Guide to Amazon Gating and Ungating Process

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Being gated on a brand or category on Amazon means sellers must obtain Amazon’s approval before listing products under that brand or category. Here’s everything you need to know about identifying restrictions and navigating the ungating process effectively.

How to Identify If You Are Gated

  1. Log in to Seller Central
    Navigate to: Menu > Catalogue > Add Products.
  2. Search for the Product
    Enter the Amazon ASIN, barcode, or product name in the search bar (ASIN is the most reliable).
  3. Specify Condition
    Select “NEW” from the drop-down menu.
  4. Check Limitations
    Click “Show Limitations” and review the results. You may see a message like, “You need approval to list this XXXX”, which might include one or more of the following restrictions:
    • Brand
    • Category or subcategory
    • Specific ASIN

Types of Gating or Restrictions on Amazon

Amazon imposes three primary types of restrictions:

  1. Brand Restrictions
    Approval is needed to sell a specific brand. To get ungated:
    • Option A: Attempt auto ungating.
    • Option B: Submit a VAT invoice.
  2. Category or Subcategory Restrictions
    Approval is required to sell within certain categories or subcategories. To gain approval:
    • Option A: Try auto ungating.
    • Option B: Provide a VAT invoice.
  3. ASIN or Transparency Restrictions
    Amazon may request transparency codes for specific products:
    • Take photographs of five transparency codes, save them as a PDF, and upload them.
    • If the system does not allow uploading transparency codes, it likely means the ASIN is non-sellable.

Other Restrictions:
If you encounter the message, “This product has other listing limitations”, it indicates the ASIN cannot be sold, and no application process is available.

Why Does Amazon Impose Gating?

Amazon applies restrictions to ensure quality control, regulatory compliance, and customer satisfaction. Common reasons include:

  • Regulatory or importation limitations.
  • Regional compatibility issues.
  • Temporary restrictions for specific time periods.
  • Prohibitions on used, collectible, or refurbished conditions.
  • Performance issues like product safety concerns or customer complaints.

How to Get Ungated on Amazon

Preparing for Ungating
Before attempting ungating:

  • Build a seller history with at least £1,000 in sales.
  • Ensure your account shows responsible selling practices with no customer complaints.

Amazon considers:

  • Proof of product authenticity (e.g., manufacturer or distributor invoices).
  • A track record of responsible selling.

Methods to Get Ungated:

  1. Auto Ungating
    Auto ungating allows Amazon to approve you based on seller performance. Steps:
    • Click “Request Approval” for the product.
    • If successful, you’ll see an approval confirmation.
    • If unsuccessful, you’ll be prompted to submit documents.
  2. Ungating with Manufacturer or Distributor Invoices
    If auto ungating fails:
    • Purchase 10 units of the product within the brand or category you want to sell.
    • Submit the invoice along with photos of the units (if required).

Invoice Requirements:

  • Date within the last 180 days.
  • Your name and address matching your seller account details.
  • Manufacturer or distributor’s name and address.
  • Purchase of at least 10 units (pricing optional).

Pro Tips for Successful Ungating

  1. Hack 1: Use Amazon Itself
    Amazon may accept invoices from purchases made on its platform (e.g., Amazon.co.uk).
  2. Hack 2: Focus on Breaking Even
    When purchasing products for ungating, profitability isn’t the priority. Focus on getting approved, then aim to recover your costs.

Steps to Find Reliable Suppliers

To verify legitimate suppliers:

  • Look for detailed contact information, including phone numbers and addresses.
  • Avoid suppliers that provide only an email address without additional contact details.
  • Check for the supplier’s legal business name on their website.

What to Do If You Are Rejected

Rejection doesn’t mean the end of the road:

  • Resubmit your application multiple times, if necessary.
  • Persistence pays off, as approvals can sometimes depend on the reviewer.

Final Thoughts: Mastering the Ungating Process

Getting ungated on Amazon is a vital step to expanding your business. By understanding the requirements, preparing accurate documentation, and following these best practices, you can navigate Amazon’s gating system and unlock new opportunities for growth in 2023 and beyond.

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