Is horse treats profitable to sell on Amazon United States?

The niche generates $802K/yr across 31 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is +16.4%. Flapen's verdict: Worth a look (64/100).

How competitive is the horse treats niche?

14 brands and 58 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 80% of demand.

What do buyers complain about in horse treats?

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

When does demand for horse treats peak?

Demand peaks in Aug–Dec; the busiest month runs 2.4× the quietest.

What does it cost to enter the horse treats niche?

Listings span $3.90–$90.45; the average listing price is $19.20 (sweet spot $15–$100). The average incumbent carries 666 reviews — the moat a new listing must climb.

horse treats

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

Conversion

Great9.7%

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

Avg price

Great$19.20

avg listing price — sweet spot $15–$100

Price range

Great$3.90–$90.45

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

Market size

Good$802K

$802K/yr · 431K searches

Review moat

Good665.74

avg incumbent reviews — the moat a new listing must climb

Competition

Good49%

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

Growth

Okay+16.4%

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

Brand share

Okay80%

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

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

According to Flapen's Amazon United States niche tracking, horse treats is a $802K/yr Amazon United States market (431K searches/yr). The top 5 brands hold 80% of demand. Demand peaks in Aug–Dec. Verdict: Worth a look — 64/100.

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

horse treats market data

Units sold / yr: 40K–50K; avg 1,500–2,000/product
Revenue / yr: $768K–$960K; units × avg price
Launch success: —; 3 of 4 new (360d)
Conversion rate: 9.7%
Avg BSR: #35
Page quality: 0%
Prime: 94%
Sponsored: 48%
Out of stock: 0.0%
Avg brand age: 77 months
Avg seller age: 159 days

Competition & brand share

The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.

Brands

14 rising

Sellers

Top-5 brand share

80%

Top 20: 100%

Top-5 click share

49%

Top 20: 88%

Open market

16%

Manna Pro51%
Leather and Lights12%
Purina7%
Equus Magnificus5%
Mrs. Pastures4%
Horsemen's Pride4%
Open — no brand owns it (8 brands, 16%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +16.4% search growth over the last 90 days.

Peak months: Aug, Dec · busiest ÷ quietest = 2.4×

Open Trend

Top horse treats search terms

horse treats314K/yr +13.4%8.5% conv.
german horse muffins19K/yr +54.3%18.5% conv.
horse cookies14K/yr +34.7%7.4% conv.
horse treats bulk13K/yr +18.7%9.1% conv.
horse treat16K/yr +2.4%5.9% conv.
german muffins horse treats7K/yr +94.6%19.8% conv.
horse treats healthy6K/yr +7.2%6.9% conv.
donkey treats5K/yr +8.4%10.3% conv.
manna pro horse treats4K/yr +20.9%12.3% conv.
horse treats apple4K/yr +25.0%12.3% conv.

All search terms

Top horse treats 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 31 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Manna Pro Bite-Size Nuggets for Horses Pocket Sized Training Horse Treats Apple Flavored Treats Packs with Vitamins & Minerals Great Taste Guaranteed 4 lbs

Manna Pro$7.524.8★4,163 rev

The German Horse Muffin All Natural Horse Treats 1lb

Leather and Lights$14.234.9★688 rev

Manna Pro Apple Wafers - Treats for Horses - Packed with Vitamins & Minerals - Apple Flavored Horse Treats - 20 Pounds

Manna Pro$18.834.7★510 rev

Manna Pro NutriGood Low-Sugar Apple Snax Horse Treats All-Natural No Added Sugar or Molasses Low-Starch Formula Ideal for Horses with Metabolic Needs 4 lb Bag

Manna Pro$13.994.6★769 rev

Equus Magnificus German Horse Muffins in Resealable Pouch 6-Pound

Equus Magnificus$28.654.9★1,006 rev

Newest

by launch date

Tack Shack of Ocala German Horse Muffins Minty and Molasses Whole Grain and All Natural Horse Treats (6 Pound Molasses)

Tack Shack of Ocala$46.653 rev

8mo ago

KATUMO Horse Treats Made with Apple Banana Strawberry and Carrot Natural Healthy Snacks for Horse Training Rewards and Daily Feeding 1 lbs

KATUMO$17.8721 rev

9mo ago

Horsemens Pride Stall Snack Treat Refill for Horses; Blueberry Flavor

Horsemen's Pride$8.9546 rev

9mo ago

SmartEquine Equi Treats Banana Bread Flavor 4 lb Bag

SmartEquine$29.7516 rev

11mo ago

Manna Pro Farmhouse Favorites Mini Horse & Mini Donkey Treats Baked Snack for Mini Horses & Mini Donkeys Hand Mixed Treat Oats Apple & Banana Flavored 3lb Bag

Manna Pro$11.29115 rev

2y ago

What buyers say about horse treats

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

What buyers love

Pet Friendly26%

“Horse approved”

Taste-Overall13%

“My horses love these tasty treats”

Value For Money11%

“well worth the money”

Quality-Overall9%

“Affordable quality”

Smell7%

“they smell fresh”

Size-Overall6%

“Size is great”

Fun/Entertainment Experience3%

“it keeps my horse busy for awhile”

Ingredients-Overall3%

“Great healthy ingredients”

Flavor2%

“The variety of flavors is a nice touch”

Soft Feel2%

“They are soft & pliable”

What buyers complain about

Durability11%

“Easy to break”

Taste-Overall10%

“Bad taste”

Value For Money10%

“I just wished they weren't so expensive”

Flavor9%

“Wish it didnt have artificial flavoring”

Smell8%

“They don't have much of a smell”

Size-Overall6%

“Container is small for price”

Advertised Vs Actual Product5%

“What is this seller up to, false advertising”

Stale/Rotten/Spoiled5%

“not fresh -”

Moist/Dry4%

“Dry consistency”

Stuck/Fused Together2%

“Crumbles easily”

Top return reasons

Hard Feel33%

Charging33%

Weight Heavy33%

Common questions

Is horse treats profitable to sell on Amazon United States?: The niche generates $802K/yr across 31 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is +16.4%. Flapen's verdict: Worth a look (64/100).
How competitive is the horse treats niche?: 14 brands and 58 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 80% of demand.
What do buyers complain about in horse treats?: Top complaints mined from reviews: Durability, Taste-Overall, Value For Money. The return rate is 0.0%.
When does demand for horse treats peak?: Demand peaks in Aug–Dec; the busiest month runs 2.4× the quietest.
What does it cost to enter the horse treats niche?: Listings span $3.90–$90.45; the average listing price is $19.20 (sweet spot $15–$100). The average incumbent carries 666 reviews — the moat a new listing must climb.