Best-Selling Wellness Products on Amazon: What They Are and How to Make a Profit

The wellness sector is one of the most interesting areas for Amazon sellers to explore. But what does it include? How can we succeed in this market? And how can we help you make your wellness business fully profitable?

To answer these and other questions, including identifying the best-selling wellness products on Amazon, we’ve prepared a guide that we recommend you read.

Let’s get started!

Subscribe to Newsletter

Articles, mini-guides and updates on Amazon world from leading insiders.

I accept the privacy policy

The Wellness Sector: A Wide Range of Products to Sell on Amazon

The first thing we want to do in this guide on selling wellness products on Amazon is to define the scope. What do we mean by wellness products?

Although there is no predetermined definition, Amazon’s wellness category encompasses beauty and personal care, which is further divided into subcategories such as:

• Beauty
• Luxury Beauty
• Dermocosmetics
• Natural Cosmetics
• Health and Personal Care

It’s a very diverse product range!

For example, the Health and Personal Care section includes everything from vitamins, minerals, and supplements to shaving, hair removal, and depilation products, from intimate hygiene to dental care, and from eye care to baby and child care.

Additionally, within this catalog, there is a smaller section specifically called Wellness. This includes more niche categories like alternative therapies, sauna accessories, tanning lamps, and wellness and relaxation massages.

For the purpose of this guide, however, we will focus on a broader scope of analysis.

Wellness Products on Amazon: What Are the Best Categories?

The fact that the wellness market on Amazon is so vast, offering numerous entry and development opportunities, doesn’t mean you need to cover all categories and subcategories to succeed!

On the contrary, as we’ll see in the following sections, you can often achieve the best results by focusing on a specific niche and dedicating your full attention to it.

But is it possible to identify particularly interesting categories? Which categories are growing the fastest within this sector?

Supplements and Other Products for Internal Wellness

One of the categories that has seen the best growth in recent years is that of dietary supplements and other products that promote internal wellness.

This category includes not only health and sports supplements (with an estimated market value expected to exceed $280 billion by next year) but also detox teas and other consumables that can improve our body’s health.

It’s no coincidence that over the years, the vitamins, minerals, and supplements sector on Amazon has become more structured, now featuring 12 highlighted categories with thousands of products:

• Multivitamins and minerals
• Herbal supplements and preparations
• Dietary vitamins
• Amino acids
• Dietary minerals
• Essential fatty acids
• Probiotics
• Antioxidants
• Collagen
• Enzymes
• Dietary fiber
• Hyaluronic acid

Skin and Hair Care Products

Another major category with increasing sales volumes on Amazon is skin and hair care products.

Here, too, we can see that the sector is vast and densely populated with beauty and wellness solutions, technically falling under the Beauty category, which includes:

• Beauty accessories and tools
• Salon and spa accessories
• Bath products
• Hair care
• Skin care
• Fragrances and perfumes
• Manicure and pedicure

It is clear that these product sectors are extensive and complex. Only well-structured brands can manage all categories and subcategories with a cohesive offering.

It’s often better to consider specializing in a narrow niche, such as sports supplements or creams for dry skin, for example!

Your Competition: Who Sells Health and Beauty Products?

The categories related to wellness on Amazon continue to attract a large number of new online sellers, who are clearly interested in gaining a share of this growing market.

However, if you analyze these categories, you’ll notice that most of the top sellers are those who have established a strong position over time.

In other words, while there is always room for new, determined entrepreneurs, the leading brands still dominate the space.

This suggests that the health and beauty sectors are indeed challenging for newcomers, as buyers tend to value brand recognition and long-term reliability.

But does this mean there is no chance of success for a new entrepreneur interested in selling their wellness products on Amazon?

Of course not!

However, for newcomers in this sector, it becomes even more crucial to adhere to the best practices we have seen work well in the wellness market and which have helped many clients achieve positive results.

Let’s explore these together.

Verify Sufficient Demand for Your Wellness Product

You may have the best product in the world, but if there aren’t enough customers who want or need it, your business won’t be sustainable.

In other words, if there is no demand, there will be no sales. And if there are no sales, your costs will end up crushing your online business.

Therefore, the first thing to do is measure the market size by checking whether similar products are already selling well on Amazon. To help you with this, the Zon Wizard suite offers a set of analysis tools that will allow you to understand which products similar to yours are performing well.

You can also assist yourself in this analysis by checking Amazon’s Best Sellers in the subcategory that interests you the most.

If your product offers the same features and benefits as the top-selling items in its category, demand is likely to be present.

At that point, your task won’t be to verify the existence of a sufficient customer base (although you should continue to monitor demand), but rather to stand out among the competition and carve out a good market share.

While we will discuss this shortly—and have talked about it in many other articles on our blog—we can mention here that much depends on brand recognition, customer reviews, product listing text and images, and the presence of advertisements.

Ensure Your Listing is Indexed for the Most Relevant Keywords

Like Google, Amazon also has its own internal search engine with specific functionality. Your task, therefore, will be to optimize product listings and promotional ads for the most relevant and effective search terms—that is, for the keywords your potential customers use to find solutions to their needs.

With this in mind, remember that every keyword phrase included in your bullet points, title, or product description represents another opportunity for customers to find you, generating sales and traffic.

Using Images as an Attraction Element

Images are one of the main factors that can significantly boost your conversion rate. For this reason, it’s always essential to ensure you’re using high-quality images to represent your brand and products.

Put yourself in your potential customer’s shoes: the images should visually tell the story of your product and how it’s used.

To get some useful inspiration and assess whether you’re doing things correctly, try comparing your images with those of your most successful competitors and the top-selling products, and see where there’s room for improvement.

For brands operating in the health and wellness industry, in particular, it’s always advisable to show customers the solution you offer and the benefits they can achieve. For example, if your goal is to sell a moisturizing cream or a specific supplement for sports activities, a well-designed infographic highlighting the benefits could make a big difference.

Image Size Matters

Also, remember that image size is important! Make sure they have appropriate dimensions and proportions. Images that are too small can appear pixelated and may disable the zoom function on desktops. To ensure your images are zoomable, Amazon recommends they be at least 1,000 pixels on the shortest side.

Moreover, remember that all elements of your listing should build trust, and this is especially true for images, even more so for health and beauty products, as customers will use these products on or in their bodies.

Therefore, a product shown with professional, high-quality images will build trust much faster than one with amateur photos. Consider investing in professional photos that show your product in its best light.

Creating Text That Persuades and Converts

In addition to images, the text of your listing plays a crucial role in converting wellness products on Amazon.

Our advice is to balance your SEO efforts with compelling and customer-focused content that motivates buyers to make a purchase.

Unfortunately, a common mistake is still to stuff titles and bullet points with keywords. Not only does this bad habit make the content difficult to read (which can drive customers away), but it can also alert Amazon’s search engine, whose goal is to provide relevant and useful content to its users.

Moreover, while it’s important to index as many keywords as possible, it’s also true that if the traffic you’re driving to your listing isn’t converting into sales, it doesn’t matter how many keywords you’re indexed for!

In other words, when creating text that aims to convert in the wellness sector, make sure to communicate:

• Specific uses
• Benefits
• Ingredients
• Materials
• Whether the product is organic, sustainable, or fair-trade
• Any certifications and recognitions

Encouraging Reviews

Reviews are a crucial factor in generating sales. However, Amazon strictly monitors reviews to ensure they are authentic and prevents non-compliant practices that could undermine the platform’s credibility.

This doesn’t mean you can’t discreetly encourage reviews. To quickly gather more customer feedback, you have some options available.

One of these is the Amazon Vine program. With this plan, Amazon invites its most trusted reviewers to share their opinions on new products. There is a registration fee for each enrolled parent ASIN, but this fee is waived if no Vine reviews are received. To be eligible for Amazon Vine, you must meet the following criteria:

• Be a brand registered in Amazon Brand Registry
• Have fewer than 30 reviews on the product detail page
• Have an FBA offer available in “new” condition
• Not be an adult product
• Be launched at the time of enrollment
• Have available inventory
• Have an image and description

Requesting Reviews

Sellers can always request a review for a specific order by using the dedicated function on the order details page, rather than asking the customer directly via email or messaging. You can use this feature to request a review between 5 and 30 days after the order is completed. Remember that our suite also has a dedicated function that makes this process even simpler!

Additionally, there are third-party tools available to send messages to customers and request reviews. However, make sure you are using a service that complies with Amazon’s guidelines!

As your sales increase, you’ll organically receive more reviews. Remember that not every product needs hundreds or thousands of positive reviews. Typically, 15-50 reviews are enough to stimulate sales.

The most important factor is quality. Especially if you have a limited number of reviews, negative ones can significantly impact conversion rates.

Monitoring Sales and Conversion Data in the Wellness Sector

Amazon provides a detailed report on sales and traffic for each item. Here, you can view the product’s unit session percentage, which represents the conversion rate. You can also see the number of page views and sessions your listing has received over a specific date range.

Regularly reviewing these data points helps identify any issues with traffic or conversion. For example, if you’re getting a lot of traffic but not converting, something in your communication may be preventing customers from making a purchase.

Testing Product Pricing

Many believe that to achieve more sales, you need to have the lowest price, initiating a price war. While it’s true that price plays an important role in conversions, brands—especially those in the wellness sector—must balance price with their value proposition.

Consumers in this sector tend to be more skeptical when purchasing products at very low prices. Such pricing can diminish the perceived value of your items. If you want to position your brand as premium, your prices need to reflect that value.

Finding the perfect price often requires experimentation. Test different prices and analyze the sales data to determine which price yields the highest conversions.