---
title: "Vitamin D — £3.1M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/vitamin-d"
last_updated: "2026-07-31T13:14:54.515Z"
locale: en
meta:
description: "Niche score 45/100 · £3.1M/yr market · 3.3M searches/yr · £5.88 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 45/100 · £3.1M/yr market · 3.3M searches/yr · £5.88 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Vitamin D — £3.1M/yr Amazon UK Niche (2026) - Flapen"
---
# **vitamin d**
**Skip it**
Prices mostly outside the sweet spot ($2.63–$8.40) — this niche doesn't clear our bar today.
Market size 96Growth 9Conversion 98Competition 25Returns 100Price range 0Avg price 16Brand share 20Review moat 20Quality gap 22
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****16.0%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Incredible****£3.1M**
£3.1M/yr · 3.3M searches
**Competition**
**Okay****70%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****92%**
top-5 brand share — brand-locked demand
**Review moat**
**Bad****12,404.63**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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 & seasonality**
Weekly Amazon search volume, last 104 weeks — -31.9% search growth over the last 90 days.
90K70KSpike '24Black Friday '24Spike '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Nov · busiest ÷ quietest = 2.0×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/vitamin-d/trend)
## **Top vitamin d search terms**
- **vitamin d**2.3M/yr-33.0%13.0% conv. - **vitamin d3**400K/yr-23.4%11.6% conv. - **vitamin d tablets**132K/yr-31.4%14.6% conv. - **vit d**68K/yr-29.4%11.9% conv. - **vitamin d3 4000 iu**45K/yr-27.3%15.7% conv. - **high strength vitamin d**31K/yr-30.6%12.1% conv. - **vitamin d 4000 iu**24K/yr-6.9%14.3% conv. - **d3 vitamins**26K/yr-33.6%11.8% conv. - **vit d3**23K/yr-43.4%10.6% conv. - **vitamin d high strength**19K/yr-42.6%11.1% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/vitamin-d/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.
0%10%£307K20%£615K30%£922K40%£1.2M101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**£7.95**4.6★17,521 rev](https://www.amazon.co.uk/dp/B0CR57HRDV) [2**Vitamin D Tablets 1000IU Vitabiotics Ultra**Vitabiotics Ultra**£3.13**4.7★25,174 rev](https://www.amazon.co.uk/dp/B003VQZC3U) [3**Vitamin D3 4000IU - 1+ Year Supply - 400 Tablets - Easy to Swallow**WeightWorld**£7.43**4.6★24,504 rev](https://www.amazon.co.uk/dp/B086V74KKR) [4**Vitamin D 4 000 IU Tablets Maximum Strength Vitamin D3 Supplement 365 Easy to Swallow Tablets - Full Year Supply**VitaPremium**£7.40**4.6★2,259 rev](https://www.amazon.co.uk/dp/B0DJDFKXJT) [5**Vitamin D Tablets 2000IU Vitabiotics Ultra-96 Count 1-Pack**Vitabiotics Ultra**£4.55**4.7★13,169 rev](https://www.amazon.co.uk/dp/B075GRYNB8)
**~~View all top sellers →~~**
### **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**Fultium**£3.37**56 rev5mo ago](https://www.amazon.co.uk/dp/B0GH7FV3VB) [**Vitamin D 4 000 IU Tablets Maximum Strength Vitamin D3 Supplement 365 Easy to Swallow Tablets - Full Year Supply**VitaPremium**£7.40**2,259 rev1y ago](https://www.amazon.co.uk/dp/B0DJDFKXJT) [**Vitamin D Tablets 400IU Vitabiotics Ultra**Vitabiotics Ultra**£2.63**1,658 rev2y ago](https://www.amazon.co.uk/dp/B0CZ7C4JWR) [**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**£7.95**17,521 rev2y ago](https://www.amazon.co.uk/dp/B0CR57HRDV) [**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**£6.37**3,248 rev3y ago](https://www.amazon.co.uk/dp/B0BQCNJ7WR)
**~~View all new products →~~**
### **Trending**
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**Fultium**£3.37**4.6★**▲ 286%**](https://www.amazon.co.uk/dp/B0GH7FV3VB) [**Vitamin D3 4000IU & K2 125g (MK7) - 365 VIT D Tablets - 1 Year Supply**WeightWorld**£8.40**4.6★**▲ 119%**](https://www.amazon.co.uk/dp/B08DG68P6B) [**Vitamin D 4000IU High Strength Supplement | 400 Vitamin D3 Tablets - 13 Months Supply | VIT D3 | One-a-Day | High Absorption Cholecalciferol | Made in UK**EVO NUTRITION**£4.79**4.7★**▲ 92%**](https://www.amazon.co.uk/dp/B07XQ9LWRP) [**Vitamin D 4 000 IU Tablets Maximum Strength Vitamin D3 Supplement 365 Easy to Swallow Tablets - Full Year Supply**VitaPremium**£7.40**4.6★**▲ 48%**](https://www.amazon.co.uk/dp/B0DJDFKXJT) [**Vitamin D Tablets 1000IU Vitabiotics Ultra**Vitabiotics Ultra**£3.13**4.7★**▲ 24%**](https://www.amazon.co.uk/dp/B003VQZC3U)
**~~View all trending →~~**
## **What buyers say about vitamin d**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**21%
*“Excellent Price”*
**Vitamin**18%
*“Great vitamin”*
**Quality-Overall**16%
*“the capsules feel high quality”*
**Ease Of Chewing/Swallowing**11%
*“ideal to swallow”*
**Advertised Vs Actual Product**8%
*“As advertised”*
**Ease Of Use**4%
*“Easy and convenient”*
**Dosage**2%
*“Decent dosage at a decent price - decent”*
**Energy Level**2%
*“They help with energy”*
**Size-Overall**2%
*“just the right size”*
**Side Effects**1%
*“No side effects”*
### **What buyers complain about **
**Size-Overall**12%
*“Large capsules”*
**Dosage**11%
*“High dose”*
**Vitamin**8%
*“Not the right type of Vitamin D for me I guess”*
**Taste-Overall**5%
*“It doesnt have a funny taste”*
**Functionality-Overall**4%
*“Doesn't seem to work”*
**Ingredients-Overall**3%
*“This is a rubbish supplement with lots of chemicals”*
**Nutritional Content**3%
*“Not healthy”*
**Value For Money**2%
*“Cheap for a reason”*
**Quality-Overall**2%
*“cheap”*
**Strength**2%
*“Either too strong or poorly formulated”*
### **Top return reasons **
**Vitamin**100%
## **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.
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