The Secret to Selling Supplements on Amazon (Full 2025 Guide)

Thinking of selling supplements on Amazon?

Not a bad idea (at all), but there’s a caveat: you really need to pay attention to both regulations and how you market them.

Here’s what you need to know about this.

Policy, Rules, And Regulations For Supplements On Amazon

Amazon’s current policies regarding dietary supplements are primarily communicated through their Seller Central platform, with updates emphasizing the need for third-party verification and compliance to ensure product safety and regulatory adherence.

Effective April 2024, Amazon requires dietary supplement products to be verified through an approved Testing, Inspection, and Certification (TIC) organization before they can be listed for sale. Sellers must initiate this process via the Manage Your Compliance dashboard, selecting the appropriate test for each product.

Once a product passes the verification, it becomes eligible for sale on Amazon. This policy update applies specifically to categories such as sexual enhancement, weight management, sports nutrition, and bodybuilding supplements, with plans to expand to the entire dietary supplement category throughout 2024.

Amazon emphasizes that products must be tested by an approved TIC organization, which includes entities like NSF International, UL Solutions, and Eurofins, to demonstrate compliance with safety standards. Sellers are responsible for submitting the necessary documentation, including lab test results, to verify that their products meet Amazon’s safety requirements. Failure to comply by the specified deadlines can result in product removal.

The policy update aims to improve transparency and consumer safety but introduces potential challenges for sellers, including higher costs associated with testing and certification, increased barriers to entry for smaller brands, and the need for ongoing compliance management. Amazon has stated that listings requiring verification will be flagged in the Compliance dashboard, with deadlines for submission clearly indicated.

Additionally, Amazon has clarified that not all dietary supplements are immediately subject to these requirements, but the scope will broaden over time to encompass the entire category. Sellers are advised to proactively test their products to avoid suspension or removal of listings.

In summary:

• Starting April 2, 2024, dietary supplements in certain categories must undergo third-party testing via an approved TIC organization.
• Sellers must submit test results through the Manage Your Compliance dashboard.
• Products are eligible for sale only after passing verification.
• The policy is set to expand to all dietary supplements throughout 2024.
• Non-compliance can lead to listing removal, emphasizing the importance of timely testing.

For detailed guidance, Amazon recommends visiting the Dietary Supplements Help page and monitoring updates via Seller Central announcements.

What Are The Types Of Supplements Amazon Covers With Their Policy?

Amazon’s dietary supplement policy covers a broad range of supplement types, defined in alignment with FDA regulations. According to Amazon’s official guidance, the following types of supplements are included under their policy:

• Vitamins
• Minerals
• Herbs or Other Botanicals
• Amino Acids
• Dietary Substances used to supplement the diet by increasing total dietary intake
• Concentrates, Metabolites, Constituents, Extracts, Or Combinations of the above ingredients

These supplements can be sold in various forms, such as powders, pills, capsules, liquid drops, and oral sprays. Amazon’s policy specifically mentions that supplements may be marketed for functions including, but not limited to:

• Sexual enhancement
• Weight management
• Bodybuilding
• Sports nutrition
• Joint health

Amazon’s requirements apply to all ingestible dietary supplements that fall under these definitions and use cases. Products must not make disease claims or contain undeclared drug ingredients or articles that are approved as new drugs. All supplements must also comply with manufacturing, labeling, and ingredient verification standards as set forth by Amazon and the FDA.

How To Source Supplements For Your Amazon Store

Assuming you have decided to start selling supplements on Amazon, the next step is sourcing products that meet Amazon’s requirements (and, of course, overall product quality demands). Here are the two golden tips for sourcing dietary supplements for your store:

Assess If They Are In High Demand

To determine if a supplement is in high demand, start by conducting thorough market research. Use tools like Amazon Best Sellers, keyword research platforms, and Google Trends to analyze which supplements are popular among consumers. Look for products with consistent sales rankings and high search volumes, as these indicate sustained demand. Additionally, reading customer reviews and monitoring emerging health trends can help you identify new opportunities in the supplement market.

Another effective strategy is to evaluate your competition. Identify brands or products already dominating specific niches and assess their strengths and weaknesses. Consider offering a unique selling point, such as organic certification, vegetarian formulas, or sustainability-focused packaging, to differentiate your product. Ensuring you cater to a proven demand while addressing gaps in the market will help you source the right supplements for your store.

Supplement Manufacturer Reputation

When selecting a supplement manufacturer, their reputation should be a top priority. A trusted manufacturer will adhere to high-quality production standards, such as Good Manufacturing Practices (GMP). Check for certifications, third-party testing, and transparent labeling to ensure that their products meet safety and efficacy standards. Research online reviews, testimonials, and case studies to gauge the manufacturer’s credibility and track record in the industry.

Working with a reputable manufacturer not only protects your brand’s reputation but also ensures customer trust and satisfaction. A supplier that prioritizes quality and ethical practices minimizes the risk of recalls or negative feedback, saving you potential losses in the long run. Prioritizing a manufacturer that aligns with your values, whether in sustainable production or innovative formulations, can fortify your store’s brand identity and customer loyalty.

Latest Compliance Requirements For Selling Supplements On Amazon

Staying updated on Amazon’s compliance requirements is essential to ensure the smooth and successful sale of supplements on their platform.

Labeling

Proper labeling is a critical compliance requirement when selling supplements on Amazon. Your product labels must include accurate descriptions, ingredients, dosage instructions, and any necessary warnings to meet both Amazon’s guidelines and regulatory standards. Clear, detailed, and truthful labeling helps build customer trust while avoiding potential penalties, listing removals, or other issues on the platform.

Ingredients

When listing supplements on Amazon, ensuring the ingredients are clearly identified and compliant with regulatory requirements is essential. All active and inactive ingredients must be accurately disclosed on the product listing and label. This not only helps customers make informed purchasing decisions but also safeguards your business from potential violations of Amazon policies or legal standards. Providing full transparency about ingredients demonstrates credibility and fosters consumer trust.

Marketing Claims

When crafting marketing claims for your products on Amazon, it is crucial to ensure that all statements are truthful, substantiated, and compliant with regulations. Misleading or exaggerated claims can result in customer dissatisfaction, harm your brand’s reputation, and potentially lead to dietary supplements policy violations.

Focus on highlighting the genuine benefits and features of your product, using clear and specific language that resonates with your target audience while staying within legal and ethical guidelines.

How To Get Approved To Sell Supplements On Amazon

To get approved to sell supplements on Amazon, there are several key steps and criteria that must be met to comply with Amazon’s policies and ensure a smooth application process. Below is a detailed guide to help you through the process:

1. Obtain Necessary Documentation

Amazon requires sellers to provide specific documentation to verify the safety and compliance of the supplements being sold. These documents typically include:

• Certificate of Analysis (COA): A COA should be issued by an accredited laboratory and verify the dietary ingredients and quality of your product. It must include product name, batch/lot number, and testing methods used.
• GMP certification: If manufacturing your supplement, ensure your facility is registered and complies with Good Manufacturing Practices (GMP), as outlined by the FDA or relevant regulatory bodies.
• Product label compliance: Ensure your product labeling follows FDA guidelines, including accurate ingredient lists, allergen warnings, and clear, truthful claims.

2. Ensure Product Compliance

Amazon has stringent requirements to ensure all products sold on its platform are safe for consumers. Make sure your supplements comply with the following:

• Regulatory standards: Your products should meet all applicable federal and local regulations, such as those outlined by the FDA in the United States.
• Ingredient restrictions: Check Amazon’s restricted products list and ensure your product does not include any prohibited ingredients.
• Health claims: Avoid making unverified claims about your supplements curing diseases or providing unrealistic outcomes, as this can delay your approval.

3. Create A Comprehensive Product Listing

Your Amazon listing must be professional, accurate, and adhere to Amazon’s listing guidelines. Focus on:

• High-quality product photos: Use sharp, clear images of your product from multiple angles, including close-ups of the label.
• Compelling descriptions: Highlight key benefits, uses, and unique selling points. Ensure descriptions are fact-based and comply with advertising policies.
• Keywords and titles: Optimize your listing by including relevant keywords to enhance visibility during consumer searches.

4. Submit Your Application

Once all the necessary documentation is prepared and your product meets Amazon’s compliance standards, you can begin the application process:

• Log in to your Amazon Seller Central account and go to “Add a Product.”
• If your supplement falls under restricted categories, upload the required documents when prompted.
• Double-check your submissions for accuracy to avoid rejection.

5. Maintain Ongoing Compliance

Even after your product is approved, maintaining compliance is crucial to continue selling on Amazon successfully. Keep all documentation up-to-date, monitor your product reviews for any quality concerns, and adhere to any new policy changes issued by Amazon.

By carefully following these steps and paying attention to every detail, you can increase your chances of approval and build a successful supplement business on Amazon.

The Benefits Of Selling Supplements On Amazon

As shown before, selling supplements on Amazon might feel complicated (especially considering the regulations), but it does provide a good series of advantages, such as:

Customer Reach Without Requiring Significant Infrastructure Investments

Amazon is one of the largest e-commerce platforms with millions of daily visitors. Selling supplements on Amazon allows you to tap into a vast customer base, increasing the visibility of your products and reaching health-conscious buyers worldwide.

Streamlined Fulfillment Options

With Fulfillment by Amazon (FBA), sellers can enjoy streamlined logistics and storage solutions. Amazon takes care of shipping, handling, and customer service, allowing you to focus more on growing your business.

Built-In Trust And Credibility

Amazon’s platform is trusted by millions of shoppers due to its strict review and rating systems. Listing your supplements on Amazon provides instant credibility, as customers are more likely to purchase products from a platform they trust.

Access To Analytics And Insights

Selling on Amazon provides access to powerful analytics tools. These resources allow you to monitor sales performance, understand customer behavior, and optimize your listings for better results.

Scalability For Your Business

Amazon’s infrastructure supports businesses of all sizes, helping you easily scale operations as demand for your supplements grows. Whether you’re just starting out or already established, the platform allows for expansion if you’re willing to put in the work.

The Health Supplements Marketing Overview

The landscape of health supplements is ever-expanding, mirroring the rising tide of consumer consciousness around wellness and disease prevention. This burgeoning market spans a diverse array of vitamins, minerals, and herbal concoctions designed to meet the unique demands of health-focused individuals.

There is no shortage of brands selling vitamins and health supplements on Amazon, that’s for sure. Two of the most famous examples include:

• Olly: A wellness brand known for creating vitamins, supplements, and gummies that make health simple and enjoyable. Olly focuses on delivering essential nutrients in fun, flavorful formats, helping people incorporate wellness into their daily routines with ease and convenience.

• NatureWise: A health and wellness company offering a range of natural supplements, including probiotics, omega-3s, and vitamin D. NatureWise prioritizes high-quality, sustainably sourced ingredients to support overall health and promote a balanced, natural lifestyle for its customers.

It is, without doubt, a competitive and highly regulated area. But profitability isn’t impossible–on the contrary. It hinges on visibility and trust, which means Amazon PPC emerges as a linchpin for brands vying for supremacy. The online giant’s marketplace pulses with potential; here savvy PPC campaigns can catapult a brand from obscurity to omnipresence.

Strategic Amazon PPC advertising not only boosts sales but also fosters customer fidelity through targeted keyword ads that resonate with specific demographics and interests.

• Crafting an adept Amazon PPC strategy propels your products into the spotlight,
• Engages shoppers with precision-targeted promotions,
• And navigates them seamlessly towards making informed purchasing decisions.

This approach ensures relevance at every turn—spurring growth in both revenue and loyal patronage. In essence, mastering Amazon’s advertising ecosystem becomes synonymous with securing a thriving foothold in the dynamic world of health supplements.

Last, but not least, it is worth mentioning that doing Amazon PPC for SEO is, in fact, a valid approach. In Amazon SEO, PPC and SEO are quite tightly connected (because of the signals Amazon deems as useful to determine the quality of a product listing) — so investing in PPC to give your SEO a boost is a great idea.

!Pro tip: Want to make sure Amazon won’t reject your PPC ads? Here’s a guide for that.

Keyword Research For Supplements

If you sell health supplements on Amazon, nailing your keyword research is more than just an advantage—it’s a must.

The secret? Pinpointing those golden keywords that connect your supplements to the shoppers who need them. It’s about visibility and relevance, ensuring your products stand out in a sea of choices.

“In this competitive niche, I unearthed success by targeting under-the-radar, long-tail terms. This strategy led to thousands of top listings, bypassing high-cost keywords.” – Mina Elias

These tools are your crystal ball into search volumes, competition levels, and CPCs. Don’t skip on analyzing competitors’ PPC campaigns either—it’s a treasure trove for uncovering new opportunities.

Remember, keyword research is a dynamic journey. With consumer preferences and market trends constantly evolving, regular reviews and updates to your keyword list are essential to stay ahead in the competitive health supplements industry.

Embarking on your keyword journey? Here’s your roadmap:

Start With A Brainstorming Session

Begin by brainstorming keywords that align with your health supplement products. Consider terms that your audience might use when searching for products like yours. Think about the benefits your supplements offer, their pharmaceutical ingredients, and any specific categories they fall under (e.g., vegan, gluten-free, or energy-boosting). Writing these ideas down will give you a strong starting point for building your keyword strategy.

Use Powerful Tools To Discover Keywords

Leverage tools like Sonar, Helium 10, or Scientific Seller to uncover high-performing keywords in your product category and niche. These platforms analyze search data to identify terms that are most relevant and in demand. They can also provide insights into search volume, competition levels, and related keywords, helping you fine-tune your campaign for optimal results.

Analyze Competitors’ PPC Campaigns

Keep an eye on your competitors’ PPC efforts. What keywords are they targeting in their ads? Tools like Helium 10 or SpyFu can help you uncover this information. By understanding their strategy, you can identify opportunities to target untapped keywords or refine your own approach. Competitor research can often reveal trends or gaps in the market that you may not have noticed.

Keep Your Keyword List Fresh And Relevant

The health supplement market is constantly evolving, and so should your keyword strategy. Regularly revisit your list to add new terms based on emerging trends, customer feedback, or seasonal demands. For example, if a new popular ingredient or health trend arises, make sure to include related keywords to stay ahead of the curve.

Focus On Long-Tail Keywords For Cost-Effective Results

If top keywords in your niche are too competitive or expensive, shift your attention to long-tail keywords. These are longer, more specific phrases that may have lower search volume but often attract highly targeted customers. For example, instead of targeting “protein powder,” try using “plant-based protein powder for weight loss.” Long-tail keywords can help you connect with customers who are further along in their buying journey and more likely to convert.

How To Be Successful When Selling Supplements On Amazon

Regulation is one thing, but being really successful on Amazon is a layered strategy. Here are some of the best practices we suggest you keep in mind (based on our experience at Trivium working with this niche):

Time Your Launches Intelligently

Launching your supplements at the right time can significantly impact your sales and overall success on Amazon. Pay attention to seasonal trends, market demands, and competitor activity to determine the most strategic timing for your product release.

For example, supplements targeting immune health might perform better during colder months, while fitness-related products often see a surge in demand at the start of the year. By aligning your launches with these patterns, you can maximize visibility and customer interest.

Use Competitive Pricing

A competitive pricing strategy is crucial for standing out in the crowded Amazon marketplace. Researching your competitors’ prices and understanding market benchmarks can help you set a price that appeals to customers while maintaining profitability. Striking the right balance between affordability and value ensures that your product remains attractive and competitive without sacrificing your margins.

Enroll In Subscribe & Save

Subscribe & Save is a program that allows customers to subscribe to receive recurring deliveries of your product, saving them time and hassle while also potentially boosting your sales. By enrolling in this program, you make it easier for customers to purchase your product regularly, increasing customer loyalty and retention.

Use Retargeting Ads And Email Marketing

Retargeting ads remind customers you’re “there.” When someone views your product but doesn’t complete their purchase, retargeting ads can show up on other websites visited by that customer, reminding them of your product and encouraging them to come back and buy it. Similarly, email marketing can target customers who have abandoned their cart or haven’t made a purchase in a while, offering promotions or discounts as incentives for them to make a purchase.

Invest In Amazon Vine Reviews

Amazon Vine reviews are a program where Amazon invites trusted and verified reviewers to provide honest feedback on new or pre-released products. By participating in Amazon Vine, sellers can gain detailed and credible reviews that help build trust and attract potential buyers. These reviews are marked as “Vine Voice,” which adds credibility and can significantly impact purchasing decisions, as customers often rely on authentic feedback when shopping online.

Make Sure Your Main Image Is Optimized

An optimized main image is crucial as it serves as the first impression for potential buyers browsing through products. It should be high-quality, clear, and accurately represent the product to capture attention and build trust. Meeting Amazon’s image requirements, such as having a white background and showing the product comprehensively, can enhance visibility and improve click-through rates, ultimately driving more sales.

Showcase USP And Supplement Form

Highlighting your product’s Unique Selling Proposition (USP) and its supplement form is essential for standing out in a competitive market. The USP distinguishes your product from others, emphasizing its unique benefits or features, while showcasing the supplement form provides clarity to customers about how the product is consumed or applied. Together, these elements help build customer trust and improve purchase decisions.

Do keep in mind that your USP needs to be truthful and believable to avoid any potential legal issues. Additionally, highlighting the supplement form also allows customers to easily identify your product among others on the shelves or online platforms.

Be Crystal Clear About Ingredients

Clearly highlighting the ingredients in your product is vital to gaining consumer trust and ensuring transparency. By providing a detailed and straightforward description of the ingredients, customers can make informed decisions while feeling confident about the product’s safety, quality, and suitability for their needs. This approach not only addresses potential regulatory concerns but also reinforces credibility and authenticity.

Use Keywords On Labels

Including relevant keywords on product labels is essential for capturing the attention of consumers and ensuring the product stands out in a competitive market. Keywords should reflect the product’s unique features, benefits, and target audience preferences, making it easier for customers to identify and connect with the product.

Don’t Use A+ Content

Avoiding the use of A+ content ensures that the focus remains on clear, concise, and straightforward communication. By prioritizing simplicity over highly stylized designs or excessive details, brands can provide essential information without overwhelming or distracting the audience. This approach fosters transparency and allows the product’s key benefits and features to shine through.

Optimize Your Product Listings

In the bustling marketplace of Amazon, standing out with your health supplement offerings is paramount. Crafting an optimized product listing is not just a nicety—it’s a necessity for those aiming to climb the ranks and capture customer interest. It’s about striking that perfect chord between informative content and strategic keyword placement, ensuring that when potential customers search, it’s your product they find.

High-quality images are pivotal in this visual symphony; they must sing to prospective buyers by showcasing the supplement in all its glory—from packaging to unique selling points.

Pricing too plays its part—keep it competitive to hit the right note with shoppers while amassing positive reviews which act like applause for your brand’s performance on stage.

• Maintain clarity and conciseness throughout your listing.
• Showcase benefits and features without overwhelming readers with jargon.
• Avoid overstuffing keywords at the expense of readability or relevance.

Your ultimate aim? To orchestrate a seamless shopping experience that resonates so well with consumers that it not only leads to conversions but also sustains a flourishing Amazon PPC campaign.

Optimize Your PPC Campaigns

Launching a successful ad campaign on Amazon for health supplements is more than just a necessity—it’s an art. With the right blend of Amazon PPC tactics, your products won’t just appear; they’ll captivate and convert. Let’s dive into how you can harness Sponsored Brands, Sponsored Products, and Product Display Ads to create campaigns that resonate with your audience.

Begin with precise keyword research—this step is non-negotiable as it lays the groundwork for targeting success. Mix broad terms with specific long-tail keywords to capture diverse shopper intents related to your supplements.

• Analyze performance data regularly; this isn’t set-it-and-forget-it territory.
• Optimize bids and budgets based on insights gathered from real-time metrics.
• Create compelling ad copy paired with stellar product images—these are your hooks in the vast sea of options available to consumers.

In essence, a well-crafted PPC strategy is not just about visibility but relevance and connection too—a symphony where each note contributes to the overall harmony leading shoppers straight to your checkout page.

Budgeting and Bidding Strategies

Mastering the art of budgeting and bidding is a game-changer in the bustling arena of Amazon PPC for health supplements. Picture this: your ads, perfectly poised to capture attention amidst a sea of competitors, all because you’ve harnessed these strategies to their full potential.

• A well-crafted budget isn’t just about spending limits; it’s your strategic blueprint. It empowers you with agility—test, learn, refine—and positions you at the forefront of market trends.
• Bidding is where precision meets opportunity. Whether choosing automated for its ease or manual for control, each click is an investment in visibility and conversion—a step closer to triumph on the sales charts.

In essence, when budget meets bid in perfect harmony, magic happens: traffic surges, sales soar. Your listings become beacons of success as they climb rankings and captivate shoppers. This isn’t just advertising; it’s orchestration at its finest—where every note resonates with purpose and every strategy sings with results.

Optimizing Your Amazon PPC Campaigns

In the bustling health supplements market on Amazon, fine-tuning your PPC campaigns is not just a good practice—it’s essential for staying ahead. It’s about striking that perfect chord between data-driven decisions and creative marketing strategies to amplify your product’s presence.

Dive into the analytics with a critical eye; scrutinize click-through rates (CTR), conversion rates, and return on ad spend (ROAS). These metrics are like the pulse of your campaign—monitoring them helps you identify what resonates with customers and where there’s room to scale up success.

Tailoring each campaign requires agility—a blend of adjusting keyword bids here, tweaking daily budgets there or experimenting with new ad placements can make all the difference in connecting with potential buyers.

• Bid smartly: Refine keyword bids based on performance insights.
• Budget wisely: Allocate funds effectively to maximize exposure without overspending.
• Creative testing: Experiment with different ad creatives to find what sparks interest among shoppers.

The ultimate aim? To harmoniously balance maximizing ROAS while scaling ad spend strategically—keeping you competitive and ensuring robust sales within this dynamic marketplace.
Continuous analysis paired with nimble adjustments will keep your campaigns performing like a well-conducted symphony amidst the ever-changing rhythms of Amazon PPC advertising for health supplements.

Scaling and Maintaining Success

In the ever-expanding wellness arena, your edge lies in agility—fine-tuning Amazon PPC campaigns is not just a task but an art. Imagine sculpting your strategy with precision: analyzing data trends, recalibrating bids, refining budgets, and honing in on target demographics. It’s this meticulous approach that keeps you ahead of the curve.

• Dive deep into keyword research; it’s the compass that guides potential customers to your health supplements amidst a sea of options.
• Place ads strategically where they resonate most—a reflection of understanding customer journeys.
• Craft ad copy that speaks directly to hearts and minds, turning viewers into loyal patrons.

Your mission? To connect. When each ad feels like a personal invitation rather than a broad announcement, conversions climb. This isn’t just about selling products—it’s about nurturing relationships that flourish over time. Your success story is written one click at a time as you adapt swiftly to market shifts while keeping your brand promise consistent and clear. That’s how you sustain momentum in this dynamic marketplace—by being visible, relevant, and irresistibly engaging.

Concluding Insights

Embarking on the journey of selling health supplements on Amazon, you’ve now traversed through a landscape rich with opportunity. With the insights shared here—spanning market analysis to keyword finesse and product enhancement—you’re poised for triumph in an ever-burgeoning wellness arena.

The key? Stay nimble, stay informed. As consumer needs evolve and competition intensifies, your agility in adapting strategies will be paramount. Harnessing the power of Amazon PPC is not just about clicks; it’s about connecting with your audience, understanding their quest for health, and delivering solutions that resonate.

Let each trend be a stepping stone towards innovation; let every customer interaction refine your approach. Remember: success is not static—it’s a dynamic dance with market rhythms.

• Navigate wisely,
• Optimize relentlessly,
• Innovate continuously.

Your path to marketplace dominance is clear. Go forth and prosper!

FAQs