Is vitamins profitable to sell on Amazon United States?

The niche generates $26.6M/yr across 55 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Worth a look (68/100).

How competitive is the vitamins niche?

27 brands and 732 sellers compete. The top 5 products take 32% of clicks and top 5 brands hold 55% of demand.

What do buyers complain about in vitamins?

Top complaints mined from reviews: Taste-Overall, Vitamin, Smell. The return rate is 0.0%.

When does demand for vitamins peak?

Demand peaks in Jan; the busiest month runs 1.5× the quietest.

What does it cost to enter the vitamins niche?

Listings span $5.84–$54.53; the average listing price is $20.92 (sweet spot $15–$100). The average incumbent carries 16,146 reviews — the moat a new listing must climb.

vitamins

Worth a look

Shows a $26.6M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible$26.6M

$26.6M/yr · 17.7M searches

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Avg price

Great$20.92

avg listing price — sweet spot $15–$100

Competition

Great32%

top-5 click share — an open shelf

Brand share

Great55%

top-5 brand share — no brand owns this niche

Price range

Great$5.84–$54.53

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

Conversion

Great7.2%

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

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-8.6%

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

Review moat

Bad16,145.51

avg incumbent reviews — the moat a new listing must climb

Signals No Dominant Brand

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.

Data updated Jul 28, 2026 · scored weekly · How we score niches

vitamins market data

Units sold / yr: 1.0M–1.0M; avg 20,000–25,000/product
Revenue / yr: $20.9M–$20.9M; units × avg price
Conversion rate: 7.2%
Avg BSR: #101
Page quality: 0%
Prime: 100%
Sponsored: 87%
Out of stock: 0.0%
Avg brand age: 70 months
Avg seller age: 136 days

Competition & brand 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%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -8.6% search growth over the last 90 days.

Peak months: Jan · busiest ÷ quietest = 1.5×

Open Trend

Top vitamins search terms

multivitamin for women3.6M/yr -11.3%5.4% conv.
womens multivitamin2.9M/yr -19.1%7.9% conv.
vitamins2.5M/yr +7.9%1.7% conv.
multivitamin1.9M/yr -15.6%4.6% conv.
vitamin902K/yr -0.9%1.8% conv.
vitamins for women825K/yr -18.4%3.9% conv.
womens vitamins758K/yr -5.5%6.2% conv.
multivitamin for women 50 and over479K/yr -0.5%8.5% conv.
vitaminas para mujeres495K/yr -13.2%1.2% conv.
vitamins and supplements370K/yr -9.4%0.9% conv.

All search terms

Top vitamins 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 24 tracked products in this niche — three views at once, no toggling.

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

OLLY$14.634.6★47,563 rev

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)

ONE A DAY$16.004.7★17,824 rev

Natures Bounty Optimal Solutions Womens Multivitamin Immune and Cellular Energy Support Bone Health Raspberry Flavor 80 Gummies 40 Total Servings

Nature's Bounty Optimal Solutions$6.044.7★16,091 rev

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

Vimerson Health$22.304.5★18,117 rev

Amazon Basics Womens Multivitamin Mixed Berry Flavor Vegetarian & Gluten-Free 300 Gummies (150 Servings) (Previously Solimo)

Amazon Basics$11.764.6★8,434 rev

Newest

by launch date

Vitafusion Adult Gummy Vitamins for Women 120 Count

Vitafusion$9.374,972 rev

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

ONE A DAY$18.4315,152 rev

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)

Black Girl Vitamins$24.403,055 rev

2y ago

MARYRUTH'S$35.2119,663 rev

2y ago

envitamin Ultimate Multivitamin Multimineral and Superfood with 42 Fruit and Vegetable Blend 60 Count (Ultimate 2 Pack)

envitamin$44.852,150 rev

3y ago

What buyers say about vitamins

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

What buyers love

Vitamin27%

“Great tasting vitamin”

Taste-Overall13%

“Fruity taste”

Quality-Overall9%

“Great product for me”

Value For Money6%

“Good Value for the money”

Ease Of Chewing/Swallowing5%

“EASY to swallow”

Energy Level4%

“Energy boost”

Flavor3%

“The flavor is very tasty”

Ease Of Use2%

“Easy to open”

Advertised Vs Actual Product2%

“As advertised”

Nutritional Content2%

“Great for Daily Nutrition”

What buyers complain about

Taste-Overall14%

“Awful aftertaste”

Vitamin9%

“Nasty vitamins”

Smell9%

“Unpleasant odor”

Side Effects4%

“made me dizzy immediately”

Size-Overall4%

“Small in size”

Acid Regulator/Stomach Ache Relief3%

“Upsets my stomach”

Value For Money3%

“VERY expensive”

Dosage2%

“I just personally needed more dosage”

Ease Of Chewing/Swallowing2%

“Hard to chew”

Flavor2%

“Off putting flavor”

Top return reasons

Vitamin25%

Value For Money12%

Taste-Overall8%

Smell7%

Functionality-Overall5%

Advertised Vs Actual Product5%