March 19, 2024 by NutraPak USA

Amazon is where people go to find wellness! In fact, many people head to “Doctor Amazon” when they want to find affordable supplements that can help with mood, energy levels, cognitive function, nutritional gaps, disease prevention, and more. If you’re in the process of launching a new brand or product line in the wellness space, you might be curious about the top selling supplements on Amazon. Here’s a look at what aspiring brands need to know about Amazon top selling supplements.

Top Selling Supplements on Amazon

Which supplements can manufacturers barely keep stocked on Amazon? Knowing what’s popular on the platform can help new brands to develop their product lines to meet demand. Here’s a look at the products that consistently dominate Amazon’s list of best sellers in vitamins, minerals, and supplements.

Vitamin D

In addition to being one of the most popular supplements sold around the world, vitamin D also consistently ranks near the top of the list of best-selling products under the category of vitamins, minerals, and supplements on Amazon. In recent years, the benefits for mood, energy levels, disease prevention, and autoimmune protection that are associated with maintaining adequate levels of vitamin D have been widely shared by health experts and online influencers. Unfortunately, modern life makes getting natural vitamin D from sun exposure and diet nearly impossible for most people. As a result, it’s estimated by experts that 35% of American adults are deficient in vitamin D. Globally, about 50% of the population suffers from vitamin D insufficiency. While there are already many vitamin D supplements on the market, shoppers on Amazon are always looking for new options that provide optimal dosages in easy-to-take forms!


It’s incredible to imagine that most people were completely unaware of the role that gut health plays in overall wellness just a few short years ago. That’s completely changed! We now know that gut health is tied to energy levels, mood, chronic disease, inflammation, digestive health, and autoimmune function. This knowledge has helped to put probiotics near the top of the list of Amazon top selling supplements.

Roughly 70% to 80% of the immune system is housed within the gut. It’s also known that what happens in the gut dramatically affects the brain. That’s because most of the body’s natural serotonin is actually produced in the gut. As a result, people seeking everything from relief from food sensitivities to help with mood are adding probiotic supplements to their daily routines. 

Probiotics are live bacteria and yeasts that are beneficial for the body. The gut is a delicate ecosystem that requires the right balance of “good” and “bad” bacteria strains. Diet, chronic stress, illness, environmental factors, and other things can all throw levels off balance. When good bacteria strains aren’t robust enough to fight off bad bacteria strains, the results can include disease, low immune function, fatigue, mood imbalance, and more. While eating probiotic-rich and high-fiber foods is the best way to restore healthy gut bacteria strains, taking a daily probiotic that contains strains that are proven to support healthy gut function is a great way to quickly rehabilitate the gut. For brands looking to utilize Amazon top selling supplements to break into the wellness industry, focusing on everything from complete probiotic formulations to supplements that offer specific strains can get the attention of shoppers.


Omega-3 supplements have been going strong in the supplement market for decades. Their benefits for brain health, cognitive function, disease prevention, and beauty all help to keep them on the list of top selling supplements on Amazon. The most common form of omega-3 in supplements is fish oil. Natural fish oil contains two types of omega-3 called docosahexaenoic acid (DHA) and eicosapentaenoic acid (EPA). These oils are generally derived from salmon, trout, mackerel, and other fatty fish.  

While omega-3 supplements have traditionally been sourced from creatures of the sea, there is growing demand for vegan-friendly omega-3 supplements. In order to satisfy this demand, supplement brands are turning to an omega-3 called alpha-linolenic acid (ALA) that is derived from plant sources. Like traditional omega-3 supplements, ALA supplements are sold as softgels and tinctures.


It should come as no surprise that multivitamins are heavily featured on the list of Amazon top selling supplements. One of the interesting things about creating multivitamins is that brands have incredible opportunities to cater to niches. Top-selling vitamins on Amazon include:

  • Liquid multivitamins.
  • Chewable multivitamins.
  • Gummy multivitamins.
  • Women’s daily multivitamins.
  • Children’s daily multivitamins.
  • Men’s daily multivitamins. 

There are many ways to formulate top selling supplements on Amazon in the multivitamin category. A classic multivitamin will contain up to 100% of the daily recommended values of vitamins A, C, D, and E. It’s also common for formulations to include folate, vitamin B-12, zinc, niacin, and iodine. Some brands focus on offering complete formulations that also include vitamin D, calcium, and magnesium. Currently, there is a big demand for vitamins that contain only natural products. Gummies, chewables, and liquid vitamins that make the list of top selling supplements on Amazon are made using natural flavors and colors derived from fruits and vegetables instead of sugar and dyes.


Magnesium is a formerly underrated supplement that now ranks among Amazon top selling supplements due to knowledge that’s being spread online about the wonders of this simple, well-tolerated compound. Magnesium is a cofactor in more than 300 enzyme systems that regulate a wide range of biochemical reactions in the body. Our bodies require magnesium for energy production, regulation of blood pressure, protein synthesis, nerve function, and the synthesis of DNA and RNA. One of the things that really put magnesium on the wellness map in recent years is the fact that there’s evidence that it can help to ease painful menstrual cramps. People also use magnesium to treat general muscle cramping and musculoskeletal pain.


Elderberry consistently ranks among top selling supplements on Amazon each year once cold and flu season starts. Many people proactively begin taking elderberry supplements once the school year starts up in an attempt to get ahead of colds! While elderberry has been a holistic treatment for colds for centuries, the Internet has helped to grow mainstream awareness about the benefits of this “wonder fruit.” 

Also known as Sambucus, the elderberry tree consists of edible flowers and berries that must be cooked properly before they can be consumed. While most people take elderberry syrup or gummies because they’ve read about how this supplement can ease cold and flu symptoms, some people actually take elderberry supplements all throughout the year in order to tap into benefits for reducing cholesterol, lowering cancer risks, lowering heart disease risks, preventing type 2 diabetes, and reversing inflammation. The robust and diverse benefits of elderberry help to keep it among the top selling supplements on Amazon far beyond cold and flu season.

Apple Cider Vinegar Gummies

Apple cider vinegar gummies are quickly becoming top selling supplements on Amazon. Most people have heard about the benefits of consuming raw apple cider vinegar daily by now. For years, people have been chugging this wonder liquid by the spoonful to enjoy benefits tied to:

  • Weight loss.
  • Reduced cholesterol
  • Balanced blood sugar levels.
  • Diabetes symptoms.

There’s even evidence that apple cider vinegar has antimicrobial and antioxidant effects that can help with disease prevention. However, many people find that the harsh, pungent taste of apple cider vinegar makes keeping up with the habit of taking a daily spoonful difficult. That’s why many customers are eager to try apple cider vinegar gummies that provide a delightful way to tap into the wellness benefits of pure, raw apple cider vinegar! Many Amazon top selling supplements in the apple cider vinegar category add value to apple cider gummies by infusing their formulations with vitamin B-12.


In a world where people are always “on” and connected, getting a restful night of sleep is no small task. That’s why many of the top selling supplements on Amazon are sleep aids. However, customers looking for Amazon top selling supplements in the sleep-aid category aren’t looking to be left in a foggy state. That’s precisely why natural melatonin supplements are preferred over medicines that induce an artificially tired state. Produced naturally in the brain in response to darkness, melatonin is a hormone that helps regulate the body’s 24-hour internal clock known as the circadian rhythm. Top selling supplements on Amazon in the melatonin category are generally melatonin gummies that provide a sweet and simple way for people to add a little dash of tasty wellness to their nightly wellness routines.

Find Your Brand's Place Among Amazon Top Selling Supplements

Doing market research on the top selling supplements on Amazon is a great way for newer brands to gain an understanding of the types of the products customers are looking for when they browse vitamins, minerals, and herbal supplements on Amazon. Once you’ve chosen a category that you want to launch with, it’s time to partner with a trusted third-party manufacturer capable of bringing your formulation to life. For many top selling supplements on Amazon, that means partnering with NutraPak USA. NutraPak USA is a respected private label manufacturer of supplements and wellness products based in Edison, New Jersey. We offer full-service formulation, research and development, ingredient sourcing, manufacturing, labeling, and marketing at our certified facility. Contact us today to learn more.

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