Is st johns wort profitable to sell on Amazon United States?

The niche generates $1.4M/yr across 19 tracked products. 90-day search growth is -13.5%. Flapen's verdict: Worth a look (57/100).

How competitive is the st johns wort niche?

18 brands and 39 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 73% of demand.

What do buyers complain about in st johns wort?

Top complaints mined from reviews: Functionality-Overall, Side Effects, Stress/Anxiety. The return rate is 0.0%.

When does demand for st johns wort peak?

Demand peaks in Aug–Sep–Oct; the busiest month runs 2.0× the quietest.

What does it cost to enter the st johns wort niche?

Listings span $8.42–$30.22; the average listing price is $16.75 (sweet spot $15–$100). The average incumbent carries 2,534 reviews — the moat a new listing must climb.

st johns wort

Worth a look

Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible12.6%

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

Market size

Great$1.4M

$1.4M/yr · 672K searches

Avg price

Great$16.75

avg listing price — sweet spot $15–$100

Price range

Good$8.42–$30.22

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

Brand share

Good73%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay2,534.42

avg incumbent reviews — the moat a new listing must climb

Competition

Bad72%

top-5 click share — a locked-up shelf

Growth

Bad-13.5%

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

According to Flapen's Amazon United States niche tracking, st johns wort is a $1.4M/yr Amazon United States market (672K searches/yr). The top 5 brands hold 73% of demand. Demand peaks in Aug–Sep–Oct. Verdict: Worth a look — 57/100.

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

st johns wort market data

Units sold / yr: 60K–80K; avg 3,000–4,000/product
Revenue / yr: $1.0M–$1.3M; units × avg price
Conversion rate: 12.6%
Avg BSR: #49
Page quality: 0%
Prime: 100%
Sponsored: 68%
Out of stock: 1.2%
Avg brand age: 78 months
Avg seller age: 166 days

Competition & brand share

The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.

Brands

18 rising

Sellers

Top-5 brand share

73%

Top 20: 100%

Top-5 click share

72%

Top 20: 100%

Open market

23%

Nature's Way25%
Nature's Bounty22%
Zazzee12%
Nutricost10%
Horbäach5%
Toniiq3%

Demand & seasonality

Weekly Amazon search volume, last 101 weeks — -13.5% search growth over the last 90 days.

Peak months: Aug, Sep, Oct · busiest ÷ quietest = 2.0×

Open Trend

Top st johns wort search terms

st johns wort345K/yr -15.4%11.7% conv.
st johns wort capsules94K/yr +1.9%12.9% conv.
st. johns wort73K/yr -6.5%10.8% conv.
saint johns wort55K/yr -7.7%8.1% conv.
st john wort17K/yr +7.3%6.1% conv.
st johns wort organic8K/yr +9.4%1.7% conv.
st johns7K/yr -44.0%3.6% conv.
st johns wart8K/yr -34.6%10.5% conv.
st johns wort supplement7K/yr -35.1%6.4% conv.
st.johns wort5K/yr -16.0%7.0% conv.

All search terms

Top st johns wort 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 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Natures Way St. Johns Wort Capsules Herbal Supplement Promotes a Positive Outlook* 700 mg per 2-Capsule Serving Non-GMO Project Verified Vegan 180 Capsules

Nature's Way$13.614.6★5,863 rev

Natures Bounty St. Johns Wort 300mg Capsules Herbal Health Supplement Promotes a Positive Mood 100 Capsules

Nature's Bounty$9.914.6★9,917 rev

Zazzee Extra Strength St. Johns Wort 20:1 Extract 0.3% Hypericin 150 Vegan Capsules 5 Month Supply Hypericum Perforatum Mood & Emotional Wellness Support Herbal Supplement Non-GMO Made in USA

Zazzee$23.844.6★651 rev

Nutricost St Johns Wort Capsules (500mg) 120 Capsules Gluten Free

Nutricost$11.814.7★1,119 rev

Toniiq 1 000mg Ultra High Strength St. Johns Wort Capsules (Non-GMO) - 4X Concentrated Extract - 0.3% Hypericin - Highly Purified and Bioavailable - 120 Capsules

Toniiq$19.574.5★3,488 rev

Newest

by launch date

FITO MEDICS St. Johns Wort | St. Johns Wort Leaf Capsules | 300 Capsules | Concentrated Extract | Highly Absorbable Herbal Supplement

FITO MEDIC'S$10.0535 rev

1y ago

Clean Nutraceuticals Saffron Supplements Extract 100mg + Ashwagandha L-Theanine 200mg - Mood Support Ginkgo Biloba St. Johns Wort Rhodiola Rosea & 5-HTP Capsules Pills Men Women

Clean Nutraceuticals$24.64737 rev

2y ago

St Johns Wort Capsules - Powerful & Potent Saint Johns Wort Extract & Whole Herb Complex Standardized to 900mcg Hypericin for Balancing Daily Mood Support - Vegan Non-GMO & Lab Verified (60 Caps)

Healths Harmony$13.704,469 rev

2y ago

Horbach St Johns Wort Capsules 300mg | 120 Count | Non-GMO Gluten Free

Horbäach$8.42485 rev

3y ago

Zazzee Extra Strength St. Johns Wort 20:1 Extract 0.3% Hypericin 150 Vegan Capsules 5 Month Supply Hypericum Perforatum Mood & Emotional Wellness Support Herbal Supplement Non-GMO Made in USA

Zazzee$23.84651 rev

3y ago

What buyers say about st johns wort

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

What buyers love

Quality-Overall18%

“Excellent product”

Stress/Anxiety14%

“Helps with stress”

Focus Enhancement8%

“Stabilizes mood”

Value For Money5%

“Good price for sz”

Efficiency4%

“Very effective”

Sleep Quality4%

“I got a good night sleep”

Advertised Vs Actual Product4%

“as described”

Soothing Effect4%

“Calms my mind and body”

Vitamin4%

“Awesome supplements”

Side Effects4%

“I never have to question that I will get the desired effect, a nice mood boost, every time”

What buyers complain about

Functionality-Overall18%

“It hasn't been effective”

Side Effects15%

“I ended up with the worst heartburn I have ever experienced”

Stress/Anxiety10%

“anxiety levels are higher when i go to the dentist”

Dosage4%

“Every time I took it I started throwing up within 30 minutes”

Advertised Vs Actual Product4%

“Not what was advertised”

Allergies3%

“Allergic to this preparation”

Strength3%

“Too strong”

Focus Enhancement3%

“I also began to have issues with focusing my eyes on the screen at work throughout my long, screen-dependent working hours”

Ingredients-Overall3%

“It turned out that it is not safe to have this combination of herbs together”

Quality-Overall3%

“Disappointing Quality for St. Johns Wort Tincture Making”

Top return reasons

Ingredients-Overall100%

Common questions

Is st johns wort profitable to sell on Amazon United States?: The niche generates $1.4M/yr across 19 tracked products. 90-day search growth is -13.5%. Flapen's verdict: Worth a look (57/100).
How competitive is the st johns wort niche?: 18 brands and 39 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 73% of demand.
What do buyers complain about in st johns wort?: Top complaints mined from reviews: Functionality-Overall, Side Effects, Stress/Anxiety. The return rate is 0.0%.
When does demand for st johns wort peak?: Demand peaks in Aug–Sep–Oct; the busiest month runs 2.0× the quietest.
What does it cost to enter the st johns wort niche?: Listings span $8.42–$30.22; the average listing price is $16.75 (sweet spot $15–$100). The average incumbent carries 2,534 reviews — the moat a new listing must climb.