How competitive is the Vitamin D niche on Amazon United Kingdom?

9 brands and 87 sellers compete in Vitamin D on Amazon United Kingdom. The top 5 Vitamin D products take 70% of clicks and its top 5 brands hold 92% of demand.

What do buyers complain about in Vitamin D?

Vitamin D buyers on Amazon United Kingdom complain most about Size-Overall, Dosage, Vitamin, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Vitamin D niche?

Vitamin D sells for £5.88 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £2.63–£8.40. The average incumbent carries 12,405 reviews — the moat a new listing must climb.

Vitamin D

prices mostly outside the sweet spot ($2.63–$8.40) — Vitamin D doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Vitamin D profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Vitamin D is a £3.1M/yr Amazon United Kingdom market (3.3M searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Jan–Nov. Verdict: Skip it — 45/100.

Vitamin D: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -31.9% over the last 90 days and 16.0% of searches end in a purchase.

£3.1M

revenue / yr

Units sold / yr600K

Search volume / yr-31.9%3.3M

Conversion rate16.0%

Avg price£5.88

Who owns the niche?

The top 5 brands hold 92% of demand, so 8% of the market is open.

open market share

Brands · sellers9 · 87

Top-5 product click share70%

Open market8%

Avg brand age61 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.7★ — the gap to enter on.

0/100

page quality · 16 products

Top Vitamin D products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

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

Vitamin D Tablets 1000IU Vitabiotics Ultra

Price: £3.13
Rating: 4.7/5
Reviews: 25,174
Age: 16y ago

Vitamin D3 4000IU - 1+ Year Supply - 400 Tablets - Easy to Swallow

Price: £7.43
Rating: 4.6/5
Reviews: 24,504
Age: 6y ago

Vitamin D 4 000 IU Tablets Maximum Strength Vitamin D3 Supplement 365 Easy to Swallow Tablets - Full Year Supply

Price: £7.40
Rating: 4.6/5
Reviews: 2,259
Age: 1y ago

Vitamin D Tablets 2000IU Vitabiotics Ultra-96 Count 1-Pack

Price: £4.55
Rating: 4.7/5
Reviews: 13,169
Age: 8y ago

Newest

by launch date

Fultium Vitamin D3 1000 IU (25g) Immune Bone & Muscle Support | High Strength | 90 Tablets | Daily Enhanced | From the UKs No.1 Vitamin D Prescription Brand | Vegetarian NonGMO | Food Supplement

Price: £3.37
Rating: 4.6/5
Reviews: 56
Age: 5mo ago

Vitamin D 4 000 IU Tablets Maximum Strength Vitamin D3 Supplement 365 Easy to Swallow Tablets - Full Year Supply

Price: £7.40
Rating: 4.6/5
Reviews: 2,259
Age: 1y ago

Vitamin D Tablets 400IU Vitabiotics Ultra

Price: £2.63
Rating: 4.7/5
Reviews: 1,658
Age: 2y 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

Nutrition Geeks Vitamin D 4000 iu - 1 Year Supply 365 Easy-Swallow Tablets Vegetarian D3 iu High Strength Supplet UK Made VIT & Vitamins Awarded by The Independent

Price: £6.37
Rating: 4.7/5
Reviews: 3,248
Age: 3y ago

Competition: brands, sellers & click share

The top 5 products take 70% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

9 falling

Sellers

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

70%

Top 20: 100%

Open market

Nutrition Geeks33%
Vitabiotics Ultra24%
WeightWorld17%
VitaPremium12%
Incite Nutrition6%
G R O U N D E D COFFEE SCRUB3%
Open — no brand owns it (3 brands, 6%)

Vitamin D demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume3.3MCVR16.0%Products16Brands9Top 5 Brands92%OOS Rate0.0%Rating4.7★Reviews12,405Avg BSR#17

Peak months: Jan, Nov · busiest ÷ quietest = 2.0×

Top Vitamin D search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

vitamin d2.3M/yr -33.0%13.0% conv.
vitamin d3400K/yr -23.4%11.6% conv.
vitamin d tablets132K/yr -31.4%14.6% conv.
vit d68K/yr -29.4%11.9% conv.
vitamin d3 4000 iu45K/yr -27.3%15.7% conv.
high strength vitamin d31K/yr -30.6%12.1% conv.
vitamin d 4000 iu24K/yr -6.9%14.3% conv.
d3 vitamins26K/yr -33.6%11.8% conv.
vit d323K/yr -43.4%10.6% conv.
vitamin d high strength19K/yr -42.6%11.1% conv.

What reviews say buyers love and hate about Vitamin D

What buyers mention most, as a share of all reviews.

What buyers love

84% of reviews

Value For Money21%

“Excellent Price”

Vitamin18%

“Great vitamin”

Quality-Overall16%

“the capsules feel high quality”

Ease Of Chewing/Swallowing11%

“ideal to swallow”

Advertised Vs Actual Product8%

“As advertised”

What buyers complain about

53% of reviews

Size-Overall12%

“Large capsules”

Dosage11%

“High dose”

Vitamin8%

“Not the right type of Vitamin D for me I guess”

Taste-Overall5%

“It doesnt have a funny taste”

Functionality-Overall4%

“Doesn't seem to work”

Vitamin D return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Vitamin

100%

Common Vitamin D questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Vitamin D 45/100 on Amazon United Kingdom — Skip it. The niche generates £3.1M/yr across 16 tracked products. 0 of 1 products launched in the last 360 days are still selling. Search demand moved -31.9% over the last 90 days.