A monthly report on what's trending up, what's saturating, what's quietly declining, and what it means for supplement brands operating on Amazon US. Published the first Tuesday of every month. Written by operators with live client data, not surface-level scrapers.
US gummy supplements passed $4.88B, and established brands held up in testing. The label gap sits with a slice of newer brands pushing gram-dose ingredients, and FDA, plaintiffs and Amazon are now checking it.
Read Full Report →Every report stays here permanently. New report published the first Tuesday of every month — subscribe below to get it in your inbox.
Protein demand is still climbing, but whey has more than tripled in price, at least 10 Prop 65 lead notices named Amazon on protein ASINs, and Texas opened an industry-wide probe. The whey squeeze is pushing brands toward the proteins that test worst.
Protein sodas, creatine coffee, energy pouches and melatonin strips are everywhere in 2026. The sales data says soft chews, ready-to-drinks and powders are winning — and FDA draws a line at form, too.
Weight-management supplements fell 14% on Amazon in the year to August 2025 — before GLP-1 pills arrived at $149 a month. The growth is moving to digestive and fiber SKUs, and the claims that sell them are where brands get hurt.
Creatine sales grew 72% in mainstream US retail and the new buyer is a woman over 40 searching for brain health. The gummies chasing her keep failing lab tests — and Amazon's March 31 rules changed the math.
Amazon is phasing in third-party cGMP proof for every supplement and requires listings that match the Supplement Facts panel exactly. One month in, the cost is landing on slow SKUs and raw-equivalent copy — not on bad actors.
After five years of compounding growth, the collagen category on Amazon US has flatlined. Search volume is steady but conversion is dropping — and the brands still growing are the ones that stopped pretending they're competing on price.
The probiotics category has two distinct stories in 2026 — a stagnant generic mid-tier and an accelerating premium segment. The winners are the brands treating probiotics like a medical category, not a wellness trend.