vitamin k2
Worth a lookShows a $9.3M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$9.3M$9.3M/yr · 3.6M searches
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible13.7%search→purchase rate — share of searches ending in a sale
Avg price
Great$18.85avg listing price — sweet spot $15–$100
Price range
Great$4.62–$88.69cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Good60%top-5 brand share — brands hold most of the demand
Competition
Good43%top-5 click share — leaders hold, buyers still browse
Review moat
Bad7,339.11avg incumbent reviews — the moat a new listing must climb
Growth
Bad-9.8%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 k2 is a $9.3M/yr Amazon United States market (3.6M searches/yr). The top 5 brands hold 60% of demand. Verdict: Worth a look — 67/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
vitamin k2 market data
- Units sold / yr
- 500K–600K
- avg 12,500–15,000/product
- Revenue / yr
- $9.4M–$11.3M
- units × avg price
- Conversion rate
- 13.7%
- Avg BSR
- #211
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 94%
- Out of stock
- 0.0%
- Avg brand age
- 61 months
- Avg seller age
- 146 days
Competition & brand share
The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.Brands
21 falling
Sellers
614
Top-5 brand share
60%
Top 20: 99%
Top-5 click share
43%
Top 20: 84%
Open market
33%
- Nature Made16%
- NOW Foods13%
- Bronson13%
- Nutricost12%
- Sports Research7%
- Life Extension7%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -9.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top vitamin k2 search terms
- vitamin k21.0M/yr
- k2 vitamin supplement708K/yr
- vitamin k498K/yr
- vitamin k2 mk7184K/yr
- k2 mk7119K/yr
- mk7 vitamin k286K/yr
- vit k251K/yr
- mk755K/yr
- k2 mk7 vitamin supplement55K/yr
- vitamin k2 mk-737K/yr
Top vitamin k2 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
Nature Made Vitamin K2 100 mcg 30 Softgels
Nature Made$13.824.7★5,254 rev
Nutricost Vitamin K2 MK-7 100 mcg 240 Softgels Gluten Free GMO-Free
Nutricost$17.484.7★6,266 rev
NOW Foods Supplements Vitamin K-2 100 mcg Menaquinone-4 (MK-4) Supports Bone Health* 100 Veg Capsules
NOW Foods$9.704.7★11,386 rev
Bronson Vitamin K2 MK-7 100 MCG K2 as MK7 Menaquinone Bone Support Non-GMO 120 Tablets
Bronson$9.954.7★4,012 rev
Sports Research Vitamin K2 as MK-7 100mcg 60 Count Plantgels
Sports Research$17.154.7★13,869 rev
Newest
by launch date
Carlyle Vitamin K2 Supplement 100 mcg | K2 MK-4 | 240 Capsules
Carlyle$10.001,269 rev
Carlyle Vitamin K2 MK7 100 mcg | 150 Softgels | Bioactive Trans-Form MK7
Carlyle$8.251,314 rev
Pure Encapsulations Vitamin D3 & K2 - Bone & Vascular Health Support - Immune Function* - Gluten Free - Non-GMO - 120 Capsules
Pure Encapsulations$34.055,033 rev
Bronson Vitamin K2 MK-7 100 MCG K2 as MK7 Menaquinone Bone Support Non-GMO 120 Tablets
Bronson$9.954,012 rev
BulkSupplements.com Vitamin K2 Softgels - Vitamin K2 MK7 Vitamin Supplements - Gluten Free 1 Softgel per Serving 365 Count (Pack of 1)
BulkSupplements$19.29841 rev
Trending
90-day click momentum
K2 Skate Kinetic 80 M Color: Black/Gray Size: 8.5 (I220200701085)
K2$88.694.4★
Life Extension Mega Vitamin K2 High Potency for Strong Bones clinically Studied 45 mg K2 Dosage Promotes Healthy Bone Density Gluten-Free Non-GMO 30 Capsules
Life Extension$25.464.7★
Nature Made Vitamin D3 K2 Supplement 30 Softgels
Nature Made$12.494.7★
Pure Encapsulations Vitamin D3 & K2 - Bone & Vascular Health Support - Immune Function* - Gluten Free - Non-GMO - 120 Capsules
Pure Encapsulations$34.054.8★
Bronson Vitamin K Triple Play (Vitamin K2 MK7 / Vitamin K2 MK4 / Vitamin K1) Full Spectrum Complex Vitamin K Supplement 90 Capsules
Bronson$9.924.7★
What buyers say about vitamin k2
What buyers praise and complain about, mined from review topics.What buyers love
“Trusted Quality Brand”
“Healthy vitamins”
“Great deal”
“Easy Swallow, Mood Lifter”
“It is everything as advertised”
“Helps with calcium absorption”
“Works well”
“Easy use”
“Good Supplement”
“Very beneficial for heart health”
What buyers complain about
“Vitamins were bad”
“Low dose is harder to find”
“Not worth it”
“Small capsule size”
“Need better quality control”
“Bad Side Effects”
“Can cause allergic reaction”
“Misleading size”
“there was a strong off-putting odor”
“This particular formula is not easy to find as a single ingredient”
Top return reasons
Common questions
- Is vitamin k2 profitable to sell on Amazon United States?
- The niche generates $9.3M/yr across 36 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -9.8%. Flapen's verdict: Worth a look (67/100).
- How competitive is the vitamin k2 niche?
- 21 brands and 614 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 60% of demand.
- What do buyers complain about in vitamin k2?
- Top complaints mined from reviews: Vitamin, Dosage, Value For Money. The return rate is 0.0%.
- When does demand for vitamin k2 peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the vitamin k2 niche?
- Listings span $4.62–$88.69; the average listing price is $18.85 (sweet spot $15–$100). The average incumbent carries 7,339 reviews — the moat a new listing must climb.