Even before the pandemic hit, the demand for health products and its subsequent transactions on online marketplaces has been on the rise. From supplements and Ayurveda products that help boost immunity, manage stress and anxiety, improve skin, hair, as well as sleep, more and more consumers in India are looking for ways to improve their overall physical and mental health. And for research, guidance, and purchase, they often go to Amazon.  

But selling healthcare products on marketplaces like Amazon can be a tricky proposition. There are many more rules and regulations you need to comply with in order to sell. And this obviously because the products you are selling are being ingested by consumers or used in a way that may impact their health. It is doubly important to ensure that the language you use in your listings and storefronts is accurate, authentic, verified, and compliant with Amazon and other regulatory bodies applicable to your products.

To minimise the risk of your product being flagged or pulled down, which could not only affect your current sales but also your chances of being able to sell on Amazon later, there are many precautions you should take. And to help you navigate the choppy waters of posting on Amazon, we’ve compiled a healthcare content optimization guide, complete with a list of dos and the all-important don’ts for.  

  • The Dos

Be 100% transparent 

Make sure to include all the necessary information about your products – ingredients, dosage, instructions for use, side effects, and testimonials. You should also include actual photos of your product along with the packaging. If your product is ingestible, specify the exact form it is available, be it a powder, chewable, tablet, capsule, etc.   

Leverage the power of reviews 

When it comes to healthcare products, trust plays a much bigger role in the consumer’s decision-making journey. Along with transparency of information, quality packaging and shipping, good customer service, and other positive interactions will garner you more positive reviews – ultimately increasing repeat purchases and finding new customers. Reviews also give you an insight into how you can improve your offerings. 

Offer subscribe and save options

Amazon’s Subscribe and Save offer has been working wonders for brands since its introduction in 2007. This is especially useful and lucrative for healthcare products that will have recurring purchases. By giving your customers an option to save money, you’re more likely to have them come back. What’s more, the subscription model eases their effort to purchase from you again and again. They can simply choose their preferred delivery frequency and forget about it.  

  • The Don’ts

Don’t make any tall claims 

If you’re selling drugs, medical devices, cosmetics, food and beverages, supplements, or any other health products, don’t make any claims of curing, treating, preventing, or mitigating illnesses or conditions in humans or animals. This goes against RPC rules that restrict products from making claims of treating, precenting, diagnosing, or serving as medicine for any disease. However, if you are keen on highlighting your product’s benefits, ensure that you can substantiate your claims with the necessary notes and documentation. 

Don’t include references to pricing or promotions 

While using keywords and phrases related to discounts, deals, and promotions work especially well for products across categories, the case is different with healthcare. To avoid being flagged off by Amazon, ensure that you refrain from using terms such as ‘free’, ‘bonus’, ‘affordable’, ‘cheap’, etc. While you’re at it, watch out for language that directs or persuades potential customers to make a purchase. That includes avoiding phrases such as ‘add to cart’, ‘buy now’, shop with us’, ‘get yours now’, etc. 

Don’t market your product as a magic cure 

The Drugs and Magic Remedies Act of 1954 monitors the advertising of drugs and other medicinal products in India. It is a cognizable offence to make claims that a certain product contains magical properties. So double check if the product you’re selling violates the DMR Act in any way. 

Don’t mention diseases or conditions in your product description

Avoiding any keywords related to diabetes, cough, asthma, or skin disorders in your item description is one of the major healthcare content optimization challenges on Amazon. You should also steer clear of terms such as ‘anti-aging’, ‘fair skin’, ‘anti-inflammatory’, ‘youthful skin’, etc. In fact, there are over 170 diseases and conditions you should avoid listing: 

  • Alzheimer’s (aka “Alzheimer’s”)
  • Autism
  • Dementia
  • Attention Deficit Disorder (ADD)
  • Attention Deficit Hyperactivity Disorder (ADHD)
  • Depression
  • Brain Disease
  • Brain Disorder
  • Nervous disorders/ Nervous system disorders
  • Fits
  • Hysteria
  • Insanity
  • Nervous debility
  • Insomnia
  • Hyperactivity-sedative
  • Delirium
  • Epileptic fits
  • Epileptic fits
  • Encephalitis
  • Mental retardation, sub-normalities, and mental growth
  • Parkinsonism
  • Epilepsy
  • Astigmatism
  • Bell’s Palsy
  • Blepharitis
  • Cataract
  • Eye disease
  • Dry eye disease
  • Glaucoma
  • Macular degeneration (also called “AMD”)
  • Bacterial Conjunctivitis (also called “pink eye”)
  • Eye herpes
  • Eye occlusions (eye strokes)
  • Fuchs’ Corneal Dystrophy
  • Macular dystrophy
  • Stargardt’s disease (STGD)
  • Blindness
  • Disease and disorder of the optical system.
  • Trachoma
  • Granular conjunctivitis
  • Deafness
  • Ear Ruptures/ Ruptures
  • Stammering
  • Arthritis
  • Rheumatoid Arthritis
  • Psoriasis
  • Osteoarthritis
  • Eczema
  • Lyme Disease
  • Dropsy
  • Gangrene
  • Leprosy
  • Leukoderma
  • Lockjaw
  • Locomotor Ataxia
  • Rheumatism
  • Smallpox
  • Spondylitis
  • Prevent premature ageing
  • Baldness
  • Growth of new hair / hair regrowth
  • Cancer
  • Malignant Tumour / Tumour
  • Benign Tumour / Tumour (examples of benign tumours include moles and uterine fibroids)
  • Leukaemia / Leukaemia
  • Lung Cancer
  • Breast Cancer
  • Diabetes
  • Diabetic
  • Diabetic Neuropathy
  • High Blood Sugar
  • Diabetes mellitus
  • Glycaemic index
  • Increases Insulin sensitivity in diabetes / stimulates insulin sensitivity / maintains healthy insulin level
  • Goitre
  • Fever (in general)
  • Lupus
  • Gastrointestinal ulcers
  • Ulcerative colitis
  • Pleurisy
  • Pneumonia
  • Tuberculosis
  • Typhoid fever
  • Acute Bronchitis
  • Acute Respiratory Distress Syndrome (ARDS)
  • Asbestosis
  • Asthma
  • Bronchiectasis
  • Bronchiolitis
  • Bronchiolitis Obliterans Organising Pneumonia (BOOP)
  • Bronchopulmonary Dysplasia
  • Byssinosis
  • Chronic Bronchitis
  • Coccidioidomycosis (Cocci)
  • COPD
  • Cryptogenic Organising Pneumonia (COP)
  • Cystic Fibrosis
  • Emphysema
  • Hantavirus Pulmonary Syndrome
  • Histoplasmosis
  • Human Metapneumovirus
  • Hypersensitivity Pneumonitis
  • Influenza
  • Lymphangiomatosis
  • Mesothelioma
  • Middle Eastern Respiratory Syndrome
  • Non Tuberculosis Mycobacterium
  • Pertussis
  • Pneumoconiosis (Black Lung Disease)
  • Primary Ciliary Dyskinesia
  • Primary Pulmonary Hypertension
  • Pulmonary Arterial Hypertension
  • Pulmonary Fibrosis
  • Pulmonary Vascular Disease
  • Respiratory Syncytial Virus
  • Sarcoidosis
  • Severe Acute Respiratory Syndrome
  • Silicosis
  • Sleep Apnea
  • Sudden Infant Death Syndrome
  • Bronchial Asthma
  • Varicose Vein
  • Appendicitis
  • Bladder stone
  • Gallstones
  • Hernia
  • Jaundice
  • Hepatitis
  • Liver disorders
  • Kidney stones
  • Piles and Fistulae
  • Stones in gallbladder
  • Bright’s Disease / nephritis / kidney disorder
  • Paralysis
  • Height increase in adults / children
  • Congenital malformations
  • Genetic disorders
  • Improvement in height of children/adults
  • Infantile paralysis
  • Obesity
  • HIV
  • Blood Purification
  • Arteriosclerosis
  • Blood poisoning
  • Disorders and disorders of the uterus
  • Disorders of menstrual flow
  • Disorders of the prostatic gland
  • Female diseases (in general)
  • Forms and structure of the female bust
  • Heart diseases
  • High or low blood pressure.
  • Hydrocele
  • Plague
  • Sexual impotence
  • Stature of persons
  • Sterility in women
  • Venereal diseases, including syphilis, gonorrhoea, soft chancre, venereal granuloma and lymphogranuloma.
  • AIDS
  • Angina Pectoris
  • Change in colour of the hair
  • Change of foetal sex by drugs
  • Fairness of the skin
  • Increase in brain capacity and improvement of memory
  • Improvement in size and shape of the sexual organ and in duration of sexual performance
  • Improvement in the strength of the natural teeth
  • Improvement in vision
  • Maintenance or improvement of the capacity of the human being for sexual pleasure
  • Myocardial infarction
  • Power to rejuvenate
  • Premature greying of hair
  • Rheumatic Heart Diseases
  • Premature ejaculation and spermatorrhoea

Get the Amazon listing optimization experts on your side Perhaps the fastest and most seamless way for your healthcare products to shine on Amazon is to have the right experts manage your product content. At Tenovia, we provide tailored Amazon listing optimization services for your product descriptions, tiles, and listings, and ensure you remain compliant to regulations, steer clear from any possible red flags, and become visible and compelling to your consumers. Get in touch with us today and together, let’s build your healthcare brand on Amazon!

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