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Choline

Fail

The top 5 products take 81% of clicks, so Choline is a Fail.

Flapen Score
45
45 / 100
Ranks 1,255 of 2,035 Health & Personal Care niches · −3 vs the category median of 48
Market size
£128K/yr92K searches / yr
90-day growth
-4.4%search demand this quarter
Competition
81%top-5 click share · 9 brands · 15 sellers

Flapen Score

Choline against its category

The dotted line is the Health & Personal Care average. Past it, Choline is stronger. Inside it, weaker.

45Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Choline market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Choline 92K times last year and spent an estimated £128K. The top 5 brands take 83% of clicks. Flapen scores it 45 out of 100, a Fail.

01 · Demand

An estimated 12.6% of those searches ended in a purchase.

Shoppers searched for this 92K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 12.6% of those searches ended in a purchase. Searches in the last 90 days moved -4.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £128K a year.

Searches, last 12 months
92K
Growth, 90 days vs prior 90
-4.4%
Conversion, latest week
12.6%
Market size, estimated
£128Ka year
Peak month
May1.4× the quietest month
Top search term
choline52K searches a year

02 · Price

A sale here is worth £11.08.

Listings sell for £11.08 on average, from £5.85 to £17.30. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 750 to 1,000 of them. At £11.08 that is £8K to £11K a year per listing.

Average price
£11.08under the $15 to $100 sweet spot
Price range
£5.85–£17.30
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
750–1,000
Revenue per listing a year
£8K–£11K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads.

91% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #10 within Lipid. It carries 633 reviews at 4.43 stars, so a new listing needs social proof before a better product.

Sponsored listings
91%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#10in Lipid
Average rating
4.43 starsAmazon United Kingdom average 4.36 stars
Average reviews
633per listing
Listings tracked
11

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 55 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
55 months

Products

Top Choline products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 25, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 81% of clicks. A locked shelf that new listings rarely crack.

£0£13K£26K£39K£51K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

9 falling

Sellers

15

Est. top-5 brand share

83%

Top 20: 100%

Est. top-5 click share

81%

Top 20: 100%

Open market

11%

  • Solgar36%
  • WeightWorld19%
  • Zita West11%
  • dr vegan10%
  • ALPHA017%
  • Vegavero6%
  • Open — no brand owns it (3 brands, 11%)

Demand

Choline search demand

Weekly searches over the year, seasonality beneath. Pick a range.

3K2KSpike '24Spike '25Prime Day '25Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Choline search terms shoppers use

The exact words shoppers type, with estimated yearly volume, growth, and conversion.

  • choline52K/yr
  • choline supplement27K/yr
  • choline supplement pregnancy8K/yr
  • choline bitartrate5K/yr

Reviews and returns

What reviews say buyers love and hate about Choline

We read the reviews and the return reasons for every product selling here.

23%of positive reviews mention “Quality-Overall”
17%of negative reviews mention “Regulates Digestion”
0.1%of orders come back
“THIS CHEMICAL IS BAD FOR YOUR GUT AND IS BAD FOR THE BABIES GUT”
A buyer, on “Regulates Digestion”17% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

16 topics

NegativePositive

FAQ

Common Choline questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data