How to sell supplements on Amazon?

Want to tap into a marketplace where 300 million active buyers are already searching for your products? But here’s the catch: breaking into this goldmine isn’t as simple as slapping a label on a bottle and hitting “list.” Amazon has strict regulations, gated categories, and a rigorous approval process Whether you’re launching your first product or scaling an existing supplement line, this guide will walk you through the exact steps to get your supplements listed on Amazon. Let’s get started:

Amazon’s policy on supplements

Here is a table summarizing Amazon’s policy on selling dietary supplements:

Make sure your product complies with these guidelines before attempting to list it on Amazon.

Does Amazon require FDA approval to sell supplements?

Key factors to consider are FDA approval and rules for selling supplements on Amazon. Under DSHEA, the FDA regulates dietary supplements but does not approve them. The FDA does not require supplements to prove they are safe or effective for people. However, the FDA can act against a supplement if it is dangerous or falsely marketed, which is different from how it handles medicines.

Amazon imposes very rigorous requirements, even stronger than basic FDA standards. A new compliance policy starts on April 2, 2024. Sellers must demonstrate product safety and truthfulness, which requires approved third-party testing.

This testing will check whether GMP regulations are met, check for contaminants, ensure that ingredients are labeled correctly, and confirm that no undeclared drugs are present.

In short, Amazon goes above and beyond to demand proof of safety and truthfulness of labeling for its products. The FDA doesn’t require sellers to get pre-approval for supplements on Amazon. However, sellers must show that they follow Amazon’s strict rules.

These policies comply with and exceed FDA regulations, which focus on protecting the consumer and the integrity of the product.

Steps to sell Supplements on Amazon:

Step 1: Sign up to Seller Central

Before selling, you need an Amazon Seller account. Visit sell.amazon.com and click the “Sign up” button. If you already have an Amazon customer account, you can use those credentials, or you can create a new account with a business email.

Choosing Between Individual vs. Professional Selling Plans

Individual Plan  

• $0.99 per sale (no monthly fee).  
• Best for sellers who list fewer than 40 products a month.  
• Limited access to advanced selling tools.  

Professional Plan  

• $39.99 per month (unlimited listings).  
• Required for FBA (Fulfillment by Amazon) and brand registry.  
• Access to Amazon Advertising, bulk listing tools, and analytics.  

Recommendation: If you plan to sell supplements at scale, you will do best with the Professional plan.

Provide Your Business Information:

• Firstly, enter your legal business name, address, and contact details.
• Select your business type (e.g., LLC, sole proprietor, etc.). If you’re an individual without a registered business, you can choose “None, I am an individual.”
• Provide a valid credit card for billing and a bank account where Amazon will deposit your earnings.

Verify Your Identity:

• You need to upload a government-issued ID (e.g., passport or driver’s license).
• After that, submit a recent bank or credit card statement (dated within the last 180 days) as proof of address. Ensure documents are high-quality, color images showing all four corners.
• You may need to schedule a video call with an Amazon associate to confirm your identity. Have your ID and proof of address ready for this step.

Set Up Your Seller Profile:

 

• Choose a unique store name that reflects your brand (this can be changed later if needed).
• Answer questions about your products, such as whether you have UPC codes (if unsure, you can say “Yes” for now) and if you’re the brand owner or manufacturer.

Step 2: Select the right category

Most supplements fall under the “Vitamins & Dietary Supplements” category. If yours is in a different one, choose it accordingly.

Health & Household → Vitamins & Dietary Supplements  

However, there are some gated categories in supplements where Amazon requires prior approval before listing. Examples include Weight loss supplements, Sexual well-being supplements and Certain ingredient supplements (for example: melatonin and CBD)  

If your supplement falls into a gated category, follow the steps below:

• Apply through Seller Central.  
• Provide the required invoices from authorized suppliers showing a minimum of 3 recent orders.  
• Show product compliance documentation (COA, GMP, FDA registration, etc).

Step 3: Make Your Product Compliant with Amazon’s policy

The rules from Amazon standards concerning supplements should be strictly followed to avoid counterfeit and unsafe products.

Avoid Prohibited Elements

 

Any supplements containing the following substances are prohibited for sale: 

• DMAA (stimulatory substance banned by FDA) 
• Kratom (prohibited in certain states) 
• Ephedra (banned by FDA) 
• Any anabolic steroids   

Avoid Unapproved Health Claims

 

Amazon prohibits the sale of supplements that present: 

• Drug claims (e.g., “cures diabetes,” “treats depression”) 
• False claims (e.g., “100% effective,” “FDA-approved”) 
• Untested weight loss claims (e.g., “Lose 10 lbs in a week”)  

Instead, use Structure/Function claims (e.g., “supports immune health”). Also include: “This statement has not been evaluated by the FDA. This product is not intended to diagnose, treat, cure or prevent any disease.” 

Labeling

If you want to sell supplements on Amazon, you have to comply with the FDA labeling standards for supplements:

Required Label Components

• Supplement Facts Panel (serving size, %DV, ingredients)
• Ingredients List (in descending order by weight)
• Net Quantity (e.g., “60 capsules”)
• Manufacturer/Distributor Info showing name, address, and contact.
• Allergen Warnings if applicable, i.e. “Contains soy”.

Common Label Mistakes That Get Rejected:

• Missing “Supplement Facts” panel
• Wrong font size labeling
• Ingredients not listed

Product description & images

 

Title Format:  

Your title is the first thing customers notice and see when they search your products. To ensure a mix of branding and SEO, follow this format:

[Brand] + [Product Name] + [Key Benefit] + [Quantity]  

Example: “NatureWell Vitamin D3 5000 IU-Immune Support-180 Softgels”.  

Include Bullet Points (Key Features):

Bullet points stand out from the rest of your description and attract viewers’ attention. Use them for the following purposes:

• Highlight benefits (e.g., “Supports bone health and immunity”).  
• State certifications (e.g., “non-GMO, gluten-free”).  

Product Description:  

• Avoid overdrawing claims.  
• Disclaimers included(“consult a health professional before use”).

Step 4: Request approval to sell your supplement

Here are the steps to initiate “Request Approval” Process

• Go to Seller Central.
• Log-in if you aren’t logged in already.
• Click on the “Inventory” tab, then select “Add a Product.”
• Search for your supplement by name, UPC, or ASIN. If it’s a new product, you’ll create a new listing later—focus on getting approval first.
• If it’s gated, you’ll see “Listing limitations apply” next to it. Click that, then hit “Request Approval.”

Step 5: Provide Document of Compliance

These documents should be kept in hand before listing to increase the time efficiency of the whole process.

• COA: Certificate of Analysis (COA) proves the safety and potency of the ingredient (from a third-party lab).
• GMP Certification: It shows that the manufacturing adheres to FDA Good Manufacturing Practices.
• Manufacturing records: If your supplements are manufactured within the U.S, you also need an FDA Facility Registration document.

Step 6: Get Brand Approval

To get brand approval on Amazon to sell your own branded product, you’ll need to navigate Amazon’s processes for listing and selling branded items. If you’re creating your own brand (e.g., a private label product), the steps differ slightly depending on whether you have a registered trademark or not. Below is a step-by-step guide to help you through the process:

Brand Approval process for supplements with Trademark

 

Eligibility: You need an active registered trademark or a pending trademark application. The trademark must be text-based (word mark) or image-based (design mark with words, letters, or numbers).

Steps:

1. Log in to your Seller Central account.
2. Go to the “Brands” or “Brand Registry” section and select “Enroll a new brand.”
3. Provide your brand name, trademark registration number (or serial number if pending), and the product categories.
4. Submit images of your product or packaging showing the brand name/logo, along with any additional requested documentation (e.g., trademark certificate).
5. Wait for Amazon to review and approve your application (this can take days to weeks).

Benefits: Once approved, you will have access to tools such as enhanced product listings, brand protection features, and a custom Amazon Storefront.

Brand Approval process for supplements without Trademark

If you don’t have a trademark yet, you can still list your product under your own brand name by requesting approval directly through Seller Central.

Steps:

1. Log in to Seller Central.
2. Go to “Catalog” > “Add a Product.”
3. Enter your product details, including your unique brand name and a product ID (e.g., UPC or EAN).
4. If prompted that the brand requires approval, click “Apply to sell” or “Request Approval.”
5. Submit documentation:
   • Images of your product and permanently affixed packaging showing your brand name.
   • Optional: A website URL or other proof of your brand’s legitimacy (if available).
6. Amazon will review your request (typically within a few days) and notify you of approval.

Note: You won’t have the same level of control or protection against other sellers using your brand name. So, it is advisable to pursue a trademark later for the Brand Registry.

Best practices to get your supplement listed on Amazon

You need to follow some key best practices to make sure your supplement is approved and compliant on Amazon. These include:

Conduct third-party testing

A full third-party test is necessary to ensure the product’s safety and compliance. Independent labs test ingredients for safety, potency, and purity. After these tests, a Certificate of Analysis (COA) is issued. This document shows compliance with FDA standards and Amazon’s rules. It helps build trust and boosts consumer confidence.

Provide accurate labeling

Incorrect labeling can harm any dietary supplement. This requires strict FDA guidelines. These include a full Supplement Facts panel, a complete list of all ingredients, and a clear statement of the net quantity of contents. No misrepresentation is allowed. Use approved statements like “supports immunity” to describe the product’s effects.

Use reputable suppliers

Reputable suppliers must be chosen to maintain the quality of the product and comply with Amazon’s stringent requirements. To ensure quality, all ingredients must come from GMP-certified manufacturers. It is also important to document all supplier invoices, as Amazon may require such verification.

Conclusion

If you follow these steps, your supplements will be listed on Amazon after you request approval. Always monitor your Seller Central notifications to avoid delays if they ask for additional documents or clarifications.

 

If you have any other questions or if you want to boost your conversions with effective marketing and brand optimization, contact us at Supplement Launchpad.