Amazon Elements
Comprehensive Brand Analysis
Fast Facts
Company History & Milestones
• 2014: Amazon launches “Amazon Elements” brand with baby wipes and diapers to Prime members. ([Glamour][4])
• February 22, 2017: Amazon introduces the Elements vitamins & supplements line (initial SKUs: Turmeric Root Extract, Vitamin D2, etc.) ([Industry Transparency Center][5])
• March 2017: Media commentary highlights Amazon’s transparency initiative and rapid product expansion of Elements supplements. ([Industry Transparency Center][5])
Product & Manufacturing Profile
Core Products
N/A
Manufacturing Model
According to the 2017 launch coverage, Amazon contracted a manufacturer (identified by some sources as Arizona Nutrition) to produce Elements supplements under Amazon’s label, following GMP standards. ([Industry Transparency Center][5]) Label claims: “Blended and packaged in USA in a Good Manufacturing Practices (GMP) facility from US and imported ingredients.” ([Amazon][9])
Quality Certifications
Product listing for Iron 18 mg mentions “Made in a Good Manufacturing Practices (GMP) facility in the USA” ([Amazon][9]) However, detailed public disclosures of specific third-party certifications (e.g., NSF, USP) or manufacturing facility certifications are not widely publicized in consumer-facing pages.
Third-Party Testing
Amazon states that “every batch” is tested for quality and safety and that customers can access testing via QR code in some cases. ([Nutritional Outlook][7]) Yet, full publicly accessible data (e.g., downloadable Certificates of Analysis) is limited.
Transparency
Ingredient Sourcing
The brand emphasizes transparency of ingredient origins: e.g., Amazon Elements Vitamin C listing states the supplement is “the product of the fermentation of the sugar alcohol sorbitol and corn steep liquor… thoroughly tests every batch of product for quality and safety—see detailed information about ingredient origins.” ([Amazon][8]) The tech-journal coverage noted Amazon listings included FAQs about sourcing (including “Product of China; blended and packaged in USA” disclosures) for some SKUs. ([Industry Transparency Center][5])
Published Testing
The brand highlights QR codes on bottle packaging allowing access to batch information, testing status, and source data. ([Nutritional Outlook][7]) That said, the public-facing site does not consistently provide full downloadable COAs or independent lab reports across all SKUs.
Sustainability
While Amazon Elements originated under a brand that emphasized transparency and premium positioning (even for baby products), the supplement variant’s publicly available materials do not deeply highlight sustainability practices (e.g., packaging recyclability, supply-chain environmental impact) beyond general statements of quality and origin.
Trust Score
Sources
- Amazon’s private label Elements expands for first time in years with invite-only vitamins and supplements – TechCrunch – [https://techcrunch.com/2017/03/03/amazons-private-label-elements-expands-for-first-time-in-years-with-invite-only-vitamins-and-supplements/](https://techcrunch.com/2017/03/03/amazons-private-label-elements-expands-for-first-time-in-years-with-invite-only-vitamins-and-supplements/) – Details launch date and transparency features.
- Amazon Elements: Dietary Supplements: Fear, or Follow? – Nutritional Outlook – [https://www.nutritionaloutlook.com/view/amazon-elements-dietary-supplements-fear-or-follow](https://www.nutritionaloutlook.com/view/amazon-elements-dietary-supplements-fear-or-follow) – Industry commentary on Amazon Elements transparency and sourcing.
- Amazon Elements Vitamin C 1000mg product listing – Amazon.com – [https://www.amazon.com/Amazon-Elements-Vitamin-1000mg-Tablets/dp/B07122C9VC](https://www.amazon.com/Amazon-Elements-Vitamin-1000mg-Tablets/dp/B07122C9VC) – Example of ingredient sourcing claims and batch testing reference.
Featured Ingredients
Where to Buy This Supplement
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