Is vitamin d profitable to sell on Amazon United Kingdom?

The niche generates £3.1M/yr across 16 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -31.9%. Flapen's verdict: Skip it (45/100).

How competitive is the vitamin d niche?

9 brands and 87 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 92% of demand.

What do buyers complain about in vitamin d?

Top complaints mined from reviews: Size-Overall, Dosage, Vitamin. The return rate is 0.1%.

When does demand for vitamin d peak?

Demand peaks in Jan–Nov; the busiest month runs 2.0× the quietest.

What does it cost to enter the vitamin d niche?

Listings span £2.63–£8.40; the average listing price is £5.88 (sweet spot $15–$100). The average incumbent carries 12,405 reviews — the moat a new listing must climb.

vitamin d

Skip it

Prices mostly outside the sweet spot ($2.63–$8.40) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible16.0%

search→purchase rate — share of searches ending in a sale

Market size

Incredible£3.1M

£3.1M/yr · 3.3M searches

Competition

Okay70%

top-5 click share — leaders hold, buyers still browse

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Brand share

Bad92%

top-5 brand share — brand-locked demand

Review moat

Bad12,404.63

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£5.88

avg listing price — sweet spot $15–$100

Growth

Bad-31.9%

90-day search growth — must beat 0% to launch

Price range

Bad£2.63–£8.40

cheapest to priciest tracked listing — scored on the share inside $15–$100

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.

Data updated Jul 25, 2026 · scored weekly · How we score niches

vitamin d market data

Units sold / yr: 500K–600K; avg 25,000–30,000/product
Revenue / yr: £2.9M–£3.5M; units × avg price
Conversion rate: 16.0%
Avg BSR: #17
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 61 months
Avg seller age: 157 days

Competition & brand share

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

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%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -31.9% search growth over the last 90 days.

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

Open Trend

Top vitamin d search terms

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.

All search terms

Top vitamin d 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.

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

All 16 tracked products in this niche — three views at once, no toggling.

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

Nutrition Geeks£7.954.6★17,521 rev

Vitamin D Tablets 1000IU Vitabiotics Ultra

Vitabiotics Ultra£3.134.7★25,174 rev

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

WeightWorld£7.434.6★24,504 rev

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

VitaPremium£7.404.6★2,259 rev

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

Vitabiotics Ultra£4.554.7★13,169 rev

Newest

by launch date

Fultium£3.3756 rev

5mo ago

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

VitaPremium£7.402,259 rev

1y ago

Vitamin D Tablets 400IU Vitabiotics Ultra

Vitabiotics Ultra£2.631,658 rev

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

Nutrition Geeks£7.9517,521 rev

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

Nutrition Geeks£6.373,248 rev

3y ago

What buyers say about vitamin d

What buyers praise and complain about, mined from review topics.

What buyers love

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”

Ease Of Use4%

“Easy and convenient”

Dosage2%

“Decent dosage at a decent price - decent”

Energy Level2%

“They help with energy”

Size-Overall2%

“just the right size”

Side Effects1%

“No side effects”

What buyers complain about

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”

Ingredients-Overall3%

“This is a rubbish supplement with lots of chemicals”

Nutritional Content3%

“Not healthy”

Value For Money2%

“Cheap for a reason”

Quality-Overall2%

“cheap”

Strength2%

“Either too strong or poorly formulated”

Top return reasons

Vitamin100%

Common questions

Is vitamin d profitable to sell on Amazon United Kingdom?: The niche generates £3.1M/yr across 16 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -31.9%. Flapen's verdict: Skip it (45/100).
How competitive is the vitamin d niche?: 9 brands and 87 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 92% of demand.
What do buyers complain about in vitamin d?: Top complaints mined from reviews: Size-Overall, Dosage, Vitamin. The return rate is 0.1%.
When does demand for vitamin d peak?: Demand peaks in Jan–Nov; the busiest month runs 2.0× the quietest.
What does it cost to enter the vitamin d niche?: Listings span £2.63–£8.40; the average listing price is £5.88 (sweet spot $15–$100). The average incumbent carries 12,405 reviews — the moat a new listing must climb.