Demystifying Amazon Brand Gating: A Guide for Sellers

Earning approval through Amazon's brand gating process is a challenging but mandatory step for sellers trying to list products in Amazon restricted categories. This comprehensive guide breaks down everything brands need to know to navigate Amazon brand gating successfully.

What is Amazon Brand Gating?

Amazon brand gating sets requirements for brands to gain access to selling in certain high-risk product categories on the Amazon marketplace. Categories subject to brand gating include:

• Health and personal care (supplements, OTC medications, cosmetics)
• Baby products (clothes, toys, feeding items)
• Pet supplies (food, treats, medications)
• Groceries and gourmet foods
• Wine and alcohol

Essentially, any consumable or ingestible product requires the brand owner to go through Amazon's strict approval process before listing and selling the items on Amazon.

Amazon instituted brand gating to curb these categories' rampant counterfeiting and intellectual property violations. By thoroughly vetting each business, Amazon can prevent potentially unsafe or fraudulent products from reaching customers.

While important for protecting consumers, Amazon's opaque and stringent brand gating process can be frustrating and difficult for legitimate brands. Small or newer brands often struggle to meet Amazon's documentation requirements.

Why Amazon Brand Gates Certain Categories

Amazon is notoriously tight-lipped about its internal processes and rationales. But based on public comments and marketplace policies, several clear reasons drive Amazon's approach to brand gating:

Stopping Counterfeits

Counterfeiting runs rampant in categories like supplements, luxury beauty items, and brand-name groceries. By scrutinizing each business thoroughly, Amazon reduces the risk of fakes entering the marketplace under the guise of legitimate brands. Brand gating helps Amazon stop counterfeits at the source.

Enforcing Quality Control

Amazon depends on customer trust. Allowing potentially unsafe, expired, or ineffective products to be sold could damage Amazon's reputation. Mandating proof of authenticity enables Amazon to hold brands accountable for meeting quality standards.

Complying with Regulations

Many gated categories like health items, alcohol, and food are regulated. Amazon brand gating ensures regulatory compliance and product safety before selling.

Protecting Intellectual Property

Brand gating verifies each seller owns or is licensed to legally sell their brand on Amazon. This prevents intellectual property theft and unauthorized selling of trademarked brands.

Qualifying for Amazon Brand Gating

Meeting Amazon's strict standards for proof of authenticity is critical to earning brand gating approval. Amazon requires documentation validating the seller's identity as a legitimate manufacturer and intellectual property owner.

Required Credentials

Specific credentials Amazon requires include:

• Registered Trademark - The most compelling evidence is having your brand name and logo officially trademarked through the appropriate authority in your home country. This verifies your exclusive rights to the intellectual property.
• Business Licenses - Official business registration documents help validate your company as a legitimate operating entity.
• Manufacturer IDs - For restricted categories like supplements or groceries, Amazon requires an identifier code from the regulating agency in your industry. This could include a Manufacturer Identification Number, National Drug Code, or Food Facility Registration.
• Product Codes - Providing GS1 standard codes like a Universal Product Code (UPC), Global Trade Item Number (GTIN), International Article Number (EAN), or other established product identifiers can help demonstrate authenticity.

Ideally, a brand should have as many of these credentials as possible when applying for gating. The most straightforward path to approval is trademark registration plus a manufacturer ID for your specific product category.

Tips for Meeting Qualifications

Getting approved can be challenging if your business is new or you don't have formal trademarks yet. Here are tips to improve your chances:

• Prioritize trademark registration - File for a registered trademark for your brand name/logo as early in the business formation process as possible, even before earning sales. This can take over a year, so start early.
• Get established manufacturer codes - Apply for and obtain any required manufacturing IDs, codes, or licenses from industry regulators. Don't wait until applying to Amazon.
• Provide lots of secondary evidence - Collect any other documentation you can showing legitimacy - business licenses, product specifications, company history, customer evidence, etc. The more supplemental proof, the better.
• Highlight market authority - Demonstrate any traction, endorsements, media coverage, partnerships, or other signals that your brand is trusted and recognized outside of Amazon.
• Leverage consultants - Experienced Amazon consultants can help compile and translate required documents into what Amazon needs to see. Just don't assume consultants can guarantee certain approval.

Strategies for Earning Amazon Brand Gating Approval

Applying for and earning Amazon brand gating approval can be long and opaque. Here are inside tips for successfully navigating it:

Understand Category Requirements

• Research the specific credentials required for your product category - don't just assume. Supplements have different evidence standards than grocery items, for example.
• Thoroughly read Amazon's guidelines and reach out with questions. Misunderstanding requirements is a common reason for delays or rejection.

Prepare a Complete Application

• Have all necessary documentation ready before applying. Missing pieces will bog down the process.
• Carefully enter details, follow instructions, and attach files. Sloppy applications suggest a lack of legitimacy.
• Include more info rather than less - give Amazon all the signals possible that you are an authentic brand owner.

Communicate Proactively

• After applying, politely follow up on the status at least weekly. Radio silence causes applications to stall.
• If rejected, thoroughly but professionally appeal while addressing any concerns raised. Supply additional materials if requested.
• Reply immediately if Amazon reaches out with questions or requests. Lack of responsiveness hurts approval chances.

Don't Make Guarantees

• Some consultants wrongly promise they can fast-track or guarantee gating approval. But the process depends solely on Amazon's discretion.
• Avoid consultants making outsized claims. However, experienced specialists can help accurately complete applications and follow up appropriately.

Have Backup Plans Ready

• Even quality applications get rejected sometimes if Amazon seeks more proof of brand authority. Don't get discouraged.
• Be ready to implement contingency plans like building sales or reviews in open categories, expanding marketing, etc., to strengthen brand standing and eventually reapply.

Working with Agencies and Consultants for Brand Gating

The complexity of Amazon brand gating leads many sellers to engage consultants and agencies to help successfully navigate it. Experienced brand gating specialists provide valuable support like:

• Compiling Documentation - They know exactly which materials Amazon needs to see for different product categories and help prepare them systematically.
• Optimizing Applications - Consultants are familiar with Amazon's forms and quirks and can ensure all required info is provided completely and accurately.
• Following Up Diligently - They communicate with Amazon on an application's status through proper channels to avoid stalling.
• Securing Contingency Approval - If initial rejection occurs, consultants can advise on secondary strategies to gain approval, like establishing sales history in open categories first.
• Translating Communications - They help decipher feedback and questions from Amazon and provide guidance on appropriate responses.

However, Amazon ultimately decides on gating approval based on their internal criteria. No consultants can legitimately guarantee securing Amazon brand gating, despite claims otherwise. Do your diligence when engaging agencies by:

• Researching the consultant/agency thoroughly through reviews and references
• Verifying their expertise in brand gating specifically, not just general Amazon selling
• clearly understanding proposed services, fees, and (realistic) expectations upfront
• Checking for satisfied clients successfully approved through their help
• Avoiding commitments or large payments before services are rendered

Building Brand Recognition as a New or Unknown Brand

For new brands without an established trademark and market presence, winning Amazon brand gating approval poses even greater challenges. These tactics can help demonstrate authenticity and recognition:

Sell First in Open Categories

Launching products in open, non-gated categories enables collecting initial sales data, reviews, and conversion metrics that support your brand's validity and customer appeal. Allow time for this history to accumulate before applying.

Crowdfund New Products

Running a successful Kickstarter or crowdfunding campaign to launch a new product shows market enthusiasm and demand for your brand. Include documentation of crowdfunding traction in your application.

Advertise and PR Outside of Amazon

Pursuing brand awareness campaigns through channels like social media, paid search, and PR outreach can further validate your brand's identity apart from Amazon. Share evidence of external activities.

Attend Trade Shows

Getting acceptance and attendance at major trade shows positions you as a legitimate player in your industry. Use photos, media mentions, or partnerships gained to back up your brand's credibility.

Earn Media and Influencer Endorsements

Press mentions, product reviews, and influencer partnerships point to third-party validation of your brand quality. The more external signals of trust, the better.

While time-consuming, building undeniable brand recognition and authority is key for unknown brands to earn Amazon's trust and approval.

Conclusion

Amazon brand gating creates high barriers but serves important purposes like fighting counterfeits and protecting consumers. While frustrating, thoroughly understanding Amazon's requirements, diligently preparing application materials, and proactively communicating can help sellers successfully navigate the process.

Consultants can provide guidance, but approvals ultimately depend on Amazon's discretion. With persistence and savvy strategies, new brands too can pass Amazon's strict standards and unlock the amazing sales potential of restricted categories.

While arduous, overcoming brand gating strengthens a brand's authority and validates quality and trustworthiness to consumers.