Did you know that you can sell supplements on Amazon? You might not realize it, but one of the most profitable and competitive categories on Amazon is Health & Personal Care, particularly supplements.
Amazon has become the go-to platform for shoppers looking for anything and everything, from daily vitamins and herbal remedies to dietary supplements. With its vast customer base and trusted reputation, even supplements have found a successful market here, providing an incredible opportunity for sellers looking to expand their business.
In this guide, we’ll look at everything you need to know to get started with selling supplements on Amazon. We’ll cover compliance and regulatory requirements, how to get through the approval process, tips for optimizing your product listings, and proven strategies to stand out in a crowded marketplace.
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Selling Supplements on Amazon
With health and wellness now a top priority for people worldwide, particularly after the recent pandemic, the demand for health supplements has surged. In fact, the global natural health supplement market is estimated to reach $58.27 billion USD in 2024, with projections continuing to rise.
So, it doesn’t come as a surprise that one of the most popular and competitive categories on Amazon is Health & Personal Care, especially nutritional supplements. With Amazon’s reach and established trust, it’s an ideal marketplace for sellers to tap into this high-demand category.
What Does Amazon Consider as Supplements?
Amazon classifies dietary supplements as products designed to enhance daily nutritional intake. These can include vitamins, minerals, herbs, amino acids, and other substances, typically offered in tablets, capsules, powders, or liquid forms.
According to Amazon’s guidelines, supplements are expected to follow strict labeling and ingredient requirements. In the United States, the Food and Drug Administration (FDA) regulates these products under the Federal Food, Drug, and Cosmetic Act.
The FDA restricts dietary supplements from making disease claims or containing unapproved drug ingredients. Popular categories allowed on Amazon include vitamins, herbs, and sports nutrition supplements, which are often marketed for general wellness and fitness.
The Benefits of Selling Dietary Supplements on Amazon
With the surge in demand for health products, selling supplements on Amazon presents a unique opportunity for growth and profit. Below are the key advantages of selling supplements on Amazon:
- Amazon’s platform provides instant access to millions of health-conscious shoppers.
- Customers trust Amazon for quality and reliability, which can boost the credibility of your supplement brand.
- FBA sellers can use Amazon’s logistics network, allowing for fast and reliable delivery.
- Amazon’s ad tools let sellers target specific health and wellness audiences, increasing visibility.
- Amazon provides valuable insights on sales and customer behavior, helping you refine your strategy.
The Challenges of Selling Dietary Supplements on Amazon
While selling dietary supplements on Amazon offers great potential, it also comes with its own set of challenges. Below are some of the main obstacles sellers face in this competitive category:
- Advertising in the supplement category can be expensive, especially with intense competition from established brands.
- Amazon’s strict and regularly updated policies mean that any non-compliance can lead to immediate listing removal.
- The supplement category is highly saturated, making it difficult for new sellers to stand out without strong branding.
- Effective branding is essential to differentiate your product from hundreds of similar listings on the platform.
- Frequent updates to Amazon’s health product regulations require sellers to constantly monitor and adapt to stay compliant.
Understanding the Rules and Compliance for Selling Supplements on Amazon
One major challenge for Amazon supplement sellers is keeping up with Amazon’s strict, ever-evolving policies. Staying informed about dietary supplement guidelines, including FDA compliance and Amazon’s labeling standards, is essential to ensure smooth, uninterrupted sales.
Amazon’s Regulations and Requirements
Amazon enforces rigorous standards for dietary supplements to ensure compliance with safety and regulatory guidelines. Below is a breakdown of Amazon’s main requirements for supplement sellers:
FDA Compliance and cGMP Standards
All supplements sold on Amazon must adhere to the FDA’s regulations under the Federal Food, Drug, and Cosmetic Act. This includes manufacturing in facilities that follow Current Good Manufacturing Practices (cGMPs), ensuring products are consistently safe and accurately labeled.
Third-Party Testing and Verification
Sellers must conduct annual third-party testing on their supplements to confirm product quality, purity, and ingredient accuracy. Amazon requires that testing be performed by accredited agencies, such as NSF or Eurofins, and results must be submitted via the Manage Your Compliance dashboard to verify that:
- Products contain only listed ingredients.
- They are free from contaminants (e.g., heavy metals, microbes).
- They do not include undeclared pharmaceutical ingredients.
Labeling and Health Claims
Amazon maintains strict rules regarding supplement labeling. Product labels must include:
- A complete facts panel with ingredients.
- Clear identity statements and FDA disclaimers.
- Relevant product warnings, if applicable.
Labels must avoid any disease claims or unauthorized health benefits, as these are strictly prohibited by Amazon’s policies. Supplements claiming to cure or prevent diseases risk immediate listing removal.
| Parameter | Requirement |
|---|---|
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Product was produced in a facility that adheres to cGMPs as specified under 21 CFR parts 111/117 or an equivalent standard |
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Contaminant screen |
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Content claims verification |
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Active pharmaceutical ingredient screen |
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Product labeling and claims |
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Screening for Certain Supplement Types
Additional screening is required for supplements in categories like weight management, bodybuilding, or sexual enhancement to ensure they do not contain adulterants. Amazon’s policy mandates testing for specific contaminants outlined in recognized standards, such as NSF/ANSI guidelines, to ensure consumer safety.
Consequences for Non-Compliance
Non-compliance with Amazon’s dietary supplement policy can lead to immediate listing removals and further actions against the seller’s account. Amazon allows sellers a corrective action process if products fail to meet standards, enabling them to resolve issues and resubmit for approval to maintain compliance.
Finding High-Demand Supplements to Sell on Amazon
Once you’ve mastered Amazon’s compliance requirements, the next step is identifying high-demand, profitable supplements to sell. Amazon-focused research tools can greatly simplify this process, helping you discover products with strong customer interest and manageable competition.
To begin, use product research platforms like Helium 10. These tools allow you to filter for top-performing products within Amazon’s Health & Personal Care category, focusing on supplements with high search volume, low competition, and consistently positive reviews—all indicators of strong sales potential.
After shortlisting promising products, utilize a product tracking tool to monitor their performance over time. Tracking metrics like seasonal trends, pricing strategies, and customer demand allows you to refine your selection and focus on supplements with the best potential for sustained success.
Sourcing Reliable Supplement Manufacturers for Your Amazon Business
A reputable manufacturer is essential for maintaining quality and safety in the supplements you sell, especially given the industry’s strict regulatory requirements. A dependable supplier not only meets cGMP standards but also helps you uphold a reputation for high-quality products that customers trust.
Conducting a thorough evaluation of potential manufacturers ensures that your product remains compliant and well-regarded. To start, search online for “cGMP certified supplement manufacturers”, focusing on facilities with clear FDA compliance.
Then, for each manufacturer option, assess essential factors such as:
- Industry Standing: Look for suppliers with positive industry standing and a proven record in supplement manufacturing.
- Certifications: Check for cGMP certification and any additional quality control accreditations.
- Documentation: Choose suppliers who provide clear documentation, such as batch testing and ingredient sourcing information.
- Regulatory Adherence: Ensure the manufacturer understands and adheres to the FDA’s and Amazon’s regulatory standards for supplements.
To further refine your search, use tools like Jungle Scout, which can help you locate manufacturers already linked to similar, compliant Amazon products. By inputting an ASIN of a high-quality competitor, you can view potential suppliers and have confidence that these manufacturers are well-versed in regulatory compliance for Amazon and the FDA.
How to Get Approved to Sell Supplements on Amazon
If you’re interested in selling supplements on Amazon, understanding the approval process is crucial to avoid issues during your launch. Amazon’s supplement category is highly regulated, and navigating the approval steps correctly ensures your products meet Amazon’s strict standards from day one.
By getting your products approved ahead of time, you’ll prevent potential listing delays, reduce the risk of account suspensions, and create a smoother path for launching and scaling your supplement brand.
Steps to Get Approved to Sell Supplements on Amazon
1. Gather Necessary Documentation
Start by collecting essential documents, including proof of Good Manufacturing Practices compliance and any third-party testing certifications. Amazon requires documentation proving that your products are manufactured in an FDA-compliant facility, following strict safety and quality guidelines.
2. Complete Third-Party Testing
Amazon mandates that all supplements undergo testing from an approved third-party lab, such as NSF or Eurofins. This testing should verify that your product meets Amazon’s requirements for ingredient accuracy, absence of contaminants, and proper labeling. Keep records of these tests, as they will be submitted as part of your approval.
3. Label Your Products Accurately
Ensure your product labels include a clear facts panel, ingredient list, and necessary FDA disclaimers. Avoid any disease-related claims or health benefits that haven’t been approved by the FDA, as Amazon strictly prohibits these on supplement listings.
4. Submit Your Application Through Seller Central
Log in to your Amazon seller account on Seller Central and navigate to the Manage Your Compliance dashboard. Here, you can begin the application process by submitting your product documentation, third-party testing results, and labeling details for Amazon’s review.
5. Follow Up with Amazon’s Compliance Team
Amazon may request additional information or clarification, so monitor your account closely. If additional documents are needed, provide them promptly to avoid delays. Once Amazon confirms that all requirements are met, you’ll receive approval to list and sell your supplements.
6. Prepare for Ongoing Compliance
Amazon requires yearly re-verification for supplements, so set up reminders to complete new tests and submit updated documentation annually. This proactive approach will help you maintain compliance and avoid disruptions to your listings.
What to Do if You Get Rejected from Selling Supplements on Amazon
If Amazon rejects your supplement listing, don’t worry—many sellers face similar challenges, and it’s often possible to address the issues and reapply. Here’s a step-by-step approach to getting back on track:
1. Understand the Reason for Rejection
Amazon will usually specify the reason for rejection, whether it’s related to missing documentation, labeling errors, or policy violations. Carefully review these details to pinpoint where your product fell short of Amazon’s requirements, as this will help you address each issue effectively.
2. Address Compliance and Documentation Issues
Update all necessary documents to meet Amazon’s standards, including third-party testing results, GMP certifications, and accurate labeling. Supplements on Amazon are subject to strict regulations, so ensure your documentation is thorough, valid, and compliant with FDA guidelines.
3. Adjust Labeling and Claims if Necessary
Verify that your product label follows Amazon’s policies, including listing ingredients, displaying FDA disclaimers, and omitting any unapproved health or disease claims. If the rejection was due to labeling violations, ensure your label communicates accurate information that meets Amazon’s and the FDA’s standards for dietary supplements.
4. Take Accountability in Your Appeal
Amazon typically responds better when sellers acknowledge any mistakes. In your appeal, be transparent about the issue, explain why it happened, and describe the steps you’ve taken to prevent it from recurring. Amazon appreciates sellers who demonstrate a clear understanding of its policies and a willingness to comply moving forward.
5. Submit Your Revised Application and Monitor Account Health
Once you’ve addressed Amazon’s feedback, resubmit your application via the Manage Your Compliance dashboard. Amazon has strict account health standards, so it’s crucial to stay updated on compliance policies and monitor your account health metrics to prevent future issues.
15 Tips on Selling Dietary Supplements on Amazon
If you’re planning on selling dietary supplements on Amazon, there are strategies that can help you stand out and grow in this competitive market. Here are proven and tested tips to optimize your listings, increase visibility, and build customer trust for a successful supplement business on Amazon.
1. Strategic Timing for Launches
For a successful launch, consider timing your product release around the New Year when health-focused resolutions are popular. “New Year, new me” mindsets drive many customers to explore supplements, making January an ideal month for visibility and demand.
2. Use Competitive Pricing
As a new supplement brand, price can be a key differentiator. Launch with competitive pricing to build initial sales, improve your Best Seller Rank (BSR), and establish a strong organic ranking, which will benefit your brand long-term.
3. Enroll in Subscribe & Save
Enroll in Amazon’s Subscribe & Save program to foster repeat customers by offering a 5-10% discount on repeat orders. Products with 10% discounts see nearly double the conversions, building long-term customer loyalty with minimal effort.
4. Use Targeted Promotions
Use targeted discounts to convert cart abandoners or one-time buyers into consistent customers. These promotions give a final nudge, encouraging them to complete purchases and potentially increase their loyalty to your brand.
5. Consider Vine Reviews
Vine reviews can be beneficial for supplements that show quick results, as initial impressions help build trust early. For slower-acting products, focus on organic review growth to avoid negative reviews that could hurt your listing.
6. Optimize Main Image
Create a main image that catches attention by displaying key information, like potency and benefits, in bold fonts and prominent numbers. Large, easy-to-read details (e.g., “4500 mg” or “9 Organs”) can significantly increase CTR and help your product stand out.
7. Display Supplement Form
Showing the supplement form (pill, gummy, powder) in your images sets clear expectations and builds trust with shoppers. Knowing exactly what they’re buying can improve CTR by appealing to informed customers.
8. Emphasize Eye-Catching USP
Numbers like “10x Power” or “20x Strength” can increase the psychological appeal of your product, attracting shoppers looking for high-value options. Emphasizing potency or capsule count in numbers can boost engagement and differentiate your listing.
9. Offer Unique Product Features
Stand out by enhancing your product with features like unique flavors, increased potency, or added health benefits (e.g., vitamins for energy). These improvements add value to your product and appeal to health-conscious shoppers seeking quality supplements.
10. Clearly Display Ingredients
Shoppers value transparency, so include a detailed ingredient list on both your product label and images. This boosts trust, making shoppers feel informed and more likely to engage with your listing.
11. Place Keywords on Labels
For supplements, main keywords are often more important than brand names in capturing shopper attention. Position the main keyword in large, clear text on your label to attract interest from skimming shoppers searching for specific supplements.
12. Use AI Tools
AI tools like Perplexity can help confirm that your chosen product category has high growth potential and minimal saturation. Identifying low-competition categories with rising interest allows you to enter a promising niche with data-driven confidence.
13. Use Amazon PPC
Amazon PPC campaigns can significantly enhance the visibility of your supplement listings, positioning your product in front of a targeted audience. By strategically bidding on relevant keywords, you can attract more clicks, increase conversions, and improve your Best Seller Rank, helping to drive long-term organic sales growth.
14. Optimize Pricing
Research competitor pricing to avoid underpricing or overpricing, which could negatively impact sales. Setting a price within the market average for similar products ensures competitiveness and aligns with customer expectations.
15. Remove A+ Content
In high-risk categories like supplements, removing A+ content can prevent listing suspensions due to strict compliance checks. Simplifying your listing content helps maintain stable availability by reducing the likelihood of policy violations.
FAQs About Selling Supplements on Amazon
Mastering Supplement Sales as an Amazon Seller
Selling supplements on Amazon offers a lucrative opportunity, but success depends on careful preparation, strategic product listing optimization, and a commitment to compliance. From understanding Amazon’s guidelines to creating a standout listing with effective visuals and competitive pricing, this guide has covered essential steps to help you excel in the supplement category.
As an Amazon seller, staying ahead requires continual refinement of your product listing and marketing strategies. Keep these tips handy, remain proactive about updates to Amazon’s policies, and utilize tools like PPC and Subscribe & Save to boost your visibility.
With a focus on quality, transparency, and customer trust, your supplements can thrive in the Amazon marketplace and contribute to your brand’s long-term success.
Need help optimizing your supplement listings? Our Amazon agency specializes in guiding sellers like you through every step of building a high-performance product listing. Contact us today to start driving your supplement brand’s success on Amazon!
