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  • Writer's pictureBrian Cummings

Unlocking Amazon's Restricted Categories: A Guide to Ungating Products and Getting Approved.

Updated: Oct 25, 2023

As an Amazon seller, breaking into restricted categories can feel like unlocking a treasure chest of sales opportunities. Yet this process, known as 'ungating,' often poses daunting challenges due to strict approval requirements from Amazon.

This comprehensive guide will illuminate the ins and outs of ungating products on Amazon, demystify the process, and provide valuable strategies to gain approval for selling in these lucrative sectors.

Get ready for a crucial deep-dive into maximizing your sales potential on one of the largest retail platforms worldwide!

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Key Takeaways

  • Gated categories on Amazon require approval before sellers can list and sell products.

  • The ungating process involves researching category requirements, creating a professional seller account, preparing necessary documentation, submitting an application for approval, and following up with Amazon.

  • Building a reputable seller profile by providing exceptional customer service and optimizing product listings is crucial for success in ungating categories.

  • Sellers can increase their chances of getting approved by understanding specific criteria, focusing on customer satisfaction, and utilizing advertising tools.

Understanding the Process of Ungating Products on Amazon

Gated categories on Amazon require approval from sellers, and understanding the process of ungating is essential for navigating these restrictions.

What are gated categories on Amazon?

Gated categories on Amazon refer to certain product categories where sellers need approval before they can list and sell their products. These include, but are not limited to, high-end electronics and branded beauty items.

Amazon introduced this measure as a way to ensure quality control over the products sold on its platform, thereby safeguarding customer trust in the marketplace. Gaining approval often involves submitting relevant documents such as invoices from legitimate suppliers or manufacturers' information.

This process is commonly known as 'ungating'. Sellers who successfully complete this ungating procedure gain access to profitable niches previously closed off due to these restrictions, providing potential for increased sales and business growth.

Why do certain categories require approval?

Certain categories on Amazon require approval because they involve products that have specific regulations or restrictions. This approval process helps ensure product quality, consumer protection, and compliance with legal requirements.

By requiring sellers to go through an approval process, Amazon can maintain a higher standard for the products offered in these categories. It also helps prevent the sale of counterfeit items or stolen goods, as well as reduces the risk of fraudulent activity.

Overall, the approval requirement is in place to protect both buyers and sellers and to maintain a trustworthy marketplace environment on Amazon.

How does the ungating process work?

The ungating process on Amazon involves several steps that sellers need to follow in order to gain approval for selling in restricted categories. Here is a breakdown of how the process works:

  • Sellers need to thoroughly research the specific category they wish to get ungated in and understand the requirements set by Amazon.

  • They should create a professional seller account on Amazon and ensure they meet all the general selling requirements.

  • Sellers must prepare all the necessary documentation required for ungating, such as invoices from legitimate suppliers or manufacturers.

  • Once they have gathered all the required documents, sellers can submit an application for approval through their seller account.

  • After submitting the application, it is important to closely monitor their email and seller dashboard for any updates or requests for additional information from Amazon.

  • Following up with Amazon may be necessary to provide any further documentation or clarification if requested.

By the way, do you know the top Amazon categories and subcategories yet?

How to Get Approval for Selling Restricted Categories on Amazon

To get approval for selling in restricted categories on Amazon, sellers need to research the specific requirements for each category, create a professional seller account, prepare necessary documentation, submit an application for approval, and follow up with Amazon.

Researching category requirements

To get approval for selling restricted categories on Amazon, it is essential to thoroughly research the specific requirements for each category. This involves understanding Amazon's rules and regulations for selling in these categories. Additionally, sellers should familiarize themselves with any additional guidelines or restrictions that may apply. By conducting comprehensive research, sellers can increase their chances of successfully getting ungated and expanding their product offerings on Amazon.

Creating a professional seller account

To start selling on Amazon, the first step is to create a professional seller account. This allows you to access all the necessary tools and features needed for successful selling.

When creating your account, make sure to provide accurate and up-to-date information about your business. This includes details such as your business name, address, contact information, and tax identification number.

Having a professional seller account also gives you credibility in the eyes of customers, increasing their trust in purchasing from you. Additionally, it opens up opportunities for advanced selling options like listing products in restricted categories after gaining approval.

Preparing necessary documentation

To get approval for selling restricted categories on Amazon, you will need to prepare the following necessary documentation:

  • Invoices: Provide invoices from authorized suppliers or manufacturers that show your purchase of the products you want to sell.

  • Manufacturer's Information: Submit documents that prove your connection to the manufacturer, such as a letter of authorization or distribution agreement.

  • Product Images: Include clear and high-quality images of the products you intend to sell, showcasing their packaging and labeling.

  • UPC/ISBN Numbers: If applicable, provide the Universal Product Code (UPC) or International Standard Book Number (ISBN) for each product.

  • Safety Certifications: If you are selling products in categories like health and personal care, provide any relevant safety certifications or compliance documents.

Submitting an application for approval

To get approval for selling products in restricted categories on Amazon, sellers need to submit an application for approval. Here are the steps to follow:

  1. Research category requirements: Before submitting an application, sellers should thoroughly understand the specific requirements and guidelines for selling in the restricted category they are interested in.

  2. Create a professional seller account: Sellers must have a professional seller account on Amazon to apply for category approval. This includes providing accurate business information and completing the registration process.

  3. Prepare necessary documentation: Sellers need to gather all required documents to support their application. This may include invoices from authorized suppliers, manufacturer's information, or any other documentation that verifies authenticity and quality of the products.

  4. Submit the application: Once all the necessary documents are ready, sellers can submit their application through Seller Central or by contacting Amazon's Seller Support. It is important to accurately provide all requested information and double-check everything before submission.

  5. Follow up with Amazon: After submitting the application, sellers should keep an eye on their email inbox and check their Seller Central dashboard regularly for updates from Amazon. If there are any additional questions or requests for more information, it is crucial to respond promptly.

Following up with Amazon

After submitting an application for approval to sell in restricted categories on Amazon, it is crucial to follow up with Amazon. This step ensures that your application receives the necessary attention and increases the chances of getting ungated.

By being proactive and reaching out to Amazon, you can inquire about the status of your application, address any potential issues or concerns they may have, and provide additional information if needed.

Additionally, following up shows your commitment as a seller and demonstrates professionalism. Keep in mind that patience is key throughout this process as response times from Amazon may vary.

Mastering Amazon's Ungating Categories for Increased Sales

Optimize product listings and provide exceptional customer service to increase sales in Amazon's ungating categories.

Tips and strategies for successful ungating

Amazon sellers can increase their chances of successfully ungating restricted categories by following these tips and strategies:

  1. Research the category requirements: Understand the specific criteria that Amazon looks for when approving sellers for gated categories. This may include having a certain number of sales or positive feedback ratings.

  2. Build a reputable seller profile: Focus on providing excellent customer service, maintaining high seller ratings, and delivering products on time. A strong track record will make your application more appealing to Amazon.

  3. Optimize product listings: Make sure your product listings are complete, accurate, and optimized with relevant keywords. This will improve your visibility and attract potential customers.

  4. Provide exceptional customer service: Respond promptly to customer inquiries, address any issues or complaints, and strive to exceed customer expectations. Positive feedback from satisfied customers will strengthen your case for ungating.

  5. Utilize advertising and promotional tools: Take advantage of advertising options like Sponsored Products or Lightning Deals to increase visibility and drive sales in other non-restricted categories on Amazon. Demonstrating success in these areas can help support your ungating application.

The Essential Guide to Selling in Amazon's Restricted Categories

This section will provide an overview of popular restricted categories on Amazon, along with best practices for selling in each category and maximizing profitability.

Overview of popular restricted categories

There are several popular categories on Amazon that are restricted and require ungating. These commonly restricted categories and their brief descriptions are presented in the table below:

CategoryDescriptionAutomotive and PowersportsThis category includes parts, tools, and accessories for vehicles and powersports equipment.Collectible CoinsSellers offering certified collectible coins need to be ungated to sell in this category.Fine JewelryThis category encompasses high-quality jewelry made from precious metals and gemstones.Gift CardsGift cards from various brands require careful handling, and hence, they're in a restricted category.Grocery and Gourmet FoodFood items require specific handling and storage conditions, which makes this a gated category.Major AppliancesLarge appliances like refrigerators, ovens, and washing machines fall under this category.WatchesTo sell in this category, sellers must meet the specific quality and authenticity standards set by Amazon.

Remember, each of these categories has unique requirements that sellers must meet before Amazon grants approval for sales. Therefore, it's crucial to understand these specifications and prepare accordingly.

Best practices for selling in each category

Selling in restricted categories on Amazon requires following certain best practices to maximize success. These include:

  1. Understanding category - specific guidelines and requirements

  2. Conducting thorough market research to identify profitable products

  3. Optimizing product listings with relevant keywords and high - quality images

  4. Offering competitive pricing and attractive promotions to attract customers

  5. Providing excellent customer service and promptly addressing any issues or inquiries

  6. Utilizing advertising and promotional tools offered by Amazon to increase visibility

  7. Monitoring sales performance and adjusting strategies accordingly

  8. Building a positive seller reputation through feedback and reviews from satisfied customers

Common challenges and how to overcome them

Sellers may face common challenges when trying to get ungated in Amazon's restricted categories. Here are some strategies to overcome these obstacles:

  1. Understanding category requirements: Research and familiarize yourself with the specific requirements for selling in each restricted category.

  2. Meeting product quality standards: Ensure that your products meet Amazon's standards for quality, authenticity, and safety. Provide accurate descriptions and images to showcase your product's value.

  3. Overcoming seller restrictions: If you encounter limitations on your seller account, work on resolving any issues promptly and provide clear communication with Amazon.

  4. Building credibility as a seller: Focus on building a reputable seller profile by consistently delivering excellent customer service, maintaining high seller metrics, and earning positive customer feedback.

  5. Providing necessary documentation: Gather all required documents, such as invoices or manufacturer information, to prove the legitimacy of your products and increase your chances of approval.

  6. Persistence and follow-up: Be proactive in following up with Amazon after submitting your application for approval. Keep track of any correspondence and respond promptly.

  7. Utilizing professional services: Consider seeking professional assistance from consultants who specialize in helping sellers navigate the ungating process and overcome challenges.

  8. Staying updated on policy changes: Stay informed about any changes or updates to Amazon's policies regarding restricted categories. Regularly review their guidelines to ensure compliance.

Maximizing profitability in restricted categories

Sellers can unlock greater profitability by maximizing their sales potential in Amazon's restricted categories. By effectively navigating the ungating process and gaining approval to sell in these categories, sellers can tap into new markets and expand their product offerings.

This opens up opportunities to reach a wider customer base and increase sales volume. Sellers can optimize their product listings, provide exceptional customer service, and utilize advertising tools to maximize visibility and attract more buyers.

The key is to understand the specific requirements and guidelines for each category and implement strategies that align with Amazon's rules. With careful planning, sellers can unlock the full potential of restricted categories on Amazon and boost profitability significantly.


In conclusion, unlocking Amazon's restricted categories through the ungating process can be a game-changer for sellers looking to expand their product offerings and increase sales.

By understanding the process, researching category requirements, and providing necessary documentation, sellers can successfully get approval to sell in restricted categories. Mastering Amazon's ungating categories involves building a reputable seller profile, optimizing product listings, providing exceptional customer service, and utilizing advertising tools.

With this essential guide to selling in Amazon's restricted categories, sellers can maximize their sales potential and unleash new opportunities on the platform.

Don't forget - getting good reviews are crucial to your success. If you've ever wondered about how to get Amazon reviews within TOS, check out our guide to the Amazon Vine Program for Sellers 2023.


1. What are restricted categories on Amazon?

Restricted categories on Amazon refer to product categories that require sellers to meet certain criteria or obtain approval before they can list and sell items in those categories. These restrictions are put in place by Amazon to ensure product quality, safety, and compliance with regulations.

2. How do I unlock a restricted category on Amazon?

Unlocking a restricted category on Amazon typically involves meeting specific requirements set by the platform. This may include providing documentation such as invoices or proof of authorization, demonstrating good selling performance, or completing training programs. The exact process varies depending on the category and requirements involved.

3. Can I sell products in multiple restricted categories on Amazon simultaneously?

Yes, it is possible to sell products in multiple restricted categories on Amazon simultaneously if you meet the criteria for each category and have obtained approval for each one individually. However, it's important to carefully manage your inventory and comply with any additional rules or guidelines specific to each category.

4. How long does it take to get approval for selling in a restricted category on Amazon?

The time it takes to get approval for selling in a restricted category on Amazon can vary depending on several factors including the complexity of the application process and the responsiveness of seller support teams. In some cases, approvals may be granted within a few days, while others may take weeks or even months. It's important to be patient during this process and provide all required information promptly to expedite the review process as much as possible.

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