Is ensure profitable to sell on Amazon United Kingdom?

The niche generates £1.1M/yr across 19 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -7.7%. Flapen's verdict: Worth a look (56/100).

How competitive is the ensure niche?

5 brands and 67 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in ensure?

Top complaints mined from reviews: Value For Money, Taste-Overall, Nutritional Content. The return rate is 0.0%.

When does demand for ensure peak?

Demand is steady year-round — the busiest month runs 1.2× the quietest.

What does it cost to enter the ensure niche?

Listings span £11.18–£63.64; the average listing price is £31.19 (sweet spot $15–$100). The average incumbent carries 395 reviews — the moat a new listing must climb.

ensure

Worth a look

Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Avg price

Incredible£31.19

avg listing price — sweet spot $15–$100

Price range

Great£11.18–£63.64

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

Conversion

Great8.6%

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

Review moat

Great395.32

avg incumbent reviews — the moat a new listing must climb

Market size

Great£1.1M

£1.1M/yr · 408K searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Competition

Okay63%

top-5 click share — leaders hold, buyers still browse

Growth

Bad-7.7%

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

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, ensure is a £1.1M/yr Amazon United Kingdom market (408K searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 56/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

ensure market data

Units sold / yr: 30K–40K; avg 1,250–1,500/product
Revenue / yr: £936K–£1.2M; units × avg price
Conversion rate: 8.6%
Avg BSR: #113
Page quality: 0%
Prime: 63%
Sponsored: 84%
Out of stock: 1.1%
Avg brand age: 72 months
Avg seller age: 164 days

Competition & brand share

The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.

Brands

5 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

63%

Top 20: 100%

Open market

Ensure59%
NutriVigor32%
Ensure Compact3%
Abbott3%
Ensure Plus Advance2%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -7.7% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.2×

Open Trend

Top ensure search terms

ensure120K/yr -7.4%7.2% conv.
ensure drinks for elderly62K/yr +51.7%9.2% conv.
ensure plus45K/yr +42.9%6.1% conv.
ensure drinks34K/yr -9.9%5.4% conv.
ensure plus shakes68K/yr -66.3%6.2% conv.
ensure compact18K/yr -0.8%4.4% conv.
ensure plus shakes for weight gain21K/yr -36.1%5.6% conv.
ensure nutrivigor9K/yr +0.4%8.6% conv.
ensure powder10K/yr -5.4%5.5% conv.
ensure vanilla5K/yr -26.0%13.9% conv.

All search terms

Top ensure 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 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Ensure NutriVigor Nutritional Shake Vanilla Flavour 8 x 220ml Boosts Energy Ready-to-Drink Food Supplement with Protein HMB and27 Vitamins and Minerals

Ensure£18.454.6★71 rev

Ensure Plus Milkshake Style Nutritional Supplement Drink Flavour Contains Protein Vitamins and Minerals Strawberry 200ml (Pack of 24)

Ensure£49.674.5★441 rev

Ensure NutriVigor Nutritional Shake Vanilla Flavour 400g Food Supplement with Protein HMB & 27 Vitamins & Minerals Supports Strength Energy & Immunity With Vitamin D C & B

NutriVigor£13.734.4★1,943 rev

Ensure NutriVigor Nutritional Shake Strawberry Flavour 400g Food Supplement with Protein HMB & 27 Vitamins & Minerals Supports Strength Energy & Immunity With Vitamin D C & B

NutriVigor£14.484.5★753 rev

Ensure NutriVigor Nutritional Shake Vanilla Flavour 850g Food Supplement with Protein HMB & 27 Vitamins & Minerals Supports Strength Energy & Immunity With Vitamin D C & B

NutriVigor£28.834.5★309 rev

Newest

by launch date

Ensure NutriVigor Nutritional Shake Vanilla Flavour 8 x 220ml Boosts Energy Ready-to-Drink Food Supplement with Protein HMB and27 Vitamins and Minerals

Ensure£18.4571 rev

7mo ago

Ensure NutriVigor Nutritional Shake Chocolate Flavour 8 x 220ml Boosts Energy Ready-to-Drink Food Supplement with Protein HMB and27 Vitamins and Minerals

Ensure£16.9918 rev

7mo ago

Ensure Plus Milkshake Vanilla 200ml x 24

Ensure£49.4950 rev

1y ago

EnSure Plus Peach x 15

Ensure£32.0056 rev

2y ago

Ensure NutriVigor Nutritional Shake Chocolate Flavour 12 x 220ml Boosts Energy Ready-to-Drink Food Supplement with Protein HMB and27 Vitamins and Minerals

NutriVigor£27.4197 rev

3y ago

What buyers say about ensure

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

What buyers love

Taste-Overall21%

“Nice taste and very creamy”

Nutritional Content16%

“benefit for health nutrient in my body”

Quality-Overall14%

“Good product very heathy”

Value For Money8%

“Good value”

Energy Level7%

“Great for your energy build up”

Flavor6%

“Loving the flavour”

Advertised Vs Actual Product5%

“Excellent, just what I was looking for”

Vitamin4%

“Very good to help deliver vitamins to fussy eaters or people who need extra support”

Ease Of Use3%

“Easy to use”

Weight Loss2%

“Fantastic food supplement for elderly people with loss of appetite”

What buyers complain about

Value For Money14%

“Is expensive,”

Taste-Overall14%

“The taste is markedly different”

Nutritional Content7%

“could not eat for several days”

Ease Of Use6%

“Difficult to assess after a week”

Flavor5%

“Chocolate flavour is not the best however is a very complete shake”

Sweetness4%

“Tasty milkshakes that are not overly sweet”

Quality-Overall3%

“Rubbish”

Size-Overall3%

“Wish it came in bigger canister”

Advertised Vs Actual Product3%

“It is unclear why they continue to make false advertising claims”

Contamination3%

“It can be dangerous to drink a supplement from a tin that is dented in this way”

Top return reasons

Flavor50%

Size-Overall25%

Advertised Vs Actual Product25%

Common questions

Is ensure profitable to sell on Amazon United Kingdom?: The niche generates £1.1M/yr across 19 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -7.7%. Flapen's verdict: Worth a look (56/100).
How competitive is the ensure niche?: 5 brands and 67 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in ensure?: Top complaints mined from reviews: Value For Money, Taste-Overall, Nutritional Content. The return rate is 0.0%.
When does demand for ensure peak?: Demand is steady year-round — the busiest month runs 1.2× the quietest.
What does it cost to enter the ensure niche?: Listings span £11.18–£63.64; the average listing price is £31.19 (sweet spot $15–$100). The average incumbent carries 395 reviews — the moat a new listing must climb.