multivitamin
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Incredible£2.7M£2.7M/yr · 2.8M searches
Conversion
Great9.7%search→purchase rate — share of searches ending in a sale
Competition
Good44%top-5 click share — leaders hold, buyers still browse
Brand share
Good67%top-5 brand share — brands hold most of the demand
Price range
Okay£4.38–£24.80cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Okay£9.82avg listing price — sweet spot $15–$100
Review moat
Bad5,874.26avg incumbent reviews — the moat a new listing must climb
Growth
Bad-18.9%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, multivitamin is a £2.7M/yr Amazon United Kingdom market (2.8M searches/yr). The top 5 brands hold 67% of demand. Demand peaks in Jan. Verdict: Worth a look — 61/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
multivitamin market data
- Units sold / yr
- 200K–250K
- avg 6,000–8,000/product
- Revenue / yr
- £2.0M–£2.5M
- units × avg price
- Conversion rate
- 9.7%
- Avg BSR
- #51
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 97%
- Out of stock
- 0.0%
- Avg brand age
- 62 months
- Avg seller age
- 156 days
Competition & brand share
The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.Brands
25 rising
Sellers
200
Top-5 brand share
67%
Top 20: 96%
Top-5 click share
44%
Top 20: 83%
Open market
29%
- Centrum21%
- Nutravita19%
- WeightWorld14%
- Natures Aid6%
- Free Soul6%
- Horbäach4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -18.9% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 1.6×
Top multivitamin search terms
- 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
Top multivitamin 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 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
Nutravita£14.674.6★20,749 rev
Multivitamin Tablets for Women & Men - 27 Key Nutrients - 400 Small Tablets
WeightWorld£14.044.5★14,444 rev
Centrum Advance Multivitamin & Mineral Supplements 24 essential nutrients including vitamin D C Calcium Daily Multivitamin Tablets 100ct (Packaging May Vary)
Centrum£6.464.7★11,649 rev
Womens Multivitamins & Minerals with Marine Collagen & Hyaluronic Acid | 27 Essential Vitamins Minerals & Botanicals | Gluten-Free & No Synthetic Fillers or Binders | 60 Tablets | Free Soul
Free Soul£10.864.5★2,458 rev
Centrum Advance Multivitamin & Mineral Supplements 24 essential nutrients including vitamin D C Calcium Daily Multivitamin Tablets 180ct
Centrum£12.104.7★4,869 rev
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
Nutrition Geeks£7.9517,521 rev
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
Supplement Tree£8.451,133 rev
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
Red Label Health£5.691,554 rev
Womens Multivitamins & Minerals with Marine Collagen & Hyaluronic Acid | 27 Essential Vitamins Minerals & Botanicals | Gluten-Free & No Synthetic Fillers or Binders | 60 Tablets | Free Soul
Free Soul£10.862,458 rev
Multivitamin Tablets for Men | 180 Count | 28 Essential Nutrients | with Zinc Magnesium Vitamin D3 B12 and More! | Vegan Supplement | By Horbaach
Horbäach£8.34788 rev
Trending
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
Warrior£4.604.0★
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
Incite Nutrition£6.214.5★
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
Natures Aid£5.564.3★
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
Natures Aid£5.604.3★
Centrum Advance Multivitamin & Mineral Supplements 24 essential nutrients including vitamin D C Calcium Daily Multivitamin Tablets 100ct (Packaging May Vary)
Centrum£6.464.7★
What buyers say about multivitamin
What buyers praise and complain about, mined from review topics.What buyers love
“Essential Vitamins”
“Best value”
“consistent quality”
“Easy to chew”
“Helps your hair grow”
“As advertised”
“Easy to use”
“Energy boost”
“no weird aftertaste”
“I haven't noticed any pain get worse”
What buyers complain about
“The smell is rancid”
“Strange taste”
“tablets are quite large”
“these complete vitamins are awful”
“Wasnt swallow”
“High dose can cause health issues”
“Overpriced”
“Did not work”
“Side effects”
“rather dumb where I am normally perfectly healthy”
Top return reasons
Common questions
- Is multivitamin profitable to sell on Amazon United Kingdom?
- The niche generates £2.7M/yr across 38 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -18.9%. Flapen's verdict: Worth a look (61/100).
- How competitive is the multivitamin niche?
- 25 brands and 200 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 67% of demand.
- What do buyers complain about in multivitamin?
- Top complaints mined from reviews: Smell, Taste-Overall, Size-Overall. The return rate is 0.1%.
- When does demand for multivitamin peak?
- Demand peaks in Jan; the busiest month runs 1.6× the quietest.
- What does it cost to enter the multivitamin niche?
- Listings span £4.38–£24.80; the average listing price is £9.82 (sweet spot $15–$100). The average incumbent carries 5,874 reviews — the moat a new listing must climb.