Is evening primrose oil profitable to sell on Amazon United Kingdom?

The niche generates £566K/yr across 18 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -10.7%. Flapen's verdict: Worth a look (51/100).

How competitive is the evening primrose oil niche?

15 brands and 55 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 74% of demand.

What do buyers complain about in evening primrose oil?

Top complaints mined from reviews: Size-Overall, Dosage, Side Effects. The return rate is 0.1%.

When does demand for evening primrose oil peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the evening primrose oil niche?

Listings span £5.79–£19.85; the average listing price is £10.23 (sweet spot $15–$100). The average incumbent carries 1,563 reviews — the moat a new listing must climb.

evening primrose oil

Worth a look

Shows low returns (0.1%), but soft demand (-10.7% this quarter) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible14.2%

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

Market size

Good£566K

£566K/yr · 388K searches

Brand share

Good74%

top-5 brand share — brands hold most of the demand

Review moat

Okay1,563.39

avg incumbent reviews — the moat a new listing must climb

Competition

Okay63%

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

Avg price

Okay£10.23

avg listing price — sweet spot $15–$100

Price range

Okay£5.79–£19.85

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

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-10.7%

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

According to Flapen's Amazon United Kingdom niche tracking, evening primrose oil is a £566K/yr Amazon United Kingdom market (388K searches/yr). The top 5 brands hold 74% of demand. Verdict: Worth a look — 51/100.

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

evening primrose oil market data

Units sold / yr: 50K–60K; avg 3,000–4,000/product
Revenue / yr: £512K–£614K; units × avg price
Conversion rate: 14.2%
Avg BSR: #35
Page quality: 0%
Prime: 94%
Sponsored: 83%
Out of stock: 0.0%
Avg brand age: 88 months
Avg seller age: 177 days

Competition & brand share

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

Brands

15 flat

Sellers

Top-5 brand share

74%

Top 20: 100%

Top-5 click share

63%

Top 20: 100%

Open market

22%

Natures Aid30%
Horbäach23%
Zipvit8%
Nature's Truth7%
WeightWorld6%
Carlyle4%

Demand & seasonality

Weekly Amazon search volume, last 103 weeks — -10.7% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top evening primrose oil search terms

evening primrose oil227K/yr -7.5%12.6% conv.
evening primrose oil 1000mg53K/yr -14.3%14.1% conv.
evening primrose capsules21K/yr -3.5%11.0% conv.
primrose oil20K/yr -4.9%6.8% conv.
primrose oil capsules 1000mg20K/yr -18.5%13.9% conv.
evening primrose16K/yr -4.5%9.0% conv.
evening primrose oil capsules8K/yr -27.3%10.0% conv.
primrose6K/yr -38.5%3.4% conv.
oil of evening primrose 1000mg4K/yr -16.4%20.1% conv.
primrose oil capsules5K/yr -29.3%11.1% conv.

All search terms

Top evening primrose oil 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 18 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Evening Primrose Oil 1500mg | High Strength with Omega 6 and GLA | Cold-Pressed | 120 Softgel Capsules | By Horbaach

Horbäach£7.484.6★1,554 rev

Natures Aid Evening Primrose Oil 500mg Cold Pressed Omega-6 GLA Supports Hormonal Balance Skin Health & Anti-Inflammatory Function Non-GMO Gluten-Free 120 Softgels

Natures Aid£5.794.7★4,491 rev

Natures Aid Evening Primrose Oil 1000mg Cold Pressed Omega-6 GLA Supports Hormonal Balance & Skin Health High Strength Potency Non-GMO Gluten-Free 180 Softgel Capsules

Natures Aid£9.624.7★3,967 rev

Zipvit Evening Primrose Oil 1000mg Per Capsule High Strength Omega 6 GLA & LA Cold Pressed 120 Softgel Capsules 4 Months Supply

Zipvit£12.184.7★3,868 rev

Evening Primrose Oil 1000mg | 120 Softgel Capsules | High Strength Omega 6 and GLA | Cold-Pressed | Natures Truth

Nature's Truth£8.364.6★439 rev

Newest

by launch date

HERA VITALITY£11.7344 rev

7mo ago

Vegan Evening Primrose Oil 2000mg with Vitamin B6 & E | Providing High Strength 180mg GLA (Omega-6) | 60 Vegan Softgels | by Carlyle

Carlyle£7.5317 rev

10mo ago

Evening Primrose Oil 3000mg Capsules | Supports Hormonal Balance & Healthy Skin | with Added Vitamins B6 & E | 180 Softgels Capsules = 2 Months Supply | GMP-Certified & UK-Made

Simply Supplements£15.55840 rev

1y ago

Evening Primrose Oil 1000mg | 120 Softgel Capsules | High Strength Omega 6 and GLA | Cold-Pressed | Natures Truth

Nature's Truth£8.36439 rev

2y ago

Evening Primrose Oil 1500mg | High Strength with Omega 6 and GLA | Cold-Pressed | 120 Softgel Capsules | By Horbaach

Horbäach£7.481,554 rev

3y ago

What buyers say about evening primrose oil

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

What buyers love

Value For Money15%

“Good value for money”

Quality-Overall13%

“The quality is excellent in these capsules too, they're really clean and natural, and they absolutely do the trick for her”

Ease Of Chewing/Swallowing12%

“never had a problem swallowing”

Dosage6%

“The dosage is decent”

Advertised Vs Actual Product6%

“Does the job”

Vitamin5%

“Vitamins”

Menstrual Issues4%

“they have made a great difference to her going through the menopause”

Hormonal Balance4%

“Helped hormonal acne”

Ingredients-Overall4%

“The ingredients are excellent quality”

Ease Of Use3%

“Nice and easy”

What buyers complain about

Size-Overall12%

“the capsules are pretty small”

Dosage11%

“Capsules are 500mg each, not 1500mg”

Side Effects7%

“have brain fog”

Advertised Vs Actual Product7%

“There is a slight discrepancy between the listing title. which states 180mg GLA”

Breathability3%

“I didn't notice any difference to taking this and just breathing”

Ingredients-Overall3%

“they contain vegetable oil in the ingredients list”

Vegan/Organic3%

“WHY ARE THESE VEGETARAN PRODUCTS STILL BEING PRODUCED IN ANIMAL GELETIN CAPSULES”

Product Condition3%

“Opened bottle”

Pain Relief-Overall2%

“hurt my throat”

Taste-Overall2%

“I dont detect any texture or taste while talking them”

Common questions

Is evening primrose oil profitable to sell on Amazon United Kingdom?: The niche generates £566K/yr across 18 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -10.7%. Flapen's verdict: Worth a look (51/100).
How competitive is the evening primrose oil niche?: 15 brands and 55 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 74% of demand.
What do buyers complain about in evening primrose oil?: Top complaints mined from reviews: Size-Overall, Dosage, Side Effects. The return rate is 0.1%.
When does demand for evening primrose oil peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the evening primrose oil niche?: Listings span £5.79–£19.85; the average listing price is £10.23 (sweet spot $15–$100). The average incumbent carries 1,563 reviews — the moat a new listing must climb.