As competition intensifies in the online supplement and wellness marketplace, Amazon has increased its oversight of structure/function claims—the statements brands use to describe how a product may affect the body’s normal structure or function. In light of this shift, Qalitex is advising brands to exercise greater diligence and precision in how they market their products, warning that unsubstantiated or exaggerated claims can lead to product removals, account suspensions, and loss of consumer trust.
Amazon’s heightened scrutiny aligns with regulatory expectations from the U.S. Food and Drug Administration (FDA) and the Federal Trade Commission (FTC), both of which require that structure/function claims be truthful, not misleading, and supported by competent scientific evidence. Common examples of problematic claims include overstating benefits, suggesting disease treatment or prevention, or failing to provide substantiation for functional assertions.
Qalitex underscores that proactive compliance is now essential. Brands should:
Conduct independent third-party testing to support claims.
Ensure all marketing copy—including product titles, bullet points, and A+ content—meets FDA/FTC standards.
Maintain clear documentation of clinical research and lab results.
Train internal teams on compliant language to avoid inadvertent violations.
By embracing transparency and scientific backing, supplement and cosmetic brands can not only avoid costly disruptions on Amazon but also strengthen their reputation with increasingly discerning consumers.
Qalitex concludes that Amazon’s stricter stance is not a barrier but an opportunity: “Brands that back their structure/function claims with solid science don’t just meet compliance—they set themselves apart as trustworthy leaders in a crowded marketplace.”
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