Amazon's Top-Selling Supplement Categories
While pinpointing a single product as the definitive most sold supplement on Amazon is challenging due to the constant fluctuations in sales data, several categories consistently rank at the top. Recent market analysis and best-seller lists from 2024 and 2025 reveal that collagen peptides, vitamin D, and omega-3 fish oil are major contenders. These trends reflect current consumer focus on immune support, anti-aging, and general wellness.
The Rise of Collagen Peptides
One of the most powerful and sustained trends in the supplement market is the explosive growth of collagen peptides. Products like Vital Proteins and Sports Research have maintained high sales volumes, with some listings receiving hundreds of thousands of positive reviews. This success is driven by the ingredient's perceived benefits for skin, hair, nails, and joint health. Consumers often integrate these unflavored powders into their daily routines by mixing them into coffee, smoothies, or water, contributing to their high reorder rates.
Vitamin D: A Perennial Best-Seller
Driven by heightened health awareness, particularly surrounding immune function, vitamin D remains a consistently high-selling supplement. The Amazon Best Sellers list for vitamins frequently features multiple vitamin D3 products from brands such as NatureWise and Nature Made. Many consumers choose to supplement their vitamin D intake, especially those with limited sun exposure, making it a staple product for bone health and immune support. The convenience of mini softgels and other easy-to-take formats has also boosted its popularity.
Omega-3 Fish Oil: A Heart-Healthy Favorite
Omega-3 fish oil, particularly from sources like wild Alaskan pollock, has secured its place as a top-selling dietary supplement. Praised for its benefits related to heart health, brain function, and inflammation reduction, it appeals to a broad demographic. Brands like Sports Research consistently rank high in this category due to high monthly sales volumes. The demand for fish oil softgels, often formulated to be burpless, indicates a strong, long-standing market for this supplement.
The Impact of Other Top Contenders
Beyond the leading trio, several other supplement categories frequently appear on best-seller lists. These include:
- Multivitamin Gummies: Popular for their convenience and taste, brands like OLLY and Vitafusion regularly appear in the top spots.
- Creatine Monohydrate: A perennial favorite in the sports nutrition category, creatine monohydrate capsules and powders see high sales, driven by athletic performance goals.
- Probiotics: With a growing focus on gut health, probiotics like Nature's Bounty Lactobacillus Acidophilus have become a significant market force.
- Turmeric Curcumin: Valued for its anti-inflammatory properties, this supplement, often with black pepper extract for enhanced absorption, is a consistent best-seller.
Comparison of Top Amazon Supplement Categories
| Feature | Collagen Peptides | Vitamin D3 | Omega-3 Fish Oil | Multivitamin Gummies |
|---|---|---|---|---|
| Primary Benefit | Skin, hair, nails, joints | Immune support, bone health | Heart, brain, inflammation | General wellness, convenience |
| Format | Powder (unflavored) | Softgel, Mini Softgel | Softgel (burpless) | Gummy (flavored) |
| Key Brands | Vital Proteins, Sports Research | NatureWise, Nature Made | Sports Research, Nordic Naturals | OLLY, Vitafusion |
| Main Consumer Appeal | Anti-aging, beauty | Immune resilience | Heart-conscious, active | Palatability, ease of use |
| Sales Trends | Strong, sustained growth | Consistently high demand | Long-term market leader | Popular with Millennials/Gen Z |
Factors Influencing Amazon Supplement Sales
Several factors contribute to which supplements become the most sold on Amazon. The platform's vast customer base and competitive pricing create an environment where products with strong, consistent demand thrive. The 'flywheel effect' of Amazon, which leverages positive customer experiences and high sales to generate more visibility, helps cement a product's position at the top. Furthermore, consumer trends, often amplified by social media platforms like TikTok, can rapidly accelerate the popularity of specific products, such as gummies or targeted supplements like ashwagandha for stress relief.
Authoritative medical and health publications play a role in consumer trust, with brands highlighting third-party testing and certifications to stand out. Products that cater to niche markets, such as women's health or pet supplements, also find success by addressing specific consumer needs. The ability to offer convenient, non-pill formats like gummies and liquids is another powerful driver, especially among younger demographics.
Conclusion
While a definitive answer to what is the most sold supplement on Amazon is elusive due to the dynamic nature of e-commerce, certain categories prove their dominance year after year. Collagen peptides lead the charge, appealing to the beauty and anti-aging market, while vitamins D3 and omega-3 fish oil maintain their classic top-seller status based on foundational health needs. These trends highlight a consumer base that values targeted health benefits, convenience, and brand transparency. Any given day, a customer browsing Amazon's best-sellers will likely find these and other consistently popular products holding the top spots, reflecting the current pulse of the wellness market.
Learn more about supplement market trends at Accio's report on top-selling dietary supplements.
