Nutrasource Blog

If your dietary supplement product makes a non-GMO claim on Amazon.com, you’ll need evidence to support it. 

Amazon now requires brands to substantiate non-GMO claims using either PCR testing or certification from a recognized third-party program. Failure to provide acceptable documentation can result in claim removal, listing suppression, or even product removal from the marketplace. 

For brands selling dietary supplements on Amazon, the challenge isn’t whether substantiation is required - it’s determining the most efficient way to meet the requirement while minimizing delay and administrative burden. 

PCR Testing vs. Certification: Which Route Is Right for You? 

Amazon recognizes both seller supplied PCR testing and third-party certification as acceptable methods for substantiating non-GMO claims. While either option can satisfy the requirement, they offer very different experiences for brands. 

PCR testing provides a point-in-time verification, but brands are still responsible for managing documentation, maintaining records, and ensuring substantiation remains current as products, suppliers, or formulations evolve. PCR testing primarily serves as a standalone piece of evidence for non-GMO status, without additional program benefits. 

Certification programs, on the other hand, provide a more comprehensive framework for claim verification. In addition to supporting substantiation requirements, certification can offer ongoing oversight, consumer-facing recognition, and broader marketing value that extends beyond Amazon compliance. Many programs also streamline enrollment and create a recognizable trust signal that strengthens product positioning and consumer confidence. 

Why Brands Are Choosing IGEN™ 

For companies looking to meet Amazon’s requirements quickly and efficiently, IGEN™ offers a streamlined path to claim substantiation. 

With a typical turnaround time of approximately 10 business days, IGEN™ helps brands obtain the documentation they need without lengthy delays. This can be particularly valuable when responding to marketplace requests or tight compliance timelines. 

Beyond compliance, the IGEN™ certification provides marketable benefits that a standalone PCR test simply cannot. 

Certified brands gain access to the IGEN™ certification logo and brand guidelines, which can be used across product packaging, websites, Amazon listings, and other marketing materials to communicate transparency and quality. 

In addition, all IGEN™ certified brands and products are featured in SGS Nutrasource’s consumer-facing Certified Products directory, which attracts 350K+ unique users annually. This provides certified companies with additional visibility and offers consumers a trusted resource for discovering verified products. 

The IGEN™ logo is also recognized across the industry by consumers and select retailers, including Whole Foods Market and as mentioned, Amazon. 

Compliance Is Just the Beginning 

Amazon’s substantiation requirements reflect a broader shift across the dietary supplement industry, where retailers, marketplaces, and consumers are increasingly demanding evidence behind product claims. 

As a result, many brands are looking beyond simply checking a compliance box. They’re seeking solutions that not only satisfy current requirements but also strengthen credibility, improve visibility, and support long-term growth across additional markets and retail channels. 

If you are interested in certifying your product with IGEN™, learn more here: https://info.nutrasource.ca/amazon-igen-certification