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Fertility

Fail

The top 5 products take 74% of clicks, so Fertility is a Fail.

Flapen Score
44
44 / 100
Ranks 1,348 of 2,035 Health & Personal Care niches · −4 vs the category median of 48
Market size
£109K/yr91K searches / yr
90-day growth
+0.3%search demand this quarter
Competition
74%top-5 click share · 10 brands · 177 sellers

Flapen Score

Fertility against its category

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

44Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Fertility market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Fertility 91K times last year and spent an estimated £109K. The top 5 brands take 88% of clicks. Demand peaks in Jan. Flapen scores it 44 out of 100, a Fail.

01 · Demand

An estimated 10.1% of those searches ended in a purchase.

Shoppers searched for this 91K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 10.1% of those searches ended in a purchase. Searches in the last 90 days moved +0.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £109K a year.

Searches, last 12 months
91K
Growth, 90 days vs prior 90
+0.3%
Conversion, latest week
10.1%
Market size, estimated
£109Ka year
Peak month
January1.6× the quietest month
Top search term
conception vitamins for women28K searches a year

02 · Price

A sale here is worth £11.79.

Listings sell for £11.79 on average, from £3.00 to £20.96. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 1,000 to 1,250 of them. At £11.79 that is £12K to £15K a year per listing.

Average price
£11.79under the $15 to $100 sweet spot
Price range
£3.00–£20.96
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
1,000–1,250
Revenue per listing a year
£12K–£15K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

86% 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 #19 within Vitamins. It carries 2,565 reviews at 4.40 stars, so a new listing needs social proof before a better product.

Sponsored listings
86%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#19in Vitamins
Average rating
4.40 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,565per listing
Listings tracked
14

04 · Newcomers

0 of last year's 1 launches cleared the first-year sales bar.

1 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 63 months on average, so the names here are established.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
63 months

Products

Top Fertility 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 74% of clicks. A locked shelf that new listings rarely crack.

£0£11K£22K£33K£44K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 rising

Sellers

177

Est. top-5 brand share

88%

Top 20: 100%

Est. top-5 click share

74%

Top 20: 100%

Open market

8%

  • Pregnacare57%
  • Sevenseas10%
  • Centrum8%
  • CONCEIVE PLUS7%
  • Horbäach5%
  • Proceive4%
  • Open — no brand owns it (4 brands, 8%)

Demand

Fertility search demand

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

4K3KSpike '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan · busiest ÷ quietest = 1.6×

Search terms

Top Fertility search terms shoppers use

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

  • conception vitamins for women28K/yr
  • pre pregnancy vitamins for women23K/yr
  • pre conception vitamins for women11K/yr
  • conception vitamins10K/yr
  • trying to conceive vitamins for women8K/yr
  • preconception vitamins women5K/yr
  • folic acid pre pregnancy2K/yr
  • pregnancy vitamins for women conception868/yr
  • prenatal vitamins for women conception2K/yr
  • folic acid pregnancy before pregnancy158/yr

Reviews and returns

What reviews say buyers love and hate about Fertility

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

21%of positive reviews mention “Fertility/Conception”
8%of negative reviews mention “Side Effects”
0.1%of orders come back
“it was driving me mad before taking them”
A buyer, on “Side Effects”8% 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 Fertility 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