Amazon Restricted Categories: Your Guide to Getting Ungated

2023 Update: 

In order to provide ecommerce entrepreneurs with all the information they need to succeed with their Amazon ventures—from launch, to first sale, to growth and scaling—we’ve updated our content for 2023. 

Looking to start an ecommerce business? Check out our updated guides for How to Sell on Amazon, How to Sell on, and How to Sell on eBay in 2023.

Does this situation sound familiar? After doing your homework, you find the perfect product to sell on Amazon — it’s in demand, and competition is low. Its sales potential is almost limitless.  

But, after some additional research, you find out that you might not be able to sell it because it falls into one of Amazon’s restricted categories. 

Of course, even though it may require some additional work, it is possible to sell in one of Amazon’s gated categories. In fact, according to respondents of a recent Jungle Scout survey of more than 1,000 Amazon sellers, 7% are successfully selling in gated categories.

Restricted categories, however, do have rules and regulations. 

So let’s go over what we need to know about category and product restrictions on Amazon, gated categories, and how to get ungated.

What are Amazon’s product compliance and safety regulations?

When it comes to Amazon’s compliance and safety regulations, there are two sets of rules we need to follow: those for restricted categories, and those for restricted categories products.

Categories requiring Amazon-approval

Because the regulations for Amazon gated categories are different from one to the next, Amazon has no single set of determining factors with respect to whether or not you can list within a specific category without having to provide additional information for approval. 

But, if you do require Amazon’s okay before selling in a particular category, the approval process may mean paying additional fees, submitting to performance checks, and any other actions Amazon deems necessary.

What categories are gated on Amazon? 

As we mentioned earlier, Amazon is moving away from applying restrictions in the broader categories. Instead, it’s restricting entry for sub-category niches. That’s why the list of restricted categories is significantly shorter than that of the restricted products (more on this below).

This is a current list of Amazon-gated categories:

How to sell in restricted categories

No two Amazon-restricted categories have the same method of getting ungated, and some are much easier to sell in than others. 

Here is a short how-to guide for some of Amazon’s gated categories* according to Amazon itself, sources around the web, and my own experience.

Collectible Coins

Collectible coins are rare and special edition minted coins targeted at collectors.

Amazon says:

  • Unless 100% of the seller’s products are from a legally recognized government mint and comply with the additional product requirements, or 100% of the seller’s items are graded by the approved graders and comply with the additional product requirements then the seller must maintain membership in one of the following organizations:
    • PNG – Professional Numismatist Guild
    • ICTA – Industry Council for Tangible Assets
    • PCGS – Professional Coin Grading Service
    • NGC/PMG – Numismatic Grading Corporation/Paper Money Guarantee
  • 70% or more of the seller’s inventory must be graded by NGC or PCGS, or be from a legally recognized government mint.
  • If the seller qualifies as a dealer of precious metals, precious stones, or jewels under 31 C.F.R. Part 1027, seller has implemented an anti-money laundering program in compliance with Federal Regulation 31 C.F.R. § 1027.210, and will, upon Amazon’s request, provide copies of the seller’s anti-money laundering program to Amazon.
  • Professionally graded / authenticated coins are only acceptable from NGC or PCGS.
  • All coins listed at or above $1,500 must be graded by PCGS or NGC, or they will not be allowed in the store.
  • Ungraded coins must be listed as Graded by the seller unless they are in original government packaging and can be listed accordingly.
  • “Unsearched” bags, rolls, tubes, jars, or any other unknown bulk coins sales are not allowed. The detail page must clearly identify to the customer the specific coins they are purchasing.
  • Sellers should also provide a link to their company website where we can view the products which they wish to sell.

Currently, Amazon is no longer accepting new Seller applications for this category.

Entertainment Collectibles

Like other collectibles, entertainment collectibles are products related to film or television that are signed, special edition, or possess some other quality that would raise the value of the product for collectors.

Amazon says:

  • Sellers must remain on the Professional Seller plan.
  • Sellers must maintain seller performance metrics (aka Customer Metrics) at or below Amazon’s required levels:
    • Order defect rate (ODR) must be less than 1%.
    • Pre-fulfillment cancellation rate must be less than 2.5%.
    • Late shipment rate must be less than 4%.
  • Sellers must comply with all listing requirements for items sold in the Entertainment Collectibles category.
  • Customers must be able to complete all aspects of ordering and purchasing a product using only the Amazon website.

Other sellers say that entertainment collectibles is one of the easier-to-get-into restricted categories. And in terms of the application process for Entertainment Collectibles, sellers are required to send an email to [email protected]; it’s not possible to apply online.

Fine Art

Fine art are one-of-a-kind pieces and not mass produced. Some of these pieces sell for as much as $10,000 or more.

Amazon says:

  • Sellers must be in [the business of selling fine art] for a minimum of three years.
  • They must have “significant online presence through a proprietary or third-party site (examples: 1st Dibs, Artsy, and artnet).”
  • Sellers must have “application of a curatorial element to your gallery selection through yearly exhibition schedules, published essays, or exhibition catalogs.”

Seller evaluations are also based on, but not limited to, the following:

  • Participation in an international, vetted art fair (examples: Frieze, Affordable Art Fair, Pulse, and Scope)
  • Membership in a recognized art organization (examples: Art Dealers Association of America, New Art Dealers Alliance, and Private Art Dealers Association)
  • Caliber of the gallery’s review process for selecting artists and work
  • Diversity of artists

Amazon does not accept the following sellers:

  • Artists representing their own work, or galleries or collaborations of artists that sell their works directly (without curation) to the public
  • Galleries or businesses that provide mass-produced artwork
  • Prints in limited editions over 400
  • Individuals selling estate contents or personal inventory

For mass-produced art, Home & Kitchen has sub-categories for those listings.


The fine jewelry category includes jewelry products that are authenticated and meet Amazon’s Jewelry Quality Assurance Standards. Like Fine Art, fine jewelry pieces sell for much higher prices.

Amazon says:

  • Products must be sold as listed and as characterized in the descriptions, images, and specifications shown on the detail page.
  • All products must meet Amazon’s Jewelry Quality Assurance Standards.
  • Items must be properly set up according to Amazon’s Categorization of Fine vs. Fashion Jewelry guidelines.
  • All products must be authentic (ie. no knock-offs).
  • Listing of items over $300,000 is not allowed in the Jewelry category.
  • Must have the professional seller plan.
  • Sellers applying to list Fine Jewelry must be existing sellers.
  • Sellers must meet these performance criteria to be eligible to apply to sell in the Jewelry category:
    • Order-Defect Rate of 1% or less
    • Cancellation Rate of 2.5% or less
    • Late Shipment Rate of 4% or less

Other sellers say that ‘Fine Jewelry’ is the strictest of all the Amazon restricted categories. Like ‘Fine Art,’ this is a category just for experts. Unless you already own your own jewelry store and have the logistics in place, ignore this category as the barriers to entry are massive.

If you’re interested in selling “non-fine” jewelry, the fashion category is the best place to go.

Sports Collectibles

Sports collectibles are products with signatures, limited editions, and other features that increase the value of the product for collectors.

Amazon says:

  • Maintain an order defect rate lower than 0.75%.
  • Remain on the Professional selling plan.
  • Authenticate or grade a majority of the products listed by one or more of the entities listed below:
    • Ace Authentic
    • Beckett Grading Services
    • Fanatics Authentic
    • Frameworth
    • Grey Flannel
    • Highland Mint
    • Icon Sports Memorabilia
    • James Spence Authentication (JSA)
    • Major League Baseball (MLB Authenticated)
    • MeiGray Group
    • Mounted Memories
    • NFL Players Inc.
    • Panini Authentic
    • Professional Sports Authenticator (PSA)
    • PSA/DNA Authentication Services
    • Steiner Sports
    • Topps Collectibles
    • Tristar Authentic
    • Upper Deck Authenticated (UDA)
    • Beckett Collectors Club Grading (BCCG)
    • Becket Grading Services (BGS)
    • Professional Sports Authenticator (PSA)
    • Sportscard Guaranty (SGC)

Third-party grading companies:

  • Beckett Collectors Club Grading (BCCG)
  • Becket Grading Services (BGS)
  • Professional Sports Authenticator (PSA)
  • Sportscard Guaranty (SGC)

General requirements

  • Product images must be sourced from an independent website or image hosting site, or appear as attachments.
  • Products must be authentic collectibles, rare, exclusive, one-of-a-kind, or otherwise unique items. We do not allow any counterfeit, replica, or knock-off products.
  • Listing data and images must be suitable for all ages and appropriate for our global community. Listing data and images may not depict or contain nudity or pornographic, obscene, or offensive items.
  • Sellers must follow Amazon listing standards for any product sold on Amazon.
    • Sellers must have reviewed the Sports Memorabilia and/or Trading Cards listing templates and agreed to appropriately and accurately classify their products.
    • Seller must submit product titles, bullets, and product descriptions that are clearly written to assist the customer in understanding the product.
  • All product images must meet Amazon site-wide image standards.
    • Sellers must certify that they have reviewed the image guidelines published on Seller Central and that all images they upload conform to the guidelines.
    • Images must have white backgrounds and cannot contain inset images, watermarks, or unauthorized content.
    • Images must be at least 1000 px on the longest side.

If you elect to use the services of, or take advantage of any promotional offers from a third-party authenticator or grading company, you will be contracting directly with that third party, which will be providing services to you at your direction.

Toys & Games (during the holidays)

Amazon limits sales of toys and games to experienced sellers during the holidays. While the toys and games category includes toys for children ages 14 and younger, the category also extends to strategy board games, collectibles, drones, and other products of interest to adults.

Amazon says:

  • You must have processed and shipped a certain number of orders in the months leading up to the start of the holiday season (typically, September 1 through October 31). The orders do not need to be specific to the Toys store.
  • Pre-fulfillment cancel rates must be no greater than 1.75% in the month leading up to the holiday season (typically October).
  • Late shipment rates must be no greater than 4% in the month leading up to the holiday season (typically October).
  • Order defect rates must be no greater than 1% short term as of the first day of the holiday season (typically November 1).

Other sellers say that many sellers (especially the newer ones) panic when Amazon sends out their holiday requirements, mostly because their products don’t meet the adjusted standards.

If you plan to sell in ‘Toys and Games’, make sure you know and adhere to the holiday requirements. And make sure you have all your ducks in a row before November hits by bookmarking our Seller Calendar to have those important dates on hand.  

Video, DVDs, & Blu-ray

Any type of video media (DVDs and Blu-rays especially) falls under the Video umbrella.

Amazon says:

  • If you do not have a Professional seller account, you must agree to upgrade to a Professional selling plan within 30 days after your application is approved.
  • Order-Defect Rate (ODR) of 1% or less
  • Cancellation Rate of 2.5% or less
  • Late Shipment Rate of 4% or less
  • Amazon also requires the following information:
    • Your primary source(s) of inventory
    • An estimate of the quantity of units you plan to sell
    • A minimum of 3 invoices or purchase orders from your largest inventory source(s) that are representative of the types of items you plan to sell

Other sellers say that Amazon has cracked down hard on the DVD/Blu-ray counterfeit market, and that sellers must now supply invoices showing they’re selling only new DVDs.

For that reason, it’s difficult to sell used DVDs on Amazon.


Watches include high-end jewelry pieces and brands like Rolex and Tag Heuer. Amazon limits the addition of sellers in the Watches category to ensure that customers can buy confidently from all sellers on Amazon.

Amazon says:

  • For certified pre-owned watches, sellers must be able to test water resistance and timekeeping accuracy.
  • For certified pre-owned watches, sellers must have a professional selling account in good standing.
  • Certified pre-owned watches must meet all requirements established by a third-party watch certification organization, as determined by Amazon.
  • Sellers must meet minimum Seller Performance metrics:
    • Pre-fulfill cancel rate of 2.5% or less
    • ODR 1% or less
    • Late ship 4% or less
  • Sellers must have a Professional selling account in good standing.
  • Watches and watch products must be listed using the manufacturer’s UPC code. 
Sony PlayStation Requirements in Video Games

In order to sell Sony PlayStation products on Amazon, you must be approved by Sony as an authorized reseller. 

According to Amazon, “Sony has unilaterally implemented an Authorized Reseller Program for its video games products that it has applied to its retail partners, including Amazon. Effective December 1, 2021, sellers must be listed as a Sony Authorized Reseller to be eligible to sell Sony PlayStation products on the Amazon store”

If sellers would like to become an authorized reseller of Sony PlayStation products, they can apply directly with Sony.

Restricted products on Amazon

Ultimately, Amazon wants to make sure their customers have the best buying experience possible. To help make that happen, Amazon has additional security measures in place when it comes to products sellers could easily misuse and misrepresent.

What qualifies as a restricted product?

Again, because restrictions vary from product to product, Amazon doesn’t have a singular definition of what constitutes a restricted product. 

They do, however, have general qualifications we should keep in mind while doing our product research.

If you’re selling Fulfillment by Amazon (FBA), make sure you review Amazon’s FBA Product Restrictions to see which products cannot be sold FBA.

In place to protect their  over-2 two-billion unique monthly shoppers, Amazon’s restricted categories break down into three basic types: 

  1. Collectibles that have specific condition requirements; 
  2. High-quality expert items; 
  3. And goods regulated by state and/or federal law.

What products are restricted on Amazon?

The list of products restricted on Amazon is long, with the following items currently facing restrictions on the platform:

Though the following products aren’t included on Amazon’s current list of restricted products, they have restrictions as well:

Products are also restricted if:

Additional product restrictions to consider:

  • Certain products are subject to additional regulations in the state of California.
  • If you’re planning to list internationally, you’re responsible for knowing and complying with a country’s laws and regulations.


How to apply to get ungated on Amazon:

Thankfully, Amazon has made the approval process for accessing a gated category fairly easy. 

To see if you and your product are eligible, simply go through the following steps:

  • First, login to your Seller Central account.
  • Once you’re on your homepage, click on the ‘Category’ tab located near the top-left of the screen.
  • Next, from the dropdown, select ‘Add Products’.

  • From there, find the item you want to sell.
  • Then, click on ‘Show limitations’ to the left of the product info.
  • Finally, either you’ll be able to click the ‘Request Approval’ button to begin the application process, or you’ll receive a notification saying you are not approved and that applications aren’t being accepted.


Amazon’s ‘Prohibited Product Claims’ policy

The last thing Amazon wants is a lawsuit from a buyer claiming they bought a product from an Amazon seller that failed to live up to its listing’s promises. For that reason, Amazon’s product claims policy strictly adheres to the Federal Trade Commission’s (FTC) regulations around “unfair or deceptive” advertising.

That’s also why every seller should take the time to read the FTC’s guidelines around internet marketing. As sellers, we alone are responsible for making sure our product statements are in no way misleading or deceptive.

The mandate of the Federal Trade Commission’s Division of Advertising Practices is to protect “consumers from unfair or deceptive advertising and marketing practices that raise health and safety concerns, as well as those that cause economic injury.” 

Amazon’s claims policy also bans products that say they can “cure, mitigate, treat, or prevent diseases in humans or animals without FDA approval.”

As for products making environmental claims on Amazon, they mustn’t mislead customers about the qualities or characteristics of the item being sold. 

To guarantee compliance with the FTC’s “Green Guides”, sellers need to familiarize themselves with the regulations around “green” marketing claims. It’s a time investment worth making if you sell a product making an environmental assertion (eg. saying your product was made using renewable energy).

What happens if you violate Amazon category restrictions?

Amazon takes the violation of their policies very seriously. If you’re debating whether or not to bend or break their rules, consider the possible consequences:

  • Your listings could be canceled.
  • They may place limits on your listing privileges.
  • Your listing privileges could be suspended.
  • They may remove your listing privileges altogether.

And once Amazon takes disciplinary action against you, it can be difficult to get reinstated.  

Your safest course of action is to comply with all of Amazon’s rules and regulations.

Why go through the trouble of selling in Amazon gated categories?

Granted, there are some fairly extreme requirements for a number of the restricted categories on Amazon. But, for any seller willing to go that “extra mile,” many of these categories possess huge sales opportunities.

And remember: Look for possibilities where others won’t. It’s the key to your Amazon success.

To find your perfect business opportunity, use Jungle Scout to research product ideas, in categories you’re interested in!



140 comments on “Amazon Restricted Categories: Your Guide to Getting Ungated

  1. Hi want to sell e scooters that go up to 50miles and have big autonomy but i don’t find the responses on Amazon if there is gate/restrictions to enter this market, did you know how can i do ?

    1. If there are similar products on Amazon, then you can sell that type of product. Try to list an e-scooter in your own Amazon seller account to see if there are any restrictions for your seller account.

  2. Hello. I tried to get ungated for nautica but I never received any response,So I submitted the invoice as pdf but wasn’t going through so I took screenshots and submitted them. I try to click on nautica products to see what happens but there’s a small table with word invalid in red color. Please help me with your advice. Thank you.

    1. Not sure what you mean by you clicked on the products and saw the word invalid. What did Amazon say when you submitted the invoice? Try to open a support case to see what is wrong with the document you submitted.

  3. Hi,

    i’m a newbie and i’m plan to sell watches on amazon : i need to get ungated and to get approve for each brand i wanna sell.

    Any personn have the same idea and can share experience to get ungated for category and for a brand. I get my product from costco and fossil/michael kors and bestbuy.

    I already start the process to ungated category and i was denied for 4 times even if i provide receipt with all information.


    1. Hi Andy,

      Amazon will not accept receipts from retail stores to get ungated in a brand or category. You need an invoice from the manufacturer or distributor. Before uploading the documents, Amazon tells you everything that is required.

  4. Hey I am a new e-commerce seller. Ive purchased jungle scout and find it very helpful. I recently tried a product sent all my paperwork in and was rejected under 10 units.If you are rejected can you RE apply or once your rejected in a category you can’t RE apply? Any info would help. Thanks

    1. Hi Giovanni,

      Do you mean to tried to become unrestricted in a category on Amazon? Make sure the documents you sent in match exactly what Amazon is looking for. Typcally they want to see an invoice with at least 10 units.

    1. HI Kevin,

      If you are selling another brands products on Amazon, you should have an invoice showing the products are from a legitimate source.

  5. What African product can I sell on Amazon seen that there are so many restrictions on the majority of the products.


    1. Hi Samson,

      That is research that you will need to do! If you can figure that out, you will be ahead of other sellers interested in selling similar products.

  6. This is all nice and conveniently described to show how great Amazon is. The truth is, it’s highly pay-for-play, and if you’re someone who thinks you have a lot of great products in easily-sellable categories … don’t get your hopes up, especially if you’re selling in any of the highly sought-after nerd categories. You have a Marvel figure? Nope. You have a DC figure? Nope. You have a cute little Funko figure? Nope. You have a Disney figure or toy or plush, etc etc? Nope. That’s cool, maybe you’re selling video games. Oh wait, Nintendo exists, so nope. New game restrictions, so nope.

    If you don’t pay Amazon their $40/month for a store and you don’t have invoices from every single brand you want to try to sell with, you can’t list. I really wondered why there were listings with only one or two high-priced Marvel or Disney figures on Amazon, when I have those figures myself, and they sell for half of Amazon prices on eBay … well, mystery solved, you can’t sell those figures without jumping through hundreds or thousands of dollars of Amazon hoops first. That’s why you can buy a “new” figure on eBay for literally half of the price of the same “new” figure on Amazon, because the Amazon seller had to spend that much more to be allowed to list the product in the first place.

    Unless you’re selling completely random garbage, or huge inventory of small-mark-up trash, Amazon is awful for most sellers. Anyone who is dedicated to selling will still, with as bad as eBay is, make much more money with much less effort selling on eBay, ESPECIALLY if it’s licensed products. I sell new-condition Marvel figures on eBay for 10%-less than Amazon prices, with no barrier to entry, and with smaller fees, and without automatic free-returns. Never thought I’d shill for eBay, but even after all these years, it’s still much easier and much more profitable than selling on Amazon, unless you’re willing to invest thousands of dollars up-front and take that risk on Amazon.

    1. Hi Nicholas,

      That’s just not true. Sure, there are many categories and brands that are restricted and can be difficult to sell in, but Amazon is not charging sellers to become ungated. If you have an invoice from a legitimate distributor, then you can easily become ungated in a category such as Marvel.

      The invoices are not difficult to receive if you know where to buy from and do not require you to spend thousands or even hundreds of dollars. Typically Amazon looks for an invoice with 10 units of a particular product/brand to become ungated. I’ve done this many times with many larger brands without any issues and without spending hundreds or thousands of dollars to become ungated.

      Also, it is worth mentioning that Amazon will often auto-approve sellers in restricted categories/brands if you have good metrics and strong sales history.

      Selling on eBay is for sure much easier than selling on Amazon but if you’re willing to put in a little more effort than an everyday eBay seller, you can make more money selling those items on Amazon as there will be less competition.


      1. I’ve sold CD’s on Amazon since Jan. 2011, then, suddenly and overnight, in May 2017 they decided to deactivate seller’s “popular music category” listings. They never gave a heads up on this or any real explanation beyond the “popular music” being restricted. I have 100% metrics and feedback, any titles I try to list say “We are currently not accepting applications”. Please explain how they will auto-approve. If they want invoices for used CD’s, who in heck still has receipts (which they won’t accept anyway) for their CD collection of the past 30 years?! Explain why Goodwill and DeCluttr ,who both get used CD’s either donated or sold to them. are able to sell their music all over Amazon? Are you trying to say I have to pay the $39.99 Pro Seller Fee to be ungated?

        1. Hi AJ,

          If Amazon states they’re not accepting applications any more for that category, then I am not sure what else you can do. Have you tried contacting seller support or seller performance? Not sure that will help, though.

          By auto-approve I mean that some restricted categories or brands may become unrestricted for certain sellers over time based on seller metrics. I am not talking about the music category specifically.

          For the titles you cannot list on Amazon, list on eBay, Facebook, and so on.

    1. Hello,

      I don’t think there would be a problem with that but I would double-check Amazon’s guidelines for selling jewelry.

  7. I am looking into selling a restricted product that falls under toys and game but I cannot seem to find how to get approved to sell the product and I keep receiving and error when filling out the information also it says the UPC number is invalid. Any help would be greatly appreciated thank you!

    1. Hi Justin,

      Where did you purchase the UPC from? If it was anywhere other than GS1, you may encounter an issue with Amazon. What information are you filling out that you are receiving an error from? The listing info?

      You’ll need to provide Amazon with the exact information that they request from you. No other way around it.

  8. I am getting started doing FBA. I have a to the trade license for beauty supply stores. I would like to sell a variety of beauty/topical products. Of course, I am gated. I have read about procedures for getting ungated. Is gating by the category or brand by brand? If I get ungated in a brand do I have to go through it for every brand or is it more general?
    I appreciate your reply.

    1. Hi Melinda,

      Some categories such as topicals are gated but there may be specific brands under that category that are also gated. You will need to be approved for both the category and the brand in that situation. Some brands may not require approval. If you have all the required paperwork, it’ll be pretty easy to become ungated. Amazon typically requires an invoice from a distributor with at least ten units purchased.

  9. I’ve just had a book listing closed by Amazon as “requiring approval”. It has been up since 2012. When I try to request approval, I am told that it can no longer be described as in New condition, only either Used or Collectible. Unlike most products, books have a date of manufacture (i.e., publication or reprinting) in them, but New is not a question of age, only of condition. It was published in 2002, and many books published even longer ago can still be New. So why has Amazon done this, I wonder?

  10. Hi Dave,

    I would like to list leather aprons on and whether Tools and Home improvements is a gated category.

  11. Can new sellers sell cosmetics & skin / hair care? Or is that sub-category gated? I see the restrictions in listing these types of products but I don’t see anywhere where it says that it’s gated and the seller has to be approved.

    1. Hi Wilson,

      Certain sub-categories may be gated for new sellers. You will need to check your account to see if Amazon requires approval. You can do this by attempting to add a random product under that sub-category to your inventory. Amazon will either let you list it or ask for documents.

    1. Hi Adam,

      No, that is not true at all! Arbitrage is still alive and well. We have a recent post on arbitrage, I suggest you check that out!

    2. Yes, that is absolutely true. Almost every category except absolute trash no one buys is gated hard. Anything with any name-brand recognition is incredibly gated, and for most items you can’t even gain permission unless your NEW items are proven to be purchased by yourself through approved vendors. AKA, you can have an item that is absolutely, flawlessly brand-new, but if you can’t show Amazon a purchase order from an approved vendor, you cannot sell that item. Amazon wants to make sure they are not cutting the throats of their wholesale and retail friends, which is why you will never see an item on Amazon that is cheaper than a wholesaler or retailer can provide it. You don’t need your item to be NEW to sell it as NEW on Amazon, you need to be operating in collusion with Amazon and distributors to keep the MSRP values in place, so that Amazon and their high-volume sellers can continue to sell all items at OVER-MSRP prices. If you’ve ever wondered why you can buy a brand-new item on eBay for half the price of the same brand-new item on Amazon, this is why. Anyone with a new item can sell it on eBay. If you have a new item on Amazon, you have to be part of their network of collusion in order to sell your items, which obviously costs money to you, the seller, which you then have to pass on to your buyers.

  12. Thanks for the worthwhile information.
    My concerned category is ‘Surveillance Equipment”, and I conclude that though its restricted, but I can apply for Amazon’s approval to sell these.

    1. It depends on your account. Sign into seller central and try to add a sketchers listing and see if Amazon allows you or not.

  13. SO for all the available information on restricted and gated items/products let’s talk about Amazon and their advertising policy. We have just been refused the right to use sponsored product ads because Amazon says we cannot advertise memorial products. I have never seen this policy, cannot find this policy and notice that some sellers are using not only sponsored product ads but Brand display ads with identical or similar items. We did in-depth research before going into this category and products, nothing about advertising restrictions for memorial products.

    1. Hi Tama,

      That is very strange as I cannot find that anywhere in their policy either. Have been able to figure out this issue?

    1. The baby category as a whole should not be restricted to new sellers but you may find certain brands are gated.

      You will need to check on your own account just to be sure though.

  14. i dont get it.. everybody is telling me if I want to sell clothing(no brand name .just plain clothing I purchase from a supplier in china without any logo/brand name) i need an approval or to be ungated. when I called amazon to verify this information, one person said no and the other said yes. Is it yes or no? i dont see it on the list above.
    thank you

    1. Hi Jenna,

      The only way to know for sure is to try and create a listing for a clothing item in your seller account. If you are not approved to sell clothing, Amazon will request info to get approved.

  15. Hi Dave / Brian, I tried to list an industrial-grade face shield (the type used for welding) under Tools & Home Improvement (which as far as I know is ungated), and it was immediately removed. When I reached out to Amazon seller help, they keep on referring me to the “Personal Safety and Household Products” form, which is not what the product was intended to be used for. Is there anything I can do? Thanks.

    1. Hi Nancy,

      I understand your frustration here! When reaching out to seller support, have you spoken to them on the phone or just through email?

      I suggest requesting to have a rep call you. You can usually figure out the issue much faster this way.

  16. Hello Dave, thank you for your article.

    I have been trying to add new products under the Grocery and Gourmet Foods category for months, but every time I try Amazon takes me to a page that says “Categories and products requiring approval.” The interesting part is that there is not an option to apply for approval anywhere. I read in one of the Amazon Seller Forums that Amazon is not accepting any new items in that category, and that is why sellers are not allowed to add new listings. Is this true?

    Thank you for your help!

    1. Hi Pedro,

      I’m sorry that is happening! I suggest contacting Amazon seller support to see if they are accepting new sellers or not in the grocery category.

  17. Hi Dave,
    I am selling bandanas face masks as a Pro. My listings was as FBA and FBM in Automotive and motorcycle masks.
    I went via Edit and changed the category to Tools & Home Improvement and sub-category safety masks and respirators.
    All my 28 listings 14 FBM and 14 FBA deactivated and Request Approval.
    I sent them invoice, pictures and certificates but they answered that my documents do not meet the requirements and not pass. Of course without explanations.
    Can you please advise if i have to indeed and to re-submit or if there is a way to go back to Automotive Category and to activate my listings?
    Thanks in advance

    1. Hi Nikolas,

      I would suggest trying to move your items back to the Automotive category. Amazon now requires sellers to provide proof of safety masks/respirators. Bandanas are not safety masks so I can see that as being the problem.

      State to Amazon the category change was a mistake and you would like to move back to the auto category.

  18. Hi there, thanks for your post.

    Where is the list of categories that need not approval to sell on Amazon? Apart from books. Thank you very much for your help.

    London, UK

  19. I have a couple of questions about selling a product restricted on Amazon. Do I need to have a UPC code at this point when I am seeking approval? Or can I purchase my codes when I am creating my listing? I am wanting to sell Private label FBM. thank you!

  20. Hi Dave;

    I did not find if I have household cleaning product then how can i take approval from Amazon. As I am very new seller and selling new product with my own logo and name so what’s the process? Also as my product will be new how can i take approval from amazon?


    1. Hi Syed,

      You need to do some research to be sure you are allowed to sell that type of product on Amazon before listing it. You are going to be selling a household cleaning product?

  21. You need approval to list Medical Supplies products.
    Collectable, Refurbished, Used conditions
    You cannot list the product in this condition.
    how to resolve this issue
    as a brands we are selling our own product so should we select manufacture , or reseller , and how to proved all this documents guide

    1. Hi Rahul,

      Provide Amazon what they’re asking for to be approved to sell your products. You can only sell medical supplies as new.

  22. Did you own a franchise or independent dealership back in the day you were in the car business? I had to ask as I am formerly with CAI. How long did it take you to turn your working capital profitably to meet or exceed your income needs?

    1. Hey Stephen! I can answer that for you…with Dave’s first brand, shortly after his first product debuted, he raised capital based on its success. By his 4th quarter that year he had turned a profit. The following year, though, he had issues with some vendors and decided to move toward digital products and content creation. He started his current business with $0 to start, and took about 18 months to become profitable. However, though that business took longer to see a profit, it’s now big enough that Dave has hired a few employees.

  23. This information is so valuable as a new seller! I’m excited to get started as a new seller and expect to be successful as a self made entrepreneur! I’ve tried so many other platforms, and not one of them has ever, or will ever divulge or volunteer such valued information! From the bottom of my heart I thank you!

  24. I tried for 4 weeks to gain clearance for Sports Collectibles.

    Despite meeting all of their listed requirements, I keep getting form emails back saying my proposed listings do not meet their internal requirements.

    I havent even proposed any listings!!!

    They only respond once a week, between 1:40-1:51 on Sunday afternoons.

    So ridiculous.

  25. This stinks. All I want to do is sell a few Star Wars figures (unopened) and have no intention of making a “business” out of it. I used to be able to sell stuff like that on Amazon several years ago with no restrictions. Now they have these new stupid restrictions. I might as well move over to ebay for good.

  26. So i’m new and looking into selling video games on amazon how is that going to work if its gated? how do i ungate that? How long does that take? I seen so many people sell video games on amazon on youtube they never mention anything about video game is part of the restricted category.

  27. Hey Dave,
    I’m read alot of conflicting reports about the baby category. Do I need permission to sell baby blanket or is it a gated category?
    I would appreciate getting some clear info on this category.

  28. Hi Dave,

    A very informative article, thank you for sharing. We are also experience some issues with having our product cleared for listing, which is currently “stranded” in the Amazon Fulfilment Centre in the USA. We’ve got so far and confident we can push through, but require some expert advice in the home stretch. So our question to you is: what does Amazon mean by the following..?

    “The Images provided do not meet the labelling requirements which state that the label must contain contact information of the manufacturer or brand owner.”


    Tom : )

  29. Hello Dave,

    Can you please advise? I’m trying to ungate the Topical subcategory. I send to Amazon Certificate of Analysis from the manufacturer, invoice and pictures of the product from all sides. Instead of approval I got this:

    We have again fully reviewed the documents and determined that, based on the information you provided, it does not meet our requirements.
    Due to the proprietary nature of our business, we are unable to provide detailed information about this process.
    The product in question does not meet all test specifications mentioned in the COA.

    When I’m trying to ask them what’s the problem they send me the same templated answer… What is the problem can be? I really don’t know what to do.

    Thank you!

  30. What sis it mean’t when Amazon is looking for this:

    The images provided still do not meet the labelling requirements, which state that the label must contain contact information of the manufacturer or brand owner.

    FDA Document:
    – The document provided does not include the statement that the registration is valid.

    And are you ungated in the Medical Supplies and Equipment Category?

    1. Hey Don,

      In the image you need to have your name, address, and contact information visible.

      For the FDA document, you probably need to contact your FDA rep to see what’s missing for that.

      And I’m not sure what you mean by the last question.

  31. I don’t see CD’s on this page, but I know they are restricted. I am looking to start selling brand new CD’s on amazon. I have a wholesale vender set up and approved, I currently have a few hundred brand new CD’s from buying convert tickets. I plan to order from the wholesale vender to obtain invoices and attempt to apply to sell CD’s on amazon. Is there anything else that you know of that will be needed for approval? And will I be asked to repeatedly send in invoices while listing items? My main goal is to clear out the brand new CD’s I have sitting in packages in my garage, all are popular and new music from the last few months. Thanks!

  32. Hello, Dave.
    Pro category “Fine Jewelry”
    I have a small factory for the production of women’s jewelery, They are not from precious metals and without the addition of precious stones. My stones are of natural origin, the maximum that we use is pearls.
    That’s why my product is not jewelry.
    My problem is that I don’t go into “Sellers must have at least 12 months of $ 50,000 on Amazon.” My account of the month 2.

    You write “If you’re interested in making jewelry, it’s 100x easier to get into.”
    Which category would you recommend to use?
    What kind of “fashion” was meant?
    And how to choose a subcategory?
    And I understand that after Amazon can block the listing at any time?

  33. I really need some help I am in the middle of situation right now with 500 units coming my way 🤦🏼‍♀️. I am a brand new PL FBA seller in Amazon but without any listing (it was remove by Amazon) and no sales yet, I have been trying to get ungated in a sub category for dieters supplements. My product is a detox tea, I have provided all documents and got denied several times. What can I do?Hello, I had sent a question a few day ago, but I haven’t gotten any answers yet.

    1. Hey Mariely,

      The only thing I can recommend is trying again. We’ve run into the same issue with other gated categories, especially Toys/Games. What we found is that if you’re persistent, eventually someone helps you get through.

      You might contact your vendor to see if they know anyways to get through.

  34. Hello, I am in a similar situation trying to get approval for restricted category, dietary supplement. I am a complete brand new FBA seller haven’t sold anything on Amazon yet trying to start my own private label and with the help of your JS found a what I think a great product opportunity in the detox and cleanse subcategory. So at the time I created my listing and everything when fine so I started the process of ordering my product and building the brand to start my FBA sellers process and just a few weeks ago as I am waiting for my product to arrive I receive a message that my product was restricted and need to get approval and my listing was removed. With several attempts back and forth of requesting documents and getting all the documents, finally I got everything that they wanted, to get denied again and the notice said the decision was final? Can you please advise if there is anyway I can get around it, you also mention to keep applying even tho they said their decision is final? I would appreciate some advice, a have 500 units coming my way :(. Thank you.

  35. Hi, Are the rules the same on products in the UK, the same as in the USA, looking to start selling on Amazon in the New Year? Having problems getting Liability Insurance transatlantic from the EU to the USA doesn’t look like it will be possible at the moment from the replies I’m getting back from Insurance Brokers. So, I may have to look at the UK Amazon and see if I might be able to get Liability Insurance, as we are all still in the EU. Thank you, Pauline

  36. Hello there,

    im trying to list my essential oils in and they keep rejecting my applications. I have the certificate for the products and anything they need. but they send me the same message over and over that I dont meet their requirments. I dont know what elese I should send them. Do you think you can help me with that?

  37. So I read all these comments and wonder which category do not have any restrictions. I would like to sell: hair ornaments, combs and hair brushes for children. Are there any restrictions when it comes to this category?

    1. Hey Peter,

      That’s probably health and beauty which I believe is gated, but not restricted. I think with H/B you need to have invoices from the manufacturer to get ungated.

  38. Hi Dave
    So I read all these comments and wonder which category do not have any restrictions. I would like to sell: hair ornaments, combs and hair brushes for children. Are there any restrictions when it comes to this category?

  39. Hi Dave

    I have been trying to follow some sex toys since I’m interested in the niche. A few days after I was analyzing sales, Junglescout went “dark” on all of those items (just sex toys) showing “N/A” even on the ones where I had a previous history.
    I open a case in customer service without response or solution.
    I’m I missing something?

    1. Hey Francisco,

      Amazon is weird about sex toys. It’s listed as “banned” in their restricted items list, yet the term “dildo” is the #1 most searched for keyword on Amazon (no joke).

      As far as I know it’s possible to sell sex toys on Amazon, however the sellers tend to use euphemisms to get around Amazon’s algo/TOS.

      TLDR: err on the side of caution with that category until you hear directly from Amazon that it’s cool to sell.

  40. how to sell used windows 10 pro license keys on amazon france ? how to provide invoices for used items
    any suggestions

  41. Hi Dave, I would like to bundle essential oils with other products that are not in a gated category. I was approved by the manufacturer to sell their essential oil. Essential oil is in the health and beauty category. Do I need to get approval from Amazon to list my bundle?

    1. Cindy,

      Hmm… good question. My thought would be yes, simply because Amazon wants to make sure that any liquids going through them are safe for their customers. Be sure you have all the proper paperwork from your vendor and be sure to get qualified before making your purchase just in case Amazon won’t let you through.

  42. Hi Dave, I am considering selling a clutch purse for teen girls in a specific niche (private label). Unless I am missing something, I don’t see purses/wallets (clothing/accessories/luggage) on the gated list anymore. Is it possible that the list has changed since this article was written, and this category is open now? Seems unlikely, but I am not sure what to make of it.

    Any help would be appreciated, love your articles!


  43. Hello
    I’m have a very hard time understanding how to get unrated in medical Device category, class I.
    Can you please help!
    Thank you.

    1. Livean,

      Interesting category! I’m not sure. You probably need to speak with Amazon directly to figure out what they need or do a little research in seller forums. I might do some investigating myself.

  44. Hey Dave,

    Quick question. Once you get ungated in the beauty category if you have all the documents, do you think they will ask for invoices/documents everytime I add a new product?

    My current manufaturer is completely certified (but I have created my own brand), however in the future if I am to change manufaturers( brand will remain the same though), will it cause an issue?

    Thanks and Regards,

    1. Probably. Since you’re adding a new product, they want to make sure you’re not trying to sneak anything past ’em.

      It’s unfortunate that they have to be so tough, but you know how it goes. One bad apple spoils the bunch.

      And yes, it probably will cause an issue, although Amazon may never notice.

  45. Hey Dave,

    I’m currently trying to sell in the toys and games category and when I go in to list a product, it’s asking me to submit my invoice and CPC docs (I have both). I also need approval to sell the brands (the brands are Fisher-Price and Mega Bloks). Will they hit me with an ungating fee assuming they accept the documents? Thanks!

    1. Hey Ameer,

      I’m not sure if T/G has a gating fee. However, I do know that the submittal process can be difficult and may require you to send it in a few times. Also, the CPC has to be from the US. They will not accept overseas issued CPCs. Hope that’s helpful!

  46. please help I’m stuck in a grey area. What about toiletry bag, camping bag, diaper bag, basketball gloves, sunglasses bag, baby bibs, cleaning cloth, umbella etc

    1. Hey Susan,

      We actually sell camping bags on Amazon. And I don’t believe we’ve had too much trouble getting in that category. All the other items sound fine, too, so long as you’re not putting them in difficult categories such as beauty or cosmetics, etc.

  47. Comb, Facial Brush, Makeup Brush, Body Brush, etc..

    Do I need to get approved to sell private label for products above?

    Thank you!!!

  48. Hi Dave,
    I found an athletic shirt for @ $5 that usually goes for $80 both on Amazon. Amazon let me list it but I am not authorized for clothing? It also cancelled my listing because I put in 75$ and they said the price would cause a problem.

    Any insight appreciated,

    1. Hi Mike,

      Good question. Yes, clothing is a gated category, but in my experience relatively easy to get into.

      Did you create your own listing? Or did you put it on another listing?

  49. Dear Sir

    thanks for the article… would like to ask if this restriction only on the US Amazon Market. Could i make it on UK market. also are those restrictions regarding the plastic in the toys???

    best regards

  50. The restrictiions in music require an invoice to ungate. What is a seller who has a record collection dating from 1970 to 2000 supposed to do. Are these items unsellable on Amazon now?

    1. Hey Ben,

      I’m sorry to hear that! I know Amazon’s been cracking down on media over the last few years due to counterfeit goods. Have you tried contacting seller support?

  51. Yes. We were able to sell CD’s on Amazon and now they restricted us. We would like to start selling CD’s on Amazon again.

    1. Hey Morris,

      Over the years, selling CDs on Amazon has become harder and harder. This is due mostly to a lot of counterfeit goods on there. So unless you’ve got invoices directly from accredited suppliers, Amazon’s not going to ungate you for CDs or DVDs.

  52. We’ve had a pet probiotic listed on Amazon for about a year. Today the product is inactive due to the category restriction of dietary supplements. On top of that, they are not accepting applications for dietary supplements for the “Home and Garden (including Pet Supplies)” category. Pet supplements are not required to obtain FDA approval, however our product is manufactured in an FDA approved facility. But, I can’t even apply for approval since Amazon is not accepting applications. This seems highly unfair. Is there a workaround you know of or a way to get amazon to review our product anyway?

    1. Hey Bridget,

      Sorry to hear about the situation!

      You might try reaching out to one of the ungating specialists on Jungle Market. Amazon’s been pretty twitchy about restricted categories in the last year or so (rumor has it that they got hit with a ton of fines last year, so they hired someone new to come in and “clean house”).

      Are they doing this with just FBA or FBM, too?

  53. I am new to Amazon and will be starting as an FBA in the toys category in the UK. Are the gated categories the same as the US market or is there different rules. I don’t want to go through all the hoops to order my products and end up stocking it at home with a loss.

    Many thank

    1. Hey Phil,

      This is a tough one because it will require FDA certifications, approvals and a ton of documentation to get through customs. It’s not impossible, but the experienced sellers here at Jungle Scout aren’t very familiar with this specific category and have not ungated this one. It might be worth checking in with our Facebook Community to see if someone can shed some light on supplements.

      Let us know if you have any success!

  54. I’m ungated for Automotive & Powersports, and also for tires, but have never listed or tried to sell anything in those categories; really wouldn’t have the faintest idea how to go about it. I’m 100% FBA. I’m just a thrift store guy; never had a website of my own.

  55. I’m not new to selling on Amazon but started a new seller account as we licensed a product and had to start a new company. We’ve been approved to sell in OTC subcategory, but keep getting denied to sell in the Topical subcategory. All the information I’ve provided is the same for both OTC and Topicals. What am I missing? Is there a way to step above all of the minions that are denying our applications and speak to somebody with more authority?

    1. Hey Christian,

      I don’t have any particular experience with this category. Soemtimes speaking with Seller Support (more than once) can prove useful. I have tried using different methods in the past like email and their call back feature until I have got in touch with someone who could help 😉

      Other than that, I’d strongly recommend directing your questions to our Facebook Community, there are thousands of sellers on there and someone might have more specific advice.

      Good luck 🙂

  56. Hello,

    I have a similar issue in regards to getting approval in the Toys sub category. I was selling just fine until one day I got an error and amazon decided to gate it and require documentation. Since I ordered from Alibaba from China, I know my invoice won’t be accepted, although I will keep trying. I was wondering if there was any way around it? I was thinking of buying similar products from another distributor and submitting those documentations or maybe asking to change the category? Please I would appreciate any advice.


    1. Hey Muhammad,

      Unfortunately, there’s no way around or hack to get into Toys these days.

      Within the last couple years, Amazon’s gotten a ton of fines regarding the Toys category. So they’ve really tightened up on requiring certifications.

      The best way to get ungated in the category is just provide them with the certifications that they want to see. It takes a few submissions and some patience, but those who’ve worked at it eventually got through.

    1. Hey Greg,

      Typically, food and any sort of edible product will be gated since Amazon wants to make sure it’s “legit.” You’ll also need FDA certs to get it through customs. Supplements can be a tough tough category. But hey… the harder it is, the less competition (well, in theory at least haha). Remember, supps is how Tim Ferriss made all his money early on.

  57. Hey Dave,

    You mention there is a $3,000 “ungating fee” upon application approval of topicals. Is there a similar fee for Food and Beverage? I am getting ready to sell my private label on Amazon, and will deal with the hurdles ahead, but cannot afford an extra fee.

    Thank you!

    1. Hey Jean,

      Not that I’ve heard of. Doing a little reading in the forums (which, usually is a funky place to find information), it looks like most of the fees are for those who are selling branded items.

      Have you tried creating a listing for your product yet? Sometimes, that’s the easiest way to figure out exactly what AMZ is looking for.

  58. Thank you for sharing your knowledge in restricted categories. I have a question for you. I have a private label brand that I have been selling on Ebay for a couple of years. The product is replacement hair fibers, which is all natural, made from the cotton plant. I have tried twice to get approved to sell in beauty, and was denied both times due to Amazon could not verify my supplier’s address. My supplier is located in China. Have you ever dealt with this before? Wondering if I create a website, and just list myself as the manufacturer if this will solve the problem. When I started selling the product 3 years ago it would have been huge on Amazon, but now the niche is saturated. Nonetheless, as I already have the product I would still love to get it on Amazon. Any advice would be appreciated. Thanks again for the great post.

    1. Hey Billy,

      Your plan of listing yourself as the supplier might definitely work out. Sometimes, it might also help just to keep submitting it. Each time you submit any sort of documentation, it gets put into the hands of a different rep. Some reps are more friendly than others (sounds weird, but it’s true). If that doesn’t work, try that other method. And keep asking questions about how you can get it in. Every product is treated differently by seller support.

      I hope that’s helpful!

    1. David,

      Great question! I should have appended at the end of the article that there’s probably a few stray categories out there that I missed. Most of Amazon’s lists and requirements are pretty outdated (some as far back as 2015!). Looking at Topicals, it seems like this is something they started cracking down on in the last three months.

      Amazon says (found from a site that deals with Beauty products):

      You will need to produce the following.

      1. A recent invoice with all details matching your Amazon acc (if you’re a distributor).
      2. Packaging design with manufacturer name.
      3. GMP certificates OR proof of FDA registration for each product.

      There’s also a $3000 ungating fee upon successful application, and rumor has it no overseas manufacturers are approved. Even people with all the paperwork in place are having problems, and old time sellers have their sales go to 0 as they spend months trying to get ungated for products they were already selling and now can’t restock.

      Other sellers say:

      People are kind of losing their mind over this, especially the arb folks. Looks like Amazon whipped this one out last November and is answering every inquiry with a shrug and a “that’s just how it is.”

      Dave says:

      I’ve never sold topicals (as a rule, I stay away from anything that requires FDA). But it looks like they want you to have all of your ducks in a row to even get close, meaning you either need to be an official distributor or if you’re the manufacturer, you need to have all your paperwork. Topicals, moreso than a lot of things, probably come with a ton of liability issues.

      As I learn more on this topic, I’ll try to keep the community informed.

  59. Hi,

    Thanks for the insight.
    I am trying to list a product on the Toys and Games category, and it looks like I need approval to sell in the category. Amazon asks for an Invoice and a CPC (Children’s Product Certification), both of which I have obtained but they keep being rejected by Amazon, even after following the instructions to the letter.

    Any idea what I should do to get approval?



    1. Eve,

      That’s a new one by me, but I’m not surprised. Amazon’s been cracking down on certain categories and brands over the last year or two. Have you spoken to a rep directly, or have you been emailing the certifications?

      1. I have not spoken to a rep. I have been submitting the required documentation from my account. When I asked why the documents are not being accepted so I can fix them, they said that they cannot divulge that information because of their policies.

          1. I’m having the same trouble as Eve. Amazon allowed me to create the listing (and get the FNSKU etc, so I went ahead and ordered my private label toy from alibaba).

            But later when I tried to access I got the error message that it is restricted (I believe sub category toy building blocks is gated). And I’ve given endless documents to amazon to no avail – always seem to get the same robotic answer from them that my application is rejected because it does not fulfil all the requirements (despite clearly sending them everything they requested, marked and colour coded so that they don’t miss it). It was quite a frustrating experience until we decided to quit it, recalled our products to a local warehouse and are now selling them on ebay

            1. Interestingly, I ran into the same issue trying to list a toy product. Another one of us also tried listing her toy products and met similar issues–apparently, they’ve gotten very tough on CPCs. Fortunately, my product could also double as an office product, so I relisted (had to buy a new UPC though). I’ve tried reaching out to account execs that I know to see what’s up and no word. I’ll keep digging and see what I find out.

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