The short answer (prices checked 19 October 2026)
- Cheapest heart dose: Zipvit Omega 3 Fish Oil 2000mg, £9.99 for 120 softgels. Its daily serving carries 1,100 mg of EPA and DHA, so the 250 mg that the authorised heart claim depends on costs 3.8p a day.
- Dearest heart dose on this page: the vegan algae oil at 27.7p a day for the same 250 mg. That is a sevenfold spread for one legal threshold.
- The bigger claims cost far more. Blood pressure is a 3 g a day claim in law. Nobody's own daily serving gets there, and buying your way to 3 g runs from 45.4p a day with the Zipvit jar to £3.32 a day with algae oil.
- Our listing audit, 19 October 2026: 16 of the 20 unsponsored Amazon UK results for omega 3 fish oil use heart wording, and 6 of those 16 state the 250 mg daily intake the law attaches to it. Five mention blood pressure and none states the 3 g.
Prices in this table come live from Amazon and can change through the day. Prices quoted in the text were checked by Look Into on 19 October 2026, so the two can differ.
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Omega-3 is having a strong autumn on Amazon UK. The Zipvit jar sat at number 12 across the whole Health & Personal Care department and number 1 in Omega-3 Nutritional Supplements when we read the charts on 19 October 2026, with another five fish oils inside the subcategory top ten. The shelf is crowded and the front labels all shout a similar number.
That number is the part worth slowing down on. A jar marked 2000mg is telling you the weight of the oil in a daily serving. The omega-3 inside that oil is a smaller figure, usually printed further down, and it is the one every health claim in UK law is written against.
Prices and specs last checked by Look Into on 19 October 2026 · next check 14 December 2026 · how we picked
The thresholds the labels are written against
Health claims on food and supplements sold in Great Britain can only be made if they appear in the Great Britain Nutrition and Health Claims Register, and only on the conditions of use set out there. The omega-3 entries come from the retained Annex to Commission Regulation (EU) No 432/2012, which is on legislation.gov.uk and which we read on 19 October 2026. Four of them matter on a supplement shelf, and they are not close together.
- Heart function. The claim that EPA and DHA contribute to the normal function of the heart may be used where the food is at least a source of EPA and DHA, and the consumer has to be told the effect is obtained with a daily intake of 250 mg of EPA and DHA.
- Brain function and vision. Both are DHA claims, and both carry the same 250 mg daily intake, on foods holding at least 40 mg of DHA per 100 g and per 100 kcal.
- Blood triglycerides. The claim may be used only for food providing a daily intake of 2 g of EPA and DHA. That is eight times the heart figure.
- Blood pressure. The claim may be used only for food providing a daily intake of 3 g of EPA and DHA. Twelve times the heart figure.
The regulation adds one more line that almost never reaches a product page. Where the 2 g or 3 g claims are used on a supplement, consumers also have to be told not to exceed a supplemental daily intake of 5 g of EPA and DHA combined.
So a single jar can sit legally behind the heart sentence and nowhere near the blood pressure one, and the gap between those two states is 12 capsules a day rather than a different product. Once you know the three numbers, pricing a supplement stops being about the pack and starts being about which sentence you are buying.
How we picked these
We read the Amazon UK Best Sellers chart for Omega-3 Nutritional Supplements and the first 20 unsponsored search results for omega 3 fish oil on 19 October 2026, then took the EPA and DHA figures from each listing's own copy. Every price below is the buy-box price we read that day. The ranking unit is cost per 250 mg of EPA and DHA, because that is the smallest legal threshold and the one most buyers are actually aiming at.
Where a listing gives no EPA or DHA figure at all, we have said so and declined to rank it on cost, because any number we published would be a guess. Look Into has not handled these products: every figure comes from the maker, the listing or a named source, read on the date shown.
How they compare
| Omega-3 supplement | EPA and DHA per daily serving | Price on 19 Oct 2026 | Servings per pack | Cost per 250 mg | Cost of a 3 g day |
|---|---|---|---|---|---|
| Zipvit Omega 3 Fish Oil 2000mg | 1,100 mg | £9.99 | 60 | 3.8p | 45.4p |
| Omega 3 Fish Oil 2000mg, 240 softgels | 1,100 mg | £20.48 | 120 | 3.9p | 46.5p |
| Igennus Ultra Pure Omega-3 plus Astaxanthin | 1,000 mg | £34.99 | 90 | 9.7p | £1.17 |
| Bare Biology Life & Soul Super Strength | 1,600 mg | £32.95 | 30 | 17.2p | £2.06 |
| Vegan Omega 3 Algae Oil | 450 mg | £14.95 | 30 | 27.7p | £3.32 |
| Vitabiotics Ultra Cod Liver Oil | Not stated on the listing | £5.51 | 60 capsules | Cannot be worked out | Cannot be worked out |
Prices in this table and in the cards below are the buy-box prices we read on 19 October 2026. The live comparison table above pulls Amazon's own feed, which can drift from the buy box. On 19 October 2026 we checked all six and the feed matched the buy box on every one.
The six we would consider
Zipvit Omega 3 Fish Oil 2000mg
£9.99 on 19 Oct 2026 · 120 softgels · 60 daily servings · 660 mg EPA and 440 mg DHA · 3.8p per 250 mg
The chart-topper, and on the arithmetic it earns the spot. Two softgels give 1,100 mg of EPA and DHA for 16.7p, which works out at 3.8p for the 250 mg the heart claim is written against. It was number 1 in Omega-3 Nutritional Supplements and number 12 across the whole of Health & Personal Care when we read the chart on 19 October 2026, with 21,037 ratings behind it.
The catch: the serving is two softgels, so a 120-softgel jar lasts 60 days rather than four months. And the 2000mg on the front is the oil. The omega-3 in it comes to 1,100 mg, which the listing does state, further down.
Omega 3 Fish Oil 2000mg, 240 softgels
£20.48 on 19 Oct 2026 · 240 softgels · 120 daily servings · 660 mg EPA and 440 mg DHA · 3.9p per 250 mg
Identical dose to the Zipvit jar at double the pack size, which suits anyone who would rather reorder three times a year than six. It sat at number 4 in the omega-3 chart on 19 October 2026.
The catch: the bigger pack is fractionally dearer per serving, 17.1p against 16.7p, so you are paying a small premium for the convenience rather than saving on bulk. The listing also carries no brand name in its title, which makes it harder to chase a batch query later.
Igennus Ultra Pure Omega-3 plus Astaxanthin
£34.99 on 19 Oct 2026 · 180 softgels · 90 daily servings · 1,000 mg EPA and DHA · 9.7p per 250 mg
The listing says the oil is in re-esterified triglyceride form, that EPA and DHA make up 70 per cent of it, and that every batch is tested and certified by IFOS for mercury, PCBs and dioxins. That last point is the one worth paying for, because it is a named third party with a published standard rather than a word on a bullet.
The catch: 38.9p a serving is roughly two and a half times the chart-topper for a slightly smaller omega-3 dose. The astaxanthin is a separate ingredient with its own evidence question and does nothing for the omega-3 thresholds on this page.
Bare Biology Life & Soul Super Strength
£32.95 on 19 Oct 2026 · 60 capsules · 30 daily doses · 1,100 mg EPA and 500 mg DHA · 17.2p per 250 mg
The densest dose here at 1,600 mg of EPA and DHA from two capsules, which is why it is the pick for anyone chasing the 2 g triglyceride threshold without rattling through half a jar. Reaching 3 g takes under four capsules a day, against five and a half from the Zipvit jar.
The catch: the price. At 17.2p per 250 mg it is more than four times the chart-topper for the same legal threshold, and a 60-capsule jar is a month. If you only want the heart claim, the extra concentration buys you nothing.
Vegan Omega 3 Algae Oil
£14.95 on 19 Oct 2026 · 60 softgels · 30 daily servings · 450 mg DHA and EPA · 27.7p per 250 mg
Algae is where the fish get their omega-3 in the first place, so this skips a step and suits anyone who will not take a fish oil. It clears the 250 mg heart threshold comfortably on one serving, and it was number 7 in the omega-3 chart on 19 October 2026.
The catch: 450 mg per serving is the smallest dose on this page, so the bigger claims are a long way off. Getting to the 3 g that the blood pressure claim requires would mean more than 13 softgels a day and £3.32, which is not a sensible way to use this product.
Vitabiotics Ultra Cod Liver Oil
£5.51 on 19 Oct 2026 · 60 capsules · DHA and EPA amounts not stated on the listing · cost per dose cannot be worked out
The cheapest way onto this shelf and a familiar name, sitting at number 8 across the entire Health & Personal Care department on 19 October 2026. It adds vitamin D, which matters more in a British October than it does in June.
The catch: we could not find a milligram figure for EPA or DHA anywhere in the listing text, so there is no way to tell from the product page whether a capsule gets you to 250 mg. Cod liver oil also carries vitamin A, and the NHS asks adults to stay under 1.5 mg a day from food and supplements combined, and to avoid fish liver oil supplements in pregnancy unless a GP says otherwise.
What the best sellers claim, and what they leave out
On 19 October 2026 we read the first 20 unsponsored Amazon UK results for omega 3 fish oil and looked only at each listing's own copy: the product title, the About this item bullets, the product description and the specification tables. Carousels of other people's products were excluded, because a page-wide search on an Amazon listing will confirm almost anything you look for.
The numbers that came back:
- 16 of the 20 used heart wording somewhere in their own copy. Six of those 16 stated the 250 mg daily intake that the authorised heart claim is conditioned on.
- Five mentioned blood pressure. None of the five stated the 3 g daily intake that the blood pressure claim requires.
- Four mentioned triglycerides. None stated the 2 g daily intake that claim requires.
- 15 of the 20 gave both EPA and DHA in milligrams. Five did not, which leaves a buyer no way to check any threshold at all.
Two of the five quiet ones are large sellers. Solgar Omega-3 Triple Strength 950 mg, £45.02 on 19 October 2026, quotes the authorised sentence word for word in its bullets and gives no EPA or DHA milligram figure in its listing text. Vitabiotics Ultra Cod Liver Oil, number 8 across the whole department that day, gives no milligram figure either.
Two honest limits on that count. We read the listing text, so required wording that appears only on the physical carton or inside a pack photograph would not be caught here. And a listing using the word heart in marketing copy is not necessarily making the authorised claim in the regulated sense. What the count shows is how much of the legal arithmetic a buyer can do from the product page, which on this shelf is not much.
Common questions
How much omega-3 do I actually need a day?
For the heart, brain and vision claims the figure written into the regulation is 250 mg of EPA and DHA a day. The NHS does not put a milligram number on supplements at all. It asks for at least two portions of fish a week, one of them oily, around 140 g cooked per portion.
Why does a 2,000mg fish oil capsule not give me 2,000mg of omega-3?
The 2,000mg is the weight of the oil in the serving. EPA and DHA are two fatty acids within that oil, and on a standard jar they account for a bit over half of it. The Zipvit serving is a good example: 2,000 mg of oil carrying 660 mg of EPA and 440 mg of DHA.
Is vegan algae oil as good as fish oil?
It carries the same two fatty acids, so the same claims and the same thresholds apply to it. The practical difference on this shelf is dose and price. The algae oil here gives 450 mg a serving at 27.7p per 250 mg, against 1,100 mg a serving at 3.8p from the cheapest fish oil.
Can I just eat oily fish instead?
That is what the NHS advice is built around, and a 140 g portion of oily fish carries a good deal more than 250 mg. The NHS also sets a ceiling: girls, women planning a pregnancy and women who are pregnant or breastfeeding are asked to have no more than two portions of oily fish a week.
Sources
- Annex to Commission Regulation (EU) No 432/2012, list of permitted health claims, conditions of use for the EPA and DHA heart, blood pressure and triglyceride claims and the DHA brain and vision claims. Read 19 October 2026.
- Great Britain Nutrition and Health Claims Register, Department of Health and Social Care, the register of claims that may be made in Great Britain, spreadsheet dated 19 May 2026. Read 19 October 2026.
- Nutrition and health claims: guidance to compliance with Regulation (EC) 1924/2006, GOV.UK, on only authorised claims being usable and on meeting the register's conditions of use. Read 19 October 2026.
- NHS, Fish and shellfish nutrition, two portions of fish a week including one oily, the oily fish ceilings, and the vitamin A limit of 1.5 mg a day on fish liver oils. Read 19 October 2026.
Prices shown were read from Amazon UK on 19 October 2026 and move daily. Look Into is a participant in the Amazon EU Associates Programme and earns from qualifying purchases made through the links on this page, at no extra cost to you. Nothing here is medical advice, and supplements are not a substitute for talking to a pharmacist or GP about your own situation.