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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

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.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 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

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.

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 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.

21%of positive reviews mention “Value For Money”
12%of negative reviews mention “Size-Overall”
0.1%of orders come back
“Large capsules”
A buyer, on “Size-Overall”12% of negative reviews mention the same topic

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

NegativePositive

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