Is biotin profitable to sell on Amazon United Kingdom?

The niche generates £1.3M/yr across 7 tracked products. 90-day search growth is -25.5%. Flapen's verdict: Skip it (42/100).

How competitive is the biotin niche?

6 brands and 14 sellers compete. The top 5 products take 94% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in biotin?

Top complaints mined from reviews: Functionality-Overall, Dosage, Hair Related. The return rate is 0.1%.

When does demand for biotin peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the biotin niche?

Listings span £5.66–£10.43; the average listing price is £7.66 (sweet spot $15–$100). The average incumbent carries 5,275 reviews — the moat a new listing must climb.

biotin

Skip it

Prices mostly outside the sweet spot ($5.66–$10.43) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible16.6%

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

Market size

Great£1.3M

£1.3M/yr · 1.0M searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Bad5,275.43

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£7.66

avg listing price — sweet spot $15–$100

Growth

Bad-25.5%

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

Brand share

Bad97%

top-5 brand share — brand-locked demand

Competition

Bad94%

top-5 click share — a locked-up shelf

Price range

Bad£5.66–£10.43

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

According to Flapen's Amazon United Kingdom niche tracking, biotin is a £1.3M/yr Amazon United Kingdom market (1.0M searches/yr). The top 5 brands hold 97% of demand. Verdict: Skip it — 42/100.

Data updated Jul 25, 2026 · scored weekly · How we score niches

biotin market data

Units sold / yr: 150K–200K; avg 15,000–20,000/product
Revenue / yr: £1.1M–£1.5M; units × avg price
Conversion rate: 16.6%
Avg BSR: #5
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 48 months
Avg seller age: 159 days

Competition & brand share

The top 5 products capture 94% of clicks — a locked-up shelf that new listings rarely crack.

Brands

6 falling

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

94%

Top 20: 100%

Open market

Nutrition Geeks57%
WeightWorld17%
NEW LEAF PRODUCTS11%
Incite Nutrition7%
Solgar5%
EVO NUTRITION3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -25.5% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top biotin search terms

biotin537K/yr -24.4%14.9% conv.
biotin hair growth247K/yr -26.8%14.1% conv.
biotin and collagen supplements72K/yr -16.9%9.2% conv.
biotin tablets62K/yr -30.1%12.8% conv.
biotin supplements17K/yr -54.0%8.7% conv.
vitamin b78K/yr -19.0%7.1% conv.
biotin hair vitamins7K/yr -40.6%7.4% conv.
biotin for nails6K/yr -12.3%7.9% conv.
biotin high strength5K/yr +19.7%5.2% conv.
biotin for hair8K/yr -24.3%6.4% conv.

All search terms

Top biotin products on Amazon

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

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

All 7 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Biotin Hair Growth Supplement - 180 Vegan Tablets Enhanced with Zinc & Selenium Hair Vitamins Complex - Biotin 10000 mcg - Hair Skin and Nails Vitamins for Women & Men UK (Packaging Design May Vary)

Nutrition Geeks£5.664.4★12,621 rev

Biotin Tablets - 365 Vegan Tablets - 1 Year Supply - 1 Tablet per Day

WeightWorld£8.094.5★8,488 rev

Biotin Hair Growth Vitamins 12 000mcg D-Biotin Tablets Enriched with Zinc & Selenium Vegan Beauty Hair Skin & Nails Vitamins for Women and Men High Strength - 3 Months Supply UK Made - New Leaf

NEW LEAF PRODUCTS£7.134.5★3,465 rev

Incite Nutrition Biotin Hair Growth Support Supplement 12 000mcg - 400 Tiny 6mm Tablets (Full Year Plus Supply) - for Men & Women

Incite Nutrition£7.434.3★6,002 rev

Solgar Biotin 5000 mcg Vegetable Capsules - High Strength Formula - Supports Hair Growth Glowing Skin Energy & Vitality - Health Supplement - Sugar Free - Suitable for Vegans - Pack of 50

Solgar£10.434.6★4,633 rev

Newest

by launch date

Biotin Max with Zinc & Selenium | High Strength Vitamins & Minerals to Support Hair Skin & Nail Health | Vegan Food Supplement Complex | 400 Tablets for a 13 Month Supply | UK Made by EVO Nutrition

EVO NUTRITION£7.61313 rev

3y ago

Biotin Hair Growth Supplement - 1 Year Supply High Strength 10 000mcg

Nutrition Geeks£7.261,406 rev

3y ago

Incite Nutrition Biotin Hair Growth Support Supplement 12 000mcg - 400 Tiny 6mm Tablets (Full Year Plus Supply) - for Men & Women

Incite Nutrition£7.436,002 rev

4y ago

Biotin Hair Growth Supplement - 180 Vegan Tablets Enhanced with Zinc & Selenium Hair Vitamins Complex - Biotin 10000 mcg - Hair Skin and Nails Vitamins for Women & Men UK (Packaging Design May Vary)

Nutrition Geeks£5.6612,621 rev

5y ago

Biotin Hair Growth Vitamins 12 000mcg D-Biotin Tablets Enriched with Zinc & Selenium Vegan Beauty Hair Skin & Nails Vitamins for Women and Men High Strength - 3 Months Supply UK Made - New Leaf

NEW LEAF PRODUCTS£7.133,465 rev

5y ago

What buyers say about biotin

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

What buyers love

Hair Growth24%

“Hair growth improvement”

Quality-Overall17%

“Great product, delivers on results”

Value For Money14%

“Good value for money”

Ease Of Chewing/Swallowing8%

“Easy to swallow”

Vitamin5%

“Vitamins, easy to swallow good amount of supply”

Ease Of Use5%

“easy to use”

Advertised Vs Actual Product4%

“As described and great value for money”

Efficiency2%

“It works it's really good it's helped me a lot”

Thickness2%

“Helped with my hair thinning in menopause”

Side Effects1%

“I saw no effects for a while”

What buyers complain about

Functionality-Overall15%

“Havent worked for me”

Dosage6%

“your body will not absorb the amount you think it is in the daily dose”

Hair Related6%

“Just a shame they didn't work for hair or nail health”

Size-Overall5%

“Theyre also tiny”

Hair Growth5%

“Although I didn't see a change in hair growth”

Thickness5%

“Hair has come a bit thicker”

Allergies5%

“.after taking it for 2 days my lower legs were swelling up and became very itchy and red”

Vitamin4%

“Its not good for someone who just started taking these vitamins”

Value For Money3%

“I spent money”

Side Effects3%

“Not sure about these as they made me ill”

Common questions

Is biotin profitable to sell on Amazon United Kingdom?: The niche generates £1.3M/yr across 7 tracked products. 90-day search growth is -25.5%. Flapen's verdict: Skip it (42/100).
How competitive is the biotin niche?: 6 brands and 14 sellers compete. The top 5 products take 94% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in biotin?: Top complaints mined from reviews: Functionality-Overall, Dosage, Hair Related. The return rate is 0.1%.
When does demand for biotin peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the biotin niche?: Listings span £5.66–£10.43; the average listing price is £7.66 (sweet spot $15–$100). The average incumbent carries 5,275 reviews — the moat a new listing must climb.