[Amazon Gated Categories] How to Get Approved in 2023

[Amazon Gated Categories] How to Get Approved in 2023

  • 2023 Jan 25
  • 2


Selling on Amazon is often a highly accessible entrance to entrepreneurship. Undoubtedly, the platform is one of the largest marketplaces, which offers endless possibilities for sellers. However, “gated categories” on Amazon make the journey to success a bit more complicated but not impossible. It is also a common mistake among new sellers to find a perfect product to sell, only to realize Amazon restricts the listing.

So if you wish to understand Amazon gated categories and how to get approval to sell these products, this is the guide for you.

Why Do Some Categories Require Amazon’s Approval?

Amazon offers a vast online marketplace for over 9.7 million active sellers and over 2 billion monthly shoppers worldwide. That’s why Amazon restricts specific categories based on its interest to maintain a good reputation. So verifying the sellers and listed items reduces the risk of fraudulent products selling on the site.

Moreover, Amazon values its customers’ safety, meaning all the sellers have to follow Amazon’s compliance and safety regulations. For specific products, categories, and brands, Amazon requires sellers to obtain approval before listing products for sale.

Why Do Sellers Sell Items of Amazon Gated Categories?

amazon restricted categories

Especially if you are a new Amazon seller, you might be wondering why I should go through the trouble of selling items that are restricted. It’s also true that listing items that are not obligated for Amazon’s approval requires less effort and are suitable targets for beginners.

In general, fewer sellers are willing to go that extra mile and handle all the hassle related to Amazon gated categories. However, there is an opportunity to increase your profits due to this exact reason.

Selling on Amazon has become increasingly popular and many want to jump on the bandwagon to profit from the most current trends. Therefore, specific markets are saturated, and competition among existing listings is fierce. Moreover, finding new profitable items to sell on Amazon has become more complex and harder.

Therefore, approaching possibilities that others consider too troublesome is your chance for Amazon’s success. Due to far less competition and possibly higher profit margins, suddenly, the idea of selling restricted items sounds intriguing. So all you have to do is to learn to play by Amazon’s rules.

What are Amazon Gated Categories?

Amazon gated categories are restricted to protect consumers. For this reason, Amazon sellers who wish to sell their products under any of these categories need to apply for Amazon approval first. Moreover, the application process might involve additional fees, performance checks, or other actions Amazon sees necessary. But keep in mind that the process varies depending on the item as well.

The List of Amazon Gated Categories

Amazon Gated Categories

If you sell Amazon FBA private label, you should be extra careful with the products you send to fulfillment centers. In most cases, violating the policies can become costly. For example, Amazon might dispose of hazardous materials without reimbursement for the seller.

Before you ship your items, make sure you review Amazon FBA-specific product restrictions to see which items you are listed in the Amazon gated categories.

amazon gated categories

Ungated Categories on Amazon

Fortunately, many categories are automatically open for all Amazon sellers, including new ones. These are an excellent start for most sellers and often a way to get experience.

Amazon Gated Categories 1

Products on the Amazon gated categories

In addition to Amazon gated categories, certain product listings are also restricted. It’s important to note that Amazon restricts the brands being sold on its platform. That is to reduce the risk that the item is fake or stolen from a retail store. Furthermore, the brands often want to sell their items elsewhere exclusively or don’t want their brand value to decrease.

Amazon Gated Categories 2 1

Both lists for categories and products are long, and Amazon might change them if necessary. So don’t forget to double-check the most recent regulations from Amazon Seller Central.

How to Get Approved for Amazon Gated Categories?

At this point, you are asking how to get approval for selling restricted categories. Luckily, getting the Amazon gated categories unrestricted is relatively easy.

However, not all products or seller accounts are eligible to sell. The following steps instruct you on how to check if you qualify.

Here is the process to apply for approval:

  1. Log in to Seller Central.  
  2. Select “Add A Product” in the inventory link.  
  3. Find the item you wish to sell.  
  4. Click on “Show limitations” for more information.  
  5. Click “Apply to sell” to request approval.  

What is Amazon’s Policy for Prohibited Product Claims?

As mentioned earlier about the purpose of Amazon’s gated categories, the company is very strict regarding protecting the customers and maintaining a good reputation. The Prohibited Product Claim Policy protects the customers from sellers setting false or unrealistic expectations.

Make sure you read through and understand the FTC’s guidelines because the purpose is to protect “consumers from unfair or deceptive advertising and marketing practices that raise health and safety concerns and those that cause economic injury.” As a seller, you are responsible for making sure the product statements are not misleading or deceptive.

Be careful if any of your products make any “green” marketing claims on Amazon, for example, regarding climate, environment, and sustainability. In this case, the products must also comply with the FCT’s “Green Guides”.

What Happens if You Violate Amazon Policies?

Overall, Amazon takes all policy violations very seriously. So if you break the rules, you may find yourself in a situation where your whole Amazon business is at risk.

In general, the safest way to avoid any negative repercussions is to do your research and comply with all the rules and regulations regarding Amazon gated categories. However, if Amazon finds you violating its policies, the possible consequences are:

  • Listing cancellation.
  • Limits on your listing privileges.
  • Suspension on your listing privileges.
  • Removing your listing privileges.

However, Amazon does not necessarily limit the disciplinary actions to these. Also, Amazon may permanently withhold payments or terminate the business relationship in extreme cases. So Amazon sellers should be careful because selling illegal or unsafe products may lead to legal action.

What to Do If You Get Rejected?

amazon gated categories

First of all, before you apply, double-check your product listings with the Amazon gated categories and make sure that you have all the information Amazon requires and it’s correct. So make sure you research the most recent restriction rules from Amazon Seller Central. If you get rejected despite all the precautions you took, unfortunately, Amazon does not tell you the exact reason for rejection. However, there are some actions you can take to increase your chances of getting approved.

  1. Make sure you are a professional seller. Despite the costs, it has many benefits compared to the individual selling plan.
  2. Check your performance. Bad reviews, late shipments, and product defects harm your seller metrics. As a consequence, Amazon may see you as a less trustworthy seller.
  3. Work with a domestic supplier. One way to prove your authenticity is to present invoices to Amazon. However, Amazon has been rejecting invoices from Chinese suppliers in the past. Instead, find a domestic supplier to work with.
  4. Gain experience. Sometimes new sellers get rejected, and other times approved. Generally, Amazon tends to prefer sellers who already have some experience and have proven to be trustworthy. You can start selling with ungated categories on Amazon before expanding to the restricted ones.
  5. Launch a company website. A well-maintained company website indicates that you are a trustworthy seller to Amazon and your customer.

Is Pet Supplies a Gated Category on Amazon?

Animal-related products are one of the gated categories on Amazon. So, if you’re thinking about starting an online pet supplies business, you’ll need to jump through a few hoops first.

The good news is that Amazon does allow pet supplies to be sold on its platform. However, there are a few requirements that sellers must meet in order to be approved. First, you’ll need to provide proof of your business license and insurance. You’ll also need to create an Amazon Pet Profile. Once you’ve done all that, you can start selling pet supplies on Amazon.

So, if you’re looking to get into the pet supplies business, be prepared to jump through a few hoops first. But once you’re approved, you’ll be able to sell on Amazon just like any other category.

FAQ | Amazon Gated Categories

What is an Amazon gated category?

Amazon gated categories are product categories that require special permission to list items and sell them within the marketplace. These categories are considered more expensive and require additional documentation, such as invoices, UPCs, and ASIN numbers, to prove authenticity.

Why does Amazon Gate Certain Categories?

Some Amazon products have strict quality and safety standards, so Amazon may gate specific categories to protect customers from potentially unsafe or untrustworthy products. Requiring sellers to apply for Amazon gated categories ensures that only genuine and high-quality products are listed within the marketplace.

How do you check if a product is gated or ungated?

When adding new product listings to Amazon, you can check to see if a product category is gated or ungated. To do so, search for the item category on Amazon while adding a listing and see if adding products to this category is restricted to approved sellers. If the category is gated, you’ll see a ‘Show Limitations’ button and must request approval to list and sell it.

How do I know if a brand is gated on Amazon?

To check if a brand is gated on Amazon, try adding a brand’s product to your Amazon Seller Central. Similar to checking if a product is gated or ungated, you’ll be able to see if the brand is restricted to approved sellers. If it is gated, you will need to submit additional information and request approval from Amazon before listing products from that brand.

What Are the Benefits of Amazon Brand Gating for Retailers?

Protecting your brand by adding it to the Amazon gated categories list can greatly benefit retailers. Gated brands are not only protected from counterfeiters, but they also benefit from increased visibility and better brand control. Additionally, sellers of gated products enjoy more favorable placement in search results and receive extra protection in case of a dispute.


Getting your Amazon gated categories or products approved is not the easiest road. However, if you go through the process, the outcome is often worth the effort. Facing fewer competitors and gaining higher profits is a desirable goal for any Amazon seller.

As said before, Amazon gated categories are a barrier for many sellers, and the key to your Amazon success is to focus on the opportunities others are not looking for or chances they are not willing to take. Many new Amazon sellers have found success by following the proper steps and being strategic about their product selections. So if you are feeling stuck or lost, don’t worry!

Our team at Eva can help guide you through this process with a free PPC audit. We want to see your Amazon private label business succeed and do everything we can to make that happen.

Robert Runyon is the Director of Growth at Eva, a global tech company & Amazon services provider for growing 7/8-figure eCommerce brands. Robert has a background in B2B marketing, Amazon & 3rd party logistics, and runs the day-to-day marketing operations at Eva. He manages the marketing campaigns, publishes weekly podcast episodes & attends trade shows across the world taking pictures with thousands of people.

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All Comments : 2 comment
  1. Waqass says:

    Please tell me is stuffed animals category gated or ungated At Amazon UK market?

    1. Mike Lahi says:

      Hi there!
      Since it fits into the “Animals and Animal Related” category, it’s restricted on Amazon. If you more expert help with this. don’t hesitate to get a Free Consultation!

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