calms
Worth a lookShows low returns (0.0%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible13.7%search→purchase rate — share of searches ending in a sale
Market size
Incredible$2.2M$2.2M/yr · 810K searches
Avg price
Great$19.88avg listing price — sweet spot $15–$100
Price range
Good$7.87–$32.82cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Bad5,445.09avg incumbent reviews — the moat a new listing must climb
Growth
Bad-6.5%90-day search growth — must beat 0% to launch
Competition
Bad82%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, calms is a $2.2M/yr Amazon United States market (810K searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
calms market data
- Units sold / yr
- 125K–150K
- avg 12,500–15,000/product
- Revenue / yr
- $2.5M–$3.0M
- units × avg price
- Conversion rate
- 13.7%
- Avg BSR
- #217
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 73%
- Out of stock
- 0.0%
- Avg brand age
- 46 months
- Avg seller age
- 147 days
Competition & brand share
The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 flat
Sellers
616
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
82%
Top 20: 100%
Open market
0%
- Natural Vitality82%
- Hyland's16%
- OLLY2%
Demand
Weekly Amazon search volume, last 26 weeks — -6.5% search growth over the last 90 days.Top calms search terms
- calm magnesium gummies291K/yr
- calm gummies245K/yr
- calm gummies magnesium54K/yr
- calms forte37K/yr
- calms forte sleep aid20K/yr
- magnesium calm gummies25K/yr
- calm gummies for adults17K/yr
- natural calm gummies17K/yr
- hylands calm15K/yr
- calm forte14K/yr
Top calms 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 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Natural Vitality Calm Magnesium Gummies | 330mg Per Serving
Natural Vitality$30.394.5★16,906 rev
Natural Vitality Calm Magnesium Gummies | 330mg Per Serving
Natural Vitality$19.314.6★12,893 rev
Hylands Calms Forte Tablets Natural Relief of Nervous Tension and Occasional Sleeplessness 100 Count
Hyland's$10.594.4★2,417 rev
Natural Vitality Calm Magnesium Gummies | 330mg Per Serving
Natural Vitality$32.824.5★3,108 rev
Natural Vitality Calm Magnesium Glycinate Gummies | Soup Grape Flavor
Natural Vitality$16.254.4★113 rev
Newest
by launch dateNatural Vitality Calm Magnesium Glycinate Gummies | Soup Grape Flavor
Natural Vitality$16.25113 rev
Hylands Calms Forte Tablets Natural Relief of Nervous Tension and Occasional Sleeplessness 100 Count
Hyland's$10.592,417 rev
Natural Vitality Calm Magnesium Citrate Kids Supplement Stress Relief Gummies Supports a Healthy Response to Stress Gluten Free Vegan Sweet Citrus 120 Gummies
Natural Vitality$22.631,715 rev
Natural Vitality Calm Magnesium Gummies | 330mg Per Serving
Natural Vitality$32.823,108 rev
Natural Vitality Calm Magnesium Gummies | 330mg Per Serving
Natural Vitality$22.771,797 rev
Trending
90-day click momentumNatural Vitality Calm Magnesium Glycinate Gummies | Soup Grape Flavor
Natural Vitality$16.254.4★
HYLANDS Calms Forte 50 CT
Hyland's$7.874.3★
Natural Vitality Calm Magnesium Gummies | 330mg Per Serving
Natural Vitality$19.314.6★
Natural Vitality Sleep Gummies | Magnesium Melatonin & L-Theanine Formula
Natural Vitality$23.484.5★
Hylands Calms Forte Sleep Aid Tablets Natural Relief of Nervous Tension and Occasional Sleeplessness 100 Count (Pack of 2)
Hyland's$20.974.7★
What buyers say about calms
What buyers praise and complain about, mined from review topics.What buyers love
“Helps with sleep”
“Taste great, easy to take”
“Perfect for anxiety”
“Works well”
“Great for Calming”
“Excellent product”
“Great way to get in your magnesium”
“Worth every penny”
“they are decently flavored”
“Work as advertised”
What buyers complain about
“Bad aftertaste”
“Did nothing”
“Not for sleep”
“I dont feel as stress as I use to”
“I have many issues so sometimes have to take a second dose”
“Some pieces aren't sweetened”
“Waste of money”
“overly chewy rubbery texture”
“Not magnesium glycinate”
“Smells like plastic”
Top return reasons
Common questions
- Is calms profitable to sell on Amazon United States?
- The niche generates $2.2M/yr across 11 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -6.5%. Flapen's verdict: Worth a look (53/100).
- How competitive is the calms niche?
- 3 brands and 616 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in calms?
- Top complaints mined from reviews: Taste-Overall, Functionality-Overall, Sleep Quality. The return rate is 0.0%.
- What does it cost to enter the calms niche?
- Listings span $7.87–$32.82; the average listing price is $19.88 (sweet spot $15–$100). The average incumbent carries 5,445 reviews — the moat a new listing must climb.