Selling pet products on Amazon: a complete guide

Do you have a store that sells pet products or are you interested in entering this business? Well, there’s one thing you absolutely need to know:  E-commerce is the fastest-growing channel in the pet products market. It’s expected to reach $270 billion globally by next year.

The surprising news is that approximately 10% of this enormous market will be attributed to the category of pet products on Amazon!

In short, if you’re not already on Amazon with your range of pet products, you’re missing out on a lucrative business opportunity. And if you’re still wondering whether selling pet products on Amazon is worthwhile, the answer is a resounding yes.

Of course, anyone aiming to sell pet products on Amazon will need to conduct some preliminary studies to find their niche and structure a fully convincing offer.

That’s why we’ve created a guide to selling pet products on Amazon, with plenty of practical insights that we hope will be useful to our readers.

Let’s get started!

What pet products to sell on Amazon

The pet products market on Amazon is vast. As such, it’s crucial to identify which areas are most advantageous to be present in with your range of products and services.

One of the most promising sectors is certainly pet food. Products characterized by quality and sustainability have long been among the most sought after. Aware of the importance of nutrition for their pets’ health, more and more pet owners are purchasing natural and organic products.

With online pet food sales becoming increasingly convenient and competitive, pet food brands are expanding their product ranges to offer offerings that can satisfy different breeds, ages, dietary needs, and budgets.

Another area worth focusing on may be pet supplements, one of the fastest-growing categories on Amazon’s pet sector, with annual growth rates exceeding 50%.

It is worth noting that the pet supplements sector is one of the most influenced by the seller’s authority and the perception of safety.

The high rate of repeat purchases suggests that consumers who have found a pet dietary supplement that works are unlikely to give it up. They are very unlikely to make changes that could jeopardize the well-being of their pets.

The third and last sector that could create good margins for Amazon sellers interested in selling pet products is toys and accessories. According to the most recent analyses, two-thirds of pet owners regularly purchase these products for their pets, from bedding to toys.

How many pet products are being sold in Europe?

At the continental level, the latest data from the European Pet Food suggest that 91 million European households (46% of the total) own one or more of the 340 million pets present. This sustained increase is further reflected in the market growth, which now amounts to 29.1 billion euros in Europe alone.

european pet food
Source: European Pet Food

Consider also the statistics on the types of pets owned by European households. Cats (127 million) and dogs (104 million) dominate. So, sellers interested in entering this market might find greater convenience in focusing on other areas with less competition, such as birds (53 million), small mammals like rabbits (29 million), fish (22 million), and reptiles (11 million).

european pet food
Fonte: European Pet Food

In summary, data indicate that a significant portion of the European population owns at least one pet. Fortunately, pets are considered real members of the family. As a result, Europe, along with North America, leads globally in the production of pet products, with over 10 million tons of pet care products manufactured.

The leading European markets in this sector are:

  • Germany
  • France
  • Italy
  • Spain
  • United Kingdom

In these markets, the European pet food market is expected to grow at an average annual rate of 4.9% until 2028.

Changes in the European pet products market

Regarding food prices, most European markets are expected to see an increase in dog food prices. France has recorded the highest price increase (+21%) in Europe.

Alongside the quantitative changes in the European pet products market, there’s also a qualitative shift that sellers should take into account.

In particular, the e-commerce market for pet products and supplies is increasingly characterized by a high degree of volatility. This condition isn’t new but is driven by changing consumer preferences. Speaking of consumers, it seems they are increasingly oriented towards younger generations. A recent survey, for example, indicated that 70% of young adults from Generation Z prefer adopting a pet rather than having children.

In terms of pet care, millennials are the most financially supportive, with:

  • an average monthly budget of $216
  • a total expenditure of around $198

oriented towards ensuring the health and well-being of their four-legged companions. Additionally, this is the demographic group that spends the most on pet care compared to any other group.

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Why selling pet products on Amazon is profitable

Speaking of Amazon, the competition in the pet products sector is getting increasingly fiercer. Therefore, in order to succeed and stand out from competitors, it’s necessary to offer products that:

  • can provide added value to the customer
  • are presented and promoted so as to highlight the uniqueness of the brand and the advantages of product.

However, it’s fundamental to tackle the obstacles that could make profitable selling on the market challenging, with the right approach. Overcoming them will lead to significant benefits for your business.

Selling pet products on Amazon can indeed generate particularly lucrative revenue. Consider that pet owners are constantly seeking products that can improve the well-being of their furry friends. Thus, whether it’s grooming supplies or food, bedding, or toys, the demand for pet products on Amazon is always dynamic.

But how do you successfully sell pet products on Amazon and achieve a good ROI from your investment?

Here are some strategic steps that we recommend you take!

Vendere prodotti per animali domestici su Amazon: guida completa

Analyze the Market

First and foremost, conduct market analysis to understand the characteristics of the sector you wish to enter.

Let’s immediately say that the prospects are very encouraging. Sales of pet products on Amazon are growing by over 50% annually in all major European markets, driven by both the increasing number of pet owners and the greater convenience of purchasing pet products online.

Clearly, market growth also brings increased competition. So, don’t be surprised to see more and more pet product sellers appearing on Amazon!

To study the market, start by researching the most popular categories of pet products, the best-selling brands, customer reviews, and the pricing and promotion policies of your competitors.

Choose Which Products to Sell

Having understood the main characteristics of the pet products market, it’s time to take the next step. That is, what do you want to sell?

As intuitive as it may seem, it’s necessary to choose products that:

To identify them, you can start by researching the most demanded pet products. Pay close attention to the best-selling product lists on Amazon and other online marketplaces. Spot the products with many positive reviews. (We mentioned some of them at the beginning of this guide.)

So, while it’s important to research the most popular products of the moment, remember it’s also crucial to consider new offerings. Stay updated to keep up with the latest industry trends. Look for new pet products that are gaining popularity.

Furthermore, instead of trying to sell a wide range of pet products, try focusing on more specific pet niches. Use online tools like our service to conduct even more in-depth research.

Finally, remember that to succeed in the increasingly competitive pet products sector on Amazon, it’s important to differentiate your products from the competition. Aim to offer unique or hard-to-find products. Provide high-quality customer service. Ensure competitive prices and promotions. Create compelling product listings with high-quality images and detailed descriptions.

prodotti animali domestici amazon

Understand Amazon Selling Rules

Once you’ve identified which pet products to sell on Amazon, you can move on to understanding the selling rules, both general and specific to the sector in which you want to invest with your online presence. Remember that the marketplace has a set of rather strict rules that you must adhere to. They aim to ensuring the safety and effectiveness of pet products, including food, supplements, and toys.

Navigating through the existing regulations can be seemingly complex. Take a few days to study them carefully. If necessary, turn to an industry expert for advice that can ensure the safety and effectiveness of the products you sell. This way, you’ll avoid legal risks and the exclusion of your brand from the marketplace!

How to Source Pet Products

One of the most important things to consider when evaluating starting your online business on Amazon is establishing a smooth supply chain, which also relies on having reliable suppliers.

Naturally, things are a bit easier if you already have a physical store selling pet products, with a set of experienced suppliers. Otherwise, you’ll have to find suppliers capable of providing you with high-quality products at a reasonable price.

To do this, you can:

  • attend trade shows and industry events
  • meet suppliers in person and see their products
  • use online databases, national or international (such as Alibaba and Global Sources)
  • directly contact manufacturers to see if they can supply you with their products.

Then, once you’ve found a potential supplier, it’s important to establish a good relationship. Try them out with an initial test order. This fundamental preliminary step will allow you to understand if the supplier can become a partner or not, with whom you can then negotiate better prices and conditions.

Vendere prodotti per animali domestici su Amazon: guida completa

Price Policy for Pet Products on Amazon

Another crucial piece in your strategy is determining the price of pet products on Amazon. This can be a complicated process, considering your goal will be to achieve a good margin while offering competitive prices.

You can take several approaches in choosing the prices of pet products. In any case, starting with a cost-of-goods analysis is certainly helpful. Calculate:

  • the product cost
  • shipping fees
  • other expenses associated with product procurement.

Also, consider the fees applied by Amazon and always observe the prices charged by your competitors for similar products.

Keep in mind that your goal is always to achieve a good profit margin. Therefore, ensure that your price allows for a reasonable profit margin. Utilize tools provided by ZonWizard to understand the average margin of the products you’re selling.

For example, by using the Profit tool of the ZonWizard software you can get an up-to-date overview of which products, brands or categories you sell are marginalising the most.

Set Up Your Amazon Seller Account

Now you can move on to the most operational phase, which is setting up your seller account on Amazon. Since we’ve discussed this topic many times on our site, let’s just summarize the main steps :

  • Create an Amazon Seller account that allows you to sell your products on the marketplace.
  • Choose a selling plan between individual and professional. Generally, if you believe you’ll sell more than 40 items per month, the professional option is more cost-effective.
  • Once your account is created, you can start adding your products to Amazon. Provide product details, description, images, and choose the most suitable category and subcategory for the product.
  • Create a product page that contains all the information customers need. This will help them make an informed purchasing decision. Include details and pricing information.
  • Establish warehouse and shipping policies. You can choose between Fulfillment by Amazon (FBA) or Fulfillment by Merchant (FBM).
  • Finally, to attract customers to your products, advertise your offers. Amazon offers a range of promotional options, such as sponsored products and sponsored brands.

Vendere prodotti per animali domestici su Amazon: guida completa

Shipping Options: FBA or FBM?

As we mentioned above, there are different shipping options to choose from for your pet products.

The first option you have is Fulfillment by Amazon (FBA). It’s a very popular solution for sellers who want Amazon to handle the shipping and management of products. With FBA, you simply have to ship your pet products to Amazon fulfillment centers. They will take care of the rest. Collection, packaging, and shipping of products to final customers will be handled by marketplace staff. FBA also offers customer service and returns management for products. Additionally, by using this service, you can offer Prime shipping to your customers.

On the other hand, you can choose Fulfillment by Merchant (FBM). With FBM, you’ll handle shipping and logistics management yourself. Therefore, you’ll be responsible for packaging and shipping products to final customers.

Naturally, one of the advantages of merchant fulfillment is that you have greater control over the shipping process. You can therefore customize

  • packaging
  • shipping process

to align with your brand image and ensure that your products arrive safely.

Alongside these two main options is also the Multi-Channel Fulfillment (MCF). MCF is an Amazon service that fulfills orders from other sales channels using its network. Therefore, you can use Amazon’s warehouse and shipping services to fulfill orders coming from:

  • your own website
  • other marketplaces.

We’ll discuss this in a future detailed explanation.

Strengthen Your Brand

Have you successfully started selling your first pet products on Amazon? Well, know that your journey is just beginning!

When selling pet products on Amazon, it’s crucial to build and strengthen your brand. After all, it represents your business and will be able to distinguish you more sustainably and consistently from the competition!

To do so, work immediately on brand identity, a set that includes, among other things:

  • brand name
  • logo
  • tagline
  • overall design.

Ensure that the brand identity is consistent across all products and materials you use for marketing. This way, pet owners can easily recognize your brand and products in the market.

Create informative and engaging content. Use high-quality images and videos to showcase your products. Accompany them with detailed product descriptions that highlight their benefits. In the product listing, remember to use bullet points to make the information easy to read. Ensure your listings are optimized for keywords that pet owners search for on Amazon.

Furthermore, don’t forget that Amazon offers various marketing tools. They will help you reach a large number of pet owners. For example, think of the:

  • sponsored products
  • sponsored brands
  • display ads

that can immediately increase the visibility of your products. Amazon also allows you to create a customized storefront and more engaging interactive content.

Lastly, don’t underestimate the importance of engaging with pet owners on social media and on Amazon. Respond promptly to reviews and feedback. Show that you care about your customers and their pets, and the results will follow!

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