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
Every tracked product: its share of the shelf, its reviews, and its price.
Sign in to see the products
The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.
Competition
Competition: brands, sellers & click share
The top 5 products take only 32% of clicks. 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%
- Brand 116%
- Brand 214%
- Brand 310%
- Brand 47%
- Brand 57%
- Brand 65%
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 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.