New Holland & Barrett marketplace
Holland & Barrett quietly launched a marketplace in 2025 (now fully live in 2026) and is actively recruiting health and wellness sellers. This opens a new sales channel for supplement, nutrition, and wellness brands in the UK.
A branded health retailer marketplace means curated seller selection — early applicants get positioning advantages before the catalog saturates. Health and wellness brands already selling on Amazon UK should audit their top SKUs and apply now before category slots fill.
Retailer-owned marketplaces are expanding, fragmenting the UK health ecommerce space beyond Amazon. Brands that diversify early reduce Amazon fee exposure and gain leverage in negotiations.
This follows a broader trend of traditional retailers (Boots, Waitrose, Tesco) launching their own marketplaces to compete with Amazon's health and wellness dominance. Regulatory scrutiny on Amazon's marketplace practices has also encouraged alternative platforms to emerge as viable seller destinations.
Review Holland & Barrett's supplier application requirements and apply if your health and wellness products align with their category focus, while documenting the process for future evaluation of similar emerging retail marketplaces.
This creates a new distribution channel that may help sellers diversify away from Amazon/Walmart while potentially offering better margins since H&B doesn't operate with the same fee structure as dominant marketplaces.
Pull your Amazon UK health category top-10 ASINs by revenue — if margins exceed 25%, prioritize those for H&B marketplace application to diversify channel risk.
Within 30 days, register interest via Holland & Barrett's supplier portal and prepare a brand deck showing health compliance credentials, certifications, and category fit.
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Holland & Barrett marketplace open for sellers — health brands should apply now.
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Holland & Barrett marketplace open for sellers — health brands should apply now.
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