Vitamins
Vitamins shows a $26.6M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Flapen Score
Top 2% of 14,768 Health & Household niches · +19 vs the category median of 49
Is Vitamins profitable on Amazon?
According to Flapen's Amazon United States niche tracking, Vitamins is a $26.6M/yr Amazon United States market (17.7M searches/yr). The top 5 brands hold 55% of demand. Demand peaks in Jan. Verdict: Worth a look — 68/100.
Vitamins: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -8.6% over the last 90 days and 7.2% of searches end in a purchase.
$26.6M
revenue / yr
Who owns the niche?
The top 5 brands hold 55% of demand, so 45% of the market is open.
45%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.
0/100
page quality · 55 products
Top Vitamins products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
OLLY Womens Multivitamin Gummy Womens Overall Wellness * Vitamins A C D E Biotin Folic Acid Adult Chewable Supplement Berry Flavored 65 Day Supply - 130 Count
- Price
- $14.63
- Rating
- 4.6/5
- Reviews
- 47,563
- Age
- 7y ago
One A Day Multivitamin for Women- Daily Vitamins for Woman with Biotin Calcium Folic Acid Iron & Zinc Complete Womens Vitamins 200 Ct (Packaging May Vary)
- Price
- $16.00
- Rating
- 4.7/5
- Reviews
- 17,824
- Age
- 4y ago
Natures Bounty Optimal Solutions Womens Multivitamin Immune and Cellular Energy Support Bone Health Raspberry Flavor 80 Gummies 40 Total Servings
- Price
- $6.04
- Rating
- 4.7/5
- Reviews
- 16,091
- Age
- 11y ago
Vimerson Health Multivitamin for Women: Methylated B Vitamins Chelated Minerals and Bioavailable D3 for Focus and Energy Support Daily Womens Multivitamins and Multiminerals 60 Capsules
- Price
- $22.30
- Rating
- 4.5/5
- Reviews
- 18,117
- Age
- 10y ago
Amazon Basics Womens Multivitamin Mixed Berry Flavor Vegetarian & Gluten-Free 300 Gummies (150 Servings) (Previously Solimo)
- Price
- $11.76
- Rating
- 4.6/5
- Reviews
- 8,434
- Age
- 6y ago
Trending
90-day click momentum
envitamin Ultimate Multivitamin Multimineral and Superfood with 42 Fruit and Vegetable Blend 60 Count (Ultimate 2 Pack)
- Price
- $44.85
- Rating
- 4.4/5
- Reviews
- 2,150
- Age
- 3y ago
Black Girl Vitamins Once a Day - Womens Multivitamin Gummy - Vitamin A B C E and Zinc. Multivitamin for Women Immune Support. Vegan Gluten-Free. Made in The USA (30 Day Supply Strawberry)
- Price
- $24.40
- Rating
- 4.7/5
- Reviews
- 3,055
- Age
- 2y ago
One A Day Womens Active Metabolism Daily Essential Multivitamin for Women Metabolism Support Vitamins for Women with All 8 B-Vitamins Vitamin D Magnesium & More 120 Count
- Price
- $18.43
- Rating
- 4.4/5
- Reviews
- 15,152
- Age
- 1y ago
Pure Encapsulations O.N.E. Multivitamin - Once Daily Multivitamin with Antioxidant Complex Metafolin CoQ10 and Lutein to Support Vision Cognitive Function and Cellular Health* - 60 Capsules
- Price
- $45.72
- Rating
- 4.6/5
- Reviews
- 10,775
- Age
- 13y ago
Centrum Silver Womens Multivitamin for Women 50 and Over 200 Tablets
- Price
- $16.94
- Rating
- 4.8/5
- Reviews
- 34,837
- Age
- 4y ago
Newest
by launch date
Vitafusion Adult Gummy Vitamins for Women 120 Count
- Price
- $9.37
- Rating
- 4.8/5
- Reviews
- 4,972
- Age
- 1y ago
One A Day Womens Active Metabolism Daily Essential Multivitamin for Women Metabolism Support Vitamins for Women with All 8 B-Vitamins Vitamin D Magnesium & More 120 Count
- Price
- $18.43
- Rating
- 4.4/5
- Reviews
- 15,152
- Age
- 1y ago
Black Girl Vitamins Once a Day - Womens Multivitamin Gummy - Vitamin A B C E and Zinc. Multivitamin for Women Immune Support. Vegan Gluten-Free. Made in The USA (30 Day Supply Strawberry)
- Price
- $24.40
- Rating
- 4.7/5
- Reviews
- 3,055
- Age
- 2y ago
MARYRUTHS Liquid Multivitamin + Hair Growth | Clinically Tested in Women for Thicker Hair & Facial Wrinkles | Biotin 10000mcg | Lustriva Hair Growth Supplements | Skin Care | Ages 18+ | 15.22 Fl Oz
- Price
- $35.21
- Rating
- 4.5/5
- Reviews
- 19,663
- Age
- 2y ago
envitamin Ultimate Multivitamin Multimineral and Superfood with 42 Fruit and Vegetable Blend 60 Count (Ultimate 2 Pack)
- Price
- $44.85
- Rating
- 4.4/5
- Reviews
- 2,150
- Age
- 3y ago
Competition: brands, sellers & click share
Clicks spread well past the top 5 (32% combined) — an open shelf where new products get seen.
Brands
27 rising
Sellers
732
Top-5 brand share
55%
Top 20: 96%
Top-5 click share
32%
Top 20: 71%
Open market
40%
- OLLY16%
- ONE A DAY14%
- Centrum10%
- Amazon Basics7%
- Nature Made7%
- Nature's Bounty Optimal Solutions5%
Vitamins demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Jan · busiest ÷ quietest = 1.5×
Top Vitamins search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- multivitamin for women3.6M/yr
- womens multivitamin2.9M/yr
- vitamins2.5M/yr
- multivitamin1.9M/yr
- vitamin902K/yr
- vitamins for women825K/yr
- womens vitamins758K/yr
- multivitamin for women 50 and over479K/yr
- vitaminas para mujeres495K/yr
- vitamins and supplements370K/yr
What reviews say buyers love and hate about Vitamins
What buyers mention most, as a share of all reviews.
What buyers love
73% of reviews“Great tasting vitamin”
“Fruity taste”
“Great product for me”
“Good Value for the money”
“EASY to swallow”
What buyers complain about
52% of reviews“Awful aftertaste”
“Nasty vitamins”
“Unpleasant odor”
“made me dizzy immediately”
“Small in size”
Vitamins return rate & reasons
Why buyers send it back, as a share of all return requests.
0.0%
Return rate
11%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Vitamins questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
