How to Get Ungated in Grocery on Amazon? [Ultimate Guide]

Many new Amazon sellers, especially beginners, tend to focus on the most popular product categories like Home & Kitchen, Sports & Outdoors, or Toys & Games, thinking they offer the most potential. While these categories are indeed lucrative, sellers should be aware that they come with intense competition. An often overlooked yet growing category is Grocery. Selling in the Grocery category requires understanding how to get ungated in this specific area, which is what this article will explain.

What Does "Getting Ungated" Mean?

Amazon has certain restrictions for selling in specific product categories, meaning not every seller can sell in every category.

Amazon divides product categories into two main types: open and gated. Open categories don’t require special approval, whereas gated categories require Amazon’s permission before you can list items. In addition to Grocery, other gated categories include Fine Art, Collectible Books, Major Appliances, Video, DVDs, and Blu-ray, among others.

Being ungated in the Grocery category means you’ve been approved by Amazon to sell restricted grocery items. This process helps Amazon ensure that sellers are legitimate and selling quality products, which helps maintain customer trust and safety.

Why Does Amazon Restrict the Grocery Category?

Amazon places restrictions on the Grocery category for several reasons:

Customer Experience: Amazon’s priority is to provide the best shopping experience. By restricting categories like Grocery, Amazon ensures that products meet certain quality standards and are safe for customers.
Health and Safety: Some categories, like groceries, vitamins, and dietary supplements, can directly affect customer health. By limiting who can sell these items, Amazon aims to prevent harmful or unsafe products from reaching consumers.
Counterfeit Prevention: The risk of counterfeit goods is a significant concern for Amazon. Restrictions on categories like groceries help prevent the sale of fake products that could damage Amazon's reputation.

How to Get Ungated in the Grocery Category?

Getting ungated in the Grocery category means proving to Amazon that you meet the necessary criteria to sell restricted products. Here’s a step-by-step guide to help you navigate this process.

Step 1: Verify Your Account and Seller Information

To apply for ungating in Grocery, you must have a Professional Seller Account. Additionally, you need to meet specific performance metrics, including:

Order error rate: less than 1%
Cancellation rate before fulfillment: under 2.5%
Late shipping rate: under 4%

These metrics are available in the “Account Health” section of your Amazon Seller Central account. If your account does not meet these standards, you should improve your metrics before applying, as an application with poor performance data is likely to be rejected.

Step 2: Research the Product

Next, search for products in the Grocery category that are gated. Every product may have different acceptance criteria, so ensure that you meet them. If you’re unable to provide the necessary documentation or don’t meet the criteria, your application will likely be denied.

Step 3: Set Up an Online Store

While it’s not mandatory to have an eCommerce website to sell on Amazon, having one can be helpful for getting ungated in Grocery. Build a simple, professional website that mirrors the information on your Amazon account, including your logo and company details. List the products you wish to sell, following Amazon’s specific guidelines for product descriptions, titles, and images.

Step 4: Create a Wholesale Account and Order Products

If you don’t already have a wholesale account with a supplier, you’ll need to establish one. Place at least three separate wholesale orders for the gated grocery items, ensuring you purchase at least 10 units per order. This is necessary to show Amazon you’re sourcing products legitimately.

Step 5: Prepare Your Documents

Once you’ve received your products, prepare your invoices. Scan and photocopy them, ensuring the seller’s name, ASINs, and UPCs are clearly visible. Keep the original invoices intact and make sure to redact any sensitive price information. You’ll upload these documents as part of your application to Amazon.

Step 6: Submit Your Application

To begin the ungating process, go to your Seller Central account, navigate to “Inventory” and select “Add a Product.” Search for the product you want to sell, and if it’s gated, click “Apply to Sell.” You’ll be asked to upload your documentation, including invoices, during this step.

If you don’t have the time or resources to manage the ungating process yourself, consider using an Amazon ungating service offered by third-party agencies. These services can expedite the process and reduce the complexity involved.

How Long Does It Take to Get Ungated in the Grocery Category?

After submitting your application, it may take anywhere from a few days to several weeks for Amazon to respond. There is no set timeframe, so be patient as Amazon processes your request.

Final Thoughts

Getting ungated in categories like Grocery can take time, so don’t be discouraged if your application isn’t approved immediately. If it’s denied, review the requirements again to ensure everything is in order. Sometimes small details can be the reason for rejection. If Amazon hasn’t pointed out the issue, ask them politely to clarify what needs to be corrected. Keep in mind that persistence is key. With time and effort, you’ll be able to successfully get ungated and start selling in the Grocery category.