Learn the rules for selling everything from food and supplements to digital products on Amazon, and set your business up for success on the global marketplace.
Jens Vittrup
Dreaming of selling on Amazon? This marketplace opens the door to millions of customers worldwide, but each product category comes with its own rules and requirements. Whether you are considering selling food, supplements, used goods or digital products, it is crucial to understand the specific guidelines for your niche.
In this comprehensive guide, we review what you can sell on Amazon, which approvals you need, and how to get started with different product types. We dive into the specific requirements for each category so you can avoid pitfalls and build a successful business.
Yes, you can sell food on Amazon, but the category is subject to strict regulations. To sell food on Amazon, your products must be professionally packaged and correctly labelled with all ingredients and nutritional information. Homemade food is generally not permitted unless it meets specific local food regulations.
Amazon requires approval to sell in the ‘Grocery and Gourmet Foods’ category. During the application process, you must submit:
If you are considering selling frozen foods, be aware that this can be challenging due to Amazon’s logistics. Amazon has limited refrigeration and freezing capacity in their warehouses, so you need a solid understanding of the transport and storage requirements.
Selling food products on Amazon requires careful planning and compliance with regulations. Here are the basic steps:
Pay special attention to expiration dates and make sure your products have sufficient shelf life when they arrive at Amazon. When using FBA, products typically need a minimum of 3-6 months’ shelf life to be accepted.
Supplements can be sold on Amazon, but the category is strictly regulated. Amazon requires that supplements comply with FDA guidelines (or equivalent local health authorities in Europe). You must avoid making unsubstantiated health claims, as this can lead to your account being suspended.
To sell supplements on Amazon, you must:
Be aware that certain ingredients may be banned or restricted on Amazon, so always check the latest regulations before launching new products. Amazon regularly updates its guidelines for health-related products.
Selling supplements requires a strategic approach to both compliance and Amazon marketing. Here are the steps you should follow:
It is also worth considering using the Amazon Vine programme to gain early reviews, as this can be particularly valuable in the supplements category where customer trust is crucial. Remember to stay updated on changes to Amazon policies, as violations can result in product removal or account suspension.
Yes, you can sell used goods on Amazon, but not all categories allow used products. Amazon has specific guidelines for condition descriptions, and you must be diligent in classifying your items correctly. The condition categories typically include: Like New, Very Good, Good, Acceptable, and Unacceptable.
Categories where used goods are most common include:
For each used item, you must provide an honest description of its condition, including any damage, defects or signs of wear. Avoid selling used items in categories where hygiene is an issue, such as cosmetics, food or personal care, as these are typically not accepted as used.
Selling used products on Amazon requires attention to detail and an honest approach. Follow these steps to succeed:
Consider specialising in certain types of used products, such as vintage electronics, collectibles or rare books, where the added value can be significant. Remember, used products must be fully functional unless you are selling them as ‘For parts’ or ‘Non-functional’, and even then, this must be clearly stated.
Digital products can be sold on Amazon, but primarily through specific platforms such as Kindle Direct Publishing for e-books, Amazon Music for audio content, and Amazon Prime Video Direct for video content. On the main marketplace, opportunities for direct digital product sales are limited.
If you want to sell digital products on Amazon, you need to understand the different platforms:
Each platform has its own rules, royalty structures and format requirements. For example, e-books for Kindle must follow specific formatting standards, and video content must meet certain quality requirements to be approved for Prime Video.
Selling digital products on Amazon requires you to choose the right platform and understand the technical requirements. Here is a process to get started:
For digital products, Amazon SEO is especially important, as there is no opportunity for physical display. Invest time in writing compelling descriptions and selecting relevant keywords. Also consider using Amazon’s promotional tools such as Kindle Countdown Deals or free promotions to increase the visibility of your digital products.
As a new Amazon seller, it is wise to start with product categories that do not require special approvals (often called ‘ungated’ categories). This allows you to understand the dynamics of the platform before moving into more complex areas. Good starting points include:
These categories are relatively easy to enter and often carry a lower risk of complications with guidelines. Avoid starting out in highly competitive categories or products with a high return rate, as these can be challenging to handle as a beginner.
A good strategy is to find products with moderate demand and limited competition. Use tools such as Helium 10 or Jungle Scout to conduct market research and identify opportunities. Start with a small number of SKUs (item numbers) to test the market and learn from the process before expanding your range.
If you make handmade products, Amazon Handmade may be the ideal platform for you. This is a specialised section of Amazon dedicated to handmade and unique items. To sell handmade products you must:
Amazon Handmade offers benefits such as no monthly fees and personal shop profiles where customers can learn about you as an artist or craftsperson. Remember that handmade products must still comply with Amazon’s general safety standards and product requirements.
If your handmade products fall within food or cosmetics, pay special attention to labelling requirements and ingredient lists. These categories have stricter requirements, even within the Handmade programme.
The clothing category on Amazon is popular but competitive. To successfully sell clothing, you need to focus on both quality and presentation. Here are the key steps:
For clothing, it is especially important to have a clear return policy, as sizing issues are common. Amazon has specific guidelines for clothing returns that you must comply with. Also, be aware of seasonal fluctuations in clothing sales and plan your inventory accordingly.
An effective strategy for selling clothing on Amazon is to focus on specific niches, such as plus sizes, activewear, or specialized workwear, rather than competing directly with major brands in mainstream categories. By targeting a specific audience, you can build loyalty and expertise within your niche.
Baby products are a sensitive category where safety is the absolute top priority. To sell baby products on Amazon you must:
For certain baby products, especially those relating to safety (such as car seats, cots and certain toys), there may be requirements for special approvals. Always check the latest rules in Amazon Seller Central for this category.
Baby products can also be a good opportunity to use Amazon advertising strategically, as parents often conduct thorough research before buying. Targeted advertising can help highlight your products’ safety features and qualities to concerned parents.
Beauty products are a growing category on Amazon, but there are also specific requirements. To sell beauty products, you must:
Be aware that certain ingredients may be restricted or banned, and Amazon may require documentation for compliance with safety standards. Also explore the option to join Amazon’s Virtual Bundles programme for beauty products, allowing you to create product bundles without changing your physical inventory.
Beauty products often have a high repeat purchase value, so consider using Amazon’s Subscribe & Save programme to encourage repeat orders. This can be especially effective for products such as skincare that are used regularly.
Selling CBD products on Amazon is complicated and subject to strict restrictions. Currently, Amazon generally does not permit the sale of CBD products containing THC or non-approved cannabinoids. However, some hemp-based products without THC may be allowed under specific conditions.
To navigate this area, you should:
The rules for CBD products change often, so keep up to date via Amazon Seller Central and consider consulting an Amazon consultant with experience in this niche before investing significantly in developing CBD products for Amazon.
Pet products are a growing category on Amazon, with pet owners seeking convenience and quality. To sell pet products, you must:
For pet food and treats, it is essential to have accurate ingredient lists and nutritional information. Animal medicines are highly regulated and may require further certification. Amazon FBA can be particularly useful for heavier products like dog food or cat litter, as customers appreciate free Prime delivery.
An effective strategy for pet products is to focus on specific animal behaviours or problems that your product solves. Detailed product descriptions explaining how the product benefits the pet can significantly increase your conversion rate.
Agricultural products represent an interesting niche on Amazon, ranging from seeds and gardening tools to specialised agricultural equipment. To sell agricultural products on Amazon you must:
For seeds and plants, pay special attention to import/export rules, as these can vary greatly between countries. Some types of seeds or plants may be restricted or banned from being shipped across borders due to concerns about invasive species or plant diseases.
A benefit of agricultural products is the often strong seasonal demand, which you can plan your inventory and marketing strategy around. Consider taking advantage of Amazon’s seasonal marketing opportunities to maximise sales during peak season.
Personalised or customised products can be an attractive niche on Amazon, offering higher margins and less direct competition. To sell customised products, you should:
Amazon Custom is a specialised platform allowing customers to personalise products directly during the purchase process. It is especially useful for gifts, personalised clothing, jewellery and home décor. If you do not qualify for Amazon Custom, you can still sell customised products via standard listings, but you must have a clear process for gathering customers’ customisation requests.
Be aware that customised products can be challenging to combine with Amazon FBA, as customisation often requires you to handle production after the order is placed. Many sellers of bespoke products therefore choose to use Fulfilment by Merchant (FBM) instead.
Non-branded or generic products can present a significant opportunity on Amazon, but the competition can be tough. To succeed in selling non-branded products, you should:
A challenge with non-branded products is that you often compete for the Buy Box with other sellers offering identical or very similar products. This underscores the importance of providing excellent customer service, competitive pricing, and fast shipping, as these factors influence who wins the Buy Box.
An effective strategy for non-branded products can be to enhance the product experience through better packaging, faster delivery, or outstanding customer support. Over time, you might also consider developing your own brand to differentiate your products and build customer loyalty.
Herbal products, including teas, supplements, and natural remedies, can be a lucrative niche on Amazon, but it is also heavily regulated. To sell herbal products, you should:
Amazon carefully reviews claims about herbal products, and violations of their policies can result in product removal or account suspension. It is especially important to avoid claiming that herbal products can diagnose, treat, cure, or prevent diseases unless you have specific regulatory approval.
Herbal products are well suited to informative content that educates customers about traditional uses and research-based benefits. Consider optimizing your product descriptions with relevant information, while staying within Amazon’s guidelines on permissible claims.
Selling frozen food on Amazon is challenging but not impossible. Amazon has specific requirements for frozen foods due to the need for temperature control. To sell frozen food, you should:
In many cases, Fulfillment by Merchant (FBM) will be the most practical option for frozen foods, as it allows more control over the shipping process. This requires a reliable cold chain and appropriate packaging that keeps products frozen during transport.
Be aware that different countries have varying regulations for importing and selling frozen foods. Make sure to comply with all relevant rules in the markets where you want to sell, and consider starting with a single market to gain experience before expanding internationally.
Vitamins are a popular product category on Amazon but are subject to strict regulations. To sell vitamins on Amazon, you should:
One of the biggest challenges in selling vitamins is differentiating your products in a crowded market. Focusing on quality, unique formulations, specific target groups, or innovative delivery forms (e.g., liquid, gummies, spray) can help your product stand out.
Consider applying for Amazon A+ Content if you are brand registered, as this allows you to present more detailed information about your vitamins’ benefits, ingredients, and manufacturing processes, which can increase customer trust and conversion rates.
Toys are a strong category on Amazon, especially around holidays, but they also have strict safety requirements. To sell toys on Amazon, you should:
Note that Amazon has an approval process for certain types of toys, especially during the holiday season, to ensure products meet all safety standards. Make sure to apply for these approvals well ahead of peak season.
Toys are well suited for Amazon advertising, especially through sponsored products and display ads. Consider increasing your ad budget during peak seasons like Christmas, when search volume for toys rises significantly.
The best-selling product categories on Amazon include a mix of everyday essentials and technology products. Among the top-selling categories, you will find:
Within these broad categories, there are specific product types that consistently perform well, such as wireless headphones, smart home devices, home organization products, vitamin supplements, and sportswear. Trending products can change quickly, so it’s important to stay updated with Amazon’s Best Sellers lists.
Be aware that high-volume categories often mean tougher competition and lower margins. Some sellers find greater success by targeting niche areas within these popular categories where competition may be less intense.
Refurbished products can be a profitable niche on Amazon, especially within electronics. To sell refurbished products, you should:
Amazon Renewed is Amazon’s official program for refurbished products. To participate, you must prove that you can consistently deliver quality through documentation of your supply chain and refurbishment process. The approval process can be demanding, but it gives you access to a dedicated section of Amazon for refurbished products.
If you do not qualify for Amazon Renewed, you can still sell used products in ‘Used – Like New’ or similar categories, but you must be especially careful to accurately describe the condition to avoid customer dissatisfaction and returns.
Navigating through Amazon’s various product categories and requirements can be challenging, especially for new sellers. If you want to maximize your chances of success, it can be valuable to seek professional guidance from an Amazon agency.
Through an Amazon course, you can gain detailed insights on how to build a successful business on the platform. Here you will learn about product selection, listing optimization, PPC advertising, and other important aspects of running an Amazon business.
No matter which product category you choose to focus on, thorough research and understanding of Amazon’s guidelines are key to long-term success. Start with a clear understanding of your target audience, create compelling product descriptions, and invest in quality images to stand out from competitors.
With the right approach and persistence, you can build a thriving business on the world’s largest online marketplace, whether you sell supplements, handmade products, clothing, or digital content. Remember to stay updated on changes in Amazon’s policies and continue adapting your strategy to remain competitive in the dynamic e-commerce landscape.
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