Vitamin E
MaybeShoppers spend an estimated $8.0M a year here. But the products selling today already average 4.7★, so Vitamin E is a Maybe.
- Flapen Score
- 64 / 100Top 5% of 14,768 Health & Household niches · +15 vs the category median of 4964
- Market size
- $8.0M/yr3.4M searches / yr
- 90-day growth
- -7.4%search demand this quarter
- Competition
- 50%top-5 click share · 19 brands · 209 sellers
Flapen Score
Vitamin E against its category
The dotted line is the Health & Household average. Past it, Vitamin E is stronger. Inside it, weaker.
Market
The Vitamin E market on Amazon at a glance
Shoppers on Amazon United States searched for Vitamin E 3.4M times last year and spent an estimated $8.0M. The top 5 brands take 70% of clicks. Demand peaks in Mar–Apr–May–Jun–Jul. Flapen scores it 64 out of 100, a Maybe.
01 · Demand
An estimated 12.4% of those searches ended in a purchase.
Shoppers searched for this 3.4M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 12.4% of those searches ended in a purchase. Searches in the last 90 days moved -7.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated $8.0M a year.
- Searches, last 12 months
- 3.4M
- Growth, 90 days vs prior 90
- -7.4%
- Conversion, latest week
- 12.4%
- Market size, estimated
- $8.0Ma year
- Peak month
- May7.0× the quietest month
- Top search term
- vitamin e1.8M searches a year
02 · Price
A sale here is worth $18.87.
Listings sell for $18.87 on average, from $7.40 to $67.48. Amazon reports units sold in ranges. This niche sold 400K to 500K a year. The average listing sells 10,000 to 12,500 of them. At $18.87 that is $189K to $236K a year per listing.
- Average price
- $18.87inside the $15 to $100 sweet spot
- Price range
- $7.40–$67.48
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 400K–500K
- Units per listing a year
- 10,000–12,500
- Revenue per listing a year
- $189K–$236K
- Returns
- 0.2%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
90% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 1.7% of listings are out of stock. The average listing ranks #218 within Vitamin E. It carries 7,075 reviews at 4.71 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 90%
- Prime listings
- 100%
- Out of stock, average day
- 1.7%
- Average rank
- #218in Vitamin E
- Average rating
- 4.71 starsAmazon United States average 4.42 stars
- Average reviews
- 7,075per listing
- Listings tracked
- 29
04 · Newcomers
Brands here are established.
The brands on the shelf have sold for 82 months on average, so the names here are established.
- Launched, last 12 months
- 0
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 82 months
Products
Top Vitamin E products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Aug 5, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Natures Bounty Vitamin E 1000 IU Softgels 60 Count
- Price
- $10.95
- Rating
- 4.7/5
- Reviews
- 15,204
- Age
- 16y ago

Nature Made Vitamin E 180 mg (400 IU) dl-Alpha 180 Softgels
- Price
- $13.32
- Rating
- 4.8/5
- Reviews
- 37,435
- Age
- 18y ago

NatureWise Vitamin E 400 IU Softgels (180mg DL-Alpha) - Dairy Gluten and Soy Free Non-GMO Antioxidant Dietary Supplement for Skin Heart Eye and Immune Health Support - 2-Month Supply 60 Count
- Price
- $7.40
- Rating
- 4.7/5
- Reviews
- 6,895
- Age
- 2y ago

Nature Made Vitamin E 180 mg (400 IU) dl-Alpha 300 Softgels
- Price
- $18.63
- Rating
- 4.8/5
- Reviews
- 37,435
- Age
- 27y ago

NatureWise Vitamin E 400 IU Softgels (180mg DL-Alpha) - Dairy Gluten & Soy Free - Non-GMO Antioxidant-Rich Dietary Supplement for Skin Heart and Immune Health Support - 4-Month Supply 120 Count
- Price
- $9.16
- Rating
- 4.7/5
- Reviews
- 6,895
- Age
- 2y ago
Trending
estimated 90-day click momentum
Pure Encapsulations Vitamin E (with Mixed Tocopherols) - Antioxidant Protection & Cellular Function* - Contains Mixed Tocopherols - Non-GMO - 90 Softgel Capsules
- Price
- $37.21
- Rating
- 4.7/5
- Reviews
- 1,054
- Age
- 16y ago

Pure Encapsulations Vitamin E (with Mixed Tocopherols) - Antioxidant Protection & Cellular Function* - Contains Mixed Tocopherols - Non-GMO - 180 Softgel Capsules
- Price
- $67.48
- Rating
- 4.7/5
- Reviews
- 1,054
- Age
- 18y ago

NOW Supplements Vitamin E-400 IU Mixed Tocopherols Antioxidant Protection* 100 Softgels
- Price
- $12.55
- Rating
- 4.7/5
- Reviews
- 2,402
- Age
- 20y ago

50 Evion Capsules Vitamin E For Glowing Face Strong Hair Acne Nails Glowing Skin 400mg
- Price
- $7.90
- Rating
- 4.4/5
- Reviews
- 2,837
- Age
- 10y ago

Natures Bounty Vitamin E 1000 IU Softgels 60 Count
- Price
- $10.95
- Rating
- 4.7/5
- Reviews
- 15,204
- Age
- 16y ago
Newest
by launch date
Micro Ingredients Vitamin E 400IU 300 Softgels | Pure Vitamin E Oil Pills | Antioxidant Supplements for Skin Face Heart & Immune Health | Non-GMO Gluten Free*
- Price
- $16.18
- Rating
- 4.7/5
- Reviews
- 358
- Age
- 1y ago

NatureWise Vitamin E 1000 IU Softgels (450mg dL-Alpha) - Vegan Gluten-Free Soy-Free Non-GMO Antioxidant Dietary Supplement for Skin Heart Eye and Immune Health Support - 60-Day Supply 120 Count
- Price
- $13.90
- Rating
- 4.8/5
- Reviews
- 809
- Age
- 1y ago

NatureBell Vitamin E Oil Softgels 400iu Per Serving 400 Pills | Essential Antioxidant Supplements Easily Absorbed Form Supports Skin Heart & Immune Health Non-GMO
- Price
- $16.86
- Rating
- 4.8/5
- Reviews
- 1,099
- Age
- 2y ago

NatureWise Vitamin E 400 IU Softgels (180mg DL-Alpha) - Dairy Gluten and Soy Free Non-GMO Antioxidant Dietary Supplement for Skin Heart Eye and Immune Health Support - 2-Month Supply 60 Count
- Price
- $7.40
- Rating
- 4.7/5
- Reviews
- 6,895
- Age
- 2y ago

NatureWise Vitamin E 400 IU Softgels (180mg DL-Alpha) - Dairy Gluten & Soy Free - Non-GMO Antioxidant-Rich Dietary Supplement for Skin Heart and Immune Health Support - 4-Month Supply 120 Count
- Price
- $9.16
- Rating
- 4.7/5
- Reviews
- 6,895
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 50% of clicks. Leaders hold, but buyers still shop past them.
Brands
19 falling
Sellers
209
Est. top-5 brand share
70%
Top 20: 100%
Est. top-5 click share
50%
Top 20: 91%
Open market
25%
- Nature Made22%
- Nature's Bounty17%
- NatureWise17%
- NatureBell7%
- Solgar7%
- Nutricost5%
Demand
Vitamin E search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Mar, Apr, May, Jun, Jul · busiest ÷ quietest = 7.0×
Search terms
Top Vitamin E search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- vitamin e1.8M/yr
- vitamin e capsules380K/yr
- vitamina e317K/yr
- vitamina e 1000mg para mujer220K/yr
- vitamin e 400 iu108K/yr
- vitamin e 1000 iu softgels123K/yr
- vit e99K/yr
- vitamina e 1000mg40K/yr
- vitamin e 400 iu softgels28K/yr
- vit e 400 iu softgels31K/yr
Reviews and returns
What reviews say buyers love and hate about Vitamin E
We read the reviews and the return reasons for every product selling here.
“Awful smell”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
19 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Vitamin E questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









