Is borage oil profitable to sell on Amazon United States?

The niche generates $155K/yr across 25 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Worth a look (59/100).

How competitive is the borage oil niche?

23 brands and 33 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 56% of demand.

What do buyers complain about in borage oil?

Top complaints mined from reviews: Smell, Allergies, Advertised Vs Actual Product. The return rate is 0.2%.

When does demand for borage oil peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the borage oil niche?

Listings span $9.95–$78.13; the average listing price is $23.74 (sweet spot $15–$100). The average incumbent carries 668 reviews — the moat a new listing must climb.

borage oil

Worth a look

Shows low returns (0.2%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Avg price

Incredible$23.74

avg listing price — sweet spot $15–$100

Price range

Great$9.95–$78.13

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

Brand share

Great56%

top-5 brand share — no brand owns this niche

Conversion

Good6.7%

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

Review moat

Good667.88

avg incumbent reviews — the moat a new listing must climb

Competition

Good51%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay$155K

$155K/yr · 97K searches

Growth

Bad-8.6%

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

According to Flapen's Amazon United States niche tracking, borage oil is a $155K/yr Amazon United States market (97K searches/yr). The top 5 brands hold 56% of demand. Verdict: Worth a look — 59/100.

Data updated Jul 26, 2026 · scored weekly · How we score niches

borage oil market data

Units sold / yr: 10K–13K; avg 250–500/product
Revenue / yr: $237K–$297K; units × avg price
Conversion rate: 6.7%
Avg BSR: #2,157
Page quality: 0%
Prime: 96%
Sponsored: 68%
Out of stock: 5.5%
Avg brand age: 99 months
Avg seller age: 160 days

Competition & brand share

The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.

Brands

23 rising

Sellers

Top-5 brand share

56%

Top 20: 97%

Top-5 click share

51%

Top 20: 95%

Open market

39%

NOW Foods27%
Cliganic9%
Pure Encapsulations8%
Carlyle7%
Horbäach6%
Bella Terra Oils5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -8.6% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top borage oil search terms

borage oil60K/yr -4.7%8.8% conv.
borage oil supplements20K/yr -23.6%10.4% conv.
borage seed oil7K/yr +6.2%6.3% conv.
borage oil organic4K/yr +1.9%3.7% conv.
borage oil capsules4K/yr -6.5%6.7% conv.
borage oil for skin3K/yr -24.5%5.2% conv.

All search terms

Top borage oil 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

NOW Foods Supplements Borage Oil 1000 mg with 240mg of GLA (Gamma Linolenic Acid) 120 Softgels

NOW Foods$21.274.6★1,590 rev

NOW Foods Supplements Borage Oil 1000 mg with 240mg of GLA (Gamma Linolenic Acid) 60 Softgels

NOW Foods$11.974.6★1,590 rev

Cliganic Organic Borage Seed Oil for Face 100% Pure (1oz) - Natural Non-GMO Cold Pressed

Cliganic$9.954.3★180 rev

Pure Encapsulations Borage Oil | Hypoallergenic Dietary Supplement | 60 Softgel Capsules

Pure Encapsulations$36.484.5★132 rev

Carlyle Borage Oil Supplement | 2000mg | 200 Softgel Capsules

Carlyle$18.964.7★231 rev

Newest

by launch date

Botanical Beauty Certified Organic BORAGE OIL 18% GLA Refined 100% Pure 100% Natural Cold Pressed Carrier Oil for Face Skin Hair Lip Nails. Anti-Aging. Rich in Vitamin E Omega 6 (0.5 Fl Oz 15 ml)

Botanical Beauty$12.9020 rev

1mo ago

BulkSupplements.com Borage Oil Softgels - Gamma Linolenic Acid Supplement Borage Oil Supplements Borage Oil 1000mg - Gluten Free 1 Softgel per Serving 180 Count (Pack of 1)

BulkSupplements$23.8973 rev

2y ago

Carlyle Borage Oil Supplement | 2000mg | 200 Softgel Capsules

Carlyle$18.96231 rev

2y ago

Cliganic Organic Borage Seed Oil for Face 100% Pure (1oz) - Natural Non-GMO Cold Pressed

Cliganic$9.95180 rev

3y ago

NEW ROOTS HERBAL Borage Oil Supplement 1200 mg | Organic Borage Seed Oil Cold-Pressed (90 softgels) GLA Supplement (264mg) with Linoleic Acid (444mg) | 100% Hexane-Free

NEW ROOTS HERBAL$33.61126 rev

4y ago

What buyers say about borage oil

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

What buyers love

Quality-Overall17%

“High quality supplement”

Efficiency8%

“seems to be effective”

Itch Relief5%

“Really helps with itchy skin”

Ingredients-Overall5%

“You chloesterol will thank you, your skin and hair will thank you as well”

Side Effects4%

“I purchased this supplement after hearing that borage oil may help with menstrual discomfort and women's health”

Regulates Digestion4%

“Has worked well for me with digestive benefits”

Satisfaction/Pleasure4%

“Great results”

Temperature Control4%

“It totally helped with temperature regulation after doorstep delivery as we are going through a very unusual heat wave”

Value For Money4%

“it appears to be the best price per caplet”

Joint Pain4%

“This helps so much with joint pain”

What buyers complain about

Smell21%

“Smells fishy”

Allergies17%

“I was extremely allergic”

Advertised Vs Actual Product6%

“demanding an answer to why this false advertising is occurring”

Value For Money6%

“Cheap bargain like prices dont mean youre actually getting a good deal”

Vegan/Organic4%

“Was NOT organic”

Dosage3%

“I could not take”

Acid Regulator/Stomach Ache Relief3%

“They upset my stomach really bad”

Contamination2%

“Lead contaminate product”

Oily/Greasy2%

“Not good oil for face and neck”

Heating2%

“Its winter here in CO, btw, so its definitely not heated together at my end”

Top return reasons

Smell26%

Advertised Vs Actual Product21%

Oily/Greasy15%

Leak-Proof13%

Functionality-Overall5%

Ingredients-Overall5%

Size-Overall4%

Product Condition3%

Suitability Combination Skin3%

Ethical Trade/Fair Trade3%

Common questions

Is borage oil profitable to sell on Amazon United States?: The niche generates $155K/yr across 25 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Worth a look (59/100).
How competitive is the borage oil niche?: 23 brands and 33 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 56% of demand.
What do buyers complain about in borage oil?: Top complaints mined from reviews: Smell, Allergies, Advertised Vs Actual Product. The return rate is 0.2%.
When does demand for borage oil peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the borage oil niche?: Listings span $9.95–$78.13; the average listing price is $23.74 (sweet spot $15–$100). The average incumbent carries 668 reviews — the moat a new listing must climb.