Insight from the Vitamins and Supplements Category on Amazon

Misha Pabari

November 11, 2023

 2 minute read time

According to the NIH,  77% of all vitamin and supplements sales made online in the US happen on Amazon. The top destination for ecommerce sales, it is too important for vitamins and supplement brands to ignore.  And whether you are actively selling on Amazon or not, it is highly likely that someone is representing your brand on the marketplace–so you need to lean in.

Leverage Amazon to Educate Online Customers

Driven by aging populations and growing interest in preventative health, particularly as a result of COVID-19, online sales of vitamins and supplements have surged. That said, the Vitamins and Supplements category on Amazon remains a relatively difficult category for consumers to shop without prior product knowledge.

Appropriately representing your brand story and pedigree on Amazon using enhanced brand content, can help to better educate your potential customers about your product provenance and attributes. Our researchers found that the majority of brands from the Vitamins and Supplements category on Amazon failed to link to a branded storefront or include A+ content on their product listings.

Equally as important to building your Amazon presence is the quality of your product information and imagery on listings. We found that product descriptions in the Vitamins & Supplements category lacked detailed information such as dosage instructions that can help customers make purchase decisions. Although multiple images can seem unnecessary for products in this category, using simple text to highlight benefits or key ingredients supports brand messaging and drives conversion.

Thorne brand reputation and education

Protect Brand Reputation

Customer reviews and ratings determine where your products rank on Amazon and help to increase conversion rates. Responding to negative reviews on your product listings helps to protect your reputation and keep customer satisfaction up.

However, our researchers found that less than half of brands in the Vitamins & Supplements category on Amazon UK responded to customer questions or poor reviews. Customers are cautious when purchasing health products, so building trust through interaction with them is essential.

Common Pain Point for the Vitamins and Supplements Category on Amazon

Accurately translating all product descriptions for each market, and ensuring product pages are optimized with localized keywords, is crucial to ensure those products will rank in search results and convert.

Localization was a pain point for brands in the Vitamins & Supplements category on Amazon. For instance, based on our research, almost all of the brands we reviewed on Amazon UK were also being sold on Amazon in Germany, but those that were largely failed to optimize content to a satisfactory standard.

Pattern Grows Brands on Amazon

Pattern is a top seller in the Health and Personal Care category on Amazon and an ecommerce accelerator on global online marketplaces. Our marketplace and brand teams enable brands to scale their business worldwide, control their brand messaging and value, and understand how to execute a consistent, fully localized brand message across different markets.

To learn more about Pattern, contact us.

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