Why smart brands are winning big in Amazon’s fastest-growing category
The Amazon pet supplies category isn’t just growing—it’s exploding. While most categories on Amazon are seeing modest gains, pet products are crushing it with 25.3% year-over-year growth according to Momentum Commerce analysis. That’s significantly higher than Amazon’s overall platform growth of 19.9%.
Here’s what this means for your brand: the pet category represents a $22.6 billion opportunity in 2024, and the smartest brands are already positioning themselves to capture their share.
Why the Pet Category is Different (And Why That Matters)?
Pet owners don’t just buy products—they invest in their family members. Recent data from Jungle Scout’s consumer survey reveals that 25% of consumers actually increased their pet spending in Q2 compared to Q1.
Think about that: while other categories saw consumers tightening their belts, pet owners were spending more.
The numbers tell the story:
- 53% of pet owners shop for pet products at least once a week
- 35% primarily shop online for pet products
- 24% choose Amazon as their most frequent destination
But here’s the real kicker: Amazon’s Subscribe & Save program captures 13% more wallet share when pet owners set up recurring deliveries. That’s recurring revenue gold.
The Category Breakdown: Where the Money Actually Is?
1: Dogs: The $14.5 Billion Powerhouse
The dogs subcategory dominates with 64% of total pet supplies revenue. Momentum Commerce forecasts show this segment hitting $14.5 billion in 2024 with 29.7% year-over-year growth—even higher than the category average.
Peak performance months: July and November each generate $2.1 billion in sales, driven by Prime Day and holiday shopping.
2: Cats: The Sleeper Hit
Don’t sleep on cats. This category is showing 19.9% growth with some serious momentum. Numerator’s data shows Amazon grew cat sales by 19% over the past year, outpacing the dog category’s 15% growth.
Key insight: October shows the highest year-over-year growth at 28.8% for cats, making it a crucial month for inventory and marketing planning.
3: Wellness & Supplements: The $300 Million Boom
This is where things get interesting. Jungle Scout’s research shows pet supplements generated nearly $300 million in revenue in just the first half of 2024. Dog supplements alone accounted for over $250 million—five times more than cat supplements.
Consumer adoption is accelerating: 35% of pet owners now give their pets daily vitamins or supplements. That’s mainstream adoption, not a niche trend.
The Technology Revolution: Smart Products, Smarter Growth
Here’s where the real opportunity lies. Technology-enabled pet products are seeing explosive growth that most brands are missing. Recent Amazon search data reveals some eye-opening trends:
- Automatic pet feeders: 465% increase in search volume (last 90 days)
- Dog DNA testing kits: 325% search volume increase
- Self-cleaning litter boxes: 100-250% increases across multiple keyword variations
The Smart Feeder Success Story
Jungle Scout’s analysis shows automatic pet feeders experienced 66% growth in unit sales and 34% revenue growth year-over-year. Market leaders like PAPIFEED, Petory, and Welltobe are seeing 65-92% market share growth while established players lose ground.
The lesson: Innovation beats heritage in the Amazon ecosystem.
Self-Cleaning Litter Boxes: 93% Revenue Growth
This category experienced 54% sales growth and an impressive 93% revenue increase over the past year. PETKIT leads with 28% market share and 45% year-over-year growth, proving that solving real customer pain points translates directly to market dominance.
Seasonal Patterns: Timing Your Growth Strategy
Understanding seasonality can make or break your pet category strategy. Here’s what the data shows:
Q4 dominance: The fourth quarter generates 27% of annual pet category revenue. That’s $6.2 billion concentrated in three months.
Monthly breakdown:
• July: $2.1B (Prime Day effect)
• November: $2.1B (Black Friday/Cyber Monday)
• October: Highest YoY growth at 33.6%
Event performance: Amazon’s Pet Day generated 6.3% year-over-year growth in 2024, though results varied dramatically by brand and strategy. The key takeaway? Simply discounting isn’t enough—you need strategic execution.
Brand Performance: Winners and Losers
The pet category shows how quickly market dynamics shift on Amazon. Established brands still dominate, but nimble newcomers are gaining serious ground.
The Establishment
Purina remains the heavyweight champion, claiming three of the top five cat food positions and two of the top five dog food spots. But even giants face pressure—Blue Buffalo sits just 1% behind Purina Pro Plan in dog food.
Treats category shake-up: Hartz has exploded in cat treats, growing market share by 127% and achieving over 450% revenue growth. Meanwhile, dog treats remain fragmented with Milk-Bone and Greenies each holding 7% market share.
The Disruptors
HawaiiPharm exemplifies how emerging brands can dominate through strategic positioning. The supplement brand achieved over 700% growth compared to market leaders and expanded dog supplement market share by 240%.
Technology leaders: Brands like PETKIT, PAPIFEED, and Petory are creating entirely new categories while taking share from established players who were slow to innovate.
Consumer Behavior: What Actually Drives Purchases?
The data reveals some fascinating insights about what pet owners really want:
Quality obsession: 65% of pet owners say ingredient quality is the most important factor when choosing pet food. This drives premiumization across all categories.
Brand loyalty with a twist: Pet owners are intensely brand-loyal but willing to switch for demonstrably better products. Search data shows some brand-specific searches growing over 5,000% as consumers discover new options.
Humanization trend: Pet wellness products are booming because owners increasingly treat pets like family members. This creates opportunities for crossover products and premium positioning.
The Global Opportunity
While this analysis focuses on Amazon US, the global picture is equally compelling. Grand View Research estimates the global pet care e-commerce market at $94.89 billion in 2024, projected to reach $147.59 billion by 2030.
Asia Pacific shows particularly strong growth potential, driven by urbanization and rising disposable incomes. For brands currently focused on North America, international expansion represents significant opportunity.
Strategic Implications: What This Means for Your Brand?
If You’re New to the Pet Category
Focus on underserved niches. The data shows consumers are hungry for innovation, especially in technology-enabled products. Smart feeders, health monitoring devices, and automated solutions offer the best entry opportunities.
Prioritize Subscribe & Save optimization. With 13% more wallet share at stake, your products need to be designed for recurring purchases from day one.
If You’re Already in the Category
Don’t coast on past success. Market leaders like PetSafe are losing ground to more innovative competitors. Continuous product development and strategic positioning are essential for maintaining market share.
Invest in wellness positioning. The $300 million supplement market is just the beginning. Pet owners want products that support their animals’ health and longevity.
For Amazon Marketing Agencies
The pet category’s complexity and growth potential create massive opportunities for agencies with specialized expertise. Understanding seasonal patterns, competitive dynamics, and consumer psychology within pet products enables strategic value far beyond basic SEO campaign management.
Key capabilities for success:
- Deep category knowledge and trend analysis
- Advanced inventory forecasting for seasonal spikes
- Technology product launch expertise
- Subscription commerce optimization
The Bottom Line: Why Pet Brands Win on Amazon?
The Amazon pet category offers something rare in e-commerce: sustainable, profitable growth driven by genuine consumer demand. Pet owners are less price-sensitive, more brand-loyal, and increasingly willing to invest in premium products.
The opportunity is real: 25.3% category growth, $22.6 billion market size, and consumers who prioritize quality over price.
The challenge is execution: Success requires understanding seasonal dynamics, competitive positioning, and the unique psychology of pet owners.
The timing is now: Technology trends, wellness positioning, and subscription commerce are reshaping the category. Brands that move quickly can establish dominant positions before competition intensifies.
Ready to Dominate the Pet Category?
At Amerify, we’ve helped 50+ brands achieve measurable growth on Amazon, with specialized expertise in high-growth categories like pet supplies.
Our data-driven approach combines cutting-edge technology with deep marketplace knowledge to deliver results that matter.
Our pet category expertise includes:
- Advanced PPC management optimized for seasonal trends
- Product listing optimization for competitive pet categories
- Inventory forecasting for subscription-heavy products
- Strategic brand positioning for premium market segments
If you’re serious about pet category growth and want a partner who delivers measurable results, let’s talk.
Get your comprehensive Amazon audit and strategic recommendations.
Contact Amerify today to discover how we can accelerate your pet brand’s growth.
