1 CommentIn the years following the unprecedented rise in pet adoptions that occurred during the COVID-10 pandemic, consumer demand for new and time-saving products continues to accelerate. And in 2024, pet parents are turning to Amazon not just for the essentials; they’re also searching for new and innovative products to make caring for and enhancing the lives of their furry companions easier.
From automated feeders and litter boxes to DNA tests unraveling the genetic tapestry of our canine friends, the pet supplies market is transforming in a way that’s become increasingly appealing for a growing generation of busy and tech-savvy consumers.
In this post, we’ll unleash the latest Jungle Scout Cobalt data on the popular brands and products driving the evolution of Amazon’s pet supplies category.
Learn how you can access Amazon market insights like the ones shared in this report. Request a demo of Jungle Scout Cobalt.
Automatic & Smart Feeders
Smart and/or automatic feeders have emerged as a beacon of convenience for pet owners in recent years, many of which seamlessly integrate technology into daily pet care routines. As the demand for hassle-free feeding solutions grows, so has the popularity of automatic pet feeders on Amazon.
Automatic Pet Feeders Market Insights
Revenue: Up 34% YoY
Unit sales: Up 66% YoY
Median price: Down <11% YoY
Competing brands: 78
This chart represents data from Jan. 26, 2023 – Jan. 26, 2024, as compared to Jan. 26, 2022, to Jan. 26, 2023.
These products, which can help ensure pets are fed even when their humans are away, have the zoomies on Amazon. Sales are up 66% compared to last year, and revenue has increased 34% over the same period.
Top Brands Competing for Automatic Pet Feeders Sales
Market Share Leaders
PAPIFEED – 16% (up 92% YoY)
Petory – 15% (up 65% YoY)
Welltobe – 14% (up 78% YoY)
Honeyguaridan – 9% (up 31% YoY)
Petsafe – 8% (down 59% YoY)
This chart represents data from Jan. 27, 2023 – Jan. 27, 2024, as compared to Jan. 27, 2022, to Jan. 27, 2023. Percentages indicate the year-over-year increase or decrease in a brand’s market share.
Each of the top four market share leaders in this segment have experienced impressive growth over the past year, apparently at the expense of Petsafe, whose 8% market stake declined nearly 60% since January of 2023.
Leading Automatic Pet Feeders on Amazon
PETKIT’s Automatic Cat Feeder, which is also equipped with a camera, was the top-grossing product in this segment over the past three months. Revenue for this period increased 306% compared to the previous 90 days.
This popular automatic pet food dispenser from PAPIFEED ranked second over the past three months. Its revenue rose 22% between Nov. 1, 2023, and Jan. 30, 2024.
Coming in third, but far outpacing its peers in revenue growth for the past three months, is Petory’s Timed Automatic Feeder, which features a 10-second voice recorder. Revenue for this popular food dispenser increased nearly 1,900% in the past 90 days.
Self-Cleaning Litter Boxes
As advancements in technology continue to spread throughout all types of product markets, the evolution of “robot litter boxes” is changing the way cat owners approach the often dreaded task of litter maintenance.
Self-Cleaning Litter Boxes Market Insights
Revenue: Up 93% YoY
Unit sales: Up 54% YoY
Median price: Down 20% YoY
Competing brands: 55
*This chart represents data from Jan. 26, 2023 – Jan. 26, 2024, as compared to Jan. 26, 2022, to Jan. 26, 2023.
Dealing with this aspect of kitty care is a common sore spot for cat lovers, making the desire for products that can lessen the burden a no-brainer. The self-cleaning and/or smart litter box market on Amazon experienced 54% sales growth over the past year, with revenue up an impressive 93% over the same timeframe.
Top Brands Competing for Self-Cleaning Litter Box Sales
Market Share Leaders
Petkit – 28% (up 45% YoY)
Kungfupet – 12% (up 204% YoY)
Casa Leo (formerly Smarty Pear) – 6% (down 18% YoY)
Hillpig – 6% (down 55% YoY)
Pet Zone – 5% (down 63% YoY)
*This chart represents data from Jan. 27, 2023 – Jan. 27, 2024, as compared to Jan. 27, 2022, to Jan. 27, 2023. Percentages indicate the year-over-year increase or decrease in a brand’s market share.
Petkit, which increased its market share 45% in the past year, is this segment’s clear leader, with 28%. Kungfupet, which ranks second, has 12% of the market after growing its stake more than 200% since January of 2023.
Leading Self-Cleaning Litter Boxes on Amazon
PETKIT has multiple automatic litter boxes among the top grossing products in this segment, but this version has been the top revenue-generator over the past three months. Its revenue increased 2,426% compared to the prior 90-day period.
Casa Leo (formerly Smarty Pear)’s No Mess automatic self-cleaning litter box remains a popular choice for consumers and a leading product in this segment. Its revenue for the past 90 days has declined 40% compared to the previous 90-day period.
Revenue for Kungfupet’s large self cleaning litter box, which includes a mat and liner, increased 72% over the past three months compared to the prior three-month period.
Dog DNA Tests
Dog DNA tests, once a niche curiosity, have surged in popularity as pet owners seek a deeper understanding of their furry family members. These kinds of DNA testing kits have become a fascinating focal point within the pet product market on Amazon.
Dog DNA Testing Kits Market Insights
Revenue: Up 6% YoY
Unit sales: Up 17% YoY
Median price: Up 3% YoY
Competing brands: 10
This chart represents data from Jan. 27, 2023 – Jan. 27, 2024, as compared to Jan. 27, 2022, to Jan. 27, 2023.
As consumer interest in learning more about their own ancestry and DNA-based health indicators has grown in recent years, this trend has more recently extended to four-legged family members. Revenue in this market is up 6% compared to last year, and sales are up 17%.
Top Brands Competing for DNA Test Sales
Market Share Leaders
Embark – 45% (down 20% YoY)
Wisdom Health – 44% (up 31% YoY)
Basepaws – 5% (down 3% YoY)
Ancestry – 2% (up 100% YoY)
Orivet – 2% (down 10% YoY)
This chart represents data from Jan. 27, 2023 – Jan. 27, 2024, as compared to Jan. 27, 2022, to Jan. 27, 2023. Percentages indicate the year-over-year increase or decrease in a brand’s market share.
Embark is the market share leader in this segment, even after its stake has declined 20%. Ancestry saw the largest increase — 100% — in its market share over the past year.
Leading Pet DNA Tests on Amazon
Ancestry, more widely known for its popular human DNA testing kits, has become a popular option for dog owners as well. Revenue for their Know Your Pet branded dog DNA test from the past three months increased 56%.
Wisdom Health’s Essential Dog DNA Kit, which boasts data for more than 365 breeds, has experienced a 71% increase in revenue over the past three months.
Embark’s Breed & Health Kit variation of its popular dog DNA tests has seen revenue increase 51% in the past three months.
Keyword Search Trends
Amazon search trends data from Cobalt reveals accelerating consumer interest in technology-enabled and “smart” pet products. In the last 90 days, search volume for “automatic pet feeders” increased 465%, “dog DNA testing kit” searches were up 325%, and hunts across multiple different keyword variations for automatic or self-cleaning litter boxes saw increases in the range of 100% to 250%.
Opportunities for Brands in the Pet Supplies Category
As interest in smart technology-enabled pet products heats up, this segment offers a shrewd entry points for brands interested in expanding into Amazon’s much larger Pet Supplies category. With plenty of market share movement over the past year, both new and established brands have an opportunity to gain traction with a growing number of savvy pet parents looking for better ways to care for their furry companions.
By studying the competitive landscape, watching for innovative technologies, and capitalizing on emerging search trends, brands can build growth, gain momentum, and drive revenue by offering consumers new and better products for their pets.
About This Report
The product data in this report is representative of the U.S. Amazon market. Market insights on Amazon products were sourced from Jungle Scout Cobalt, an industry-leading market intelligence, advertising optimization, and ecommerce reporting platform powered by nearly 2 billion Amazon data points. Year-over-year comparison data reflects the period of Jan. 27, 2023, – Jan. 27, 2024, as compared to Jan. 27, 2023, – Jan. 27, 2024. 90-day trends data reflects the 90 days leading up to Jan. 26, 2024
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