Is vitamin e serum profitable to sell on Amazon United States?

The niche generates $99K/yr across 12 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -2.6%. Flapen's verdict: Skip it (42/100).

How competitive is the vitamin e serum niche?

11 brands and 36 sellers compete. The top 5 products take 78% of clicks and top 5 brands hold 80% of demand.

What do buyers complain about in vitamin e serum?

Top complaints mined from reviews: Functionality-Overall, Smell, Symptom Reduction. The return rate is 0.7%.

When does demand for vitamin e serum peak?

Demand peaks in Dec; the busiest month runs 3.2× the quietest.

What does it cost to enter the vitamin e serum niche?

Listings span $8.89–$24.77; the average listing price is $15.00 (sweet spot $15–$100). The average incumbent carries 38,381 reviews — the moat a new listing must climb.

vitamin e serum

Skip it

A deep review moat (38,381 avg reviews) — this niche doesn't clear our bar today.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Conversion

Great7.0%

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

Avg price

Great$15.00

avg listing price — sweet spot $15–$100

Price range

Good$8.89–$24.77

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

Brand share

Okay80%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Bad$99K

$99K/yr · 94K searches

Growth

Bad-2.6%

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

Competition

Bad78%

top-5 click share — a locked-up shelf

Review moat

Bad38,380.58

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, vitamin e serum is a $99K/yr Amazon United States market (94K searches/yr). The top 5 brands hold 80% of demand. Demand peaks in Dec. Verdict: Skip it — 42/100.

Data updated Jul 10, 2026 · scored weekly · How we score niches

vitamin e serum market data

Units sold / yr: 6K–8K; avg 500–750/product
Revenue / yr: $90K–$120K; units × avg price
Conversion rate: 7.0%
Avg BSR: #136
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 57 months
Avg seller age: 131 days

Competition & brand share

The top 5 products capture 78% of clicks — a locked-up shelf that new listings rarely crack.

Brands

11 rising

Sellers

Top-5 brand share

80%

Top 20: 100%

Top-5 click share

78%

Top 20: 100%

Open market

16%

PURA D'OR48%
Envy12%
Cliganic8%
ATOANY6%
Seven Minerals6%
TruSkin Naturals4%
Open — no brand owns it (5 brands, 16%)

Demand & seasonality

Weekly Amazon search volume, last 96 weeks — -2.6% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 3.2×

Open Trend

Top vitamin e serum search terms

vitamin e serum37K/yr +4.3%4.0% conv.
vitamin e serum for face21K/yr -3.7%4.8% conv.
pureador vitamin e oil9K/yr -23.7%16.1% conv.
purador oil6K/yr +20.0%2.5% conv.
pura dor vitamin e oil6K/yr +0.9%9.0% conv.
purador vitamin e oil7K/yr -32.7%18.0% conv.
vitamin e face serum4K/yr -3.9%4.2% conv.
pura dor oil4K/yr -4.9%2.1% conv.

All search terms

Top vitamin e serum 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 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

PURA DOR 4 Oz Organic Vitamin E Oil 70 000 IU USDA Certified Ayurvedic Skin Care Face Body w/Argan Jojoba Rosehip Apricot Almond & Avocado Lightweight Moisturizer for Soft Smooth Skin

PURA D'OR$13.924.7★15,141 rev

Envy Vitamin C Serum with Vitamin E & Glycerin - Skin Dark Spot Reduction & Anti-Aging Dermatologist Tested Hydrating Glass Skin Serum - Cruelty-Free for All Skin Types - 1.69 Oz

Envy$10.034.6★700 rev

Cliganic Pure Vitamin E Oil for Skin Scars Hair & Face - 30 000 IU Non-GMO Verified | Natural D-Alpha Tocopherol

Cliganic$9.864.3★22,835 rev

ATOANY Vitamin E Oil 2 Fl Oz - Vitamin E Oil for Skin Face Hair Body - Natural Antioxidant for Dryness Wrinkles Scars & Stretch Marks Moisturizing and Firming Skin

ATOANY$8.894.7★1,374 rev

Seven Minerals Ultra Pure Vitamin E Oil - Full-Spectrum D-Alpha Tocopherol 1 Fl Oz - 100% Organic Vitamin E Oil for Skin Face Hair and Scars - Naturally Occurring = Not Synthetic

Seven Minerals$10.504.6★3,505 rev

Newest

by launch date

CETAPHIL Advanced Defence Serum for Stressed Sensitive Skin with Gallic Acid & Vitamin E AM Face Serum Strengthens Skin Against Daily Stressors Dermatologist Recommended 1 fl oz Dropper Bottle

Cetaphil$18.75106 rev

4mo ago

ATOANY Vitamin E Oil 2 Fl Oz - Vitamin E Oil for Skin Face Hair Body - Natural Antioxidant for Dryness Wrinkles Scars & Stretch Marks Moisturizing and Firming Skin

ATOANY$8.891,374 rev

1y ago

Seven Minerals Ultra Pure Vitamin E Oil - Full-Spectrum D-Alpha Tocopherol 1 Fl Oz - 100% Organic Vitamin E Oil for Skin Face Hair and Scars - Naturally Occurring = Not Synthetic

Seven Minerals$10.503,505 rev

1y ago

EQQUALBERRY Vitamin Illuminating Serum | Niacinamide 4% & TXA | Brightening Vitamin C Serum for Face Glow with Hyaluronic Acid | Dark Spot & Uneven Tone Care | Korean Skincare 1.01 fl oz

EQQUALBERRY$18.0714,555 rev

2y ago

Envy Vitamin C Serum with Vitamin E & Glycerin - Skin Dark Spot Reduction & Anti-Aging Dermatologist Tested Hydrating Glass Skin Serum - Cruelty-Free for All Skin Types - 1.69 Oz

Envy$10.03700 rev

2y ago

What buyers say about vitamin e serum

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

What buyers love

Quality-Overall15%

“The quality of the oil seems great”

Suitability Combination Skin12%

“Good for sensitive skin”

Soft Feel9%

“Silky soft”

Moist/Dry8%

“Good moisturizer”

Brightness/Shine/Glow6%

“has a natural glow”

Value For Money4%

“Great value”

Smell4%

“Fragrance free”

Efficiency3%

“Working well”

Suitability Dry Skin3%

“It removes the dryness and dullness from your skin leaving it vibrant and radiant looking”

Absorbency3%

“Absorbs well”

What buyers complain about

Functionality-Overall18%

“No results”

Smell11%

“Fishy smell”

Symptom Reduction7%

“Absolutely no difference or improvement”

Allergies6%

“Allergic Reaction”

Value For Money5%

“Overpriced”

Skin Health4%

“Skin burning sensation”

Thickness4%

“Its thicker than I expected”

Advertised Vs Actual Product4%

“Not as described”

Adhesion/Stickiness3%

“The reviews say is non sticky, well it is”

Moist/Dry2%

“was having a run of incredibly dry”

Top return reasons

Functionality-Overall16%

Smell13%

Advertised Vs Actual Product11%

Value For Money8%

Leak-Proof4%

Oily/Greasy4%

Texture/Consistency-Overall4%

Size-Overall4%