Amazon Seller Everything Requires Approval: What You Need to Know

Selling on Amazon is an exciting opportunity for entrepreneurs & businesses to tap into one of the most largest online marketplaces in the world. With over 300 million active customer accounts globally, it’s no surprise that sellers are eager to set up shop on the platform. However, what many new sellers quickly discover is that not everything is as straightforward as it seems. On Amazon seller everything requires approval — from product categories to brand registrations and even specific listings.

In this blog post, we’ll dive deep into the world of Amazon seller everything requires approval: what requires approval, why Amazon enforces these restrictions, and how sellers can navigate these hurdles to successfully grow their businesses.

Why Does Amazon Seller Everything Requires Approval?

Amazon seller everything requires approval. Before getting into the specifics, it’s essential to understand why Amazon has so many approval processes in place. The main reasons are:

• Customer Safety: Certain products require verification to ensure they meet safety standards.
• Brand Protection: Amazon wants to protect both established brands & customers from counterfeit or unauthorized products.
• Marketplace Integrity: By regulating who can sell what, Amazon maintains a reliable, trusted marketplace for buyers.
• Legal Compliance: Some product categories are heavily regulated by laws and government agencies.

These approval systems help Amazon maintain a controlled and high-quality environment, which ultimately benefits both buyers and legitimate sellers.

Categories That Require Approval

Amazon segments its marketplace into various product categories, and not all of them are open for immediate selling. Some require explicit approval, often referred to as “gated categories”.

Here are a few examples of categories and subcategories that typically require approval:

• Automotive & Powersports
• Collectible Coins
• Fine Art
• Jewelry
• Watches
• Sports Collectibles
• Video, DVD, & Blu-ray
• Grocery & Gourmet Food
• Health & Personal Care
• Music & DVD (new sellers)
• Professional Services

To gain access to these, sellers need to submit an application through Amazon Seller Central, which might require documentation like invoices, product images, safety certificates, or proof of brand authorization.

Brand Registry and Brand Approval

If you’re a brand owner looking to sell your products on Amazon, you’ll likely need to go through Amazon Brand Registry. This program helps protect your registered trademarks on Amazon and provides tools for reporting infringement and enhancing your product listings with A+ Content.

To get approved for Brand Registry, you’ll need:

• An active trademark registration in the country where you plan to conduct sales.
• Ability to verify yourself as right owner or authorized agent.
• An Amazon seller or vendor account.

Once enrolled, you’ll gain more control over your listings & can proactively protect your brand from counterfeiters & unauthorized sellers.

Restricted Products Approval

In addition to gated categories, some specific products require approval regardless of the category they belong to. These are typically high-risk items or products with stringent regulatory requirements.

Examples include:

• Alcohol
• Tobacco and related products
• Dietary supplements
• Laser pointers
• Hoverboards
• Medical devices

To list these products, sellers need to submit documentation such as compliance certificates, lab test results, or business licenses.

Listing and Image Approval

Even after category or product approvals, individual product listings can trigger review processes. Amazon has strict guidelines for product titles, descriptions, images, and bullet points. Listings that don’t comply can be suppressed, removed, or flagged for additional approval.

Common reasons for listing restrictions:

• Using prohibited keywords (like “best” or “cheapest”)
• Poor quality images or watermarked images
• Inaccurate or misleading product information
• Health claims without substantiation

To avoid issues, it’s important to thoroughly read and adhere to Amazon’s Product Listing Guidelines and Image Requirements.

Why Sellers Get Denied Approval

It’s not uncommon for sellers to get denied approval in certain categories or for specific products. Common reasons include:

• Insufficient or unverifiable documentation
• Lack of invoices from authorized distributors
• Non-compliance with Amazon’s product safety or legal regulations
• Poor account health metrics
• Incomplete or incorrectly submitted applications

If denied, sellers often have the option to address the issues and reapply.

How to Apply for Approval on Amazon

If you’re ready to tackle the approval process, here’s a general outline of how to apply for product, category, or brand approval:

1. Log in to Seller Central
2. Go to Inventory > Add a Product
3. Search for the product you wish to sell
4. If approval is needed, you will see “Listing Limitations Apply” message
5. Click Request Approval
6. Follow the prompts to submit required documents and information
7. Wait for Amazon’s review (typically within a few business days)

It’s a good idea to have your invoices, licenses, product images, and any safety certificates ready ahead of time to streamline the process.

Tips for Getting Approved Faster

Getting through Amazon’s approval processes can be time-consuming, but these tips might help:

• Use Reputable Suppliers: Ensure your invoices come from well-established, traceable suppliers.
• Meet All Documentation Standards: Double-check Amazon’s specific requirements for each approval type.
• Maintain Good Account Health: A strong track record can make the approval process smoother.
• Be Transparent and Accurate: Don’t embellish claims or falsify documents.
• Seek Professional Help if Needed: Some experienced Amazon consultants specialize in ungating and approval services.

Final Thoughts

Amazon seller everything requires approval, while Amazon’s numerous approval requirements can seem daunting at first, they play an essential role in keeping the marketplace safe, fair, and trustworthy. Whether you’re applying to sell in a gated category, listing a restricted product, or protecting your brand, understanding the approval landscape is crucial for long-term success.

If you’re a new seller, don’t be discouraged by these additional steps. With preparation, attention to detail, and a commitment to following Amazon’s guidelines, you can navigate the approval processes and build a thriving business on one of the world’s most powerful e-commerce platforms.