How to Get Ungated on Amazon in 2025: Step-By-Step Guide

Some categories on Amazon are restricted and require approval, commonly referred to as "ungating," before sellers can list products in them. This process is necessary to ensure that only qualified sellers can offer products in certain gated categories.

Ungating opens up significant opportunities, as many of the most profitable categories and brands are gated for new sellers. By gaining approval, you can expand your Amazon FBA business and access these lucrative markets.

🤠 Quick Tip: How to Get Ungated on Amazon?

"Submit an application in Seller Central for the desired category or brand, providing invoices from authorized suppliers, quality certifications, or brand authorization letters."

What Does Ungated Mean on Amazon? 🤔

Ungating on Amazon refers to obtaining Amazon's approval to sell in restricted categories, sub-categories, or to list restricted brands. Without this approval, sellers cannot list products in certain areas of the marketplace.

Why Are Some Categories Restricted?

Amazon restricts certain categories and brands for a variety of reasons, including:

Maintaining Product Quality: Ensures customers trust the marketplace by reducing counterfeit products, especially in categories like electronics and clothing.
Product Safety: Some items, such as food, health products, and children’s items, require higher safety standards.
Legal Compliance: Restrictions help Amazon meet regulatory requirements in different countries, often requiring licenses or certifications.
Brand Protection: Major brands like Lego, Nike, and Disney are gated to safeguard their brand reputation and control their supply chain.

Why Should You Get Ungated on Amazon?

Selling in restricted categories offers numerous benefits:

Lower Competition: Fewer sellers can list products in gated categories, providing greater opportunities.
Access to Profitable Niches: Restricted categories often have higher profit margins.
Expand Product Range: Gaining approval allows you to diversify your inventory and reach more customers.
Experienced Seller Pool: Gated categories attract more professional sellers, reducing price wars with inexperienced competitors.

Pro Tip: Amazon continues to add more regulations over time. By getting ungated now, you can avoid future challenges as restrictions increase.

Benefits of Getting Ungated 🚀

Less Competition: Easier to find profitable deals with fewer competitors.
Inventory Diversification: Expanding your product range boosts sales potential.
Enhanced Credibility: Selling in restricted categories can elevate your reputation.
Higher ROI: Sellers in gated categories often see improved profit margins.

Amazon Restricted Categories That Require Approval 🔐

Here are examples of categories that may require ungating:

Alcohol
Automotive and Powersports
Cosmetics & Skin/Hair Care
Dietary Supplements
Electronics
Food & Beverage
Jewelry & Precious Gems
Medical Devices
Tobacco & Tobacco-Related Products
Pesticides and Pesticide Devices

Amazon tends to apply stricter rules to categories with higher risks of counterfeit products or safety concerns. Restrictions can vary depending on the age of your seller account and Amazon’s policies over time.

Starting with Non-Restricted Categories

For new sellers, it’s often easier to begin with non-restricted categories. Building a strong sales history can help make the ungating process smoother in the future.

📝 Want a list of unrestricted categories? Check out this guide: Amazon Gated Categories & Restricted Products ◥

By understanding the importance of ungating and the advantages it provides, you can strategically expand your Amazon FBA business.

Amazon Category Approval Requirements

To increase your chances of approval for restricted Amazon categories, it’s essential to meet certain baseline requirements. Here's what you need to prepare before starting your ungating process:

1. A Professional Amazon Seller Account

Only sellers with a Professional seller account can apply for ungating restricted categories and brands. This plan costs $39.99 per month and provides benefits such as lower selling fees.

To sign up, you’ll need:

Bank account and routing number
Internationally chargeable credit card
Government-issued ID
Tax information
Phone number

2. Local Returns Address and Language Support

Provide a local returns address in the country you’re selling in (Amazon offers this for FBA sellers).
Offer customer service in the local language (Google Translate can be your friend 😊).

3. Good Seller Metrics

Maintain healthy account metrics. Check your Account Health in Seller Central and ensure:

Late Shipment Rate (LSR): < 4% ✅
Pre-Fulfillment Cancel Rate (PFCR): < 2.5% ✅
Order Defect Rate (ODR): < 1% ✅

How to Get Ungated on Amazon for Restricted Categories

Follow these steps to check for approval requirements and complete the ungating process:

Sign up for a Professional Seller Account: $39.99/month.
Navigate to the Inventory tab: In Seller Central, click on ‘Inventory’ > ‘Add a Product’.
Search for your product: Enter the ASIN, UPC, part number, or name of the product you want to sell.
Check for restrictions: If restrictions apply, a notice will appear saying ‘Listing Limitations Apply’.
Apply to sell: Click ‘Apply to Sell’ to begin the process. Some applications are auto-approved based on account age and existing ungated categories.
Purchase from an authorized wholesaler: If not auto-approved, buy the required quantity (usually 10 units) from a legitimate wholesaler.
Submit invoices: Upload scanned invoices and any additional requested documentation.

Invoice Requirements for Amazon Approval 🤓

Submitting correct invoices is crucial for approval. Ensure your invoices meet these criteria:

Match account details: Invoice name and address must match your seller account’s registered name and address.
Recent invoices: Must be dated within the last 90 days.
Original documents: Do not use edited or altered invoices.
Authorized sources: Use invoices from verified distributors or manufacturers (not retail receipts).
Supplier details: Include the distributor’s name, address, and phone number. Amazon may verify this information.
Detailed product information: Include quantities, prices, UPCs, or Manufacturer Part Numbers.
Invoice format: Ensure it’s clearly marked as an invoice (not a quote or pro forma).

Additional Tips

Use Authorized Wholesalers: Stick to reputable wholesalers in your country. Avoid clearance or liquidation suppliers for ungating purposes.
Request Ungating Invoices: Some distributors now offer invoices formatted to meet Amazon’s ungating criteria—don’t hesitate to ask if this is available.

📝 Helpful Resource: Finding Wholesale Suppliers and Distributors for Amazon FBA.

Pro Tip: Review your application carefully to ensure all required information is included. A well-prepared application increases the likelihood of a faster and successful approval, avoiding delays caused by missing documentation. 💡

Can I Use Retail Invoices for Ungating on Amazon?

Using retail invoices, including those from Amazon, is generally not recommended for ungating purposes. Retail invoices typically don’t establish that the brand owner has authorized you to sell their products, which is a key requirement for approval.

Moreover, retail receipts often lack the detailed information Amazon requires, such as supplier details, product specifics, and invoice formatting.

Challenges for Retail Arbitrage Sellers

Retail arbitrage (RA) sellers face additional difficulties when attempting to ungate restricted categories. The sourcing nature of RA often makes it harder to obtain the official invoices Amazon typically demands.

While some sellers have succeeded using retail invoices in the past, this is becoming increasingly rare as Amazon tightens its policies. Attempting to use retail invoices might waste time and delay your ungating process.

💡 Tips for Successful Retail Arbitrage Ungating

Start with Less Restricted Categories: Focus on categories with fewer barriers to entry and work toward more restricted ones.
Build Selling History: Establish strong account metrics and a good selling history in ungated categories. This can lead to auto-ungating in other categories over time.
Buy from Authorized Distributors: Even as a retail arbitrage seller, consider opening wholesale accounts to obtain the necessary invoices for ungating stricter categories.

Additional Documents You Might Need

For certain categories or brands, Amazon may request extra documentation, such as:

Business license or professional certification
Business tax information
Product safety or compliance certifications
Brand authorization letters
Product images and detailed descriptions
UPC codes or GTINs

Costs and Timeframe for Ungating

How Much Does It Cost? 💰

Standard Categories: Free, apart from the cost of purchasing the required products.
Special Categories: Some categories like Fine Jewelry or Watches may require non-refundable application fees of up to $5,000.
Certificates & Licenses: Additional costs may apply for specific certifications.
Ungating Services: Professional services can cost around $1,000, but avoid those offering fake invoices to prevent account suspension.

How Long Does It Take? ⌚

The timeframe for ungating depends on:

Category complexity
Time of year (Q4 is typically slower)
Application thoroughness
Seller account status and age
Previously ungated categories

For most standard categories, approval can take a few days to a few weeks. More restricted categories, like Luxury Beauty, may take several months. Some, like Apparel, may allow for instant auto-ungating depending on your seller account.

What If Your Application Fails? 😫

If your application is denied:

Review the feedback provided by Amazon and correct any issues.
Resubmit your application with the requested documents or missing details.
Be patient—some sellers have successfully been approved after submitting the same application multiple times.

Note: Don’t submit a new application for the same category until you’ve received a response to the previous one.

Strategies for Specific Categories or Brands

Selling Nike on Amazon 👟

Nike is a highly sought-after brand on Amazon, but selling it requires ungating.

Requirements:

Professional Seller Plan
Strong account metrics

You’ll need one of the following:

An authorization letter from Nike permitting you to sell their products.
A detailed purchase invoice for Nike products from an authorized distributor or manufacturer.

Pro Tip: Obtaining a permission letter from Nike can be challenging unless you’re a well-established business, as Nike typically avoids supplying Amazon or eBay sellers.

If you can’t secure a letter, purchase at least 10 units from an authorized distributor and submit a detailed invoice for approval.

Reported Success: Some sellers have used invoices from Foot Locker or Academy Sports & Outdoors to get ungated for Nike, though this hasn’t been universally verified.

By following these strategies, you can navigate the ungating process more effectively and increase your chances of success.

How to Get Approved to Sell Toys on Amazon 🧸

The Toys category on Amazon is not gated for new sellers, making it an excellent starting point. However, some popular sub-categories and brands—such as Lego, Nintendo, Disney, Pokemon, and Nerf—require approval to sell.

Steps to Get Ungated in Toys

To sell in restricted toy sub-categories or brands, you’ll need one of the following:

An invoice for 10 units from an authorized distributor.
A permission letter from the brand owner.

Additionally, Amazon may request the following documents for compliance:

Test Reports: From a CPSC-accepted lab showing compliance with all relevant regulations and standards.
Children’s Product Certificate (CPC): Certifying compliance with federal regulations.
Tracking Label Evidence: Either a test report or product images demonstrating compliance with CPSA Section 14(a)(5).

Holiday Season Requirements for Toy Sellers 🎅

During Q4, Amazon enforces stricter requirements for toy sellers, particularly those using Merchant Fulfilled methods. To maximize profits during the busy holiday season, ensure you meet these metrics before Q4 begins:

Order Defect Rate (ODR): Below 1%.
Pre-Fulfillment Cancel Rate: Below 1.75%.
Late Shipment Rate: Below 4%.
Shipping History: Ship a certain volume of products across all categories before Q4.

Why Q4 Matters: Toy sales typically skyrocket in the months leading up to Christmas, with some sellers making over 70% of their annual revenue during this period.

How to Get Approved to Sell Grocery on Amazon 🥗

The main Grocery category is open to all sellers, but many sub-categories are restricted due to food safety and handling concerns.

Basic Seller Performance Requirements

Before applying for ungating in Grocery, ensure your seller metrics meet Amazon’s minimum standards:

Order Defect Rate (ODR): Below 1%.
Pre-Fulfillment Cancel Rate: Below 2.5%.
Late Shipment Rate: Below 4%.

Amazon’s Grocery Category Rules

To sell in Grocery & Gourmet Foods, you must comply with the following requirements:

Food Preparation and Packaging: Products must be properly prepared, packaged, sealed, and labeled.
Licensing: Obtain the necessary licenses or approvals from relevant government agencies.
Compliance with Laws: Ensure adherence to all federal, state, and Amazon-specific regulations.
Condition: Only sell new products; used items are not allowed.
Expiration Dates:
- Clearly mark expiration dates on every unit unless exempt.
- Ensure enough shelf life remains when shipping.
- Do not alter or remove expiration dates.
Packaging: Use secure packaging to prevent contamination, spoilage, or damage during shipping.
UPC Codes: Products must be listed using the manufacturer’s UPC code.

Additional Requirements for Specialty Foods

Amazon enforces further rules for:

Refrigerated or frozen items.
Temperature-controlled food.
Raw agricultural products.

You may also need to register food facilities with the FDA.

Recommendations for New Sellers

Due to the stringent requirements, we advise new sellers to avoid the Grocery category, especially if launching private label products. The complexity of regulations and compliance can make this category difficult for beginners.

Instead, start with less regulated categories, build your seller history, and revisit Grocery once you have more experience managing Amazon’s requirements.

How to Get Approved to Sell Beauty Products on Amazon 💄

The Beauty category on Amazon is open to all sellers at the top level, making it a great option for beginners. However, many sub-categories and brands within Beauty require approval due to the high prevalence of counterfeit products in the past. Amazon has implemented stricter guidelines to ensure the integrity and quality of products in this category.

Sub-Categories Requiring Approval

One key sub-category needing ungating is Cosmetics, Skin, and Hair Care. This expansive sub-category includes products like:

Skin creams
Perfumes
Lipsticks
Nail polishes
Temporary tattoos
Eye and facial makeup
Shampoos
Hair colors
Toothpastes
Deodorants

Gaining access to this category early can significantly expand your product offerings.

Steps to Get Ungated in Beauty

To sell in restricted sub-categories or for specific brands, follow these steps:

Meet Basic Seller Performance Targets:
- Maintain low Order Defect Rate, Pre-Fulfillment Cancel Rate, and Late Shipment Rate.
Purchase from Authorized Distributors:
- Buy a minimum of 10 units from a verified distributor.
- Distributors like Price Master and Frontier Co-op are commonly used for this purpose.
Submit Required Documents:
- Invoices from authorized suppliers.
- A permission letter from the brand owner (for well-known brands like L’Oréal or Maybelline).

Compliance Requirements for Cosmetics

The Cosmetics sub-category has specific rules focused on:

Packaging and Labeling: Must comply with FDA standards.
Ingredient Regulations: Avoid using prohibited substances.
Product Safety: Ensure all items are safe for use and properly labeled with ingredient details.

Pro Tip

Finding authorized suppliers is crucial for successful ungating. Use reliable wholesalers and distributors to ensure your invoices meet Amazon's requirements.

📝 Check out our guide: Finding Wholesale Suppliers and Distributors for Amazon FBA

By following these steps and maintaining compliance, you can successfully gain access to the Beauty category, opening up opportunities for selling high-demand products.

15 Essential Tips for Getting Ungated on Amazon!

Work with Authorized Wholesalers:Always source your products from official, authorized wholesalers. Avoid cash-and-carry stores, clearance outlets, or liquidation sites.
Treat Ungating as a Standalone Process:Ungating is separate from selling in a restricted category. Focus on meeting Amazon's requirements step by step to get approved.
Don’t Use Private Label Products for Ungating:Use brand-name products from official distributors to apply. Once approved, you can sell your private label items in the ungated category.
Ensure ASIN Compatibility:Confirm that the wholesaler’s products have a matching ASIN on Amazon and are available for purchase.
Verify Correct Categorization:Make sure the products are listed exclusively in the category you’re trying to ungate. Products that overlap into non-restricted categories can lead to application rejection.
Select Practical Products:Choose items for ungating that you can use personally or resell on platforms like eBay or Amazon. Profitability isn’t the goal—unlocking restricted categories is.
Find Wholesalers with Versatility:Select a wholesaler offering products across multiple restricted categories to save on shipping costs and expand your opportunities.
Invest in Doing It Right:Avoid cutting corners. Properly completing the process increases your chances of success, and the rewards of category approval are worth the effort.
Simplify for Amazon Reps:Make your application clear, thorough, and professional. The easier it is for Amazon reps to review, the more likely you’ll get approved.
Use Recent Invoices:Ensure invoices are dated within the last 90 days. The more recent, the better.
Avoid Handwritten Invoices:All details must match your seller account exactly, including name and address.
Order Extra Products:Purchase more than the minimum required to meet Amazon’s requirements.
Check Wholesaler Approval:Before buying, confirm with Amazon that your chosen wholesaler is acceptable for ungating purposes.
Persistence is Key:Ungating can take several attempts. Don’t be discouraged; follow Amazon’s guidelines and keep refining your application.
Monitor for Auto-Ungating:Regularly check subcategories by navigating to ‘Inventory > Add a Product’ and entering an ASIN or product name. As your account matures, you may get auto-approval for additional subcategories.

Using Amazon Ungating Services

If time is limited, third-party ungating services might seem appealing. However, exercise caution:

Cost: These services often charge around $1,000 per category.
Risk of Fake Invoices: Many services use falsified documents, which can result in account suspension.

Better Approach:Opt for services or tools that guide you through the process while ensuring you use legitimate invoices from real purchases. Avoid any service that promises to do everything for you—they are likely relying on risky practices.

Final Thoughts

By following these steps, you can navigate the ungating process successfully without taking unnecessary risks. Ungating isn’t overly complex when approached correctly, and the benefits for your Amazon business are immense. Avoid shortcuts, and focus on building a strong foundation for long-term success.