The market for supplements on Amazon has exploded.
It ranges from medical supplies to essential oils to beauty products.
The total vitamin, minerals and supplements sales reached $12.6 billion in 2023, a 14.6% increase compared to the year prior.
Based on all this, it seems like this is the best time to sell supplements on Amazon.
Now that you know all this, you’re probably tempted to start selling.
But, don’t rush into this.
There is a process and rules for selling supplements on Amazon, set for security and safety of consumers.
You need an Amazon dietary supplements approval and an approval for a gated category.
If you want to learn how to sell supplements on Amazon – and fast, keep reading this article.
Do you need a license to sell supplements online?
While there's no specific 'supplement seller's license,' other licenses or permits might apply based on your business's specifics.
For instance, most businesses need an Employer Identification Number (EIN) from the IRS for tax purposes. Depending on your state and local laws, you might also need a general business license.
Now, onto the supplements themselves.
Dietary supplements fall under the purview of the FDA. They're regulated as a category of food, not drugs, so you don't need FDA approval to sell them.
But, they must comply with the Dietary Supplement Health and Education Act (DSHEA) of 1994.
The DSHEA forbids selling supplements that are adulterated or misbranded, i.e., unsafe or falsely labelled.
If you manufacture your own supplements, you should also adhere to the FDA's Current Good Manufacturing Practices (CGMPs).
These ensure that your products are produced in a quality manner, don't present health risks, and are properly labelled.
While online platforms like Amazon might have their own set of requirements, there's no longer a hefty approval fee to sell supplements there.
Can you sell supplements on Amazon?
While it isn’t necessarily illegal to sell supplements on Amazon, these usually fall into the gated category.
Seeing how there are plenty of products in this category that are unsafe to use, unapproved and counterfeited, Amazon works hard to reduce the risks for its users.
It’s only expected – with all the fake jewelry, pirated DVDs, knockoff watches, creams that are untested, it’s hard to know what option is safe for you.
This is why Amazon is so popular – because they put a great deal of effort into ensuring that the things sold there are legitimate.
Gated vs Ungated Categories on Amazon
There are three categories for restrictions on this platform: based on brand, on condition, and on category.
The most stringent restrictions are set on entire categories.
It’s just like it sounds – Amazon will only allow you to sell in a restricted category if you apply and get their approval to do so. These categories are gated categories.
Ungated categories, on the other hand, are open for sellers and don’t require an approval.
However, they can still come with some brand and product restrictions.
For example, Disney and Nike will have their brands protected, and people who want to sell their things online will need an approval.
If you’re selling something from a brand and Amazon requires permission, you need one from the brand and after that – one from Amazon.
Finally, there are the restrictions that refer to the product’s condition.
In the Toys category, for example, it is not allowed to sell used toys.
At this point, you should know that Supplements are agated category which means that, no matter what you plan to sell within its range, you need approval from Amazon.
Can You Make Money Selling Supplements on Amazon?
Amazon has tens of thousands of listings for supplements, which makes for an incredibly competitive environment for sellers.
There are tons of brands that launch their products in this category after they get the Amazon dietary supplements approval.
And the interest in supplements is on the rise.
But looking at just one line doesn’t show the full picture.
Compared to diets, we can see people are less interested in learning about diets while the interest in supplements is on the rise.
If you do it right, you can enjoy tremendous success due to the high traffic on the website and the quality of your offers.
According to eMarketer, the e-commerce sale of supplements online is projected to top an incredible sum of $85 billion by the end of this year.
This might not all happen on the Amazon pages, but seeing how this is one of the biggest platform for online purchases, it’s safe to say that it’s your best shot at getting more revenue.
How to Get Approved to Sell Supplements on Amazon
Now we’ve come to the most important thing – learning how to get approved to sell supplements on Amazon.
Getting an Amazon dietary supplements approval is not hard if you know what is asked of you.
In the past, sellers were required to pay a hefty $3000 fee just for approval to trade dietary supplements on Amazon.
Thankfully, this rule is no longer in effect. This change means your upfront costs are drastically reduced, making this an incredibly profitable time to enter the market.
Automatic Approvals
In some cases, this will be automatically approved, which happens without notice and randomly.
Amazon hasn’t shared details about when this applies and for which categories it will work.
We can only guess – and we have a pretty good idea of what can boost your chances of getting approval.
Your success with the Automatic Approvals system is most likely based on your seller metrics and the age of your account.
If Amazon already trusts you as an honest and safe seller, they might be willing to give you a chance without asking you to jump through hoops for approval.
Still, you first need to try to see if you’ll get an automatic approval.
Getting an approval is easy if you follow these steps:
1. Click on “Add a product”
You’ll find this in Seller Central under the inventory link.
When you get there, search for the item you want to sell.
If you are unsure, pick any product that you know is listed in the gated category.
2. Find the “Listing Limitations Apply”
When you find an item that has restrictions, you’ll see this phrase.
Click the Listing Limitations Apply link that appears across from the item.
3. Request an Approval
At this point, you should see a button named “Request Approval”.
Just click on it to begin the application process.
Once you do this, the process of approval will begin.
This can differ depending on the category and products you are trying to sell.
If you got it right away, great!
In this case, Amazon will send you a message that looks something like this:
“Your selling application is approved. Congratulations! Your selling application for category name/brand has been approved based on your performance history.”
Manual approval for selling Dietary Supplements on Amazon
Unless you’ve spent a lot of time selling on Amazon, chances are you’ll still need to provide some information to get the supplement's approval.
You can check the status of the application at any moment, and you’ll receive a notification by e-mail when you are approved.
Dietary supplements are a gated category with strict requirements for approvals.
The Terms of Service in this category have changed tremendously due to the growth of sales and the pandemic.
We cannot emphasize enough how important it is to keep your seller account up to date with the changing policies since these are expected to change even more in the months that follow.
But, let’s get you started for now.
Before you do anything else, make sure you have the following:
- Professional seller account: If you don’t have one already, create a new seller account as soon as possible.
- Clean track record: If the account you’ve been using has canceled orders and many late deliveries, you might want to consider opening a new one. This can seriously harm your chances of getting an approval.
Other documents
Finally, Amazon will require some additional documents to give you the approval.
Here is a full list of them:
- A Good Manufacturing Practice (GMP) certificatesome text
- National Labeling of Dietary Supplements (21 CFR 101.36)
- Current Good Manufacturing Practice or cGMP for dietary supplements (21 CFR 111)
- Current Good Manufacturing Practice, Hazard Analysis, and Risk Based Preventative Controls for Human Food (21 CFR 117)
- A Certificate of Analysis (COA)
- Product photos: These must be real images showing all sides of the product, preferably taken on a clean surface with a good camera. Make sure they are not blurry.
- A purchase order from the manufacturer
Alternatively, instead of the GMP and COA, you can also provide evidence of product enrollment or participation in one of the third-party certification programs:
- NSF/ANSI 173 Product Certification
- NSF Certified for Sport®
- BSCG Certified Drug Free®
- Informed-Choice/Informed-Sport Program
- USP Dietary Supplement Verification Program
If you've already been certified by one of these programs, that covers part of the requirement.
You would still need to provide the product photos and the purchase order from the manufacturer to confirm that you are indeed the brand owner.
If you plan to sell weight loss, sexual enhancement products, and products for weight management, you’ll need additional CoAs for some controlled substances, too.
For a more in-depth understanding, you can access Seller Central on Amazon to read the latest updates - the page was most recently updated on July 1st, 2023.
Requirements to sell supplements on Amazon
We work with a few supplement clients, and a frequently asked question is, "What are the requirements to launch supplements on Amazon?"
To simplify this, we’ve created a complete list of all the required documentation you will need to get an Amazon dietary supplements approval.
For every dietary supplement you want to sell, you need to follow these rules in order to be compliant:
Packaging conditions
- The product is sealed in the original packaging from the manufacturer
- All supplements are unused and new
- Every supplement image displays the identifying codes on the packaging such as lot numbers, matrix codes, and serial numbers
Labeling and detail pages
- Every label and detail page is in English and includes: some text
- the name of the supplement,
- the total quantity in the package,
- a “ Supplement Facts” panel,
- the list of ingredients, and
- the name and address of the manufacturer, distributor, and/or packer
- Detail pages do not include any disease name
- The label does not claim that the product has the same effect as prescription drugs or controlled substances
- The label and detail pages do not state that the product will treat, cure, prevent, or mitigate a disease unless this is FDA-approved
- The label and detail pages do not claim that the product is FDA-approved or use the FDA logo if this is not the case
- The label does not state: “ not for retail sale”, “tester” and/or “not intended for resale”
- Detail pages do not claim that the product has a similar effect to that of legal steroids or anabolic steroids
Supplement name and ingredients
- Supplements must not be named in a safety alert or an FDA recall
- Supplements must not contain FDA-prohibited ingredients
- Supplements must not be identified as adulterated or/and misbranded
- Supplements must be safe to use and cannot be FDA-restricted as an unreasonable risk, or named by the FTC for making untrue marketing claims
- Supplements must not contain any controlled substances such as cannabidiol, List I chemicals as designated by the DEA, etc.
Amazon policies
- Products must not contain ingredients derived from whales, sharks, porpoises, and/or dolphins
- Products must not contain more than 12% hydrogen peroxide
- Sellers cannot market or sell patches marked as detox or dietary products
Best supplements to sell on Amazon
By offering a unique, high-quality product within these popular categories, you're well on your way to securing a successful niche in Amazon's thriving supplement market.
While these supplement categories are currently leading the pack on Amazon, it's essential to continue monitoring trends as consumer interests shift.
Protein Powders
Topping the chart, protein powders are a hot favorite among fitness enthusiasts, athletes, and health-conscious individuals.
This category's demand spans from whey protein to plant-based alternatives.
If you're considering selling protein powders, consider a range that includes various flavors, vegan-friendly options, and products designed to meet specific dietary requirements.
Multivitamins
The evergreen appeal of multivitamins keeps them flying off the shelves.
These all-in-one powerhouses offer a blend of essential vitamins and minerals.
To cater to the diverse audience, consider offering multivitamins tailored for different age groups, genders, and even organic and allergen-free versions.
Omega-3 and Fish Oil
Omega-3 and fish oil supplements are consistently popular due to their wide-ranging health benefits, including heart health, brain function, and anti-inflammatory properties.
Products that are sustainably sourced and certified for purity can help you stand out.
Consider providing 'burpless' or flavored versions for added consumer appeal.
Probiotics
Probiotics have gained momentum, with increasing awareness about gut health and overall wellness.
These beneficial bacteria support digestion, immune function, and more.
Offering specific formulas, such as those designed for women's health, immunity, or weight management, will enhance your product's attractiveness.
Vitamin D
With the modern lifestyle leaning towards indoors, Vitamin D deficiency has become a common issue.
Known for promoting bone health, immune function, and mood regulation, Vitamin D supplements are in high demand.
Try offering high-potency options and Vitamin D derived from natural sources to capture a larger market share.
How to sell supplements on amazon
Now that’ve covered all the requirements, here's a step-by-step guide to launching your supplement business on this mega e-commerce platform.
1. Choose the Right Supplements to Sell
Identify the best-selling supplement categories on Amazon, like protein powders and multivitamins, and spot opportunities within these sectors.
Keep track of emerging trends, like vegan supplements or organic options, to stay ahead of the curve.
2. Source High-Quality Products
Sourcing plays a pivotal role in your success.
Whether you manufacture your own or partner with a supplier, ensure your products are of top-notch quality, manufactured in FDA-approved facilities, and adhere to Good Manufacturing Practices (GMP).
3. Create Your Amazon Seller Account
To kick-start your business, create an Amazon Seller Account.
You'll need to provide your business information, agree to Amazon's terms and conditions, and select the "Fulfilled by Amazon" (FBA) option for hassle-free logistics.
4. List Your Products
Once your account is set, create compelling product listings. Use high-quality images and write persuasive product descriptions.
Highlight unique selling points and benefits of your supplements.
Don't forget to optimize your listings with relevant keywords to improve visibility.
5. Manage Inventory
Maintaining optimal inventory levels is crucial.
Too much can lead to high storage costs, while too little might result in stock-outs and lost sales.
Utilize Amazon's inventory management tools to stay on top.
6. Promote Your Products
Amazon offers numerous promotional tools like Sponsored Products, Lightning Deals, and Coupons.
You can also leverage off-Amazon marketing channels such as social media, content marketing, or influencer partnerships to drive traffic to your listings.
7. Deliver Excellent Customer Service
Maintain high seller ratings by providing top-tier customer service.
Address queries promptly, handle returns effectively, and encourage satisfied customers to leave positive reviews.
Final Thoughts
The lists in this article might seem lengthy, but following them gives you a great chance to earn high revenue by selling supplements on Amazon.
Seeing how this is one of the most-visited, most-trusted platform by millions of users worldwide, it gives you an opportunity for a wide reach and amazing lead generation.
Yes, you should definitely try your luck and see if you’ll get an Automated Approval by Amazon, but even if you don’t, there’s no need to worry.
If you follow the detailed steps here, you’ll easily learn how to sell supplements on Amazon –and get an approval fast. Good luck!
