Mastering Amazon: Best Practices for Health, Wellness & Fitness Brands

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Industry Guide
  • DATE: 25/01/2024

Health, Wellness and Fitness industries generate big $$$ globally, and Amazon offers an unmissable opportunity to get a big slice of that dollar pie.

If you are a brand selling Health, Wellness or Fitness products and you’re not on Amazon, you really should start ASAP.


For starters, Amazon is one of the world’s largest online marketplaces – giving an incredible opportunity for Health, Wellness and Fitness brands to expand their reach and tap into a vast customer base. A powerhouse like Amazon commands customer attention and is trusted globally to deliver products seamlessly and quickly.

In the US alone, it accounted for nearly 40% of the e-commerce market in 2023 and has 310 million customers worldwide. But, this is a competitive landscape, with lots of brands battling it out for customer’s attention and money – how do you stand out from the crowd?

One of the ways to stay ahead of the competition is to adopt best practices right from the beginning of your seller journey, which is what we get into in this article. Don’t worry if you are already a seller, you can always change your strategy to adopt these tips too to boost your brand.

Overview of Health, Wellness and Fitness Landscape on Amazon

In 2022, $6.8 billion US dollars was spent on fitness equipment for home use in the US. And, in 2021, four in five households in the US owned one or more home fitness products.

From workout equipment to vitamins and smart devices, consumers are interested in a wide range of products to support their health and wellness goals. Amazon has a large piece of the e-commerce pie, so brands can leverage the marketplace to sell their products to a global audience.

Because the markets are gigantic, we’ve broken down one segment in each to give you a sense of the selling opportunities on Amazon. If you want to get insights into your specific segment of Health, Wellness and Fitness please send us a message here.


Health Sector: Vitamins segment

Amazon Health Sector: Vitamins segment

Amazon Health Sector: Vitamins segment

Amazon Health Sector: Vitamins segment


Wellness Sector: Manual Massage Tools Segment

Amazon Wellness Sector: Manual Massage Tools Segment

Amazon Wellness Sector: Manual Massage Tools Segment

Amazon Wellness Sector: Manual Massage Tools Segment


Fitness Sector: Yoga Mats

Amazon Fitness Sector: Yoga Mats

Amazon Fitness Sector: Yoga Mats

Amazon Fitness Sector: Yoga Mats



New to Amazon? Step 1 is to set up your Amazon Account

First on the to-do list: Set up your account! To register your seller account you must provide all required documentation of the person most responsible for the account.

We recommend the owner of the business provide these details. This is what you need to provide:

  • Personal identification (passport/driver’s license etc)
  • Proof of address
  • Business registration details
  • Proof of business address
  • ID for any shareholders over 25% + company shareholders agreement


Here’s a screenshot of the template we provide our clients, including all the details.


Setting up your Amazon Account

Approval will typically take up to 2 business days if you submit all the necessary documentation.*

*If you sell supplements there is a special approval process you must go through before being able to start selling on Amazon. Check out the rules here!

Want to go more in-depth about the first steps? Here’s a step-by-step guide for all new brands on Amazon.


Best practices for selling your Health, Wellness and Fitness products.

1. Create an inventory strategy for Fulfilment by Amazon (FBA)

Amazon has several fulfilment options available – read this extensive guide on the different Amazon fulfilment options and their benefits – we’re spotlighting the FBA option for you to fulfil your orders when selling your health, wellness and fitness products.


What is Fulfilment by Amazon?

In the Fulfilment by Amazon (FBA) option, Amazon manages the complete customer delivery experience. FBA allows products to be shipped to an Amazon fulfilment centre, where Amazon takes care of the rest – from storage to shipping and delivering to buyers.


Benefits of Fulfilment by Amazon for Health, Wellness and Fitness Brands

  • Products automatically join the Prime programme. This means the product listings will show the prime badge which gives huge visibility on Amazon & is one of the first things customers look for. It offers free shipping within two days for subscribers, increasing the product’s attractiveness.
  • Amazon handles the customer shipping and customer service experience, so you don’t have this stress.
  • Customers are far more likely to purchase from a seller with Prime shipping options.
  • FBA offers are prioritised for the Buy Box and Amazon always displays FBA products higher in their ranking, therefore overall the sales rank will be better.
  • Access to marketing features such as Lighting Deal and Deal of the Day, which help attract customers!


Best practice: Create an FBA Inventory management plan

Handing over the reins to Amazon to fulfil your orders requires consistent work to ensure you meet the inventory requirements, so creating an inventory management plan from the get-go is wise to avoid disruption.

This should include forecasting for health-related seasons and trends, a plan to avoid stockouts and overstock and implementing real-time inventory monitoring for timely replenishments.


Best practices for your inventory planning:

  • Build and maintain relationships with suppliers
  • Monitor your sell-through rate
  • Restock popular products quickly
  • Run promotions to reduce ageing inventory
  • Keep an eye on your margins
  • Reduce excess inventory to increase your profitability
  • Choose the right inventory management system
  • Maintain four weeks of inventory cover


2. Craft Compelling Content and Product Listings that stand out

To stand out in the competitive Amazon marketplace, focus on optimising your content and product listings in these key areas.


Best practice 1: conduct keyword research and optimisation

Before you list a product, it is essential to do some Amazon keyword research. Without keyword research, you are listing your product blindly. You may know how you would search for your product, but you don’t know how your customers will search for it. And that can make a big difference.
So, say you’re a Yoga mat brand looking to create a product listing that stands out from the crowd, here’s how we would conduct some keyword research;

We use platforms such as Helium10 to search for a specific search term, i.e. “yoga mat”. The platform allows us to see the search volumes of “yoga mats” and its related keywords, which we then use to inform us what search term we should include in our titles and keywords to have in our descriptions.


Best practice 2: Strategic placement of keywords in product titles, bullet points, and descriptions.

Once you have conducted keyword research, we recommend including the most important, high-search volume keywords in your product listing title.

Think about it from your potential customer’s perspective – they’re going to search for exactly what they are looking for, so these words should be included in the title. You have a character limit of 80-200, depending on your product category, so check what this is with Amazon’s Style Guides. Include the main keywords in the title, keeping it concise and direct. Extra keywords can be transferred to backend search terms, bullet points and descriptions.


Tips for crafting your titles and descriptions:

  • Length: There is a limit of 200 characters.
    • The desktop view is limited to about 100 characters.
    • The mobile view is limited to about 70 characters, which is where a lot of Amazon customers shop.

Keep the most important keywords/message in the first 70 – 100 characters

  • Unicorn layout “Brand – Product Name (with KWs) – Colour – Size/Quantity”.
  • Hyphens should be used to separate topics and commas to separate words.
  • There is no need for extra information in the title, it can be expanded in the bullets.



Notorious Nooch - Amazon Title


Best practice 3: optimise your product descriptions

For your product description, you want to elaborate on the bullet points above, and give the customer a reason to buy your product. Utilise A+ or Premium A+ content. Include details about your brand, the benefits of the product and any “extras” you may offer, such as a warranty. We have an Amazon product listing optimisation guide which you can use to set up your create discoverable product descriptions.


Best practice 4: Add photos and videos to your listings.

Adding visuals is what will make your product listing stand out and a good image and/or video can sell faster than any piece of text can. You can add up to nine images within a product listing, including a main image and one of those places can be occupied by a video.

Well-photographed, professional images will set you miles ahead of your competitors. Ensure that your main image is on a white background, and include a mix of product and lifestyle images that clearly show what your product is.


Amazon Video


Amazon Video is becoming predominantly more important. With the rise of TikTok over the past two years, all social media platforms & advertising platforms have been prioritising this feature as statistically, people prefer to obtain information through short videos than reading text.

Video is the easiest way to develop that emotional connection, to help the customer picture the product in real life and how it will benefit them.


Here are some best practices for videos on Amazon product listings:

  • Stay consistent
  • If using voice-over, use subtitles
  • Include a quick introduction
  • Ensure it is short yet informative
  • Have a key takeaway


Best practice 5: A/B test continuously.

To improve your chances of rising up the organic rankings, A/B test your product listings continuously. Implement different elements such as titles, images, and descriptions to see what garners better results. You can also use customer feedback to make iterative improvements to product listings.


3. Prioritise getting customer reviews

Word-of-mouth is a powerhouse when it comes to brand promotion, but it’s relatively out of your control. The next best thing is customer reviews.

The more reviews you have the higher your trustability is. This is powerful in swaying purchasing decisions for customers in a very crowded marketplace.

As well as converting customers, more reviews spell out some nice benefits; they affect keyword ranking, buy box eligibility and the ability to qualify for Amazon’s Choice Badge.

Reviews are crucial as they build trust in a product, with customers relying on positive reviews to guide their purchasing decisions. These reviews offer valuable insights into a product’s quality, usefulness, and potential issues, empowering potential customers to make informed choices.

Top tip: Using a third-party software tool such as Feedbackfive can help increase the number of reviews, as they request feedback from customers automatically after an order is placed. The sellers can customise when the emails are sent so that customers can try the product before writing a review.


Best practice 1: Sign up for Amazon Vine

Enrolling in Amazon Vine is one of the best ways to get Amazon reviews fast and is great for new products to obtain reviews.

The programme is open to sellers who use Fulfilment by Amazon (FBA), have fewer than 30 reviews and have an eligible Amazon Standard Identification Number (ASIN).


This is how Amazon Vine works:

You send 30 products to Amazon warehouses which then are sent to 30 Vine Voices for free. Vine Voices are reviewers who are hand-picked by Amazon and are then chosen based on their review rank and helpfulness, and they are expected to provide honest and comprehensive feedback on the products they receive.

You send a reviewer your product for free, and once the reviewers receive your product, they’ll try it out, and write an unbiased, honest review.

Important to note: The downside to this is that they might receive it and not like it, so there is a risk of you accumulating negative reviews instead of positive ones.


Best practice 2: Implementing post-purchase follow-up emails to gather feedback.

You are allowed to request reviews, but only if it’s done via Amazon Seller Central. You can find the “Request Review” button on the top details page for each buyer order, at the top right corner of the page, next to the button to send a refund.

Once an order has been delivered to your customer, you can request a view from customers inside Order Reports. This feature allows you to send one follow-up email to shoppers within 4 to 30 days of the purchase, and you cannot send two requests.

You don’t have control of customizing the email design and message, however, Amazon does translate the text into the user’s language. Clicking that amazing ‘Review Button’, the customer is notified that you would like to hear their feedback!

Request Review button 👇

  • You can only click the button for one order at a time. So, you need to navigate to each order before requesting a review, which can be laborious if you have many orders.
  • There is an option to use an automated Amazon Review tool which automates review requests through buyer-seller messaging is one alternative to the review button, and that also provides the opportunity to customise the message.


OR you can use an Amazon Review Tool

An alternative to the Review Button is using Send follow-up emails after an Amazon purchase asking for feedback. Amazon asks for customer feedback following a purchase, but it’s a generic email with nothing special.

Instead, send personalised review requests; ideally, you want to send them shortly after they’ve received your product so its awesomeness is still fresh in their minds. You can even use a site like FeedbackFive to automatically send customized feedback request emails. Make it easy for users to leave a review by including a link.


Best practice 3: Leveraging social media and other channels to drive initial reviews.

If you build up a brand presence on social media, this is a key selling strategy which can also lead to organic Amazon reviews. As the mantra goes, more sales = a higher chance of reviews.

Building a robust social media strategy that focuses on brand awareness and conversion can lead to boosting your sales on Amazon. This will require you to create a separate social media strategy that includes a winning content strategy to push traffic to your Amazon listing.

And while we won’t delve too much into that here, we will share a good tactic to use: influencers! And the good news is, Amazon has an Influencer Programme to make this easier for you.


Best practice 4: Manage and Respond to Reviews

You’ve got reviews? Great news!

An overall great experience fosters loyalty and can encourage customers to recommend your product or service.

To effectively manage your reviews, set up daily check-ins via Amazon Seller Central where you have a comprehensive dashboard that displays your reviews:

Amazon Customer Reviews


Alternatively, set up email notifications to receive alerts when someone leaves a review, this way you can respond to customer feedback much quicker.

We recommend choosing a third-party tool that can analyse the reviews and create more in-depth analytics, sentiment analysis and filtering capabilities if you start to get a lot of reviews.

Reviews provide useful insights for you and your business, so make sure to keep track of them and bear in mind if someone has a negative review, this is an opportunity for improvements!

PS: For negative reviews, you can offer a courtesy refund or support with the product this will help boost customer satisfaction despite a negative experience.


Our thoughts

Focusing on the 3 areas we have outlined above will help you start strong on your Amazon selling journey and create a plan that will help you stand out from the crowded marketplace.

One of our main takeaways for those looking to sell Health, Wellness or Fitness Products on Amazon – selling on Amazon requires continuous optimisation and testing. Much like you do with your overall business, marketing or sales strategies.

We encourage you to always keep on top of Amazon’s evolving policies and features as they do introduce these a lot. Particularly when it comes to Amazon FBA, they recently announced Inventory Metrics to help you plan your inventory levels and avoid low-stock fees.

And remember – don’t be afraid of utilising customer feedback to your advantage! Good reviews can give you some key insights in selling points in the eyes of your customer which you can include in your product descriptions. Bad reviews are an opportunity to improve on something if it’s consistently popping up.

Lastly, if you’re new, Amazon can seem like a mountain to climb. Don’t get overwhelmed at how to start, we’re made of a team of Amazon experts jumping at the chance to guide you on your Amazon journey. Just reach out to us via message or call us and we will answer any of your queries.



Ready to discover your selling potential?

We’re here to help you leap over the hurdles and make your brand stand out.

Please fill in our form.X close

    How we store your data privacy