Supplements
FailShoppers spend only $71K a year here, so Supplements is a Fail.
- Flapen Score
- 44 / 100Ranks 1,348 of 2,035 Health & Personal Care niches · −4 vs the category median of 4844
- Market size
- £71K/yr256K searches / yr
- 90-day growth
- -14.7%search demand this quarter
- Competition
- 41%top-5 click share · 22 brands · 159 sellers
Flapen Score
Supplements against its category
The dotted line is the Health & Personal Care average. Past it, Supplements is stronger. Inside it, weaker.
Market
The Supplements market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Supplements 256K times last year and spent an estimated £71K. The top 5 brands take 76% of clicks. Demand peaks in Jan. Flapen scores it 44 out of 100, a Fail.
01 · Demand
2.7% of searches ended in a purchase last week.
Shoppers searched for this 256K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.7% of those searches ended in a purchase. Searches in the last 90 days moved -14.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £71K a year.
- Searches, last 12 months
- 256K
- Growth, 90 days vs prior 90
- -14.7%
- Conversion, latest week
- 2.7%
- Market size, estimated
- £71Ka year
- Peak month
- January1.6× the quietest month
- Top search term
- supplements164K searches a year
02 · Price
A sale here is worth £10.12.
Listings sell for £10.12 on average, from £2.65 to £24.80. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 100 to 250 of them. At £10.12 that is £1K to £3K a year per listing.
- Average price
- £10.12under the $15 to $100 sweet spot
- Price range
- £2.65–£24.80
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 6K–8K
- Units per listing a year
- 100–250
- Revenue per listing a year
- £1K–£3K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is ads and reviews.
98% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.4% of listings are out of stock. The average listing ranks #10 within Combination Multivitamins & Minerals. It carries 9,288 reviews at 4.49 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 98%
- Prime listings
- 100%
- Out of stock, average day
- 0.4%
- Average rank
- #10in Combination Multivitamins & Minerals
- Average rating
- 4.49 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 9,288per listing
- Listings tracked
- 40
04 · Newcomers
Amazon counts 2 of last year's 2 launches as successful.
2 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 61 months on average, so the names here are established.
- Launched, last 12 months
- 2
- Successful launches
- 2Amazon's first-year sales bar
- Average brand age
- 61 months
Products
Top Supplements 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
Magnesium Glycinate 3-in-1 Complex - 1800mg Supplements as Bisglycinate Citrate & Malate 90 Vegan Capsules Triple High Absorption 384mg Elemental UK Made
- Price
- £8.11
- Rating
- 4.5/5
- Reviews
- 35,795
- Age
- 3y ago
Iron Tablets High Strength - Energy Tablets with Vitamin C B12 & Folic Acid - 120 Vegan Iron Supplements for Women and Men - 14mg - Enhanced Energy Support & Increased Absorption - UK Made
- Price
- £5.66
- Rating
- 4.6/5
- Reviews
- 8,989
- Age
- 4y ago
Zipvit Omega 3 Fish Oil 2000mg EPA 660mg DHA 440mg Wild-Caught Cold Water Fish Supports Heart Brain & Vision 120 Softgels 2 Months Supply
- Price
- £8.14
- Rating
- 4.6/5
- Reviews
- 20,714
- Age
- 6y ago
Turmeric Tablets 2000mg with Black Pepper & Ginger - 120 High Strength Curcumin Supplements - Easy Swallow Tablets (Not Turmeric Capsules or Powder) - Vegan - UK Made
- Price
- £5.62
- Rating
- 4.6/5
- Reviews
- 16,054
- Age
- 6y ago
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
Trending
90-day click momentum
Testosterone Supplements for Men - 180 Vegan Tablets - 3 Months Supply
- Price
- £18.60
- Rating
- 4.4/5
- Reviews
- 13,165
- Age
- 3y ago
Apple Cider Vinegar Capsules 15 000mg with Mother & 30% Acetic Acid - Enhanced with Chromium & Cayenne Pepper - 90 Vegan Capsules (Not Apple Cider Vinegar Gummies or Liquid) Teeth Friendly - UK Made
- Price
- £8.24
- Rating
- 4.4/5
- Reviews
- 996
- Age
- 5mo ago
Seven Seas JointCare Essential With Omega-3 Glucosamine Chondroitin Vitamins C and D Manganese and Zinc Food Supplements 30-Day Pack
- Price
- £5.66
- Rating
- 4.5/5
- Reviews
- 847
- Age
- 2y ago
Pure Creatine Monohydrate Powder - 315g (90 Servings) - Easy Dissolve Creatine Powder Unflavoured & Micronised (Not Creatine Gummies or Creatine Tablets) Vegan Creatine for Women and Men
- Price
- £8.18
- Rating
- 4.5/5
- Reviews
- 5,215
- Age
- 1y ago
Omega 3 Fish Oil 2000mg - 660mg EPA & 440mg DHA - 240 Softgels
- Price
- £15.24
- Rating
- 4.6/5
- Reviews
- 22,127
- Age
- 6y ago
Newest
by launch dateApple Cider Vinegar Capsules 15 000mg with Mother & 30% Acetic Acid - Enhanced with Chromium & Cayenne Pepper - 90 Vegan Capsules (Not Apple Cider Vinegar Gummies or Liquid) Teeth Friendly - UK Made
- Price
- £8.24
- Rating
- 4.4/5
- Reviews
- 996
- Age
- 5mo ago
Beetroot Capsules 5100mg - High Strength Beetroot Supplement 180 Vegan Capsules - Nitric Oxide - Enriched with Black Pepper Made in The UK By New Leaf
- Price
- £8.22
- Rating
- 4.5/5
- Reviews
- 1,895
- Age
- 1y ago
Pure Creatine Monohydrate Powder - 315g (90 Servings) - Easy Dissolve Creatine Powder Unflavoured & Micronised (Not Creatine Gummies or Creatine Tablets) Vegan Creatine for Women and Men
- Price
- £8.18
- Rating
- 4.5/5
- Reviews
- 5,215
- Age
- 1y ago
Shilajit Seamoss and Lions Mane Capsules 11500mg 3-in-1 Brain & Focus Supplement with Ashwagandha & Black Pepper High Strength Lions Mane Shilajit Blend for Energy & Immunity 120 Vegan Capsules
- Price
- £10.44
- Rating
- 4.4/5
- Reviews
- 531
- Age
- 1y ago
Seven Seas JointCare Essential With Omega-3 Glucosamine Chondroitin Vitamins C and D Manganese and Zinc Food Supplements 30-Day Pack
- Price
- £5.66
- Rating
- 4.5/5
- Reviews
- 847
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 41% of clicks. Leaders hold, but buyers still shop past them.
Brands
22 falling
Sellers
159
Top-5 brand share
76%
Top 20: 99%
Top-5 click share
41%
Top 20: 81%
Open market
20%
- Nutrition Geeks48%
- WeightWorld8%
- Zipvit7%
- NEW LEAF PRODUCTS7%
- HealthEssent6%
- Free Soul5%
Demand
Supplements search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan · busiest ÷ quietest = 1.6×
Search terms
Top Supplements search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- supplements164K/yr
- vitamins for tiredness and fatigue24K/yr
- supplement16K/yr
- heights vitamins12K/yr
- vit11K/yr
- energy vitamins7K/yr
- single vitamins10K/yr
- energy supplements for women4K/yr
- vitamins for energy and tiredness3K/yr
- suppliments2K/yr
Reviews and returns
What reviews say buyers love and hate about Supplements
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
The aftertaste is awful
Horrible taste
Fishy taste
Did not work
Not working properly
Not Effective
the misleading dosage
Dosage is too high
Not accurate dosage
Bad side effects
Make me sick
Unpleasant side effect
They are huge
Very small
Rather large tablets
Love
the capsules feel high quality
Amazing quality
Definitely a solid quality product
Amazing value
Fair price
Good value for money
HELPS WITH SLEEP
Sleep has improved
sleep more deeply
Easy to Swallow
Easy to chew
no issues swallowing them
As Advertised
As Described
Exactly as advertised
Return
0.1% Return rate 0% Fixable by listing
the misleading dosage
Dosage is too high
Not accurate dosage
It is not your ordinary magnesium
This magnesium does not work
This is not magnesium glycinate
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Supplements questions
Answered from the same tracked data.