While electronics and home goods typically dominate Amazon's annual Prime Day shopping extravaganza, an unexpected category has emerged as a major contender: pet supplies. New data reveals these products have quietly become a significant force in consumer spending.
During this year's Prime Day event held July 11-12, pet products ranked as the 12th most popular category , generating a staggering $300 million (approximately €271 million) in total sales. These impressive figures not only demonstrate the substantial potential of the pet economy but also reflect consumers' growing commitment to their animal companions.
Top Performers in the Pet Category
Pet nutrition supplement brand Zesty Paws led the pack with $7.6 million (€6.8 million) in sales, marking a 9% increase from Prime Day 2022. As a flagship brand under H&H Group, Zesty Paws has consistently excelled during Amazon's annual shopping event, with its focus on pet health resonating strongly with consumers.
Flea and tick collar manufacturer Seresto followed closely with $6.6 million (€5.9 million) in sales, while dog treat brand Temptations secured third place with $5.4 million (€4.8 million). Notably, both Seresto and Temptations saw sales growth exceeding 11%, indicating sustained consumer demand for pet health products and treats.
Other notable performers included flea and tick protection brand Frontline ($4.9 million/€4.4 million), Mars-owned dog food brand Cesar ($4.4 million/€3.9 million), and Blue Buffalo ($3.8 million/€3.4 million). Premium pet food brands Purina Pro Plan and Hill's Science Diet each achieved $3 million (€2.7 million) in sales during the event.
Beyond Food: Grooming and Training Products Shine
The pet product boom extended beyond nutrition and health items. The ChomChom Roller pet hair remover for cats and dogs saw sales reach $3.4 million (€3.1 million), becoming the fastest-growing brand in its category with a remarkable 17% year-over-year increase. Electronic training brand PetSafe also performed well with $2.9 million (€2.6 million) in sales.
Similarweb data reveals the massive scale of Amazon Prime Day overall, with an estimated 375 million items sold globally during Prime Day 2023. This figure represents growth of over 200% in just four years, highlighting both the expansion of e-commerce platforms and the vast potential of future consumer markets.
The Rising Value of Pets in Modern Households
The surge in pet product sales during Prime Day reflects broader societal trends in how animals are perceived. Pets have transitioned from being mere animals to becoming family members , emotional companions, and even lifestyle symbols. This shift has led consumers to invest more resources in their pets' health, happiness, and comfort.
As the pet economy continues to expand, the market for pet products is expected to see even greater growth. For brands in this sector, Amazon Prime Day represents a crucial opportunity to enhance visibility and market share. Success will depend on understanding evolving consumer needs, innovating products and services, and delivering higher-quality, personalized solutions for pet owners.
Effective e-commerce strategies—including optimized product listings, improved search rankings, and targeted social media marketing—will be essential for brands aiming to stand out in this competitive landscape. Only by adapting to market changes can companies ride the wave of the growing pet economy and achieve sustainable success.