supplements
Skip itA small market ($71K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Competition
Good41%top-5 click share — leaders hold, buyers still browse
Brand share
Okay76%top-5 brand share — brands hold most of the demand
Price range
Okay£2.65–£24.80cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay2.7%search→purchase rate — share of searches ending in a sale
Avg price
Okay£10.12avg listing price — sweet spot $15–$100
Review moat
Bad9,288.48avg incumbent reviews — the moat a new listing must climb
Market size
Bad£71K£71K/yr · 256K searches
Growth
Bad-14.7%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, supplements is a £71K/yr Amazon United Kingdom market (256K searches/yr). The top 5 brands hold 76% of demand. Demand peaks in Jan. Verdict: Skip it — 44/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
supplements market data
- Units sold / yr
- 6K–8K
- avg 100–250/product
- Revenue / yr
- £61K–£81K
- units × avg price
- Conversion rate
- 2.7%
- Avg BSR
- #10
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 98%
- Out of stock
- 0.4%
- Avg brand age
- 61 months
- Avg seller age
- 160 days
Competition & brand share
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond 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 & seasonality
Weekly Amazon search volume, last 69 weeks — -14.7% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 1.6×
Top supplements search terms
- 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
Top supplements 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
Magnesium Glycinate 3-in-1 Complex - 1800mg Supplements as Bisglycinate Citrate & Malate 90 Vegan Capsules Triple High Absorption 384mg Elemental UK Made
Nutrition Geeks£8.114.5★35,795 rev
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
Nutrition Geeks£5.664.6★8,989 rev
Zipvit Omega 3 Fish Oil 2000mg EPA 660mg DHA 440mg Wild-Caught Cold Water Fish Supports Heart Brain & Vision 120 Softgels 2 Months Supply
Zipvit£8.144.6★20,714 rev
Turmeric Tablets 2000mg with Black Pepper & Ginger - 120 High Strength Curcumin Supplements - Easy Swallow Tablets (Not Turmeric Capsules or Powder) - Vegan - UK Made
Nutrition Geeks£5.624.6★16,054 rev
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£7.954.6★17,521 rev
Newest
by launch date
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
Nutrition Geeks£8.24996 rev
Beetroot Capsules 5100mg - High Strength Beetroot Supplement 180 Vegan Capsules - Nitric Oxide - Enriched with Black Pepper Made in The UK By New Leaf
NEW LEAF PRODUCTS£8.221,895 rev
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
Nutrition Geeks£8.185,215 rev
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
HealthEssent£10.44531 rev
Seven Seas JointCare Essential With Omega-3 Glucosamine Chondroitin Vitamins C and D Manganese and Zinc Food Supplements 30-Day Pack
SEVEN SEAS£5.66847 rev
Trending
90-day click momentum
Testosterone Supplements for Men - 180 Vegan Tablets - 3 Months Supply
WeightWorld£18.604.4★
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
Nutrition Geeks£8.244.4★
Seven Seas JointCare Essential With Omega-3 Glucosamine Chondroitin Vitamins C and D Manganese and Zinc Food Supplements 30-Day Pack
SEVEN SEAS£5.664.5★
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
Nutrition Geeks£8.184.5★
Omega 3 Fish Oil 2000mg - 660mg EPA & 440mg DHA - 240 Softgels
WeightWorld£15.244.6★
What buyers say about supplements
What buyers praise and complain about, mined from review topics.What buyers love
“the capsules feel high quality”
“Amazing value”
“HELPS WITH SLEEP”
“Easy to Swallow”
“As Advertised”
“Healthy vitamin”
“Ease of use”
“no weird taste”
“best magnesium”
“Works perfectly”
What buyers complain about
“The aftertaste is awful”
“Did not work”
“the misleading dosage”
“Bad side effects”
“They are huge”
“still cant sleep”
“Caused bloating”
“Too expensive”
“Unpleasant stench”
“It is not your ordinary magnesium”
Top return reasons
Common questions
- Is supplements profitable to sell on Amazon United Kingdom?
- The niche generates £71K/yr across 40 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -14.7%. Flapen's verdict: Skip it (44/100).
- How competitive is the supplements niche?
- 22 brands and 159 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 76% of demand.
- What do buyers complain about in supplements?
- Top complaints mined from reviews: Taste-Overall, Functionality-Overall, Dosage. The return rate is 0.1%.
- When does demand for supplements peak?
- Demand peaks in Jan; the busiest month runs 1.6× the quietest.
- What does it cost to enter the supplements niche?
- Listings span £2.65–£24.80; the average listing price is £10.12 (sweet spot $15–$100). The average incumbent carries 9,288 reviews — the moat a new listing must climb.