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How to Sell Supplements on Amazon: Approval, Steps, Strategies

Blog  /  How to Sell Supplements on Amazon: Approval, Steps, Strategies

How to Sell Supplements on Amazon: Approval, Steps, Strategies

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.

According to recent statistics, the global dietary supplement market is predicted to reach US$ 170.1 billion by 2034. This number offers sellers a golden opportunity to capitalize on this growing industry.

Amazon is one of the leading platforms that sellers can leverage. But whether you're a seasoned seller looking to expand your product portfolio or a newcomer eager to make your mark, knowing how to sell nutritional supplements on Amazon requires more than just enthusiasm. It demands a deep understanding of the regulatory landscape and effective selling strategies.

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 supplements market

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.

How to Get Approved to Sell Supplements on Amazon

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

How to Get Approved to Sell Supplements on Amazon

1. Conduct thorough market research

Before you sell supplements on Amazon, make sure you know who to sell them to. Gather enough information to get your business running 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. Understand FDA and Amazon regulations

After conducting 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 (PPP) - clear images of supplement or nutritional fact labels or panels, with ingredient lists and manufacturer details

3. 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.

4. 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.

5. Source high-quality suppliers

Finding reliable suppliers ensures the quality and safety of the products you sell. You want to stay in your consumers’ minds as a trusted business that sells high-quality items. As such, conduct thorough research to identify suppliers with a track record of adhering to stringent quality control standards and regulatory requirements.

When sourcing suppliers, consider factors such as:

  • Reputation
  • Certifications
  • Transparency
  • Compliance

5 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.

Sell Supplements on Amazon

1. Optimize product listings for maximum visibility

With the number of items listed in its database, it’s no surprise that it also brings in a significant number of sales. In 2023, there were more than 375 million items sold during Amazon’s Prime Day—a testament to its power and influence over its audience.

For sellers to stand out from a sea of products, effective product listing optimization can improve visibility and attract potential customers. This includes strategic incorporation of relevant keywords in the title, bullet points, and backend search terms to increase the chances of showing on search results. Utilizing high-quality images, crafting compelling bullet points and descriptions, and ensuring accurate information can also enhance your product listings.

Successful optimization not only attracts potential customers through search algorithms but also increases the likelihood of conversions by highlighting key product features and benefits.

2. Utilize Amazon advertising tools effectively 

Amazon is such a vast platform that it has its own advertising tools you can utilize to bring your A-game. 

Pay-per-click (PPC)

Amazon PPC ads can ensure your products appear prominently in search results and sponsored listings. For instance, Sponsored Products is a type of Amazon PPC ad that can help increase your product’s visibility by placing ads directly within search results for a specific keyword or set of keywords. These targeted campaigns can help you fine-tune your strategies and reach your consumers right when they’re searching for you.

Screenshot 2024-03-12 184928

Source: Amazon

Sponsored Brand ads work similarly to Sponsored Products but instead feature your brand’s logo, headline, and up to three featured products. Sponsored Display ads appear on product detail pages, customer reviews, and Amazon marketing emails. These allow you to showcase products on Amazon's high-traffic areas.

Meanwhile, Amazon DSP allows you to create dynamic ads tailored to specific customer segments based on behavior, demographics, and purchase history. Using this strategy personalizes your customers’ experience, increasing engagement and conversions since they feel seen and heard by your brand.

Keeping a close eye on campaign metrics and trying out different ad formats and placements can be a fun way to discover what works best for reaching your target audience and driving conversions.

Budget optimization

Allocate your advertising budgets across different products and campaigns, continue to monitor their performance metrics, and adjust budgets based on real-time data. Don’t be afraid to experiment. Reallocating funds from underperforming campaigns to those yielding better results can help you figure out the best strategy to use in your business.

3. Leverage social media to boost marketing

Social media is a prevalent platform, and its use can be seen in various industries as a way to boost branding and communication for brands. Likewise, harnessing the power of social media can be a game-changer for promoting your supplement products beyond Amazon's platform.

  1. Start by finding the right social media platforms for your target audiences.
  2. Tailor your content to fit each platform's vibe and the interests of its users.
  3. Consider teaming up with influencers in the health and wellness sphere to expand your reach and credibility.
  4. Share informative content about health and wellness topics.
  5. Lastly, don't forget to sprinkle in some fun—running contests or giveaways can boost engagement and encourage users to spread the word about your products.

4. 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.

When you stay on top of customer feedback, keep an eye on reviews, and address concerns, you demonstrate dedication to prioritizing customer satisfaction. With attentive and proactive customer service, you can create a positive and supportive environment that keeps customers coming back for more.

5. Regularly monitor and adjust selling strategies

You’ll find that you’re likely to get better sales the more you monitor and adjust your selling strategies. This is because the more you learn about your customers’ behavior, the more you learn what clicks and what doesn’t.

To help out, you can employ the help of third-party providers that provide Amazon account management services to help track how your products are performing. With this, it’ll be easier to spot trends and patterns that can guide your next moves. You can also double up on these efforts by keeping an eye on what your competitors are up to—learning from their strategies can help you refine your approach.

When it comes to inventory, you can use your sales data to fine-tune your inventory management, adjust reorder points, and make the most of Amazon's FBA service to avoid running out of stock and keep those orders flowing seamlessly.

5 FAQs About Selling Supplements on Amazon

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

The best-selling supplements on Amazon encompass a diverse range of health-enhancing products, including:

  • Vitamin D3
  • Whey Protein
  • B-complex
  • Collagen Peptides
  • Fish Oil, Probiotics
  • Organic MCT Oil
  • Magnesium
  • L-Arginine
  • Ashwagandha.

These supplements have gained recognition for their quality, efficacy, and customer satisfaction, catering to various health and wellness needs.

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

To rank your supplements on Amazon, make sure you optimize your listings with keywords that will increase your ranking. Additionally, utilize advertising tools and engage in social media marketing to help boost your platform and reach. Lastly, provide excellent customer service and adjust strategies to make sure you base them on prior output.

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

Costs fluctuate based on factors like product size, weight, and storage duration. The costs associated with different fulfillment options for supplements on Amazon vary. Fulfillment by Amazon (FBA) entails fees for storage, packing, and shipping, while Fulfillment by Merchant (FBM) involves shipping and packaging costs managed by the seller.

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

Yes, Amazon has restrictions on certain types of supplements, particularly those with questionable ingredients or unproven health claims. One example is Beta nicotinamide-mononucleotide (NMN). Amazon bans this supplement due to the FDA's reclassification of NMN as a drug rather than a dietary supplement, requiring FDA approval. It's essential to review Amazon's guidelines and ensure compliance with all regulations before listing any supplements for sale.

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

To guarantee supplement quality and safety on Amazon, uphold rigorous manufacturing standards, including sourcing high-quality ingredients and following Current Good Manufacturing Practices (CGMP). Additionally, ensure transparent labeling, compliance with FDA regulations, and prompt addressing of customer feedback to maintain trust and confidence.

Elevate Your Amazon Supplement Selling Experience


Amazon's vibrant marketplace presents boundless opportunities for sellers, particularly in the flourishing sector of dietary supplements.

As wellness trends continue to drive consumer demand, the supplement market on Amazon has surged, offering you a lucrative path to success. By embracing effective strategies, navigating regulatory challenges, and staying agile in response to market dynamics, you can carve out your niche and thrive in this competitive landscape.

Maximize your Amazon presence and seize opportunities with Amazon SEO experts like beBOLD Digital! Contact us and see how we can elevate your Amazon strategies today.


Do you want more growth?

Hey, we are beBOLD.   We are determined to make your Amazon & Walmart business grow.  Our only question is, will it be yours business?


About Denny Smolinski

He is the CEO and founder of beBOLD Digital - A Full-Service Amazon and Walmart agency that focuses on Sustainable Growth and Profitability for Our Partners (clients).

Denny has been selling on Amazon since 2007 and has had to adapt for every change that Amazon has made along the way.   Amazon and Walmart are an ever changing environment and Denny has his beBOLD team ready to handle any and every challenge.

Is your brand having challenges with growth, profitability, advertising, reporting etc - If yes, please contact us today!

Contact Us Today!

Do you want more growth?

Hey, we are beBOLD.   We are determined to make your Amazon & Walmart business grow.  Our only question is, will it be yours business?

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