavor Dog Treats 5 lb. Box**Amazon Basics**$8.39**676 rev12mo ago](https://www.amazon.com/dp/B0DCWN9QWW)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Blue Buffalo Soft & Chewy Health Bars Baked with Real Chicken & Apples Natural Dog Treats Mineral Enhanced for Flavor 9 oz. Bag**Blue Buffalo**$4.72**4.7★**▲ 417%**](https://www.amazon.com/dp/B0G23M6HS7) [**Wholesome Pride Healthy Sweet Potato Chews Sensitive Stomach Dog Treats No Preservatives Single-Ingredient No Grain 8 oz**Wholesome Pride**$9.90**4.0★**▲ 400%**](https://www.amazon.com/dp/B010MMFYQA) [**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**$4.73**4.6★**▲ 260%**](https://www.amazon.com/dp/B0CPJQ1XVX) [**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**$18.42**4.8★**▲ 230%**](https://www.amazon.com/dp/B07FPGKQY8) [**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**$14.91**4.6★**▲ 218%**](https://www.amazon.com/dp/B0CN9DKS7F)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Pet Friendly**44%
*“Dog happy”*
**Taste-Overall**8%
*“Great taste”*
**Value For Money**8%
*“Fair Price”*
**Quality-Overall**5%
*“Their containers are great quality”*
**Size-Overall**4%
*“Decent size”*
**Ease Of Chewing/Swallowing**4%
*“Very chewable”*
**Soft Feel**4%
*“Its very soft”*
**Smell**3%
*“Good smell”*
**Flavor**3%
*“Strong flavor”*
**Ingredients-Overall**2%
*“Better ingredients”*
### **What buyers complain about **
**Size-Overall**10%
*“They are large”*
**Smell**9%
*“Weird smell”*
**Indigestion**9%
*“Made dogs sick”*
**Hard Feel**9%
*“Not Soft”*
**Value For Money**7%
*“Little expensive”*
**Ease Of Chewing/Swallowing**6%
*“Too hard to chew”*
**Durability**5%
*“Doesn't last”*
**Quality-Overall**3%
*“Bad quality”*
**Allergies**3%
*“which makes me suspect contact irritation from this product”*
**Moist/Dry**2%
*“Dried out”*
### **Top return reasons **
**Size-Overall**32%
**Hard Feel**14%
**Ease Of Chewing/Swallowing**7%
**Smell**7%
**Indigestion**5%
**Value For Money**5%
**Flavor**4%
**Ingredients-Overall**4%
**Advertised Vs Actual Product**3%
**Quality-Overall**3%
## **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**
- 73 [**phosphate test kit**](https://flapen.com/research/us/pet-supplies/phosphate-test-kit)$194K/yr+152.5%**Worth a look**- 73 [**flea repellent for dogs**](https://flapen.com/research/us/pet-supplies/flea-repellent-for-dogs)$1.7M/yr+136.7%**Launch it**- 73 [**kitten bottles for nursing**](https://flapen.com/research/us/pet-supplies/kitten-bottles-for-nursing)$457K/yr+166.2%**Worth a look**- 73 [**dog stake**](https://flapen.com/research/us/pet-supplies/dog-stake)$573K/yr+55.9%**Worth a look**- 73 [**bully sticks**](https://flapen.com/research/us/pet-supplies/bully-sticks)$12.4M/yr-6.9%**Worth a look**- 73 [**pet oral tartar remover spray**](https://flapen.com/research/us/pet-supplies/pet-oral-tartar-remover-spray)$100K/yr>1,000%**Worth a look**[**All Pet Supplies niches **](https://flapen.com/research/us/pet-supplies)