Selling products in Amazon’s rapidly growing Health & Personal Care category can be a great way to reach customers across the globe. But since products like vitamins and medical devices affect customer health, there are special listing requirements to help keep customers safe. Learning to navigate these requirements, while also planning your fulfillment and growth strategy, can help you succeed in this category.
In this guide, you’ll learn:
- Why sell in the Health & Personal Care category
- How to get started selling health and personal care products
- What health and personal care products you can sell
- Health and personal care product requirements
- How to plan your fulfillment strategy
- How to succeed in the Health & Personal Care category
Why sell in Amazon’s Health & Personal Care category
By selling health and personal care products in the Amazon store, you can enter a growing category and potentially reach millions of everyday customers looking for the next great product to assist them in their daily lives.
Through Amazon Business, you also have the opportunity to reach professional healthcare customers. Amazon Business connects you with healthcare facilities and medical practices that buy health and personal care products in bulk. This includes many of the top medical device companies and leading hospitals in the US. For prescription and professional-use medical devices, you can apply for the Professional Healthcare program, which gives you access to licensed healthcare practitioners. When you sell with Amazon, you can reach both regular shoppers and these professional buyers who order at scale.
With Amazon Business, you can also offer customized prices, bulk selection, certifications, and other features to reach B2B customers shopping in the Amazon store.
3 steps to sell health and personal care products in the Amazon store
Selling health and personal care products in the Amazon store takes three basic steps:
- Decide on a business model.
- Create your Amazon selling account.
- Apply for category and product approvals.
1. Decide on a business model
There are several ways to sell health and personal care products in the Amazon store:
- Resell products: You can purchase products from reliable suppliers and resell them in new condition. Make sure you follow best practices in product authenticity and quality. You may need a brand authorization letter, invoices dated within 180 days, and other required documentation.
- Create your own products: Develop your own health and personal care products. You might build your own brand in the process and can bring it to the Amazon store to tap into our reach and attract new customers.
2. Create your Amazon selling account
A selling plan gives you access to Seller Central, your online headquarters for managing your Amazon business. Here you can list products, manage inventory, run ads, and more.
Learn more in our seller registration guide
3. Apply for category and product approval
Health and personal care products may require approval before you can sell them, so it’s good to know the requirements before you invest in this category. Here’s how to check:
- In the Seller Central main menu, select Catalog then Add products. Search for the product you want to sell.
- Once you’ve located the product, if you see a Sell this product button, then you’re already approved to sell it. If you see an Apply to sell button, then you need approval. Select the button to launch either the product listing or application process.
Learn more about categories and products that require approval
To get approved, you might need to provide:
- Copies of invoices showing the purchase of 10 or more units, receipts, or other documents demonstrating where the products are produced or manufactured
- A brand authorization letter permitting you to sell the brand’s products
- Product photos showing all sides of packaging, including labels and ingredient lists
- Safety certifications
- Compliance documentation from government entities like the US Food and Drug Administration (FDA)
- Business license
- Certificate of Analysis from an accredited laboratory
- Current Good Manufacturing Practice (cGMP) certification for dietary supplements
- FDA 510(k) clearance number for medical devices
Learn more about products that require additional approvals
The application process will prompt you to provide supporting documentation or complete any other necessary steps to get approved. To check the status of your applications, select Catalog in the Seller Central main menu, then select View Selling Applications.
What products can you sell in the Health & Personal Care category?
Amazon’s Health & Personal Care category includes a wide range of products across several main types. Understanding what you can sell and what’s restricted can help you list products correctly and avoid issues.
Health and personal care product types
You can sell products across these main types:
- Nutrition and wellness: Vitamins, minerals, herbs, and sports nutrition products. Learn more about dietary supplements.
- Healthcare: Over-the-counter medications, first aid supplies, and health monitoring devices. Learn more about drugs and drug paraphernalia.
- Medical supplies and equipment: Bandages, mobility aids, and surgical supplies. Learn more about medical devices and accessories.
- Baby products: Infant care, feeding supplies, and baby health products.
- Personal care: Oral care, personal hygiene, and health products.
- Handmade health and personal care: Handcrafted soaps, lotions, and wellness products. Learn more about handmade Health & Personal Care guidelines.
Restricted and prohibited products
Restricted products can be sold with proper approval, documentation, or program enrollment:
- Dietary supplements require cGMP certification and FDA registration.
- Medical devices, including beauty-related medical devices, require FDA clearance based on device class.
- Over-the-counter drugs require FDA registration and proper labeling.
- If sold through Fulfillment by Amazon (FBA), dangerous goods require enrollment in the FBA dangerous goods program.
Prohibited products cannot be sold on Amazon:
- Prescription medical devices
- Products available only by prescription
Note: We encourage you to consult with a legal service provider if you have questions about the laws and regulations concerning your products. Even where a product is listed as an “Example of Permitted Listings,” all products and listings must also comply with applicable laws.
Learn more about restricted products
Prohibited products can’t be sold in the Amazon store under any circumstances. Examples include:
- Prescription drugs and their active ingredients.
- Controlled substances, including CBD, kratom, and THC products.
- Drug paraphernalia like bongs and vaporizers.
- Products making false health claims without FDA approval.
- Products using “FDA approved” language without express approval.
- Products containing prohibited ingredients or exceeding safety limits.
- Products named in FDA recalls or safety alerts.
Learn more about hazardous and prohibited products
Health & Personal Care product requirements
Many health and personal care products contain ingredients that require special handling or fall under dangerous goods regulations. Some products also require FDA registration and compliance documentation.
Before you list products, follow these steps to ensure they meet category requirements.
1. Identify if your product is a dangerous good
Health and personal care products are typically classified as dangerous goods if they contain flammable ingredients, aerosol propellants, essential oils, or certain chemicals requiring special handling. This classification means you’ll need to follow specific rules for storage, labeling, and shipping to ensure product safety.
If your product is classified as a dangerous good, you’ll need to provide a safety data sheet (SDS), also known as a material safety data sheet (MSDS), for hazmat approval.
Examples of dangerous goods include:
- Alcohol-based hand sanitizers and disinfectants
- Spray sunscreen and aerosol first-aid products
- Rubbing alcohol and hydrogen peroxide
- Nail polish remover and acetone products
Review the dangerous goods identification guide
Products that typically don’t require special dangerous goods approval include:
- Most vitamins and supplements
- Bandages and gauze
- Non-aerosol lotions and creams
- Thermometers and blood pressure monitors
2. Submit documents for required approvals
The documentation you need depends on your product type. Most health and personal care products require:
- Manufacturer invoices: Dated within 180 days, showing the purchase of at least 10 units from authorized distributors
- Product photos: Clear images showing all sides of packaging and any required panels, like drug facts or supplement facts
- Safety and compliance documentation: Varies by product type
Additional requirements by product type:
- Dietary supplements: FDA registration, cGMP certificate, and Certificate of Analysis
- Medical devices: FDA registration, establishment registration, and 510(k) clearance (for most Class II and III devices)
- Over-the-counter drugs: FDA registration and drug facts panel compliance
- Other health and personal care products: Safety certifications as required
Note: All health and personal care products must be sealed in original manufacturer packaging, be new and unused, and display identifying codes like lot numbers and serial numbers. Labels must be in English and include the product name, active ingredients (if applicable), manufacturer information, and required warnings.
3. Meet safety and shipping requirements
If you’ve identified your health and personal care product is classified as a dangerous good, you must:
- Follow the dangerous goods policy.
- Use proper safety labels.
- Meet storage requirements.
- Prepare correct shipping documents.
- Use approved shipping methods.
- Follow multi-box shipping rules when applicable.
Important: Prescription medical devices can’t be shipped through Fulfillment by Amazon (FBA). These products must be shipped by the seller through the Amazon Business Professional Healthcare program.
Learn more about the policy for storing, handling, and shipping dangerous goods
Set your Health & Personal Care fulfillment strategy
Success in this category may depend on how you handle shipping and storage. That’s because health and personal care products often require special shipping considerations due to dangerous goods classifications, expiration dates, and compliance requirements.
Understanding your fulfillment options can help you navigate these considerations, manage costs, and deliver products safely to customers. Let’s look at your options.
Shipping and storage options
Fulfillment by Amazon (FBA)
With FBA, Amazon handles storage, packing, shipping, and customer service for your products. This option can help you:
- Reach Prime customers with fast, free shipping.
- Reduce operational workload and save time.
- Scale fulfillment worldwide or across sales channels.
- Automate expiration date management with FIFO rotation.
Note: FBA doesn’t accept multi-box shipments and prescription medical devices can’t be shipped through FBA.
If your product is classified as a dangerous good, you’ll need to enroll in the FBA dangerous goods program.
Learn more about the FBA dangerous goods program
Fulfilled by Merchant
Fulfilled by Merchant offers a suite of solutions that can help you fulfill customer orders. For example, when you use Fulfilled by Merchant, you can access superior shipping options that ensure fast and reliable delivery. You can also manage:
- Shipping rates and methods
- Storage locations
- Regional delivery areas
- Special handling requirements
- Multi-box shipments
Learn more about Fulfilled by Merchant
Amazon Warehousing and Distribution (AWD)
Amazon Warehousing and Distribution (AWD) is a low-cost bulk storage solution that distributes your inventory to the Amazon store and non-Amazon sales channels. With AWD, you can:
- Keep products searchable even when out of stock in the FBA network
- Adjust your storage space as your needs change
This option works well for health and personal care products like vitamins, supplements, bandages, and personal care items that don’t contain flammable or aerosol ingredients.
Note: AWD doesn’t accept multi-box shipments or dangerous goods.
Returns and refunds
Many health and personal care products can’t be resold due to hygiene and safety regulations. That’s why Amazon may offer returnless refunds for certain products—customers receive a refund without returning the product.
What this means for you:
- Products like vitamins, supplements, personal care items, and baby products are often marked as non-returnable due to hygiene considerations.
- If a customer receives a damaged or defective product, Amazon may issue a returnless refund.
Learn more about refund options
How to succeed in the Health & Personal Care category
The Health & Personal Care category offers strong growth opportunities for sellers who understand the requirements and follow best practices. Here are four essential strategies to help you succeed.
1. Plan for compliance requirements
Budget for compliance processes. Costs vary based on facility size and product complexity, but you could spend:
- $5,000 to $15,000 annually for facility-level cGMP certification for dietary supplements
- $500 to $2,000 per product for testing and Certificate of Analysis
- $12,000 to $50,000 for FDA clearance for medical devices, depending on complexity
You’ll also need to plan for approval timelines. After you obtain the necessary FDA clearances and certifications, Amazon reviews your documentation to verify compliance. The review time varies based on:
- Product type and risk classification
- Completeness of your documentation
- Complexity of regulatory requirements
Once you’ve planned for costs and timelines, keep your documentation current. Track certification renewal dates and make sure product information matches across all documents.
2. Offer Subscribe & Save
Subscribe & Save offers customers the convenience of regular deliveries and discounts. When you enroll eligible products, customers can choose delivery schedules from every month to every six months. For example, if you sell a 200-count bottle of daily vitamins for $18.99, a customer who subscribes could save 5% on each delivery.
This program works well for consumable health and personal care products that customers need regularly, like vitamins, supplements, and toothpaste. The program can help you secure repeat sales and build brand loyalty. To maximize success, make sure your Subscribe & Save pricing offers competitive discounts. Customers often expect savings for subscription commitments.
Learn more about Subscribe & Save
3. Manage expiration dates proactively
Amazon automatically disposes of expired products at your expense and sends notifications 14 days before disposal. To manage expiration dates proactively:
- Set up tracking systems to stay ahead of deadlines
- Monitor inventory age reports and expiration notifications regularly
- Create removal orders for products nearing expiration to recover value through liquidation
Learn more about expiration dates on FBA products
4. Create compliant product listings
Use compliant listing language when creating your product detail pages. Focus on general wellness claims like “supports relaxation” or “promotes calm” rather than medical claims about diagnosing, curing, treating, or preventing diseases. This practice can keep your listings active while building customer trust.
Grow your business in the Health & Personal Care category
The Health & Personal Care category offers strong opportunities for sellers who understand compliance requirements. When you sell with Amazon, you get access to programs and tools that can help you build customer loyalty, fulfillment solutions, and the ability to reach both individual customers and professional healthcare buyers through Amazon Business.
Sign up for a selling account, prepare your compliance documentation, and begin listing your products today.
Frequently Asked Questions
What is health and personal care?
Can I sell health and personal care products without my own brand?
What health claims can I make in my product listings?
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