Key takeaways:
- Amazon requires sellers to obtain approval (known as getting 'ungated') to sell in certain categories, brands, or for specific products. This is done to maintain product quality and customer trust on the platform.
- To get ungated on Amazon, you'll generally need to provide certain documentation, such as invoices from approved suppliers, proof of product authenticity, and sometimes additional business information.
- The process for getting ungated varies depending on the category, brand, or product. It can range from a simple application to a more detailed review process.
If you're an Amazon seller, you've likely come across categories or brands that require approval before you can sell them. This process, known as getting 'ungated', can be a significant hurdle for sellers, particularly those who are new to the platform.
In this guide, we'll walk you through the process of getting ungated on Amazon to help you expand your product portfolio.
What Does 'Ungated' Mean on Amazon?
In Amazon terms, 'gated' means that Amazon has restricted selling in a certain category, brand, or for a specific product. To sell in a gated area, you need to apply for and receive approval from Amazon, which is the process known as getting 'ungated'.
Amazon uses this system to maintain quality and trust on its marketplace. By requiring sellers to prove their credentials before they can sell certain products, Amazon aims to protect customers from counterfeit goods, unsafe products, or unreliable sellers.
Why Does Amazon Gate Certain Categories or Products?
Amazon gates certain categories and products for several reasons, including protecting consumers from counterfeit goods, maintaining quality standards, ensuring product safety, and protecting brand reputation.
How to Get Ungated on Amazon
The process for getting ungated on Amazon varies depending on the category, brand, or product, but here are the general steps:
- Find out what documentation is required: Go to Amazon's Seller Central and navigate to the 'Add a Product' section. Find the product or category you want to sell and check what's required to get ungated.
- Gather the necessary documentation: This typically includes an invoice from an authorized supplier (not a retail receipt), along with your business name and address, showing that you've purchased at least 10 units of the product in the last 90 days. You may also need to provide images of the product and its packaging.
- Submit your application: Once you have all the necessary documentation, submit your application for approval. This can be done through Seller Central.
- Wait for Amazon's response: Amazon will review your application and inform you of their decision. This process can take a few days to several weeks.
- Take necessary action based on Amazon's response: If your application is approved, you can start listing and selling the product. If it's denied, Amazon will usually tell you why, and you can take the necessary steps to address the issues raised.
Tips for Getting Ungated
Here are some tips to improve your chances of getting ungated:
- Ensure your documentation is accurate and up-to-date: Your invoices and other documents should clearly show your business name and address, and should be from within the last 90 days.
- Source products from approved suppliers: Amazon prefers invoices from reputable distributors or manufacturers, not retail stores like Costco or Walmart.
- Meet the minimum purchase requirement: Your invoices should show that you've purchased at least 10 units of the product.
- Ensure your account is in good standing: Amazon is more likely to approve sellers who have a good track record on the platform, with no significant violations or complaints.
Conclusion
Getting ungated on Amazon can be a challenging but necessary process for sellers who want to expand their product portfolio.
By understanding why Amazon gates certain categories and products, gathering the right documentation, and following the correct process, you can increase your chances of getting approved. For expert guidance on navigating the Amazon marketplace, consider reaching out to ePlaybooks.
