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How To Get Permission to Sell Brands on Amazon‍ in 2024 (Step By Step Process)

How To Get Permission to Sell Brands on Amazon‍ in 2024 (Step By Step Process)

Maximize Festive Season Sales With Fynd Platform

Learn from the masters and cracks the code to festive season sales success with Fynd Platform's Festive Readiness Guide

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Amazon has varied items and products listed on their website. There are many policies related to the different types of products. Especially if you are trying to sell a branded item, the police have been made stricter in that aspect. The first and foremost thing to do regarding selling branded products on Amazon is understanding the Amazon’s brand registry.

The stricter policies are implemented to protect the buyers from fraudulence and harmful products. As a result, every seller who is trying to register for a brand selling on Amazon often faces difficulty registering. But when the policies are followed, and you are maintaining a certain quality, it can work in your favour.

Understanding what is restricted on Amazon, different types of products, how to create a brand for your business-we have shared every detail. We have also shared alternative solutions where you can get the permission easily.Read on to find out all about selling branded items on Amazon.

Different types of restricted items on Amazon

Different types of restricted items on Amazon

Being stopped from selling some particular items on Amazon is a problem faced by many FBA sellers. You may think your product is useful and will make a good profit but when you try to put it up for sale your request gets denied. Now some FBA seller gets confused when the word gated is used in place not approved.

There are varied words that mean the same so don’t get confused when you see gated in place of not approved as Amazon uses both the terms interchangeably. Now if you are denied of selling certain products it is natural you want to know which items they are. Let's take a look at the different kinds of restrictions, how to get approval to sell these restricted items and the list of the items that are gated.

Different kind of Amazon restriction

Different kind of Amazon restriction

Sometimes to protect a particular brand Amazon restricts the sale of every product from that particular brand. Some examples are Nike or Hasbro are brands that are restricted from selling and if you intend to sell its product special approval from Amazon or the brand owner is required. 

Category restriction

Amazon has restricted the sale of a particular category. In the past clothing is a category which is being gated from selling by any seller. A seller had to get special approval to sell a category restricted product, and it is not that they get approved every time. Some may be denied permission to sell a categorical product. 

Subcategory restriction

In some cases, Amazon may approve of a category to be sold online, but they will restrict the sale of the subcategory within the main category of product. You will be able to sell the main category freely but won’t be able to sell the subcategory of the same product. Like for example you can sell clothes on Amazon but won’t be able to sell socks.

Brand Restrictions

Another issue that many sellers face is regarding brand restrictions. This means, there are certain brands which Amazon does not allow to be sold by any third party without proper authorization. Thus, they will be impossible to sell on the platform. Hence, if you are trying to sell such an item, then you will get restricted. In such cases, you will have to get permission from Amazon as well as the brand to sell. However, brand permission is not always essential.

ASIN Restrictions

Another common restriction posed by Amazon is on certain ASIN numbers. This is the code assigned to a product by Amazon. The seller would require approval to list these ASINs on their product list.There may be other types of restriction, but these two are the main ones that you will be able to relate more to.

Types of restricted items on Amazon

Types of restricted items on Amazon

Once you understand the types of restrictions, classifying the restricted items gets easier. To make it further simpler, we have listed the different restricted items which you cannot sell on Amazon. This means, they can be sold only by third parties authorized by the brand. 

Amazon has several policies that are restrictions associated with certain products. You may find them listed on the platform, but that is usually possible after qualifying a list of stringent quality checks. Some items mentioned below cannot be listed at all.

  • Alcohol
  • Animals & Animal-Related Products
  • Automotive and Power sports
  • Cosmetics & Skin/Hair Care
  • CPAP Cleaning and Disinfecting Devices
  • Export Controls
  • Gambling & Lottery
  • Hazardous and Dangerous Items
  • Human Parts & Burial Artefacts
  • Jewellery & Precious Gems
  • Laser products
  • Lock Picking & Theft Devices
  • Offensive and Controversial Materials
  • Recalled Products
  • Surveillance Equipment
  • Tobacco & Tobacco-Related Products
  • Warranties, Service Plans, Contracts, and Guarantees
  • Upholstered Furniture, Bedding, & Other Quilted Products

Brand Restrictions on Amazon

There are restrictions on specific brands as well such as Adidas, Nike, Gucci, etc. that Amazon sellers are restricted to sell. Only those who have authorization to sell these products from the brand get approved. Hence, if you are trying to sell such branded products, the authorization is the first step.

Product Condition Restrictions

Amazon also has restrictions regarding the condition of the product in certain categories. Your product is not fulfilling the quality requirement; it cannot get listed. We have shared the various category of products where such restrictions apply:

  • Baby Products
  • Beauty, Clothing, Accessories & Luggage
  • Grocery & Gourmet Food
  • Health & Personal Care
  • Jewellery Shoes, Handbags & Sunglasses
  • Watches

In all these categories, refurbishes, used, second-hand, unsealed packaging are few cases which are not allowed. Your products must be in top-notch condition, original and brand-new to get permission to sell in these categories.

Ways to get approval to sell gated product on Amazon   

Ways to get approval to sell gated product on Amazon

Firstly, you need to understand what “gated products” are on Amazon. Gated products are items which require Amazon’s approval to get listed. Most branded items come under this category as well as restricted items. There are stringent quality regulations and policies that must be fulfilled in order to get approved. We have shared some tips to help you qualify these regulatory measures and make the most of Amazon for your business.

1. Building a good image 

Building your image as a seller is important to get approved for selling restricted products. Amazon checks your history and judges your credibility by looking through your past performance. Also, if you are new in the business, it will take you some time to build a positive image. Amazon may not allow you to sell restricted products right from the first day of your business. So, you need to be patient and give extra attention to creating a good image in your initial days to gain trust as an FBA seller.

2. Product authenticity 

Amazon Prime motto is to provide quality services to their customers. To gain goodwill as a seller, it is essential to sell genuine products to your customer. If a seller plans on selling fake items to earn some extra buck would never succeed in this business. Amazon checks on the product authenticity and customer feedback. So, it is best to show proof that the licensed dealer supplying you with the product shows some proof it is authentic.

3. Try applying for brand items

Getting approval for brand items is much easier. A seller gets a quicker approval response for well-known brand items. Although you are not interested in selling any brand items, the application will get you the advantage of securing Amazon’s consent. 

4. Buy your product from a local dealer or manufacturer

If you want approval to sell ungated products, make sure you buy the product from a local dealer or supplier. It is best to buy the ungated product directly from the manufacturer as Amazon rarely accepts any invoice from overseas dealers. As they want to certify the product's genuineness and safety.

5. Explore a little about your product 

 It is important to do some research on the product you plan on selling. If you want to sell a restricted product online, make sure you read all the terms and conditions thoroughly. If you are found to be violating any of the policies, Amazon can take some steps against you. Like limited listing privileges, Cancellation of listing, Removal of listing privilege, cancelling listing privilege etc.

List of some gated items on Amazon   

List of some gated items on Amazon

To ensure you can smoothly get approval for your products, you must first recognize whether you are trying to sell a gated or ungated item. We have listed the different gated items as per Amazon so that you can select your category of product accordingly:

  • Collectible Coins
  • Personal Safety and Household products
  • Entertainment Collectibles
  • Fine Art
  • Holiday Selling Requirements in Toys & Games
  • Jewellery
  • Join Amazon Handmade
  • Join Amazon Subscription Boxes
  • Made in Italy
  • Music & DVD
  • Automotive & Power sports
  • Services
  • Sports Collectibles
  • Streaming Media Players
  • Video, DVD, & Blu-ray
  • Watches

All these items are classified as “Gated” because they require very specific expertise and specifications. Thus, the chances of fraud or fraud are high. To keep up the standards of the brand and protect customers, these items are “gated”. A seller must get approval for their products after a thorough quality check is conducted. 

Checklist to getting started with selling brands on Amazon

Checklist to getting started with selling brands on Amazon

The first thing to do is understand how the brand selling on Amazon works. You must get approval to sell on Amazon, especially for restricted items. Often very minor things are all you need to get the approval.

Here is a list of things and factors to consider in order to quickly get approved for selling different brands on Amazon.

1. Being a professional seller

It is essential to have all the documents, licence and certificates that define a professional seller to get approved for Amazon. Moreover, you need to become a professional seller on Amazon as well. The professional seller on Amazon needs to pay a certain monthly fee to keep enjoying the perks. There are several advantages to having a professional account. The premium advantages are the main reasons why opting for the upgrade is considered worthwhile.

2. Observe the performance metrics

You must have accurate performance metrics to monitor the seller's performance. Good performance is vital to stay ahead of the competition on Amazon. Especially if you want to qualify for selling branded and restricted items, there are very specific parameters to meet. The defect rate must be less than 1% and the pre-fulfilled cancel rate must be less than 2.5%. Moreover, the rate of late shipment should be less than 4%.

3. Proof of product authenticity

To get approved for selling branded products, you must have the proof of product authenticity. Such certifications are issued by the brand to their approved sellers. So, by default, you must be an approved reseller for the brand.

Without the certificates of authenticity, there is a chance of little or no success in getting approved as a seller for brand products on Amazon. The key is to prove that your supplier is the manufacturer or an authorized and licensed dealer of the products.

4. Professional invoices of inventory

These are vital documents you need to produce in order to start the registration process to get approved to sell branded products. Firstly, the invoice must be within 90 days before your application date.

The invoice must be legit. This means, it should have a proper registration number, contact details and other markers that show you got it from an authentic source. Only when the details match with the brands’ details, you stand a chance to get approved. It is important that you double-check all the details and ensure there is no discrepancy.

5. Company website

Beside trying to register as a seller on Amazon, it is essential to have a company website. This makes you more reliable and easily traceable for Amazon. You can quickly set up a website for your products on Fynd Platform. You need to select your business goals, type of business, and the subscription plan to quickly set up the website. It is very easy to manage even for beginners as the dashboard has every element of design you need.

You can quickly start listing your items here and complete setting up the website in a few hours. You also get the advantage of the traffic invoked by Fynd Platform and hence, your website will be up and running in no time.

Tips to get Permission to sell Brands on Amazon

Tips to get Permission to sell Brands on Amazon

To sell brands on Amazon, you will need to qualify several stages of quality and authenticity tests. Here is a list of things you need to begin the process with Amazon Brand Registry.

  • A proper brand name that is registered as a trademark
  • The authentic trademark numbers
  • Your trademarks should be classified as EU trademark or national trademark and be country specific. For becoming a seller on Amazon India, you must have the Indian trademark.
  • Have a proper brand logo and at least one image of it. However, a brand logo is optional, but it's advantageous if you have one.
  • You must have images of products which have the brand name on it. In case the product is not branded, the packaging must be branded at least.
  • There should be a list of product categories for which you wish to register.
  • You must have a list of the countries where the product is manufactured as well as distributed.

Once you have all these details at hand, you can smoothly conduct the registration process. Here are a few scenarios and situations you may face and must get familiar with.

If you are reselling branded products on Amazon

If you are reselling branded products on Amazon

Most sellers on Amazon are resellers of various branded products. But you need authorization to do so and must qualify the quality check and verifications conducted by Amazon. Often there are brands which do not wish to sell products through marketplaces like Amazon. Hence, they prohibit any type of reselling on such platforms altogether. As a result, Amazon would not be giving permission either.

In other cases, some brands allow only authorized and certified sellers to resell their products through Amazon or similar marketplace. In such cases, the re-seller can get approval quickly. However, Amazon will conduct several stringent quality checks to ensure the products are authentic. Only when these tests are conducted, will you get permission for reselling.

In case there is a copyright infringement

In case there is a copyright infringement

If you are purchasing branded items for reselling from a supplier, that does not necessarily mean you have the right to sell on Amazon. This is because the supplier may hold certain copyright claims to the product. You will need permission to use the images and certain trademark terms when you are creating the product page on Amazon. In case you do not have the copyright, it can lead to account suspension on Amazon. 

There is a form provided by Amazon, through which copyright holders can report any listing that violates their copyright claim. In case you are trying to sell branded products on Amazon and get a copyright infringement complaint, you have to check your list to determine the problem. You need to check through every product and whether you have the permission to sell them. If you find any product without a copyright you may have to delete the listing or seek the copyright.

In case of fake or inauthentic products on Amazon

In case of fake or inauthentic products on Amazon

One of the commonest issues that crops up now and then is the issue of inauthentic or fake branded products. Amazon is very particular about the product quality and authenticity. Hence, if your product gets flagged as fake or inauthentic, it can get you suspended as a seller on Amazon. Another similar issue is listing a product details and product image wrongly. This means, if your product detail and image does not match, that also gets you under the radar for selling inauthentic items.

To avoid such difficulties, you must screen and review the products from supplier’s time to time. Also, make sure the product details and images are precise so that they are not misleading the buyers. Sellers must also keep the invoices in stock to demonstrate their supply chain when required. These are also proofs to combat any issues due to complaints regarding inauthenticity.

Now, let us get started with the tips to easily get permission to seller brands on Amazon.

Now, let us get started with the tips to easily get permission to seller brands on Amazon.

1. Choose the right Niche

Before you start selling on Amazon, it is essential to determine a niche. To list your products in the right category and get approved, determining the niche is important. This means, you must select the specific industry in which you wish to set up the business. It is equally essential to understand the niche of your choice.

To sell the right products and understand what the customers want, you must have a thorough understanding of the niche in which you are selling. To get started, you must choose the right niche. Especially if you need approval to sell branded products, selecting the correct niche is the first step to successfully registering on Amazon.

2. Determine profitability of a brand

Once you have selected a niche, it is essential to shortlist the brands which are popular and can be profitable for your business. The more profitable the brand, the better you can sell through Amazon. All brands are not equally profitable.

Research on the most best-selling brands in your chosen niche. You need not go through a lot of data to find this out. By looking for certain criteria in your specific niche, you can ensure the products you decide to sell are profitable.

3. Opt for brand registry

Next comes the brand registry. To sell brands on Amazon, you need to register your brand or the brands you are re-selling. You get approved, only then you can start selling. Once you register, the brand will give you an ASIN or American Standard Identification Number for your product. This way, another seller cannot list the same item. You will need a trademark number, pictures of your product, brand logo and the list of the countries where the products can be distributed or manufactured.

4. Obtain permission from Amazon

To obtain permission from Amazon to sell the product, you need to get permission from the brand as well. When you are reselling, Amazon would require the evidence of your approval. Hence, your priority would be to get authorized as a seller. Moreover, you will need permission from the seller to use their photos. If you cannot show the proof and permission for using the photographs, Amazon can get a copyright infringement complaint against you.

5. Review the suppliers and the stock

One of the most important things to do when you are trying to sell brands on Amazon, is ensuring the quality is optimum. For this, it is critical to review the suppliers and stock from time to time. You need to check the products are authentic, and the supplies are done properly. Keep the invoices stored properly. These will come handy when you face a problem with any of the suppliers. These are evidence of the transaction as well as details of the suppliers working with you.

6. Get approved for FBA

Your products must be FBA approved, so they can get trusted by the consumers and hence you will be able to consistently sell through the platform. Fulfilled by Amazon or FBA approval can help your sales increase by 5 times. However, FBA fees are higher than the regular merchant fee. But since the sales go up manifolds, you can earn a lot and also do so in minimum time and effort.

7. Adhere to all policies of Amazon

To quickly get approval on Amazon to sell a brand or to resell another brand, your listings must adhere to all the Amazon policies. You must understand the Amazon policies thoroughly in order to register and get approved. Failing to follow the policies of Amazon after you get approved can lead to penalties. It can also lead to getting delisted from Amazon as well or a permanent ban.

8. Have details and accurate product descriptions

You must write detailed and accurate product descriptions for all the items. Avoid any confusion in the description that can put off your prospective customers. They are not likely to buy something if they are confused by the description. Your description and product title are essential tools to help customers find what they need. It will also help your listing rank better and get sold more.

9. Offer responsive and prompt customer service

You must respond to the customer queries promptly. This way you can make sure that you get maximum sales through Amazon. If you have another website independent of Amazon, you can also drive traffic from there as well. The key is to provide good customer service so that the clients will keep coming back. You can use Fynd Platform to build the perfect website for this purpose. This way, you can easily drive more traffic to your Amazon listing page.


Selling branded products on Amazon is rather tricky, especially if you are new to the process. But if you get familiar with the process, registration and eventually selling is quite easy. It gets further easier to get approved on Amazon, when you have an authentic and individual website that validates your credibility. With the help of Fynd Platform, you can easily build such an image.

At Fynd Platform, you simply have to select your business goals and the respective subscription and then get started with building the website. The templates and the dashboard are very easy to manage and setting up a website can be done in a few hours. You can even benefit from the existing traffic of the platform and in turn sync it with your Amazon account. Thus, you can improve your authority and get better traffic from the relevant sources.

Maximize Festive Season Sales With Fynd Platform

Learn from the masters and cracks the code to festive season sales success with Fynd Platform's Festive Readiness Guide

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Can sellers sell branded products on Amazon?

Yes, you can sell certain branded products on Amazon only when approved as a seller by the respective brand. In the case of some brands which are restricted on Amazon, you cannot sell them at all.

Do you have to pay $39.99 to Amazon to start selling?

If you are an individual seller, the amount is $0.99. However, for a professional account, the amount is $39.99 per month, irrespective of the number of units you have sold. Thus, it is important to make your brand stable on the platform to maintain a consistent flow of profit.

What percent does Amazon take?

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The percentage taken by Amazon depends largely on the type of product and the price you have set. The percentage can be anything between 6% to 45% depending on the product. On average, sellers have to pay approximately 15% of their profit. Moreover, you have to fulfil the order and ship the products which incurs some costs as well. Taking all such factors in mind, the commission deducted by Amazon gets determined.

How long does it take for Amazon to pay you?

Once an order has been fulfilled, it takes 3-5 days for Amazon to pay or transfer your profits to your account. Usually, the transfer is done after every seven days. This is called the ACH transfer which is done before the funds arrive in your bank account.

How do I receive payment on Amazon?

Once you have shipped the order, you need to capture payment in order to collect the money from the buyer. This can be done with the help of Amazon Pay API. It helps you to use the information provided along with that order. If you fail to capture payment, then you will have difficulty collecting the payment for that order.

Do I need a business bank account for Amazon FBA?

When you get approved for Amazon FBA or fulfilled by Amazon, you also get the opportunity to reach wider in the international market. As a result, you will need a bank account as well where trading in multi-currencies is possible. This gets easier if you have a business bank account. It will help you save money and also connect with global customers for less.

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