Best Content Strategies for Selling Vitamins and Supplements on Amazon

Concerns about well-being have become more recurrent due to the current global health situation we are going through. Consumers seek to keep their bodies in good shape and look for natural solutions to keep their defenses in place. Vitamins and supplements are a great option that offers natural benefits in many ways. 

“The size of the global dietary supplement market was estimated at $123.28 billion in 2019,” according to Grand View Research. The market for these categories is huge and can include products named for their main ingredients such as vitamin C, D, E, or products named for their benefits such as sleep, stress, energy, among others, standing out in this vast and diverse market will depend on how much your consumer recognizes and trusts your brand.

Best practices to make your content stand out

Add lots of product details in your title

Vitamins and supplements have many, MANY variations. People need to know exactly what ingredients and benefits are in these products right away, be sure to mention details like main ingredients, benefits, size, shape (Liquid, capsule, gummies), and, last but not least, the supply time of the product (60 days, two months). If your product is vegan, gluten-free, organic, please add the keywords to your titles. 

Having an optimized and detailed title will provide the customer with all the information they need immediately and facilitate their purchasing decisions.

Here is a are great title example:

Vitamin B1 (Thiamine) Drops – High Potency Thiamine Vitamin B1 Extract – Vegan, Alcohol-Free Non-GMO Vitamin Liquid – Maintain Nervous System Health, Support Digestion & Boost Energy, 1 Fl Oz.

Include photos of how to use your products, their benefits, and customer experiences

As we mentioned before, the consumer needs to know as much information as possible about the product they are obtaining. It is about health, so we must provide them with everything they need to know. Make sure to include at least five images on your list, don’t just include hero shots of your products; you have plenty of room to get creative here.

Include images of your ingredients, certifications, how to use the product, don’t be shy, compare your product with the competition, add some reviews or testimonials, and why not add a photo of your team or brand owner. It will give the customer more confidence in your brand. Be sure always to include the supplement fact in your product images.

Add videos to your listings

Making videos that clearly highlight the product’s features and shows exactly how to use them can lead customers to decide if this may be the right item for them. 90% of customers say that the videos are beneficial at the time of purchase; including a video on your product page can increase the conversion rate by up to 80%. The recommended length of the videos is between 30 and 45 seconds.

The most popular videos for this category are:

Consumer Experience Videos – These videos can be captured by your customers, fans, or critics. These videos provide an authentic experience for other customers to understand your product better.

Descriptive videos of the product: These videos are high-quality content that showcases product highlights and user benefits.

Make sure to follow all Amazon video guidelines before creating your videos to avoid any policy violations. You need to be Brand Registry to add videos to your listing.

Add your brand story to your content

Any company has a story to tell, something that connects the brand with consumers. If you want to be successful as a business, humanize your brand, develop a personality, and don’t forget your values.

Including your brand and your team’s story in the content of your product page will give consumers much more confidence when making a purchase. There is plenty of room to include this information. You can add an image with some details to your product images or include a video of the brand owner talking about the product and the brand. Global Healing Center at Amazon it’s a great example of this. They include brand content all over their storefront and product pages.

Create a mobile-friendly A + pages

A + pages are a great place to add all the information you want, but be sure to keep in mind that most Amazon consumers are on mobile devices. When creating an A + page, make sure the customer can see all the information they need without scrolling for minutes. The best way to create A + is to add images with text so that everything fits in one place.

With vitamins and supplements, customers want to know if it has really worked for other people, so adding testimonials and lifestyle images will give the customer the confidence to see how the product works. Include images with testimonials, reviews, and real lifestyle photos to showcase the benefits of your products. Adding any certification like Vegan, Gluten-Free, Organic, among others, to your A + pages is also a great way to make the consumer trust your brand. Check out our A + Template Guide to see what would best suit your content.

Here is a great example of A+ pages

Bonus: Avoid adding any prohibited disease claims about pathogens such as bacteria, fungus, viruses, yeast, protozoa, or microbes in your content. Dietary supplements that make disease claims are prohibited from sale and listing on Amazon. For more details, visit the Prohibited product claims page on Amazon Seller Central.

Selling in the supplement category can be very competitive but, using these elements in your listings will help you stand out from the competition. Don’t be afraid to reuse certain digital assets, and be sure you do your research before making updates. Grab baseline data and measure the effects on your listings over time.

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