"Magnesium glycinate" is the #12 most-searched product on Amazon this week. Up from #16 a year ago.
Pure Encapsulations held the #1 spot two years running — 13% click share, untouched.
| Position | Wk 20 · 2025 brand | Click share | Wk 20 · 2026 brand | Click share |
|---|---|---|---|---|
| 1 | Pure Encapsulations | 13.04% | Pure Encapsulations | 13.23% |
| 2 | Nature Made | 11.16% | NATUREBELL | 9.02% |
| 3 | NATUREBELL | 6.76% | Nature's Bounty | 7.84% |
The #1 brand sits untouched. The brands behind it swapped: Nature Made dropped out of the top 3, Nature's Bounty took the slot.
The bigger story: last year, Health & Personal Care lost 19 spots in Amazon's top 1,000 searches. The wellness fads of 2025 — tinnitus relief patches, hydrogen water tablets, methylene blue — mostly disappeared. The legitimate named brands didn't budge.
The supplement aisle on Amazon turns out to be brutally consistent. When the gimmicks collapsed, the brands left standing were the ones with established product, clinical positioning, and listing discipline.
Data: Amazon Brand Analytics — Top Search Terms (US, weekly). Week 20 of 2025 (May 11–17) vs Week 20 of 2026 (May 10–16).
