The listing is a label too
Under the food information rules, when food is sold online all the mandatory label information, except the best before date, must be available before the customer buys. That means the listing must show the name, ingredients with allergens emphasised, net quantity, storage conditions, business name and address, the supplement statements and the nutrient amounts. A photo of the back label is the simplest way, provided it’s readable. Typing the key information into the description as well helps shoppers and search.
The listing must match the pack
Amazon and other marketplaces check that the listing matches the physical label. An old photo after a formula change, or a claim in the bullet points that isn’t on the pack, is one of the most common reasons listings get suspended.
Claims on listings
The health claims rules apply to titles, bullet points, images, A+ content and ads. “Boosts immunity” in a bullet point breaks the rules just as it would on the pack. See words you can’t use.
What Amazon may ask for
Amazon’s requirements change, so check the food supplement pages in Seller Central before you buy stock. Brands are commonly asked for:
- clear images of every side of the label
- invoices showing where the product came from
- certificates of analysis for the batch
- evidence the business is registered as a food business
Keep these in one technical file with your formula, specifications and label sign-off, so you can answer quickly.
Use UK rules, not US ones
Many Amazon guides are written for the US market. In Great Britain the product is a food supplement, not a “dietary supplement”, US-style “Supplement Facts” panels aren’t the format here, and FDA disclaimers don’t apply. Products sold into Northern Ireland follow EU rules. See selling in Northern Ireland.
Your own website
The same pre-purchase information rule applies to Shopify and other shop sites. Put the full label text on each product page, keep it in sync with each reprint, and keep claims within the register. Want us to check a listing alongside your label? Send both with your quote request.
Not legal advice. This guide covers the general rules for food supplements sold in Great Britain. Check your own product with a regulatory adviser, your local Trading Standards team or your Primary Authority partner.