What can you sell on Amazon without approval?
Prashant Rana
Founder & CEO of Sipransh Ecommgrowth | Amazon Advertising & PPC Marketing Expert, Amazon Consulting Agency
Whether you’re looking to sell your first product or expand your existing product line, you first need to check if the product you’re selling falls into a restricted category.
You can’t randomly pick a product and start selling it. Along with checking profitability, price, availability, and many other factors, you also need to confirm whether the product is eligible to be sold on Amazon. While most products are eligible, you must ensure your product isn’t in a gated category.
In this blog, our Amazon experts have answered all the questions related to Amazon gated and ungated categories.
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Why has Amazon introduced category restrictions?
Before 2015 or 2016, when the online selling boom hadn’t fully taken off, many sellers and Amazon seller agencies abused the system by buying name-brand products from retail stores and reselling them at a discount without any arrangement with the manufacturer or proof of authenticity. This practice was common on platforms like Amazon as well.
Amazon wanted to take control of the situation to ensure the authenticity and quality of the products sold on its site. After all, Amazon prides itself on being the most “customer-centric company in the world.” To protect its customer base, Amazon imposed restrictions on certain categories. The main reason for doing this was to maintain a high level of quality, safety, and trust for its customers.
By gating risky categories, such as electronics or luxury goods, Amazon can easily verify the authenticity of the products and reduce the risk of counterfeit or fraudulent goods. Amazon doesn’t want just anyone selling in categories that require specialized knowledge, like health supplements or baby products, ensuring sellers are well-informed and compliant with regulations.
While these restrictions may seem challenging, they serve the greater good. Instead of being frustrated by them, it’s important to understand why they are necessary to protect customers and maintain trust in the platform.
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What are gated categories on Amazon?
A gated category means that sellers must obtain approval from Amazon before they can list and sell products in those categories. For example, if a random seller wanted to sell supplements, which are products people consume, imagine the risk if someone with little knowledge sold low-quality supplements. Would it pose a health risk? Absolutely. Could it damage Amazon’s reputation? Yes, without a doubt.
To prevent this, Amazon imposes restrictions. Sellers must submit relevant documentation, demonstrate their expertise, or meet specific performance standards set by Amazon in order to sell in these categories.
Gated categories:
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What are ungated categories on Amazon?
As the name suggests, these categories are not gated — they are open to all. You can list and sell products in them without needing prior approval. These categories are ideal for new Amazon sellers who want to start selling right away without getting buried in paperwork and documentation.
However, just because you’re selling in an ungated category doesn’t mean you’re left with only less profitable options. In fact, many ungated categories include highly profitable opportunities, allowing you to sell and remain competitive while still being profitable.
Ungated categories:
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Note that while some categories are generally open, certain subcategories may still require approval. Be sure to familiarize yourself with the specific rules of these categories before listing your products.
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Product categoryApproval requiredAmazon Device AccessoriesNoAmazon KindleNoAutomotive & PowersportsNoBaby Products (excluding apparel)No, but certain sub-categories require approval.BeautyNoBooksNoCamera & PhotoNoCell Phones & AccessoriesNoCollectible CoinsYesConsumer ElectronicsNo, but some products may require pre-approval.Entertainment CollectiblesYesFine ArtYes, but new seller applications are limited.Grocery & Gourmet FoodsNo, but certain sub-categories require approval.Health & Personal CareNo, but certain sub-categories require approval.Home & GardenNoIndependent Design–Industrial & ScientificNoKindle Accessories and Amazon Fire TV AccessoriesNoMajor AppliancesNoMusic and DVDYesMusical InstrumentsNoOffice ProductsNo, but certain sub-categories require approval.OutdoorsNo, but certain sub-categories require approval.Personal ComputersNo, but certain sub-categories require approval.Pet SuppliesNo, but certain sub-categories require approval.SoftwareNo, but may be required for specific products.SportsNoSports CollectiblesYesTools & Home ImprovementNoToys & GamesNo, but certain sub-categories require approval (e.g., Children’s toys).Video, DVD & Blu-rayYesVideo GamesNo, but may be required for specific products.WatchesYes
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What are restricted categories on Amazon?
There is also a third category for selling on Amazon, which includes products you cannot sell. This category is divided into two types. The first type requires approval from Amazon before listing products, while the second consists of items that are entirely banned from sale, meaning you cannot obtain approval for these products.
Products may be restricted if:
Amazon takes policy violations very seriously. If you’re considering bending or breaking their rules, be aware of the potential consequences:
Restricted categories on Amazon
Restricted products on Amazon
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Gated vs. ungated categories: Which is the right choice?
It depends. Both gated and ungated categories have their own advantages and disadvantages:
CategoryProsConsGated– Less competition: Fewer sellers, potentially higher margins.– Approval process: Requires time and documentation.– Quality assurance: Amazon’s oversight can reduce risk.– Restricted access: Limited to certain categories.– Enhanced credibility: Approval can add to product credibility.– Complex requirements: May need specialized knowledge.Ungated– Quick start: Easy to list and sell products immediately.– High competition: More sellers, which can reduce margins.– Broader access: More categories available for listing.– Risk of low-quality listings: Less oversight on product quality.– Less documentation: No need for approval or extensive paperwork.– Potential for counterfeits: Higher risk of counterfeit products.
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Ultimately, the choice is yours. If you have a specific product that you manufacture or are passionate about, you will need to go through the approval process. If you’re not up for it, you can always seek help from Amazon consultants at SIPRANSH ECOMMGROWTH.?
However, if you’re a new seller looking to start for the first time, ungated categories are a good option. They are easier to enter and involve less hassle.