How to sell food supplements on Amazon Italia
A step-by-step guide
Summary
Food supplements are concentrated sources of nutrients with a nutritional or physiological effect. The Italian Ministry of Health must be notified and a compliant label produced before they can be sold.
On Amazon IT, sellers must create an optimised listing with the correct title, images, claims and a successful sales strategy.
On Amazon IT, sellers must create an optimised listing with the correct title, images, claims and a successful sales strategy.
What are food supplements?
The market for food supplements continues to grow rapidly, driven by increased consumer awareness of health, prevention and well-being.
According to Statista, 2025 will see the Italian supplement market exceed EUR 4 billion, with steady annual growth thanks to the spread of e-commerce and people's interest in natural and personalised products.
Furthermore, over 60% of Italian consumers say that they buy supplements online at least once a year, making Amazon.it a strategic channel for those wanting to enter the sector or expand their brand.
Business tips for selling food supplements online
Selling food supplements requires strategy in addition to complying with regulations. Here are some practical tips:
1
Analyse the market
Study the competition and identify products and niches with potential.
2
Define the target
Identify your main customers and create a targeted message.
3
Build your Brand
Create a logo, packaging and communications that build customer loyalty.
4
Manage logistics effectively
Timely deliveries and efficient customer services foster trust.
5
Monitor reviews and feedback
Respond professionally and use feedback to improve.
6
Organise promotions
Take advantage of seasonal offers and discounts to boost sales.
7
Stay up to date on regulations
Check ingredients and labels to remain compliant.
Example: Breakdown of costs for food supplements*
Selling price:
Referral fee (8%):
FBA fulfilment cost (large envelope, Low-Price FBA rates):
Storage cost:
€10
€0.80
€3.35
~€0.01/month
* These are rough estimates; actual costs and margins may vary significantly depending on specific products, competitors and other factors. Storage costs may vary depending on the size of the product and the time of year. Profit margins are approximate ranges that take into account key Amazon costs and commissions.
Key requirements before selling food supplements
The Italian Ministry of Health must be notified of each supplement via the dedicated portal, providing information on its composition and packaging. The product cannot be legally marketed in Italy, including online, without this notification.
- The label must be written in Italian and include:
- As regards your Amazon Account, we recommend activating the Professional plan to access advanced features and manage your catalogue more efficiently. Registering requires your tax, bank account and contact details.
- Only ingredients authorised by European Union legislation may be used, together with approved claims about nutritional effects or health benefits (such as "contributes to normal energy metabolism"). These claims must be supported by scientific evidence and legally compliant.
- Making statements about medical or therapeutic effects is not permitted.
- Name of the product
- Ingredients
- Quantity of active ingredients
- Recommended daily dose
- Mandatory warnings
- Ingredients
- Quantity of active ingredients
- Recommended daily dose
- Mandatory warnings
This information must be easy to read and placed in a visible position on the packaging.
How to create an effective product listing
To sell food supplements on Amazon effectively, it's essential to create a complete and compliant product listing. Here are the essential steps:
- Catalogue → Add Product
- Clear title and bullet points
- Images
- Description
- Price and shipping
- Publication
Select the category "Health & Personal Care > Food Supplements". If your product is not yet in the Amazon catalogue, you will need to create a new ASIN (unique identification code). If it is, you can simply associate it with an existing ASIN.
Use a title that contains the brand, type of supplement and its main function. The bullet points should highlight benefits, key ingredients and how to take the supplement. Including any certifications (e.g. organic, vegan) can also be useful.
Add at least one main photo with a white background and additional images showing the packaging, label and appearance of the product. Images with a scene showing the product in use can increase conversion.
Write a descriptive paragraph that illustrates the benefits of the product, its composition and how to take it. Avoid phrases that do not comply with regulations. Using clear, friendly language can improve the user experience.
Set a competitive price and choose between Fulfilment by Merchant or Fulfilment by Amazon (FBA). The FBA programme enables you to offer Prime shipping and easily manage returns and customer care.
After filling in all the fields, submit the listing for publication. Amazon may require additional documentation, especially for regulated products. Check that all sections comply with Amazon policies
Label, images and content
To ensure that your product listing is presented effectively and is legally compliant, pay attention to the following elements:
Compliant label
It must contain all mandatory information in Italian and comply with current legislation. It must be legible and professional. A well-designed label increases the perception of product quality.
Quality images
Use high-resolution photographs to enhance the product. Show the internal content (e.g. capsules) and complete packaging. Avoid using excessive filters or graphics that could distract or mislead users.
Text content
Clear and well-structured bullet points help users immediately understand what the product offers. The description must be useful and credible; it must not contain statements that cannot be proven. Including suggestions for use can make the listing more interesting.
Reviews and questions
Always respond professionally to user comments. Encouraging authentic feedback helps improve brand reputation. It's a good idea to monitor reviews to identify any critical issues.
Brand registration
If possible, register your brand on Amazon to access A+ Content and improve the visibility of your product pages. This tool enables you to tell your brand's story more effectively and present comparisons between products.
Visibility and advertising
Amazon offers several advertising tools that help promote and lend visibility to your supplements:
Sponsored Products
Promote your supplements by appearing in search results using targeted keywords. It's important to select relevant keywords and monitor campaign performance.
Sponsored Brands
Show your logo and a selection of products in a personalised banner (available with a registered brand). This format helps build brand awareness.
Deals and vouchers
Activate temporary discounts, flash offers and voucher codes to encourage buying, especially during peak periods such as Prime Day or Black Friday. Highlighted offers attract more attention.
SEO and optimisation
Use relevant keywords in the title, bullet points and description. This will help improve your organic ranking in Amazon searches. Use tools such as Amazon Brand Analytics to analyse search and conversion data.
Brief checklist (detailed)
Below is a detailed checklist to help you ensure that every key point has been considered:
FAQ
Frequently asked questions to clarify the most common doubts held by operators in the sector:
1. Do I need to notify the Italian Ministry of Health about food supplements?
Yes, the Ministry of Health must be notified of every supplement intended to be sold on the Italian market before it can go on sale.
2. What mandatory information do I need to include on the label of food supplements?
The name, ingredients, recommended dose, nutrient reference value (NRV) percentages, legal warnings, expiry date and details of the manufacturer/distributor.
3. How do I write an effective title for the product listing of a food supplement on Amazon?
The title must be clear, include the brand and indicate the main benefit (e.g. "Vitamin D Supplement – Immune Support – 60 capsules").
4. Which claims can I use for food supplements?
Only those approved by EU legislation, such as "contributes to the normal function of the nervous system". Claims about therapeutic effects are not permitted.
5. How can I increase the visibility of my food supplements on Amazon?
In addition to curating SEO and images, use advertising campaigns on Amazon (Sponsored Products/Brands), limited-time offers and an authentic review strategy to strengthen your brand's presence.
6. Is it possible to sell supplements with innovative ingredients?
Only if the ingredients are authorised in Europe as a "novel food". In this case, specific authorisation may be required before you notify the Italian Ministry of Health.
7. What's the difference between supplements and food for special medical purposes?
Supplements are intended for healthy individuals, while food for special medical purposes is formulated for patients under medical supervision. The latter is subject to more restrictive rules and cannot be sold as a supplement.
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