Melatonin
Launch itA $25.0M/yr market growing +0.4% this quarter with returns at 0.0% — clears our launch bar.
Market size
Incredible$25.0M$25.0M/yr · 11.8M searches
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible16.9%search→purchase rate — share of searches ending in a sale
Competition
Great40%top-5 click share — an open shelf
Brand share
Good68%top-5 brand share — brands hold most of the demand
Price range
Good$4.51–$28.61cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good$12.55avg listing price — sweet spot $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Okay+0.4%90-day search growth — must beat 0% to launch
Review moat
Bad19,574.69avg incumbent reviews — the moat a new listing must climb
Is melatonin profitable on Amazon?
According to Flapen's Amazon United States niche tracking, melatonin is a $25.0M/yr Amazon United States market (11.8M searches/yr). The top 5 brands hold 68% of demand. Demand peaks in Jul. Verdict: Launch it — 65/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
melatonin market size & sales
Units sold, revenue, conversion and listing quality across the tracked shelf.- Units sold / yr
- 1.0M–1.0M
- avg 50,000–60,000/product
- Revenue / yr
- $12.6M–$12.6M
- units × avg price
- Conversion rate
- 16.9%
- Avg BSR
- #65
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 87%
- Out of stock
- 0.0%
- Avg brand age
- 56 months
- Avg seller age
- 144 days
Competition: brands, sellers & click share
Clicks spread well past the top 5 (40% combined) — an open shelf where new products get seen.Brands
17 falling
Sellers
681
Top-5 brand share
68%
Top 20: 100%
Top-5 click share
40%
Top 20: 77%
Open market
25%
- Natrol31%
- Amazon Basics13%
- OLLY9%
- ZzzQuil7%
- Nature Made7%
- Nature's Bounty7%
melatonin demand & seasonality
Weekly Amazon search volume, last 104 weeks — +0.4% search growth over the last 90 days.Peak months: Jul · busiest ÷ quietest = 1.6×
Top melatonin search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.- melatonin6.0M/yr
- melatonin gummies2.7M/yr
- melatonin 10mg1.5M/yr
- sleep gummies436K/yr
- sleep gummies for adults244K/yr
- melatonina184K/yr
- gomitas para dormir139K/yr
- melatonina 10mg para adultos91K/yr
- melatonin 10 mg60K/yr
- sleeping gummies55K/yr
Top melatonin products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.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
Amazon Basics Melatonin Sleep Support Gummies Strawberry Flavor 5mg 120 Count (Previously Solimo)
Amazon Basics$8.654.6★40,010 rev
Natrol Melatonin 10 mg Gummies Sleep Support for Adults 90 Gummies
Natrol$10.144.6★28,135 rev
Natrol Melatonin 10 mg Gummies Sleep Support for Adults 140 Gummies
Natrol$14.334.7★27,273 rev
ZzzQuil PURE Zzzs Triple Action Melatonin Gummies Melatonin 6mg 3X Melatonin Sleep Aid with Ashwagandha Calm Mood Antioxidant Action Sleep Aids for Adults 60 Sleep Gummies
ZzzQuil$16.354.3★11,069 rev
Natrol Melatonin 10 mg Fast Dissolve Tablets Strawberry 100 Count
Natrol$12.014.6★40,119 rev
Newest
by launch date
Amazon Basics Extra Strength Melatonin Tablets 10 mg 120 Count
Amazon Basics$6.76236 rev
Natrol Melatonin 10 mg Gummies Sleep Support for Adults 190 Count
Natrol$20.03974 rev
OLLY Max Strength Sleep Gummy 10mg Melatonin L-Theanine Chamomile Lemon Balm Sugar Free Vegetarian Sleep Aid Strawberry - 50 Count
OLLY$15.113,164 rev
Vitamatic Melatonin 10 mg Fast Dissolve Tablets Quick-Dissolving Sleep Support Supplement for Adults Vegetarian Non-GMO & Gluten-Free Natural Berry Flavor 365 Tablets
Vitamatic$9.734,943 rev
Lemme Sleep Gummies with 5mg Melatonin 30-Day Supply
Lemme$28.613,984 rev
Trending
90-day click momentumAmazon Basics Extra Strength Melatonin Tablets 10 mg 120 Count
Amazon Basics$6.764.7★
Natures Bounty Melatonin 3mg Quick Dissolve Sleep Aid Supplement Sleep Aids for Adults Cherry Flavor 240 Count (Pack of 1)
Nature's Bounty$8.254.7★
OLLY Sleep Gummies for Adults 3 mg Melatonin Gummies with L-Theanine Sleep Support for Restful Sleep* Non-Habit Forming Sleep Support* Blackberry Zen Gluten Free 70 Count
OLLY$14.794.5★
ZzzQuil PURE Zzzs Triple Action Melatonin Gummies Melatonin 6mg 3X Melatonin Sleep Aid with Ashwagandha Calm Mood Antioxidant Action Sleep Aids for Adults 60 Sleep Gummies
ZzzQuil$16.354.3★
OLLY Max Strength Sleep Gummy 10mg Melatonin L-Theanine Chamomile Lemon Balm Sugar Free Vegetarian Sleep Aid Strawberry - 50 Count
OLLY$15.114.5★
What reviews say buyers love and hate about melatonin
What buyers praise and complain about, mined from review topics.What buyers love
“Good night's sleep”
“Doesnt taste bad”
“The quality is consistent”
“Well effective”
“Very affordable”
“Exactly as advertised”
“Perfect dose for me”
“Good grape flavor”
“* convenient for occasional use”
“Easy to swallow”
What buyers complain about
“doesn't help me sleep”
“DID NOT WORK”
“Awful tasting”
“Warning, the dosage is too high”
“Not Worth The Price”
“Made me sick”
“Poor Quality Control”
“False Information”
“The flavor is very artificial”
“A bit Weak”
Top return reasons
Common melatonin questions
- Is melatonin profitable to sell on Amazon United States?
- The niche generates $25.0M/yr across 45 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +0.4%. Flapen's verdict: Launch it (65/100).
- How competitive is the melatonin niche?
- 17 brands and 681 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 68% of demand.
- What do buyers complain about in melatonin?
- Top complaints mined from reviews: Sleep Quality, Functionality-Overall, Taste-Overall. The return rate is 0.0%.
- When does demand for melatonin peak?
- Demand peaks in Jul; the busiest month runs 1.6× the quietest.
- What does it cost to enter the melatonin niche?
- Listings span $4.51–$28.61; the average listing price is $12.55 (sweet spot $15–$100). The average incumbent carries 19,575 reviews — the moat a new listing must climb.