---
title: "Vitamin K2 — $9.3M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/vitamin-k2"
last_updated: "2026-08-10T04:06:03.566Z"
locale: en
meta:
description: "Niche score 67/100 · $9.3M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 67/100 · $9.3M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Vitamin K2 — $9.3M/yr Amazon US Niche (2026) - Flapen"
---
# **vitamin k2**
**Worth a look**
Shows a $9.3M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 20Conversion 96Competition 71Returns 100Price range 85Avg price 85Brand share 74Review moat 23Quality gap 19
**Market size**
**Incredible****$9.3M**
$9.3M/yr · 3.6M searches
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****13.7%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****$18.85**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$4.62–$88.69**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Good****60%**
top-5 brand share — brands hold most of the demand
**Competition**
**Good****43%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Bad****7,339.11**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-9.8%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=us&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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.
80K60KHoliday '24Spike '25Prime Day '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/us/health-household/vitamin-k2/trend)
## **Top vitamin k2 search terms**
- **vitamin k2**1.0M/yr-12.2%12.3% conv. - **k2 vitamin supplement**708K/yr-13.9%13.7% conv. - **vitamin k**498K/yr-4.1%12.0% conv. - **vitamin k2 mk7**184K/yr-20.6%11.5% conv. - **k2 mk7**119K/yr-7.8%10.3% conv. - **mk7 vitamin k2**86K/yr-1.7%12.3% conv. - **vit k2**51K/yr+10.3%11.5% conv. - **mk7**55K/yr-8.0%7.6% conv. - **k2 mk7 vitamin supplement**55K/yr-29.3%11.2% conv. - **vitamin k2 mk-7**37K/yr+28.2%10.8% conv. [**All search terms **](https://flapen.com/research/us/health-household/vitamin-k2/search-terms)
## **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.
0%4%$373K8%$747K12%$1.1M16%$1.5M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Nature Made Vitamin K2 100 mcg 30 Softgels**Nature Made**$13.82**4.7★5,254 rev](https://www.amazon.com/dp/B00CEYD5GG) [2**Nutricost Vitamin K2 MK-7 100 mcg 240 Softgels Gluten Free GMO-Free**Nutricost**$17.48**4.7★6,266 rev](https://www.amazon.com/dp/B09126BY8S) [3**NOW Foods Supplements Vitamin K-2 100 mcg Menaquinone-4 (MK-4) Supports Bone Health* 100 Veg Capsules**NOW Foods**$9.70**4.7★11,386 rev](https://www.amazon.com/dp/B0013EJ5QM) [4**Bronson Vitamin K2 MK-7 100 MCG K2 as MK7 Menaquinone Bone Support Non-GMO 120 Tablets**Bronson**$9.95**4.7★4,012 rev](https://www.amazon.com/dp/B0BKLP1HRY) [5**Sports Research Vitamin K2 as MK-7 100mcg 60 Count Plantgels**Sports Research**$17.15**4.7★13,869 rev](https://www.amazon.com/dp/B00JGCPAYY)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Carlyle Vitamin K2 Supplement 100 mcg | K2 MK-4 | 240 Capsules**Carlyle**$10.00**1,269 rev3y ago](https://www.amazon.com/dp/B0C7S1ZRNT) [**Carlyle Vitamin K2 MK7 100 mcg | 150 Softgels | Bioactive Trans-Form MK7**Carlyle**$8.25**1,314 rev3y ago](https://www.amazon.com/dp/B0C6N1L71X) [**Pure Encapsulations Vitamin D3 & K2 - Bone & Vascular Health Support - Immune Function* - Gluten Free - Non-GMO - 120 Capsules**Pure Encapsulations**$34.05**5,033 rev3y ago](https://www.amazon.com/dp/B0BZ8TMDQ5) [**Bronson Vitamin K2 MK-7 100 MCG K2 as MK7 Menaquinone Bone Support Non-GMO 120 Tablets**Bronson**$9.95**4,012 rev3y ago](https://www.amazon.com/dp/B0BKLP1HRY) [**BulkSupplements.com Vitamin K2 Softgels - Vitamin K2 MK7 Vitamin Supplements - Gluten Free 1 Softgel per Serving 365 Count (Pack of 1)**BulkSupplements**$19.29**841 rev3y ago](https://www.amazon.com/dp/B0B9HTX5TL)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**K2 Skate Kinetic 80 M Color: Black/Gray Size: 8.5 (I220200701085)**K2**$88.69**4.4★**▲ 311%**](https://www.amazon.com/dp/B09GX6HHCG) [**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**$25.46**4.7★**▲ 35%**](https://www.amazon.com/dp/B08MR2D124) [**Nature Made Vitamin D3 K2 Supplement 30 Softgels**Nature Made**$12.49**4.7★**▲ 34%**](https://www.amazon.com/dp/B09SR2KX9D) [**Pure Encapsulations Vitamin D3 & K2 - Bone & Vascular Health Support - Immune Function* - Gluten Free - Non-GMO - 120 Capsules**Pure Encapsulations**$34.05**4.8★**▲ 26%**](https://www.amazon.com/dp/B0BZ8TMDQ5) [**Bronson Vitamin K Triple Play (Vitamin K2 MK7 / Vitamin K2 MK4 / Vitamin K1) Full Spectrum Complex Vitamin K Supplement 90 Capsules**Bronson**$9.92**4.7★**▲ 23%**](https://www.amazon.com/dp/B01N6DWETQ)
**~~View all trending →~~**
## **What buyers say about vitamin k2**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**22%
*“Trusted Quality Brand”*
**Vitamin**21%
*“Healthy vitamins”*
**Value For Money**9%
*“Great deal”*
**Ease Of Chewing/Swallowing**6%
*“Easy Swallow, Mood Lifter”*
**Advertised Vs Actual Product**4%
*“It is everything as advertised”*
**Calcium**3%
*“Helps with calcium absorption”*
**Efficiency**3%
*“Works well”*
**Ease Of Use**3%
*“Easy use”*
**Nutritional Content**2%
*“Good Supplement”*
**Heart Health**2%
*“Very beneficial for heart health”*
### **What buyers complain about **
**Vitamin**10%
*“Vitamins were bad”*
**Dosage**9%
*“Low dose is harder to find”*
**Value For Money**7%
*“Not worth it”*
**Size-Overall**6%
*“Small capsule size”*
**Quality-Overall**5%
*“Need better quality control”*
**Side Effects**4%
*“Bad Side Effects”*
**Allergies**4%
*“Can cause allergic reaction”*
**Advertised Vs Actual Product**4%
*“Misleading size”*
**Smell**3%
*“there was a strong off-putting odor”*
**Ingredients-Overall**3%
*“This particular formula is not easy to find as a single ingredient”*
### **Top return reasons **
**Size-Overall**28%
**Value For Money**17%
**Vitamin**12%
**Functionality-Overall**7%
**Advertised Vs Actual Product**6%
**Dosage**5%
**Comfort-Overall**3%
**Vegan/Organic**3%
**Ingredients-Overall**2%
**Weight Heavy**2%
## **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.
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