Quick Answer
Benchmarking against a specific, already-successful product — usually a competitor's Amazon listing — is one of the most common and practical ways new brands start a formulation project. Done properly, it isn't about copying: it's about using the "Supplement Facts" panel and product positioning as a starting reference point, then working with a manufacturer to build a formula that matches or improves on the target's functional profile while making its own sourcing, cost, and differentiation decisions.
Why Benchmarking Is a Normal, Practical Starting Point
Bringing a manufacturer a link to a specific, well-reviewed Amazon listing and saying "I want to make something like this" is one of the most common ways a formulation project begins — and it's a genuinely efficient starting point, not a shortcut to avoid. A successful competitor product has already validated market demand, and its public label information (ingredients, dosing, serving size) gives a manufacturer a concrete reference rather than a vague category description to work from.
What You Can Actually Learn From a Competitor's Listing
A product's public Supplement Facts panel and listing copy typically reveal:
- The full ingredient list and dosing per serving — this is legally required on the label, giving a real, specific starting formula reference.
- Serving size and format (number of gummies/capsules per serving, tablet size, etc.).
- Positioning and claims language used in the listing — what functional benefits the brand is emphasizing.
- Price point and pack size, which helps establish a target cost structure for your own version.
What you generally can't determine from a public listing: exact sourcing of specific ingredient forms, manufacturing process details, or any proprietary blend ratios hidden behind a "proprietary blend" label declaration (a common practice that legally allows a brand to disclose a blend's total weight without breaking out individual ingredient amounts).
From Benchmark to Your Own Formula: What Actually Changes
A benchmarked formula is a starting reference, not a finished brief — a competent manufacturer will typically work through several adjustments before it becomes your own producible formula:
- Ingredient sourcing decisions — the same named ingredient (e.g., "ashwagandha extract") can come from different sourcing standards, extraction methods, and standardization levels, all invisible on a competitor's label but very visible in cost and quality.
- Reverse-engineering "proprietary blend" formulas — where a competitor's label doesn't disclose individual ingredient amounts, a manufacturer typically proposes a reasonable, functional ratio based on typical dosing ranges for each ingredient, rather than attempting to guess the competitor's exact figures.
- Format and manufacturability adjustments — a formula that works as published doesn't always translate directly into your chosen format without adjustment; this is especially relevant for gummies, where active load and taste-masking (see our Gummy Engineering Guide) often require modification even when targeting the same active ingredients as a benchmark product.
- Cost-driven substitutions — see our guide on balancing potency and cost for how ingredient substitutions can hit the same functional target as a benchmark product at a different price point.
- Deliberate differentiation — many brands use the benchmarking process specifically to identify what to change: a cleaner ingredient list, a different flavor system, a lower sugar formula, or an added ingredient the competitor's product lacks.
What to Avoid: Trademark and Packaging Copying
Benchmarking a formula's functional profile is standard industry practice; copying a competitor's brand name, trademarked product name, distinctive packaging design, or marketing copy is not, and creates real legal exposure. A manufacturer should be benchmarking the Supplement Facts panel and functional category, never the brand identity — if a factory or design partner suggests directly copying packaging or brand elements, that's a signal to work with someone more careful about this distinction.
How to Brief a Manufacturer Using a Benchmark Product
A useful benchmarking brief includes:
- The specific product link or listing you're referencing.
- What you want to keep the same (core actives, format, serving size).
- What you specifically want to change (cost target, flavor, sugar content, an added or removed ingredient).
- Your target order volume and launch timeline.
From there, the manufacturer's formulation team can propose a working formula, flag where the benchmark's exact ratios aren't publicly knowable (proprietary blends), and recommend sourcing or substitution decisions based on your budget and differentiation goals.
Buyer Checklist
- Have you identified a specific benchmark product, rather than a vague category description?
- Have you noted where the benchmark uses a "proprietary blend" declaration that will need reasonable ratio estimation?
- Have you decided what you want to keep the same versus specifically differentiate?
- Have you confirmed your manufacturer is benchmarking functional formula only — not copying brand name, packaging, or marketing copy?
Frequently Asked Questions
Is it legal to formulate a product similar to a competitor's? Yes — ingredient lists and dosing disclosed on a public Supplement Facts panel are not proprietary information, and building a comparable formula is standard industry practice. What isn't permitted is copying a competitor's trademarked brand name, product name, or distinctive packaging and marketing content.
What does "proprietary blend" mean on a competitor's label, and why does it matter for benchmarking? A proprietary blend declaration allows a brand to disclose the total weight of a blend without breaking out individual ingredient amounts. When benchmarking such a product, a manufacturer typically estimates a reasonable, functional ratio based on typical dosing ranges rather than the competitor's undisclosed exact figures.
Can I just copy a competitor's exact formula? You can build a formula targeting the same active ingredients and functional profile, but exact replication usually isn't the goal — most brands use the benchmarking process specifically to identify a meaningful point of differentiation (cost, ingredient quality, flavor, or an added benefit).
What information should I send a manufacturer to benchmark a competitor product? The specific product link, what you want to keep the same versus change, your target cost and order volume, and your launch timeline.
Does benchmarking work for every product format? It works well as a starting point for any format, but gummies in particular often require additional formulation adjustment beyond the benchmark's ingredient list, due to active-load and taste-masking constraints specific to the gummy format.
Have a specific product in mind as a benchmark? Request a formula quote and share the reference — our team can tell you what's achievable and where you may want to differentiate.