How the evaluation is actually carried out is not revealed on the website, which only states: "The judges are a group of senior-level marketing, pet product professionals that have personally worked within the pet product space."
The latest winners include well-known international companies along with a number of small suppliers operating exclusively in the USA. Petsafe received an award in the "Bowl, Feeders, Waterers" category, Royal Canin in the category "Food and Treat", Petmate in the "Housing" category, Chewy in the category "Retailers and Services" and Collar in the "Toy" category with its Puller dog fitness tool.