Multivitamin
MaybeAn estimated 0.1% of orders come back. But demand is soft, at -18.9% this quarter, so Multivitamin is a Maybe.
- Flapen Score
- 61 / 100Top 7% of 2,035 Health & Personal Care niches · +13 vs the category median of 4861
- Market size
- £2.7M/yr2.8M searches / yr
- 90-day growth
- -18.9%search demand this quarter
- Competition
- 44%top-5 click share · 25 brands · 200 sellers
Flapen Score
Multivitamin against its category
The dotted line is the Health & Personal Care average. Past it, Multivitamin is stronger. Inside it, weaker.
Market
The Multivitamin market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Multivitamin 2.8M times last year and spent an estimated £2.7M. The top 5 brands take 67% of clicks. Demand peaks in Jan. Flapen scores it 61 out of 100, a Maybe.
01 · Demand
An estimated 9.7% of those searches ended in a purchase.
Shoppers searched for this 2.8M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 9.7% of those searches ended in a purchase. Searches in the last 90 days moved -18.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £2.7M a year.
- Searches, last 12 months
- 2.8M
- Growth, 90 days vs prior 90
- -18.9%
- Conversion, latest week
- 9.7%
- Market size, estimated
- £2.7Ma year
- Peak month
- January1.6× the quietest month
- Top search term
- multivitamin1.3M searches a year
02 · Price
A sale here is worth £9.82.
Listings sell for £9.82 on average, from £4.38 to £24.80. Amazon reports units sold in ranges. This niche sold 200K to 250K a year. The average listing sells 6,000 to 8,000 of them. At £9.82 that is £59K to £79K a year per listing.
- Average price
- £9.82under the $15 to $100 sweet spot
- Price range
- £4.38–£24.80
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 200K–250K
- Units per listing a year
- 6,000–8,000
- Revenue per listing a year
- £59K–£79K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is ads and reviews.
97% 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 #51 within Combination Multivitamins & Minerals. It carries 5,874 reviews at 4.52 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 97%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #51in Combination Multivitamins & Minerals
- Average rating
- 4.52 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 5,874per listing
- Listings tracked
- 38
04 · Newcomers
0 of last year's 2 launches cleared the first-year sales bar.
2 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 62 months on average, so the names here are established.
- Launched, last 12 months
- 2
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 62 months
Products
Top Multivitamin 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.
Top sellers
by estimated 90-day click share
Nutravita Multivitamin Tablets for Women & Men - 365 Vegan Tablets - 1 Year Supply of Multivitamins - Immune System Support - Multi Vitamins - 26 Essential Active Vitamins & Minerals - Made in the UK
- Price
- £14.67
- Rating
- 4.6/5
- Reviews
- 20,749
- Age
- 7y ago
Multivitamin Tablets for Women & Men - 27 Key Nutrients - 400 Small Tablets
- Price
- £14.04
- Rating
- 4.5/5
- Reviews
- 14,444
- Age
- 5y ago
Centrum Advance Multivitamin & Mineral Supplements 24 essential nutrients including vitamin D C Calcium Daily Multivitamin Tablets 100ct (Packaging May Vary)
- Price
- £6.46
- Rating
- 4.7/5
- Reviews
- 11,649
- Age
- 9y ago
Womens Multivitamins & Minerals with Marine Collagen & Hyaluronic Acid | 27 Essential Vitamins Minerals & Botanicals | Gluten-Free & No Synthetic Fillers or Binders | 60 Tablets | Free Soul
- Price
- £10.86
- Rating
- 4.5/5
- Reviews
- 2,458
- Age
- 3y ago
Centrum Advance Multivitamin & Mineral Supplements 24 essential nutrients including vitamin D C Calcium Daily Multivitamin Tablets 180ct
- Price
- £12.10
- Rating
- 4.7/5
- Reviews
- 4,869
- Age
- 9y ago
Trending
estimated 90-day click momentum
Warrior Multivitamin 60-Day Supply Once-Daily A-Z Multivitamins and Minerals Supplement Adult Multivitamin Tablets for Men & Women with B Vitamins Iron Zinc for Energy Bone & Immune Support
- Price
- £4.60
- Rating
- 4.0/5
- Reviews
- 92
- Age
- 8y ago
Incite Nutrition Multivitamin Tablets 180 Vegan Tablets 6 Month Supply Daily Formula with 23 Vitamins & Minerals Immune Support Energy Bone Health Suitable for Vegetarians & Vegans
- Price
- £6.21
- Rating
- 4.5/5
- Reviews
- 2,856
- Age
- 5y ago
Natures Aid Multivitamins & Minerals with Iron High Strength One-a-Day Multi-Vitamin Formula Supports Energy Immunity & Bone Health Non-GMO Gluten-Free 90 Easy-Swallow Softgel Capsules
- Price
- £5.56
- Rating
- 4.3/5
- Reviews
- 7,145
- Age
- 20y ago
Natures Aid Multivitamins & Minerals One-a-Day High Potency Daily Multi-Vitamin Supplement inc. B12 & Zinc Supports Energy Bones Immunity Hair Nails Vegan Non-GMO Gluten-Free 90 Tablets
- Price
- £5.60
- Rating
- 4.3/5
- Reviews
- 7,145
- Age
- 17y ago
Centrum Advance Multivitamin & Mineral Supplements 24 essential nutrients including vitamin D C Calcium Daily Multivitamin Tablets 100ct (Packaging May Vary)
- Price
- £6.46
- Rating
- 4.7/5
- Reviews
- 11,649
- Age
- 9y ago
Newest
by launch date
Vitamin D3 4000 iu & Vitamin K2 MK7 100g - 1 Year Supply 365 Easy-Swallow Vitamin D3 K2 Tablets 1-A-Day High Strength Vegetarian D3 and K2 Vitamin Supplements UK Made Vitamin D Tablets
- Price
- £7.95
- Rating
- 4.6/5
- Reviews
- 17,521
- Age
- 2y ago
A-Z Multivitamins and Minerals Tablets - 180 Vegan Multivitamin Tablets for Men & Women (6 Months Supply) - One a Day 26 Nutrients Multivitamins and Multi Minerals Pills - UK Manufactured
- Price
- £8.45
- Rating
- 4.6/5
- Reviews
- 1,133
- Age
- 3y ago
Red Label Health Multivitamin 360 Tablets (1 Year Supply) for Men & Women High Strength Multi Vitamins Supplement for Immune Support & Wellbeing One a Day Multivitamins
- Price
- £5.69
- Rating
- 4.6/5
- Reviews
- 1,554
- Age
- 3y ago
Womens Multivitamins & Minerals with Marine Collagen & Hyaluronic Acid | 27 Essential Vitamins Minerals & Botanicals | Gluten-Free & No Synthetic Fillers or Binders | 60 Tablets | Free Soul
- Price
- £10.86
- Rating
- 4.5/5
- Reviews
- 2,458
- Age
- 3y ago
Multivitamin Tablets for Men | 180 Count | 28 Essential Nutrients | with Zinc Magnesium Vitamin D3 B12 and More! | Vegan Supplement | By Horbaach
- Price
- £8.34
- Rating
- 4.6/5
- Reviews
- 788
- Age
- 5y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 44% of clicks. Leaders hold, but buyers still shop past them.
Brands
25 rising
Sellers
200
Est. top-5 brand share
67%
Top 20: 96%
Est. top-5 click share
44%
Top 20: 83%
Open market
29%
- Centrum21%
- Nutravita19%
- WeightWorld14%
- Natures Aid6%
- Free Soul6%
- Horbäach4%
Demand
Multivitamin search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan · busiest ÷ quietest = 1.6×
Search terms
Top Multivitamin search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- multivitamin1.3M/yr
- vitamins382K/yr
- multivitamins for women99K/yr
- multivitamin for men95K/yr
- centrum131K/yr
- multivitamins132K/yr
- mens multivitamin112K/yr
- vitamin104K/yr
- vitamins women86K/yr
- multi vitamins69K/yr
Reviews and returns
What reviews say buyers love and hate about Multivitamin
We read the reviews and the return reasons for every product selling here.
“The smell is rancid”
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
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Multivitamin 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