Vitamins
PassVitamins scores 68 out of 100, a Pass. Shoppers spend an estimated $26.6M a year here, demand is soft, at -8.6% this quarter, and an estimated 0.0% of orders come back.
- Flapen Score
- 68 / 100Top 2% of 14,768 Health & Household niches · +19 vs the category median of 4968
- Market size
- $26.6M/yr17.7M searches / yr
- 90-day growth
- -8.6%search demand this quarter
- Competition
- 32%top-5 click share · 27 brands · 732 sellers
Flapen Score
Vitamins against its category
The dotted line is the Health & Household average. Past it, Vitamins is stronger. Inside it, weaker.
Market
The Vitamins market on Amazon at a glance
Shoppers on Amazon United States searched for Vitamins 17.7M times last year and spent an estimated $26.6M. The top 5 brands take 55% of clicks. Demand peaks in Jan. Flapen scores it 68 out of 100, a Pass.
01 · Demand
An estimated 7.2% of those searches ended in a purchase.
Shoppers searched for this 17.7M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 7.2% of those searches ended in a purchase. Searches in the last 90 days moved -8.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated $26.6M a year.
- Searches, last 12 months
- 17.7M
- Growth, 90 days vs prior 90
- -8.6%
- Conversion, latest week
- 7.2%
- Market size, estimated
- $26.6Ma year
- Peak month
- January1.5× the quietest month
- Top search term
- multivitamin for women3.6M searches a year
02 · Price
A sale here is worth $20.92.
Listings sell for $20.92 on average, from $5.84 to $54.53. Amazon reports units sold in ranges, and this niche reaches the top one: 1,000,000 units or more a year. The average listing sells 20,000 to 25,000 of them. At $20.92 that is $418K to $523K a year per listing.
- Average price
- $20.92inside the $15 to $100 sweet spot
- Price range
- $5.84–$54.53
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 1,000,000 or moreAmazon's top range
- Units per listing a year
- 20,000–25,000
- Revenue per listing a year
- $418K–$523K
- Returns
- 0.0%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
87% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #101 within Multivitamins. It carries 16,146 reviews at 4.61 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 87%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #101in Multivitamins
- Average rating
- 4.61 starsAmazon United States average 4.42 stars
- Average reviews
- 16,146per listing
- Listings tracked
- 55
04 · Newcomers
3 of last year's 3 launches cleared the first-year sales bar.
3 products launched here in the last 12 months. 3 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 70 months on average, so the names here are established.
- Launched, last 12 months
- 3
- Successful launches
- 3Amazon's first-year sales bar
- Average brand age
- 70 months
Products
Top Vitamins products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 28, 2026. The live listing can differ.
Top sellers
by estimated 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
estimated 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
Competition: brands, sellers & click share
The top 5 products take an estimated 32% of clicks, no more. An open shelf where new products get seen.
Brands
27 rising
Sellers
732
Est. top-5 brand share
55%
Top 20: 96%
Est. 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%
Demand
Vitamins search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan · busiest ÷ quietest = 1.5×
Search terms
Top Vitamins search terms shoppers use
The exact words shoppers type, with estimated 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
Reviews and returns
What reviews say buyers love and hate about Vitamins
We read the reviews and the return reasons for every product selling here.
“Awful aftertaste”
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.
18 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Vitamins questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data