---
title: "equate — Niche Verdict: Skip it (39/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/health-household/equate"
last_updated: "2026-07-14T03:05:06.248Z"
locale: en
meta:
  description: "a small market ($59K/yr) — equate doesn't clear our bar today."
  "og:description": "a small market ($59K/yr) — equate doesn't clear our bar today."
  "og:title": "equate — Niche Verdict: Skip it (39/100) | Amazon United States - Flapen"
---

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# **equate**

**Skip it**

A small market ($59K/yr) — this niche doesn't clear our bar today.

Market size 15Growth 24Conversion 98Competition 15Returns 100Price range 47Avg price 71Brand share 18Review moat 23Quality gap 20

**Returns**

**Incredible****0.0%**

return rate — above 6% kills the launch gate

**Conversion**

**Incredible****17.4%**

search→purchase rate — share of searches ending in a sale

**Avg price**

**Good****$14.51**

avg listing price — sweet spot $15–$100

**Price range**

**Okay****$3.53–$24.97**

cheapest to priciest tracked listing — scored on the share inside $15–$100

**Growth**

**Bad****-2.4%**

90-day search growth — must beat 0% to launch

**Review moat**

**Bad****6,823.83**

avg incumbent reviews — the moat a new listing must climb

**Quality gap**

**Bad****4.7★**

avg incumbent rating — lower means beatable quality

**Brand share**

**Bad****93%**

top-5 brand share — brand-locked demand

**Market size**

**Bad****$59K**

$59K/yr · 24K searches

**Competition**

**Bad****82%**

top-5 click share — a locked-up shelf

## **Competition**

The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.

**Brands**

**8 **—flat

**Sellers**

**136**

**Top-5 brand share**

**93%**

**Open market**

**4%**

- Equate49% - maker explorador26% - Amazon Basic Care9% - Generic5% - HealthA2Z3% - Leader3% - Open — no brand owns it (2 brands, 4%)

## **Product shelf**

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%10%$6K20%$12K30%$18K40%$24K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 12 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Equate - Stool Softener 100 mg 140 Capsules (Compare to Colace) (1)](https://m.media-amazon.com/images/I/41DVSuSc+AL.jpg)**Equate - Stool Softener 100 mg 140 Capsules (Compare to Colace) (1)**Equate**$9.34**4.6★1,565 rev](https://www.amazon.com/dp/B004QVIPLK) [2![Maker Explorador Equate Stool Softener Plus Stimulant Laxative Tablets for Constipation 240 Count and Card Gift Private Label](https://m.media-amazon.com/images/I/51biPEX6GdL.jpg)**Maker Explorador Equate Stool Softener Plus Stimulant Laxative Tablets for Constipation 240 Count and Card Gift Private Label**maker explorador**$19.23**4.8★58 rev](https://www.amazon.com/dp/B0DJTYMQ3N) [3![Equate - Stool Softener 100 mg 280 Softgels (Compare to Colace)](https://m.media-amazon.com/images/I/51DJ6Shcq8L.jpg)**Equate - Stool Softener 100 mg 280 Softgels (Compare to Colace)**Equate**$17.91**4.8★716 rev](https://www.amazon.com/dp/B0170GIUG2) [4![Amazon Basic Care Stool Softener Laxative Docusate Sodium 100 mg Softgels For Constipation Relief 100 Count](https://m.media-amazon.com/images/I/31-X-LQqaBL.jpg)**Amazon Basic Care Stool Softener Laxative Docusate Sodium 100 mg Softgels For Constipation Relief 100 Count**Amazon Basic Care**$3.53**4.6★44,407 rev](https://www.amazon.com/dp/B07BHYGRV8) [5![Equate Stool Softener Laxative Softgels 100 mg 400 Count and. Card Gift of Maker Explorador Private Label](https://m.media-amazon.com/images/I/41Qy0efyC+L.jpg)**Equate Stool Softener Laxative Softgels 100 mg 400 Count and. Card Gift of Maker Explorador Private Label**maker explorador**$21.25**4.6★47 rev](https://www.amazon.com/dp/B0DJ29LLXX)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Stool Softeners 240 Tablets Stool Softener for Women and Men Docusate Sodium 50mg with Sennosides 8.6mg Stool Softener Laxative Tablets (Pack of 1)](https://m.media-amazon.com/images/I/41Dtwd9e05L.jpg)**Stool Softeners 240 Tablets Stool Softener for Women and Men Docusate Sodium 50mg with Sennosides 8.6mg Stool Softener Laxative Tablets (Pack of 1)**Generic**$19.91**2 rev5mo ago](https://www.amazon.com/dp/B0GHT5LKSF) [![Stool Softener Plus Stimulant Laxative Tablets for Constipation 120 Ct](https://m.media-amazon.com/images/I/41jeEIibIsL.jpg)**Stool Softener Plus Stimulant Laxative Tablets for Constipation 120 Ct**Generic**$13.69**63 rev7mo ago](https://www.amazon.com/dp/B0G49WP1FS) [![Maker Explorador Equate Stool Softener Plus Stimulant Laxative Tablets for Constipation 240 Count and Card Gift Private Label](https://m.media-amazon.com/images/I/51biPEX6GdL.jpg)**Maker Explorador Equate Stool Softener Plus Stimulant Laxative Tablets for Constipation 240 Count and Card Gift Private Label**maker explorador**$19.23**58 rev1y ago](https://www.amazon.com/dp/B0DJTYMQ3N) [![Equate Stool Softener Laxative Softgels 100 mg 400 Count and. Card Gift of Maker Explorador Private Label](https://m.media-amazon.com/images/I/41Qy0efyC+L.jpg)**Equate Stool Softener Laxative Softgels 100 mg 400 Count and. Card Gift of Maker Explorador Private Label**maker explorador**$21.25**47 rev1y ago](https://www.amazon.com/dp/B0DJ29LLXX) [![Gentle Stool Softener Capsules 100mg 400 Count for Consistent Bowel Aid - Equate + Create Sticker](https://m.media-amazon.com/images/I/41iWTPFv7+L.jpg)**Gentle Stool Softener Capsules 100mg 400 Count for Consistent Bowel Aid - Equate + Create Sticker**Create and Bundle**$24.97**43 rev1y ago](https://www.amazon.com/dp/B0DC87XHMN)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Stool Softeners 240 Tablets Stool Softener for Women and Men Docusate Sodium 50mg with Sennosides 8.6mg Stool Softener Laxative Tablets (Pack of 1)](https://m.media-amazon.com/images/I/41Dtwd9e05L.jpg)**Stool Softeners 240 Tablets Stool Softener for Women and Men Docusate Sodium 50mg with Sennosides 8.6mg Stool Softener Laxative Tablets (Pack of 1)**Generic**$19.91**4.5★**▲ 230%**](https://www.amazon.com/dp/B0GHT5LKSF) [![Stool Softener Plus Stimulant Laxative Tablets for Constipation 120 Ct](https://m.media-amazon.com/images/I/41jeEIibIsL.jpg)**Stool Softener Plus Stimulant Laxative Tablets for Constipation 120 Ct**Generic**$13.69**4.7★**▲ 160%**](https://www.amazon.com/dp/B0G49WP1FS) [![Maker Explorador Equate Stool Softener Plus Stimulant Laxative Tablets for Constipation 240 Count and Card Gift Private Label](https://m.media-amazon.com/images/I/51biPEX6GdL.jpg)**Maker Explorador Equate Stool Softener Plus Stimulant Laxative Tablets for Constipation 240 Count and Card Gift Private Label**maker explorador**$19.23**4.8★**▲ 46%**](https://www.amazon.com/dp/B0DJTYMQ3N) [![Amazon Basic Care Stool Softener Laxative Docusate Sodium 100 mg Softgels For Constipation Relief 100 Count](https://m.media-amazon.com/images/I/31-X-LQqaBL.jpg)**Amazon Basic Care Stool Softener Laxative Docusate Sodium 100 mg Softgels For Constipation Relief 100 Count**Amazon Basic Care**$3.53**4.6★**▲ 24%**](https://www.amazon.com/dp/B07BHYGRV8) [![HealthA2Z Stool Softener Docusate Sodium 100mg Red & White Capsules Dependable & Stimulant-Free Gentle Constipation Relief 400 Counts](https://m.media-amazon.com/images/I/41iScH7GTiL.jpg)**HealthA2Z Stool Softener Docusate Sodium 100mg Red & White Capsules Dependable & Stimulant-Free Gentle Constipation Relief 400 Counts**HealthA2Z**$10.00**4.7★**▲ 13%**](https://www.amazon.com/dp/B08YP9LWKR)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -2.4% search growth over the last 90 days.

5K3KSpike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: Feb, Sep, Oct, Nov · busiest ÷ quietest = 9.4×

## **Reviews**

What buyers praise and complain about, mined from review topics.

### **What buyers love **

**Value For Money**22%

*“Great deal”*

**Efficiency**19%

*“It does its job very well”*

**Advertised Vs Actual Product**14%

*“As advertised”*

**Quality-Overall**10%

*“Just as good as the name brand”*

**Soft Feel**5%

*“Very gentle”*

**Ease Of Chewing/Swallowing**4%

*“They are small pill pills so there is no problem with swallowing them”*

**Regulates Digestion**4%

*“Easy on the tummy”*

**Ease Of Use**3%

*“Very easy to use”*

**Acid Regulator/Stomach Ache Relief**2%

*“This item is very relaxed on your stomach”*

**Strength**2%

*“effective and easy to swallow”*

### **What buyers complain about **

**Functionality-Overall**34%

*“Not as effective as I thought”*

**Value For Money**6%

*“could have bought else where for 60% less”*

**Smell**5%

*“Smells like tide laundry detergent”*

**Acid Regulator/Stomach Ache Relief**4%

*“Upset stomach”*

**Dosage**4%

*“Tried taking 2 pills, still nothing”*

**Regulates Digestion**3%

*“its caused SEVERE constipation”*

**Instructions/User Manual/Troubleshooting**3%

*“I'm so disappointed that I can't use the bottle with the instructions on how to use the medication”*

**Side Effects**3%

*“Caused cramps and diarrhea”*

**Advertised Vs Actual Product**2%

*“Wrong description of product”*

**Quality-Overall**2%

*“Trash”*