Amazon Gated Categories in 2023: How FBA Sellers Can Get Approved?

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Amazon Gated Categories are exclusive product categories that require special approval for sellers to list items, otherwise known as restricted categories.

Whether you’re an existing seller or a new seller, if you want to sell within a gated category, you’ll need approval from Amazon, however, the approval process is very strict, and for some restricted categories, Amazon is currently not accepting any new approval requests.

It’s worth exploring though, as selling in a restricted category means less competition and increased profitability for the more dedicated sellers amongst you!

So, if you’re an existing or new Amazon seller eyeing up Amazon’s gated categories, this article is for you. Here, I’ll dive into the reasons behind the existence of these categories, identify which ones are currently gated, and provide a step-by-step guide on how to list products within them.

Why Do Certain Categories Require Approval To Sell?

“Amazon Restricted Categories” exist to protect customers and maintain Amazon’s reputation.

Gated categories reduce the risk of counterfeit products because sellers must fulfill certain conditions to prove their authenticity. Those products also need to meet regional and local regulations.

Products put in to restricted categories are usually:

• required to have certain qualifications or certifications
• known to have a high risk of infringement or counterfeiting
• regulated by government agencies

New sellers willing to sell in categories restricted by Amazon need to get approval by supplying the necessary information that proves the authenticity of those products. Sellers must apply for approval through their seller account.

Amazon Gated Categories Overview

There is no common set of factors determining whether a category is restricted or not.

In fact, Amazon has moved away from restricting broader categories, instead restricting sub-category niches. That’s why the number of restricted categories is smaller than the list of restricted products.

Here’s the list of Amazon’s gated categories:

Collectible Coins:

This refers to coins that are rare and specially minted for collectors. Amazon has set the following restrictions for these special edition coins:

• 100% of the coins are legally recognized government mints.
• 100% of the coins must be graded by PNG, ICTA, PCGS, or NGC/PMG, but 70% of the coins must be graded by NGC or PCGS.
• Coins listed for $1,500 or more must be graded by NGC or PCGS.
• If the seller is a dealer of precious stones, metals, or jewels under 31 C.F.R. Part 1027, the seller must have an anti-money laundering program complying with Federal Regulation 31 C.F.R. § 1027.210. Amazon will request copies of the program and the seller must provide them.
• Professionally authenticated and graded coins will be accepted only from PCGS or NGC.

To read all requirements, follow this link.

Entertainment Collectibles:

These items relate to television or films and have some special characteristics, like signed items, special editions, etc., that raise the value of the items. Here are the restrictions you must overcome:

• You must have a Professional Seller Plan.
• Your Order Defect Rate, Pre-Fulfillment Cancellation Rate, and Late Shipment Rate should be less than 1%, 2.5%, and 4%, respectively.
• You must fulfill all listing requirements.
• Customers should be able to complete all aspects of purchasing from the Amazon platform (that is, they should not be forced to go to some other platform).

Fine Art:

These are one-of-a-kind items that don’t undergo mass production. Prices for some of these items can exceed $10,000. Here are some restrictions that apply:

• You must be selling fine art for at least 3 years.
• You must already have an online presence through a proprietary or third-party platform like Artsy, 1st Dibs, etc.
• You must have membership in a recognized art organization.
• Sellers must curate their gallery selection by organizing yearly exhibitions, publishing essays, or creating exhibition catalogs.

For mass-produced art, Amazon has subcategories in Home & Kitchen.

Holiday Selling Requirements in Toys & Games:

While Toys & Games is not a gated category, some restrictions apply during the holiday season when Amazon allows only experienced sellers to sell in this category. Here are some of the restrictions:

• You need to have shipped a certain number of orders in the months preceding the holidays (typically September 1 to October 31).
• Your Pre-Fulfillment Cancellation Rate and Late Shipment Rate should not exceed 1.75% and 4%, respectively, in the months leading up to holidays (usually October).
• The short-term Order Defect Rate should not exceed 1% as of the holiday season’s first day, which is usually November 1.

Jewelry:

In this particular category, you cannot sell used items. All items must be new. You must set up the items by following Amazon’s Fine vs. Fashion jewelry guidelines. Other restrictions that apply include:

• You must have a Professional Selling Plan.
• All products you list must be authentic, and they should not exceed the price of $300,000.
• Your Order Defect Rate, Cancellation Rate, and Late Shipment Rate must not exceed 1%, 2.5%, and 4%, respectively.
• All items must meet Jewelry Quality Assurance Standards set by Amazon.

To read all restrictions and requirements for this gated category, follow this link.

Amazon Subscription Boxes:

To request approval for this gated category, you must:

• Have a Professional Plan.
• Be able to offer a curated and fully-assembled subscription box and free shipping to all 50 states, Puerto Rico, and Guam.
• Delete the products you want to sell in Amazon Subscription Boxes (if you are already selling in other Amazon categories) and relist them in Amazon Subscription Boxes with new SKUs.

Music & DVD:

Amazon requires you to provide:

• Your inventory’s primary source(s).
• An estimate of the total quantity you intend to sell.
• At least one invoice from the largest inventory source. Pro-forma invoices are not acceptable.

Postage Stamps:

Amazon is currently not accepting any approval requests for this restricted category. Generally, Amazon requires that:

• You must fulfill category requirements.
• You must fulfill Product Image Requirements.

Services:

You must request approval to sell services, and the requirements are that you:

• Pass the initial application process.
• Pass a business background check. Technicians for in-home services must also pass background checks.
• Have appropriate licenses and authorizations.
• Carry certain insurance coverage limits (follow this link for more information).

Sony PlayStation Requirements in Video Games:

Effective December 1, 2021, it’s mandatory to be an authorized Sony reseller, as Sony has independently enforced this requirement across all retail stores and partners, including Amazon.

Sports Collectibles:

New sellers are currently not allowed to sell in this category. Existing sellers must meet the following requirements:

• The defect rate must be lower than 0.75%.
• The seller must have a Professional Selling Plan.
• Barring a few trading card items like factory-sealed boxes, you must have your products graded or authenticated by third-party grading companies and authenticators.
• Products must be authentic, unique, rare, one-of-a-kind, or exclusive.
• Products must follow Amazon’s site-wide image requirements.
• Listing data must not have pornographic, nudity, obscene, or offensive items.

Streaming Media Players:

To sell in this restricted category, you must:

• Send a sample of each model.
• Ensure that the products don’t violate Amazon’s electronics policy.
• Provide information on Brand, Manufacturer, Model Number, Hardware Specs, OS (and its version), List of Applications Installed, List of Repositories From Where Applications Were Installed, etc.
• Provide a company website (if it’s your own company).

Video, DVD, & Blu-ray:

You must fulfill the following requirements as an Amazon seller to sell in this Amazon Gated Category:

• Have a Professional Seller Account or at least agree to upgrade within 30 days of approval.
• Your Order Defect Rate, Cancellation Rate, and Late Shipment Rate must not exceed 1%, 2.5%, and 4%, respectively.
• You must mention your primary inventory source(s).
• You must provide an estimate of the total units you want to sell.
• You must provide at least 3 purchase orders or invoices from the largest inventory source.

Watches:

For this Amazon gated category, you must meet the following requirements:

• Have a Professional Seller Account or at least agree to upgrade within 30 days of approval.
• Your Order Defect Rate, Cancellation Rate, and Late Shipment Rate must not exceed 1%, 2.5%, and 4%, respectively.
• Your Seller Central Account must be in good standing.
• For all watches and related products, you must use the manufacturer’s UPC for listing.
• You must be able to test for water resistance and accuracy for certified pre-owned watches.
• All certified pre-owned watches meet requirements defined by an Amazon-determined third-party watch certification organization.

How Can I Tell if a Product Requires Approval From Amazon?

For existing products:

If you want to sell in restricted product categories, login to your Seller Central Account and follow the steps below:

• From the Catalog, click on Add a Product.
• Search for the product using ASIN or GTIN.
• In the search result, locate the text ‘Show limitations,’ and click on it to reveal whether it requires approval or not.

For new products:

If the product you want to sell on Amazon is not already listed, follow the steps below:

• Login to your Seller Central Account.
• Click on Catalog and then on Add a Product.
• Use the search option to find a similar product.
• In the search result, locate the text ‘Show limitations,’ and click on it to reveal whether it requires approval or not.

How to List Products With Selling Restrictions?

You cannot simply list a product with selling restrictions. You must apply for approval. Only after Amazon goes through your application and approves your request can you sell products in the Amazon Gated Categories.

Also, for each gated category, you’ll need to request approval separately. Here are the steps to follow:

• Login to your Seller Account.
• From the Catalog menu, click on ‘Add a Product.’

• Login to your Seller Account.
• From the Catalog menu, click on ‘Add a Product.’
• On the next page, use the search bar to search for the product (or a similar product). You can use ASIN or GTIN to search for a product.
• In the search result, locate and click on ‘Show limitations,’ located next to the item shown in the search.
• You’ll see the ‘Apply to sell’ button. Click on it to start the application process.

If you don’t see the ‘Apply to sell,’ Amazon is currently not accepting approval applications. However, keep checking frequently because selling restrictions change over time.

Additionally, if the ‘Apply to sell’ button isn’t there, reaching out to Selling Partner Support (customer support) is fruitless, as they won’t be able to offer any further information on the matter.

What Information Do I Need to Supply?

Products in Amazon Gated Categories have different requirements. Since the requirements vary by product, there is no standard set of information.

To find the information you need to supply for approval, log in to your seller account and then click on Catalog ≫ Add a Product.

From there, search for the product in Amazon’s product catalog. Next to the product you see in the search result, click on Show limitations, and then on Apply to Sell. On the next page, click on Request approval.

Amazon lists all requirements on this selling application page. Go through the requirements and provide/upload everything. If you miss any information or don’t meet some requirements, Amazon will decline your request.

Pros and Cons of Getting Approved in Amazon Gated Categories

Pros:

1. Reduced Competition: Gaining access to Amazon gated categories means less competition, allowing you to carve out a niche and potentially enjoy higher profit margins.
2. Increased Profitability: With limited competition and specialized products, selling in gated categories often leads to increased profitability for dedicated sellers.
3. Brand Protection: Amazon’s approval process helps protect the integrity of brands and product categories, reducing the risk of counterfeit products and unauthorized listings.
4. Enhanced Credibility: Approval in gated categories enhances your credibility as a seller, as customers perceive you as a trusted source for specialized products.
5. Specialized Customer Base: Gated categories often attract a specific customer base that’s passionate about the products in those categories, offering the opportunity to build a loyal customer following.
6. Product Differentiation: Gated categories often involve unique and high-quality products, allowing you to stand out in a marketplace filled with generic listings.
7. Access to Exclusive Products: Some gated categories feature exclusive or limited edition items that can be highly sought after by collectors and enthusiasts.
8. Increased Product Value: Products in gated categories, such as collectible coins or fine art, can command premium prices, leading to potentially higher profits.

Cons:

1. Stringent Approval Process: The approval process for Amazon gated categories is strict, often requiring specific qualifications, certifications, or performance checks, which can be time-consuming and challenging.
2. Additional Fees: In some cases, gaining approval for gated categories may involve additional fees, such as certification costs, which can impact your overall expenses.
3. Performance Checks: Maintaining the necessary performance metrics, including low cancellation and late shipment rates, can be challenging and require consistent effort.
4. Limited Product Selection: Gated categories may restrict the types and brands of products you can sell, limiting your inventory options.
5. Ongoing Compliance: Once approved, you must continue to meet the criteria and maintain performance standards to avoid losing your eligibility to sell in gated categories.
6. Limited Growth Opportunities: Some gated categories may have a capped potential for growth, as they cater to a specialized market.
7. Market Saturation: In some cases, even gated categories can become saturated with sellers over time, diluting the benefits of reduced competition.
8. Category and Product Restrictions: It’s essential to stay updated on Amazon’s evolving category and product restrictions, as they can change over time, affecting your ability to list certain items.

By carefully considering the pros and cons of getting approved in Amazon gated categories, sellers can make informed decisions about whether pursuing approval in these specialized categories aligns with their business goals and strategies.

Amazon Gated Categories: Summary

Embarking on your journey as a lifestyle entrepreneur selling on Amazon, you might find the approval process for gated categories daunting. Rest assured, even experienced Amazon sellers can encounter similar challenges.

By putting in the extra effort to gain approval for an Amazon-restricted category, you’ll enjoy reduced competition, a highly sought-after advantage for all sellers.

Paying close attention to detail is crucial for obtaining Amazon’s approval. By diligently providing all required documents and information, you’ll expediently gain access to a gated category, unlocking significant sales potential.

Should you require additional guidance, don’t hesitate to leave a comment and ask!

Amazon Gated Categories: FAQs

What are gated categories on Amazon?

A gated category on Amazon refers to specific categories or brands for which sellers must obtain approval before listing products. Amazon introduced gated categories to address health and safety concerns, combat counterfeit or unauthorized products, and ensure brand owners’ integrity. Gated categories on Amazon protect both the platform’s reputation and its users from misleading marketing practices and prohibited product claims. Often, these categories may contain restricted brands, which are brands that are particularly protected due to concerns mentioned earlier.

What are non gated categories on Amazon?

Non-gated or ungated categories are those categories on Amazon where sellers can start selling without any prior approval. Unlike gated amazon categories, the ungated categories don’t have stringent listing limitations. This includes many categories such as baby products, beauty, clothing, personal care, jewelry, shoes, and household products, among others. However, while the category itself might be ungated, specific brands within those categories might still be gated.

How do I find gated products on Amazon?

To identify gated products on Amazon, you can start by visiting the Amazon Seller Central and navigating to the “Inventory” link. From there, when trying to add new listings, Amazon will notify you if the product or brand falls under gated amazon categories or restricted brands list. It’s also a good practice to double-check the category restrictions, especially if you’re looking into competitive categories like gourmet food health or video games category.

Are all products gated on Amazon?

No, not all products are gated on Amazon. While there are many categories and particular brands that are gated, there are also numerous ungated categories. Brand new sellers often start by listing in these ungated categories to avoid the complexities of getting approval. However, even within ungated categories, be cautious as certain brands or sub-categories might have limitations.

How much does it cost to get ungated on Amazon?

The cost to get ungated can vary. While Amazon itself might not charge a fee for many categories, sellers might incur costs in obtaining necessary documentation, like the manufacturer’s UPC code, or undergoing specific tests required for categories related to health, dietary supplements, or gourmet food health. In some cases, working with a professional who assists with category approval can also add to the expenses.

How do I know if I am ungated on Amazon?

To determine if you’re ungated in a particular category or brand on Amazon, log in to your Amazon seller account and visit the “Account Health Dashboard.” Here, you can view any category or brand restrictions related to your seller account. Additionally, the Amazon Seller App provides a convenient way to check gating status on-the-go.

Are DVDs gated on Amazon?

Yes, DVDs, much like the video games category, are often gated on Amazon. Amazon implemented this to combat counterfeit products and to ensure that brand owners and their products are represented authentically.

Does Amazon category matter?

Absolutely! Your chosen Amazon category can influence several factors: competition, visibility, and potential profits. Gated categories often have fewer sellers, providing a competitive advantage, but they might also have stricter guidelines due to health and safety concerns or the presence of many prominent brand owners. On the other hand, while ungated categories like baby products, beauty, clothing, luggage, grocery, etc., might have more sellers, they can provide a smoother start for brand new sellers or those launching private label products.

Is Toys category gated on Amazon?

As of my last update in September 2021, the Toys category is generally ungated on Amazon, especially outside the holiday season. However, certain sub-categories or specific toy brands may have restrictions. It’s also important to note that during peak holiday seasons, Amazon may implement temporary restrictions based on factors like the seller’s pre-fulfillment cancel rate or overall performance.

Always keep in mind that while Amazon’s guidelines provide a framework, they also evolve. It’s essential to regularly check Amazon Seller Central and stay updated on any changes to ensure compliance and maintain optimal marketing practices.

Is the beauty category on the Amazon gated categories list?

The beauty category belongs to the un-gated categories list. However, some subcategory products may be restricted because of the high risk they carry. You’ll need permission to sell those products, especially if you are selling products from other brands. Also, you cannot sell used products in this category.

Is the gourmet foods category one of the Amazon gated categories?

The grocery and gourmet foods category is gated at first for even the most experienced Amazon seller. You must receive permission to sell in this category. However, if your account is a few years old with a good performance history, Amazon will approve your request to sell. For accounts with a strong selling history, Amazon may auto-approve the request based on performance. If your seller metrics are not great, Amazon will require you to show some documents.

Is health & personal care a gated category on Amazon?

The Health & Personal Care category is no longer on the gated categories list, but some subcategory restrictions will apply. Also, you cannot sell used items in the Health & Personal Care category. Amazon prohibits products claiming to cure, treat, mitigate, or prevent diseases in animals or humans without FDA approval, adhering to the FTC mandate that safeguards customers from health and safety risks arising from deceptive and unfair marketing and advertising practices.

See Amazon’s Product Claims Policy for more details.

How do I know if my Amazon category is gated?

To determine if your Amazon category is gated, log in to your Amazon Seller Central account, visit the “Inventory” section, and attempt to add new listings. Amazon will notify you if the category or brand falls under Amazon gated categories or restricted brands list. You can also review category restrictions and brand gating information within your Seller Central account.

What is brand gating on Amazon?

Brand gating is when Amazon prevents you from selling certain branded products without their explicit written authorization. Amazon sellers often find it difficult to un-gate specific brands and may require direct relationships with the brands to get authorization. They may also need to pay fees for un-gating.

There can be many reasons why a brand owner may prevent third-party sellers from selling on Amazon. Some of those reasons include:

• They sell exclusively elsewhere and do not sell on Amazon.
• Their products can be easily counterfeited.
• They don’t want a decrease in their perceived value.
• Their products are easily stolen from retail stores and sold through online marketplaces.

What Amazon products are not gated?

Not all Amazon products are gated. Many product categories on Amazon are open or ungated, allowing sellers to list items without requiring special approval. Common ungated categories include baby products, beauty, clothing, personal care, jewelry, shoes, and household products, among others. However, within these categories, specific brands or subcategories may still be gated. It’s important to research the specific category or brand you intend to sell in to determine whether it is gated or ungated.

Can I submit a new approval request after my application is declined?

Amazon may decline your approval request if the documents you sent do not pass their review. You are free to submit a new approval request after going through the approval requirements again and submitting new documents.