The health and wellness sector has seen steady growth in recent years, driven by a shift toward healthier lifestyles and a greater emphasis on caring for one’s body and mind.
As a result, on major online marketplaces (Amazon first and foremost!), sellers and buyers have created dynamic flows, generating a turnover that grows year after year.
But what are the best-selling products in the health and wellness sector? And what are the current trends?
To find out more, we’ve shared an in-depth analysis on the topic.
Top Health and Wellness Products to Sell on Amazon
Let’s start with a look at the top health and wellness products to sell on Amazon.
As you’ll see from this list, there haven’t been major revolutions in the trends over the past year. And that’s actually a good thing!
Focusing your efforts as a seller on evergreen categories with consistent demand can indeed be the best strategy.
The key, even here, is to identify the most profitable niche—and within it, to differentiate your product with a competitive edge that stands out to buyers.
>>> Also read: Wellness items on Amazon: how to sell them profitably. <<<
Health Supplements
The first product category bringing significant satisfaction to sellers is health supplements.
Vitamins and minerals in tablets, orosoluble solutions, and other formats are certainly among the top choices for online healthcare sellers. Demand is constantly fueled by the latest fitness and wellness trends and now includes an expanding demographic: from young athletes to older adults, more and more people are looking for ways to fill nutritional gaps and improve their fitness levels.
Given this context, it’s no surprise that more people are searching for multivitamins on Amazon. And month after month, there’s a growing share of people looking for herbal supplements known for their anti-inflammatory and anti-stress properties.
Now, considering that people are placing increasing priority on health, attentive sellers are likely to find great rewards in terms of revenue and profitability.
Among the product categories expected to have the highest growth rate (over 7% annually until 2030), we highlight:
- Multivitamins
- Vitamin D supplements
- Omega-3 fatty acids
- Probiotics
- Herbal supplements
| Immune boosters | Demand for immune-supporting vitamins remains strong. |
| Subscription models | Products in this sector can also be sold through repeat purchase subscriptions. |
| Organic certifications | These are becoming increasingly important in consumer decisions. |
Skincare Products
The second best-selling category in health and wellness is skincare.
This category includes a wide range of products: natural skincare solutions, essential oils, facial massagers, and organic, cruelty-free, and vegan options featuring aloe vera, shea butter, tea tree oil, and more.
This niche is—as expected—highly profitable and versatile for Amazon sellers. It also lends itself well to private labeling, with many items being manufactured by third parties and personalized with the seller’s branding.
Fitness and Sports Accessories and Equipment
The third area we’ll focus on is general fitness and sports, particularly accessories and related equipment. Yoga mats, resistance bands, dumbbells, and other products that boomed during the pandemic continue to perform well.
As for trends, consumers especially appreciate more durable and portable equipment. Compact products like foldable mats are still bestsellers, along with sets and bundled offers.
Fitness equipment continues to benefit from the rise of remote work and home wellness trends, ensuring steady demand in the foreseeable future.
More specifically, the home fitness equipment market has shown consistent growth, particularly for portable items like resistance bands and yoga mats. With an expected annual growth rate of 4.7% in the coming years, demand for versatile and storable fitness gear remains high.
Here are some products expected to outperform the average:
- Treadmills
- Stationary bikes
- Ellipticals
- Rowing machines
- Dumbbells
- Kettlebells
- Resistance bands
- Yoga mats
- Foam rollers
As for major fitness equipment trends, we highlight three key points:
| Home workouts | Consumers prefer equipment suited to small living spaces. |
| Social media fitness | Instagram and TikTok drive trends, with fitness influencers promoting these products. |
| Eco-friendly materials | Environmentally conscious buyers look for mats and bands made from sustainable materials. |
>>> Read our article Selling outdoor sports gear on Amazon: complete guide <<<
Anti-Stress Products
Speaking of major current themes, stress management is undeniably one of the most urgent and common concerns. It’s no surprise that this is fueling a thriving market for accessories such as aromatherapy diffusers and meditation tools.
Again, the outlook for the near future is quite promising. Sellers entering this niche are likely to find great opportunities!
To go into more detail, just consider that the global essential oils market alone is expected to reach $30 billion by 2027. Essential oils like lavender, peppermint, and eucalyptus are in high demand for their calming and therapeutic properties, making them a popular choice on Amazon for stress relief.
Among the product categories expected to grow by more than 7% annually until 2030, we highlight:
- Essential oils
- Aromatherapy diffusers
- Aromatherapy candles
- Aromatherapy roll-ons
- Aromatherapy bath products
Once again, we see some emerging trends that sellers might leverage in this evolving space:
| Home wellness | Essential oils are increasingly part of home wellness routines, as more consumers turn to natural solutions for stress relief. |
| Sustainable shopping | Consumers prioritize brands offering eco-friendly and organic essential oils. |
| Wellness blends | Custom blends for specific needs like sleep or energy are very popular. |
Productivity Tools
Another trend that continues to grow involves productivity tools. With remote work becoming more common, it’s no surprise that products supporting productivity in versatile ways have seen a significant increase in demand.
This category includes a wide array of products. Think of wireless lamps that can be used in the office or living room, or bullet journals—popular tools for setting goals and organizing tasks.
Weight Management Products
With growing awareness around fitness and body care, it’s no surprise that weight management products are in high demand—from meal replacement shakes to low-calorie snacks. The global market for these products is expected to reach $470 billion by 2025, fueled by the shift toward plant-based and organic options.
Some of the top trending Amazon products in this category include:
- Meal replacement products
- Weight loss supplements
- Low-calorie foods
- Fitness equipment
As for key trends, here’s a summary of what stands out:
| Vegetarian and vegan options | Plant-based shakes and bars are increasingly popular. |
| Low-sugar formulas | Consumers are looking for weight management products with no added sugar. |
| Subscription options | Anche in questo ambito, le opzioni di abbonamento sono sempre più apprezzate per la loro comodità tra i consumatori attenti alla salute. |
Sleep Products
The sleep aid product market is also showing interesting growth rates, aligned with increasing awareness of sleep health among broad population segments. The market is expected to reach at least $125 billion by 2028, driven by melatonin supplements and sleep masks.
Here’s a quick look at the product categories expected to grow at least 6% annually until 2030:
- Sleep apnea devices
- Mattresses and pillows
- Sleep support supplements
- Herbal supplements
Among the most vibrant trends, we find:
| Natural sleep aids | Interest is growing in natural options like melatonin and herbal supplements. |
| Light-pressure sleep masks | Consumers continue to appreciate masks designed to apply gentle pressure, enhancing relaxation. |
Smart Water Bottles
A rising segment is that of smart water bottles. Consumers are increasingly health-conscious and understand that monitoring hydration is key. As such, smart bottles are becoming very popular tools for fitness and wellness.
According to various studies, bottles that track water intake and remind users to stay hydrated are expected to grow at an average annual rate of 10% over the next two years.
Superfoods
We close this list with superfoods and healthy snacks. Demand is clearly on the rise, and superfoods like chia seeds, almonds, and dark chocolate are an integral part of many athletes’ and health-conscious consumers’ routines. In particular, the healthy snack market is expected to approach $100 billion by 2025, driven by increasing focus on diet and nutrition.
Among the products with the highest growth forecasts, we find:
- Nuts and seeds
- Dried fruit
- Superfood powders like spirulina and matcha
- Snack bars
- Kale chips
Here are some ongoing trends in the sector that are expected to persist in the coming years:
| Plant-based ingredients | Whole grain, nut, and superfood-based snacks are increasingly preferred. |
| Convenient packaging | Resealable and portable packaging is essential for busy, on-the-go consumers. |
| Functional benefits | Consumers look for snacks with added health benefits, like high protein or fiber content. |
How to Choose the Right Product to Sell in the Health and Wellness Category
We’ve just summarized some of the top trending options in the health and wellness product category.
Now, with so many options available, it’s clear that finding the best opportunity can be a challenge.
And that’s totally understandable!
As we’ve often noted on our site, selecting the most profitable products to sell depends on a mix of structured and integrated factors that are not always easy to analyze. So, what should you do?
Explore Market Health
The first thing we suggest is to analyze market trends. You can use our tool suite (check out our free demo!) or other platforms like Google Trends.
Another tip: read customer reviews of existing products on the market. Focus especially on negative reviews and complaints. This is where you might find clues on how to make your product meet a need that competitors are failing to address properly.
Know Your Target Audience
Clearly identifying your target audience is another central element of any effective strategy. Who will buy your product? Young students? Busy professionals passionate about fitness? Individuals seeking ways to relieve daily stress?
Remember, each group has unique needs. So, you should tailor your product presentation, visuals, and promotional strategies to precisely address the challenges your audience faces.
Going back to what we shared earlier—customer reviews are a goldmine of valuable information. They reveal what really matters to buyers. You may discover, for example, that practicality is the top priority for your potential customers. Or maybe it’s intuitive use, or a desire for a luxurious experience.
Comply with Legal Requirements
In this sector, there are particularly strict regulations. For example, dietary supplements must be notified to the Ministry of Health before being marketed and must comply with the European Regulation on nutrition and health claims.
Failing to comply with these regulations can result in serious consequences: from fines to product withdrawal, or even legal action. It’s essential to allocate enough resources to fully understand the specific obligations of your product category, both nationally and at the EU level. When in doubt, seek expert advice!
Use External Promotion
Amazon offers many opportunities to promote your products, but don’t underestimate the power of external promotion—especially influencer marketing.
Content creators focused on fitness, skincare, or mental wellness can be valuable partners for building credibility and effectively reaching your target audience. Collaborations with micro-influencers (accounts with 1,000–100,000 followers) typically offer higher returns on investment than partnerships with nationally famous personalities.
That’s mainly because smaller communities are more engaged and more likely to trust creators they genuinely connect with.
Set the Right Pricing Strategy
In an increasingly competitive market where consumers are very focused on value for money, setting the right pricing strategy is obviously critical. Use our tool suite to monitor competitor offers and ensure your products are well-positioned without compromising quality or your margins.
Also consider proven promotional tactics like discounts, bundles, and limited-time offers during special events and campaigns.
Try the Profit Tool for free
Take full control of your Amazon Business. You will see with clarity real profits, margins, ROI, orders, costs and have a balance for each European marketplace. If you are not yet familiar with ZonWizard's Profit Tool, find out how it can help you manage and grow your business.
