Is vitamin b12 profitable to sell on Amazon United States?

The niche generates $25.2M/yr across 23 tracked products. 90-day search growth is -1.6%. Flapen's verdict: Worth a look (61/100).

How competitive is the vitamin b12 niche?

15 brands and 126 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 75% of demand.

What do buyers complain about in vitamin b12?

Top complaints mined from reviews: Taste-Overall, Smell, Vitamin. The return rate is 0.0%.

When does demand for vitamin b12 peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the vitamin b12 niche?

Listings span $6.64–$47.51; the average listing price is $15.23 (sweet spot $15–$100). The average incumbent carries 16,175 reviews — the moat a new listing must climb.

vitamin b12

Worth a look

Shows a $25.2M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible$25.2M

$25.2M/yr · 10.6M searches

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible15.6%

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

Price range

Great$6.64–$47.51

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

Avg price

Great$15.23

avg listing price — sweet spot $15–$100

Brand share

Good75%

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

Competition

Okay57%

top-5 click share — leaders hold, buyers still browse

Growth

Bad-1.6%

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

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Review moat

Bad16,175.13

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, vitamin b12 is a $25.2M/yr Amazon United States market (10.6M searches/yr). The top 5 brands hold 75% of demand. Verdict: Worth a look — 61/100.

Data updated Jul 28, 2026 · scored weekly · How we score niches

vitamin b12 market data

Units sold / yr: 1.0M–1.0M; avg 40,000–50,000/product
Revenue / yr: $15.2M–$15.2M; units × avg price
Conversion rate: 15.6%
Avg BSR: #88
Page quality: 0%
Prime: 100%
Sponsored: 83%
Out of stock: 0.0%
Avg brand age: 74 months
Avg seller age: 143 days

Competition & brand share

The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.

Brands

15 falling

Sellers

126

Top-5 brand share

75%

Top 20: 100%

Top-5 click share

57%

Top 20: 96%

Open market

21%

Nature's Bounty31%
Nature Made25%
THORNE7%
Vitamatic6%
Horbäach6%
Pure Encapsulations5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -1.6% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top vitamin b12 search terms

b122.6M/yr -3.3%11.2% conv.
vitamin b122.7M/yr +3.0%10.9% conv.
b12 vitamins1.5M/yr -6.3%11.1% conv.
b12 1000 mcg622K/yr -4.5%17.1% conv.
b12 sublingual445K/yr -2.2%7.4% conv.
vitamin b12 1000 mcg346K/yr -4.5%16.1% conv.
b12 vitamins 5000 mcg346K/yr -6.5%8.7% conv.
b12 methylcobalamin254K/yr -5.1%4.8% conv.
vitamina b12 para mujer244K/yr -8.0%2.7% conv.
vitamina b12175K/yr +6.7%3.3% conv.

All search terms

Top vitamin b12 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 23 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Natures Bounty Vitamin B12 1000 mcg Supplements Supports Energy Metabolism 200 Ct

Nature's Bounty$8.654.7★76,822 rev

Nature Made Vitamin B12 1000 mcg Energy Metabolism Support 150 Softgels

Nature Made$12.754.7★45,305 rev

THORNE - Vitamin B12 - as Methylcobalamin - Supports Heart & Nerve Health Blood Cell Function Restful Sleep & Methylation* - Third-Party Certified - Gluten Dairy & Soy-Free - 60 Capsules

THORNE$23.944.8★3,834 rev

Vitamatic Vitamin B12 1000 mcg Fast Dissolve 365 Tablets Natural Berry Flavor Supports Energy Metabolism & Nervous System Health

Vitamatic$9.854.8★6,963 rev

Horbach B12 Vitamin 5000 mcg | 120 Fast Dissolve Tablets

Horbäach$9.954.7★11,429 rev

Newest

by launch date

WeightWorld B12 Vitamin 5000mcg | 6-Month Supply | B12 Methylcobalamin for Healthy Nervous System & Energy Production (180 Tablets) | Vegetarian B12 Vitamins for Women & Men Non-GMO 1-a-Day

WeightWorld$16.89285 rev

2y ago

Vitamin B12 with Hyaluronic Acid and Collagen - 25000 mcg B12 Complex 60Ct

VITBOOST$19.121,853 rev

2y ago

NatureWise Vitamin B12 1000 mcg - Dietary Supplement for Supporting Energy Metabolism Mental Clarity Nervous System Health - Easy-to-Swallow Soy & Gluten-Free - 60 Softgels[60-Day Supply]

NatureWise$6.644,303 rev

2y ago

USDA Organic Vitamin B12 Sublingual Drops - Methylcobalamin 5000 mcg - 2 Oz

NUTRAHARMONY$19.663,700 rev

2y ago

NUSAVA (2 Pack) Vitamin B12 Liquid Drops with B6 B1 Niacin & Folate B12 Sublingual Vitamin B Complex Methylcobalamin 5000 mcg for Energy Brain & Heart Support Raspberry Flavor 80 Servings

NUSAVA$25.048,208 rev

3y ago

What buyers say about vitamin b12

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

What buyers love

Quality-Overall16%

“Best quality”

Vitamin14%

“Excellent vitamin”

Taste-Overall11%

“Has a berry taste”

Value For Money10%

“They are affordable”

Energy Level8%

“Good Energy”

Advertised Vs Actual Product6%

“Exactly as advertised”

Ease Of Use4%

“Ease of use”

Ease Of Chewing/Swallowing3%

“Easier to swallow”

Efficiency3%

“Effective”

Flavor3%

“Berry flavor”

What buyers complain about

Taste-Overall22%

“DISGUSTING TASTE”

Smell8%

“disgusting smelling”

Vitamin5%

“The worst B-vitamins I have ever taken”

Dosage4%

“recommended dosage is poor”

Solubility4%

“poor to dissolve”

Size-Overall3%

“Pretty small in size”

Functionality-Overall3%

“it just hasn't been working very well”

Flavor3%

“Dont get Raspberry flavor”

Energy Level2%

“Energy level did not change at all”

Value For Money2%

“costs too much”

Top return reasons

Functionality-Overall14%

Taste-Overall12%

Vitamin10%

Leak-Proof9%

Dosage8%

Value For Money7%

Size-Overall6%

Advertised Vs Actual Product5%

Calcium4%

Quality-Overall4%

Common questions

Is vitamin b12 profitable to sell on Amazon United States?: The niche generates $25.2M/yr across 23 tracked products. 90-day search growth is -1.6%. Flapen's verdict: Worth a look (61/100).
How competitive is the vitamin b12 niche?: 15 brands and 126 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 75% of demand.
What do buyers complain about in vitamin b12?: Top complaints mined from reviews: Taste-Overall, Smell, Vitamin. The return rate is 0.0%.
When does demand for vitamin b12 peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the vitamin b12 niche?: Listings span $6.64–$47.51; the average listing price is $15.23 (sweet spot $15–$100). The average incumbent carries 16,175 reviews — the moat a new listing must climb.

vitamin b12

vitamin b12 market data

Competition & brand share

Demand & seasonality

Top vitamin b12 search terms

Top vitamin b12 products on Amazon

Top sellers

Newest

Trending

What buyers say about vitamin b12

What buyers love

What buyers complain about

Top return reasons

Common questions

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