As an Amazon seller, you may be limited as to the categories of items you can sell. These restrictions are referred to as gated categories.
What does it take to “ungate” them? Read on for details on ungating Amazon and achieve greater online sales success.
What are Gated and Ungated Categories on Amazon?
If you sell on Amazon, chances are you’ve heard at some point about gated or restricted categories. These are categories of items that you may not be allowed to sell in.
This might sound surprising, since Amazon is the “place for everything.” Whether you need pet food, clothes, or gardening supplies, chances are you’ll find it here.
But just because buyers can find everything they need in one place doesn’t mean sellers can cater to every buyer’s whim and wish.
Yes, you CAN sell on Amazon, but you might need special permission to sell specific products.
These products are “gated” at the category level. Amazon does this to maintain high integrity among certain classes of products.
The downside: you can’t list certain items as easily as others. The good news: there are some things you can do to earn a key, so to speak, and unlock access to those categories as a seller.
Let’s go through the rules of the system, including which categories are restricted and what you can do to ungate them.
Amazon Gated vs Ungated Categories: A Definition
Before we dive into specifics, let’s back up a bit to consider the difference between gated vs. ungated.
Any business can sell things on Amazon. In many cases, this is as easy as uploading your product listings at your own convenience. If you’re able to do this on your own, then those products are considered “ungated.”
However, if your products fall into a gated category, then you will need special permission from Amazon to list those products.
How do you get permission? It’s really up to Amazon. The company might look for things like your performance history or see if your product meets certain criteria. In some cases, you might have to pay additional fees to list those products.
The main reason for these extra hoops to jump through comes down to quality. Amazon has a duty to millions of customers to ensure they get high-quality items. Since some products are more prone to quality issues than others, they may require a little extra vetting.
So when you do get access to these gated categories, consider yourself a luxury insider. Not everyone makes it to this step. That’s really a good thing.
When your product passes Amazon’s screening test, you are no longer gated. You’re ready to make some sales!
Keep in mind that this vetting process only applies to sellers who are trying to sell in gated categories. There are tons of ungated categories, too, which means you may not have to go through any extra processes to sell.
What Amazon Categories are Gated?
Throughout its 25+ year history, Amazon has shortened its leeway on which categories are ungated. This isn’t surprising: as the company experiences more feedback from customers, it can better adjust to hold sellers accountable.
In 2020, the list of gated Amazon categories included the following:
- Grocery & Gourmet Food
- Jewelry
- Music
- Video, DVD, and Blu-Ray
- Watches
- Automotive & Powersports
- Some subcategories of baby items, including diapers, feeding, strollers, car seats, and more
- Specific products in consumer electronics
- Collectible coins
- Fine art
- Entertainment collectibles
- Some subcategories of health & personal care
- Sports collectibles
- Some subcategories of toys & games
- Some subcategories of office products
- Some subcategories of outdoors
- Some subcategories of personal computers
- Some subcategories of pet supplies
- Some subcategories of software
You can view the complete list here.
Looking at this list, it’s easy to see why Amazon imposes stringent requirements of its sellers in these categories.
For starters, items like watches and fine art take in-depth expertise and knowledge to sell these products.
Amazon’s goal in vetting sellers is to ensure they are experts in their field and can maintain high standards.
Other categories like music and movies are prone to counterfeit, so Amazon takes care to allow only trusted sellers for these items. Customers should trust they’re getting real copies of whatever album or movie they order, not a bootleg version.
Why Brands Should Focus on Ungating Themselves
Do some of your products fall under the categories listed above? If so, don’t panic!
Selling in a gated category should not discourage you from trying to sell on Amazon.
E-commerce as a whole is extremely saturated. Because Amazon has the largest share of the online market, many sellers and businesses are relying on the platform to grow their sales.
Sellers in gated categories have a unique advantage. Because not all companies are willing to go the extra mile to “ungate” themselves, and not all companies who try will actually be successful in ungating themselves, then this is a clear way to get ahead of your competitors.
The phrase “It’s lonely at the top” applies here. Achieving such high standards puts you in a category all your own. You can stand out from saturated listings that are easy to come by. Your business will look more authentic and higher quality. More sales and conversions are byproducts of this.
To put simply, the more sellers there are in a category, the more competition you have and the fewer sales you stand to make. For gated categories, the opposite is true. You have less competition, which can help you capitalize on the market.
In fact, gated categories are blocked from new sellers altogether, giving them a level of exclusivity. This not only means fewer competitors, but may also discourage new sellers from even attempting to sell in these categories.
Amazon Has a Prohibited Product Claims Policy, Too
In addition to gated or restricted categories, Amazon has a separate policy concerning certain products, known as the prohibited product claims policy. This policy states that sellers cannot sell any item that claims to prevent, treat, cure, or mitigate diseases in humans or animals without FDA approval.
For example, if you have a weight loss product that claims to cure obesity, you cannot market it this way unless it’s been approved by the FDA.
Remember, Amazon has a duty to its customers. If it allows sellers to sell products with false claims, it doesn’t make the platform look trustworthy.
If you can’t back up any claims with FDA data, Amazon will freeze your account.
What If You Violate Amazon’s Policies?
There should be no cause for alarm if you are selling quality products, not selling restricted products, and are honest in the way you represent your company and items for sale.
However, some sellers think they can skirt the system and gain access to gated categories by cleverly listing their products in a different way. Trust me, you WILL regret it! Gated categories are gated for a reason. It’s hard to argue with this.
If you get caught, you’re not going to like the consequences. In some cases, you might have your seller status suspended, or even terminated.
These risks also apply for sellers who have gained access to a gated category but don’t live up to Amazon’s high expectations. Once you become ungated, you’ll need to work just as hard to maintain your elite status.
The best way for you to ensure you don’t lose access to a gated category is to know Amazon’s expectations and set yourself up for success.
Ungating Amazon Categories: Final Thoughts
Becoming an Amazon elitist and ungating yourself as a seller might seem daunting, but know that it’s not impossible. After all, there are people selling in these categories, and you can be one, too.
Be prepared to prove that you value customer service, product quality, and your reputation. Follow the rules. And understand why these categories are gated to begin with: Some sellers just aren’t legitimate experts to sell in these categories.
If you want to grow your business, applying to sell in a gated category is an excellent step in the right direction. The process itself isn’t complicated, plus you stand to gain more exposure and sales while facing less competition.
