How competitive is the Vitamin D niche on Amazon Singapore?

12 brands and 26 sellers compete in Vitamin D on Amazon Singapore. The top 5 Vitamin D products take 53% of clicks and its top 5 brands hold 83% of demand.

Vitamin D

a small market ($18K/yr) — Vitamin D doesn't clear our bar today.

Flapen Score

Skip it

Top 24% of 198 Health, Household and Personal Care niches · +5 vs the category median of 37

This niche Category average · 198 niches

Is Vitamin D profitable on Amazon?

According to Flapen's Amazon Singapore niche tracking, Vitamin D is a $18K/yr Amazon Singapore market (19K searches/yr). The top 5 brands hold 83% of demand. Verdict: Skip it — 42/100.

Vitamin D: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -11.0% over the last 90 days and 4.8% of searches end in a purchase.

$18K

revenue / yr

Units sold / yr2K

Search volume / yr-11.0%19K

Conversion rate4.8%

Avg price$19.61

Who owns the niche?

The top 5 brands hold 83% of demand, so 17% of the market is open.

17%

open market share

Brands · sellers12 · 26

Top-5 product click share53%

Open market17%

Avg brand age105 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.7★ — the gap to enter on.

0/100

page quality · 25 products

Top Vitamin D products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Now Foods Supplements Vitamin D3 5000 IU High Potency Structural Support Softgels 240 Count

Price: $17.18
Rating: 4.8/5
Reviews: 40,802
Age: 16y ago

NatureWise Vitamin D3 5000iu (125 mcg) 1 Year Supply for Healthy Muscle Function and Immune Support Non-GMO Gluten Free in Cold-Pressed Olive Oil Packaging Vary (Mini Softgel) 360 Count

Price: $20.60
Rating: 4.8/5
Reviews: 139,663
Age: 12y ago

NOW Foods Supplements Vitamin D-3 2 000 IU High Potency Structural Support 240 Softgels

Price: $13.67
Rating: 4.8/5
Reviews: 20,588
Age: 16y ago

Now Foods Vitamin D-3 1000 IU Softgels 180ct

Price: $8.31
Rating: 4.8/5
Reviews: 4,752
Age: 13y ago

Nature Made Vitamin D3 1000 IU (25 mcg) Dietary Supplement for Bone Teeth Muscle and Immune Health Support 300 Softgels 300 Day Supply

Price: $20.56
Rating: 4.8/5
Reviews: 46,224
Age: 15y ago

Newest

by launch date

Thorne Vitamin D Liquid - Vitamin D Supplement - Supports Healthy Bones and Muscles Cardiovascular Health and Immune Function* - 1 Fl Oz (30 ml)- 600 Servings

Price: $31.14
Rating: 4.6/5
Reviews: 1,010
Age: 2y ago

Swanson Vitamin D3 - Highest Potency 5 000 Iu (125 mcg) 250 Sgels Bone Immune Cardiovascular Calcium Absorption Mood Muscle and Metabolic Health

Price: $16.11
Rating: 4.8/5
Reviews: 1,702
Age: 2y ago

Thorne Vitamin D-1000 - Vitamin D3 Supplement - 1 000 IU - Support Healthy Bones Teeth Muscles Cardiovascular and Immune Function - Gluten-Free Dairy-Free Soy-Free - 90 Capsules

Price: $29.97
Rating: 4.8/5
Reviews: 3,397
Age: 3y ago

Ultiboost Vitamin D3 1000Iu Capsule (Support Strong Healthy Bones) 60S

Price: $21.62
Rating: 5.0/5
Reviews: 1
Age: 4y ago

Blackmores Sunny D 1000 Gold Capsules 60s

Price: $20.00
Rating: 3.3/5
Reviews: 2
Age: 4y ago

Competition: brands, sellers & click share

The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

12 falling

Sellers

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

53%

Top 20: 94%

Open market

12%

Now Foods49%
NatureWise12%
THORNE8%
Nature's Bounty8%
Nature Made6%
Doctor's Best5%
Open — no brand owns it (6 brands, 12%)

Vitamin D demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume19KCVR4.8%Products25Brands12Top 5 Brands83%OOS Rate8.2%Rating4.7★Reviews19,511Avg BSR#655

What reviews say buyers love and hate about Vitamin D

What buyers mention most, as a share of all reviews.

What buyers love

100% of reviews

Vitamin33%

“Good supplement”

Nutritional Content33%

“Big Brand in Dietary supplement market”

Value For Money11%

“Offering excellent value”

Ease Of Chewing/Swallowing11%

“easy to swallow”

Ease Of Use11%

“making them convenient for everyday use”

Vitamin D return rate & reasons

Why buyers send it back, as a share of all return requests.

0.0%

Return rate

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Vegan/Organic

100%

Common Vitamin D questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Vitamin D 42/100 on Amazon Singapore — Skip it. The niche generates $18K/yr across 25 tracked products. Search demand moved -11.0% over the last 90 days.

Vitamin D sells for $19.61 on average on Amazon Singapore, inside our $15–$100 sweet spot. Listings span $6.59–$39.93. The average incumbent carries 19,511 reviews — the moat a new listing must climb.