In short: Over the Fence reads rival supplement stores weekly: offers, price and stock on your list, and the rest of each site. Bundles, markdowns, sell-outs and page changes show up with the URL. Google rank tracking and AI Overview citations are on every plan.
Supplement shoppers compare brands, proteins and sale prices. Rivals change tub sizes, stack bundles, rewrite claims pages and cut prices for subscribe-and-save. We read their public stores every week and show what moved, including where you both rank in Google and which sites AI Overviews cite.
What rival supplement brands change
Price and subscribe-and-save move independently. Base price, subscription discount and free-shipping bars can each change on their own. We catch all three when they’re public.
Bundles and stacks often beat a single-SKU cut. Multi-tub and stack offers usually appear on collection and offer pages.
Claims and education pages get rewritten. Ingredient and “how to take” pages change over time. Those page changes matter for SEO and for AI citations.
Rankings on category terms matter too. Creatine, collagen and whey draw huge search volume, but they are extremely hard to rank for. We help you watch the terms you choose week to week. We do not promise overnight wins on impossible head terms.
What stood out
On October 20, 2026 we read five US supplement brands from their public homepages and product pages. AG1’s site blocked our read (rate-limit wall), so LMNT stands in for a fifth priced row — electrolytes instead of greens powder.
Some brands are subscription-only; others let you buy once. Seed’s hero synbiotic is $49.99 a month on subscription. Ritual and Momentous show both one-time and subscribe paths, with 20% (up to 30% on bundles) and 25% off subscribe called out on the pages we read. Thorne’s sampled multi had no subscribe discount on the public product page.
Free shipping rules don’t line up. Momentous asks for $99+ on US orders. Ritual ships free on subscription but showed $10.99 shipping on a one-time buy. Seed and LMNT advertise free US shipping without a dollar minimum on the pages we read. Thorne looked free in product data, but the threshold wasn’t spelled out on the page.
Bundles are how habit brands compete. Seed’s Daily Essentials Duo saves 25%. Ritual pushes sets of three or more for up to 30% off. LMNT’s INSIDER bundle is four boxes for the price of three. Thorne’s hero multi page didn’t show a bundle offer.
Ritual shows more than one price on the same product family — buy once $37.50 beside subscription sale figures $26.40 / $33 — so a weekly read should keep both, not collapse them to one invented list price.
Momentous creatine was still priced at $42.99 on the page we read, with out-of-stock messaging on the same product — worth watching if you sell sports nutrition.
Five supplement brands, side by side
Read from each brand’s own store on October 20, 2026 (HKT), in US dollars. A dash means it wasn’t on the pages we read. LMNT replaces AG1 because AG1 blocked our read that day.
| Ritual | Seed | LMNT (AG1 blocked) | Momentous | Thorne | |
|---|---|---|---|---|---|
| Category | Women’s multivitamin DTC | Gut / synbiotic DTC | Electrolyte drink mix DTC | Sports nutrition (creatine) | Broad-line vitamins |
| Hero SKU price | Essential for Women 18+ (30 servings): buy once $37.50; subscription sale $26.40 / $33 also visible | DS-01 Daily Synbiotic $49.99/mo (30-day supply) | Variety Pack (12-count) $22; INSIDER Bundle $135 (3+1 boxes) | Creatine Monohydrate 90 servings $42.99 (OOS messaging on page) | Basic Nutrients 2/Day $40 / 60 caps (30 servings) |
| Subscribe discount | New subscribers 20% on one item; up to 30% when bundling 3+ different items | Subscription required at $49.99/mo (one-time $59.99 in page data) | Subscribe & Save live; exact % not shown | Subscribe & Save 25% → $32.24 | – |
| Bundle live? | Yes — sets / 3+ items up to 30% | Yes — Daily Essentials Duo Bundle + Save 25% ($67.49 vs $89.98) | Yes — INSIDER Bundle (4 for price of 3) | – on creatine PDP | – |
| Free shipping from | Free on subscription; +$10.99 on buy once | Free US shipping | Standard US shipping free (no $ threshold on FAQ) | Free shipping on U.S. orders $99+ | Free in product data; $ threshold not labeled on PDP |
| Claims / education | Clinical studies; Made Traceable® on PDP | Science; clinical trials on PDP | Blog; FAQ ratio / science copy | Blog; clinical research on PDP | Quality; Ingredients |
| Homepage / promo highlight | “Good habits come in sets—up to 30% off” | “Bundle + Save 25%” on duo | INSIDER “less than $1 per stick” with Subscribe & Save (FAQ) | Subscribe & Save 25% on creatine | NSF Certified for Sport on hero multi |
The same reading done every week, for the products on your list and the rest of each store, is what we do for you.
See your competitors this week
Type your address. We find the sites that turn up next to yours in Google, in your country and language, and read them every week.
14 days free, then from $49 a month. Cancel any time.
Setting it up for a supplement brand
- Type your store’s address.
- Add rivals customers compare on Amazon and Google, even if they outrank you.
- Build a price list from rival versions of your hero SKUs (same form, size, serving).
- Pick searches you can realistically move on, such as brand plus modifier terms you can win.
- Read the Monday email.
What we don’t do
- We don’t track sizes one by one. We see whether a product is in stock or sold out. We do not report which variants are left.
- We don’t see sales. We can tell you a rival marked products down. We can’t tell you how many they sold.
- We don’t read behind logins. No member prices, no wholesale portals, nothing at checkout.
- We don’t reprice your store. We report and you decide.
- We read once a week. A flash sale that starts and ends between two reads can slip past.
We also don’t give medical advice or verify supplement claims. We only report what public pages say.
What it costs
Every plan starts with 14 days free, and you can cancel any time from your dashboard.