Where to Safely Buy Real Vitamins and Supplements Online, Not Fakes or Counterfeits
Counterfeit supplements have been sold on Amazon, and reports of this have been increasing lately. For example, in September 2023, it was discovered that counterfeit versions of Pure Encapsulations L-glutamine and NatureMD’s GutConnect 365 were sold on Amazon. In August 2023, it was revealed that a counterfeit version of Bausch + Lomb’s PreserVision AREDS 2 Eye Vitamin & Mineral supplement had been sold on Amazon. Three months earlier, in April 2023, two supplement companies, NOW Foods and Fungi Perfecti, separately reported counterfeit versions of their products sold on Amazon. Fungi Perfecti discovered 23 different sellers on Amazon selling counterfeits of its Host Defence brand mushroom supplements. NOW Foods discovered 11 different counterfeit NOW supplements, including psyllium husk capsules, magnesium citrate, and a men’s multivitamin, sold on Amazon by a single Amazon seller.
Of course, before even selecting a supplement, to be safe, it is important to ensure that a product does not have red flags that may indicate a problem with quality and that it has been independently tested for quality by a third party such as ConsumerLab. To then make sure that what you buy online is the real, authentic product—avoiding a fake and potentially dangerous item—here are four important tips:
- Shop Directly from the Brand’s Website
The best way to avoid counterfeit products, when possible, is to purchase directly from the brand’s website. Brands that do not sell directly to consumers will often have a “Where to Buy” page or may provide links to trusted distributors and retailers, some of which may also be authorised to sell from their storefronts on Amazon.
Most brands also have authorised distributors and retailers who sell their products. Many of them list these authorised sellers on a “Where to Buy” page on their site, and some of these sellers may also be authorised to sell that brand from their own storefronts on Amazon or other retail platforms.
- If on Amazon:
- Be Sure It’s “Sold By” by the Brand’s Storefront or by Amazon Itself, and That It “Ships From Amazon”
If shopping on Amazon, purchase directly from the supplement brand’s Amazon storefront or from a storefront authorized by the supplement company. See the table below for actual, registered storefront names on Amazon for popular supplement brands.
In addition to making sure that the product is from the correct storefront or “store” on Amazon, be sure that you also see the words “Ships from: Amazon” and, if not buying from the brand’s storefront, “Sold by: Amazon” on the page from which you are buying the product (look at the small print under the “Add to Cart/Buy Now” buttons to check the “Ships from” and “Sold by” information).
According to an Amazon representative contacted by ConsumerLab, products “sold by” and “shipped by” Amazon have had at least one lot of the product checked by Amazon to verify that its supply chain documentation is accurate.
Be aware that some brands, like Trader Joe’s, do not sell through Amazon, so if you buy a Trader Joe’s product on Amazon, you won’t be getting it from Trader Joe’s or a seller authorised by Trader Joe’s. The “Sold by” information will show who is actually selling it to you, and the product could be counterfeit or being re-sold after being originally purchased at a Trader Joe’s store.
- Check for Amazon Transparency Codes
Some products purchased on Amazon can now be verified using one of two smartphone apps (Amazon Shopping or the Transparency app). For brands that are registered with Amazon for the programme, you can scan a product’s transparency code on these apps after you receive it. Amazon verifies the identity of companies that apply to participate in the transparency programme, which was launched in 2019 as part of its effort to help detect and remove counterfeit products from the site, known as Project Zero. More than 30,000 brands are apparently enrolled in the Amazon Transparency program. However, Amazon does not provide a list of participating companies or products, and brands may choose which products they enroll in the programme. Consequently, consumers are left uncertain whether the lack of a transparency code on a product means it is counterfeit.
- What to Look for Online to Avoid Counterfeit Supplements
To help clarify things, we created the table below. The table shows, for each brand, sites authorized to sell the brand’s products, the registered names by which the brand is sold, and whether or not the brand uses Amazon transparency codes on its products.
How Supplements Brands Sell Online
— What to Look For to Avoid Counterfeits —
| Brand | Authorized Online E-tailers and Resellers | ||
| Carlson Labs | — Amazon.com: Sold by “Carlson Labs,” “iHerb LLC,” and on “Carlson” store. Not in Transparency Program# — iHerb.com* — Walmart.com: Sold by “Carlson Labs” — Other sites** | ||
| Garden of Life | — Own website — Amazon.comα: Sold by “Garden of Life” as well as “Swanson Health,” “The Vitamin Shoppe,” and “Whole Foods Market,” and on “Garden of Life” store. Not in Transparency Program# — Walmart.com: Sold by “Swanson Health Products” — Other sites: Swansonvitamins.com, Thrivemarket.com, Vitacost.com | ||
| Jarrow | — Amazon.comα: Sold by “Jarrow Formulas” and on “Jarrow Formulas” store. Not in Transparency Program# — iHerb.com* — Other sites: Instacart.com, Sprouts.com, Vitacost.com | ||
| Life Extension | — Own website — Amazon.comα: Sold by “Life Extension” and on “Life Extension” store. Not in Transparency Program# — iHerb.com* — Walmart.com: Sold by “Peak10” — Other sites: Target.com, Vitaminshoppe.com, Vitacost.com, Walgreens.com | ||
| Microbiome Labs | — Own website — Customer-owned websites of healthcare practitioners. — Does not sell on Amazon.com, eBay.com, or other third-party sites. | ||
| Natrol | — Amazon.comα: Sold by “Natrol” and on “Natrol” store. Not in Transparency Program# — Walmart.com: Sold by “Walmart.com” — Other sites: Instacart.com, Walgreens.com | ||
| Nature Made | — Own website — Amazon.comα: Sold on “Nature Made” store. In Transparency Program? — Walmart.com: Sold by “Nature Made” — Others** | ||
| NatureMD | — Own website (naturemd.com)# — Does not sell on Amazon.com, Walmart.com or other sites | ||
| Nature’s Bounty | — iHerb.com* — Walmart.com: Sold by “Nature’s Bounty” — Others** — Sold on Amazon.com? | ||
| NOW | — Amazon.comα: Sold by “NOW,” “NOW Foods,” and on “NOW” store. Not in Transparency Program# — iHerb.com* — Others** | ||
| OmegaBrite | — Own website (OmegaBrite.com and OmegaBriteWellness.com)# — Does not sell on Amazon.com or Walmart.com. | ||
| Qunol | — Own website — Amazon.comα: Sold on “Qunol” store. Sold by others? In Transparency Program? — iHerb.com* — Others** | ||
| Solgar | — Amazon.comα: Sold on “Solgar” store. In Transparency Program? — iHerb.com* — Others** | ||
| Source Naturals | — LuckyVitamin.com — Vitamin Discount Center — Sold on Amazon.com? | ||
| Swanson | — Own website — Amazon.com: Sold by “Swanson Health Products” or on “Swanson Health Products” store. Not in Transparency Program# — iHerb.com* | ||
| Thorne Research | — Own website — Amazon.com: Sold on “Thorne Research” store and by “Pattern.” Not in Transparency Program# — Walmart.com: Sold by “Pattern” | ||
| Trader Joe’s | None. Does not sell online, either directly, on Amazon, or elsewhere. | ||
| α Also “sold by” Amazon on Amazon.com #Source: Information provided by brand. *Website participates in ConsumerLab’s PriceCheck program. **See brand’s website for full list of authorized resellers. ? – Company has not responded to ConsumerLab.com as to how the company sells on Amazon. | |||
- Check Product Reviews for Reported Problems
Pay close attention to customer reviews and photos, particularly from reviewers with past experience with a product. Be concerned if reviews or photos indicate that a product received from a particular seller arrived in unusual packaging, contained pills of a different color, size, or shape than the authentic product, or had misspellings on labels. These tell-tale signs have been spotted with counterfeit, phony supplements.
What to Do if You Receive a Counterfeit Product
If you suspect that a product you received may be counterfeit, don’t use it.
If you purchased the supplement from Amazon, request a refund or exchange. (Note that third-party sellers may have different return policies than those sold and shipped by Amazon – and some may have a no return policy, so be sure to check return and refund policies before buying). Also consider reporting the issue through the “Report a problem” link on the product page, and sharing the problem in a review, which may help other customers.
The Federal Trade Commission (FTC) also has a website for consumers to report fraudulent products, and you can let ConsumerLab know about quality issues or adverse events you’ve experienced with supplements you’ve purchased on our Report A Problem page.
If you experience a serious adverse event from any supplement – counterfeit or not — you should report it to the U.S. FDA through their Safety Reporting Portal.
