Amazon gumming up the supplement market and going to the dogs

August 15, 2019

It’s been just over 900 days since Amazon launched their first brand of supplements, Amazon Elements,  with only four SKUs. Today, the brand carries 50. Amazon brands are continuing to advance in the marketplace in both size and strength. There are now almost 300 Amazon supplement SKUs across the various brands. Gummies are advancing at a rapid pace and occupy about 10% of the Amazon brands. Amazon is also advancing to new areas such as pet treats, pet supplements and pet food.

When launched in February 2017, the Elements brand highlighted transparency in a manner still unequaled by any other brand in the industry. Every bottle has the term “Transparency” strategically centered on the label. To the right of Transparency is a QR Code. Underneath the word Transparency is the verbiage:

To learn about the quality, purity, and potency of your product, scan with your Amazon Mobile App.

Scan the QR code and you get a summary of test results associated with your product. Read further on the website and you get country of origin for the ingredients used and the contract manufacturer is named:

Arizona Nutritional Supplements

Meet Our Manufacturer

We chose our manufacturer, Arizona Nutritional Supplements (ANS), because they have more than 20 years of experience in the world of dietary supplements. Located in Chandler, Arizona, ANS is known for their high-quality standards and thorough evaluation of products and ingredients at every stage. From raw materials to finished goods, their rigorous program ensures that you receive a high-quality, unadulterated product that you feel good about taking.

Apparently, not everyone craves transparency because Amazon continues to create more private brands absent that commitment. The largest Amazon owned brand, Solimo, was launched in March 2018. This brand has approximately 100 supplement SKUs and provides over 20 gummies products. The Solimo brand now also includes dog supplements and dog food.

While Elements contains no “gummies” products, Solimo provides about 20% of its line as gummies. Revly, another Amazon brand target to more of the active lifestyle crowd, now has 57 SKUs with 14 gummies products.

The Amazon line devoted to kids, Mama Bear, is almost all gummies. This brand is not expanding as fast as all others.

The Amazon brand OWN PWR sports 39 skus all designed to support the health and muscle enthusiast.

Amazon brands are going to the dogs in full force:

It is clear the Amazon brands are on a mission to private label food and supplements in a variety of manners and directions. While consumer migration to the brands has not been rampant, the pace is decidedly positive.

The question remains does all of this action raise the reputation and trust for our industry or does it serve to commoditize the industry? To some the sincerest form of flattery is imitation, to others the act of copying is theft. Which phrase do you think applies?


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Lori Diez

Lori Diez combines compassion and excellence to lead organizations to their next level. A small-town Texas childhood taught her the value of hard work and relationships, which she uses to foster teamwork that brings results that have transformed cultures and programs to their highest potential. Her successful career in pharmaceutical and nutraceutical sales leadership and event hosting has prepared her to deliver results as the COO of TrustTransparency, where she uses her industry knowledge to ensure that the company’s operations run smoothly as they support nutraceutical companies in their mission to help others. Lori’s passion for charity reflects her belief that individuals working together can change the world, no matter how small their contribution to the effort. This year, she looks forward to continuing over a decade of service at the Houston Livestock Show And Rodeo, where she will be the Chairman of the Livestock Committee.

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Glynnda Steinford, Trust Transparency Consulting’s Director of Customer Relations, brings over four decades of healthcare experience to her vital role in client engagement and relationship building. Her diverse background spans from administering medical groups to impactful stints in pharmaceutical and nutraceutical sales, all underlined by her degree in Healthcare Administration.

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Caiti Dowden stands as a crucial pillar at Trust Transparency Consulting, bringing invaluable insight and expertise to her role as Senior Executive Assistant’ since her start in 2018. With an academic background from Sam Houston University and a career shift from education to the nutraceutical sphere in 2010, Caiti has cultivated a sharp acumen for dissecting industry trends and bolstering strategic decision-making.

Her transition from Data Analyst reflects her growth and deep understanding of the business landscape. Caiti’s commitment goes beyond professional excellence; she thrives on balance, drawing from her rich life outside of work to enhance her organizational contributions. Whether it’s family time, volunteering, or rooting for Houston’s sports teams, she believes in embracing experiences to fuel her professional creativity and insight.

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Scott Steinford, a trailblazer in strategic leadership, boasts a certified M&A background, having navigated companies from their genesis to industry prominence. His brainchild, Trust Transparency Consulting, born in 2007, stands as a testament to his dedication to ethical business practices and strategic foresight, offering industry stakeholders invaluable guidance.

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Notably, Scott’s influence is a driving force in the CoQ10 market, where his leadership has significantly bolstered the ingredient’s global presence. His roles in various capacities, including as a New Hope Ambassador, keep the community informed, providing in-depth industry reports and insights.

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