How to Get Your Product Into CVS Health: Step-by-Step

CVS isn’t just a drugstore.

With 9,000+ stores and one of the most recognized healthcare brands in the U.S., CVS Health moves serious volume — and controls a lot of shelf space in personal care, OTC, and wellness.

But getting in isn’t easy.

CVS has strict category reviews, detailed compliance rules, and a supply chain that penalizes mistakes fast. One bad barcode or missed ship window, and your margins are gone.

This guide breaks it down step by step. Not just how to apply — but how to get ready, pitch with precision, and actually succeed once you’re in.

We’ll cover how CVS’s buyers think, how their systems work, and what makes brands stand out (or get ignored) in a crowded submission portal.

P.S. If you’d rather not spend six months learning CVS’s rules the hard way, schedule a free strategy call with our team.

We’ve built the backend systems to get brands compliant, listed, and delivering on time, without all the trial-and-error.

Now, back to the guide.

1. How CVS Health Works

Before you pitch, you need to understand the system you’re entering. CVS isn’t a free-for-all — it’s a curated retail chain with tight merchandising control and strict backend processes.

Here’s how the key pieces fit together:

Sales Channels – In-Store vs. Online

CVS sells both in physical stores and online (CVS.com), but there’s no open marketplace like Amazon or Walmart Marketplace.

To sell in stores, your product goes through a CVS category buyer, gets listed in their system, and is shipped to their distribution centers or direct to store.To sell online, you’re typically set up as a drop-ship vendor, fulfilling orders directly to customers. Even then, you’re still vetted and approved — there’s no “just list and go” model.

Category Managers & Line Reviews

Each product category (e.g., skincare, supplements, snacks) has a Category Manager who controls what gets on the shelf.

They review submissions during line review cycles, where CVS plans its next assortment reset. If you’re lucky, your submission lines up with one of these cycles.

CVS (just like Lowe’s) uses RangeMe for submissions. You’ll create a product profile with images, specs, pricing, and margin info. If a buyer is interested, they’ll request samples or more info.

No response? That usually means your category isn’t in review, or they passed for now.

Supplier Systems & Compliance

If a buyer moves forward, you’ll go through CVS’s Retail Supplier Portal for onboarding, documents, and portal access.

All orders, invoices, and shipping documents run through EDI (Electronic Data Interchange), so you’ll need an EDI system or provider in place.

Sidenote: We’ve written a complete A-Z guide on CVS EDI requirements. It’s a must-read if you’re serious.

You’ll also use Traverse, a CVS portal that tracks compliance metrics like On-Time/In-Full (OTIF) delivery, ASN accuracy, and chargebacks.

If you miss delivery windows or send a bad invoice? CVS tracks it and fines for it. They also offer tools like CVS Media Exchange (CMX) for marketing, and vendor scorecards for sales tracking.

2. Are You Even Retail-Ready?

Before you think about CVS, let’s get honest.

Is your product actually a fit? Can your operations survive retail math? Can you ship at scale without falling apart?

If any of that makes you pause, good. Now’s the time to fix it — not after you’ve burned your first PO.

Does Your Product Belong at CVS?

CVS isn’t Walmart. It’s a health-first chain. Think OTC, personal care, wellness, beauty, light snacks.

If your product isn’t health-adjacent or doesn’t solve a clear problem for CVS’s customer, it’s probably not the right channel.

A $25 luxury candle? Tough sell. A $12 sleep aid with clean ingredients? Maybe.

Also: Is your packaging built for shelf?

CVS stores are small-format. No big boxes. No items that need a full demo.

If your product needs explanation or education to sell, your packaging has to do the talking. Loudly and clearly.

Can You Survive CVS Margins?

Let’s do the math:

If your MSRP is $10, expect CVS to pay you ~$5–6.

Can you still make money after production, freight, packaging, chargebacks, and promo costs?

If not, pause here. Restructure your pricing or COGS before you pitch. Retail doesn’t adjust to your margins — you adjust to theirs.

Can You Handle the Scale?

Let’s say CVS starts you in 500 stores.

That’s not a dream — it’s a test. Can you:

• Produce 6,000+ units on time?
• Ship to multiple DCs under CVS’s routing guide?
• Label every carton exactly how they want it?

If not, you need infrastructure — either in-house or through a fulfillment partner who knows CVS’s playbook.

Because here’s the brutal truth: Even a great product will fail if the backend breaks.

3. Build a Pitch That Gets Read (Not Ignored)

Okay, let’s say you’re ready. Now comes the pitch.

The goal? 

Get a CVS category manager to actually read your submission instead of skimming and clicking “pass.”

Here’s how to make that happen.

The Sell Sheet (This Is Non-Negotiable)

One page. Branded. Sharp. And absolutely no fluff.

It should tell a buyer, at a glance:

• What the product is
• Why CVS shoppers will care
• Proof it sells (Amazon data, DTC revenue, awards, anything real)
• Pricing (MSRP, wholesale, margin)
• Case pack, UPC, certs (Organic, Non-GMO, etc.)
• Contact info, front and center

Think of it like your product’s resume — and don’t let it be boring.

Tip: Include one killer stat. For example:

“$500K in online sales in 2024. #1 in its category on Amazon.”

That line alone can buy you 10 more seconds of attention.

The Retail Deck (If They Want More)

This isn’t your investor pitch. This is:

“Here’s who we are. Here’s the full product line. Here’s how we’ll support sell-through.”

Use it if a buyer bites and wants more detail. Otherwise, don’t lead with it.

Be Ready With Samples and Proof

If they ask for samples, send them immediately. Don’t delay.

In the meantime, fill your RangeMe profile with real traction:

• Current retailers
• Annual sales
• Social proof (follower count, press, etc.)

Buyers love numbers, but only if they’re real.

Talk About Support, Not Just Product

Want to stand out? Don’t just say “we’re excited.”

Tell CVS how you’ll help them move units:

• Launch promo ($1 off for 30 days)
• CMX ads
• Display-ready trays
• Reviews already queued up on CVS.com

Buyers aren’t just picking products. They’re betting on performance. Show them you came prepared.

4. Submit Your Application (and Actually Get Noticed)

Let’s be clear: CVS doesn’t have a marketplace. You don’t just upload and start selling.

Everything flows through a formal supplier review process. And that starts with RangeMe.

How to Apply

CVS uses RangeMe as their official submission portal for new suppliers. If you want to sell in stores or on CVS.com, you’ll need to submit there.

📍 Start here: rangeme.com/cvs

You’ll create a company profile, list your product, and fill out all required fields. Don’t skip any — CVS buyers are flooded with submissions and will pass quickly if yours feels incomplete or vague.

“But what if I already have a killer pitch deck?” Doesn’t matter. You still have to go through RangeMe. That’s the gate.

What Buyers Look For on RangeMe

Here’s what you need to include, and why it matters:

Product Profile Details:

• Product Name & Category: Get this right. CVS assigns buyers by category.
• Images: High-quality product images only. Lifestyle shots help.
• Description: What is it, who is it for, and why does it stand out?
• MSRP + Wholesale Price: CVS will do margin math immediately.
• Case Pack Details: Units per case, dimensions, weight.
• UPC: Must be GS1-issued. No exceptions.
• Certifications: Organic, Non-GMO, FDA registered, etc.
• Annual Sales / Revenue: If you have it, share it. They want to know if you can scale.

Company Profile Details:

• Legal business name
• U.S. EIN and DUNS number
• Contact person
• Fulfillment capabilities (CVS DCs? Dropship? Both?)
• EDI readiness
• Insurance status
• Capacity / lead times

If it sounds like a lot, that’s because CVS wants the full picture before they engage.

Pro tip: Don’t leave sales or fulfillment sections blank. If you’re new, say you’re DTC now but ready to scale. Don’t make them guess.

What Happens After You Submit?

Usually? Silence.

CVS runs category-based line reviews a few times per year. If you submit outside that cycle, your product might just sit in the portal until the next review. No follow-up doesn’t always mean rejection, it often means “not now.”

That said, there are a few things you can do:

a) Be Ready if They Do Respond

If a buyer flags your product, they may ask for samples, pricing confirmation, or your retail pitch deck.

Don’t scramble. Have those files ready:

• Finalized sell sheet
• Clean, updated product deck
• Product liability insurance docs
• EDI setup in motion
• Retail-ready packaging in hand

b) Follow Up — Carefully

CVS publishes a buyer contact email for this reason:

📬 [email protected]

You can email (once) with your RangeMe submission ID, a short note reminding them of your product, and any major updates (sales milestone, press coverage, etc.).

Be respectful. Buyers get a lot of messages. Don’t overdo it.

c) Refresh Your Profile

RangeMe lets you edit submissions.

If you land a retail deal elsewhere, launch new packaging, or cross a sales threshold, update it.

Buyers sometimes re-check profiles before line reviews, so you want your info to reflect your latest traction.

5. Use Sales Reps Who Already Know the Buyers

If the portal feels like a black hole, don’t waste your time cold-emailing CVS buyers directly.

Instead, work with someone who already has the buyer’s ear — a retail sales rep or broker who regularly works with CVS.

These reps aren’t guessing what buyers want — they’re in the room.

They’ve built trust. They know the timing. And when they introduce your product, it feels like a warm lead, not a blind pitch.

Why Reps Work Better Than Cold Outreach

Most CVS buyers don’t reply to cold emails. Not because they’re rude, but because they’re overwhelmed.

Reps filter out the noise. A trusted broker saying “You should take a look at this one” carries more weight than any cold message could.

Also, some buyers simply don’t live on LinkedIn or check unsolicited emails. You might get seen… or ignored… or worse, seen as unprofessional if your timing’s off. A rep knows how to avoid that — because they already know the category manager’s calendar and cadence.

Bottom line: Don’t try to force your way in.Find someone who already walks through the door.

Where to Find CVS-Connected Reps

LinkedIn

Search for:

• “Retail sales rep CVS”
• “Broker – CVS, Walgreens, Rite Aid”
• “CPG sales – Drug channel specialist”

Look for people with existing CVS experience, not generalists.

Industry-specific sales firms

Firms like Acosta, Crossmark, and Advantage Solutions all rep CPG brands into drug and mass retail.

You can also find smaller, boutique reps that focus just on health, beauty, or OTC products.

Ask your network

If you know other brands selling into CVS or similar chains, ask who they used. The best reps often come via referral, not ads.

Trade shows & ECRM events

Reps attend to scout brands. You don’t have to meet the CVS buyer to make progress — you just need to meet the person who can get you there.

Ultimately, we can also assist you by connecting you with CVS sales reps that are in our network. If you want us to handle this for you, schedule a quick strategy call to get started.

How to Vet a Rep Before You Hire Them

Not every rep is created equal. Before you sign anything, ask:

• “Which CVS buyers or categories do you already work with?”
• “Have you gotten anything into CVS in the last 12 months?”
• “What’s your pitch process — how do you usually present products?”
• “Do you charge a monthly fee, or commission only?”
• “Can I talk to one of your existing clients?”

A great rep will have names, dates, and a plan.A weak one will just say, “we’ll get you exposure.”

Make sure you know the difference.

6. Timeline & Costs: No Surprises

Getting into CVS doesn’t just take a good pitch — it takes time, money, and serious prep behind the scenes.

Let’s break down what to expect so you don’t get blindsided.

Timeline: From “Yes” to First Shipment

Even if your product gets approved, it won’t hit shelves next week. Expect a timeline like this:

Phase	Typical Duration
Submission via RangeMe	Immediate (but wait for review cycle)
Buyer interest + sample request	Variable – weeks to months
Formal approval & onboarding	1–2 months
Vendor setup + item setup	2–4 weeks
EDI testing + logistics prep	2–4 weeks
First real purchase order	3–6 months after “yes”

Timing depends heavily on your category’s planogram schedule. If you get approved right after a reset, your launch might get pushed months out.

Use this time wisely — finalize packaging, set up EDI, prep inventory, test freight, train your warehouse.

When the PO drops, there’s no room for delays.

What the Costs Look Like (Real Numbers)

Let’s break down what brands typically spend to get retail-ready and launch with CVS:

Expense Item	Estimated Cost
EDI Setup & Subscription	$200 setup + $150/month ongoing
GS1 Barcodes (10 UPCs)	$750 initial + $150/year renewal
Product Liability Insurance	~$2,000/year (minimum $2M coverage)
Initial Production Run	Depends on cost/unit & order size (e.g. $20,000 for 5,000 units @ $4 COGS)
Freight to CVS DCs	~$1,200 (depends on distance & pallet weight)
Compliance Buffer (Chargebacks)	Plan ~2% of order value as a reserve
Misc. Compliance Items	Pallet labels, packaging upgrades, testing – variable

🧾 Reality check: Just getting to shelf can easily run $20K–$50K+. If you can’t float that while waiting 60–90 days to get paid, you’ll need a financing plan (more on that below).

Hidden Costs Most Brands Miss

Let’s call these out directly:

• EDI Transaction Fees: Some providers charge per document — POs, ASNs, invoices, etc. The more you sell, the higher the monthly cost.
• GS1 Membership: Required for UPCs. Don’t use resold codes — CVS wants real, GS1-issued barcodes tied to your brand.
• Quality Testing & Regulatory Docs:
  • OTC products may need FDA registration, stability tests, Drug Facts labels
  • Supplements often require GMP certification or 3rd-party testing
  • Cosmetics need proper labeling and claims compliance
• Freight & Routing Fees:
  • Missed delivery appointments = fines
  • Wrong pallet height = rejection
  • Sending too many small cartons? CVS charges $5 per case over the limit.
• Retailer Allowances:
  • Early pay discounts (e.g. 2% off if CVS pays in 15 days)
  • Unsaleables/damage allowance
  • Promotional discounts (e.g. $1 off launches funded by the brand)

All of this eats into your margin.

Think selling at $5 means you make $3?

Run it through the real cost stack — it might be closer to $1.25 after deductions, freight, and compliance.

Payment Terms & Cash Flow

Most large retailers, including CVS, pay on Net 60 or Net 90 terms. That means:

• You ship the order
• You invoice CVS
• You get paid 2–3 months later

You need to cover:

• Production
• Freight
• Warehousing
• Chargebacks
• Future inventory

before that payment hits your account.

If you don’t have that kind of runway, explore:

• PO financing (based on confirmed retailer orders)
• Inventory loans
• Net terms from your suppliers
• Factoring (advance cash on pending invoices, for a fee)

And if this is your first big order? Do the math before saying yes.

The worst scenario is getting approved, then failing to fulfill because you didn’t budget the gap.

7. You’re In — Now What?

Getting approved by CVS is just the beginning.

Now you need to actually deliver — and if you don’t execute cleanly, it can fall apart fast.

Let’s walk through what happens next — and what can go wrong if you’re not ready.

EDI: Don’t Mess This Up

By now, your EDI system should be fully live. This is how CVS communicates everything with you — and it’s non-negotiable.

You’ll receive:

• EDI 850 (Purchase Orders) — when CVS wants product
• EDI 855 (PO Acknowledgement) — optional, but some categories require it
• EDI 856 (Advance Ship Notice) — this one is critical
• EDI 810 (Invoice) — what you send after shipment

The ASN (856) needs to be 100% accurate:

• Quantities
• Store or DC destination
• Ship date and tracking
• Pallet or carton structure

If anything is wrong — or missing entirely — CVS can issue chargebacks.

Real cost:

Missing ASN = $100 charge Incomplete or inaccurate = compliance hit on your scorecard

What to do:

• Train your warehouse team to generate ASNs correctly
• Use an EDI provider that supports GS1-128/UCC labels and knows CVS’s specs
• Audit your EDI documents regularly — one small data error can snowball

Logistics: Ship Clean or Get Fined

CVS will tell you how to ship:

• Most suppliers ship to CVS DCs (regional distribution centers)
• CVS provides a routing guide: exact pallet size, labeling, appointment instructions
• You’ll often need to book delivery appointments through their portal or via email

Mess this up and you’ll pay for it.

❌ Arrive late to the appointment? $275 fine
❌ Exceed carton count limits? $5 per extra case
❌ Wrong label placement or missing paperwork? $100+

If you’re doing drop-ship for CVS.com, you’ll be expected to:

• Ship same or next day
• Upload tracking info fast
• Use approved carriers (FedEx, UPS, etc.)
• Provide packing slips with exact formatting

Bottom line:

Whether you’re shipping pallets to a DC or boxes to customers, everything has to match the spec.

Don’t “just figure it out” - get a warehouse partner or 3PL that already knows CVS’s requirements.

Retail Pricing & Sell-Through

Once your product hits shelves, you’re being watched.

CVS buyers track performance closely:

• Units per store per week
• Sell-through vs forecast
• Returns, complaints, stockouts

You likely have a 90–180 day window to prove you belong.

If the product doesn’t move? It could be dropped at the next reset.

So don’t relax — support your launch.

Tactics to drive sales:

• Run a launch promo — e.g., $1–2 off for first 4 weeks
• Buy space in the CVS circular or CMX (CVS Media Exchange)
• Promote online — “Now available at CVS!” style callouts
• Encourage reviews on CVS.com — social proof matters
• Visit stores — make sure your product is shelved, priced correctly, not stuck in the back

Also: Watch your MAP (Minimum Advertised Price)

If your product is $9.99 at CVS and $6.99 on Amazon, you’ve got a problem.

Buyers will notice — and they don’t like being undercut.

Scorecards, OTIF & Chargebacks

CVS maintains supplier scorecards that track:

• OTIF (On Time In Full) — are you shipping complete orders, on time?
• Fill Rate — how often you send 100% of what was ordered
• ASN Accuracy
• Damage Rates
• Invoice Matching

Slip below thresholds, and fines kick in — or worse, you risk being cut.

Example: OTIF fines start at 5% of PO value for low compliance

The Traverse portal shows your scorecard. Monitor it. Don’t wait for CVS to tell you something’s wrong.

And if you get hit with a chargeback?

You have 45 days to dispute it with evidence (photos, tracking logs, etc.). Don’t let that window pass.

8. FAQ: Common CVS Questions Answered

“Can I apply without a U.S. company?”

No, not directly.

CVS requires a U.S. business entity with a valid EIN (Employer Identification Number) for vendor setup.

If you're international:

• Set up a U.S. subsidiary or
• Partner with a U.S.-based distributor who can act as the importer of record

CVS needs:

• Someone to legally contract with under U.S. law
• A party they can pay in USD
• Someone accountable for product liability, taxes, and compliance

“What if I manufacture overseas?”

That’s fine — many CVS suppliers do.

But you need to handle:

• Customs clearance (you’re the importer)
• FDA or regulatory compliance (especially for OTC, supplements, or ingestibles)
• Freight timing — 60–90 days lead time is common
• Factory audits — While CVS doesn’t mandate them like Walmart, you’re expected to meet GMP, labeling, and safety standards

Don’t expect CVS to handle your import headaches — that’s on you.

Here’s where CrossBridge steps in and helps you clear the operational headaches that come with serving a big retailer like CVS. Schedule a free strategy call and let’s assess your situation together.

“How do I get UPCs for my products?”

Buy directly from GS1 US. That’s the only source CVS (and most retailers) will accept.

• You register for a Company Prefix
• Then generate GTIN/UPCs for each SKU
• Annual fees apply based on how many products you list

Do not buy UPCs from resellers. Those reused codes can get flagged — and CVS’s systems may reject them.

“What if I can’t fulfill a big order yet?”

That’s common and solvable.

Options:

• Start small: pitch a limited rollout (e.g. 200 stores or CVS.com only)
• Use a contract manufacturer to scale production
• Get financing: PO financing or inventory loans can fund your first run
• Ask for phased rollout: CVS buyers may let you split orders across months

Worst case? Be honest. If you overpromise and underdeliver, it’ll cost you far more than just one PO.

“Can I apply again if I was rejected?”

Yes. There’s no blacklist.

Just don’t reapply with the same pitch and expect different results.

Reapply when something’s changed:

• Stronger sales numbers
• New packaging
• Lower COGS
• Better fit for a seasonal reset
• A new buyer in your category

Use rejection as intel. Iterate, improve, and try again — but always bring a better version of the story.

9. Need a Partner That’s Done This Before?

Getting into CVS is one thing.

Surviving the compliance, logistics, and backend complexity is another.

At CrossBridge, we don’t just help you submit your RangeMe application or polish your sell sheet.

We run the infrastructure that keeps your product compliant, in stock, and profitable once the PO hits.

We handle:

• Application prep and introductions to trusted CVS sales reps
• EDI setup, testing, and integration (already mapped to CVS’s requirements)
• ERP systems aligned with CVS’s logistics, labeling, and compliance standards
• Inventory management, U.S. warehousing, and freight to CVS distribution centers
• U.S. company formation, EIN registration, tax documentation, and product liability insurance

Most brands don’t start from zero — we plug you into a working system that’s already running at retail scale.

If you’re serious about getting into CVS — or want to know what’s actually required — book a free strategy call.

We’ll walk you through the exact steps from pitch to first shipment.

You’ll wish you started earlier.