How to Get Ungated on Amazon in 2024?

Amazon imposes specific rules when it comes to selling in different product categories, and one of the key challenges for sellers is navigating category restrictions. These restrictions mean that sellers cannot freely list products in certain categories, as some require approval from Amazon before listing. In response to market and customer needs, Amazon frequently updates its list of gated and ungated categories.

Amazon Product Categories: Open vs. Restricted

When starting an Amazon FBA business, it’s crucial to understand the categories you can sell in. Amazon divides product categories into two main types: open and restricted.

For open categories, sellers don’t need any special approval from Amazon to list their products, making them an ideal starting point for new sellers. Once you open an Amazon account (whether an individual or professional plan), you can begin listing products in these categories immediately.

On the other hand, restricted categories require approval from Amazon before you can start selling in them. These are known as gated categories, and this guide will focus on how to navigate those.

Which Categories Are Restricted on Amazon (as of 2024)?

Certain categories on Amazon are restricted, meaning you need Amazon’s approval before listing products in them. To understand the requirements, sellers should refer to the “Restricted Products Help” pages on Amazon.

Amazon’s goal is to protect customers from counterfeit products and ensure a safe marketplace. These gated categories help maintain the platform's trust by ensuring that products meet specific standards. Sellers may need to undergo performance checks or pay additional fees to list in these categories.

Some of the restricted categories on Amazon as of 2024 include:

Automotive and Powersports
Clothing, Accessories, Shoes, and Luggage
Collectible Books
Fine Art and Jewelry
Grocery and Gourmet Foods
Major Appliances
Toys and Games (Holiday Selling Guidelines)
Watches
Music, Video, DVD, and Blu-ray
Personal Safety Products
Sexual Wellness
Health and Beauty Products

What Does It Mean to Get Ungated?

When Amazon restricts certain categories, sellers need to go through a process to prove they meet the platform’s standards before they are allowed to list products in those categories. This process is known as “getting ungated.”

For new sellers, gaining approval to sell in these gated categories means they are "ungated," allowing them to access more lucrative market segments. Sellers need to demonstrate their credibility by showing evidence of legitimate sourcing and high-quality products.

Requirements for Getting Ungated in Categories, Products & Brands

Amazon's restrictions are in place to ensure the safety and quality of products sold to customers. To get ungated, sellers typically need to show proof that they can be trusted to offer authentic, high-quality products. Amazon will review your seller history, account performance, and may ask for additional documents such as invoices or authorization letters.

Some third-party services, like AMZUngating, offer ungating assistance, helping you navigate the process for a fee. These services guide you through the approval process, increasing your chances of success.

Why Does Amazon Restrict Some Categories?

Amazon restricts certain categories for several reasons, including:

Brand Integrity: Protecting the integrity of brands and controlling the supply chain.
Safety: Ensuring that products sold are safe for consumers.
Fair Pricing: Preventing price gouging during shortages or extraordinary circumstances.
Legal Liability: Reducing the risk of legal issues for Amazon, sellers, and buyers.
Consumer Confidence: Ensuring that all products meet high-quality standards and maintain customer trust.

How to Identify Gated and Ungated Products Without a Seller Account?

You can find out whether a product is gated by checking lists of restricted categories available online, but these lists need to be regularly updated. Amazon’s public-facing website also provides a list of restricted products.

How to Get Ungated in Restricted Categories and Products?

To get ungated, follow these steps:

Sign up for a Professional Seller account on Amazon.
Search for the product you want to sell by logging into Seller Central, then go to the “Inventory” menu and select “Add a Product.”
Request approval by clicking the “Listing Limitations May Apply” link and submitting the necessary forms and documentation.
Wait for Amazon to review your application and approve your product listing.

Popular Categories to Try for Ungating

Here are some categories you can try to ungate:

Toys: These products are delicate and meant for children, requiring approval for safety reasons.
Health & Beauty: Cosmetics and health products are gated to protect customers’ health.
Grocery: Groceries are restricted due to their perishable nature and potential health risks.

How to Get Ungated for Restricted Brands

Certain brands, like Nike, Apple, and LEGO, are gated on Amazon. To get ungated for these brands, you need to provide evidence of legitimate sourcing, such as invoices from manufacturers and authorization letters. This process is similar to getting ungated for a category or product.

Tips for Increasing Your Chances of Getting Ungated

Provide complete supplier information: Include contact details for your suppliers to validate your credibility.
Avoid editable invoice formats: Use PDFs to prevent manipulation and ensure authenticity.
Ensure matching addresses: Make sure your billing and shipping addresses match to boost your chances of success.
Submit finalized invoices: Provide detailed invoices with product information and payment details.
Maintain good performance metrics: Amazon checks your seller performance, so keep a positive reputation and meet metrics like low cancel and late shipment rates.

How Long Does It Take to Get Ungated?

The ungating process can take anywhere from a couple of weeks to several months, depending on the category. Some categories, like Sexual Wellness, may have a quicker approval process, while others, like Fine Jewelry, may take longer.

Conclusion

Getting ungated on Amazon opens up opportunities to sell in more profitable categories. While the process can be challenging, it is essential for expanding your business on the platform. By following Amazon’s guidelines, keeping a clean seller record, and leveraging ungating services when needed, you can navigate these restrictions and grow your eCommerce business effectively.