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Launch Your Nutritional Supplement Brand on Amazon UK
Fast, Simple, Profitable
Nutrition Supplements
What Are Nutritional Supplements?
Selling supplements on Amazon UK?
This guide walks you through registering your business, complying with labelling and ingredient rules, creating a compelling listing, and promoting it effectively to drive sales and stay compliant.
What Are Nutritional Supplements?
In the UK, food supplements are regulated as foods designed to complement a normal diet. They typically include vitamins, minerals, amino acids, or plant extracts. The UK market is considerable.
According to Vitamin Daily via The Times, the UK food supplement market is worth approximately £20 billion and is growing at 6.5–10% annually.
With 30% of UK adults using supplements regularly and over 40% purchasing them online.
And over 40% purchasing them online.
This reinforces that Amazon.co.uk is an essential platform for supplement sellers
Business Tips for Selling Nutritional Supplements Online
Here are key steps to build a successful business in the supplements category on Amazon UK:
Step 1
Analyse the market
Check bestseller rankings to spot gaps in popular niches like immune support or sleep aids.
Step 2
Define your target customer
Tailor products for specific groups—e.g. gym users, vegans, seniors—to help your brand stand out.
Step 3
Build your brand
Use professional design, clear labelling, and certifications like GMP to inspire trust.
Step 4
Plan logistics
FBA ensures fast delivery and Prime eligibility—key for conversion and repeat business.
Step 5
Monitor reviews
Respond to feedback promptly, and adjust listings as needed to improve user experience.
Step 6
Use promotions
Coupons, Subscribe & Save, and Lightning Deals can boost exposure and retention during shopping events.
Step 7
Stay compliant
Stay updated with FSA, MHRA, and ASA to ensure your product and marketing remain legal.
Example: Fees Breakdown for Nutritional Supplements*
Selling price:
Referral fee (8%):
FBA fulfillment fee (large envelope, Low-Price FBA rates):
Storage fee:
£10
£0.80
£2.42
~£0.01/month
* These are rough estimates and actual costs and margins can vary significantly based on specific products, competition, and other factors.
Storage fees can vary based on product size and time of year.
The profit margins are approximate ranges after accounting for the main Amazon fees.
Storage fees can vary based on product size and time of year.
The profit margins are approximate ranges after accounting for the main Amazon fees.
Key Requirements Before Selling Nutritional Supplements
Before you list your product, ensure it meets UK regulatory, labelling, and safety standards:
Register as a food business
All supplement sellers must register as a Food Business Operator with their local authority before trading.
Use only authorised ingredients
Only ingredients listed under UK food law are allowed. Those classified as novel foods (e.g. CBD, some botanicals) require FSA authorisation.
Comply with labelling rules
Labels must include:
- The term “food supplement”
- Complete ingredient list with allergens in bold
- Daily dosage and usage instructions
- Mandatory warnings (e.g. “Do not exceed recommended dose”)
- Best before date
- UK business name and address
- The term “food supplement”
- Complete ingredient list with allergens in bold
- Daily dosage and usage instructions
- Mandatory warnings (e.g. “Do not exceed recommended dose”)
- Best before date
- UK business name and address
Use only approved health claims
Use authorised phrases like: “Vitamin D contributes to normal immune function”. Avoid implying disease prevention, treatment, or cure.
Avoid medicinal claims
Supplements must not make statements that would classify them as medicines under MHRA rules.
Supplements are consumed by the majority of EU population. Only 10% of respondents to in a consumer survey had never taken supplements. [Source: IPSOS consumer survey]
How to Create a High-Performing Product Listing
Your listing should be clear, keyword-optimised, and compliant with Amazon and UK food law:
- Catalogue → Add product
- Create a new ASIN if needed
- Title and bullet points
- Images
- Description
- Price and shipping
- Submit for publication
Choose Health & Personal Care > Diet & Nutrition > Vitamins & Dietary Supplements.
Provide a GS1-registered barcode to add a new product if it's not already in Amazon's catalogue.
Use descriptive titles, e.g., NutraWell Iron 14 mg – Energy Support – 90 Tablets. Bullet points should highlight benefits, formulation, dosage, certifications, and target audience.
Include a minimum of five high-resolution images: standalone product, label detail, supplement form, lifestyle usage, and feature icons like “Vegan” or “UK Made”.
Write a concise paragraph explaining what the product does, who it’s for, and why it's reliable—using only authorised health claims.
FBA is recommended for Prime delivery, reduced cancellations, and improved buyer confidence. Match market pricing for competitive positioning.
Ensure compliance. If Amazon requests, have ready any lab reports, ingredient approvals, or certificates.
Label, Image & Content
Your product must be labelled correctly, with strong visuals and helpful, claim-compliant content:
Label compliance
Must be in English and include all required elements. A well-presented label reinforces credibility.
High-quality images
Provide zoomable, clear visuals showing packaging, supplement form, and user context. Avoid misrepresentation or unverified claims.
Text content
Bullet points: factual, benefit-driven, and compliant. Descriptions: helpful and aspirational—without hyperbole or unsubstantiated claims.
Customer interaction
Use “Request a Review” and join Amazon Vine (via Brand Registry) to build early, credible reviews. Respond positively to customer feedback.
Brand Registry (recommended)
Enroll to access A+ Content, Sponsored Brand ads, and enhanced listing protection.
Visibility & Advertising
Boost your traffic and conversions with ads, SEO, deals, and off-Amazon promotion strategies:
Sponsored Products
Start with automatic campaigns, then switch to manual. Use UK-specific keywords that align with buyer intent.
Sponsored Brands
Available to Brand-registered sellers—display your logo, message, and up to three products in banner ads.
Coupon & Deals
Offer price cuts and Lightning Deals during peak events. Subscribe & Save supports customer retention.
SEO & optimisation
Embed UK-relevant terms throughout your listing. Focus on natural long-tail phrases (“iron tablets for PMS UK”).
External marketing
Promote via social media, influencers, and email. Track off-Amazon sales to benefit from Amazon’s Brand Referral Bonus.
Most commonly consumed is vitamin D, vitamin C, magnesium, multivitamin or mineral supplements. Omega 3, fish pols, fibre, vitamin D, calcium, magnesium and folate or folic acid are taken regularly. Probiotics and prebiotics, iron and enzymes, are taken on occasional or seasonal basis.
Checklist Summary
Third-party sellers are independent businesses and are required to follow all applicable laws, regulations, and Amazon policies when listing items for sale in our store. We require sellers of dietary supplements to verify their products through third-party testing to ensure products are manufactured in accordance with good manufacturing practices, contain the ingredients claimed on the label, and are free from contaminants that may pose health concerns. Required testing is done through a reputable third-party lab. Amazon strictly prohibits counterfeit products in our store.
FAQ
1. Do I need to notify the FSA before selling supplements in the UK?
No—only business registration with your local authority is required.
2. What information must appear on a UK supplement label?
Include: food supplement term, ingredients/allergens, dosage, warnings, expiry date, and UK address.
3. How should my Amazon UK product title be structured?
Use: Brand + Ingredient + Benefit + Count, e.g., VitaBasics Vitamin D3 1000 IU – Bone Support – 120 Tablets.
4. What health claims are authorised?
Only those recognised under EU Regulation 1924/2006 (e.g., “supports immune function”). Avoid any reference to illness prevention or cure.
5. How can I promote my product effectively on Amazon?
Use Sponsored Products, coupons, Lightning Deals, and enrol in Brand Registry for A+ Content and Sponsored Brands.
5. Can I sell supplements with novel ingredients?
Only if they’re FSA-authorised. Otherwise, they're restricted from sale.
5. Can supplements make medicinal claims?
No—claims must be about general health benefits, not disease treatments. Otherwise, you'll require MHRA approval.
Supplements-Vitamins and Minerals is a $44Bn business in EU, expected to grow with a CAGR of 7% until 2030 and with a share of online estimated at 18% [Source: EU DS Market Report)
Compare estimates by fulfilment methods
Calculate fees, costs, and revenue for a current or future product, comparing Fulfilment by Amazon (FBA) and your own fulfilment method:
- Open the Revenue Calculator.
- Search the Amazon catalog for a product or define one using dimensions, weight, category, price, and shipping charges.
- Review and adjust entries for Amazon Fulfilment and Your fulfilment to calculate - and recalculate - fees, costs, and revenue.
