How to Get Ungated in LEGO on Amazon?

On Amazon, you can find nearly any product you can think of, but selling products isn't as simple as just listing whatever you want. The platform has implemented strict measures to keep its customers safe and ensure they receive authentic, high-quality products. As part of this approach, Amazon has placed restrictions on certain categories to prevent fraud and protect its consumer base. For instance, LEGO is a restricted (or "gated") category on Amazon, meaning that sellers need Amazon's approval before listing LEGO products. Keep reading to learn how you can get ungated in LEGO!

What Does Ungating Mean?

To understand ungating, you first need to know about the rules and restrictions on Amazon. As a new seller, you don’t have automatic access to sell all types of products. You must "prove" yourself first by gaining experience and positive performance metrics. Thus, you need to familiarize yourself with which categories you're allowed to sell in.

Amazon divides its product categories into two types: open and restricted (gated). Open products don’t require any special permission to sell, but gated products require you to get approval. To sell restricted products like LEGO, you need to get ungated, which means Amazon lifts the restrictions, allowing you to sell those items. While it may seem like a hassle, the fact that fewer sellers pursue ungating means less competition, making it a great opportunity to expand your business and increase profits.

Are Toys Gated on Amazon?

Although the broader Toys & Games category is technically unrestricted, many branded toys, such as LEGO, fall under the restricted 'Toys' subcategory (read about how to get ungated in toys). You might wonder why something as straightforward as toys is gated on Amazon, but there’s a solid reason for it. Amazon places restrictions on toys to ensure that only reliable suppliers sell quality products and to maintain the timely delivery of items, thus safeguarding its reputation. Therefore, sellers must get ungated in categories like LEGO to list these products.

Toy restrictions become even more stringent during the final quarter of the year. During this period, Amazon enforces stricter guidelines on the Toys & Games category, regardless of the seller's experience or brand. These restrictions apply to Fulfillment by Merchant (FBM) sellers and those who fail to meet Amazon's holiday season guidelines, which are aimed at preventing the sale of counterfeit items.

Is Selling LEGO Profitable?

LEGO products are known to be a highly profitable category for reselling. Many LEGO sets, particularly retired ones, see a significant increase in value as demand rises for discontinued products. The potential profit from selling popular LEGO sets is immense, and this is a key reason why you should aim to get ungated in LEGO.

Moreover, toys like LEGO are especially in demand during the fourth quarter of the year, including events like Amazon Prime Day, when high traffic and sales are common. If you're gearing up for the busy holiday season, getting ungated in LEGO and other toys is a fantastic way to capitalize on increased consumer demand.

How to Get Approved to Sell LEGO on Amazon

There are two ways to get ungated in LEGO: you can either go through the process yourself or use a professional Amazon ungating service.

Self-ungating Process

If you choose to ungate by yourself, follow these steps:

Register on Amazon Seller Central: Begin by signing up as a seller on Amazon and selecting the Professional plan, which costs $39.99 per month plus referral fees. You'll also need to provide banking and contact information.
Start Selling: Begin by selling products that don’t require approval, such as books or other used items. This helps you build positive feedback and seller metrics.
Request Approval: After a few months, gather necessary documentation such as invoices from legitimate LEGO distributors showing the purchase of at least 10 of the same LEGO products. Amazon will also consider the age of your account and your seller performance when granting approval.

Alternatively, you can opt for an ungating service. Companies like offer ungating services that take the hassle out of the process. You simply provide basic account information, select your desired ungating package, and let the experts handle the rest.

How Long Does It Take to Get Ungated in LEGO?

The time it takes to get ungated in LEGO can vary, typically ranging from a few hours to a few days. During the fourth quarter, when Amazon is busiest, expect longer processing times.

The age of your account and your seller metrics can also impact the approval speed. Older accounts with strong performance will likely get ungated faster.

Conclusion

Selling LEGO on Amazon is an excellent way to boost your profits and grow your business. However, due to Amazon's stringent guidelines, getting ungated can be a challenging process. By following the necessary steps or using an ungating service, you can successfully list LEGO products and take advantage of the lucrative opportunities within the toy category. Just ensure that you comply with Amazon's rules and avoid any risks that might lead to suspension or termination of your seller account.