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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

10.1% of searches ended in a purchase last week.

Shoppers searched for this 91K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 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

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. 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

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 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

Top-5 brand share

88%

Top 20: 100%

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 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

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Side Effects8%−0.07

it was driving me mad before taking them

I have no idea if these have helped or its just time healing my body

had a complete opposite effect to what I was trying to achieve

Functionality-Overall8%−0.08

Didnt help

Didn't work for me

Probably dont work

Smell7%−0.04

They have a distinct smell

They have baby formula kind of smell

They smell and taste awful -

Size-Overall7%−0.02

The tablets are quite large

They are extremely large

The tablets are small

Vitamin7%−0.02

This supplement didn't agree with me

can't swallow the large vitamin tablets

Since I began taking these vitamins they have messed with my cycle

Love

Fertility/Conception21%+1.68

Great Daily Support for Fertility Health

Comprehensive Fertility Support

considerable supporting factor to supporting fertility

Quality-Overall12%+0.89

Despite that, they're easy to take and we're pleased with the product overall

Positive feedback

Excellent product

Value For Money9%+0.66

well worth it

Excellent value for money

Good price

Vitamin8%−0.02

These are great vitamins

Multivitamin

Overall a decent vitamin choice

Ease Of Chewing/Swallowing8%+0.14

Easy to swallow

Its worth looking into proper swallowing techniques if you struggle with this as this helped me

They are definitely swallowable

FAQ

Common Fertility questions

Answered from the same tracked data.