The Amazon dietary supplement policy enforcement now treats listings as regulated labels, requiring all ingredient names, weights, and conversions to match the Supplement Facts Panel exactly or risk deactivation.
The Amazon dietary supplement policy is cracking down on misleading ingredient claims, with enforcement beginning March 31, 2026. Sellers who previously relied on marketing storytelling or raw material equivalencies are suddenly exposed.
Non-compliant listings face immediate deactivation, and catching up can be a massive operational burden. Smaller brands with limited resources may struggle to meet the strict verification and third-party testing requirements.
Amazon Enforces New Policy, Putting Supplement Listings at Risk
Based on Luis Rijo’s PPC Land article, Amazon is enforcing its Amazon dietary supplement policy with a deadline, putting listings at risk if ingredient claims do not match Supplement Facts Panels. Sellers with inflated raw material weights or unverified ingredient claims may face deactivation across multiple ASINs.
The new rules cover all dietary supplements and require that every product detail page exactly match the information on the label. Images must show the full Supplement Facts Panel, the complete ingredient list, and any identifying codes like lot or serial numbers.
Sellers are required to review inventory and ensure all listing content meets the policy requirements. This includes checking titles, bullet points, descriptions, portion sizes, and weight specifications for consistency with the Supplement Facts Panel.
Additional requirements under the policy affect supplements in sports nutrition, weight management, sexual enhancement, and other categories. Third-party testing for heavy metals, microbial contamination, and pesticides must be performed by accredited labs to validate compliance.
Certain products are prohibited entirely under the policy, including those containing controlled substances, recalled ingredients, or unapproved disease claims. Sellers can access guidance through Amazon agency support and Seller Central resources to fix Amazon dietary supplement deactivation risks.
Key compliance requirements include:
- Matching all ingredient weights exactly to the Supplement Facts Panel
- Including portion sizes for each presentation format
- Updating titles, bullets, and descriptions to remove exaggerated claims
- Providing clear label images with all required product information
- Conducting third-party testing with accredited laboratories
Sellers who rely on marketing storytelling or inflated raw material claims must update their listings to avoid enforcement action. Maintaining verified documentation and structured audits is essential for compliance with the Amazon dietary supplement policy.
Misleading Ingredient Claims Could Trigger Amazon Listing Deactivations
Amazon is enforcing its Amazon dietary supplement policy, requiring every ingredient claim on a product detail page to match the Supplement Facts Panel in name, weight, and presentation. According to Vanessa Hung, CEO of Online Seller Solutions, listings containing misleading supplement claims may be deactivated starting March 31, 2026.
Sellers are prohibited from using creative math, marketing reinterpretation, or “equivalent raw material” storytelling. Any detail page content that does not align with the Supplement Facts Panel is considered misleading and at risk for removal.
Most deactivations will result from legacy copies that were never structurally audited against the label, rather than from defective products. Bullet points referencing raw material equivalents, titles implying higher potency than the Supplement Facts Panel, and descriptions mixing extract and source weight put listings in violation.
Amazon is shifting dietary supplements from a marketing-led category to a label-led category, emphasizing alignment between listing content and regulated labels. Sellers who have not performed an Amazon supplement listing audit may face exposure if the content does not accurately reflect the Supplement Facts Panel.
Amazon Dietary Supplement Testing Requirements Tighten
Amazon is rolling out an Amazon dietary supplement policy enforcement requiring all sellers of dietary supplements on the platform to use third-party testing, inspection, and certification organizations to demonstrate cGMP compliance. This expansion applies to all product categories, including those previously covered for sexual enhancement, weight management, bodybuilding, sports nutrition, and joint health products.
The rollout gives companies 90 days to initiate documentation requests with a TIC, though some sellers may be exempt if Amazon has already verified compliance through existing third-party sources or public databases. Sellers selling dietary supplements on Amazon must ensure their products meet these standards to maintain marketplace access.
The platform also launched the Compliance Fast-Track program, which allows Amazon to automatically validate certification from participating partners, reducing the need for sellers to submit compliance documents directly. Participating partners include BSCG, Clean Label Project, GRMA, Informed, NSF, and USP, streamlining Amazon supplement label compliance for enrolled sellers.
Industry experts note that issues with fraudulent products persist despite these measures, highlighting the importance of thorough documentation and verification. Combined with Amazon AI compliance monitoring, these requirements aim to increase accountability and transparency across all dietary supplement listings.
Amazon expands TIC cGMP requirement to all supplement products, plus fast-track option By Stephen Daniells"Tech giant Amazon is rolling out its requirements for all dietary supplement sellers on the platform to use a third-party testing, inspection, and certification (TIC) organization to demonstrate cGMP compliance, according to the American Herbal Products Association (AHPA)."
