-ai.png)
Brands that want to sell supplements on Amazon must comply with stricter standards.
On April 2, the ecommerce giant enacted sweeping changes to its supplement sales policy. The new Amazon policy requires all dietary supplements to undergo third-party verification.
Failure to comply could result in product listings being suppressed or removed from Amazon. But, higher standards shouldn’t deter supplement sellers from Amazon. e-Commerce represents 15.1% of the total supplement market and 77% of supplement sales happen through Amazon, according to the National Library of Medicine.
In this guide on how to sell supplements on Amazon in 2024, we'll break down the dietary supplement policy changes and the third-party verification process to make sure your dietary products can be sold prominently on Amazon.
Supplements Impacted by Amazon’s Policy Change
Amazon's new policy focuses on "dietary supplements." This includes everyday products like multivitamins, herbal supplements, protein powders, amino acids, and other items people use to support their health and wellness.
Examples of these types of products include, but aren't limited to:
Multivitamin capsules
Protein powders or meal replacement shakes
Probiotic capsules for gut health
It's important to note that the U.S. Food & Drug Administration (FDA) has specific rules about supplement manufacturing, labeling, and marketing dietary supplements. These rules govern what ingredients are allowed, what claims you can make about your product's benefits, and any potential warnings that need to be included on the label.
While Amazon doesn't directly regulate supplements like the FDA does, it has always had guidelines in place for supplements sellers on their platform.
If you have any doubts about whether your specific products fall under the "dietary supplement" category, it's best to consult Amazon's official guidelines.
Key Changes to Amazon’s Supplement Sales Policy
Mandatory third-party verification is the most significant change under the new policy.
As of April 2024, all dietary supplements must be tested and certified by an approved third-party Testing, Inspection, and Certification (TIC) company. These independent companies specialize in testing products that meet safety and quality standards.
Additionally, the rules surrounding Certificates of Analysis (CoAs) have become more stringent. CoAs, which are reports detailing a product's ingredients and their quantities, have always been required by Amazon. However, now supplements must be issued directly from an approved TIC partner of Amazon.
These CoAs must also include specific testing results that confirm the supplement meets these specifications:
Products do not contain contaminants that may pose a human health or regulatory concern
Products contain the ingredients claimed on the product label
Products do not contain undeclared active pharmaceutical ingredients (APIs)
This aligns with the industry standards already set by regulatory organizations like NSF International/American National Standards Institute or the United States Pharmacopeia.
What Amazon Requires for Supplement Sellers in 2024
According to the Amazon Sellers Attorney, be prepared to provide the following for each supplement you sell on Amazon:
Certificate of Analysis (CoA) and/or MSDS:
Must include lot number and manufacture date.
Expiration date cannot be in the past.
Shows the name and address of the manufacturer or distributor.
Issued by an ISO 17025 certified laboratory.
Issued within the last six months.
Quantifies ingredients to match supplement facts on the label.
Clearly states the product name.
Product Packaging Picture (PPP):
Clear image of the supplement facts panel AND ingredient list.
Shows name and address of the manufacturer.
Matches product name listed on Amazon.
Letter of Guarantee (LoG) from Manufacturer
Includes the full product name as seen on the label.
Confirms the product is made according to Good Manufacturing Practices (GMPs).
Assures that ingredients are safe and legal as defined by the FD&C Act.
Affirms that the active ingredient levels match the label claims and are safe for consumption.
These requirements are subject to change. Check directly on Amazon's Seller Central for the most updated versions of their "Food Supplements" and "Dietary Supplements" policy pages.
How to Sell Supplements on Amazon in 2024
Even if you've been a supplement seller on Amazon for years, you may be asked to re-verify your products and provide updated documentation.
To comply with Amazon’s policy for testing verification, follow these steps:
Go To Your Manage Your Compliance Dashboard.
Click Add Compliance Next To The Product.
Select Request Lab Service.
If you believe that your products do not require testing verification, follow these steps:
Go To Your Manage Your Compliance Dashboard.
Click Appeal Request And Choose An Appeal Reason. You May Also Add Comments.
Click Submit.
What If Your Supplement Doesn’t Comply with the New Amazon Supplement Policy?
Learning your supplement doesn't meet Amazon's updated standards can be stressful and jeopardize sales.
Ignoring non-compliance isn't an option. Amazon may suppress or remove your listings, impacting sales. In severe cases, you might even face account suspension. However, there are solutions to help you maintain your presence on this major marketplace.
The Path to Compliance
There are three main reasons why your supplement wouldn’t meet Amazon’s new compliance standards: documentation, labeling, or the product formulation itself.
If the problem lies in your documentation (like an outdated CoA), work with your manufacturer and testing lab to obtain the correct, up-to-date documents.
If incorrect labeling is the issue, it’s likely the packaging is missing information. It may have inaccurate ingredient lists or health claims that don't meet FDA regulations. If so, the FDA website outlines how to label a supplement correctly.
However, if the issue is the ingredients or formulation, reformulation might be the only option. This means adjusting your product to meet both Amazon's requirements and safety regulations outlined by the FDA.
How BevNutra Can Help:
We understand the complexities of Amazon's supplement policy and the challenges of product reformulation. BevNutra specializes in:
Reformulation Guidance: We can help you modify ingredients, dosages, or product forms to achieve compliance without sacrificing the core benefits that your customers value.
Testing and Documentation: We partner with trusted laboratories to ensure your reformulated product meets Amazon's third-party testing standards and provide the right CoAs and certifications.
Partnering with a company like BevNutra gives you the expertise to adapt quickly to Amazon's requirements and protect your sales. Reach out to us for a complimentary supplement manufacturing consultation – let's turn this policy change into an opportunity to strengthen your supplement listings.
Frequently Asked Questions
Does Amazon regulate supplements?
Amazon doesn't directly regulate supplements like the FDA does. However, they have strict policies in place for sellers to ensure the dietary supplements on their platform meet safety and quality standards. As of April 2024, it requires third-party verification, detailed Certificates of Analysis, and adherence to FDA labeling regulations.
Does Amazon check supplements?
Yes, Amazon checks supplements. They don't physically test products themselves, but they require sellers to provide:
Proof of third-party testing from approved labs.
Certificates of Analysis (CoAs) with specific details.
Product images clearly showing ingredient and supplement facts panels.
Can I sell dietary supplements on Amazon?
Yes, you can sell dietary supplements on Amazon, but you must adhere to a strict policy:
Obtain third-party verification from an approved laboratory.
Provide accurate and up-to-date Certificates of Analysis (CoAs).
Ensure your labeling and marketing claims comply with FDA regulations.
Amazon's policies can change, so always refer to their Seller Central pages for the most current information.
Is it safe to buy supplements on Amazon?
Amazon's policy changes aim to make buying supplements on their platform safer. However, it's always wise to do your due diligence:
Choose products from reputable brands with verified status.
Read customer reviews critically.
Check the ingredient list and supplement facts carefully.
If you have concerns, consult a healthcare professional before taking any new supplement.
Why did Amazon change its policy on supplement sales in 2024?
Amazon requiring third-party testing to comply with NSF/ANSI or USP standards raises the bar for dietary supplements sold on its platform. The goal of the policy is to ensure products are safe, accurately labeled, and free from contaminants.
The policy change comes after a separate incident in December 2023 when the FDA issued a warning letter to Amazon for selling “energy boosting” supplements that contained sildenafil or tadalafil, the active ingredients in the drugs Viagra and Cialis.
The risks of taking sildenafil include irregular heartbeat, heart attack, stroke, and death, according to the Center for Science in the Public Interest. Tadalafil can cause hearing loss, blindness, irregular heartbeat, and sudden cardiac death, according to CSPI.