Amazon Restricted Categories: Your 2018 Guide to Getting Ungated

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Maybe this situation sounds familiar. You’ve sourced an awesome product on Amazon (using Jungle Scout, of course), know that it’d be totally killer and make you a ton of sales and super-duper rich, but lo-and-behold you can’t sell it because of Amazon restricted categories. Sad trombone!

Of course, there’s plenty of sellers who operate in Amazon restricted categories. They’re selling thousands of dollars worth of of protein powders, wedding rings, watches, and fine art monthly.

“How’d those turkeys get to sell that stuff?” you curse, shaking your fist at your Amazon seller central screen. Sighing, you go back to looking at kitchen products, toys, sports and outdoors and the other “ungated” categories.

What Are the Amazon Restricted Categories?

As of this writing, there are 18(ish) Amazon restricted categories in the US market. They are:

• Automotive and Powersports
• Clothing, Accessories, Shoes, and Luggage
• Collectible Books
• Collectible Coins
• Entertainment Collectibles
• Fine Art
• Fine Jewelry
• Gift Cards
• Grocery and Gourmet Foods
• Kindle Accessories
• Major Appliances
• Sexual Wellness
• Sports Collectibles
• Textbook Rentals
• Toys & Games (Holiday Guidelines)
• Video, DVD, and Blu-ray
• Watches
• Wine

Why Do Amazon Restricted Categories Exist?

Understand Amazon’s Point-of-View

Every single requirements page for the Amazon restricted categories reads the same:

“Amazon limits the addition of new sellers in [this] category to ensure that customers can buy with confidence from all sellers on Amazon.com.””

Amazon’s chief focus is customer service. Not only is the “customer always right” with Amazon, they’re pretty much the only thing that matters. After all, Amazon spent the first 20 years of its existence sans profit, essentially giving away goods and services to build their monstrous rep. Market trust was all that mattered.

Now, in 2018, Amazon’s brand is impeccable. And they plan to keep it that way, especially when it comes to third-party sellers like you and I. Naturally, the terms-of-service, performance metrics, reviews, and feedback services help guard Amazon’s reputation from sellers who don’t care. But another way Amazon protects itself is through the Amazon restricted categories.

Collectible, Dangerous, High Quality, and Regulated Goods

The Amazon restricted categories break down into three basic types: collectibles that have specific condition requirements, high quality expert items, and goods that are regulated by state and/or federal law.

Amazon wants its customers to know that if they order a piece of sports memorabilia, for example, that it’s not some knockoff. Or if they order a bottle of wine, it’s not some illegal bathtub hooch. Therefore, the Amazon restricted categories are in place to protect Amazon’s three billion monthly shoppers.

Selling Products in Amazon 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 on each of the product categories according to Amazon, sources around the web, and my own experience.

Why three sources? Well, Amazon has conflicting information in its own database. For example, the requirements under toys and games for the holidays still lists 2015’s rules. Also, a few of the links to the requirements pages come up dead or as “an error.” Guess we can’t blame them for being super busy.

. . .

Automotive and Powersports

Automotive and Powersports (Automotive Accessories, etc.) cover products that can be used with cars, trucks, and other motor vehicles. Products include replacement parts, performance parts, tires and wheels, tools and equipment, interior/exterior accessories, fluids, and more.

Amazon says:

• You must be on the professional selling plan.
• You must have compliant product images that can be reviewed on either an independent website or an image hosting site.
• All major brands must be listed with universal product codes (UPCs).
• All certified refurbished Automotive & Powersports products must be warranted by the manufacturer or remanufacturer.
• You must have reviewed the Automotive & Powersports Part Finder and Fitment Data page in its entirety if you plan on selling fitment-specific products (products that only fit certain vehicles).

Other sellers say:

• Additionally, you need to have a website set up. For most private label sellers, this isn’t a big deal. However, resellers tend to run into issues.

Dave says:

• I’ve had access to sell on Amazon’s automotive category since 2015 (when I was still in the car business). Back then, all it took was a clean selling record and filling out a short application. If I remember correctly, the application went through almost immediately (robo-approver).

. . .

Clothing, Accessories, and Luggage (Fashion)

Clothing, accessories, luggage, shoes (all of these kinda fall under the blanket “fashion” category) is Amazon’s diverse wearable department. This includes clothing and other wearables for men, women, children, and babies. There’s shoes, non-Fine jewelry, purses, coats, hats, and more.

Amazon says:

• You must be a professional seller.
• You must fill out the approval form.

Other sellers say:

• Supposedly, you need to have a traditional retail business selling clothes to meet the requirements for selling clothing, accessories, and luggage.

Dave says:

• This is another category I got into early on. Approval was quick. I’m not so sure about the requirements these days (please share if you have any inside insights in the comments below).

. . .

Collectible Books

Amazon got its start with used books and in 2018 books are still a big part of Amazon’s library. Most books have an option for collectible books. Collectible books are different than used books in that they cover signed, limited first edition, or have other desirable qualities that can reasonably be assumed to increase a book’s value for a collector.

Amazon says:

• Collectible books must be listed using the publisher’s ISBN-10 or ISBN-13, where available.
• For pre-ISBN books or books published without ISBNs where no existing page is found in the Amazon.com catalog, sellers must create new product pages using the following information: author, title, publisher, date of publication, and place of publication.
• Sellers must have low order defect rates and high seller performance ratings on Amazon.com or an Amazon site to be considered for approval to list in the Collectible Books category.
• Sellers must provide a full refund for all items returned within 30 days.
• For product quality, all books listed in “Collectible” condition must be signed, limited first editions, or have other desirable qualities that could reasonably be assumed to increase the book’s value to a collector.
• All products must be authentic. We do not allow any counterfeit, replica or knock-off products.
• All products must meet North America product safety standards.
• All listing data and images must be suitable for all ages and appropriate for our global community.

Other sellers say:

• This is one of the easier Amazon restricted categories to ungate and requires a short application and good account health.

Dave says:

• I ungated this category a few years ago. Like other sellers say, I don’t think there was too much trouble getting access here.

. . .

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 seller’s inventory must be graded by NGC or PCGS, or be from a legally recognized government mint.
• If 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 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 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.

Other sellers say:

• There does not appear to be a whole lot of sellers trying to break into this category. However, Amazon’s information is pretty thorough.

Dave says:

• I have never sold collectible coins on Amazon. Reading Amazon’s requirements, it’s obvious that it’s a pretty tough category to get into.
• For products like novelty Bitcoins and fake cash, sellers list those products under Clothing, Shoes, and Jewelry or Toys and Games.

. . .

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 Customer Metrics at or below required levels.
• 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:

• Reading the forums, it seems like entertainment collectibles is one of the easier-to-get-into Amazon restricted categories.

Dave says:

• I haven’t sold products in entertainment collectibles.
• Amazon’s page doesn’t give a traditional online application, but requires that you contact [email protected]
• Judging by the requirements, an experienced seller shouldn’t have too much trouble getting approved.

. . .

Fine Art

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

Amazon says:

• Sellers must be in [the business of selling fine art] for a minimum of 3 years
• Sellers must have “significant online presence through a proprietary or third-party site.”
• Sellers must have “application of a curatorial element to your gallery selection through yearly exhibition schedules, published essays, or exhibition catalogs.”

Other sellers say:

• Self-represented artists may not sell on Amazon.
• For mass-produced art, there are sub-categories for selling those products in Home & Kitchen.
• Etsy or Ebay are far easier to sell original art than Amazon.

Dave says:

• Amazon’s fine art section is for the big time stuff and for gallery owners/art agents only.

. . .

Fine Jewelry

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

Amazon says:

• All 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.
• All items must be properly set up according to Amazon’s Categorization of Fine vs. Fashion Jewelryguidelines.
• All products must be authentic, ie no knock-offs.
• Listing of items priced 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 Amazon.com sellers.
• Sellers must have at least 12 months of prior selling experience on Amazon, with annual revenue of at least $50,000 on Amazon.
• Sellers applying to list Fine Jewelry must have an existing business with at least one brick-and-mortar store and annual revenue of at least $50,000.
• 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:

• The Fine Jewelry category comes with a $5,000 entry fee to ungate the category (due after quality testing).
• You must submit a spreadsheet of products with at least 10 products for quality testing purposes.
• Amazon may test you once every six-to-twelve months.
• Fine jewelry is the strictest of all the Amazon restricted categories.
• If you’re interested in selling non-fine jewelry, the fashion category is the best place to go. It’s 100x easier to get into.

Dave says:

• Like Fine Art and Wine, this is a category only 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.

. . .

Gift Cards

A gift card is a prepaid stored-value money card usually issued by a retailer or bank to be used as an alternative to cash for purchases within a particular store or related businesses. On Amazon, you can buy Amazon gift cards as well as gift cards to restaurant chains, Starbucks, and more.

Amazon says:

• Amazon does not offer much for getting pre-approved with gift cards beyond “make sure that it has the advertised amount on the card.”

Other sellers say:

• Supposedly, unless you are the actual company that sells the gift card, you are unable to sell gift cards on Amazon.

Dave says:

• This is mostly a category for resellers and arb folks. Unless you’re a massive company with a huge product line and a demanding customer-base, you probably won’t need to get into this Amazon restricted category.

. . .

Grocery and Gourmet Food

The grocery and gourmet food department’s products are all consumable products available for purchase on Amazon. This category includes hot and cold beverages, snacks, breakfast foods, cooking staples, baby food, and even flowers and plants.

Amazon says:

• You must be registered as a seller on the Professional Selling plan.
• You must meet the following seller performance targets:
  • Order defect rate: < 1%
  • Pre-fulfillment cancel rate: < 2.5%
  • Late shipment rate: < 4%
• You must provide us with acceptable documentation (such as product invoices) and other information we request about the products you intend to sell. After you request approval to sell in the Grocery & Gourmet Food category, we will contact you with additional information.
• You are not required to have your own company website, but if you have one it will be helpful to us to review it during the application process.

Other sellers say:

• This is one of the trickier Amazon restricted categories. You must have detailed invoices showing the origin of the goods. And if you aren’t a legitimate supplier or wholesaler (ie, you’re just flipping cheap stuff off Wal-mart shelves), it’s a tough category to get into.

Dave says:

• Edibles are tough to sell. They require extra regulation and steps to sell and import. And you will answer a whole lot of questions in FAQs.
• On the other hand, edibles (and consumables in general) lend themselves well to subscription-services which can create monthly revenue (life-hacker Tim Ferriss built his fortune selling supplements).
• Remember: if it’s tough for you to sell, then it’s tough for others. The more barriers of entries you cross, the more success you’ll find.

. . .

Kindle Accessories

Kindle (and other Amazon) accessories are products tied directly to Amazon’s own products like the Kindle, Fire, and Echo.

Amazon says:

• Products sold with Amazon copyright names (Kindle, Echo, etc.) must comply with the Amazon Device Accessories Fair Use and Compatibility Guidelines.

Other sellers say:

• Amazon device fees are pretty big: 45% (yikes).

Dave says:

• A lot of people scoff at the 45% fees levied on Amazon-specific products. While the rate does mean less gross profits, it also means less competition.

. . .

Major Appliances

Major appliances are typically large, electric machines for the household or business. These products include refrigerators, washing machines, dishwashers, and vacuum cleaners.

Amazon says:

• Amazon does not explicitly state their requirements beyond the application for approval.

Other sellers say:

• Major appliances come with a lot regulatory issues.
• You may need to prove your product’s legitimacy with documents, invoices, etc.

Dave says:

• Major appliances are tough for starting sellers due to the extreme shipping costs.
• Make sure you’ve got awesome insurance and legal help on your side, as you may be responsible for any issues that appliances can cause.

. . .

Sexual Wellness

Sexual wellness products are products such as toys, lubricants, and other products for bedroom activity.

Amazon says:

• Like many Amazon restricted categories, there is an application for sexual awareness products.

Other sellers say:

• Sexual awareness is not a tough category to get an approval for.

Dave says:

• I can’t remember if I ungated this category or not. Regardless, I tested a product listing and had no trouble.

. . .

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)

Other sellers say:

• Amazon does not require UPCs for sports collectibles.
• Sports collectibles (like other collectibles) are best sold on platforms like Ebay or niche hobby sites.

Dave says:

• This is another category for arb sellers and experts and, like many other sellers say, doesn’t lend itself well to private label sellers.

. . .

Textbook Rentals

Textbook rentals allow shoppers to temporarily borrow a textbook at a deep discount from its usual price.

Amazon says:

• We are currently not accepting new seller applications to list products in the Textbook Rentals category.

. . .

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 fourteen 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.
• Your pre-fulfillment cancel rate must be no greater than 1.75% in the month leading up to the holiday season (typically October).
• Your late shipment rate must be no greater than 4% in the month leading up to the holiday season (typically October).
• Your order defect rate must be no greater than 1% short term as of the first day of the holiday season (typically November 1st).

Other sellers say:

• A lot of sellers, especially new ones, go nuts on the forums when Amazon sends out their holiday requirements, mostly because they don’t meet those reqs.

Dave says:

• If you plan to sell in Toys and Games make sure you know the holiday requirements, and definitely make sure you have all your ducks in a row before November hits. Obviously, it’s a huge moneymaking category during the holidays.

. . .

Video, DVDs, and 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:

• Amazon hates fakes. In recent years, they cracked down hard on the DVD/Blu-ray counterfeit market.
• Selling used DVDs on Amazon is very difficult.
• You must supply invoices showing only new DVDs.

Dave says:

• Again, this is one of the Amazon restricted categories that mostly affects arb sellers, but it looks to be very hard to get into.

. . .

Watches

Watches include high end jewelry pieces and brands like Rolex and Tag Heuer.

Amazon says:

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

Other sellers say:

• Pretty much what Amazon says goes.

Dave says:

• I got an approval to sell watches from Amazon early on. I’ve never used it, but I remember that it was pretty simple to get ungated. In my experience, high end products are targets for 1-star product reviews.

. . .

Wine

Wine is a limited category for areas that allow over-the-internet wine sales. This category does not normally include wine specific accessories.

Amazon says:

• The seller must be licensed as one of the following:
  • A domestic winery; or
  • A California winery and importer; or
  • A California importer and wholesaler with retail sales privileges; or
    A California wholesaler with retail sales privileges and ownership of the wine brand that you intend to sell on Amazon.com
  • Ship to at least one of the states that Amazon supports
  • Comply with all state and federal regulations

Other sellers say:

• Alcohol is a (mostly) prohibited category on Amazon.
• Amazon accepts wine sellers on a very limited basis.

Dave says:

• Like fine art, coins, etc. wine is a category reserved for experts that already have the infrastructure in place.

. . .

Amazon Restricted Categories Application

When you are ready to request approval to one of the Amazon restricted categories, you will fill out the Category Approval Request form. This short form asks the following:

• Category
• Number of Authenticated Products You Sell from authentication companies or official licensees (this is for collectible categories).
• Estimated annual online revenue or revenue for the respective category you expect in a year.
• Number of products you plan to sell in the category.
• Condition of your products (new, used, or refurbished).
• Company website where Amazon can view your products.
• Company description including any important information Amazon should know regarding your application.
• Name.
• Email.
• Phone.
• Company name.

Some Amazon restricted categories may require more information.

. . .

Conclusion So Why Go Through the Trouble of Selling in Amazon Restricted Categories?

“Today I will do what others won’t, so tomorrow I can accomplish what others can’t”

Jerry Rice

Granted, there’s some pretty extreme requirements for some of the Amazon restricted categories. But some of the categories like sexual wellness, gourmet, and automotive possess huge opportunities for sellers who are willing to go that “extra mile.” The key to success on Amazon (and any business, really) is finding pockets where others dare not look.

Sure, sex toys might make you giggle or turn up your nose, but consider all of the other competitors out there who do the same and don’t want to “go through the trouble” of getting ungated.

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