2023 Brief: U.S. Amazon Dietary Supplements Market Analysis

Key Finding 1

The U.S. Amazon dietary supplements market reached US$ 9.6 billion in sales and 380 million units in 2023, growing at approximately +15.5% year-on-year — outpacing both the global and domestic supplements market.

Amazon (亚马逊) has cemented its position as the global leader in vitamins, minerals, and supplements (VMS) distribution, surpassing brick-and-mortar competitors such as Walmart and Target. This growth trajectory reflects the broader shift toward online health product purchasing, accelerated by post-pandemic consumer behavior. With the U.S. supplements market projected to reach US$ 132.04 billion by 2032 at an 8.90% CAGR, Amazon's above-market growth rate underscores the platform's expanding share of overall supplements spending.

Key Finding 2

The brand landscape remains highly fragmented, with the top ten brands commanding just ~10% combined market share (CR10), signaling substantial white space for new entrants.

Established players such as Garden of Life, Pure Encapsulations, and MaryRuth Organics lead the market, yet no single brand has achieved dominant positioning. This fragmentation reflects consumer willingness to experiment across brands — particularly in emerging sub-categories — and creates a favorable entry environment for international brands pursuing brand internationalization strategies on the platform.

Key Finding 3

Gummy supplements emerged as the fastest-growing dosage form, generating US$ 660 million in sales with year-on-year growth exceeding +50%, driven by consumer preference for convenient and palatable formats.

According to a Harris Poll survey, 28.0% of U.S. adults tried gummy vitamins in the past year, and 53.0% of those who tried them reported daily usage. This adoption pattern signals a structural shift in supplement delivery preferences, with gummies and liquid formats gaining share from traditional capsules and tablets. Brands investing early in innovative dosage forms stand to capture disproportionate market growth.