supplements
Worth a lookShows 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
Competition
Incredible18%top-5 click share — an open shelf
Market size
Great$1.9M$1.9M/yr · 2.6M searches
Avg price
Great$20.21avg listing price — sweet spot $15–$100
Brand share
Great48%top-5 brand share — no brand owns this niche
Price range
Great$4.84–$85.45cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.7%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-8.6%90-day search growth — must beat 0% to launch
Review moat
Bad27,745.66avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, supplements is a $1.9M/yr Amazon United States market (2.6M searches/yr). The top 5 brands hold 48% of demand. Demand peaks in Jan. Verdict: Worth a look — 67/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
supplements market data
- Units sold / yr
- 100K–125K
- avg 750–1,000/product
- Revenue / yr
- $2.0M–$2.5M
- units × avg price
- Conversion rate
- 3.7%
- Avg BSR
- #56
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 91%
- Out of stock
- 0.5%
- Avg brand age
- 63 months
- Avg seller age
- 137 days
Competition & brand share
Clicks spread well past the top 5 (18% combined) — an open shelf where new products get seen.Brands
59 rising
Sellers
889
Top-5 brand share
48%
Top 20: 77%
Top-5 click share
18%
Top 20: 44%
Open market
48%
- Vitafusion23%
- Nature's Bounty9%
- OLLY5%
- Sports Research5%
- Amazon Basics5%
- Nutricost4%
Demand & seasonality
Weekly Amazon search volume, last 78 weeks — -8.6% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 1.6×
Top supplements search terms
- supplements896K/yr
- supplements for men165K/yr
- vitafusion166K/yr
- vitamin gummies160K/yr
- supplement130K/yr
- womens health103K/yr
- mens supplement86K/yr
- fsa vitamins approved88K/yr
- fsa vitamins103K/yr
- fsa eligible vitamins101K/yr
Top supplements 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Vitafusion Multivitamin Gummies | 120 Adult Gummy Vitamins | for Men & Women | Assorted Fruit Flavors | Gluten and Dairy Free Formula
Vitafusion$9.454.7★27,356 rev
Vitafusion Adult Gummy Vitamins for Women 120 Count
Vitafusion$9.374.8★4,972 rev
Amazon Basics Adult Multivitamin Gummies Mixed Berry & Cherry Flavors 150 Count 75-Day Supply Pack of 1 (Previously Solimo)
Amazon Basics$8.784.6★33,130 rev
Sports Research Omega-3 Fish Oil 1250mg from Wild Alaska Pollock 90 Count
Sports Research$26.984.7★61,337 rev
Natures Bounty Magnesium 500 mg Tablets High Potency Magnesium Supplement for Bone & Muscle Health Whole Body Support 200 Count (Pack of 1)
Nature's Bounty$8.744.7★105,290 rev
Newest
by launch date
Bellway Super Fiber + Beauty Fiber Gummies with Biotin Sugar-Free 60 Ct
Bellway$25.56350 rev
STRIVLABS Peak Potential 12-in-1 Testosterone Support for Men Fenugreek Ashwagandha & Tongkat Ali Natural Strength Energy & Muscle Builder 90 Capsules
STRIVLABS$39.84668 rev
Testosterone Booster Gummies Male Enhancing Supplement Add 2 in Enlargement Gummies for Men Male Enhancement Chews Energy Strength Stamina Endurance Performance Natural Blue Berry Chews
Sapir's Nutrition$23.381,994 rev
Vitafusion Adult Gummy Vitamins for Women 120 Count
Vitafusion$9.374,972 rev
Vitafusion Multivitamin Gummies | 120 Adult Gummy Vitamins | for Men & Women | Assorted Fruit Flavors | Gluten and Dairy Free Formula
Vitafusion$9.4527,356 rev
Trending
90-day click momentumTestosterone Booster Gummies Male Enhancing Supplement Add 2 in Enlargement Gummies for Men Male Enhancement Chews Energy Strength Stamina Endurance Performance Natural Blue Berry Chews
Sapir's Nutrition$23.384.1★
Vitafusion Womens Multivitamin Gummy | 150 Adult Gummies | with Vitamins A B C D E | Berry Flavor | Gluten and Dairy Free Supplement
Vitafusion$12.964.6★
STRIVLABS Peak Potential 12-in-1 Testosterone Support for Men Fenugreek Ashwagandha & Tongkat Ali Natural Strength Energy & Muscle Builder 90 Capsules
STRIVLABS$39.844.4★
![NatureWise Extra-Strength Omega 3 Fish Oil Supplement - 1000mg per Serving - 600 EPA & 400 DHA and Vitamin E - Sustainably Sourced Fish Oil - Lemon Flavor - 60 Softgels[1-Month Supply]](https://m.media-amazon.com/images/I/41A8nF92I0L.jpg)
NatureWise Extra-Strength Omega 3 Fish Oil Supplement - 1000mg per Serving - 600 EPA & 400 DHA and Vitamin E - Sustainably Sourced Fish Oil - Lemon Flavor - 60 Softgels[1-Month Supply]
NatureWise$8.494.7★
Sea Moss Black Seed Oil Ashwagandha Ginger Sea Moss Capsule Supplement with Turmeric Burdock Root Bladderwrack Vitamin C Vitamin D3 Enhanced Immunity & Energy Black Seed Oil Capsule 60 Count
HUYEHF$9.664.6★
What buyers say about supplements
What buyers praise and complain about, mined from review topics.What buyers love
“Best quality”
“no funky taste”
“Great tasting vitamin”
“They are affordable”
“Less hair loss”
“AS ADVERTISED”
“WORKS WELL”
“Easy nutrition”
“Great for sleeping”
“Gave me energy”
What buyers complain about
“tasted funny”
“No Results”
“Really expensive”
“Bad Side effects”
“Smells like fish”
“Misleading dosage”
“Most awful vitamins EVER”
“Made me very bloated”
“THEY ARE HUGE”
“Difficult to chew”
Top return reasons
Common questions
- Is supplements profitable to sell on Amazon United States?
- The niche generates $1.9M/yr across 121 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Worth a look (67/100).
- How competitive is the supplements niche?
- 59 brands and 889 sellers compete. The top 5 products take 18% of clicks and top 5 brands hold 48% of demand.
- What do buyers complain about in supplements?
- Top complaints mined from reviews: Taste-Overall, Functionality-Overall, Value For Money. The return rate is 0.0%.
- When does demand for supplements peak?
- Demand peaks in Jan; the busiest month runs 1.6× the quietest.
- What does it cost to enter the supplements niche?
- Listings span $4.84–$85.45; the average listing price is $20.21 (sweet spot $15–$100). The average incumbent carries 27,746 reviews — the moat a new listing must climb.