The Real Challenges of Selling Supplements on Amazon (And How to Beat Them) - BellaVix

The Real Challenges of Selling Supplements on Amazon (And How to Beat Them)

Blenda Luta | January 7, 2025

The Real Challenges of Selling Supplements on Amazon (And How to Beat Them)

Selling supplements on Amazon is a huge opportunity for brands to reach millions of potential customers every day. Amazon’s massive reach makes it an ideal place to grow, especially for supplement brands targeting health-conscious shoppers. But selling in this space means playing by Amazon’s strict rules—everything from FDA compliance to clear labeling needs to be spot-on. Trust is everything in this category, and success comes down to quality, reviews, and solid branding.

The Supplement Market on Amazon

The supplement space on Amazon is massive—worth billions and growing—driven by people’s increasing focus on health and wellness. From vitamins and protein powders to probiotics and herbal remedies, the market is packed. But so is the competition. Standing out takes more than just a great product. Winning here means optimizing listings with the right keywords, sharp images, and compelling descriptions. Amazon’s advertising tools, like Sponsored Products, can give sellers a big edge. Earning “Best Seller” or “Amazon’s Choice” badges can make a big difference in visibility and sales.

The Cost of Selling Supplements on Amazon

It’s not cheap to sell supplements on Amazon. There’s the 15% referral fee, FBA (Fulfilled by Amazon) fees, warehousing, and testing costs to stay compliant. Then there’s marketing—PPC ads and promotions can get pricey but are often necessary to get noticed. Some sellers invest in enhanced brand content to boost conversions. While the upfront costs can add up, the long-term payoff can be worth it for brands willing to invest and navigate Amazon’s landscape.

 

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Common Challenges in Selling Supplements on Amazon

Common Challenges in Selling Supplements on Amazon

Selling supplements isn’t just about listing products and waiting for sales. There are some real hurdles to overcome:

1. Compliance and Documentation

  • Supplements are restricted on Amazon, so you’ll need approval before listing.
  • Amazon asks for documents like GMP (Good Manufacturing Practice) certificates, Certificates of Analysis (COA), and FDA compliance paperwork.
  • Labels must follow Amazon and FDA guidelines—ingredient lists, supplement facts, and claims all need to be accurate.

2. Prohibited Ingredients

  • Certain ingredients (like yohimbine or DMAA) are a no-go on Amazon. Listings with banned substances can lead to account suspensions. Amazon updates its list frequently, so staying informed is crucial.

3. Health Claims

  • Be careful with product claims. Anything that sounds like a medical promise (“cures cancer” or “treats anxiety”) can get listings pulled fast. Even softer claims like “boosts immunity” need to be backed by real evidence.

4. Counterfeits and Authenticity

  • Supplements are often targeted by counterfeiters. Enrolling in Amazon’s Brand Registry or Transparency Program helps protect your listings.

5. Listing Deactivation

  • Amazon can deactivate listings for missing documentation, customer complaints, or poor performance metrics.

6. Competition

  • The supplement market is crowded. Private labels and big brands dominate, making PPC ads and branding essential.

7. Reviews (Both Real and Fake)

  • Some sellers deal with fake reviews—positive or negative. Managing reviews within Amazon’s guidelines is critical to staying competitive.

8. Logistics and Storage

  • Supplements often need specific storage conditions (temperature, light, humidity). If you’re using FBA, make sure Amazon handles your products properly. Keep track of expiration dates to avoid wasting inventory.

9. Global Compliance

  • Selling globally means navigating different regulations. The EU has EFSA guidelines, Canada requires NPN approval, and the U.S. follows FDA standards.

10. Advertising Limits

  • Amazon restricts ad targeting for certain keywords like “weight loss” or “anxiety.” This can make marketing supplements tricky.

Overcoming the Challenges of Selling Supplements on Amazon

Overcoming the Challenges of Selling Supplements on Amazon

  • Get Documentation Ready – Have all certificates and testing done before listing.
  • Stay Informed – Keep tabs on Amazon’s policies and FDA regulations.
  • Focus on Branding – Stand out with premium packaging, unique selling points, and compliant labeling.
  • Monitor Your Listings – Use tools to track reviews, listing health, and policy updates.
  • Leverage Amazon Programs – Enroll in Brand Registry and Transparency to protect your products.
  • Use FBA – Let Amazon handle logistics, but stay on top of storage and inventory conditions.

Tips for Maximizing Profitability

  • Quality First – Make sure your supplements are GMP-certified, third-party tested, and clearly labeled. Highlight this in your listings.
  • Optimize Listings – Use high-volume keywords, great images, and detailed product descriptions to boost visibility and conversions.
  • Run Ads Smartly – Use Amazon PPC to drive traffic. Start small, refine based on performance, and scale as needed.
  • Build Reviews – Ask for reviews (within Amazon’s guidelines) and focus on customer service to boost positive feedback.
  • Track and Adjust – Keep an eye on sales data, PPC performance, and competitor activity. Adjust listings and pricing regularly to stay competitive.

FAQs – Selling Supplements on Amazon

1. How much does it cost to sell supplements on Amazon?

The cost depends on your selling plan. Amazon offers two options:

  • Individual Plan – $0.99 per item sold.
  • Professional Plan – $39.99 per month (unlimited sales).
    On top of that, Amazon charges a referral fee per sale, typically 15% for supplements, regardless of your plan. Additional fees for fulfillment, storage, and advertising may apply.

2. How do I start selling supplements on Amazon?

Selling supplements on Amazon can be highly profitable, but it requires careful planning and compliance.

  • Create an Amazon seller account – Choose between Individual or Professional. Professional accounts unlock Fulfillment by Amazon (FBA) and Prime Shipping.
  • Meet Amazon’s compliance checklist – This includes requirements for packaging, labeling, and supplement ingredients.
  • Apply for FBA approval – Submit product photos, invoices, and supporting documents like a Certificate of Analysis (COA) or GMP certificate.
    Once approved, your supplements will qualify for Prime Shipping, increasing visibility and sales potential.

3. How do I launch my supplement brand on Amazon?

To build a supplement brand on Amazon:

  • Register as a professional seller for access to FBA and Prime benefits.
  • Ensure compliance with Amazon’s supplement guidelines on labeling, packaging, and documentation.
  • Submit for gated approval – Amazon may request invoices, product photos, and certifications (COA or GMP).
    Proper setup and compliance not only ensure your brand gets approved but also help build trust with buyers.

4. Can I sell unopened vitamins online?

Yes, unopened vitamins can be sold on platforms like Amazon, eBay, and other marketplaces. Make sure to check the specific rules and regulations for each platform. Some may require additional permits or licenses depending on the product and category.

5. Do I need a license to sell supplements or vitamins?

In the U.S., you don’t need a license to sell supplements. However:

  • You must comply with FDA regulations regarding labeling and safety.
  • Business registration and proper product documentation (like COA or third-party testing) are essential.
    Staying compliant ensures smoother operations and fewer disruptions to your listings.

6. Is selling supplements on Amazon profitable?

Yes, but it’s competitive. Success depends on:

  • Differentiating your products – Focus on unique ingredients, quality branding, and verified reviews.
  • Optimizing your listings – Use high-converting keywords, professional images, and compelling product descriptions.
  • Running PPC campaigns – Amazon ads drive traffic and visibility in a crowded space.
    With the right approach, selling supplements can generate significant returns.

7. What are the requirements to sell supplements on Amazon?

To sell supplements, you need:

  • A Professional Seller Account.
  • Tax and bank account information for registration.
  • Full compliance with Amazon’s Dietary Supplement Policy – this includes ingredient safety, proper labeling, and quality assurance documentation.
    Meeting Amazon’s performance metrics for customer satisfaction and shipping is crucial for maintaining your account.

8. How much does Amazon charge to sell supplements?

Amazon typically charges a 15% referral fee on each sale in the health and personal care category, which includes supplements. Additional fees include:

  • FBA fulfillment fees (if using Fulfillment by Amazon).
  • Storage fees for inventory held in Amazon warehouses.
  • PPC advertising costs to promote your listings.

9. Is there still a $3000 fee to sell supplements on Amazon?

No, Amazon no longer charges the $3000 approval fee to sell supplements. Sellers now only need to meet the requirements outlined in Amazon’s Dietary Supplement Policy. This includes submitting the necessary documentation and ensuring products meet Amazon’s safety and compliance standards.

10. Where can I get help with selling supplements on Amazon?

If you’re ready to take the next step or need help navigating the complexities of selling supplements on Amazon, BellaVix is here to help. Our team specializes in scaling brands in competitive markets like supplements. Fill out the form below, and let’s start growing your brand.

Conclusion

Selling supplements on Amazon offers massive growth potential, but it comes with strict regulations, intense competition, and ongoing costs. Success hinges on product quality, compliance with Amazon and FDA guidelines, and strong branding. Sellers must manage documentation, avoid prohibited ingredients, and be mindful of health claims to prevent listing deactivations.

Key challenges include counterfeits, listing suspensions, and high PPC costs. To stand out, sellers need optimized listings, compelling visuals, and consistent ad strategies. Programs like Brand Registry and Transparency help protect listings, while FBA streamlines logistics but requires proper inventory management.

Scaling requires constant monitoring, adapting to policy updates, and investing in customer trust through reviews and premium branding. Despite the hurdles, the supplement market is thriving, and for brands willing to invest and stay compliant, the opportunity is well worth it.

Ready to Take Your Amazon Sales to the Next Level?

We know the supplement market on Amazon is competitive, but with the right strategy, the potential for growth is huge. Whether you’re just getting started or looking to scale, having a partner who understands the ins and outs of the platform can make all the difference.

By filling out the form below, you’re taking the first step toward streamlining your Amazon strategy, boosting visibility, and driving more sales. Let’s collaborate to optimize your listings, maximize your ad spend, and ensure your products meet all compliance standards—so you can focus on growing your brand.

Tell us a little about your business, and one of our eCommerce experts will reach out with actionable insights to help you succeed. No pressure, just real advice tailored to your goals.

Fill out the form below and let’s start building your path to success on Amazon.

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