Yeah, so there is a GOOD chance that the main competitor could be getting volume from the keyword “dog sling” even though it is not that relevant for the product you are looking at.
This is why it is always a good idea to examine more “broad” terms that products can be getting their sales from. You will have to make a decision to either launch on the lesser keywords or go for “dog sling” as well, because if that’s where more of the volume comes from (and your main competitor is the top ranked seller there), it is probably the best chance for you to get more sales even if it is less relevant.
What do you think?
But yeah, you will definitely need to target it with ads for sure.