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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. Fungi Perfecti discovered 23 different sellers on Amazon selling counterfeits of its Host Defense 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, 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.

Authorized Sellers of Popular Vitamin & Supplement Brands

    Brand    
Authorized Online Sellers of Brand
— Own website (wholefoodsmarket.com with Amazon Prime account)
— Amazon.comα†: Sold by "Whole Foods Market" and "AmazonFresh" on "Whole Foods Market" section of Amazon departments.
— Does not sell on Walmart.com or other websites.
— Own website
— Amazon.com: Sold on "Ancient Nutrition" store. In Transparency Program?
— Sold on Walmart.com?
— Other sites: iHerb.com*
— Own website
— Amazon.com: Sold by “Bluebonnet Nutrition” and on "Bluebonnet Nutrition" store. In Transparency Program?
— Sold on Walmart.com?
— Other sites?
— Own website with option to purchase directly or through “Buy with Prime” with Amazon, where products are Sold By “Bragg Live Food Products.” In Transparency Program?
— Sold on Walmart.com
— Other sites?
— Own website
— Amazon.com: Sold by "Bulk Supplements" and on "BulkSupplements.com" store. Not in Transparency Program.#
— Walmart.com: Sold by "BulkSupplements.com”
— Own website
— Sold on Amazon.com or Walmart.com?
— Other sites?
— Amazon.com: Sold by "Carlson Labs," "iHerb LLC," and on "Carlson" store. Not in Transparency Program.#
— Walmart.com: Sold by "Carlson Labs”
— Other sites: iHerb.com*, Fullscript.com, more**
— Amazon.comα†: Sold on "Centrum" store. In Transparency Program?
— Walmart.com: Sold by “Walmart.com”
— Other sites**
— Own website
— Amazon.com: Sold by "CocoaVia" and "Mars Edge" and on "CocoaVia" store. Not in Transparency Program.#
— Walmart.com: Sold by "CocoaVia”
— Own website
— Amazon.comα†: Sold on "Culturelle" store. In Transparency Program?
— Walmart.com: Sold by "Walmart.com”
— Other sites: iHerb.com*, more**
— Own website
— Amazon.com: Sold by "Designs for Health" and on "Designs for Health" store. Not in Transparency Program.#
— Does not sell on Walmart.com.
— Other sites: Fullscript.com

— Amazon.comα†: Sold by "OxKom," "iHerb LLC," "HerbsPro," "Swanson Health Products," "VitaminLife,"and "vegetarianvitamins," and on "Deva" store. Select products in Transparency Program.#
— Walmart.com: Sold by "OxKom," "iHerb," "Swanson," "VitaminLife," and "HerbsPro"
— Other sites: iHerb.com*, HerbsPro.com, Swanson.com, VegetarianVitamins.com, Vitacost.com, and more.**

— Own website
— Sold on Amazon.com or Walmart.com?
— Other sites: iHerb.com*, Vitacost.com
— Own website
— Amazon.com: Sold on "Double Wood Supplements" store and by "Double Wood LLC" Not in Transparency Program.#
— Walmart.com: Sold by “Double Wood Supplements”
— Other sites: Vitacost.com
— Own website
— Sold on Amazon.com or Walmart.com?
— Other sites: iHerb.com*, Fullscript.com, Swansonvitamins.com
— Amazon.com: Sold on "Emergen-C" store. In Transparency Program?
— Sold on Walmart.com?
— Other sites: CVS.com, Riteaid.com, Samsclub.com, Target.com, Walgreens.com
Epion Brands (Kori Pure Antarctic Krill Oil)
— Amazon.com: Sold on "Kori Krill Oil" store by "Kori Krill Oil." Not in Transparency Program#
— Walmart.com: Sold by "Walmart.com”
— Other sites: iHerb.com, Vitacost.com, Swansonvitamins.com
— Amazon.comα†: Sold by "Biocodex USA" and on "Florastor" store. Will participate in Transparency Program in Nov. 2023 with 100-count product.#
— Walmart.com: Sold by "Walmart.com”
— Other sites: Allstarhealth.com, Costco.com, Vitacost.com
— Own website
— Sold on Amazon.com or Walmart.com?
— Other sites?
— Own website
— Amazon.comα†: Sold by "Garden of Life," "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: iHerb.com*, Fullscript.com, PureFormulas.com, Swansonvitamins.com, Thrivemarket.com, Vitacost.com
— Own website
— Amazon.com: Sold by “GNC” and on "GNC" store. In Transparency Program.#
— Walmart.com: Sold by “Walmart.com”
— Other sites?
— Own website
— Sold on Amazon.com or Walmart.com?
— Other sites?
— Own website (hostdefense.com and fungi.com)
— Amazon.com: Sold by “Highland Health Foods,” “Holly Hill Health Foods,” “iHerb LLC,” “NetRush,” “Pattern Products,” “Terra Mater,” “The Vitamin Shoppe,” and “Vitamin Life.” In Transparency Program?
— Sold on Walmart.com?
— Other sites: iHerb.com*, more**
— List of non-authorized e-tailers is on company website.
— Own website
— Amazon.com: Sold by “Innovix Pharma, Inc.” and on “InnovixLabs” store. Will participate in Transparency Program in 2024.#
— Does not sell on Walmart.com.
— Other sites: iHerb.com*
— Amazon.comα†: Sold by "Jarrow Formulas" and on "Jarrow Formulas" store. Not in Transparency Program.#
— Does not sell on Walmart.com.
— Other sites: iHerb.com*, Fullscript.com, Instacart.com, Sprouts.com, Vitacost.com
— Own website
— Sold on Amazon.com or Walmart.com?
— Other sites: Vitaminshoppe.com
— Own website (Costco.com)
— Does not sell on Amazon.com or Walmart.com.
— Other sites?
— Amazon.comα†: Sold on "Wakunaga of America" store. In Transparency Program?
— Sold on Walmart.com?
— Other sites: iHerb.com*, LuckyVitamin.com, Swansonvitamins.com, Vitacost.com, Vitaminshoppe.com, Wholefoodsmarket.com
— Own website
— Amazon.comα†: Sold by "Life Extension," "Peak10," "Pharmco," and "Highland Health," and on "Life Extension" store. Not in Transparency Program.#
— Walmart.com: Sold by "Life Extension" and "Peak10”
— Other sites: iHerb.com*, Allstarhealth.com, Fullscript.com, Target.com, Vitacost.com, Vitaminshoppe.com, Walgreens.com
— Own website (SamsClub.com)
— Sold on Amazon.com or Walmart.com?
— Other sites?
— Amazon.comα†: Sold on "Metamucil" store. In Transparency Program?
— Walmart.com: Sold by “Walmart.com”
— Other sites: CVS.com, Kroger.com, Meijer.com, Target.com, Walgreens.com
— Own website
— Does not sell on Amazon.com, eBay.com, or other third-party sites.
— Customer-owned websites of healthcare practitioners.
— 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
— Own website
— Amazon.com: Sold by "NATURELO" and on "Naturelo" store. Not in Transparency Program.#
— Walmart.com: Sold by "NATURELO"
— Other sites: iHerb.com*, more**
— Own website
— Amazon.comα†: Sold on "Nature Made" store. In Transparency Program?
— Walmart.com: Sold by "Nature Made”
— Other sites**
NatureMD
— Own website (naturemd.com)#
— Does not sell on Amazon.com, Walmart.com or other sites.
— Sold on Amazon.com?
— Walmart.com: Sold by "Nature's Bounty”
— Other sites: iHerb.com*, more**
Nature’s Way — Own website
— Sold on Amazon.com or Walmart.com?
— Other sites?
— Own website
— Amazon.comα†: Sold on “New Chapter” store. In Transparency Program?
— Walmart.com: Sold by “Walmart.com”
— Other sites: iHerb.com*, Fullscript.com, Swansonvitamins.com, Vitaminshoppe.com
— Own website
— Sold on Amazon.com or Walmart.com?
— Other sites?
— List of non-authorized e-tailers is on company website.
NOW — Own website
— Amazon.comα†: Sold by "NOW," "NOW Foods," and on "NOW" store. Not in Transparency Program.#
— Other sites: iHerb.com*, Fullscript.com, more**
— Own website
— Sold on Amazon.com or Walmart.com?
— Other sites?
Olly — Own website
— Sold on Amazon.com or Walmart.com?
— Other sites?
OmegaBrite — Own website (OmegaBrite.com and OmegaBriteWellness.com)#
— Does not sell on Amazon.com or Walmart.com.
OmegaVia — Own website
— Amazon.com: Sold by “Innovix Pharma, Inc.” on “OmegaVia” store. In Transparency Program with OmegaVia Kids Omega-3 Chewies.#
— Does not sell on Walmart.com.
— Other sites: iHerb.com*
One A Day — Own website
— Amazon.comα†: Sold on “One A Day” store. In Transparency Program?
— Sold on Walmart.com?
— Other sites?
Prevagen
— Own website
— Amazon.com: Sold on "Prevagen Official Store" store. In Transparency Program?
— Sold on Walmart.com?
— Other sites?
Pure Encapsulations — Own website (PureForYou.com)
— Amazon.com: Sold by “Pattern.” and on “Pure Encapsulations” store. In Transparency Program?
— Sold on Walmart.com?
— Other sites: Fullscript.com, Swansonvitamins.com
Puritan’s Pride — Own website (Puritan.com)
— Amazon.comα: In Transparency Program?
— Sold on Walmart.com?
— Other sites?
Quest — Own website
— Sold on Amazon.com or Walmart.com?
— Other sites?
— Own website
— Amazon.comα†: Sold on "Qunol" store. Sold by others? In Transparency Program?
— Sold on Walmart.com?
— Other sites: iHerb.com*, more**
— Own website
— Amazon.com: Sold by "Healthway Shop" and on “Solaray” store. In Transparency Program?
— Walmart.com: Sold by “Healthway Shop”
— Other sites: iHerb.com*, Sprouts.com, Vitaminshoppe.com
— Amazon.comα†: Sold on "Solgar" store. In Transparency Program?
— Sold on Walmart.com?
— Other sites: iHerb.com*, more**
— Sold on Amazon.com or Walmart.com?
— Other sites: LuckyVitamin.com
— Own website (Walmart.com)
—  Amazon.com: Sold by “Amazon.com” or “Walmart” (However, all Spring Valley products that we have checked on Amazon appear to be sold by other parties.)
— Other sites?

— Own website
— Amazon.com: Sold by "Swanson Health Products" and on "Swanson" and "Swanson Health Products" stores. Not in Transparency Program.#
— Sold on Walmart.com?
— Other sites: iHerb.com*

— Own website
— Amazon.com: Sold on "Thorne Research" store and by "Pattern." Not in Transparency Program.#
— Walmart.com: Sold by “Pattern”
— Other sites: iHerb.com*, Pureformulas.com
None. Does not sell online, either directly, on Amazon, or elsewhere.
— Amazon.com: Sold on "Twinlab" store and by "Pattern." In Transparency Program?
— Sold on Walmart.com?
— Other sites: Fullscript.com
— Own website (Target.com)
— Does not sell on Amazon.com or Walmart.com.
— Other sites?
— Own website
— Sold on Amazon.com or Walmart.com?
— Other sites?
— Own website
— Sold on Amazon.com or Walmart.com?
— Other sites?
— Own website
— Sold on Amazon.com or Walmart.com?
— Other sites?
Viva Naturals — Own website
— Sold on Amazon.com or Walmart.com?
— Other sites?
— Own website
— Does not sell on Amazon.com or Walmart.com.#
α Also "sold by" Amazon on Amazon.com
#Source: Information, including information about Transparency Program participation, 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.com or Walmart.com.
† Links to the indicated site are affiliate links and may generate a commission paid to ConsumerLab.com if you buy products from that site. Affiliate links are not used in Product Reviews on ConsumerLab.com, as CL does not otherwise derive revenue from the sale of products that it reviews.

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.

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