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Folate

Fail

Demand is soft, at -13.8% this quarter, so Folate is a Fail.

Flapen Score
39
39 / 100
Ranks 1,746 of 2,035 Health & Personal Care niches · −9 vs the category median of 48
Market size
£97K/yr89K searches / yr
90-day growth
-13.8%search demand this quarter
Competition
74%top-5 click share · 11 brands · 34 sellers

Flapen Score

Folate against its category

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

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Folate market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Folate 89K times last year and spent an estimated £97K. The top 5 brands take 86% of clicks. Flapen scores it 39 out of 100, a Fail.

01 · Demand

An estimated 11.2% of those searches ended in a purchase.

Shoppers searched for this 89K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 11.2% of those searches ended in a purchase. Searches in the last 90 days moved -13.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £97K a year.

Searches, last 12 months
89K
Growth, 90 days vs prior 90
-13.8%
Conversion, latest week
11.2%
Market size, estimated
£97Ka year
Peak month
January1.3× the quietest month
Top search term
folate51K searches a year

02 · Price

A sale here is worth £9.70.

Listings sell for £9.70 on average, from £3.43 to £18.90. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 500 to 750 of them. At £9.70 that is £5K to £7K a year per listing.

Average price
£9.70under the $15 to $100 sweet spot
Price range
£3.43–£18.90
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
500–750
Revenue per listing a year
£5K–£7K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

79% 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 #15 within Vitamins. It carries 1,875 reviews at 4.64 stars, so a new listing needs social proof before a better product.

Sponsored listings
79%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#15in Vitamins
Average rating
4.64 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,875per 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 59 months on average, so the names here are settling in.

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

Products

Top Folate 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£10K£19K£29K£39K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 falling

Sellers

34

Est. top-5 brand share

86%

Top 20: 100%

Est. top-5 click share

74%

Top 20: 100%

Open market

10%

  • Solgar58%
  • NutriVolv11%
  • Health Leads ...Working With Nature8%
  • Zita West4%
  • Together4%
  • INNOPURE4%
  • Open — no brand owns it (5 brands, 10%)

Demand

Folate search demand

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

2K2KSpike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Folate search terms shoppers use

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

  • folate51K/yr
  • folate supplements34K/yr
  • folate supplement3K/yr
  • folate tablets2K/yr

Reviews and returns

What reviews say buyers love and hate about Folate

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

24%of positive reviews mention “Quality-Overall”
7%of negative reviews mention “Iron”
0.1%of orders come back
“Just had a blood test and Im deficient in Iron and B12”
A buyer, on “Iron”7% 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.

17 topics

NegativePositive

FAQ

Common Folate 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