Amazon Listing Optimization and Compliance for Supplements
A supplement listing has two jobs that pull against each other: say enough to convert a skeptical buyer, and say nothing that Amazon or the FDA will treat as a disease claim. Most listings I audit fail one or the other. Either they are compliant and dull, or they are persuasive and one bot scan away from suppression. I write listings that do both.
Who this is for
- Supplement, nutraceutical, and functional food brands
- Listings that were suppressed or flagged for claims and need a rewrite
- New products that need a compliant, keyword-complete listing before launch
- Brands moving to Amazon's new 75-character title limits
Compliance first, because nothing else matters if the listing is down
Before I write a word I run the listing against Amazon's supplement policies and the FDA's structure/function rules: disease terms, restricted words, flagged ingredients, the two mandatory disclaimers, and the character limits Amazon now enforces on titles and item highlights. You can run the same check yourself with the free compliance checker on this site. I built it from the same rules I use on client work.
Then I rewrite. "Lowers blood pressure" becomes "supports healthy blood pressure already within the normal range." It sells nearly as hard and it stays live.
Keywords where they count
Amazon indexes the title, bullets, and backend search terms differently, and the backend field has a hard 250-byte limit that most sellers either blow past or waste. I build the keyword set from search query performance data, put the highest-value terms in the title within the new limits, spread the rest through bullets that still read like English, and pack the backend field to the byte with terms the front end doesn't cover.
No keyword stuffing. Amazon's own guidelines cap word repetition in titles, and buyers can tell.
Images judged the way buyers see them
Nobody buys from a 2000-pixel image. They buy from a thumbnail on a phone, in a grid of eight competitors. I evaluate main images downscaled to that size, because that is the only size that matters for click-through. Then I direct the secondary images: the supplement facts panel that has to be legible, the lifestyle shot that has to show the buyer, the comparison chart that has to be true.
How it works
- 1
Compliance audit
Every claim, term, and ingredient checked against current Amazon and FDA rules. Written findings.
- 2
Keyword research
Search query performance data plus competitor indexing to build the term list and rank it by value.
- 3
Rewrite
Title, bullets, description, and backend search terms. Compliant, keyword-complete, readable.
- 4
Images and A+
Direction for main image, secondary images, and A+ modules, evaluated at thumbnail scale.
- 5
Upload and verify
Flat file or Seller Central entry, then confirmation that every term is indexed and the listing is live.
What you get
- Compliance audit with every issue listed and the fix for each
- Title, five bullets, and description written to Amazon's current limits
- Backend search terms filled to the 250-byte limit with terms the front end doesn't cover
- Both FDA disclaimers placed where Amazon looks for them
- Image and A+ content direction with a shot list
- Indexing check after upload so you know the keywords took
Pricing
From $500 per listing
Multi-SKU catalogs priced as a project. Compliance-only audits available if you just need to know what's wrong.
Results
Real accounts, real numbers.
Questions
My listing was suppressed for a claims violation. Can you fix it?
Usually, yes. Suppressions for claims are text problems, and text is fixable. I find the violating phrase, rewrite it to a compliant structure/function claim, and handle the reinstatement.
What are the new title limits?
Amazon has moved to a 75-character limit on the title field and 125 characters on item highlights for many categories. Titles that used to run 200 characters get truncated or rejected. I write to the new limits and front-load the terms that matter.
Do you write the A+ content too?
I write the copy and the module plan and direct the design. Production goes to your designer or one I recommend.
Will optimization alone increase sales?
It increases conversion rate, which lifts every dollar you spend on ads and every organic click you already get. On its own it rarely fixes a traffic problem. That's what PPC is for, and I do both.
Work directly with Kenneth Billings, MPH
Brightview Strategies is a one-person consultancy by design. You get the person who has managed Amazon accounts for supplement and women's health brands for 14 years, not a team you have never met. The first conversation is free and there is no pitch deck.
Book a free consultation