How to Start a Supplement Brand on Amazon?

How to Start a Supplement Brand on Amazon?

Even with strict laws and regulations for making and selling dietary supplements, more and more of these products are pouring into Amazon. These aren't from manufacturers but from resellers trying their luck in an already saturated niche. They believe there's still juice left to extract from its market, and the demand won't fizzle out soon.


This article will explore one of Amazon's most popular product categories—Vitamins & Dietary Supplements. We'll find out why a supplement brand is still profitable, how to check if a supplement is safe, and the steps to sell supplements on Amazon.


What are dietary supplements?


Let's stick to Amazon's precise definition to avoid errors that could affect your eligibility and lead to incorrect product sourcing. You don't want Amazon to reject your application for ungating because you presented a product that doesn't belong to this category.


Amazon defines dietary supplements as "vitamins, minerals, herbs, or other substances, such as amino acids or fatty acids eaten to supplement the diet. They often come in forms like tablets, capsules, softgels, gelcaps, powders, and liquids."


Why sell dietary supplements on Amazon?


Building a supplement brand on Amazon is easier if you have clear insights into what's driving the market and where to put your resources. Below are some of the apparent reasons dietary supplements remain a lucrative investment. 


  • The recent pandemic has taught us a valuable lesson—healthy people have a better fighting chance against diseases. Those who aren't getting enough nutrition have turned to dietary supplements. 
  • Older people are becoming increasingly conscious about their health. They are beginning to acknowledge that they need dietary supplements to maintain a vigorous lifestyle.
  • NIH data shows that 77% of all online vitamin and supplement purchasesin the US take place on Amazon. This means you'll make more money on Amazon than on any other platform.
  • More people will be exposed to diseasesbecause of climate change. One way to stay immune is to stay healthy, and dietary supplements play a critical role.
  • Many influencers are venturing into dietary supplements. They either promote certain brands, serve as marketing affiliates, or sell products themselves. 


How to Source Dietary Supplements for Amazon


Product research is essential to the success of an Amazon business. Meticulously examine each product you find before including it in your inventory. Here are some of the things you should look for.


  1. Pricing strategy: You need to know how the manufacturer or distributor deals with price fluctuations and justifies a high price point without dropping from the competition.
  2. Reviews: Find out what buyers say--good or bad--about the product.
  3. Compliance: There's a long list of tests a supplement must go through and certifications the manufacturer must obtain before being approved to distribute.
  4. Competitors analysis: How many are selling this product, and who's making the most sales?
  5. Unique value proposition: Find out the supplement's content and how it differs from other products. 


Evaluating the Safety of Your Product


Amazon takes product quality seriously. This is particularly true about dietary supplements, which is why Amazon sellers must go through a new vetting process to ensure their products meet Amazon's quality standards. 


To ensure your products are safe, perform due diligence by requesting a copy of all essential certifications. You will need them for the ungating process. Usually, these are indicated on the label, but you should still verify their authenticity. 


  • Certificate of Analysis (COA) – The manufacturer must obtain this from an ISO/IEC 17025-certified lab, such as Eurofins Scientific, NSF International, or Labcorp Drug Development. The lab tests dietary supplements for safety and suitability for Amazon's Vitamin & Dietary Supplement category.


  • Current Good Manufacturing Practices (cGMP) Certificate – The US Food and Drug Authority (FDA) requires manufacturers to produce all supplements safely, effectively, and consistently. Manufacturers must have their products certified by an Accredited Third-Party Certification Body, such as SGS, TÜV SÜD, or Intertek. The tests these certifying bodies conduct must be by 21 CFR 111 and 21 CFR 117.


  • Health Supplement Labeling Requirements – When inspecting a supplement, see that the label has the product and brand name, net content quantity, nutrition labeling, ingredient list, the name and place of business of the manufacturer, packer, or distributor, and other vital information.


IMPORTANT: If you're planning to sell on Amazon UK, you need to follow separate guidelines for applying for ungating, product certification, labeling, and packaging.


How to Set Up Your Supplement Brand on Amazon


Step 1: Create a PROFESSIONAL Amazon Seller Account


Do you have an existing Amazon seller account, or haven't you signed up yet? If you are new to Amazon, you can create an account here. If you're already a registered Amazon seller but only have an Individual subscription, you need to upgrade to a Professional subscription to become eligible to apply for ungating. 


Step 2: Apply for ungating. 


Whether you are a new or long-time Amazon seller, you must apply for ungating to be allowed to sell dietary supplements on Amazon. Go to the product categories and look for "Vitamin & Dietary Supplements." Then, click "Apply to Sell" to start the process.  


Amazon will show you a list of things you must submit once you apply. These include a COA, a cGMP certificate, a valid invoice for a purchase of at least ten items, and detailed product photos.


Step 3: Buy the products from the Manufacturer/Distributor


Purchase at least ten units of each product you want to sell and request an invoice. This invoice must be less than 180 days after the application. It has to mention the name and address of the manufacturer or distributor. Send this invoice to Amazon along with the certifications. 


Step 4: Photograph the products and packaging.


Amazon will require proof that you've ordered the products, and there's no better option than clear photos of the products. Take as many photos as necessary to capture all the information on the label, lid, and bottom of the box and bottles. You should also photograph the packaging to convince Amazon that the manufacturer/distributor shipped the products to your address. Then, upload these photos to the ungating application page.


Step 5: Create Product Listing. 


Once your application is approved, you can start listing your products. Most supplements are already listed on Amazon. You just have to add them to your inventory and fill in the necessary information. When providing a description for each product, follow Amazon's guidelines and optimize it with rich keywords. Considering that Vitamin & Dietary Supplements is a high-competition industry, your success will depend on the optimization of your description. It must be well-researched and complete with all the information the consumer needs.


Comply with Amazon's Packaging and Labeling Guidelines


Amazon provides a detailed do's and don'ts checklist when packaging and labeling supplements. In this checklist, Amazon lists items that should and should not be included on labels. 


For instance, you can't use terms that suggest your product can cure, mitigate, prevent, or treat diseases. Other terms, such as "FDA approved," "tester," "not for retail sale," or "not intended for resale," are also prohibited.


As for packaging, Amazon requires that supplements be unused and sealed in the manufacturer's packaging. The packaging should also show the matrix codes, lot numbers, serial numbers, and other identifying codes. Here's the complete checklist for your reference.


Become a Supplement Seller on Amazon Today!


An exciting opportunity awaits Amazon sellers wanting to expand or shift to a new niche, and the Vitamin & Dietary supplements category is a promising direction. Educate yourself to gain mastery of your products before buckling down. Do your research and due diligence to find the best supplier and establish a trustworthy brand.

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