The Low Down: The Pet Supplies Category on Amazon

The pet supplies category on Amazon is significant within the wider marketplace, and  steadily growing. It is ranked within the top 10 best selling categories globally -  the 5th largest category on Amazon in the US and is also consistently growing in EU5 (Germany, France, Spain, Italy and the UK).  This category is gated to protect buyers from counterfeit and low quality products, meaning sellers must meet certain requirements to be approved to sell. Although it is a tricky category to enter, those who do and do it well can expect to see vast opportunity within it.

Category Trends

There is high-demand in this category, largely driven by higher levels of pet ownership after the COVID-19 pandemic. People spent more time at home, adopted more pets to keep them company and this led to a surge in demand for pet related products.  

Pet ownership has increased significantly over the last few decades, with 66% of US households owning at least one pet. Demographically, pet ownership percentages are  diverse, but more recent data shows that Millenials and Gen Z make up a significant portion of this ownership. A 2022 survey by Study Finds saw that 70% of Gen Z adults would even “rather have pets than kids”! The younger demographics also tend to prioritise products that are tech-forward and eco-friendly in their shopping (e.g. tracking devices) with an accompanying focus on pet wellness, whereas older generations like “Baby Boomers” tend to stay committed to their already established pet care routines, but still with high-quality products. 

The category is among one of the fastest-growing categories in the US, generating $18.2b in sales in 2024, a 24.6% increase YoY and is expected to grow even further, to $22.6b in 2024.. EU5 is also seeing 30 - 50% growth rates YoY with the increasing number of pet owners in these regions, and the higher levels of convenience in purchasing supplies online for their pets. 

Many consumers are now treating pets like their own family members, meaning higher levels of spending on premium, high-quality products such as organic food, grooming supplies and accessories. Personalisation and customisation is also a huge trend in recent years, with products including custom collars, beds and toys that “reflect their pet’s personality” steadily growing in demand.

Additionally, pet products see a spike during holiday seasons (e.g. Christmas and Halloween) as many shoppers buy gifts, costumes or special treats for their furry friends. Seasonal products like holiday-themed toys and costumes perform particularly well during this time. We also see this trend in the colder Autumn and Winter months, with increases in sales for toys, treats and comfort items as pets spend more time inside. 

Consumer Behaviour and Preference

In reflection of pet wellness trends, there is an increasing demand for natural and organic pet food and treats, and chemical-free grooming products. Products that support pet health are also becoming more popular as owners think about long term wellbeing of their pets e.g. dental chews and joint supplements. Consumers are even seeking products that fit into their lifestyles or home decor, like aesthetic pet beds or fashionable pet wear. We can also see this reflected in the demand for products such as harnesses to connect to bicycle baskets, pet car seats, on the go pet water bottles for hiking etc. 

On the consumable product front, many shoppers subscribe to regular shipments of products such as pet food and litter, using Amazon’s Subscribe and Save program. This of course helps boost loyalty and recurring revenue for sellers and the increased availability of these products online, and convenience of their delivery means that consumers are driven to online shopping more than previous years, especially for bulky products. 

Pet owners are extremely social proof and quality conscious, much like in the Baby or Supplements categories. They rely heavily on reviews and high ratings to validate their purchase decisions, which means there is a strong favour towards brands that have better reviews and a better story, and can back up high-quality claims.

Top Brands

There are many key brands that dominate this category, and should be considered as tough competition for anyone thinking to enter the category. Amazon also has its own brands, Wag and AmazonBasics Pet, which are posing a threat to these traditional brands due to their competitive pricing. The main players in the US and EU5 outside of Amazon’s own across quality, affordability and specialisation are...

United States

• Purina

• Hill’s Science Diet

• Blue Buffalo

• PetSafe

United Kingdom

• Royal Canin

• Lily’s Kitchen

• Pets at Home (Wainwright’s)

• Forthglade

Germany

• Whiskas

• Trixie

• Zooplus

• Pedigree

Italy

• Monge

• Farmina

• Almo Nature

• Trixie

France

• Royal Canin

• Purina Pro Plan

• Hill’s Science Plan

• Felix (Nestle) 

Spain

• Affinity Petcare

• Trixie

• Brekkies

• Pedigree 

Advertising  Strategies to Consider

Taking these trends, preferences and behaviours into consideration, we can execute a few strategies to lean into the potential within this category:

Amazon PPC Advertising

Promoting your products on the most important and tailored targets consumers are searching for and taking up as much SOV and space on these pages in a strategic manner using all PPC ad units to gain visibility and capture consumer attention. Video ads on Amazon can also be a powerful way to show your products benefits and further engage customers. Use videos that have species-specific media for specific targets e.g. cat vs dogs for optimal targeting. You can also use Sponsored Display for strategic cross sell and upsell tactics on your own PDPs, advertising your own complementary products for optimal visibility and relevance. 

At ZEAL, we’ve managed millions in ad spend across Amazon, Google, and Meta, consistently delivering exceptional results. Want to see how we can do the same for your brand? Learn more about our services here

Amazon Brand Stores

Creating a dedicated store for your brand on Amazon allows you to showcase your entire product range in a visually appealing manner, and can enhance brand awareness and drive sales. Highlight the USPs of your products with high quality images and lifestyle content, and lay it out in categories that are relevant to your audience e.g. via species separation in category tabs.

Optimised Listings

Relevant keywords in titles, descriptions and bullet points for a well optimised listing is imperative for SEO and organic visibility. High quality images, high ratings and ample reviews are  key in proving credibility and fostering trust with NTB customers.

Promotions and Discounts 

Offering limited-time promotions or discounts can create urgency and incentivise consumers to purchase. This can be especially effective in competitive categories like Pet Supplies. Promotions like Lightning Deals or Amazon Coupons can help increase visibility and sales, especially over Peak Events like Prime Day and BFCM.

Want to know more about the Pet Supplies category on Amazon? Get in touch with us at zeal@zealagency.co.uk or at www.zealagency.co.uk.