---
title: "Equate — $59K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/equate"
last_updated: "2026-08-11T14:07:28.873Z"
locale: en
meta:
description: "Niche score 39/100 · $59K/yr market · 24K searches/yr · $14.51 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 39/100 · $59K/yr market · 24K searches/yr · $14.51 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Equate — $59K/yr Amazon US Niche (2026) - Flapen"
---
# **equate**
**Skip it**
A small market ($59K/yr) — this niche doesn't clear our bar today.
Market size 15Growth 24Conversion 98Competition 15Returns 100Price range 47Avg price 71Brand share 18Review moat 23Quality gap 20
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****17.4%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Good****$14.51**
avg listing price — sweet spot $15–$100
**Price range**
**Okay****$3.53–$24.97**
cheapest 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**
**Bad****6,823.83**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****93%**
top-5 brand share — brand-locked demand
**Market size**
**Bad****$59K**
$59K/yr · 24K searches
**Competition**
**Bad****82%**
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 ~~](https://flapen.com/research/methodology)
## **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.
5K3KSpike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb, Sep, Oct, Nov · busiest ÷ quietest = 9.4×
[**Open Trend **](https://flapen.com/research/us/health-household/equate/trend)
## **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.
0%10%$6K20%$12K30%$18K40%$24K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 12 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Equate - Stool Softener 100 mg 140 Capsules (Compare to Colace) (1)**Equate**$9.34**4.6★1,565 rev](https://www.amazon.com/dp/B004QVIPLK) [2**Maker Explorador Equate Stool Softener Plus Stimulant Laxative Tablets for Constipation 240 Count and Card Gift Private Label**maker explorador**$19.23**4.8★58 rev](https://www.amazon.com/dp/B0DJTYMQ3N) [3**Equate - Stool Softener 100 mg 280 Softgels (Compare to Colace)**Equate**$17.91**4.8★716 rev](https://www.amazon.com/dp/B0170GIUG2) [4**Amazon Basic Care Stool Softener Laxative Docusate Sodium 100 mg Softgels For Constipation Relief 100 Count**Amazon Basic Care**$3.53**4.6★44,407 rev](https://www.amazon.com/dp/B07BHYGRV8) [5**Equate Stool Softener Laxative Softgels 100 mg 400 Count and. Card Gift of Maker Explorador Private Label**maker explorador**$21.25**4.6★47 rev](https://www.amazon.com/dp/B0DJ29LLXX)
**~~View all top sellers →~~**
### **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**$19.91**2 rev5mo ago](https://www.amazon.com/dp/B0GHT5LKSF) [**Stool Softener Plus Stimulant Laxative Tablets for Constipation 120 Ct**Generic**$13.69**63 rev7mo ago](https://www.amazon.com/dp/B0G49WP1FS) [**Maker Explorador Equate Stool Softener Plus Stimulant Laxative Tablets for Constipation 240 Count and Card Gift Private Label**maker explorador**$19.23**58 rev1y ago](https://www.amazon.com/dp/B0DJTYMQ3N) [**Equate Stool Softener Laxative Softgels 100 mg 400 Count and. Card Gift of Maker Explorador Private Label**maker explorador**$21.25**47 rev1y ago](https://www.amazon.com/dp/B0DJ29LLXX) [**Gentle Stool Softener Capsules 100mg 400 Count for Consistent Bowel Aid - Equate + Create Sticker**Create and Bundle**$24.97**43 rev1y ago](https://www.amazon.com/dp/B0DC87XHMN)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$19.91**4.5★**▲ 230%**](https://www.amazon.com/dp/B0GHT5LKSF) [**Stool Softener Plus Stimulant Laxative Tablets for Constipation 120 Ct**Generic**$13.69**4.7★**▲ 160%**](https://www.amazon.com/dp/B0G49WP1FS) [**Maker Explorador Equate Stool Softener Plus Stimulant Laxative Tablets for Constipation 240 Count and Card Gift Private Label**maker explorador**$19.23**4.8★**▲ 46%**](https://www.amazon.com/dp/B0DJTYMQ3N) [**Amazon Basic Care Stool Softener Laxative Docusate Sodium 100 mg Softgels For Constipation Relief 100 Count**Amazon Basic Care**$3.53**4.6★**▲ 24%**](https://www.amazon.com/dp/B07BHYGRV8) [**HealthA2Z Stool Softener Docusate Sodium 100mg Red & White Capsules Dependable & Stimulant-Free Gentle Constipation Relief 400 Counts**HealthA2Z**$10.00**4.7★**▲ 13%**](https://www.amazon.com/dp/B08YP9LWKR)
**~~View all trending →~~**
## **What buyers say about equate**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**22%
*“Great deal”*
**Efficiency**19%
*“It does its job very well”*
**Advertised Vs Actual Product**14%
*“As advertised”*
**Quality-Overall**10%
*“Just as good as the name brand”*
**Soft Feel**5%
*“Very gentle”*
**Ease Of Chewing/Swallowing**4%
*“They are small pill pills so there is no problem with swallowing them”*
**Regulates Digestion**4%
*“Easy on the tummy”*
**Ease Of Use**3%
*“Very easy to use”*
**Acid Regulator/Stomach Ache Relief**2%
*“This item is very relaxed on your stomach”*
**Strength**2%
*“effective and easy to swallow”*
### **What buyers complain about **
**Functionality-Overall**34%
*“Not as effective as I thought”*
**Value For Money**6%
*“could have bought else where for 60% less”*
**Smell**5%
*“Smells like tide laundry detergent”*
**Acid Regulator/Stomach Ache Relief**4%
*“Upset stomach”*
**Dosage**4%
*“Tried taking 2 pills, still nothing”*
**Regulates Digestion**3%
*“its caused SEVERE constipation”*
**Instructions/User Manual/Troubleshooting**3%
*“I'm so disappointed that I can't use the bottle with the instructions on how to use the medication”*
**Side Effects**3%
*“Caused cramps and diarrhea”*
**Advertised Vs Actual Product**2%
*“Wrong description of product”*
**Quality-Overall**2%
*“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.
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