biotin
Worth a lookShows a $12.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$12.8M$12.8M/yr · 5.8M searches
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible13.4%search→purchase rate — share of searches ending in a sale
Avg price
Great$16.49avg listing price — sweet spot $15–$100
Price range
Great$5.51–$49.32cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay77%top-5 brand share — brands hold most of the demand
Competition
Okay62%top-5 click share — leaders hold, buyers still browse
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-16.6%90-day search growth — must beat 0% to launch
Review moat
Bad31,705.37avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, biotin is a $12.8M/yr Amazon United States market (5.8M searches/yr). The top 5 brands hold 77% of demand. Verdict: Worth a look — 58/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
biotin market data
- Units sold / yr
- 600K–800K
- avg 30,000–40,000/product
- Revenue / yr
- $9.9M–$13.2M
- units × avg price
- Conversion rate
- 13.4%
- Avg BSR
- #130
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 89%
- Out of stock
- 0.0%
- Avg brand age
- 64 months
- Avg seller age
- 136 days
Competition & brand share
The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.Brands
13 rising
Sellers
86
Top-5 brand share
77%
Top 20: 100%
Top-5 click share
62%
Top 20: 100%
Open market
18%
- Nature's Bounty37%
- NUTRAHARMONY21%
- Bronson8%
- Nutricost6%
- Sports Research5%
- VITBOOST4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -16.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top biotin search terms
- biotin3.1M/yr
- biotin for hair growth women1.1M/yr
- biotin 10000mcg586K/yr
- biotin and collagen supplements219K/yr
- biotina148K/yr
- biotina para el cabello102K/yr
- biotin supplement119K/yr
- biotin hair growth45K/yr
- biotina 10000 mcg57K/yr
- vitamin b734K/yr
Top biotin 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Natures Bounty Biotin Hair Skin and Nails Vitamins Supports Healthy Hair Skin and Nails 10 000 mcg 120 Softgels (Pack of 1)
Nature's Bounty$7.984.7★121,987 rev
Biotin Collagen Hyaluronic Acid & Keratin - Hair Growth Support - 60 Caps
NUTRAHARMONY$26.474.5★18,852 rev
Nutricost Biotin (Vitamin B7) 10 000mcg (10mg) 240 Capsules Quick Release
Nutricost$12.804.7★18,400 rev
Bronson Biotin 10 000mcg Hair Skin and Nails Vitamins 150 Tablets
Bronson$8.914.7★11,020 rev
Natures Bounty Biotin Hair Skin and Nails Vitamins Supports Healthy Hair Skin and Nails 10 000 mcg Rapid Release Softgels 180 Ct
Nature's Bounty$10.704.7★121,987 rev
Newest
by launch date
Biotin Gummies for Hair Growth Support - for Women & Men - Berry 60 Gummy
NUTRAHARMONY$17.791,931 rev
Biotin Collagen Hyaluronic Acid & Keratin - Hair Growth Support 120 Caps
NUTRAHARMONY$49.3218,852 rev
Natures Bounty Biotin Hair Skin and Nails Vitamins Supports Healthy Hair Skin and Nails 10 000 mcg Rapid Release Softgels 180 Ct
Nature's Bounty$10.70121,987 rev
VITBOOST Biotin with Hyaluronic Acid Collagen and Keratin - 60Ct 25000mcg
VITBOOST$18.863,713 rev
Vitamatic Biotin 10 000 mcg (10 mg) for Stronger Hair Skin & Nails - 365 Vegan Tablets- Also Called Vitamin B7
Vitamatic$9.731,709 rev
Trending
90-day click momentum
Futurebiotics Biotin 10 000 MCG High Potency Tablets Supports Healthy Hair Skin & Nails & Energy Production Non-GMO 180 Vegetarian Tablets
Futurebiotics$10.014.7★
Biotin Collagen Hyaluronic Acid & Keratin - Hair Growth Support 120 Caps
NUTRAHARMONY$49.324.5★
Pure Encapsulations Biotin 8 mg - B Vitamin Supplement to Aid Stress Relief Hair Skin & Nail Strengthening Metabolism Carbohydrate Support & Nervous System* - with Premium Biotin - 60 Capsules
Pure Encapsulations$14.364.7★
Biotin Gummies for Hair Growth Support - for Women & Men - Berry 60 Gummy
NUTRAHARMONY$17.794.6★
Vitamatic Biotin 10 000 mcg (10 mg) for Stronger Hair Skin & Nails - 365 Vegan Tablets- Also Called Vitamin B7
Vitamatic$9.734.8★
What buyers say about biotin
What buyers praise and complain about, mined from review topics.What buyers love
“Helps With Hair Growth”
“Great produces”
“Love this vitamin”
“Great value”
“Just swallow quickly”
“dont leave any unpleasant aftertaste”
“Works well”
“AS DESCRIBED”
“Easy & Convenient”
“Skin looks amazing”
What buyers complain about
“Not working well”
“taste is nasty”
“be careful of high dosage”
“My hair looks awful”
“Doesn't aid in hair growth”
“Allergic”
“Side effect”
“Terrible smell”
“not vitamin tastes”
“The chewables are not as effective”
Top return reasons
Common questions
- Is biotin profitable to sell on Amazon United States?
- The niche generates $12.8M/yr across 19 tracked products. 90-day search growth is -16.6%. Flapen's verdict: Worth a look (58/100).
- How competitive is the biotin niche?
- 13 brands and 86 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 77% of demand.
- What do buyers complain about in biotin?
- Top complaints mined from reviews: Functionality-Overall, Taste-Overall, Dosage. The return rate is 0.0%.
- When does demand for biotin peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the biotin niche?
- Listings span $5.51–$49.32; the average listing price is $16.49 (sweet spot $15–$100). The average incumbent carries 31,705 reviews — the moat a new listing must climb.