Amazon Ungating Explained: How Sellers Get Approval to Sell Restricted Products

Selling on Amazon can be highly profitable, but many sellers face a common roadblock early in their journey: category and brand restrictions. If you have ever tried to list a product and seen the message “Approval Required,” you have encountered Amazon gating.

Getting ungated on Amazon is an essential step for sellers who want to scale, access high-demand categories, and work with well-known brands. While the process may seem complicated, it becomes much easier once you understand how Amazon’s approval system works.

In this guide, we explain what ungating is, why Amazon restricts categories, and how to get ungated step by step.

What Does Ungated Mean on Amazon

Amazon uses a system called gating to control who can sell certain products. When a category or brand is gated, sellers must receive Amazon’s approval before listing items in that category.

Being ungated means Amazon has reviewed your seller account and documents and has permitted you to sell in that restricted category or brand.

Ungating does not apply to all products. Many categories are open to everyone, but some require approval due to safety, quality, or brand protection concerns.

Why Amazon Restricts Certain Categories and Brands

Amazon’s main priority is customer trust. Restricted categories typically include products that could cause harm if sold incorrectly or that are often targeted by counterfeit sellers.

Categories such as beauty, health, grocery, supplements, automotive parts, and branded electronics are commonly gated. Amazon wants to ensure sellers source products from legitimate suppliers and comply with all applicable rules.

Brand gating also exists to protect trademark owners. Popular brands often request that Amazon restrict who can sell their products to reduce counterfeits and unauthorized sellers.

Common Categories That Require Approval

While Amazon changes its policies from time to time, some categories are consistently gated.

Beauty and personal care products often require regulatory approval due to skin contact and potential health risks. Grocery and gourmet food categories are gated to ensure proper handling and expiration standards. Supplements and topical products are subject to strict scrutiny due to regulatory requirements.

Automotive, medical, and branded electronics categories are also commonly restricted because product quality and authenticity are critical.

Requirements Before Applying for Amazon Ungating

Before you apply for ungating, Amazon expects your seller account to be healthy and verified.

You must have a Professional Seller account, not an Individual one. Your business details, tax information, and identity verification should be complete. Amazon also reviews your account’s performance metrics, including order defect rate, cancellation rate, and late-shipment rate.

A clean seller account significantly increases your chances of approval.

Documents Amazon Requires for Ungating

The most crucial document Amazon asks for is a valid invoice from an authorized supplier or manufacturer.

The invoice must be recent, usually within the last 90 days. It must clearly show your business name and address, which must match your Seller Central account. The supplier’s name, address, and contact information must also be visible and verifiable.

Invoices should list the product name, quantity, and purchase date. Amazon does not accept retail receipts, screenshots, or handwritten invoices.

Choosing the Right Supplier Matters

One of the most common reasons sellers are rejected is the use of invoices from unreliable suppliers.

Amazon prefers invoices from manufacturers, distributors, or wholesalers. Online marketplaces, retail stores, or liquidation sources typically result in rejection.

Before purchasing inventory for ungating, confirm that your supplier is legitimate and can be verified by Amazon if needed.

Step-by-Step Process to Get Ungated on Amazon

To begin the process, log in to Seller Central and attempt to add a product in the restricted category. Amazon will notify you if approval is required.

Click on “Request Approval” and follow the instructions. You will be asked to upload invoices and, in some cases, additional documents such as images, safety certifications, or product compliance information.

After submission, Amazon reviews your application. This process can take anywhere from a few hours to several days.

How Long Does Amazon Take to Approve Ungating Requests

Approval times vary depending on the category and the quality of your submission.

Some sellers receive approval within 24 hours, while others may wait several days or weeks. If Amazon needs additional information, it will request the documents through Seller Central.

Patience is important. Avoid submitting multiple applications too quickly, as this can delay the process.

What to Do If Your Ungating Application Is Rejected

Rejection is common and does not mean you cannot get ungated.

Amazon usually provides a reason for rejection. This could be unclear invoices, missing information, or supplier issues. Review the feedback carefully, correct the problem, and submit a new application.

Many sellers are approved on their second or third attempt once they provide proper documentation.

Tips to Improve Your Ungating Success Rate

Make sure your seller account is fully verified and in good standing before applying. Always use professional invoices from trusted suppliers. Double-check that all information matches your Seller Central account exactly.

Take your time to understand the specific requirements of each category, as Amazon evaluates them differently.

Brand Ungating vs Category Ungating

Category ungating allows you to sell products within a restricted category. Brand ungating, on the other hand, gives you permission to sell a specific brand.

Brand ungating often requires additional proof, such as authorization letters from the brand owner or invoices that clearly show the brand name.

Both processes follow similar steps, but brand approvals are often more strict.

Can New Sellers Get Ungated on Amazon

Yes, new sellers can get ungated, but it may be more challenging.

Amazon may be stricter with new accounts that have no sales history. Building some sales in open categories first can help improve your account trust before applying for ungating.

Is It Worth Getting Ungated on Amazon

For many sellers, ungating is a major growth opportunity.

Restricted categories often have less competition, higher demand, and better profit margins. Being ungated allows you to diversify your product catalog and scale faster.

However, ungating requires investment, planning, and compliance. Sellers who rush the process often face repeated rejections.

Final Thoughts on Getting Ungated on Amazon

Getting ungated on Amazon is not impossible, but it does require preparation and attention to detail.

By maintaining a healthy seller account, sourcing products from legitimate suppliers, and submitting proper documentation, you can successfully gain approval in restricted categories.

Ungating opens the door to new opportunities and long-term growth on Amazon. If you approach the process strategically, it can become a powerful step in building a scalable Amazon business.