Is echinacea profitable to sell on Amazon United States?

The niche generates $1.6M/yr across 13 tracked products. 90-day search growth is -38.5%. Flapen's verdict: Worth a look (51/100).

How competitive is the echinacea niche?

10 brands and 580 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 81% of demand.

What do buyers complain about in echinacea?

Top complaints mined from reviews: Dosage, Advertised Vs Actual Product, Recycle/Reuse. The return rate is 0.0%.

When does demand for echinacea peak?

Demand peaks in Jan–Feb–Dec; the busiest month runs 2.6× the quietest.

What does it cost to enter the echinacea niche?

Listings span $6.60–$30.72; the average listing price is $15.95 (sweet spot $15–$100). The average incumbent carries 2,582 reviews — the moat a new listing must climb.

echinacea

Worth a look

Shows low returns (0.0%), but soft demand (-38.5% this quarter) keeps it on the watch list.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible15.2%

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

Market size

Great$1.6M

$1.6M/yr · 645K searches

Avg price

Great$15.95

avg listing price — sweet spot $15–$100

Price range

Good$6.60–$30.72

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

Brand share

Okay81%

top-5 brand share — brands hold most of the demand

Review moat

Okay2,582.38

avg incumbent reviews — the moat a new listing must climb

Competition

Bad75%

top-5 click share — a locked-up shelf

Quality gap

Bad4.8★

avg incumbent rating — lower means beatable quality

Growth

Bad-38.5%

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

According to Flapen's Amazon United States niche tracking, echinacea is a $1.6M/yr Amazon United States market (645K searches/yr). The top 5 brands hold 81% of demand. Demand peaks in Jan–Feb–Dec. Verdict: Worth a look — 51/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

echinacea market data

Units sold / yr: 80K–100K; avg 4,000–5,000/product
Revenue / yr: $1.3M–$1.6M; units × avg price
Conversion rate: 15.2%
Avg BSR: #256
Page quality: 0%
Prime: 100%
Sponsored: 69%
Out of stock: 2.1%
Avg brand age: 78 months
Avg seller age: 147 days

Competition & brand share

The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.

Brands

10 falling

Sellers

580

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

75%

Top 20: 100%

Open market

14%

Nature's Bounty48%
Horbäach14%
Nutricost7%
Herb Pharm6%
Frontier Co-op6%
Gaia Herbs5%
Open — no brand owns it (4 brands, 14%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -38.5% search growth over the last 90 days.

Peak months: Jan, Feb, Dec · busiest ÷ quietest = 2.6×

Open Trend

Top echinacea search terms

echinacea427K/yr -41.3%10.9% conv.
echinacea capsules119K/yr -24.2%16.1% conv.
organic echinacea14K/yr -0.1%2.5% conv.
equinacea12K/yr -19.0%5.1% conv.
echinacea purpurea7K/yr -42.4%4.7% conv.
echinacea herbal supplements7K/yr -40.1%2.1% conv.
echinacea supplement8K/yr -42.8%6.7% conv.
equinacea organica9K/yr -64.0%2.9% conv.
equinacea para adultos6K/yr -10.3%5.5% conv.
echinacea organic5K/yr -43.1%2.9% conv.

All search terms

Top echinacea 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 13 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Natures Bounty Echinacea Herbal Supplement Supports Immune Health 400mg 100 Capsules

Nature's Bounty$6.604.8★9,651 rev

Horbach Echinacea Extract Capsules | 300 Count

Horbäach$16.484.8★3,952 rev

Natures Bounty Echinacea Complex Herbal Supplement Supports Immune Health 450 mg 100 Capsules

Nature's Bounty$12.254.8★3,515 rev

Nutricost Echinacea 800mg 240 Capsules 120 Servings Gluten-Free

Nutricost$14.724.8★2,042 rev

Herb Pharm Echinacea Alcohol-Free Extract: Immune System Support for All Seasons | Fast-Absorbing Echinacea Root Organic Supplement | Non-GMO Vegan & Gluten-Free | Glycerite Liquid | 1 oz

Herb Pharm$13.944.7★2,417 rev

Newest

by launch date

MARYRUTH'S$17.81295 rev

3y ago

Horbach Echinacea Extract Capsules | 300 Count

Horbäach$16.483,952 rev

6y ago

Nutricost Echinacea 800mg 240 Capsules 120 Servings Gluten-Free

Nutricost$14.722,042 rev

8y ago

Natures Bounty Echinacea Complex Herbal Supplement Supports Immune Health 450 mg 100 Capsules

Nature's Bounty$12.253,515 rev

9y ago

Natures Truth Echinacea Extract Capsules | 100 Count

Nature's Truth$7.90345 rev

11y ago

What buyers say about echinacea

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

What buyers love

Quality-Overall23%

“GREAT quality & taste in a BIG bag”

Value For Money13%

“Worth the money”

Immunity Booster11%

“Immune building at its best”

Efficiency9%

“Very effective”

Cold Relief8%

“Helped When the Flu Arrived”

Ease Of Chewing/Swallowing4%

“The capsules are easy to take”

Vitamin4%

“--- AN EXCELLENT PRODUCT(VITAMIN-SUUPLMT.)-HERE.-AN ESSENTIAL DAILY ADD-ON W/OTHER VITS.&MEDS.-TO BE TAKEN(DAILY)!-CAME FAST & GOOD PRICE,TOO!---”

Advertised Vs Actual Product4%

“Take as directed”

Ingredients-Overall4%

“This is a BIG bag of high quality Echinacea the we use in our tea and Elderberry syrup”

Ease Of Use3%

“easy to use”

What buyers complain about

Dosage36%

“thats not per capsule”

Advertised Vs Actual Product14%

“Inaccurate description”

Recycle/Reuse14%

“Not a resealable bag”

Allergies7%

“I discovered echinacea years ago after I found out I was allergic to antibiotics”

Quality-Overall7%

“And, the quality is not as good”

Top return reasons

Size-Overall33%

Ingredients-Overall33%

Taste-Overall33%

Common questions

Is echinacea profitable to sell on Amazon United States?: The niche generates $1.6M/yr across 13 tracked products. 90-day search growth is -38.5%. Flapen's verdict: Worth a look (51/100).
How competitive is the echinacea niche?: 10 brands and 580 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 81% of demand.
What do buyers complain about in echinacea?: Top complaints mined from reviews: Dosage, Advertised Vs Actual Product, Recycle/Reuse. The return rate is 0.0%.
When does demand for echinacea peak?: Demand peaks in Jan–Feb–Dec; the busiest month runs 2.6× the quietest.
What does it cost to enter the echinacea niche?: Listings span $6.60–$30.72; the average listing price is $15.95 (sweet spot $15–$100). The average incumbent carries 2,582 reviews — the moat a new listing must climb.