Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveHow to sell pet food on Amazon Italia
A step-by-step guide
Trends and opportunities in the Italian pet sector
According to data from the European Pet Food Industry Federation, approximately 46% of European families have at least one pet.
Italy is one of the biggest markets in Europe alongside Germany, France and Spain. The pet food sector is expected to grow by around 4.9% annually until 2028.
The average consumer is increasingly aware of and interested in safe, sustainable and transparent products. Younger generations (Millennials and Gen Z) see pets as members of the family and are willing to spend more on their health. This trend makes pet food the perfect sector for building a lasting brand.
1
Define your niche
First, decide which pets and owners you will serve. Dog and cat food make up the bulk of demand (with more than 9 million dogs and 10 million cats in Italy), but don't underestimate the opportunities available in the fish, small mammal and bird segments. Within each species, consider specialising by life stage (e.g. puppies, adults, elderly dogs), specific breeds or special needs (allergies, grain-free diets, organic foods).
2
Develop a quality product selection
Whether you are reselling popular brands or launching your own pet food brand, ensure that your products meet high quality standards. Emphasise unique selling points—such as natural ingredients, vet-approved recipes or ingredients of Italian origin—to stand out from your competitors. A good strategy is to offer variety but with a focus, such as functional foods, preservative-free snacks or lines dedicated to hair health or digestion.
3
Source and manage your supply chain
Working with reliable suppliers and planning efficient logistics are essential. Ensure that packaging is suitable for shipping, especially if you use Fulfilment by Amazon (FBA), which has specific storage and packaging requirements. Start with small batches to test demand and build adequate stock to avoid stock-outs.
4
Price your products competitively
Analyse your target market on Amazon.it to identify the average prices of similar products. Remember to factor in Amazon costs, including referral fees and fulfilment fees. You can offer benefits such as multi-pack discounts, bundles (e.g. kibble + snacks) or repeat-purchase programmes such as "Subscribe and Save" to retain customers and increase the average value per order.
5
Plan for customer service
Fast and timely assistance is crucial. Respond promptly to customer questions, handle any complaints with empathy and ask first-time buyers for reviews. Other users' opinions carry weight for new customers, especially in the pet sector, where trust is essential.
Navigating Italian pet food regulations
- Before you start selling pet food on Amazon.it, you must ensure full compliance with current regulations. You will need to register as a Feed Sector Operator (Operatore del Settore Mangimi) with your local health authority (azienda sanitaria locale). Registration is a legal requirement even if you only store products rather than make them.
- Pet food must be produced in authorised facilities; domestic kitchens cannot be used to prepare food intended for sale. Labels must include accurate and transparent information, including the list of ingredients, nutritional values (such as protein and fat percentages), instructions for use, batch number and expiry date. If you import from non-EU countries, check the need for specific health and customs certifications.
- Prioritising compliance not only keeps you legally protected but also positions your brand as a responsible and reliable choice. Transparency and safety are particularly important to consumers who are attentive to the health of their animals.
Example: Breakdown of costs for pet food*
Selling price:
Referral fee (15%):
FBA fulfilment fee (standard 1.9 kg package):
Storage fee:
€10
€0.50
€5.29
€0.12/month
* These are rough estimates; actual costs and margins may vary significantly depending on specific products, competitors and other factors. Storage costs may vary depending on the size of the product and the time of year. The profit margins are approximate ranges after accounting for the main Amazon fees.
How to optimise your listings on Amazon.it
An effective product listing is one of the most powerful tools for increasing conversions.
- Include relevant keywords in the title, such as the species, life stage, size and main ingredient. For example: "Grain-free natural kibble with salmon for medium-sized adult dogs".
- In the description field, use clear paragraphs and bullet points to highlight the main benefits: the ingredients used, the advantages for animal health, the recommended daily dose and the origin of the product.
- The images must be high resolution, preferably on a white background, and show the packaging, content and nutritional values.
- Consider adding a short video to further engage shoppers.
- If you've enrolled your brand with Amazon Brand Registry, you can create A+ Content with personalised visual elements that tell the story of your brand and highlight its unique advantages.
Amazon tools to grow your business in the pet food industry
Amazon offers several tools to help you scale your business:
1
With Fulfilment by Amazon (FBA), you can fully delegate management of storage, packaging and shipping, making your products eligible for Prime delivery. This increases visibility and improves customer satisfaction.
2
With the Subscribe & Save programme, you can encourage repeat purchases by offering discounts for scheduled monthly deliveries. This is especially useful for consumable products such as pet food.
3
Amazon Brand Registry enables you to protect your brand and access advanced marketing tools such as A+ Content, personalised storefronts and in-depth reports.
4
You can also use Sponsored Ads to promote your products in prominent positions in search results. Last but not least, Lightning Deals and vouchers are a great way of increasing visibility and generating peak sales on special occasions.
Marketing strategies for your pet brand
Promote your brand outside the platform in addition to using Amazon tools.
Collaborate with micro-influencers in the pet world, vets or dog trainers.
Offer free samples in exchange for authentic content and video reviews.
You can activate Amazon Vine, if eligible, to receive verified reviews on your new products.
Furthermore, creating a mailing list and sending newsletters with useful tips or discount codes to loyal customers is a strategic move to increase retention.
Conclusion: Successfully launch your pet business on Amazon.it
The pet food market in Italy offers great opportunities. Amazon's strength means you can start even with a small amount of stock and grow progressively. Remember: product quality, regulatory compliance, optimised descriptions and a good customer experience are the key to success.
Amazon gives you the tools you need for selling, but it's up to you to make your brand stand out with passion and care. Start your pet food selling journey today!
FAQs — Frequently asked questions about selling pet food on Amazon.it
1. Do I need to register to sell pet food on Amazon.it?
Yes. You must register as a Feed Sector Operator with your local health authority, even if you are only storing rather than making products.
2. Can I sell products by other brands or just my own?
You can resell existing brands or create your own brand. The private label option allows for higher margins.
3. What's the recommended minimum starting capital?
Many sellers start with a budget of around €1000–2000, which is enough for a stock base, initial marketing and fulfilment.
4. What products are the most popular on Amazon.it?
Kibble for adult dogs, grain-free food for sterilised cats, and functional and natural snacks.
5. Is it necessary to use FBA?
It's not compulsory, but it's highly recommended. Fast delivery, Prime visibility and automated management offer competitive advantages.
6. How can I get initial reviews?
You can use Amazon Vine (if available), offer small after-sales discounts and ask for feedback in follow-up emails.
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