How to Sell Supplements on Amazon Successfully?

Amazon is a thriving ecosystem teeming with opportunities for sellers. One lucrative niche stands out: health—particularly in dietary supplements. With wellness trends driving consumer demand to unprecedented heights, the supplement market has thrived.

The global nutritional supplements market was valued at approximately $481.28 billion in 2024 and is projected to reach between $510.40 billion and $816.57 billion by 2033, growing at a compound annual growth rate (CAGR) of 6.05% during this period. 

The U.S. dietary supplement market is projected to exceed $70 billion by 2031, indicating substantial growth potential.

These numbers offer sellers a golden opportunity to capitalize on this growing industry.

However, selling supplements on Amazon requires more than enthusiasm—it demands regulatory knowledge and strategic execution.

From securing approval and navigating regulatory hurdles to implementing winning strategies and leveraging the platform's advertising tools, this comprehensive guide equips you with the knowledge you need on how to sell supplements on Amazon.

The Supplements Market on Amazon

In 2022, 36% of adults said that they would like to eat more healthily. With this additional interest in health, coupled with the convenience of online shopping and the range of products available, it doesn’t come as a surprise that consumers increasingly turn to online platforms to access diverse nutritious options, ranging from organic produce to specialized dietary products.

Amazon has become a go-to destination for consumers looking to purchase dietary supplements. Total sales of vitamins, minerals, and supplements (VMS) on the platform amounted to US$12.6 billion in 2023, growing by 8.5% from the year prior.

One key retail trend is the rising demand for natural and organic products, from makeup and skincare to food and supplements. Consumers are becoming more conscious about the ingredients they put into their bodies, leading to a proliferation of supplements made from natural sources such as herbs, botanicals, and plant extracts.

In the VMS market, this includes collagen and plant- or animal-based products in the protein and meal replacements subcategory. Products in this subcategory ranked first in terms of VMS sales on Amazon, amounting to a total of nearly US$1.6 billion in 2023.

However, along with this consumer interest comes seller competition in the overall Amazon beauty marketplace, where makeup, skincare, and health fall under. It offers an array of supplemental products—from vitamins and minerals to protein powders and herbal supplements. Because of this, you need strategic differentiation and effective marketing to stand out in the crowded marketplace.

Amazon’s Policy for Dietary Supplements

Amazon has a comprehensive policy governing the sale of dietary supplements to ensure product safety, regulatory compliance, and consumer trust. Below are the key aspects of the policy:

1. Good Manufacturing Practices (GMPs):

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• All dietary supplements must be manufactured in facilities compliant with current Good Manufacturing Practices (cGMP), as outlined by the FDA or equivalent regulatory bodies.

2. Product Testing and Certification:

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• Third-Party Testing: Sellers must submit dietary supplement products for testing through an approved third-party Testing, Inspection, and Certification (TIC) organization, such as NSF International, Eurofins, or UL.
• Certificates of Analysis (CoAs): These must be provided directly to Amazon from the testing laboratory and not from the seller.
• Testing Requirements: Products must:
  • Be free of harmful contaminants.
  • Contain only the ingredients listed on the label.
  • Exclude undeclared active pharmaceutical ingredients.

3. Prioritized Supplement Categories:

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Amazon strictly regulates supplements in these categories:

• Weight Management: Claims for fat burning or metabolism support.
• Sexual Enhancement: Supplements for performance or libido.
• Sports Nutrition: Products boosting athletic performance or energy.
• Bodybuilding: Supplements for muscle growth and recovery.

4. Labeling and Claims:

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• Truthful Representation: All supplement labels and marketing materials must accurately reflect the product's contents and intended use.
• Prohibited Claims: Sellers must not make unsubstantiated claims like medical or health benefits that could mislead consumers or violate FDA regulations.
• Ingredient Transparency: A full list of ingredients must be clearly mentioned on the product label.

5. Documentation Requirements:

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Sellers must provide the following:

• Product images showing labels with supplement facts.
• Proof of compliance with cGMP standards.
• Third-party certifications, if applicable.
• Documentation of product testing and verification.

6. Restricted and Prohibited Ingredients:

Amazon prohibits the sale of dietary supplements containing certain restricted ingredients or substances banned by regulatory agencies, including those deemed unsafe or harmful.

7. Compliance and Enforcement:

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• Non-compliance with the policy can lead to product listing removal, account suspension, or other penalties.
• Amazon's Manage Your Compliance dashboard assists sellers in meeting these requirements.

How to Sell Supplements on Amazon?

As Amazon prioritizes consumer safety and compliance with regulatory requirements, understanding the steps and requirements for approval is essential, especially for new sellers. This section guides you through the process of how to sell supplements on Amazon.

1. Conduct Thorough Market Research

Before you sell supplements on Amazon, gather enough information by conducting comprehensive market research and identifying profitable niches by analyzing demand and competition.

Evaluate your competitors to understand market dynamics, pricing strategies, and consumer preferences. This research informs product selection and marketing strategies, positioning sellers for success in the competitive supplement market.

2. Navigate Amazon’s Requirements for Supplements

Selling dietary supplements on Amazon requires strict adherence to the platform's policies to ensure product safety, quality, and consumer protection. These regulations help maintain a trustworthy marketplace and ensure compliance with industry standards.

Compliance with Amazon's Policies

Amazon has specific rules that sellers must follow when listing dietary supplements. These include:

1. Testing and Certification Requirements

• Third-Party Testing: Amazon mandates that supplements be tested by approved Testing, Inspection, and Certification (TIC) organizations such as NSF International, Eurofins, or UL.
• Certificates of Analysis (CoAs):
  • Sellers cannot submit CoAs directly. The testing labs must provide the results to Amazon.
  • CoAs should confirm that the product contains only the ingredients listed on the label and is free from harmful contaminants or undeclared active pharmaceutical ingredients (APIs).
• Manage Your Compliance Dashboard: This Amazon tool guides sellers through the testing and compliance process.

2. GMP Compliance

• Products must be manufactured in facilities that adhere to current Good Manufacturing Practices (cGMP), ensuring consistent quality and safety. Sellers must provide documentation to verify cGMP compliance.

3. Accurate Labeling

Product labels must include a full ingredient list, clear serving sizes, usage instructions, and the manufacturer or distributor's name and address. All claims must be accurate and evidence-based, as misleading or unverified health claims are strictly prohibited.

4. Prioritized Categories Amazon enforces heightened scrutiny for the following supplement categories:

• Weight Management: Products claiming to aid weight loss, fat burning, or metabolism.
• Sexual Enhancement: Supplements marketed for improving libido or sexual performance.
• Sports Nutrition: Products that claim to enhance athletic performance, promote muscle growth, or boost energy levels.

FDA and Regulatory Guidelines

After conducting market and product research, understand the platform you'll be using. Delve into FDA regulations pertinent to supplement sellers, covering aspects such as safety evaluations and labeling requirements under the Dietary Supplement Health and Education Act of 1994 (DSHEA). 

Next, explore Amazon's distinct policies and guidelines when selling supplements, ensuring adherence to platform policies to facilitate a smooth approval process and ongoing compliance with Amazon's standards for supplement listings. Existing sellers must comply with local laws and product safety.

Key requirements include:

• Compliance with the following regulations and standards:
  • 21 CFR 101.36 - Nutritional Labeling of Dietary Supplements
  • 21 CFR 111 - Current Good Manufacturing Practice (cGMP) in manufacturing, packaging, labeling, or holding operations for dietary supplements
  • 21 CFR 117 - Current Good Manufacturing Practice (cGMP), Hazard Analysis, and Risk Based Preventative Controls (HARPC) for Human Food
• Additional requirements for supplements intended for sexual enhancement, weight loss, weight management, sports nutrition, and bodybuilding:
  • Evidence of product enrollment or participation in a third-party quality certification program, or:
    • Good Manufacturing Practice (GMP) certificate- demonstrates compliance with current good manufacturing practices according to standards 21 CFR 111 and 21 CFR 117
    • Certification of Analysis (COA)- ensures all claimed ingredients were issued by an ISO/IEC 17025-accredited laboratory or an in-house laboratory compliant with current GMPs
  • Certificate of analysis of specific compounds
  • Product Packaging Picture- clear images of supplement or nutritional fact labels or panels, with ingredient lists and manufacturer details

Restricted Products

Amazon prohibits or restricts certain ingredients and supplements sales to safeguard consumers.

1. Prohibited Ingredients

• Products containing substances banned by regulatory authorities, such as ephedra, DMAA (1,3-dimethylamylamine), or yohimbine, are not permitted.
• Undeclared active pharmaceutical ingredients (APIs) are strictly forbidden.

2. Restricted Ingredients

• Ingredients with regulatory limitations (e.g., caffeine content, certain botanicals) may be allowed but require proper labeling, documentation, and proof of safety.

3. Misbranded or Adulterated Products

• Products failing to meet Amazon's quality standards, including those with incorrect labeling or unverified claims, are not allowed.

3. Find Reputable Suppliers on Amazon

Finding reputable suppliers requires more than just looking at product listings. Conduct thorough research by:

• Verifying Supplier Credentials: Ask for certifications such as GMP, NSF, or other relevant certifications that prove the supplier adheres to health and safety standards.
• Requesting Samples: Before committing to a bulk order, always request product samples to evaluate quality.
• Supplier Reviews: Look for feedback from other sellers to understand their experience. Choose suppliers with a track record of reliability, quality control, and timely deliveries.
• Supplier Communication: Choose a supplier who communicates clearly and promptly. Effective communication is key to managing expectations and resolving any issues quickly.

4. Prepare Necessary Documentation

You can make the process more seamless by ensuring you’ve compiled all required documents for the approval process, including COAs, product labeling, and manufacturing practices. Accurate and complete submissions help demonstrate compliance with regulatory standards and expedite the approval process.

Use the 'Manage Your Compliance' Dashboard:

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• The Manage Your Compliance dashboard in Seller Central is essential for submitting documentation and tracking the status of compliance for dietary supplements.
• You can request product testing, submit lab results, and verify the status of your listings to ensure they comply with Amazon’s policies.

5. Set Up a Seller Account and Submit Your Application

After preparing everything, you can now create your Amazon seller account. Provide complete and accurate business information to avoid rejection. Always double-check information, provide clear and concise responses, and address potential red flags preemptively.

How to Create an Amazon Seller Account

Step 1: Visit Amazon Seller Central and sign up for a Professional Seller Account. It has enhanced features like bulk listing and access to advanced tools.

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Step 2: The next step is to enter your business details. Fill out information such as your legal business name, contact information, and tax details.

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Step 3: After entering your business details, next set up a payment method. Link your bank account details to receive payments from Amazon. 

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Step 4: Next, enter personal information like your name, phone number, and a valid email address. Amazon will also ask for your tax identification information (Social Security Number (SSN) or Employer Identification Number (EIN) for U.S. residents).

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Step 5: In the next step, you will be asked to upload documents to verify your identity, such as a government-issued ID, utility bill, or business registration documents. Amazon will send you a verification code via SMS or phone call to verify your phone number.

Step 6: Double-check all the details you've entered. Once everything is filled out, click the “Submit” button to send your application for review.

6. Source High-Quality Supplements

To succeed in the supplement space on Amazon, sourcing high-quality products is crucial for building credibility and customer loyalty. However, with thousands of product options available, it’s essential to approach this step carefully. 

How to Find Reliable Supplements on Amazon

Find quality supplements by checking best-sellers with high ratings, clear ingredients, and certifications like GMP or FDA. Use Amazon’s BSR and review manufacturers for credibility and compliance.

Also, use Amazon's Amazon Brand Registry to distinguish your brand from counterfeit products. Avoid low-cost, low-quality supplements, as they could harm your brand reputation and lead to customer complaints.

Private Label vs. White Label

When sourcing supplements, you’ll choose between private label and white label. Private label allows full control over branding, quality, and ingredients, while white label offers a quicker, lower-risk option with less customization. Private labeling provides better long-term differentiation, while white labeling is a faster way to enter the market.

7. Create a Winning Amazon Listing

Create a high-converting listing by optimizing key elements:

• Title: Concisely include features, benefits, and keywords.
• Images: Use A+ content, close-ups, and lifestyle shots.
• Bullet Points & Description: Highlight USPs and explain benefits.
• Keywords & SEO: Strategically place relevant keywords for better discoverability.

8. Market Your Supplements on Amazon

To effectively market your supplements on Amazon, you'll need to use a combination of Amazon's advertising features, brand-building tools, and external marketing strategies.

Building a Brand

To succeed on Amazon, you need more than a quality product—you need a strong brand. A well-defined brand builds trust, boosts repeat purchases, and sets you apart.

• Unique Value Proposition: Highlight what makes your supplements unique, such as special formulations, transparency, or eco-friendly packaging.
• Professional Packaging: Invest in high-quality packaging to enhance credibility and follow Amazon’s branding guidelines.
• Customer Education: Use descriptions, images, and content to educate customers on your product’s benefits and build trust.

Amazon PPC Campaigns

Amazon’s Pay-Per-Click (PPC) ads are one of the most effective ways to boost visibility and drive sales. You can choose from several types of ads:

• Sponsored Products: These ads promote individual products to reach a wider audience and show up in search results.
• Sponsored Brands: These allow you to showcase multiple products in one ad, driving brand awareness and cross-selling.
• Sponsored Display Ads: These ads target potential customers based on browsing behavior across Amazon.

Leverage Amazon’s Brand Registry

The Amazon Brand Registry is a powerful tool for brand protection and marketing. By enrolling, you gain access to additional marketing features, such as:

• Enhanced Brand Content (EBC): This lets you add rich media, such as custom images and text.
• A+ Content: With A+ Content, you can add more detailed information about your supplements.

External Marketing Strategies

Don’t rely solely on Amazon to drive traffic. Here are some strategies for driving external traffic to your Amazon listings:

• Social Media: Use platforms like Instagram, Facebook, and TikTok to showcase your supplements and educate potential customers on their benefits.
• Influencer Marketing: Collaborate with influencers in the health, fitness, or wellness niches to promote your supplements.
• Content Marketing: Create blog posts, YouTube videos, or podcasts that educate your target audience about the importance of your supplements and drive traffic to your listings.
• Email Marketing: Build an email list through your website or landing pages and direct your audience to Amazon for purchasing.

12 Strategies to Successfully Sell Supplements on Amazon

Becoming a seller is challenging, but even more so when you don’t know the best strategies on how to sell dietary supplements on Amazon. Here are some digestible Amazon strategies you can implement in your next campaign.

1. Implement Smart Pricing Strategies

Pricing is a critical factor in attracting customers and remaining competitive. Here’s how to implement smart pricing:

• Competitor Analysis: Adjust your prices to remain competitive while protecting your margins.
• Dynamic Pricing: Automate pricing adjustments using Amazon’s Automated Pricing Tool, which can help you stay competitive without manual intervention.
• Bundle Offers: Create value packs or bundles (e.g., a two-month supply) at a discounted rate to encourage bulk purchases.
• Promotions and Discounts: Use Amazon’s coupons, lightning deals, or percentage-off discounts strategically to boost sales during peak seasons or to clear out slow-moving inventory.
• Join Amazon Subscribe & Save: Offer subscription-based discounts to encourage repeat purchases and build long-term customer loyalty.
  
  

2. Clearly Display Product Ingredients and Supplement Form

Clearly showcase your product’s ingredients and form to build trust and drive engagement. Providing a detailed ingredient list on both the label and product images ensures transparency, while visually displaying the supplement form, whether it's a pill, gummy, or powder, sets clear expectations. 

3. Simplify Your Listing

Simplify your Amazon listing content for high-risk categories like supplements. Avoid incorporating A+ content in your listing as supplements are subject to strict Amazon compliance checks. This will also prevent listing suspensions due to policy violations. 

4. Time Your Supplement Launch for Maximum Impact

Launching your supplement on Amazon at the right time can significantly boost visibility and sales. Align your launch with seasonal trends, health-conscious periods (like New Year resolutions or summer fitness goals), and peak shopping events like Prime Day and Black Friday. 

5. Monitor and Manage Inventory

Efficient inventory management prevents stock issues and maximizes profits. Track stock with Amazon’s Inventory Dashboard, set restock alerts, and manage FBA storage fees. Use sales data for demand forecasting, especially during peak seasons.

6. Leverage Social Media to Boost Marketing

Harnessing social media can be a game-changer for promoting your supplements beyond Amazon. Choose platforms that align with your target audience and tailor content to fit each one. Partnering with health and wellness influencers can expand your reach and credibility, while sharing informative content builds trust. Boost engagement with fun contests or giveaways, encouraging users to spread the word about your products.

7. Implement Superior Customer Service Practices

Ensuring top-notch customer service is key to building trust and loyalty with your supplement buyers and increasing revenue. There is significant growth in business revenue once businesses start prioritizing customer experience.

Monitoring feedback, addressing concerns, and providing proactive support show your commitment to customer satisfaction, fostering loyalty and repeat purchases.

8. Regularly Monitor and Adjust Selling Strategies

Monitor and adjust your strategies to boost sales by understanding customer behavior. Use third-party Amazon account management services to track performance and spot trends. Learn from competitors, refine your approach, and optimize inventory with sales data to prevent stockouts and maximize FBA efficiency.

9. Leverage Video Ads

Video ads effectively highlight your supplement’s benefits and brand. Create educational content on ingredients and usage, feature customer testimonials, and invest in high-quality production with clear visuals and strong calls to action. Utilize Amazon’s Sponsored Brands Video Ads, which display directly in search results and can drive significant engagement.

10. Stay Updated and Adapt

The supplement market is constantly evolving. Stay updated on trends through industry blogs and tools like Google Trends. Monitor Amazon’s policy changes and adapt your listings by updating descriptions, images, and A+ Content to stay competitive.

11. Stand Out with Unique Features

Differentiate your supplement by highlighting unique features that set it apart from competitors. Highlight unique flavors that enhance the customer experience. Emphasize added health benefits, like probiotics for gut health, collagen for skin support, etc. Certifications like USDA Organic, Non-GMO, or third-party testing also boost credibility.

12. Expand and Diversify Your Product Line

Diversifying your product range reduces risk and drives growth. Use keyword research to identify gaps, launch complementary products, and leverage customer feedback for improvements. Test new items in small batches before scaling to ensure demand. This strategic approach builds a strong foundation for long-term success in the competitive Amazon supplements market.

Common Challenges When Selling Supplements on Amazon and How to Overcome Them

Selling supplements on Amazon offers great potential, but it also comes with its share of challenges. Understanding these obstacles and implementing strategies to overcome them can set you up for success.

1. High Competition

The supplement category is one of the most competitive niches on Amazon, with countless sellers vying for customer attention.

Challenges:

• Established Brands Dominate: Big-name brands often have loyal followings and larger marketing budgets.
• Price Wars: Competing on price can lead to razor-thin profit margins.
• Visibility Issues: Standing out among thousands of similar products can be difficult.

Solutions:

• Differentiate Your Product: Highlight unique features like organic ingredients, third-party testing, or eco-friendly packaging.
• Invest in Branding: Build a strong brand identity with professional packaging, high-quality images, and compelling A+ Content.
• Optimize Listings: Incorporate relevant keywords, persuasive bullet points, and high-resolution images.
• Leverage Reviews: Encourage reviews to build trust, boost rankings, and attract buyers.
  

• Regulatory Changes

Supplements are heavily regulated, and Amazon enforces strict compliance policies.

Challenges:

• Amazon Policy Updates: Frequent changes can lead to product removals or suspensions.
• Labeling Requirements: Mislabeling risks account penalties.
• FDA Regulations: New rules may require reformulation or packaging updates.

Solutions:

• Stay Informed: Regularly review Amazon guidelines and FDA updates.
• Work with Experts: Consult compliance professionals for accurate labeling and claims.
• Maintain Documentation: Keep essential records for Amazon audits.
• Conduct Regular Audits: Periodically review listings for compliance.
  

• Marketing Costs

The cost of marketing supplements on Amazon can quickly add up, especially in a competitive niche.

Challenges:

• High PPC Costs: Popular keywords in the supplement category often come with steep cost-per-click rates.
• External Marketing Expenses: Social media ads, influencer collaborations, and content creation can strain your budget.
• Low ROI: Without proper optimization, marketing campaigns can fail to generate profitable results.

Solutions:

• Optimize PPC Campaigns: Use Amazon’s Campaign Manager or third-party tools to adjust bids and target high-converting keywords.
• Track Metrics: Monitor ACoS and ROAS to maintain profitability.
• Leverage Organic Traffic: Invest in SEO to reduce reliance on paid ads.
• Influencer Marketing: Partner with niche influencers for cost-effective traffic.
• Promotions & Discounts: Use Amazon’s deals and coupons during peak periods to boost visibility.

By addressing these common challenges proactively, you can navigate the competitive Amazon supplements market more effectively and build a thriving business.

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Conclusion

Selling supplements on Amazon is a lucrative opportunity, but success requires more than just listing a product. By mastering regulations, optimizing listings, leveraging ads, and prioritizing customer satisfaction, you can achieve long-term growth. With these insights, you're ready to navigate and thrive in this competitive market.

 Frequently Asked Questions

1. What are the best-selling supplements on Amazon?

Top-selling supplements include Vitamin D3, Whey Protein, B-complex, Collagen Peptides, Fish Oil, Probiotics, MCT Oil, Magnesium, L-Arginine, and Ashwagandha, known for their quality and effectiveness.

2. How can I successfully rank my supplements on Amazon?

To rank your supplements on Amazon, optimize listings with relevant keywords, use Amazon ads and social media, provide excellent customer service, and refine strategies based on performance.

3. What are the costs associated with different fulfillment options for supplements on Amazon?

Costs can vary by size, weight, and storage. FBA includes storage, packing, and shipping fees, while FBM requires sellers to handle shipping and packaging costs.

4. Are there any restrictions on the types of supplements I can sell on Amazon?

Yes, Amazon restricts certain supplements, especially those with questionable ingredients or unverified health claims, such as NMN. Always review Amazon’s guidelines.

5. How can I ensure the quality and safety of my supplements for Amazon customers?

To guarantee the quality and safety of health supplements on Amazon, follow CGMP standards, use high-quality ingredients, ensure transparent labeling, comply with FDA regulations, and address customer feedback promptly.

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