What Brands Are Gated On Amazon: Top Restricted Brands in 2025

So you want to know what brands are gated on Amazon? In this post we’ll list the top restricted brands and why Amazon restricts them. Keep reading to find out what it means to sell gated brands and how to navigate it.

Summary

• Amazon brand gating protects brands and consumers by only allowing authorized sellers to list specific products, reducing counterfeits.
• To sell gated brands you must meet strict requirements including providing verifiable documentation and proof of authorization from brand owners.
• Selling gated brands is profitable but comes with challenges, competition and legal compliance.

What is Amazon Brand Gating

Amazon brand gating is a way to protect both brands and consumers. It’s an approval process that third-party sellers must go through to sell specific brands or products on the platform. It involves multiple checks and balances to ensure only authorized sellers can list those items, to preserve the brand’s integrity and value.

Brand gating mainly reduces counterfeits, protects the brand’s reputation and customer trust. Brand restrictions on who can sell certain brands creates a controlled environment, means higher quality listings and better customer experience.

This benefits consumers and Amazon sellers too by increasing visibility and control over the brand’s product listings.

Why Amazon Restricts Certain Brands

Amazon restricts certain brands to combat counterfeiting which can severely damage a brand’s reputation and devalue genuine products. By brand gating Amazon ensures only legitimate products from trusted sellers get to the marketplace, eliminating unauthorized sellers.

Some categories like high-end electronics and luxury goods from brands like Apple or Chanel are more prone to counterfeits and consumer harm, so they are more likely to be on the list of restricted brands. Restricting these brands protects customers and Amazon’s reputation as a trusted platform for genuine products.

Brand gating protects consumers and brands from counterfeits. This applies to many categories, so sellers must comply with strict safety and compliance requirements before listing those items.

Amazon Brand Gating

To brand gate on Amazon, sellers must meet certain requirements to protect their own brand. Only Amazon Brand Registry members with a valid trademark can apply. This means only the brand owner can control who sells their products on the platform.

Sellers must provide official documents like recent invoices and letter of authorization from the brand owner to sell a restricted brand. They may also need to pay a non-refundable approval fee and list of product ASINs and document anti-counterfeit strategies. This covers all bases to protect the brand’s products from unauthorized sellers.

The review period is 3-5 weeks. During this time Amazon reviews the documents and verifies the seller’s eligibility. Sellers will be notified if their product listings require proof of authorization so a controlled and secure marketplace.

Amazon Brand Registry: Protecting Your Brand

Amazon Brand Registry is a powerful program designed to help brand owners safeguard their intellectual property and maintain control over their brand’s presence on Amazon. By enrolling in this program, brand owners can ensure that only authorized sellers are allowed to list their products, significantly reducing the risk of counterfeit or unauthorized sales.

To join the Amazon Brand Registry, brand owners must provide proof of ownership, such as a trademark registration or a utility patent. Additionally, they must agree to Amazon’s terms and conditions, which include stringent requirements for product quality, customer service, and intellectual property protection.

Once a brand is registered, Amazon collaborates with the brand owner to identify and remove unauthorized sellers and counterfeit products from the platform. This proactive approach helps maintain the brand’s integrity and protects customers from purchasing fake or substandard products.

The benefits of Amazon Brand Registry extend beyond just protection. Brand owners gain:

• Increased visibility and control: Enhanced control over how their brand is presented on Amazon.
• Monitoring and enforcement tools: Tools to monitor and enforce intellectual property rights effectively.
• Access to performance reports: Detailed analytics and performance reports to track brand success.
• Customizable brand store: The ability to create a dedicated brand store and customize product listings.
• Priority customer support: Access to Amazon’s priority customer service and support.

Overall, Amazon Brand Registry is an essential tool for brand owners aiming to protect their intellectual property and maintain a strong, controlled presence on Amazon.

Restricted Brands on Amazon

Popular gated brands on Amazon include Nike, Apple and Chanel. These brands are gated to protect their intellectual property and product quality on the platform. For example Apple is restricted due to legal actions or policy warnings, sellers must get proper authorization before listing their products.

Other restricted brands include high-end fashion and electronics which are more prone to counterfeits. Gating these brands means only authorized sellers can sell restricted brands, preserves their integrity and value. Examples of such restricted brands include Australian Gold Avalon Hill, Glo Skin Beauty, The Body Shop, The Genius Brand, The Pioneer Woman, and Paws Fox Racing Fred.

Categories with Most Gated Brands

Health and Personal Care, Baby Products and luxury items are more likely to have gated brands due to counterfeits and consumer safety. These categories have high demand high value products, so more likely to be targeted by counterfeiters.

Burberry and Chanel in luxury and Apple in electronics are often gated to protect their integrity and consumer safety. Sellers can check for restrictions on specific products through Seller Central and make sure they meet all requirements before listing.

List of Gated Brands on Amazon

Below is a partial list of some of the brands currently gated on Amazon. Keep in mind this list is not exhaustive, as Amazon continuously updates its gated brands based on market conditions and brand agreements.

Partial List of Gated Brands

Fashion and Apparel:

• Nike
• Adidas
• Under Armour
• Louis Vuitton
• Tory Burch
• Victoria's Secret

Toys and Games:

• Lego
• Mattel
• Hasbro
• Funko
• Marvel (e.g., Avengers, Spider-Man)
• Disney (including Frozen and Star Wars)

Beauty and Personal Care:

• MAC Cosmetics
• Clinique
• Smashbox
• Too Faced
• Yves Saint Laurent
• Maybelline
• CeraVe
• L'Oréal
• Kérastase

Electronics:

• Apple
• Samsung
• GoPro
• Sony
• Microsoft (e.g., Xbox)
• Nikon

Household and Consumer Goods:

• Arm & Hammer
• Duracell
• Purell
• Tide

Health and Wellness:

• Nature's Bounty
• Neutrogena
• Vichy

Sports and Outdoor Gear:

• The North Face
• Patagonia

Luxury Goods:

• Versace
• Armani (Giorgio Armani)
• Salvatore Ferragamo

Baby Products:

• Fisher-Price
• Graco

Miscellaneous:

• Birkenstock (footwear)
• Makita (power tools)
• Le Creuset (cookware)

How to Get Approved to Sell Gated Brands

Getting approved to sell gated brands is a thorough and strict process. Sellers must provide proof of authorization like recent invoices and written consent from the brand owner dated within 90 days.

Having relationships with authorized distributors can help with the approval process. Sellers may also need to pay a non-refundable fee and meet specific purchase quantity requirements.

Using Seller Central for approval and following the guidelines will make the process easier and more successful.

Verifiable Invoices and Brand Authorization

Amazon requires verifiable invoices and letters of authorization to prevent fake complaints and intellectual property issues. Sellers should request a letter of authorization on company letterhead with seller information and authorized products.

Read and understand the agreements with brand owners carefully to fulfill the obligations and avoid submission errors. Applications must be submitted by the trademark owner to verify authenticity and authority.

Use Seller Central for Approval Request

To apply for approval sellers must log in to Seller Central and click ‘Add A Product’ to start the process. By searching for the product and applying to sell it sellers can make the process easier and make sure all documents are submitted.

Selling Gated Brands

Selling gated brands has challenges and opportunities. Gated brands have less competition so higher profit margins and access to premium brands and hot categories, block counterfeit sellers to increase revenue.

But sellers face intense competition so price wars and listing limits. Having strong relationships with brand owners and good seller support reputation can improve opportunities and visibility.

Legal and Compliance

Legal and compliance is key. Sellers must follow strict guidelines to avoid account suspension and legal actions. Understanding and following the laws is crucial to avoid penalties and account issues.

Take proactive steps like trademark and copyright compliance, brand registry and monitoring for unauthorized sellers can help protect a brand. Sellers should also do thorough due diligence to verify product authenticity before filing an intellectual property infringement claim.

Working with legal professionals who are e-commerce law experts can help you navigate the legal complexities.

Consequences of Violating Amazon Policies

Violating Amazon’s policies can lead to severe consequences for sellers, impacting their business and reputation. Here are some of the potential repercussions:

• Account suspension or termination: Sellers who violate Amazon’s policies, including those related to intellectual property and restricted brands, risk having their accounts suspended or permanently terminated.
• Loss of sales and revenue: Policy violations can result in significant loss of sales and revenue, as well as damage to the seller’s reputation.
• Intellectual property infringement claims: Sellers may face intellectual property infringement claims from brand owners, leading to costly lawsuits and settlements.
• Removal of products from Amazon: Amazon may remove counterfeit or unauthorized products from the platform, resulting in lost sales and revenue.
• Damage to reputation: Violating policies can tarnish a seller’s reputation with customers and brand owners, making future sales more challenging.
• Financial penalties: Amazon may impose financial penalties, including fines and fees, on sellers who violate its policies.
• Loss of access to Amazon’s Fulfillment by Amazon (FBA) program: Sellers who breach Amazon’s policies may lose access to the FBA program, complicating product storage and shipping.

To avoid these severe consequences, it is crucial for sellers to adhere to Amazon’s policies and guidelines diligently. Compliance not only protects the seller’s business but also ensures a trustworthy and reliable marketplace for all.

Mistakes to Avoid When Applying for Brand Approval

Mistakes in applying for brand approval can lead to severe legal consequences and reputation damage. Selling counterfeit or unauthorized products in gated categories is high risk, account suspension and legal issues.

To avoid these, sellers must verify product authenticity, buy from authorized sources and avoid suspiciously low priced products. Focus on authenticity and legal compliance during the application process will increase approval chances and protect the seller’s reputation.

Alternatives to Selling Gated Brands

If sellers can’t get approved for gated brands, exploring other options can open up new revenue streams. Focusing on ungated categories will give access to a wider customer base without the restrictions.

Create private label products will give you unique offerings not gated. Sellers can also explore categories with less restrictions to maintain profitability and avoid the hassle of brand gating.

Services and Tools for Brand Gating

There are various services and tools to help with brand gating on Amazon. Category research tools and documentation services will help sellers navigate the ungating process more easily.

Using professional ungating services will give you more access to gated product categories and potential sales. Check the track record and customer success stories of these service providers to make informed decisions.

How to Evaluate Ungating Services

When evaluating ungating services sellers should consider industry experience and how long the service provider has been in business. Check the success rates to know how effective the service is in getting approvals for their clients.

Customer support is also key; make sure the ungating service provides support throughout the process. Read testimonials and reviews from previous clients to know how the service performs and reliable.

Conclusion

In a nutshell, knowing and navigating Amazon’s brand gating is crucial for sellers who wants to sell high demand brands. From the reasons why brands are restricted to the application process and legal considerations, this guide covers everything you need to know to sell gated brands on Amazon.

It may seem tough but the higher profit margins and access to premium brands is worth it. By following the guidelines, building relationship with brand owners and using professional services, sellers can navigate the brand gating and open up new opportunities for growth and success.

FAQs

What is a gated brand on Amazon?

A gated brand on Amazon means products or brands that requires sellers to get approval before listing them, to ensure higher level of trust and quality for the buyers. This involves verifying the authorization linked to specific ASINs in the seller’s catalog.

What are gated products?

Gated products are restricted items on platforms like Amazon which limits who can sell them to protect the brands and buyers. This ensures higher quality and brand integrity in the market.

Why does Amazon use gating for products?

Amazon uses gating to protect brands from counterfeiting and to maintain high seller standards, to give better customer experience. This also prevents overcrowding in categories.

How to get ungated to sell gated products?

To get ungated to sell gated products, request approval through your Seller Central page by searching for the specific item and apply to sell it. It’s a simple process to ensure you have the necessary permissions.

Benefits of selling gated products?

Less competition and higher profit margins. Access to premium brands and trending categories. Your market position.