Gated products and brands on Amazon belong to gated categories that require sellers to request permission for selling certain products and services. Amazon implemented its gated products, brands, and categories to help reduce the amount of counterfeit merchandise and fake goods being sold online. They maintain a list of products and service categories that are eligible for gating. They require sellers to apply in order to sell these products. This way, Amazon can ensure quality control over the products being sold on their site, as well as protect their buyers from potentially fraudulent or counterfeit items being sold.
The first step to getting approval for selling gated products is to complete an application. Interested sellers can find the product they want to sell in the Amazon catalog and complete the application process for each gated product or category in Seller Central. When seller requests are approved, they become eligible to sell those gated products only. It is important for sellers to note that Amazon is not always accepting applications in all categories at all times. This means there may be some planning involved in getting approved to sell in the category you want on the platform.
Approved sellers must adhere to product restrictions on what they can sell. Amazon may also subject them to periodic document requests to provide proof of product authenticity to Amazon. Sellers in gated categories must meet Amazon's performance and quality satisfaction standards to maintain their status. If sellers are unable to meet the demands for records requests or if their products consistently show a high level of dissatisfaction, they may have their selling status revoked in gated categories.
Items selling in gated products and categories will undergo product performance checks to show they are meeting Amazon's quality and customer satisfaction standards. It is important for sellers to understand that Amazon can update its requirements and qualifications for selling gated products and in gated categories at any time. There may also be additional limitations or restrictions placed on marketplace products by their ASIN number or sub-category.
Sellers can view product limitations in Seller Central. New products that require approval will show what approvals are required in the add product screen.
Quick Tip: If you're having trouble getting a product listing to complete, check the product limitations to find out if you're trying to list a gated product or category without completing the application process.
Amazon applies category gating restrictions to products to help reduce the likelihood of fraud and selling counterfeit items on the platform and make all products and services easier to track. Products sold in gated categories require ASIN numbers and other unique product identifiers that make it easier to track and resolve issues with these items.
The following are examples of gated categories and products that must be approved by Amazon before sellers can list them.
Gating restrictions can apply to brands, products, categories, sub-categories, or ASIN numbers. It is up to Amazon which product fall into gated or ungated categories. They can also apply to the following.
It can be tricky to complete the application process for selling gated products or gated categories on Amazon. There may be multiple applications that require approval before sellers are cleared to market specific products. If you're working with a brand in a wholesale relationship it's often that you'll want permission in order to sell.
For example, a seller completing an application to sell a gated product may also need to completed an application for the brand and sub-category related to that product. This means the seller will need to have all three applications approved before being cleared to sell this specific product on Amazon.
If you try to apply to sell a gated product or in a gated category that doesn't give you an option to complete an application, this means that Amazon is not currently accepting new sellers in this category.
Products and categories available for gating will have the "apply to sell" option highlighted next to them in Seller Central.