So, you’re thinking of selling supplements on Amazon? Brilliant! With the wellness industry booming and Amazon’s reach extending to over 300 million active users, the platform is ripe for the picking. But before you rush into it, selling supplements on Amazon isn’t like throwing a few protein powders into your cart at the grocery store. Amazon has strict guidelines, fierce competition, and—most recently—a new update on quality testing for supplements, which you absolutely need to be aware of.
But don’t worry, this guide will walk you through the process step-by-step, with a few laughs along the way. Let’s dive into the nitty-gritty of how to make your supplement brand stand out in Amazon’s vast marketplace.
Chapter 1: Why Amazon Is the Best (and Tricky) Place to Sell Supplements
Let’s start with the good stuff: the opportunity. The global dietary supplement market is valued at $151.9 billion and expected to grow by nearly 7% annually. People are more health-conscious than ever, and Amazon is where they go to buy their supplements because of convenience, fast shipping, and that comforting Prime logo.
But here’s the catch: you’re not the only one with a protein powder or multivitamin to sell. Thousands of supplement sellers already call Amazon home. This is why you’ll need a solid strategy—and the latest on Amazon’s new quality testing policy—to thrive.
Chapter 2: Getting Started—Amazon’s Strict Standards for Supplements
If you want to sell supplements on Amazon, be prepared for rigorous quality control measures. And as of their new update in 2023, Amazon is stepping up its game in ensuring that products sold on its platform meet higher standards of safety, efficacy, and transparency.
What’s the New Amazon Quality Testing Update?
Starting in 2023, Amazon implemented a new update that requires third-party testing and quality verification for supplements sold on the platform. This is meant to ensure that dietary supplements meet FDA guidelines and industry standards for safety. You can read more about the update on the Amazon Seller Forums.
Here’s what this means for you:
- Third-party testing: Your supplements need to be tested and verified by an accredited third-party laboratory. This ensures that the product meets label claims (i.e., your bottle of “Super Shred Protein” actually contains what it says it does).
- Certificates of Analysis (COAs): These documents need to be provided to Amazon to prove that your product is safe, properly labeled, and free of contaminants.
- FDA and GMP Compliance: You must comply with Good Manufacturing Practices (GMP) and the U.S. Food and Drug Administration’s (FDA) guidelines for dietary supplements. No exceptions here.
Pro Tip: Failing to provide the required documentation can lead to your product being delisted or even your seller account being suspended.
Chapter 3: Creating a Killer Product Listing (Your Amazon Storefront)
Once you’ve sorted out the quality and safety part, it’s time to create an irresistible product listing that draws buyers in like bees to honey. Your listing is your storefront, and it needs to be optimized to attract customers and convert clicks into sales.
1. Product Images That Pop
Your product images need to be high-quality and show the product from multiple angles. Include lifestyle images—think of a fit individual mixing up a post-workout protein shake. Show the benefits visually, and make sure the images are clear, bright, and professional.
2. Bullet Points That Sell
Amazon allows you to list product features in bullet points—make them count! Start with the benefits, not just the features. Instead of “Contains 20g of protein per serving,” say, “Build lean muscle fast with 20g of high-quality protein in every serving!”
3. Keywords, Keywords, Keywords
To rank on Amazon, you need to play the keyword game. Do keyword research (use tools like Helium 10 or Jungle Scout) to find what potential buyers are searching for. Integrate those keywords into your title, bullet points, and product description without sounding robotic.
Chapter 4: Customer Reviews—Your Secret Weapon (Or Kryptonite)
The Amazon marketplace lives and dies by reviews. If your product has glowing 5-star reviews, you’re golden. But a string of 1-star reviews? It’s game over.
1. How to Get Reviews the Right Way
Amazon is strict about review manipulation (no, you can’t pay your cousin’s friend’s dog to leave a 5-star review). But you can gently encourage your happy customers to leave feedback by:
- Including a thank-you note with every order, asking them to leave a review.
- Using Amazon’s “Request a Review” button within Seller Central.
2. Handling Negative Reviews
If (when) you get a negative review, don’t panic. Respond to it politely and professionally. Offer solutions, and always aim to fix the issue. Other potential buyers will see how you handle complaints, and it speaks volumes about your brand’s integrity.
Chapter 5: Fulfillment and Shipping—FBA or FBM?
Now that you’ve set up your listing, the next step is getting your products into the hands of buyers. You’ve got two primary options here:
1. Fulfillment by Amazon (FBA)
FBA means Amazon handles your inventory, shipping, and customer service. You ship your products to Amazon’s warehouses, and when someone places an order, Amazon ships it to them. This is the best option if you want to offer Prime shipping (and trust me, you do—Prime customers spend significantly more).
- Pros: Access to Amazon’s fast shipping network, better chance of winning the Buy Box, less stress.
- Cons: Fulfillment fees can eat into your profit margins.
2. Fulfillment by Merchant (FBM)
FBM means you’re responsible for storing, packing, and shipping the product. You maintain more control over the process, but you miss out on Prime’s perks.
- Pros: More control, potentially higher profit margins.
- Cons: You handle all logistics, customer service, and returns—so it’s more work.
Chapter 6: Advertising—The Power of Amazon PPC
Amazon is pay-to-play in many ways, and if you want your supplements to get visibility, you’ll need to invest in Amazon PPC (Pay-Per-Click) ads. With Amazon’s PPC, your product will show up in relevant search results or on competitors’ listings.
- Sponsored Products: These ads appear in search results and product pages.
- Sponsored Brands: If you have a trademark, you can run ads that feature your brand logo and multiple products.
Don’t just “set it and forget it” with your ad campaigns. Monitor your metrics, adjust your bids, and tweak your keywords regularly to maximize your ad spend.
FAQs About Selling Supplements on Amazon
1. Do I need FDA approval to sell supplements on Amazon?
While the FDA does not “approve” dietary supplements before they go to market, your products must comply with FDA guidelines and Good Manufacturing Practices (GMP). Amazon will require you to provide documentation proving your compliance.
2. How long does it take to start seeing sales?
It varies, but with an optimized listing, proper advertising, and competitive pricing, you can start seeing sales within a few weeks. Be patient, though—success on Amazon often takes consistent effort.
3. How much can I make selling supplements on Amazon?
The sky’s the limit, but the key factors are your product’s demand, how well you market it, and your ability to win repeat customers. Some sellers make six-figure incomes annually, but success depends on many variables, including competition, pricing, and advertising strategy.
Final Thoughts: Ready to Become the Next Amazon Supplement Success Story?
Selling supplements on Amazon isn’t a “get rich quick” scheme, but with the right strategy, it can be an incredibly lucrative business. Focus on quality, understand Amazon’s guidelines (especially their new quality testing rules), and create listings that scream buy me now. With patience and persistence, you could be the next supplement brand that buyers rave about—and maybe, just maybe, you’ll become the protein powder everyone’s talking about.
Now, go crush those sales!