If you sell supplements, you can now advertise on iHerb from the Amazon Ads console you already use. Setup looks almost identical to a Sponsored Products campaign on Amazon, and judging by the click prices, few brands have tried it. One of the brands  launched at the end of July 2026 and, ten weeks in, has sold about $95,000 through iHerb ads at a 13% ACOS. This guide covers what the channel is, how it works, what that account looked like in practice, and how to start without wasting budget.

Where this came from

In January 2025 Amazon Ads announced Amazon Retail Ad Service, which lets other online retailers run ads on their own stores using Amazon’s ad technology. The ads appear on the retailer’s search, browse and product pages. The retailer decides the formats, where they show and how many, and the shopper completes the purchase in the retailer’s store. iHerb was one of the first retailers in the beta, alongside Oriental Trading Company and Weee!, with Tilly’s launching behind them. Macy’s has since integrated it, and a UK deal with Asda was announced in June 2026.

Retailers in the program can also make their ad inventory available inside the Amazon Ads console, which is what makes this easy for brands. There is no new platform, no new login and no new reporting setup. iHerb’s SVP of Global Marketing, Neil Folgate, described it at launch as a "frictionless opportunity" for brands already on Amazon Ads, citing over 1,200 shared brands already active there.

How iHerb ads work, at a glance

The shopper never leaves iHerb. They see your ad on iHerb, click it and buy from iHerb. You pay Amazon Ads for the click, and the sale belongs to iHerb’s store, which matters for how you read the numbers later.

Ten weeks on one account

One of our supplement clients started running iHerb ads at the end of July 2026. These are the results through October 13, 2026, taken from the Amazon Ads console.

Spend divided by orders comes to about $5.01 per order, sales divided by orders puts the average order value near $38, and at $0.50 a click the spend implies something close to 25,000 clicks, so the account is converting roughly one click in ten.

ACOS here is measured against the sales iHerb reports, so what it means for profit depends on the brand’s own terms with iHerb. Treat this as a picture of what the channel can do rather than a promise.

How to set it up

You will not be opted in automatically, so the campaign has to be built by you.

1. Get accepted as an iHerb vendor. Nothing can be created until you are approved, and the approval sits on iHerb’s side, so start it first.

2. Start a Sponsored Products campaign in the Amazon Ads console. Choose the option to advertise across retailers, then select iHerb as the retailer.

3. Add your products. Search by iHerb SKU number or product name in the product tile. You can also download the catalog from the ad group settings, which lists SKU, product name, GTIN and, where applicable, ASIN.

4. Choose targeting. Automatic targeting picks keywords from shopper searches related to your product information, and the search term report shows what worked. You can also target keywords manually with their own bids, and add negative keywords to block poor performers.

5. Set your bid and budget. Your bid is the most you will pay per click, and your ad runs until the daily budget is used up. Expect to adjust the bid over time: raise it if you are not getting impressions or clicks.

A sensible way to start

Start conservatively and mostly mirror what already works on Amazon. The channel is cheap enough that a cautious launch still produces data within two or three weeks.

• Begin with your top exact-match keywords from Amazon. They are your most proven terms, so they are the best first test.

• Use dynamic bids, down only. This lowers your bid when a click is less likely to convert, which protects your margin while you learn how the channel performs.

• Advertise your best sellers. Use products with proven demand on Amazon. Leave new or untested listings for a later round.

• Add automatic campaigns later, with up-and-down bidding. Once you have data, this gives the algorithm room to raise bids as well as lower them.

Most clicks in this setup come from rest-of-search placements, with top of search and product pages contributing less. So do not judge a campaign by whether your ad wins the top spot. Judge it on orders and ACOS against the threshold you set.

What to keep in mind

This is still an early, limited beta, and details may change. Sponsored Brands and video ads are not available yet, and you cannot target or see results by country. Because purchases happen on iHerb, your results also depend on things you do not fully control, such as iHerb’s pricing, its promotions and how well it keeps your products in stock. A campaign can look like it stopped working when the real cause is a stockout on the retailer’s side.

A $1 million revenue mark sometimes gets floated as the point where this is worth doing. We would treat that as a rule of thumb. Daily budgets in the account above run as low as $10 per campaign, and a brand with two or three proven best sellers can run a meaningful test for a few hundred dollars.

Check whether the sales are additional. If the same shoppers would have bought from you on Amazon anyway, iHerb is moving sales around rather than adding them. Compare your total sales across channels, not just the iHerb report, and build the comparison into your regular advertising audit so it gets looked at more than once.

Reporting is thin. The account above shows no new-to-brand data and no top-of-search impression share, so you are working with the basics: spend, clicks, orders and sales. That is enough to run the channel, but it means some of the diagnostics you rely on for Amazon campaigns are unavailable here.

How to start this week

• Apply to become an iHerb vendor if you are not one already.

• Pick two or three best sellers and pull your top exact-match keywords from Amazon.

• Build one Sponsored Products campaign under the across-retailers option, with down-only bidding and a modest daily budget.

• Set an ACOS threshold before launch and pause anything that stays above it. The account above pulled campaigns running near 40%.

• Review the search term report weekly and add negative keywords as you learn.

• Compare total sales across Amazon and iHerb after a few weeks before adding budget.

Final word

The channel is young, cheap and nearly empty of competitors, and that combination rarely lasts. Amazon’s own auction looked like this once, and it did not stay that way. If you are already an iHerb vendor, the setup takes an afternoon. Run it on two or three best sellers with down-only bidding, pause fast, and read total sales across both channels before you add budget.

If you want help getting approved, building the campaigns, or reading the first results, this is part of what our marketplace expansion team does alongside your Amazon account. Get in touch and we will look at whether your catalog is a fit before you spend anything.