vitamin e
Worth a lookShows low returns (0.1%), but soft demand (-16.2% this quarter) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great11.6%search→purchase rate — share of searches ending in a sale
Market size
Good£366K£366K/yr · 355K searches
Brand share
Good73%top-5 brand share — brands hold most of the demand
Review moat
Good1,468.17avg incumbent reviews — the moat a new listing must climb
Competition
Okay57%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Price range
Okay£4.91–£18.63cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£8.90avg listing price — sweet spot $15–$100
Growth
Bad-16.2%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, vitamin e is a £366K/yr Amazon United Kingdom market (355K searches/yr). The top 5 brands hold 73% of demand. Verdict: Worth a look — 50/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
vitamin e market data
- Units sold / yr
- 30K–40K
- avg 2,000–2,500/product
- Revenue / yr
- £267K–£356K
- units × avg price
- Conversion rate
- 11.6%
- Avg BSR
- #23
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 78%
- Out of stock
- 0.0%
- Avg brand age
- 62 months
- Avg seller age
- 168 days
Competition & brand share
The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.Brands
13 flat
Sellers
69
Top-5 brand share
73%
Top 20: 100%
Top-5 click share
57%
Top 20: 100%
Open market
21%
- Natures Aid29%
- ALPHA0116%
- WeightWorld14%
- Evion7%
- NutriVolv7%
- Carlyle6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -16.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top vitamin e search terms
- vitamin e196K/yr
- vitamin e capsules90K/yr
- vit e14K/yr
- vitamin e supplement12K/yr
- vit e capsules8K/yr
- vitamin e capsule5K/yr
- vitamine e capsule5K/yr
- vitamin e 400iu7K/yr
- vitamin e tablets5K/yr
- vitamin e oil capsules4K/yr
Top vitamin e 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.
All 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Natures Aid Vitamin E 1000iu - High Strength Natural Antioxidant - Supports Skin Heart Eyes Immune Health & Cell Protection - Non-GMO Gluten-Free - 30 Softgel Capsules
Natures Aid£8.004.5★4,992 rev
WeightWorld Vitamin E 400IU (Advised Intake) | 180 Vegan Softgels | 6 Months Supply | Vitamin E Supplement | Natural Alpha Tocopheryl Acetate | Gluten-Free & Non-GMO | 1 Softgel a Day
WeightWorld£14.864.6★3,191 rev
Vitamin E 1000IU D-Alpha Tocopherol 100% Natural Vitamin E 90 Vegan Capsules Highly Absorbable 3 Month Supply Protects Cells from Oxidative Stress By Alpha01
ALPHA01£7.344.6★622 rev
NK GLOBAL Evion Vitamin E 400mg Capsules For Face Hair growth Nails Glowing Skin Set of 100 Pcs Natural Vegan Face Vitamins
Evion£8.454.4★349 rev
Nutrivolv Vitamin E 400IU - 90 Softgels | Antioxidant Supplement for Skin Support & Cell Protection | Helps Reduce Oxidative Stress Promotes Healthy Skin & Immune Support
NutriVolv£4.914.7★284 rev
Newest
by launch date
Vitamin E 1000iu | 30 Softgels (1 Month Supply) | DL-Alpha Tocopheryl | Protection of Cells from Oxidative Stress | High Strength Supplement for Adults | By Carlyle
Carlyle£5.0725 rev
Vitamin E Oil 75 000 IU 60 ml- 100% Pure Vitamin E Oil for Skin Face Hair Body - Natural Antioxidant for Dryness Wrinkles Scars & Stretch Marks Moisturizing and Firming Skin
ATOANY£7.091,430 rev
Vitamin E 1000IU D-Alpha Tocopherol 100% Natural Vitamin E 90 Vegan Capsules Highly Absorbable 3 Month Supply Protects Cells from Oxidative Stress By Alpha01
ALPHA01£7.34622 rev
Vitamin E 400IU D-Alpha Tocopherol 100% Natural Vitamin E 90 Vegan Capsules Highly Absorbable 3 Month Supply Protects Cells from Oxidative Stress By Alpha01
ALPHA01£5.01622 rev
Best Immune 100% Vitamin E 500iu Improved Formula 100 Vegan Capsules Highest bioavailability
Best Immune International£8.11173 rev
Trending
90-day click momentum
Sky Premium Life Vitamin E 400IU Capsules High Strength Antioxidant Supplement Vitamin E for Skin Hair & Immune Support Protection of Cells from Oxidative Stress 60 Softgels
Sky Premium Life£10.024.9★
Vitamin E 1000iu | 30 Softgels (1 Month Supply) | DL-Alpha Tocopheryl | Protection of Cells from Oxidative Stress | High Strength Supplement for Adults | By Carlyle
Carlyle£5.074.3★
Vitamin E Oil 75 000 IU 60 ml- 100% Pure Vitamin E Oil for Skin Face Hair Body - Natural Antioxidant for Dryness Wrinkles Scars & Stretch Marks Moisturizing and Firming Skin
ATOANY£7.094.7★
Vitamin E 500IU Vegan Softgels - 6 Month Supply 180ct - High Strength Vitamin E Oil Capsules - Alpha Tocopherol 100% Natural & Vegan
Generic£9.984.5★
WeightWorld Vitamin E 400IU (Advised Intake) | 180 Vegan Softgels | 6 Months Supply | Vitamin E Supplement | Natural Alpha Tocopheryl Acetate | Gluten-Free & Non-GMO | 1 Softgel a Day
WeightWorld£14.864.6★
What buyers say about vitamin e
What buyers praise and complain about, mined from review topics.What buyers love
“Great Quality Supplement — My Wife Is Really Happy With It”
“Vitamin E. Very Good”
“Good value for the money”
“Easily swallowed”
“best thing it comes in vegan capsules”
“As described”
“easy to use”
“Decent price for dosage”
“Big improvements on my skin”
“Delicious”
What buyers complain about
“A bit expensive”
“Capsule tastes bad”
“the natural vitamin E. This product is a waste of money”
“Not vegan”
“Garbage sunflower oil based supplement”
“lost weight”
“Sad they use gelatine an animal derivative”
“I don't take them every day”
“The capsules are I think on the large side”
“Hard”
Common questions
- Is vitamin e profitable to sell on Amazon United Kingdom?
- The niche generates £366K/yr across 18 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -16.2%. Flapen's verdict: Worth a look (50/100).
- How competitive is the vitamin e niche?
- 13 brands and 69 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 73% of demand.
- What do buyers complain about in vitamin e?
- Top complaints mined from reviews: Value For Money, Taste-Overall, Vitamin. The return rate is 0.1%.
- When does demand for vitamin e peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the vitamin e niche?
- Listings span £4.91–£18.63; the average listing price is £8.90 (sweet spot $15–$100). The average incumbent carries 1,468 reviews — the moat a new listing must climb.