vitamin e
Worth a lookShows a $8.0M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$8.0M$8.0M/yr · 3.4M searches
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Incredible12.4%search→purchase rate — share of searches ending in a sale
Avg price
Great$18.87avg listing price — sweet spot $15–$100
Price range
Great$7.40–$67.48cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Brand share
Good70%top-5 brand share — brands hold most of the demand
Review moat
Bad7,075.14avg incumbent reviews — the moat a new listing must climb
Growth
Bad-7.4%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United States niche tracking, vitamin e is a $8.0M/yr Amazon United States market (3.4M searches/yr). The top 5 brands hold 70% of demand. Demand peaks in Mar–Apr–May–Jun–Jul. Verdict: Worth a look — 64/100.
Data updated Aug 5, 2026 · scored weekly · How we score niches
vitamin e market data
- Units sold / yr
- 400K–500K
- avg 10,000–12,500/product
- Revenue / yr
- $7.5M–$9.4M
- units × avg price
- Conversion rate
- 12.4%
- Avg BSR
- #218
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 90%
- Out of stock
- 1.7%
- Avg brand age
- 82 months
- Avg seller age
- 143 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
19 falling
Sellers
209
Top-5 brand share
70%
Top 20: 100%
Top-5 click share
50%
Top 20: 91%
Open market
25%
- Nature Made22%
- Nature's Bounty17%
- NatureWise17%
- NatureBell7%
- Solgar7%
- Nutricost5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -7.4% search growth over the last 90 days.Peak months: Mar, Apr, May, Jun, Jul · busiest ÷ quietest = 7.0×
Top vitamin e search terms
- 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
Top vitamin e 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
Natures Bounty Vitamin E 1000 IU Softgels 60 Count
Nature's Bounty$10.954.7★15,204 rev
Nature Made Vitamin E 180 mg (400 IU) dl-Alpha 180 Softgels
Nature Made$13.324.8★37,435 rev
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
NatureWise$7.404.7★6,895 rev
Nature Made Vitamin E 180 mg (400 IU) dl-Alpha 300 Softgels
Nature Made$18.634.8★37,435 rev
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
NatureWise$9.164.7★6,895 rev
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*
Micro Ingredients$16.18358 rev
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
NatureWise$13.90809 rev
NatureBell Vitamin E Oil Softgels 400iu Per Serving 400 Pills | Essential Antioxidant Supplements Easily Absorbed Form Supports Skin Heart & Immune Health Non-GMO
NatureBell$16.861,099 rev
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
NatureWise$7.406,895 rev
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
NatureWise$9.166,895 rev
Trending
90-day click momentum
Pure Encapsulations Vitamin E (with Mixed Tocopherols) - Antioxidant Protection & Cellular Function* - Contains Mixed Tocopherols - Non-GMO - 90 Softgel Capsules
Pure Encapsulations$37.214.7★
Pure Encapsulations Vitamin E (with Mixed Tocopherols) - Antioxidant Protection & Cellular Function* - Contains Mixed Tocopherols - Non-GMO - 180 Softgel Capsules
Pure Encapsulations$67.484.7★
NOW Supplements Vitamin E-400 IU Mixed Tocopherols Antioxidant Protection* 100 Softgels
NOW Foods$12.554.7★
50 Evion Capsules Vitamin E For Glowing Face Strong Hair Acne Nails Glowing Skin 400mg
Evion$7.904.4★
Natures Bounty Vitamin E 1000 IU Softgels 60 Count
Nature's Bounty$10.954.7★
What buyers say about vitamin e
What buyers praise and complain about, mined from review topics.What buyers love
“The quality of the oil seems great”
“Great vitamin”
“Best price”
“As advertised”
“Swallow”
“Works great on skin”
“have no strange smell”
“Makes my skin feel hydrated and smooth”
“Ease of use”
“effective for my use”
What buyers complain about
“Awful smell”
“Not as thick as capsules”
“which is why Im lacking vitamins”
“Very oily”
“Very sticky liquid”
“Differing dosage information on package”
“they are small capsules”
“The dropper did not work”
“no good to use”
“Deceptive advertising”
Top return reasons
Common questions
- Is vitamin e profitable to sell on Amazon United States?
- The niche generates $8.0M/yr across 29 tracked products. 90-day search growth is -7.4%. Flapen's verdict: Worth a look (64/100).
- How competitive is the vitamin e niche?
- 19 brands and 209 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 70% of demand.
- What do buyers complain about in vitamin e?
- Top complaints mined from reviews: Smell, Thickness, Vitamin. The return rate is 0.2%.
- When does demand for vitamin e peak?
- Demand peaks in Mar–Apr–May–Jun–Jul; the busiest month runs 7.0× the quietest.
- What does it cost to enter the vitamin e niche?
- Listings span $7.40–$67.48; the average listing price is $18.87 (sweet spot $15–$100). The average incumbent carries 7,075 reviews — the moat a new listing must climb.