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Selling Pet Gifts On Amazon During The Holidays: What To Know Now
Pet owners love to shop for their furry friends and the holidays present an even greater opportunity for increased sales in this category. Pet products and services already rank in billions of dollars of revenue each year. In fact, it’s estimated that the U.S. pet industry reached $99 billion in 2020.
According to a 2021 report, Pet Supplies rank as the #10 top-selling category on Amazon, accounting for 13% of Amazon sales in the U.S. Per that same report, pet product sellers on Amazon have an average profit margin of 23%, which is on the high end, considering that the average profit margin ranges between 17%-26% for Amazon sellers overall in all product categories.
Pet Industry Spending Trends and Stats
As household pets are often elevated to the status of family members, pet owners are trending towards spending more to give their pets the best food, supplies, and care.
According to Petpedia, more than 67% of American households own at least one pet, and over 50% of cat and dog owners give their pet a Christmas gift or treat.
Consider these additional pet industry statistics:
- 61% of U.S. pet owners will pay more for foods to target pets’ dietary needs.
- Dog owners spend $73 a year on grooming.
- 21% of pet owners spent more money on pets during the Covid-19 pandemic.
- 31% of pet industry customers are Millennials.
- Cat and dog owners spend about $300 a year on pet food and treats.
- 69% of Millennials opt for their pets’ natural and organic products.
- 43% of dog owners and 41% of cat owners buy premium pet food.
Selling Pet Supplies on Amazon
Selling pet products on Amazon does not come with category-specific restrictions unless you sell Handmade Pet Supplies, Animals & Animal-Related Products, and any pet toys that contain lasers, which must comply with the Laser Pointers and Related Products policy.
Pet owners have very specific tastes and expectations when it comes to supplies and gifts for their furry friends. According to Amazon’s current top pet supplies list, frequent sellers include a range of functional and playful items to keep their four-legged friend healthy and entertained. Below are just a few popular items by pet:
- Dog toys (especially those that contain a squeaker)
- Chew toys
- Wet dog food
- Dry dog food (grain-free and real meat)
- Puppy pads
- Dog treats (including real meat and organic treats)
- Collars and leashes
- Wet cat food
- Dry cat food
- Cat treats (in bulk)
- Interactive toys
- Cat litter
- Pet cameras with treat tosser
- Pet hair remover
- Tank filters
- Aquarium gravel (fluorescent colors included)
- Filter cartridges (both assembled and unassembled)
- Feeders (daily and extended trip)
- Water conditioners
- Fish food (stress reducers, vibrancy enhancers and balanced diet options)
To be eligible for selling pet products during the Q4 holiday season, make sure you meet all of the Amazon FBA deadlines for restocking holiday inventory. November 1st is Amazon’s FBA inventory cut-off date for U.S. sellers to ensure your merchandise is available for sale in time for Black Friday, Cyber Monday, and Christmas. Other important dates for FBA sellers can be found in this 2021 Holiday Calendar.
Holiday Tips for Selling Pet Gifts on Amazon
Buyers of pet supplies are driven by the emotional desire to protect their pets and assure the best for their health and well-being. Therefore, pet owners’ purchase decisions tend to be based on seeking out trustworthy brands and high-quality products. They want to trust that the toys, treats, and items they buy for their pets are safe and reliable.
Considering these factors, sellers and brands who sell pet supplies and gifts can consider these tips to help optimize your holiday sales strategies.
Display Lifestyle Images
As pet products are an emotionally-driven category, it’s essential to display lifestyle images that show your product being used in a natural setting. For instance, a photo of a dog using your chew toy will appeal to shoppers as they envision that toy making their own furry friend happy, and such images also show the actual size of the product, which helps ensure buyer confidence. Consider including 2 – 4 lifestyle images on each product listing and one short video, if possible.
Use A+ Content
A+ Content is a valuable marketing tool for sellers enrolled in Amazon Brand Registry, and this is especially true if you sell in the Pet Supplies category. With more real estate on your product detail pages for images and copy, your A+ Content can help assure pet owners of the value, safety, and reliability your products offer. It also provides the opportunity to tell your brand’s story, which can help gain shoppers’ trust.
To best optimize your A+ Content, share your brand’s values, display additional lifestyle images, highlight product features and benefits, provide a sizing chart if applicable to the product, and link to your brand’s other items through the inclusion of a product comparison chart.
Create an Amazon Brand Store
Building your brand’s own storefront on Amazon helps shoppers discover your brand and shop your entire product line from one dedicated page. While having your own brand store is a valuable tool for Amazon sellers and merchants year-round, it presents an even greater opportunity for growth during the Q4 holiday shopping season.
Building your own brand store is free and easy, and the only requirement is that sellers be enrolled in Amazon Brand Registry. Your store allows you to showcase your products and connect your brand with new and existing customers.
You can even implement a holiday theme to your store by creating curated gift lists where you can highlight “Gifts for Puppies,” “Dog Toy Gifts,” and showcase other gift suggestions based on your product line. You’ll also get a dedicated URL (amazon.com/your brand) that you can link in your marketing campaigns, social media, customer emails, and more.
Be sure to follow these tips for selling pet gifts on Amazon during the Q4 holiday selling period. For more guidance on planning and implementing successful holiday sales strategies, check out Feedvisor’s webinar on How to Prepare Your Amazon Business for 2021 Holiday Selling.