Selling on Amazon FBA is one of the fastest ways to build an online business, but not every category is open to new sellers. Amazon uses “restricted categories” (sometimes called gated categories) to protect customer trust, ensure product quality, and maintain compliance with regulations.

For sellers, this means you might encounter a frustrating roadblock when trying to list products in certain niches. Instead of giving up, you can go through the ungating process a procedure that allows you to gain approval to sell in these categories.

In this guide, we’ll explain everything you need to know about Amazon restricted categories, why they exist, and the step-by-step process for getting ungated in 2025.

Why Does Amazon Restrict Categories?

Amazon prioritizes customer trust and compliance. Restricted categories exist for several reasons:

1. Regulatory Compliance – Certain products like supplements, medical devices, and alcohol must meet government rules (FDA, FTC, etc.).

2. Customer Safety – Gating ensures products like children’s toys or automotive parts meet safety standards.

3. Brand Protection – Luxury brands and collectibles are restricted to prevent counterfeit products.

4. Quality Control – Categories with high return/fraud risks (e.g., fine jewelry) are gated to maintain marketplace standards.

5. Seller Experience Level – Some categories are gated to filter out inexperienced sellers until they prove reliability.

By enforcing these gates, Amazon keeps its marketplace safe, trustworthy, and competitive.

Examples of Amazon Restricted Categories (2025)

As of 2025, some of the most common restricted (gated) categories include:

• Automotive & Powersports

• Collectible Coins

• Entertainment Collectibles

• Fine Art

• Fine Jewelry

• Grocery & Gourmet Foods

• Industrial & Scientific

• Major Appliances

• Personal Safety & Household Products

• Sexual Wellness

• Sports Collectibles

• Streaming Media Players

• Toys & Games (seasonal restrictions, e.g., holidays)

• Watches

• Wine

📌 Note: Some categories are partially restricted. For example, you may sell certain products in “Toys & Games” freely but need approval for branded items or during Q4.

Amazon Category vs. Product Restrictions

It’s important to distinguish:

• Category-Level Restrictions → Entire categories require approval (e.g., Fine Jewelry).

• Brand-Level Restrictions → Some brands (like Nike, Apple, LEGO) are restricted.

• ASIN-Level Restrictions → Even within approved categories, individual ASINs may be gated.

This means even if you are approved for a category, you may still need extra approval for brands or products within that niche.

How to Check If a Product Is Restricted

Before sourcing, always check restrictions to avoid wasted time and money. Here’s how:

1. Go to Seller Central.

2. Use the Add a Product tool.

3. Enter the product’s name, UPC, or ASIN.

4. If restricted, you’ll see a “Apply to Sell” button instead of “Sell this product.”

This ensures you only invest in inventory you can actually sell.

Steps to Get Ungated on Amazon (2025 Process)

Now let’s break down how to get approval.

1. Meet Amazon’s General Requirements

Before applying for ungating, make sure you:

• Have a Professional Seller Account ($39.99/month).

• Maintain good account health (low late shipments, no policy violations).

• Have performance metrics within Amazon’s target:

  • Order defect rate: < 1%

  • Late shipment rate: < 4%

  • Pre-fulfillment cancel rate: < 2.5%

2. Gather the Required Documentation

Amazon typically requires:

• Invoices – Must be from authorized distributors (not retail receipts). Minimum of 10 units.

• Business Information – Company details, tax ID, bank account.

• Compliance Certificates – For regulated products (FDA approval, lab testing, MSDS, etc.).

• Letter of Authorization – If needed, from the brand or manufacturer.

3. Apply Through Seller Central

• Go to Add a Product → search your item.

• Click Apply to Sell.

• Submit required documents.

4. Wait for Review

Amazon usually responds within 1–7 business days, though regulated categories can take weeks.

5. Respond to Requests Quickly

If Amazon asks for clarification (e.g., clearer invoices, brand authorization letters), respond quickly. The faster you provide accurate info, the better your chances of approval.

Tips for Faster Ungating Approval

• Buy from Reputable Distributors – Amazon won’t accept invoices from Walmart, Target, or Alibaba resellers. Stick to authorized distributors.

• Ensure Your Invoices Match Your Account – Business name and address must match exactly.

• Submit Clear, Legible Documents – Blurry or incomplete invoices lead to denial.

• Start With Easier Categories – Grocery, OTC, and Toys are often easier than Fine Jewelry or Collectibles.

• Use a Professional Seller Account – Individual accounts are almost never approved for restricted categories.

The Cost of Getting Ungated

While Amazon doesn’t charge a direct “ungating fee,” you may incur costs such as:

• Buying minimum inventory (10–30 units) from authorized suppliers.

• Paying for lab tests or certifications.

• Compliance consulting for tougher categories (e.g., supplements).

For some high-end categories, the upfront investment may reach hundreds to thousands of dollars.

Benefits of Selling in Restricted Categories

Why go through all this effort? Because ungated categories often mean:

1. Less Competition – Fewer sellers qualify, giving you more room to scale.

2. Higher Margins – Restricted products often have higher profit potential.

3. Stronger Brand Trust – Customers associate restricted categories (like Grocery, Jewelry, Fine Art) with quality and exclusivity.

4. Increased Buy Box Chances – With fewer sellers, you’re more likely to win the Buy Box.

In short: the hurdles are worth it if you’re serious about building a long-term Amazon business.

Common Reasons Amazon Denies Ungating Requests

1. Retail Invoices – Amazon won’t accept invoices from Walmart, Costco, or retail stores.

2. Mismatch of Business Details – Name/address on invoice doesn’t match Seller Central account.

3. Unauthorized Suppliers – Buying from grey-market wholesalers.

4. Poor Account Health – High defect rates or late shipments reduce approval chances.

5. Incomplete Documentation – Missing certificates, unclear invoices, or insufficient units.

Case Study: Getting Ungated in Grocery

Let’s say you want to sell organic snacks. Here’s how the process might look:

1. Source Inventory – Buy 30 units from an authorized distributor like UNFI.

2. Get Invoices – Ensure invoice includes business name, address, SKU, and quantity.

3. Apply in Seller Central – Upload invoices + business license.

4. Approval in 3–5 Days – Once approved, you can list your items in the Grocery category.

This same process applies to many restricted categories, though some (like Jewelry or Fine Art) require extra certifications.

Advanced Strategies to Stay Ungated

Getting ungated is only step one—staying compliant is just as important.

• Maintain Good Performance Metrics – Late shipments or customer complaints may cause re-gating.

• Audit Your Supply Chain – Avoid sourcing from unauthorized sellers.

• Keep Documentation Updated – Renew certificates and keep records in case Amazon requests them later.

• Leverage Brand Registry – Protect yourself against counterfeiters once you start selling.

Restricted Categories That Are Worth It in 2025

Based on current trends, some categories are especially profitable once ungated:

1. Grocery & Gourmet Foods – Huge demand for health snacks, organic, and specialty foods.

2. Automotive Parts & Accessories – Expanding with e-vehicles and aftermarket parts.

3. Industrial & Scientific – Niche but highly profitable for B2B sales.

4. Fine Jewelry & Watches – Luxury market growing on Amazon, with strong margins.

5. Sports Collectibles – Driven by nostalgia and investment potential.

If you’re ready to scale beyond entry-level categories, these niches can significantly boost your business.

The Future of Amazon Gating & Ungating (2025–2030)

Amazon is likely to expand category restrictions in the coming years due to:

• Tighter Regulations (health, safety, food).

• Counterfeit Prevention (luxury brands, collectibles).

• AI-Powered Monitoring (automatic ungating checks).

This means more sellers will face gating—but those who play by the rules and invest in compliance will thrive with less competition.

Conclusion: Is Getting Ungated Worth It?

The short answer: Yes.

Amazon’s restricted categories may seem intimidating, but they also represent some of the biggest opportunities on the platform. While ungating requires effort, documentation, and sometimes extra costs, the payoff is higher margins, less competition, and stronger brand trust.

If you’re serious about building a long-term FBA business in 2025, learning how to navigate and enforce Amazon’s ungating process is essential. Don’t view restricted categories as roadblocks—view them as gates protecting opportunities that only the most prepared sellers can access.