equate
Skip itA small market ($59K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible17.4%search→purchase rate — share of searches ending in a sale
Avg price
Good$14.51avg listing price — sweet spot $15–$100
Price range
Okay$3.53–$24.97cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-2.4%90-day search growth — must beat 0% to launch
Review moat
Bad6,823.83avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Brand share
Bad93%top-5 brand share — brand-locked demand
Market size
Bad$59K$59K/yr · 24K searches
Competition
Bad82%top-5 click share — a locked-up shelf
According to Flapen's Amazon United States niche tracking, equate is a $59K/yr Amazon United States market (24K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Feb–Sep–Oct–Nov. Verdict: Skip it — 39/100.
Data updated Jul 11, 2026 · scored weekly · How we score niches
equate market data
- Units sold / yr
- 5K–6K
- avg 250–500/product
- Revenue / yr
- $73K–$87K
- units × avg price
- Conversion rate
- 17.4%
- Avg BSR
- #296
- Page quality
- 0%
- Prime
- 75%
- Sponsored
- 58%
- Out of stock
- 16.0%
- Avg brand age
- 109 months
- Avg seller age
- 139 days
Competition & brand share
The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 flat
Sellers
136
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
82%
Top 20: 100%
Open market
4%
- Equate49%
- maker explorador26%
- Amazon Basic Care9%
- Generic5%
- HealthA2Z3%
- Leader3%
- Open — no brand owns it (2 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.4% search growth over the last 90 days.Peak months: Feb, Sep, Oct, Nov · busiest ÷ quietest = 9.4×
Top equate 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 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Equate - Stool Softener 100 mg 140 Capsules (Compare to Colace) (1)
Equate$9.344.6★1,565 rev
Maker Explorador Equate Stool Softener Plus Stimulant Laxative Tablets for Constipation 240 Count and Card Gift Private Label
maker explorador$19.234.8★58 rev
Equate - Stool Softener 100 mg 280 Softgels (Compare to Colace)
Equate$17.914.8★716 rev
Amazon Basic Care Stool Softener Laxative Docusate Sodium 100 mg Softgels For Constipation Relief 100 Count
Amazon Basic Care$3.534.6★44,407 rev
Equate Stool Softener Laxative Softgels 100 mg 400 Count and. Card Gift of Maker Explorador Private Label
maker explorador$21.254.6★47 rev
Newest
by launch date
Stool Softeners 240 Tablets Stool Softener for Women and Men Docusate Sodium 50mg with Sennosides 8.6mg Stool Softener Laxative Tablets (Pack of 1)
Generic$19.912 rev
Stool Softener Plus Stimulant Laxative Tablets for Constipation 120 Ct
Generic$13.6963 rev
Maker Explorador Equate Stool Softener Plus Stimulant Laxative Tablets for Constipation 240 Count and Card Gift Private Label
maker explorador$19.2358 rev
Equate Stool Softener Laxative Softgels 100 mg 400 Count and. Card Gift of Maker Explorador Private Label
maker explorador$21.2547 rev
Gentle Stool Softener Capsules 100mg 400 Count for Consistent Bowel Aid - Equate + Create Sticker
Create and Bundle$24.9743 rev
Trending
90-day click momentumStool Softeners 240 Tablets Stool Softener for Women and Men Docusate Sodium 50mg with Sennosides 8.6mg Stool Softener Laxative Tablets (Pack of 1)
Generic$19.914.5★
Stool Softener Plus Stimulant Laxative Tablets for Constipation 120 Ct
Generic$13.694.7★
Maker Explorador Equate Stool Softener Plus Stimulant Laxative Tablets for Constipation 240 Count and Card Gift Private Label
maker explorador$19.234.8★
Amazon Basic Care Stool Softener Laxative Docusate Sodium 100 mg Softgels For Constipation Relief 100 Count
Amazon Basic Care$3.534.6★
HealthA2Z Stool Softener Docusate Sodium 100mg Red & White Capsules Dependable & Stimulant-Free Gentle Constipation Relief 400 Counts
HealthA2Z$10.004.7★
What buyers say about equate
What buyers praise and complain about, mined from review topics.What buyers love
“Great deal”
“It does its job very well”
“As advertised”
“Just as good as the name brand”
“Very gentle”
“They are small pill pills so there is no problem with swallowing them”
“Easy on the tummy”
“Very easy to use”
“This item is very relaxed on your stomach”
“effective and easy to swallow”
What buyers complain about
“Not as effective as I thought”
“could have bought else where for 60% less”
“Smells like tide laundry detergent”
“Upset stomach”
“Tried taking 2 pills, still nothing”
“its caused SEVERE constipation”
“I'm so disappointed that I can't use the bottle with the instructions on how to use the medication”
“Caused cramps and diarrhea”
“Wrong description of product”
“Trash”
Common questions
- Is equate profitable to sell on Amazon United States?
- The niche generates $59K/yr across 12 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -2.4%. Flapen's verdict: Skip it (39/100).
- How competitive is the equate niche?
- 8 brands and 136 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in equate?
- Top complaints mined from reviews: Functionality-Overall, Value For Money, Smell. The return rate is 0.0%.
- When does demand for equate peak?
- Demand peaks in Feb–Sep–Oct–Nov; the busiest month runs 9.4× the quietest.
- What does it cost to enter the equate niche?
- Listings span $3.53–$24.97; the average listing price is $14.51 (sweet spot $15–$100). The average incumbent carries 6,824 reviews — the moat a new listing must climb.