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.
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 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:
Amazon strictly regulates supplements in these categories:
Sellers must provide the following:
Amazon prohibits the sale of dietary supplements containing certain restricted ingredients or substances banned by regulatory agencies, including those deemed unsafe or harmful.
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.
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.
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.
Amazon has specific rules that sellers must follow when listing dietary supplements. These include:
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.
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:
Amazon prohibits or restricts certain ingredients and supplements sales to safeguard consumers.
Finding reputable suppliers requires more than just looking at product listings. Conduct thorough research by:
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.
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.
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.
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.
Step 3: After entering your business details, next set up a payment method. Link your bank account details to receive payments from Amazon.
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).
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.
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.
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.
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.
Create a high-converting listing by optimizing key elements:
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.
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.
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:
The Amazon Brand Registry is a powerful tool for brand protection and marketing. By enrolling, you gain access to additional marketing features, such as:
Don’t rely solely on Amazon to drive traffic. Here are some strategies for driving external traffic to your Amazon listings:
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.
Pricing is a critical factor in attracting customers and remaining competitive. Here’s how to implement smart pricing:
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
The supplement category is one of the most competitive niches on Amazon, with countless sellers vying for customer attention.
Regulatory Changes
Supplements are heavily regulated, and Amazon enforces strict compliance policies.
Solutions:
The cost of marketing supplements on Amazon can quickly add up, especially in a competitive niche.
By addressing these common challenges proactively, you can navigate the competitive Amazon supplements market more effectively and build a thriving business.
Amazon’s booming supplement market offers huge opportunities for sellers who stand out. Success requires more than great products—it demands smart strategies, regulatory compliance, and adaptability. Ready to seize the moment and lead the competition?
Let beBold Digital guide you to the top! As Amazon SEO experts, we specialize in optimizing your listings, boosting visibility, and driving sales. Contact us today and discover how we can transform your Amazon business into a powerhouse.
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.
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.
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.
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.
Yes, Amazon restricts certain supplements, especially those with questionable ingredients or unverified health claims, such as NMN. Always review Amazon’s guidelines.
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.
Ready to take your Amazon business to the next level with beBold Digital? Contact us today, and let’s make your success our mission!