calcium
Worth a lookShows a $11.2M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$11.2M$11.2M/yr · 5.6M searches
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible12.5%search→purchase rate — share of searches ending in a sale
Avg price
Great$16.18avg listing price — sweet spot $15–$100
Price range
Good$5.32–$36.27cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Brand share
Okay82%top-5 brand share — brands hold most of the demand
Growth
Bad-7.2%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Review moat
Bad13,477.04avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, calcium is a $11.2M/yr Amazon United States market (5.6M searches/yr). The top 5 brands hold 82% of demand. Verdict: Worth a look — 60/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
calcium market data
- Units sold / yr
- 600K–800K
- avg 15,000–20,000/product
- Revenue / yr
- $9.7M–$12.9M
- units × avg price
- Conversion rate
- 12.5%
- Avg BSR
- #112
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 80%
- Out of stock
- 0.0%
- Avg brand age
- 80 months
- Avg seller age
- 146 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
15 falling
Sellers
131
Top-5 brand share
82%
Top 20: 100%
Top-5 click share
53%
Top 20: 94%
Open market
15%
- Nature's Bounty45%
- Nature Made17%
- Pure Encapsulations10%
- Bronson6%
- Nutricost3%
- THORNE3%
- Open — no brand owns it (9 brands, 15%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -7.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top calcium search terms
- calcium1.7M/yr
- calcium 1200 mg with vitamin d3929K/yr
- calcium supplements for women1.6M/yr
- calcium supplement412K/yr
- calcium 1200 mg123K/yr
- calcio para los huesos de mujer124K/yr
- calcio84K/yr
- calcium supplements103K/yr
- calcium with vitamin d57K/yr
- calcium with vitamin d385K/yr
Top calcium 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Natures Bounty Calcium 1200 mg with 1000 IU Vitamin D3 - Bone Health Softgels Calcium and Vitamin D Supplement Gluten Free 2 Softgels per Day 120 ct (Pack of 1)
Nature's Bounty$7.794.6★43,244 rev
Nature Made Calcium 600 mg with Vitamin D3 Dietary Supplement for Bone Support 220 Tablets
Nature Made$13.714.7★27,324 rev
Natures Bounty Calcium 1200 mg with Vitamin D3 - Bone Health Softgels Calcium and Vitamin D Supplement 120 Ct (2-Pack)
Nature's Bounty$15.364.6★43,244 rev
Bronson Calcium 1200mg Per Serving Plus Vitamin D3 1000 IU High Potency Formula Non-GMO 120 Tablets
Bronson$10.014.7★2,183 rev
Natures Bounty Calcium Carbonate & Vitamin D Supports Immune Health & Bone Health 600mg Calcium & 800IU Vitamin D3 250 Tablets
Nature's Bounty$10.744.7★8,402 rev
Newest
by launch dateBronson Calcium 1200mg Per Serving Plus Vitamin D3 1000 IU High Potency Formula Non-GMO 120 Tablets
Bronson$10.012,183 rev
Calcium 1 200mg with Vitamin D3 & K2 300 Tablets | Calcium Supplements for Women & Men | Mineral Complex Support Bone Teeth Colon & Cardiovascular Health | Non-GMO Gluten-Free
Micro Ingredients$21.99744 rev
Carlyle Calcium 1200 mg with Vitamin D3 | 120 Softgels
Carlyle$6.40528 rev
Calcium 1200 mg with Vitamin D3 - Per Serving - Bone Health Supplement - Vitamin D & Calcium Supplements for Women & Men - Bone Strength Support - Natural Calcium Pills - Bottled in USA - 240 Tablets
Nature's Nutrition$16.191,580 rev
Pure Encapsulations Calcium (Citrate) - Supplement for Bone Teeth Colon and Cardiovascular Health Support* - with Premium Calcium Citrate - 60 Capsules
Pure Encapsulations$13.275,961 rev
Trending
90-day click momentumCarlyle Calcium 1200 mg with Vitamin D3 | 120 Softgels
Carlyle$6.404.5★
Natures Bounty Calcium 1200 mg with Vitamin D3 Bone Health & Immune Support Vitamin D3 1000 IU 220 Softgels
Nature's Bounty$15.404.6★
Natures Bounty Calcium Plus 400 IU Vitamin D3 Immune Support & Bone Health 300 Tablets
Nature's Bounty$15.924.7★
Pure Encapsulations Calcium with Vitamin D3 | Dietary Supplement to Support Bone Colon and Cardiovascular Health* | 180 Capsules
Pure Encapsulations$32.674.8★
Calcium 1200 mg with Vitamin D3 - Per Serving - Bone Health Supplement - Vitamin D & Calcium Supplements for Women & Men - Bone Strength Support - Natural Calcium Pills - Bottled in USA - 240 Tablets
Nature's Nutrition$16.194.7★
What buyers say about calcium
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent calcium supplement”
“Great product with excellent reviews”
“Good value for money”
“Quality brand vitamins”
“EASY to swallow”
“As advertised”
“Taste great, easy to ingest”
“Ease of use”
“seem to be doing well”
“good dosage”
What buyers complain about
“Very large pills”
“hard to chew”
“Apparently low calcium is a thing”
“misleading doseage”
“Taste is off-putting”
“Wrong vitamins, as I can't swallow that type”
“It's REALLY expensive”
“Way too sugary”
“stomach pains”
“Horribly strong odor”
Top return reasons
Common questions
- Is calcium profitable to sell on Amazon United States?
- The niche generates $11.2M/yr across 25 tracked products. 90-day search growth is -7.2%. Flapen's verdict: Worth a look (60/100).
- How competitive is the calcium niche?
- 15 brands and 131 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 82% of demand.
- What do buyers complain about in calcium?
- Top complaints mined from reviews: Size-Overall, Ease Of Chewing/Swallowing, Calcium. The return rate is 0.0%.
- When does demand for calcium peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the calcium niche?
- Listings span $5.32–$36.27; the average listing price is $16.18 (sweet spot $15–$100). The average incumbent carries 13,477 reviews — the moat a new listing must climb.