With something like creditcards.com.au it is probably easier to apply for online than anywhere else. With vitamins you can buy them just about anywhere and at most places it looks to be about price more than anything else (I had a look today at some vitamin stores).

Where something is sold by supermarkets or large discounts stores it is typically very difficult to compete online in my view. The only real advantage to buying online would be if it could be offered for less, but the competition have massive buying power.

Not saying this is in any way a bad domain but I'm not sure it is going to be a goldmine either, eg the 50k appraisal.

As you suggest I had a good look at both the organic and PPC listings in google,

Organic section

-There is Wikipedia
-Then Blackmores
-Then a health information site
-Then news stories
-Then loads of local listings

So where is the opportunity in that? It sounds like top 3 or bust and the top 3 is going to be very difficult to out rank.

Paid section

I have had a look at google paid section and the top advertisers are manufacturers and real world vitamin stores with web presences.

1st: Ethical nutrients -manufacturer
2nd position: Vitaminking.com.au - Real world retailer with web presence (ironically there home page is full of body building supplements, not vitamins probably because bodybuilding supplements are a high margin business).
3rd - Vitaminwarehouse.com.au - again real world retailer with web presence

The rest is a mix of US sites, very large healthcare companies (eg Sanofi-aventis/Goldenglow.com.au), chemist chains and some crap like ask.com.

The only one that didn't look like a large real world company was in last position in the paid paid section. "mrsupplement.com.au" though they don't even look to be selling regular vitamins.

Personally from looking at all that I counln't find anyone that wasn't a real world retailer that was competing and don't agree that it would be easy to sell vitamins online.

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Not sure I agree with the 'you can buy them anywhere so not so much value to have online' theory. No amount of shops can compare with accesibility that the internet gives.

I like the rest of the analysis though. Good job.

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Some what related to the supplement industry, I picked up glutamine.com.au and casein.com.au late last year. Not huge volume but a bit more niche supplement wise. Although nowhere near as valuable as vitamins.com.au, I still think they have a little value (more than reg fee in otherwords).

Opinions? Given the sale of vitamins.com.au, I figure it only helps.