Reduced fees for 2026 = bigger margins. This is how much you can saveReduced fees for 2026 = bigger margins. This is how much you can saveHow to sell food supplements on Amazon Germany
A step-by-step guide
What are food supplements?
Food supplements are foodstuffs with concentrated nutrients such as vitamins, minerals, amino acids and plant extracts. They are used to supplement a normal diet and have a nutritional effect.
Summary
Food supplements are concentrated sources of nutrients with a physiological effect. Prior to selling food supplements in Germany, you must notify the Federal Office of Consumer Protection and Food Safety (BVL) of the products, and the supplements must have legally compliant labels.
According to Statista, the German market for food supplements is expected to generate a turnover of EUR 2.6 billion by 2025. Over 70% of consumers buy such products online — Amazon is leading the way.
Amazon.de is an attractive sales platform for both established brands and sellers just starting out — provided that their products comply with legal requirements and are presented professionally.
In Germany, sellers must notify the Federal Office of Consumer Protection and Food Safety (BVL) pursuant to the NeMV (Nahrungsergänzungsmittelverordnung — German food supplements regulation) before selling food supplements. The supplements must be clearly labelled and may only contain permitted ingredients and make health claims that have been approved by the EU.
Source: Statista, Food supplement turnover in Germany 2023–2025
Business tips for selling online
When selling food supplements, you need a clear strategy. In addition to the legal requirements, the following points are key:
1
Analyse the market
Research the competition and identify high-potential gaps in the market.
2
Define your target audience
Compile clear buyer personas, such as health-conscious adults, athletes or older people.
3
Shape your brand presence
Build trust with a professional logo, appealing packaging and a coherent design.
4
Plan logistics
Use FBA (Fulfilment by Amazon) to leverage Prime fulfilment and warehousing.
5
Monitor customer feedback
Respond to reviews and adjust your listings as needed.
6
Schedule seasonal promotions
Make the most of high-sales periods such as New Year, spring and Prime Day.
7
Be aware of the legal situation
Stay up to date on changes to the NeMV, the EU Food Information to Consumers Regulation and EU Regulation 1924/2006.
Example: Breakdown of food supplement fees*
Selling price:
Referral fee (5%):
Fulfilment by Amazon fees (large envelope, low-price item FBA rates):
Storage fee:
€10
€0.50
€2.39
~€0.01 per month
*These are rough estimates and actual costs and margins may vary significantly depending on specific products, competition and other factors. Storage fees may vary depending on the size of the product and the time of year. Profit margins are approximate after taking into account key Amazon fees.
Requirements prior to selling
Before selling food supplements on Amazon.de, you must comply with certain legal requirements:
- You must notify the Federal Office of Consumer Protection and Food Safety (BVL) via its online portal of any products you intend to sell. You must provide information on the composition and the packaging.
- It is mandatory to have a legally compliant label in German, which must include the following information:
- Only EU-approved ingredients can be used. Health claims must be supported by scientific evidence and approved by EFSA (European Food Safety Authority). Medical statements are prohibited.
- Product name
- List of ingredients
- Quantity of active ingredients
- Recommended daily dose
- Statutory warnings
- Best-before date
- Name and address of the manufacturer or importer
- List of ingredients
- Quantity of active ingredients
- Recommended daily dose
- Statutory warnings
- Best-before date
- Name and address of the manufacturer or importer
How to create an effective product page
Comprehensive and legally compliant product pages are key for successfully listing your products on Amazon.de.
- Category & product listing
- Title and bullet points
- Images
- Description
- Pricing & fulfilment
Select the "Health & Personal Care > Vitamins, Minerals & Supplements" category. If the product isn't already listed on Amazon, create a new ASIN. Otherwise, you can add it to an existing ASIN.
The title should include the brand, product type and primary use, for example: "Magnesium complex — Muscles and nerves — 180 tablets". The bullet points should outline the benefits, ingredients, usage and certifications.
Upload at least one main image against a white background Further images should show the label, packaging and, if applicable, usage scenarios. Lifestyle images can increase trust and conversion.
Describe the product in an informative and friendly way, focusing on the composition and usage. Avoid making exaggerated claims or medical statements.
Set a competitive price. Fulfilment by Amazon (FBA) offers Prime fulfilment, returns management and better customer service.
Labels, images and content
The following elements in particular are key for successfully showcasing your product on Amazon.
Label
A professional label in German including all the mandatory information increases credibility and the conversion rate. It must be easy to read, clear and legally compliant, i.e. by including information such as the product name, ingredients, daily dose, warnings, best-before date and manufacturer information.
Images
Use high-quality images that clearly represent the product, its packaging and, ideally, the product in use. Also show the capsules or tablets themselves. The main image should be against a white background. Further images can show the labels, packaging and usage scenarios. Lifestyle photos and close-ups are optional but helpful.
Text
Use structured bullet points so that customers can see the benefits and features at a glance. The product description should be factual, while also being appealing and credible.
Customer engagement
Respond professionally to reviews and questions in the Q&A section. Positive feedback increases trust and visibility.
Amazon Brand Registry
When you register your brand, you get access to advanced content, such as A+ Content, comparison tables and brand pages, which can increase your visibility and conversion rate.
Visibility and advertising
Amazon offers various promotional tools to increase the visibility of your products:
Sponsored Products
Place keyword-based ads in search results.
Sponsored Brands
Display your logo and multiple products on one banner (only for registered brands).
Discounts & coupons
Take advantage of time-limited offers, lightning deals and discount coupons.
SEO optimisation
Incorporate relevant keywords into titles, bullet points and product descriptions.
Analysis tools
Monitor your performance with Amazon Brand Analytics and Seller Central reports.
Checklist
FAQs
1. Do I have to notify the BVL of my product?
Yes. The Federal Office of Consumer Protection and Food Safety (BVL) must be notified of all food supplements via its online portal before the products are placed on the market. This also applies to importers and private brands.
2. What should appear on the label?
Mandatory information includes the product name, list of ingredients, recommended daily dose, warnings ("keep out of reach of children"), best-before date and manufacturer address. The label must be easy to read and fully in German.
3. What statements can be made?
Only health claims that have been approved in accordance with EU Regulation 1924/2006 and assessed by EFSA may be used. Statements such as "treats", "heals" or "effective against" are prohibited.
4. What is considered a novel food?
All ingredients that were not consumed in significant quantities in the EU before 15 May 1997 are considered to be novel foods and require separate approval from the European Commission.
5. How do I increase visibility on Amazon?
Use relevant keywords in the title and bullet points, launch Sponsored Ads (Sponsored Products/Brands), use coupons or lightning deals, monitor reviews and use A+ Content for more conversion.
6. Can I use innovative ingredients such as adaptogens or superfoods?
Yes — but only if they are considered safe in the EU. Many modern ingredients such as ashwagandha, maca or mushroom extracts require either novel food approval or proof of their marketability.
7. How do food supplements differ from medical products?
Food supplements are intended for healthy people and used exclusively to support normal functioning of the body. Medical products or dietary foods for illnesses are subject to other legal requirements and approval procedures.
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