Vitamin D
FailPrices span $2.63–$8.40, mostly outside the sweet spot, so Vitamin D is a Fail.
- Flapen Score
- 45 / 100Ranks 1,255 of 2,035 Health & Personal Care niches · −3 vs the category median of 4845
- Market size
- £3.1M/yr3.3M searches / yr
- 90-day growth
- -31.9%search demand this quarter
- Competition
- 70%top-5 click share · 9 brands · 87 sellers
Flapen Score
Vitamin D against its category
The dotted line is the Health & Personal Care average. Past it, Vitamin D is stronger. Inside it, weaker.
Market
The Vitamin D market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Vitamin D 3.3M times last year and spent an estimated £3.1M. The top 5 brands take 92% of clicks. Demand peaks in Jan–Nov. Flapen scores it 45 out of 100, a Fail.
01 · Demand
An estimated 16.0% of those searches ended in a purchase.
Shoppers searched for this 3.3M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 16.0% of those searches ended in a purchase. Searches in the last 90 days moved -31.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £3.1M a year.
- Searches, last 12 months
- 3.3M
- Growth, 90 days vs prior 90
- -31.9%
- Conversion, latest week
- 16.0%
- Market size, estimated
- £3.1Ma year
- Peak month
- January2.0× the quietest month
- Top search term
- vitamin d2.3M searches a year
02 · Price
A sale here is worth £5.88.
Listings sell for £5.88 on average, from £2.63 to £8.40. Amazon reports units sold in ranges. This niche sold 500K to 600K a year. The average listing sells 25,000 to 30,000 of them. At £5.88 that is £147K to £176K a year per listing.
- Average price
- £5.88under the $15 to $100 sweet spot
- Price range
- £2.63–£8.40
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 500K–600K
- Units per listing a year
- 25,000–30,000
- Revenue per listing a year
- £147K–£176K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is ads and reviews.
100% 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 #17 within Vitamins. It carries 12,405 reviews at 4.65 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 100%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #17in Vitamins
- Average rating
- 4.65 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 12,405per listing
- Listings tracked
- 16
04 · Newcomers
0 of last year's 1 launches cleared the first-year sales bar.
1 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 61 months on average, so the names here are established.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 61 months
Products
Top Vitamin D products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 25, 2026. The live listing can differ.
Top sellers
by estimated 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
Trending
estimated 90-day click momentum
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 D3 4000IU & K2 125g (MK7) - 365 VIT D Tablets - 1 Year Supply
- Price
- £8.40
- Rating
- 4.6/5
- Reviews
- 4,958
- Age
- 6y ago

Vitamin D 4000IU High Strength Supplement | 400 Vitamin D3 Tablets - 13 Months Supply | VIT D3 | One-a-Day | High Absorption Cholecalciferol | Made in UK
- Price
- £4.79
- Rating
- 4.7/5
- Reviews
- 1,814
- 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 1000IU Vitabiotics Ultra
- Price
- £3.13
- Rating
- 4.7/5
- Reviews
- 25,174
- Age
- 16y 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
Competition: brands, sellers & click share
The top 5 products take an estimated 70% of clicks. Leaders hold, but buyers still shop past them.
Brands
9 falling
Sellers
87
Est. top-5 brand share
92%
Top 20: 100%
Est. top-5 click share
70%
Top 20: 100%
Open market
6%
- 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%)
Demand
Vitamin D search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan, Nov · busiest ÷ quietest = 2.0×
Search terms
Top Vitamin D search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- vitamin d2.3M/yr
- vitamin d3400K/yr
- vitamin d tablets132K/yr
- vit d68K/yr
- vitamin d3 4000 iu45K/yr
- high strength vitamin d31K/yr
- vitamin d 4000 iu24K/yr
- d3 vitamins26K/yr
- vit d323K/yr
- vitamin d high strength19K/yr
Reviews and returns
What reviews say buyers love and hate about Vitamin D
We read the reviews and the return reasons for every product selling here.
“Large capsules”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
15 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Vitamin D questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









