Where to Safely Buy Real Vitamins and Supplements Online, Not Fakes or Counterfeits

Answer:

Counterfeit supplements have been sold on Amazon and reports of this have been increasing lately. For example, a lawsuit was filed in November 2023 against multiple parties allegedly selling counterfeit Prevagen on Amazon. In September 2023, it was discovered that counterfeit versions of Pure Encapsulations L-glutamine and NatureMD’s GutConnect 365 were sold 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. 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. Fungi Perfecti discovered 23 different sellers on Amazon selling counterfeits of its Host Defense brand mushroom supplements. In October 2024, Fungi Perfecti won a lawsuit that prohibits JT Best Deals from advertising or selling Fungi Perfecti products through any Internet or non-Internet channels. Allegedly, it had been selling these on Amazon.com (under "JT BestDeals LLC"), Walmart.com (under "Best Deals International"), eBay.com (under "Best Deals 4 Less 12" and "Direct Deals Group"), and the private website goodszon.com.

Counterfeit versions of TruNiagen (nicotinamide riboside) that contained virtually none of this ingredient were found to be sold by several unauthorized sellers in late 2024.

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, read the tips below and see the information for specific brands. Also, watch this short video:

1. 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 authorized to sell from their storefronts on Amazon.

Most brands also have authorized distributors and retailers who sell their products. Many of them list these authorized sellers on a "Where to Buy" page on their site, and some of these sellers may also be authorized to sell that brand from their own storefronts on Amazon or other retail platforms.

Some brands offer, on their own websites, an option to "Buy with Prime," which allows you to take advantage of free shipping associated with Amazon Prime membership when buying a product sold by the actual brand. Choosing this will first take you to a page on Amazon.com, where you must login with your Amazon Prime account, and then to a page on buywithprime.amazon.com, where you can purchase the product with that account.

2. If on Amazon:

- Be Sure It’s "Sold By" the Actual Brand, An Authorized Reseller of the Brand, or, possibly, Amazon itself, and That It "Ships From Amazon"

If shopping on Amazon, purchase directly from the supplement brand or its store (storefront) on Amazon under the names it has registered with Amazon (and not other names, even if they look similar to a registered name). You can also purchase products that are sold by resellers that have been authorized by the brand to sell its products on Amazon.

See the table below for actual, registered brand names, store names, and authorized resellers of each brand, as confirmed by ConsumerLab with each brand.  When you are about to place the order on Amazon, be sure that you see one of these names after the words "Sold by:" (look at the small print under the "Add to Cart/Buy Now" buttons). Also be sure that you see the words “Ships from: Amazon.”

You may see that a product is "Sold by: Amazon." 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. However, concerns have been raised that products that have undergone this verification could be mingled by Amazon with products that have not gone through this process. ConsumerLab asked Amazon’s public relations group if buying a product that is "sold by" and "shipped by" Amazon assures that the product is always from the brand itself or a distributor authorized by the brand. Unfortunately, we were told, on October 11, 2023, that "Amazon does not have a response" at this time. Nevertheless, if a product is sold by Amazon and there is a problem with the product, Amazon is likely to provide a refund, based on reports from ConsumerLab members.

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 authorized 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. In fact, even the name of the seller need not be an actual entity because, according to a court filing by Amazon, “The selling account names selected by third-party sellers do not necessarily reflect the legal names of their businesses.”

- 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 program, 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 program, 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 program. Consequently, consumers are left uncertain of whether the lack of a transparency code on a product means it is counterfeit.

3. 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. Note: We have reached out to all of the brands listed below and have checked for information on their websites regarding where to buy their products. A question mark (?) in the table indicates that we are waiting for a response.

4. 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.