The supplement category has always been one of Amazon’s most lucrative and competitive spaces. But right now, it’s also becoming one of the riskiest. A recent compliance audit by Mr. Prime of a major supplement brand revealed something alarming: a single listing contained 23 critical violations—and most of those same violations are present in 90% of supplement listings across Amazon UK.
This isn’t a hypothetical problem. Amazon has shifted from issuing gentle warnings to building detailed compliance cases against sellers. When enforcement strikes, it doesn’t just affect a single ASIN. Entire catalogs can vanish overnight, wiping out months or years of work. For sellers, the message is clear: compliance has moved from being a back-burner issue to a business-critical priority.
The New Reality: Amazon Is Moving From Warnings to Enforcemen
For years, many supplement sellers operated under the assumption that compliance rules were loosely enforced. As long as listings looked like everyone else’s, they believed they were safe. That era is over.
Amazon UK has begun systematically documenting violations across supplement listings. This is no longer about random suspensions or occasional warnings. It’s about targeted, large-scale enforcement. The precedent has already been set: earlier this year, the beauty category saw a mass suspension of over 2,000 brands—most of which thought they were in the clear simply because “everyone else was doing it.”
The supplement category is now showing the same warning signs, and sellers who fail to act quickly could face devastating consequences.
What Puts Your Listings at Risk
The violations Amazon is flagging often come down to language—sometimes just a single word that crosses the line between acceptable marketing and prohibited health claims. Some of the most common red flags include:
Using disease names such as hypothyroid, diabetes, PCOS, or arthritis.
Treatment-style promises like “cures,” “heals,” or “reverses.”
Claims tied to detoxing or cleansing, which are specifically banned by the Advertising Standards Authority (ASA).
Fabricated or misleading statistics, like “78% of customers report…” without evidence.
Immune system claims such as “boosts immunity,” which are not authorized.
Statements like “clinically proven” without published studies to back them up.
“Doctor-formulated” without verifiable documentation.
Any comparisons to prescription medications.
Therapeutic language such as “balances hormones” or “fixes deficiencies.”
On the surface, these may seem like minor details. But to Amazon, regulators, and watchdog groups, they are serious compliance breaches that can lead to immediate suspensions.
What Compliant Language Looks Like
Here’s the crucial thing sellers need to understand: compliance doesn’t mean you can’t make claims. It means you need to make the right kind of claims—those that are scientifically accurate, backed by regulatory standards, and framed in a compliant way.
Instead of saying a supplement “supports thyroid health,” which implies a treatment function, sellers can say:
“Contains iodine which contributes to normal thyroid function.”
Instead of “boosts immune system,” a compliant version would be:
“Vitamin C contributes to normal immune function.”
Even small shifts in wording—supports versus contributes to—can mean the difference between a listing that survives Amazon’s compliance sweeps and one that gets terminated.
Other acceptable alternatives include referencing traditional uses (if documented), ingredient facts, sourcing transparency, and claims like “developed with nutritionists” when supported by documentation.
The Fine Line Between Success and Suspension
What makes this issue especially challenging is how subtle the distinction can be. To an average customer, “supports” and “contributes to” may sound the same. But to Amazon’s compliance teams and the MHRA (Medicines and Healthcare products Regulatory Agency), they are worlds apart.
This is why so many sellers are blindsided when suspensions hit. They assume their listings are fine because they look no different from competitors’. In reality, their competitors may be just as vulnerable—they just haven’t been caught yet.
Learning From the Beauty Category Purge
The recent enforcement wave in the beauty category is a clear warning sign. Over 2,000 brands disappeared overnight because they ignored compliance risks, believing they were safe in numbers. The supplement category is showing the same patterns of risky claims, vague promises, and unverified marketing language.
If history repeats itself—and all signs suggest it will—many supplement sellers could see their accounts shut down in one sweeping purge.
The Two Types of Sellers Emerging in Supplements
As enforcement tightens, supplement sellers are splitting into two clear groups:
- Those who have audited and updated their listings for MHRA compliance.
These sellers are proactively removing risky claims, adjusting their language, and documenting their product development process. They’re playing the long game. - Those who are operating as if nothing has changed.
These sellers are relying on outdated claims and language. They may be enjoying good sales now, but they are sitting on a ticking time bomb.
Action Steps for Sellers Right Now
If you’re selling supplements on Amazon UK, the time to act is now—not after suspensions begin. Some immediate steps include:
- Audit every single listing for common violations.
- Remove disease names, treatment-style language, and vague health promises.
- Replace risky claims with MHRA-approved alternatives.
- Document professional involvement in your product development.
- Analyze competitor listings critically. Just because others are making risky claims doesn’t mean it’s safe to follow.
Amazon is no longer looking the other way. Compliance is no longer optional. It’s a survival requirement.
Final Thoughts
The supplement market on Amazon UK is about to face a big change. Sellers who don’t take compliance seriously could lose everything very quickly. But those who make changes now—like improving their product listings, using clearer language, and meeting MHRA guidelines—will be in a better position when the cleanup happens and bad listings are removed.
The decision is clear: update your listings today or face losing your whole product range tomorrow.
