How to Get Approval to Sell Brands on Amazon? A Step-by-Step Guide

How to get approval to sell brands on Amazon? Amazon is the world’s largest online marketplace, and becoming a seller on the platform can be a game-changer for your eCommerce business. However, if you want to sell branded products, especially in restricted or “gated” categories, you’ll need to go through an approval process. Amazon doesn’t just allow anyone to sell top-name brands like Nike, Apple, or Sony — and for good reason. It protects the integrity of the brand, customer trust, and the overall marketplace quality.

In this blog post, we’ll break down how to get approval to sell brands on Amazon, including why brand gating exists, what categories require approval, and how to increase your chances of getting ungated quickly and successfully.

Why Does Amazon Gate Certain Brands and Categories?

Brand and category restrictions (often called gating) are Amazon’s way of:

• Protecting consumers from counterfeit or fake products.
• Ensuring brand reputation is maintained.
• Preventing inexperienced or unauthorized sellers from creating poor buying experiences.
• Meeting specific legal and compliance standards in certain industries (e.g., health, beauty, or electronics).

So if you’re trying to sell products from a gated brand, you’ll need to demonstrate to Amazon that you’re a legitimate and trustworthy seller.

Common Gated Categories and Brands on Amazon

Some product categories and brands are gated either permanently or seasonally. Here are some examples:

Gated Categories

• Health & Personal Care
• Beauty
• Grocery & Gourmet Foods
• Automotive & Powersports
• Watches
• Fine Art
• Collectible Coins
• Jewelry

Gated Brands

• Nike
• Adidas
• LEGO
• Apple
• Sony
• Hasbro
• Disney

Note: Gating can vary depending on your seller metrics, account age, and even seasonal demand (e.g., toys during the holidays may require stricter rules).

How to Check If a Brand Is Gated

Before listing a product, you should check if the brand or product requires approval:

1. Navigate to Inventory and select “Add a Product” in your Amazon Seller Central dashboard.
2. Look up the product or ASIN you’re planning to sell.
3. If the item is restricted, a message saying “Listing limitations apply” will appear.
4. Click “Request Approval” to start the ungating process.

Step-by-Step Guide: How to Get Approval to Sell Brands on Amazon?

Here’s what the process typically looks like: how to get approval to sell brands on Amazon

Step 1: Have a Professional Seller Account

You must have a Professional Selling Plan (which costs $39.99/month) to apply for brand approval or ungating in restricted categories. Individual accounts won’t work for this.

Step 2: Choose the Right Product and Source It from an Authorized Supplier

Amazon requires invoices to prove you’re sourcing genuine products. Avoid dropshipping or purchasing from retail stores (like Walmart or Target), as Amazon typically doesn’t accept retail receipts as proof.

Instead, work with:

• Authorized distributors
• Wholesalers
• Directly from the brand/manufacturer

You’ll need:

• An invoice from the past 180 days
• Invoice must include your name, business address, & supplier’s details
• A minimum quantity (usually 10 units)

Pro tip: Make sure the product packaging matches exactly what’s listed on Amazon, including barcodes, brand name, and model number.

Step 3: Submit a Request for Approval

Once you have your invoice ready:

1. Go to your Seller Central dashboard, choose Inventory, then click on “Add a Product.
2. Search for the brand or product you want to sell
3. Click “Request Approval”
4. Submit the following:
   • Invoices from a reputable supplier or brand
   • Product photos (sometimes required)
   • Business information (license, tax ID, etc.)
   • Authorization letter (in some cases)

Amazon may ask for high-resolution photos of the product showing the manufacturer’s logo, packaging, and labeling.

Step 4: Wait for Amazon’s Decision

Amazon usually responds within 24 to 72 hours, but sometimes it can take longer depending on the brand or category. If your documentation is clean and accurate, approval can come quickly.

If denied, Amazon will usually tell you why. Review their reasoning, correct any issues, & resubmit.

Tips to Increase Your Chances of Approval

Here are some ways to speed up and smooth out the process:

• Use trusted suppliers: Companies like EE Distribution, Frontier, or ASI are known to provide Amazon-acceptable invoices.
• Don’t alter your invoice: Make sure everything matches your Seller Central business info exactly. Amazon hates inconsistencies.
• Start with easier brands/categories: Some brands are easier to get approved for than others. Start small, build your metrics, and scale up.
• Keep your seller metrics clean: A good account health score, low cancellation rate, and high feedback rating can influence Amazon’s decision positively.

What If You Can’t Get Approval?

If you’re unable to get approved for a brand, here are some alternatives:

1. Sell Generic or Private Label Products

Consider launching your own brand through Amazon’s Brand Registry program.

2. Try Arbitrage With Ungated Brands

Retail or online arbitrage is a great way to get started without brand restrictions.

3. Work with a Wholesale Account Manager

Some suppliers can help you become an authorized reseller or even provide authorization letters tailored for Amazon.

4. Use Ungating Services (Caution!)

There are third-party services that promise ungating assistance. While some are legit, others operate in gray areas. Always do your due diligence.

Final Thoughts

How to get approval to sell brands on Amazon? Getting approved to sell brands on Amazon isn’t impossible — it just requires the right paperwork, patience, and professionalism. Amazon wants to keep its marketplace safe and trusted, and by showing that you’re a serious, legitimate seller, you can unlock access to premium brands and categories.

Start by selling products in ungated categories, build your reputation, then apply strategically for approvals. Once you’re in, you’ll be able to tap into the massive demand for big-name brands and scale your Amazon business like never before.