Multivitamin
MaybeReturns run at only 0.1% of orders. 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
9.7% of searches ended in a purchase last week.
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. In the latest week, 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
Amazon counts 0 of last year's 2 launches as successful.
2 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 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
Every tracked product: its share of the shelf, its reviews, and its price.
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
- 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
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 44% of clicks. Leaders hold, but buyers still shop past 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
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 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
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
The smell is rancid
An unpleasant odour
Awful smell
Strange taste
taste & smell gross
Disgusting taste
tablets are quite large
They are huge
Small size
these complete vitamins are awful
Its not good for someone who just started taking these vitamins
Not the right type of Vitamin D for me I guess
Wasnt swallow
Hard to swallow
so are a bit tricky to swallow
Love
Essential Vitamins
Great Vitamin Supplement
Good value vitamins
Best value
Excellent value for money
Decent price
consistent quality
Amazing quality
the capsules feel high quality
Easy to chew
Easy to swallow
Not hard to swallow
Helps your hair grow
Hair growth improvement
Great for hair growth
Return
0.1% Return rate 33% Fixable by listing
these complete vitamins are awful
Its not good for someone who just started taking these vitamins
Not the right type of Vitamin D for me I guess
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.