Selling on Amazon is one of the fastest ways to reach millions of buyers. However, success attracts risks. Counterfeiters and unauthorized sellers often copy products, list them under your brand, and undercut your prices.
This not only reduces sales but also harms your reputation. Customers may end up with fake items and associate the poor quality with your brand.
This is where Amazon Brand Gating becomes essential. It is a protection system designed to control who can sell your products. Only authorized sellers get approval to list, and counterfeiters are blocked.
In this guide, we will cover everything about Amazon Brand Gating, from how it works to requirements, costs, and benefits. By the end, you will know how to safeguard your products and maintain customer trust.
What is Amazon Brand Gating?
Amazon Brand Gating is Amazon’s system that restricts access to specific product listings. Once your brand is gated, only authorized sellers can list those ASINs. Unauthorized resellers are blocked unless they provide proof of authorization and meet strict criteria.
The system was created to fight counterfeits and protect intellectual property. It ensures that products sold under your brand are genuine and approved. Gating also helps control product listings, keeps prices stable, and prevents resellers from damaging your brand image.
When a product is gated, third-party sellers must show invoices, authorization letters, and pay a fee before they can even apply to sell. This makes it very difficult for counterfeiters to slip through.
Why is Amazon Brand Gating Important?
Amazon is the world’s largest online marketplace, which makes it a target for counterfeiters. Unauthorized sellers can list fake products quickly, sometimes at lower prices, attracting unsuspecting buyers. This can lead to:
- Loss of sales revenue
- Customer complaints and returns
- Damage to brand reputation
- Price erosion caused by resellers
- Poor customer experience
By using brand gating, you protect your business in multiple ways:
- Counterfeit prevention Amazon: Gating blocks fake products from appearing under your brand name.
- Brand reputation protection: Customers only receive genuine products.
- Price control: Prevents unauthorized sellers from undercutting pricing.
- Trust building: Shoppers trust brands that actively protect their products.
- Long-term growth: Reduces risks and ensures stable performance on Amazon.
Without brand gating, you leave your listings open to hijackers. With it, you gain control and strengthen your Amazon brand protection strategy.
How Does Amazon Brand Gating Work?
The process begins when your brand joins the Amazon Brand Registry. Once enrolled, you can request brand gating for specific ASINs.
Here is how it works:
- Brand Registry Enrollment: You must own a registered trademark and have your brand verified.
- ASIN Selection: You compile a list of products you want gated.
- Documentation: Amazon requires invoices from manufacturers or distributors, proof of authorization, and details of counterfeit prevention strategies.
- Seller Restrictions: Unauthorized sellers cannot list unless they apply for approval.
- Approval Requirements: Sellers must provide three invoices, proof of authorization, pass a performance check, and pay the Amazon brand gating fee of $1500.
This fee and strict process discourage counterfeiters. Genuine resellers can still apply, but only if they meet Amazon’s conditions.
Step-by-Step Guide to Setting Up Amazon Brand Gating
1. Enroll in Amazon Brand Registry
This is the foundation. You must register your trademark and complete the Amazon Brand Registry application. Requirements include:
- A valid registered trademark
- Verification as the lawful trademark owner
- Product images showing the trademark
- Categories and countries of distribution
2. Maintain a Professional Seller Account
Amazon only allows brand gating for sellers with a professional account. This is a mandatory requirement.
3. Compile ASINs for Protection
Prepare a list of the products you want to gate. Start with bestsellers or those most at risk of counterfeiting.
4. Submit Documentation
Provide invoices from authorized distributors, authorization letters, and counterfeit prevention proof. This demonstrates that you actively protect your intellectual property.
5. Approval Process
Once submitted, Amazon reviews your application. Approval can take a few weeks, depending on documentation and brand history.
How to Check if an ASIN is Brand Gated
If you want to verify whether an ASIN is gated, follow these steps:
- Log into a different seller account.
- Go to Seller Central and click Catalog / Add a Product.
- Search for the ASIN.
- If the ASIN is brand gated, you will see a notice saying “You need approval to list in this brand.”
This is the easiest way to confirm if your product is restricted.
Amazon Brand Gating Requirements
Not every brand qualifies. To be eligible, you must meet the following requirements:
- Enrolled in Amazon Brand Registry
- Professional seller account Amazon
- Proof of authorization to sell
- Invoices from manufacturers or distributors dated within 90 days
- Strong seller performance history
- Trademark registration Amazon
Amazon may also require additional documents such as counterfeit prevention plans or proof of intellectual property rights.
Amazon Brand Gating Fee
A major part of the process is the fee. Sellers must pay $1500 per ASIN for approval. This fee is non-refundable and applies to resellers, not the brand owner. It discourages unauthorized sellers from applying, since counterfeiters rarely invest such amounts.
For legitimate resellers, this ensures that only serious and authorized partners list your products.
Amazon’s Tools for Brand Protection
Counterfeit Crimes Unit
Amazon created this unit in 2020 to fight global counterfeiters. The team works with brands and law enforcement to identify and prosecute fraudulent sellers.
Transparency by Amazon
This program gives unique barcodes to products. Each item is verified before shipping, ensuring customers receive authentic goods.
Project Zero
This program combines automated protections, self-service counterfeit removal, and product serialization. It allows brands to take immediate action against counterfeit listings.
Common Challenges in Brand Gating
While brand gating offers strong protection, some challenges include:
- High cost for resellers
- Time-consuming approval process
- Strict documentation checks
- Possible rejections if documents are incomplete
- Limited access for smaller brands without trademarks
Despite these challenges, the benefits outweigh the risks, especially for brands serious about long-term protection.
Best Practices for Protecting Your Brand on Amazon
Even with brand gating, you should continue active monitoring. Follow these best practices:
- Regularly check product listings for unauthorized sellers
- Use Amazon’s reporting tools for violations
- Enroll products in Transparency
- Send cease-and-desist notices when needed
- Maintain strong distributor agreements
- Continuously update Amazon with counterfeit prevention strategies
By staying proactive, you strengthen your intellectual property rights and protect your business from new threats.
FAQs on Restricted Products on Amazon
The fee is $1500 per ASIN, paid by resellers applying to sell gated products.
It can take 1 to 3 weeks depending on documents and brand history.
Yes, but you must have a registered trademark and meet requirements.
Use Seller Central’s “Add a Product” tool. If gated, you will see a notice requiring approval.
Yes. It protects against counterfeiters, stabilizes pricing, and builds customer trust.
Invoices, authorization letters, and proof of trademark registration are mandatory.
It verifies product authenticity with unique barcodes, reducing counterfeits.
Final Thoughts
Amazon is full of opportunities, but it also attracts counterfeiters. Protecting your intellectual property is not optional. Amazon Brand Gating gives you the control to decide who sells your products. It keeps counterfeiters away, prevents price erosion, and builds stronger trust with buyers.
While the process requires documents, time, and strict compliance, the results are worth it. With tools like Brand Registry, Transparency, and Project Zero, Amazon is making progress against counterfeiting.
At Sellexio, we help sellers every step of the way, from trademark registration to brand gating approval. If you want to secure your brand and maximize your success on Amazon, now is the time to act.
Let’s Discuss Your Amazon Growth Strategy
Error: Contact form not found.