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Vitamin E

Maybe

Shoppers 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
64 / 100
Top 5% of 14,768 Health & Household niches · +15 vs the category median of 49
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.

64Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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

Every tracked product: its share of the shelf, its reviews, and its price.

Sign in to see the products

The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.

Competition

Competition: brands, sellers & click share

The top 5 products take 50% of clicks. Leaders hold, but buyers still shop past 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%

  • Brand 122%
  • Brand 217%
  • Brand 317%
  • Brand 47%
  • Brand 57%
  • Brand 65%

Demand

Vitamin E search demand

Weekly searches over the year, seasonality beneath. Pick a range.

800K600KPrime Day '25Spike '26SepDecMarJunAugNovMarMay

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 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.

19%of positive reviews mention “Quality-Overall”
33%of negative reviews mention “Smell”
0.2%of orders come back
“Awful smell”
A buyer, on “Smell”33% of negative reviews mention the same topic

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

NegativePositive

FAQ

Common Vitamin E questions

Answered from the same tracked data.