Introduction
Hey all, I'm Riley Bennett, founder of Amazing Marketing Co. We are a full-stack Amazon Growth Agency and we specialize in the supplements niche. Having worked with tons of supplements companies, we've seen what it takes to be successful. I wrote this guide to help you know the reality of what to expect, what it takes, and how to maximize chances of success.
RB
by Riley Bennett
What's the Best Amazon Launch Strategy for Supplements?
Here's our 5-Step Launch Playbook for launching & ranking supplements on Amazon.
I have been launching products on Amazon for over 10 years, and I've boiled it down to this key framework. If you don't have all of these pieces dialed in, you will find it hard to get traction
Step 1) High Converting Product Page
- You've created a great product. Now it's time to SELL it.
- Make sure you work with a copywriter and graphic deisgner that specialize in Amazon and know how to SELL
- My creative team amazingcreative.io can handle your graphic design & copywriting needs. We specialize in high converting product pages and storefronts.
Step 2) Get 30 Reviews Fast ⭐
After launching tons of supplements, we've found that when we get our first 30 reviews in the 30 days, it tends to be a good launch. Without getting initial reviews fast in 30 days (at least 10 minimum), then your conversion rate will suck and you won't get traction.
- Do 20 reviews via Amazon Vine
- Do 20 reviews via a product tester site (We use fbareviews.com - ask for a discount code)
Step 3) Start on Sale 🏷
A common mistake we see is when companies launch on Amazon at their regular price. We've found after launching tons products that in order to get traction, it's essential to start on sale.
- Start at a heavy discount
- 50% off week 1-2, 40% off week 3-4, 30% off week 50-6, 20% off until you have satisfactory rank
- A/B test prices over time
Step 4) Amazon PPC Blast 💳
- Start aggressive
- $100/day budget to start gathering data
Step 5) Send External Traffic 📣 (Optional)
- Optional if needed for extra rank boost: Giveaway/rebate campaign via Rebaid.com
- Existing email list & social followers. If you have them, let them know.
Graphic Designer & Copywriting
You've developed a great product.
Now you need to SELL it.
My creative team amazingcreative.io can handle your graphic design & copywriting needs. We build out your product pages and storefront.
Branding
Have you gotten professional branding done yet? This means logo, packaging, brand voice, positioning, website, etc.
Make sure to invest in professional branding.
Good branding is essential for long-term success – on Amazon, and on any platform.
If you need branding, I can make a recommendation based on your needs and budget.
What is branding? Here are some examples of great branding:
Branding Agencies
Title Brands
Title Brand Management
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Examples of Good Branding
Amazon.com
VYBRANCE LABS Creatine Monohydrate Gummies for Women & Men - 5g Creatine with Taurine & B12 for Energy, Muscle & Focus | Vegan, Sugar Free, Gluten-Free | Creatine Monohydrate | 120 ct Green Apple
Buy VYBRANCE LABS Creatine Monohydrate Gummies for Women & Men - 5g Creatine with Taurine & B12 for Energy, Muscle & Focus | Vegan, Sugar Free, Gluten-Free | Creatine Monohydrate | 120 ct Green Apple on Amazon.com ✓ FREE SHIPPING on qualified orders
Need branding? Get in touch with our creative team at amazingcreative.io.
Photography
You will want to invest in the best professional photoshoot (and video) that you can get with your budget. Good photography is the bedrock of a great listing. Yes, you will also use 3D renderings, but you will want real-life photos as well.
Here are some photography agencies specializing in the health & wellness / supplements space.
Soona.co offers the "Amazon A+ Content Premium Pack" for only around $1000. It's a good option. It includes 6 photos and a 30-second video, in a kitchen setting with a model.
Another good option is Micromercial. I used them before for my product's lifestyle photos + video. They can shoot in a modern kitchen setting. Their kitchen photoshoot + video package is around $2k.
If you have specific requirements, let me know what you’re looking for and I can point you in a direction.
Why is Organic Rank Important?
Did you know that Amazon is the largest serach engine in the world, after Google & YouTube?
Ranking high on page 1 is the whole game of Amazon.
Around 70% of sales happen in the top 20. This is the game we're playing.
This is the system we install in our client's businesses.
How The Amazon Ranking Algorithm Works
How high you rank is basically a factore of how well you convert, and how many units you've sold in the past 180-days. So that's why you want to push hard for sales in the first 6 months.
Also, to rank high on page 1, you need to have enough FBA inventory to support that, or the algorithm won't allow you to rank there.
Subscribe & Save – What to Know
Subscribe & Save (also referred to as S&S, SnS, or SNS) is an important part of successfully selling supplements on Amazon. Here are some things to know.
- You will usually get S&S access in the first couple months.
- It takes 12 months from S&S being unlocked for an account to see the Lifetime Value of Customer data.
- Utilize strategic S&S discounts
- Utilize strategic S&S coupons
- "How to get the second sale" vs "other product sales"
- Retargeting coupons
- Average non-subscriber orders 2-4 times a year
- Average subscriber orders 4-6 times a year
- A good repurchase rate is
- View your S&S stats here: https://sellercentral.amazon.com/sns/dashboard
This chart above shows the growing # of subscribers YoY.
Average Revenue per Subscriber vs Non-Subscriber: 1.5x is Good. 1.9x is Great.
Launch Costs Sheet
Below are some budget examples of what I consider to be the absolute minimum budget, a good budget, and a better budget. Like any business, the more startup capital you have, the greater your chances of success.
Startup Costs
Monthly Costs
FREE Supp Launch Budget Calculator. Make a copy and play around with it.
Subscribe & Save Coupon Hack
Subscribe & Save coupons! They are our favorite marketing feature since Subscribe & Save came out!
These are a huge opportunity for sellers. These coupons give shoppers an additional discount on their FIRST eligible S&S order.
This hack is similar to the Subscribe & Save discount hack, but instead you are using a Subscribe & Save Coupon. Try this out when you want to push for rank!
Here's how it works. Turn on a S&S coupon to revive sales for slow-moving products. Start with a low discount like 10% and increase it every 1-2 weeks – monitor results and rank.
S&S Coupon Campaign to Push Rank & Subscribers
The higher discount, the more sales you’ll get, thus the higher you’ll rank. Remember as always, pay close attention to inventory.
Case study: We were able to rank for this client’s supplement product on page 1 in a super competitive niche by implementing a stratetic 40% off SnS coupon.
Hack to get more Subscribe & Save orders
Add a Subscribe & Save call to action image in the gallery images and A+ content! Below is a good example from our client. Make sure it’s large and glanceable.
Pro tip: You can also mention the S&S discount in your videos – but don’t mention a specific amount in videos because that can change.
Say something like “and you can get an amazingly sweet deal via Subscribe & Save on Amazon! Just click order Subscribe & Save!
Insert Card Hack
- Using an insert card will do 2 things
- Build your email list
- Get you a higher review rate
- The highest converting CTA is: “Scan here for a FREE bottle.”
- I found this tool Getreviews.ai that automates the whole flow. The QR code, the survey, asking for a review, delivering the free gift, and connecting so your email list.
- Here’s my insert card template.
For more details, watch this.
Hack to get more than 30 reviews in 30 days
When Vine reviews aren't enough, the next best way to get fast reviews is via product tester sites. They work similar to Vinel, just via a 3rd party. We have used fbareviews.com for a while now with success.
Step 1) Click on Verified Reviews.
Step 2) Select the package you want
Step 3) Follow the instructions to get set up
10% discount code: fba-rev-10
Hack to Remove Negative Reviews
When you see a review that is legitimately fraudulent or fake for any reason, you can submit a case to try to get it removed. It doesn’t always work, but there are some tips & tricks to maximize your chances.
There are multiple steps, so I'll leave a link below to our full SOP on how to remove negative reviews: SOP | How to Remove Negative Product Reviews on Amazon
2-Pack Hack
This simple hack can boost profits by 10% overnight.
It's simple: For your your best selling products, try adding a 2-pack variation option.
Often shoppers like to buy 2-packs if it’s a good deal, price-wise. Often you can offer a 2-pack for a good deal because of shipping cost savings. Many savvy Amazon brands are doing this.
Benefits:
- More revenue
- More profit
At the end of the day, by having the 2-pack option, about 10-20% of shoppers will choose this option, and you will end up having higher revenues, and higher profits.
How to: You’ll need to create a fresh ASIN Variation for the 2-pack. Your warehouse will need to package 2 units into a 2-pack and ship it to FBA that way. This can be done by simply putting 2 units into a larger box or poly bag and shipping it in that way.
Pro-tip: Test different price points and keep what’s makes sense (as always).
Case Study: I added a 2-pack of my product and I wish I did it sooner! Now it accounts for about 25% of our profits, and it boosted overall profits by about 10%!
Hack to Get More Vine Reviews
Update May 2025 – We've noticed that this does not work anymore.
This is a hack to get more than the maximum 30 Vine reviews if you are launching a product with multiple variations.
Step 1) Keep the variations separate at launch. Enroll each one in 10, 20 or 30 Vine reviews.
Step 2) Wait for the all of the reviews to come in. This can take 2-6 weeks.
Step 3) Combine the variations into one parent family. Boom! Now you have more than 30 Vine reviews under the parent.
Hack to Increase FBA Storage Limits
1
Step 1) Go to this page
Go to this page in SC: https://sellercentral.amazon.com/gc/fulfillment-by-amazon/storage-limit-increase-request
2
Step 2) Submit a request
It will you ask you for details and how much space you want, and when.
3
Step 3) Wait for approval
Whether you get approved or not depends on a variety of factors – and there are fees associated. But do know that this is available at your disposal.
Double Discount Hack
Try this out when you want to boost sales & rank. Activate a sale price and a coupon on at the same time. Now you have a red badge and a green badge simultaneously – this catches attention and gets more clicks.
Coupon Ladder Hack
Try this hack to revive sales for slow-moving products, and/or when to pushing for rank.
Start with a low discount like 10% and increase it every 1-2 weeks – monitor results and rank. You need to start with the low discount because coupons need to be the lowest price in 30-days to work. As always, Amazon changes these rules from time to time, so look up the latest info.
Here is a schedule framework to follow:
Percent Discount
Dollar Discount
Remember, the higher discount, the more sales & rank you’ll get. You are investing in building back up sales velocity, which will rank you higher and get you more organic sales. You can’t try to push rank and optimize for profit at the same time.
Hack to Unlock Premium A+ Content
This is a hack to unlock Premium A+ content, which allows you to add video modules.
Step 1: Activate Brand Story
Make sure Brand Story is activated for all ASINs (if you don’t have this yet, just whip up a temporary basic one). You must be Brand Registered for this, of course.
Step 2: Submit 5 Small A+ Changes
The second requirement is you need to have sure you have "at least 5 regular A+ content approvals in the last 12 months."
Here's the hack around this.
Step 1) Just make a tiny change on one A+ content listing (e.g. add an extra space somewhere) and then submit it for approval.
Step 2) Duplicate & make a small change on that version
Step 3) Repeat the same process 4 times.
Step 4) Come back in 7 days, and there should be a button inviting you to create Premium A+ Content!
"What if I don’t have any A+ content yet?" Just add one module of A+ content on one product (e.g. a text module). After it’s approved, do step 2.
NEW! Shoppable A+ Content Hack
This is basically a new A+ module where you can compare your own products, and it shows the price review rating summary and add to cart.
The hack
Step 1: Go to Premium A+ → Edit
Step 2: Add a Shoppable Comparison Chart Module
Step 3: Add your other products.
Step 4: Add relevant information in the table that would make sense!
Use Huel as a good example
Inventory Planning Hack
Use Helium 10 Inventory Management tool. It’s easier to use than Seller Central. Just set your lead time for each product and it alerts you when to order more, and how much. That being said, make sure you double check everything yourself and think about seasonality. Inventory is a very important part of your business so don’t rely 100% on software. It’s just a tool to make your life easier.
Us vs Them Hack
Adding a comparison chart can significantly improve CVR. Remember, Amazon is a comparison shopping platform. This is one of the most common low-hanging fruit things that I recommend to brands all the time, in terms of how to improve conversion rate overnight.
Tips & tricks
- Make it specific, simple, easy to read
- Compare to specific leading brands (you can blur out their logo)
- Show it better than tell
The below examples do a good job of showing the difference.
Looking to manage in-house & want all of my resources?
I got you! I made the ultimate DIY bundle with all my Templates, SOPs, Playbooks, Timelines, Speadsheets & more
Resources
List of Private Label Supplement Manufacturers
Google Docs
List of private label supplement manufacturers in the US
List of private label supplement manufacturers in the US Company Name,Website,Note Gemini Pharmaceuticals,<a href="http://www.geminipharm.com/">http://www.geminipharm.com/</a> Supplement Manufacturing Partners (SMP Nutra),<a href="https://smpnutra.com/">https://smpnutra.com/</a> Life Solutions C...
1000 Fastest Growing Supplement Niches on Amazon
Are you searching for your next profitable product? Would you like to know the 1000 fastest growing supplements search terms on Amazon? Well I did the research for you and put together a spreadsheet of exactly this. This sheet will save you countless hours of research. The data is current. You can have instant access to my Google Sheet for a very low price.
How to Get Approved to Sell Supplements (NEW Approval Rules)
Wondering what you need to get approved for selling in the dietary supplements category on Amazon? Below are the steps.
The hack here is to get approved fast is this: Have your ducks lined up AHEAD of time! Get your GMP and COA testing done ASAP as soon as you have a sample of the final product ready. That way, as soon as you add the product in SC, you can submit those documents, and get approved as fast as possible.
Compliance Rules
- Testing must be done through Eurofins, NSF or UL
- All new products need this
- Existing products - you'll get a notification if action is needed
- This is done in Manage My Compliance Dashboard
Update April 2024: Amazon requires that you go through Eurofins, NSF or UL.
Step 1) Add products in Seller Central
Here's what you'll need to create the product
- UPC/GTIN barcodes for each SKU
- Preferred SKU
- You make this up yourself. Use a system that identifies the product and variation. Eg. VITC200MG90CT
- Item dimensions & weight
- The bottle
- Package dimensions & weight
- If it's packaged in a box
- Main image
- Use a temporary one - you can change it later
- Product title & information
- Use a temporary info - you can change it later
What you'll need
With the above info, you should be able to save the product with temporary info. Then, you will get a nofication to provide further information for category approval.
- Real-world images of the product on all sides (bottle) (taken with a phone, on a table
- Real-world images on all sides, packaged (if it’s packaged in a box)
- COA
- cGMP certificate
- GS1 certificate of brand
- GTIN certificate (showing barcode)
- Trademark number or filing reference if you don’t currently have the trademark
After adding the products, you will be prompted to provide approval documents.
You will need to provide the following documents for each supplement product you want to sell. Prepare these things ASAP ahead of time because testing takes time.
From Amazon:
- You need a finished product Certificate of Analysis (COA) of declared dietary ingredients issued by an ISO/IEC 17025 accredited laboratory or in-house laboratory located in the above facility that is compliant with current GMPs.
- The COA must include the product name, batch number, test results, and test methods for each ingredient claimed on the supplement facts panel.
- Sometimes, Amazon requires that the COA include a toxicity report on certain elements.
- OR: If you already have one of these, you don’t need the GMP & COA. Evidence of product enrollment or participation in one of the following third-party quality 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, or UL Brand Certification Program
- Photos of the product: You'll need to show photos that show all 6 sides of the product label, clearly showing the product name and the name and address of the brand owner or manufacturer. Use a phone, put the product on a table.
This is an example of the 6 photos of each side of the bottle.
- Purchase order from the manufacturer. Amazon needs to see this for verification. It can be any recent purchase order from a product.
Note: There is no way to hack around or skip the testing steps. Make sure you are prepared.
Step 2) Submit for Testing
How to Request Lab Service
Amazon now requires that you go through Eurofins or NSF for COA testing – and this is done through Seller Central. Get this proces started ASAP because it can take a while. Here's how.
Update April 2024: Amazon requires that you go through Eurofins, NSF or UL for COA testing – and this is done through Seller Central. So make sure you get that process initiated ASAP because the wait time can be long.
Step 1:
Go to the Manage Your Compliance Dashboard: https://sellercentral.amazon.com/spx/myc/dashboard
Step 2:
Click Request Lab Service → Select Lab → Submit Request.
Step 3:
Follow the instructions to correspond with the lab for the testing process.
They will reach out to you to initiate testing. You are responsible for working directly with the third party testing and certification organization company.
You are responsible for all costs
Here's the compliance policy video directly from Amazon (New April 2024)
Step 4:
When testing is done, you'll see the results in Manage My Compliance.
"If you fail to complete testing, listings may be removed."
Amazon receives a test result that confirms compliance, your product will be eligible for sale on Amazon.
Compliance Checklist
This is a Legal and Regulatory Compliance Checklist and best practices for Supplement Sellers on Amazon.
1. FDA Regulations Compliance
- Ensure manufacturing practices comply with the FDA's Current Good Manufacturing Practices (CGMPs) for dietary supplements.
- Verify that all supplement ingredients are FDA-approved for use in dietary supplements.
- Keep records of any reports of adverse effects from customers.
2. Labeling Requirements
- Principal Display Panel (PDP): Include the product name, the term "dietary supplement," and the net quantity of contents.
- Information Panel: Must contain the Supplement Facts panel, ingredient list, manufacturer/distributor information, and allergen statement if applicable.
- Ensure accuracy in the Supplement Facts panel regarding serving size, amount per serving, and percent Daily Value (%DV) of listed nutrients.
3. Health Claims and Statements
- Differentiate between permissible structure/function claims (e.g., "supports heart health") and unauthorized disease claims (e.g., "prevents heart disease").
- Include the mandatory FDA disclaimer with any structure/function claim.
- Avoid making any claims that your product can diagnose, treat, cure, or prevent any disease unless approved by the FDA.
4. Amazon’s Dietary Supplements Selling Policies
- Familiarize yourself with Amazon's specific requirements for supplements, including prohibited product claims and documentation for listing.
- List of Prohibited/restricted terms [save this]
- Ensure that your product listings do not include prohibited health claims or suggest off-label use.
Google Docs
Amazon Prohibited/Restricted Terms [AMC TEMPLATE]
Sheet1 Last Updated: There are certain words and terms that Amazon doesn’t allow sellers to use within their listings. Unfortunately, Amazon does not publish a list of these restricted words or terms, but we do our best to keep a running list here and update it regularly. Must NOT Use,Caution — ...
5. Monitoring and Reporting Safety Concerns
- Implement a system for monitoring and reporting adverse reactions and other safety concerns related to your products.
- Report serious adverse events to the FDA using the MedWatch form.
6. Resources for Compliance
- FDA Dietary Supplements: FDA's Dietary Supplements webpage
- Amazon Services Business Solutions Agreement: Amazon Services Business Solutions Agreement webpage
- FDA Labeling Guide: FDA's Labeling Guide for Dietary Supplements
- List of Prohibited/restricted terms [save this]
This checklist serves as a starting point for ensuring your dietary supplements meet legal and Amazon platform-specific requirements. It’s essential to conduct thorough research and possibly consult with legal experts in dietary supplement regulations to fully comply with all applicable laws and regulations.
Labeling Requirements
Principal Display Panel (PDP)
- Product Identity: Clearly state the product as a dietary supplement (e.g., "Dietary Supplement" or "Herbal Supplement").
- Net Quantity of Contents: Indicate the total amount of the supplement in the container, using weight, volume, or numerical count.
- Brand Name: Include the brand name under which the supplement is sold.
Information Panel
- Supplement Facts Panel:
- List all ingredients in the product, including active and inactive components.
- Display the serving size, the number of servings per container, and the amount per serving size of each nutrient or dietary ingredient.
- Percent Daily Values (%DV) should be listed for those nutrients for which the FDA has established daily values.
- Ingredient List:
- List all ingredients not already included in the Supplement Facts panel. This includes the parts of the plant from which herbal supplements are made and the form of any proprietary blends.
- Ingredients must be listed in descending order by weight.
- Manufacturer/Distributor Information:
- Provide the name and address of the manufacturer, packer, or distributor. This information assures consumers of the product's origin and provides a contact point for inquiries.
- Allergen Statement (if applicable):
- If the product contains any major food allergens (milk, eggs, fish, shellfish, tree nuts, peanuts, wheat, soybeans), it must be clearly stated on the label.
Additional Labeling Considerations
- Directions for Use: Include recommendations for consumption or use, specifying the amount, frequency, and manner in which the supplement should be taken.
- Warning and Caution Statements:
- Any potential side effects, interactions with medications, or risks associated with the supplement should be clearly stated.
- Include warnings for specific groups if there are known risks (e.g., pregnant or breastfeeding women, individuals with certain health conditions).
- Expiration Date:
- While not mandated by the FDA, including an expiration or best-by date is considered a best practice. It informs consumers of the time frame in which the product is expected to remain effective.
- QR Codes or URLs:
- Providing a QR code or a URL that links to more detailed product information, including research, detailed ingredient sourcing, or third-party lab test results, can enhance consumer trust and transparency.
- Claims and Disclaimers:
- If making any structure/function claims, they must be accompanied by the FDA's standard disclaimer: "This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease."
- Ensure claims are truthful, not misleading, and substantiated.
Compliance Verification
- Proofreading: Double-check your label for compliance with FDA regulations and Amazon’s policy before printing or applying it to your products.
- Consultation: Consider consulting with a regulatory expert or legal advisor specializing in dietary supplements to review your labels for compliance.
Here is a more detailed article on FBA labeling requirements.
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The Quick About Us
I started as an Amazon sellers in 2014 and formed Amazing Marketing Co. in 2018 by popular demand.
We are a full-service done-for-you Amazon Store Growth Agency. We are a team of 5 in the US and 10 worldwide.
I’ve spoken at 3 conferences about Amazon Launch Strategy and I also run a YouTube tutorial channel called Riley Bennett Amazon.
We have worked with 300+ brands and we are rated Excellent on Trustpilot.
Our bread & butter is working with small & medium sized Ecom companies.
Our specialty category is supplements. We also love CPG, pet supplies, beauty, and home & kitchen.
Riley Bennett
- Amazon expert for 9+ years
- "Amazon Launch Enthusiast"
- Digital nomad and Crossfit lover
Benefits Companies Enjoy When Working With Us
✔️ Peace of Mind 🧘♂️
✔️ Countless hours saved ⏳
✔️ No more pulling your hair out from constant Amazon headaches 🤦♂️
✔️ Best results 📊
✔️ Countless hours saved ⏳
✔️ No more pulling your hair out from constant Amazon headaches 🤦♂️
✔️ Best results 📊
