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Vitamin D

Fail

Prices span $2.63–$8.40, mostly outside the sweet spot, so Vitamin D is a Fail.

Flapen Score
45
45 / 100
Ranks 1,255 of 2,035 Health & Personal Care niches · −3 vs the category median of 48
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.

45Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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

16.0% of searches ended in a purchase last week.

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. In the latest week, 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

Amazon counts 0 of last year's 1 launches as successful.

1 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 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

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 70% of clicks. Leaders hold, but buyers still shop past them.

£0£307K£615K£922K£1.2M101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

9 falling

Sellers

87

Top-5 brand share

92%

Top 20: 100%

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.

90K70KSpike '24Black Friday '24Spike '25SepDecMarJunAugNovMarMay

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

Search terms

Top Vitamin D search terms shoppers use

The exact words shoppers type, with 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

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Size-Overall12%+0.26

Large capsules

its a small bottle

Small size

Dosage11%−0.05

High dose

Not accurate dosage

Dosage very high

Vitamin8%+0.22

Not the right type of Vitamin D for me I guess

Blood tests have always shown me to be very deficient in vitamin D

I absolutely do not get enough vitamin D

Taste-Overall5%

It doesnt have a funny taste

Doesn't taste of anything

have no taste

Functionality-Overall4%−0.03

Doesn't seem to work

No effect

Its like the system just stopped dipping

Love

Value For Money21%+1.68

Excellent Price

Amazing value

Good value for money

Vitamin18%+0.22

Great vitamin

As described good value vitamins

Healthy vitamin

Quality-Overall16%+0.69

the capsules feel high quality

Excellent product

Great product as usual

Ease Of Chewing/Swallowing11%+0.49

ideal to swallow

Easy to swallow

they arent difficult to swallow

Advertised Vs Actual Product8%+0.58

As advertised

Exactly as Advertised

As Described

Return

0.1% Return rate 0% Fixable by listing

Vitamin100%█▁▁▁▁▁

Not the right type of Vitamin D for me I guess

Blood tests have always shown me to be very deficient in vitamin D

I absolutely do not get enough vitamin D

FAQ

Common Vitamin D questions

Answered from the same tracked data.