---
title: "Supplements — $1.9M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/supplements"
last_updated: "2026-08-06T19:46:04.985Z"
locale: en
meta:
description: "Niche score 67/100 · $1.9M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 67/100 · $1.9M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Supplements — $1.9M/yr Amazon US Niche (2026) - Flapen"
---
# **supplements**
**Worth a look**
Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 94Growth 21Conversion 46Competition 96Returns 100Price range 85Avg price 88Brand share 87Review moat 12Quality gap 30
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Competition**
**Incredible****18%**
top-5 click share — an open shelf
**Market size**
**Great****$1.9M**
$1.9M/yr · 2.6M searches
**Avg price**
**Great****$20.21**
avg listing price — sweet spot $15–$100
**Brand share**
**Great****48%**
top-5 brand share — no brand owns this niche
**Price range**
**Great****$4.84–$85.45**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Okay****3.7%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-8.6%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****27,745.66**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
90K70KPrime Day '25Spike '25Spike '26 seasonFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJunJul
Peak months: Jan · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/health-household/supplements/trend)
## **Top supplements search terms**
- **supplements**896K/yr-2.2%1.1% conv. - **supplements for men**165K/yr-2.7%1.7% conv. - **vitafusion**166K/yr-4.9%9.1% conv. - **vitamin gummies**160K/yr-10.3%5.6% conv. - **supplement**130K/yr+6.2%0.3% conv. - **womens health**103K/yr-8.0%0.3% conv. - **mens supplement**86K/yr+0.5%1.8% conv. - **fsa vitamins approved**88K/yr-23.6%1.4% conv. - **fsa vitamins**103K/yr-33.0%2.3% conv. - **fsa eligible vitamins**101K/yr-31.4%1.4% conv. [**All search terms **](https://flapen.com/research/us/health-household/supplements/search-terms)
## **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.
0%2%$39K4%$78K6%$117K8%$155K1001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Vitafusion Multivitamin Gummies | 120 Adult Gummy Vitamins | for Men & Women | Assorted Fruit Flavors | Gluten and Dairy Free Formula**Vitafusion**$9.45**4.7★27,356 rev](https://www.amazon.com/dp/B01J4TT210) [2**Vitafusion Adult Gummy Vitamins for Women 120 Count**Vitafusion**$9.37**4.8★4,972 rev](https://www.amazon.com/dp/B0DR8KDZDS) [3**Amazon Basics Adult Multivitamin Gummies Mixed Berry & Cherry Flavors 150 Count 75-Day Supply Pack of 1 (Previously Solimo)**Amazon Basics**$8.78**4.6★33,130 rev](https://www.amazon.com/dp/B07JGW2JKF) [4**Sports Research Omega-3 Fish Oil 1250mg from Wild Alaska Pollock 90 Count**Sports Research**$26.98**4.7★61,337 rev](https://www.amazon.com/dp/B07DX89ZHN) [5**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**$8.74**4.7★105,290 rev](https://www.amazon.com/dp/B00H5PJ0HW)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Bellway Super Fiber + Beauty Fiber Gummies with Biotin Sugar-Free 60 Ct**Bellway**$25.56**350 rev11mo ago](https://www.amazon.com/dp/B0FKQBFB2F) [**STRIVLABS Peak Potential 12-in-1 Testosterone Support for Men Fenugreek Ashwagandha & Tongkat Ali Natural Strength Energy & Muscle Builder 90 Capsules**STRIVLABS**$39.84**668 rev1y ago](https://www.amazon.com/dp/B0DQVRW3T6) [**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**$23.38**1,994 rev1y ago](https://www.amazon.com/dp/B0D9VMFRM2) [**Vitafusion Adult Gummy Vitamins for Women 120 Count**Vitafusion**$9.37**4,972 rev1y ago](https://www.amazon.com/dp/B0DR8KDZDS) [**Vitafusion Multivitamin Gummies | 120 Adult Gummy Vitamins | for Men & Women | Assorted Fruit Flavors | Gluten and Dairy Free Formula**Vitafusion**$9.45**27,356 rev1y ago](https://www.amazon.com/dp/B01J4TT210)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$23.38**4.1★**▲ 256%**](https://www.amazon.com/dp/B0D9VMFRM2) [**Vitafusion Womens Multivitamin Gummy | 150 Adult Gummies | with Vitamins A B C D E | Berry Flavor | Gluten and Dairy Free Supplement**Vitafusion**$12.96**4.6★**▲ 202%**](https://www.amazon.com/dp/B007L0DPE0) [**STRIVLABS Peak Potential 12-in-1 Testosterone Support for Men Fenugreek Ashwagandha & Tongkat Ali Natural Strength Energy & Muscle Builder 90 Capsules**STRIVLABS**$39.84**4.4★**▲ 165%**](https://www.amazon.com/dp/B0DQVRW3T6) [![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**$8.49**4.7★**▲ 92%**](https://www.amazon.com/dp/B0C5F59RWG) [**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**$9.66**4.6★**▲ 73%**](https://www.amazon.com/dp/B0DR18Q7W8)
**~~View all trending →~~**
## **What buyers say about supplements**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**14%
*“Best quality”*
**Taste-Overall**13%
*“no funky taste”*
**Vitamin**9%
*“Great tasting vitamin”*
**Value For Money**6%
*“They are affordable”*
**Hair Growth**4%
*“Less hair loss”*
**Advertised Vs Actual Product**4%
*“AS ADVERTISED”*
**Efficiency**4%
*“WORKS WELL”*
**Nutritional Content**3%
*“Easy nutrition”*
**Sleep Quality**3%
*“Great for sleeping”*
**Energy Level**3%
*“Gave me energy”*
### **What buyers complain about **
**Taste-Overall**10%
*“tasted funny”*
**Functionality-Overall**7%
*“No Results”*
**Value For Money**7%
*“Really expensive”*
**Side Effects**4%
*“Bad Side effects”*
**Smell**4%
*“Smells like fish”*
**Dosage**3%
*“Misleading dosage”*
**Vitamin**3%
*“Most awful vitamins EVER”*
**Acid Regulator/Stomach Ache Relief**3%
*“Made me very bloated”*
**Size-Overall**2%
*“THEY ARE HUGE”*
**Ease Of Chewing/Swallowing**2%
*“Difficult to chew”*
### **Top return reasons **
**Value For Money**18%
**Functionality-Overall**17%
**Advertised Vs Actual Product**11%
**Side Effects**9%
**Smell**6%
**Size-Overall**5%
**Defective Material/Parts**3%
**Damage/Burn Hair**3%
**Certifications**3%
**Product Condition**2%
## **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.
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