The Netrush team combed through Amazon reviews to determine what shoppers look for in a prenatal vitamin.

Austin Wright, Content strategist

December 16, 2020

3 Min Read
Pregnant woman taking vitamins
Getty Images

It’s the time of year for merriment, holiday goodies and prenatal vitamins. Did that last part surprise you? Believe it or not, tons of studies have found that November and December are peak months for conception, which in turn leads to increased interest in prenatal vitamins.

Take a look at this Google Trends data from last year:


We can see that prenatal vitamins started to trend in December and then peaked in the first couple of weeks of January.

Top non-branded searches for this timeframe were: best prenatal vitamins, prenatal gummy vitamins, prenatal vitamins with DHA and recommended prenatal vitamins.

Top Amazon searches around prenatal vitamins were: gummy, DHA, folic acid and multivitamin.

What do shoppers look for in a prenatal vitamin?

To answer this question, the Netrush team combed through the top 10 positive and negative reviews of the top five prenatal products on Amazon. Here’s our list of the top things that shoppers liked in a prenatal supplement.

  1. Good taste (16%)

  2. Helped with conception (10%)

  3. Good price (10%)

  4. Easy to swallow (8%)

  5. More vitamins (minerals) offered (5%)

  6. Healthy baby/development (4%)

  7. Helped regulate cycle (3%)

  8. No upset stomach (3%)

  9. No smell (3%)

The percent next to each item represents the percentage of reviews that contained that praise or complaint.

What do shoppers dislike in a prenatal vitamin?

  1. Bad taste (12%)

  2. Bad smell (11%)

  3. Caused cycle to be irregular (8%)

  4. Allergic reaction (6%)

  5. Contains no iron (6%)

  6. High amount of vitamin A (5%)

  7. Caused acne (5%)

  8. Caused nausea (5%)

  9. Large daily serving size (3%)

The percent next to each item represents the percentage of reviews that contained that praise or complaint.

Strategies to reach prenatal consumers on Amazon

Use DSP to more narrowly target your audience. Almost a decade ago, a story went viral about how Target discovered a teen was pregnant before she did. It was a powerful story because it demonstrated the value of data and how it can be used to narrowly target consumers. Fast forward to 2020: The world of e-commerce is swimming in data, and a good amount of it can be accessed through Amazon Advertising.

Amazon collects an amazing amount of data on shopping behavior. Amazon DSP brings that data together and opens some of it up to advertisers. Using this tool, advertisers can identify and reach shoppers based on lifestyle choices, interests and much more. It’s now very possible to specifically target shoppers who might be pregnant or are interested in becoming pregnant.

Prominently feature prenatal products in Amazon Brand Stores. Brand Stores are a plug-and-play way to showcase a selection of products from a brand’s catalog. Think of it as a merchandising tool that mimics a DTC website experience on Amazon.

Brand Stores come with their own unique “Amazon URLs” and are most useful when used in tandem with specific paid promotions—seasonal pushes, product launches, etc. These stores are great for increasing the visibility of seasonal products, especially if they’re paired with campaigns.

Coordinate social channels with Amazon Posts. Social media is a great way to reach audiences through personalized, engaging content. Much of a brand’s social content can now be repurposed for Amazon using Amazon Posts, which is a functionality that allows brands to cross-promote products in a social media-esque way.

Posts are social-like in layout and appear at the bottom of a brand’s product listings. Brands are able to feature product images and text to draw shoppers in and drive traffic to related products. Overall, Posts are a great and free way to repurpose social media content for cross-promotion.

Austin Wright is a content strategist at Netrush, a leading e-commerce solutions provider for premium natural products brands.

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About the Author(s)

Austin Wright

Content strategist, Netrush

Austin Wright is a content strategist working at Netrush, an online retailer that partners with premium brands to provide the teams, technology, strategy and infrastructure needed to thrive on Amazon and other e-commerce platforms. Netrush works with natural products brands such as Natural Factors, Enzymedica and Vibrant Health.

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