As many sellers in the marketplace have discovered, it is no secret that Amazon has restrictions on offering products in certain categories. Selling items in restricted or gated categories requires sellers to undergo an approval process which can vary depending on the selected category.

As the amount of third-party and independent sellers on Amazon have increased throughout in recent years, there’s additional potential for damage to reputation. If customers receive counterfeit, poor-quality, or faulty items, the responsibility lies with Amazon. Therefore, to protect consumers and the Amazon brand, the company restricts categories that are particularly susceptible to counterfeiting and quality issues. Sellers can obtain approval to trade in restricted categories by submitting information about their business and products sold. Amazon will then use this information to ensure that only genuine sellers with authentic products are listed within these categories.

Because the regulations for restricted categories are varied between each category, there is no single set of determining factors that detail whether products can be listed in a specific category without providing additional information or approval. It should be noted that in rare instances, the approval process can include additional fees or submitting to performance checks.

Categories requiring Amazon approval

Amazon is moving away from the model of applying restrictions in broader categories to focus on restricting entry for sub-category niches. Instead, specific product restrictions will be applied based on the items.

The following categories are currently restricted on Amazon:

• Collectible Coins

• Personal Safety and Household products

• Entertainment Collectibles

• Fine Art

• Holiday Selling Requirements in Toys & Games

• Jewellery

• Music & DVD

• Automotive & Powersports

• Services

• Sports Collectibles

• Streaming Media Players

• Video, DVD, & Blu-ray

• Watches

However, in certain instances, Amazon does not restrict the whole category, just specific sub-categories. As it is not always clear about which categories or sub-categories are affected, it is recommended that all sellers research and test with smaller levels of stock before a full launch.

The difference between restricted brands, categories, and products

It is also important for sellers to identify and understand the difference between restricted brands, categories, and products in the marketplace. For instance, brands such as Adidas, Apple, Bose, and MAC Cosmetics have set brand restrictions, meaning that sellers require approval to list and sell their products.

Restricted products will be either banned entirely or require prior approval to sell. This will commonly apply to products that could be harmful or have raised serious product quality issues previously. Some of the more popular items on this list include lasers, technology devices, and streaming media players.

Certain products can also only be sold in certain conditions, such as new or used. Categories such as Baby Products, Clothing & Accessories, and Watches are only accepted when listed as new. Sellers should also be aware that open categories are constantly changing and should be monitored to ensure that no upcoming changes affect the products.

Obtaining approval to sell restricted items

Checking Amazon’s category overview and restricted product help pages is recommended prior to starting the process, but it should be noted that the pages can sometimes be out of date or subject to interpretation.

Seller Central can be used to request approval to sell in any of the restricted categories on the marketplace. Once logged in, sellers should:

1. Click the Inventory tab and select ‘Add a Product’

2. Find the product that you want to sell

3. Click the ‘Show Limitations’ button

4. Then you will be able to select ‘Request Approval’ to begin the application process

The application process will inquire about the markets in which the product will be listed, as well as information about the number of product units and condition. The requirements for approval will vary for each category, but the following will apply to most categories:

• Be a professional seller

• Complete the application form

• Provide evidence of authenticity such as proof that suppliers are licenced

• Own a company website

• Provide acceptable invoices for inventory

• Maintain good performance metrics such as Order Defect Rates below 1%, and Late Shipment Rates below 4%

Invoice requirements

Providing sufficient invoices is an essential part of the approval process, as Amazon insists on checking where a seller’s stock is coming from and whether it is authentic. Sellers that are unable to complete this step correctly will have greater difficulty in getting approved.

Assessing whether invoices will pass Amazon’s invoice verification process is recommended. This includes factors such as:

• Ensuring that invoices are legible, which is particularly applicable for scanned or photographed items.

• Including the most recent invoices available, as particular categories will not accept invoices older than 180 days.

• Naming each of the products that were purchased and show where they were sourced.

• Including the physical address and number for your company and the supplier.

• The address listed on invoices must match the address in Seller Central.

• Handwritten invoices are not accepted

Sellers interested in obtaining approval in restricted categories should also be aware that purchase orders or retail receipts are not accepted, and only detailed business invoices will pass the Amazon criteria.

What happens if you violate the restrictions?

Once obtained, permission to sell in restricted categories must be maintained by adhering to Amazon policies. Any violations can lead to cancelled listings, as well as limited or suspended listing privileges. Complying with the policies is the safest action for undisrupted trading, as it can be challenging to get reinstated.

Sellers should also keep in mind that receiving approval to sell in a category does not mean that you are able to sell every product in that category. Other restrictions may still apply and require further approval to sell sub-categories or products.

Summary

Although it can be difficult to obtain approval for restricted categories it is often worthwhile as it offers access to a less saturated market that cannot be accessed by any seller. Less competition also creates the opportunity to build brand awareness and reputation within a category. This can be highly effective for businesses looking to increase revenue and capture a larger market share. To learn more about selling in restricted categories and how to complete the Amazon verification process, don’t hesitate to get in touch with one of our dedicated Amazon teams.