Amazon Restricted Brands Explained: What You Can and Can’t Sell

Paul Michael

July 17, 2025

Amazon restricted brands pose unique hurdles for professional sellers who want to list products from big-name companies. Many brand owners partner with Amazon to safeguard authenticity and limit counterfeit risks.

If you’re aiming to offer these products successfully, it’s vital to understand the specific requirements for approval. For a closer look at these limitations, visit our resource on Red Flags That Signal Potential Compliance Issues (Amazon Sellers).

How Amazon Restricted Brands Work

Amazon sets restrictions on certain brands to help preserve product quality. By controlling who can sell specific items, the marketplace reduces counterfeits and helps official distributors stand out. These rules can be partial, affecting only select product lines, or complete, allowing only one authorized seller.

Many major brands, such as Nike or Apple, are gated. Sellers who want to carry these items must first apply for brand approval. According to one industry survey, over 700 brands currently maintain some form of restriction on Amazon, reflecting the growing importance of regulating brand representation.

Brands are often gated because they have a track record of counterfeiting problems or frequent customer complaints. In other cases, exclusivity clauses or legal obligations lead Amazon to limit who can list a product. Once a brand is restricted, it may stay gated unless the brand owner revises its distribution policies.

Reasons Behind Brand Limitations

Brand limitations usually originate from the need to protect intellectual property and ensure product authenticity. Many name-brand items, from designer clothing to popular electronics, attract counterfeiters. To minimize damage, Amazon collaborates with these brands by restricting unaffiliated sellers.

• Direct relationships with Amazon can lead to exclusive listings for certain brands.
• Trust and authenticity are top priorities—over 78% of Amazon consumers care deeply about authenticity when making purchases.
• Brands like Chanel or Louis Vuitton often request gating due to quality-control concerns.

When Amazon restricts their products, sellers not on the approved list are prevented from listing any items related to those labels.

Common Challenges for Sellers

Common challenges include:

• Unclear or changing restrictions—some brands are gated only for certain product lines.
• Difficulty sourcing from authorized suppliers and maintaining verifiable invoices.
• Compliance risks—listings may trigger warnings or account flags if you lack authorization.

To identify common warning signs of compliance issues, see Red Flags That Signal Potential Compliance Issues (Amazon Sellers). Early detection helps prevent costly penalties.

The Approval Process

Brand gating applications often begin in Seller Central. You find the product’s listing, click “Apply to sell,” and submit the requested documentation. This usually includes invoices from authorized distributors or a letter from the brand’s owner.

Sellers with a reliable performance record—low defect rates and on-time shipping—are more likely to achieve success faster.

If you encounter intellectual property hurdles and need tips to avoid IP claims, read Avoiding IP Claims on Amazon: A Seller’s Guide to Safe Products. Adequate preparation is essential.

Key Steps to Gain Authorization

• Verify you have valid invoices from authorized suppliers with matching product identifiers.
• Confirm the brand is restricted and gather all required documentation.
• Present authentic letters of authorization if required by the brand.
• Maintain strong account metrics—low defect rates, solid feedback, and stable sales history.
• Monitor for future category expansions and plan inventory accordingly.

Legal and Compliance Considerations

Trademark law, the first sale doctrine, and distribution contracts all shape restricted-brand policies. While you have the right to resell genuine products, brand owners can still require that sellers prove product sourcing is legitimate. Failing to do so can lead to takedowns or account suspensions.

Serious legal trouble can occur if you list counterfeit items. Amazon invests heavily in brand protection measures, blocking billions of fake product listings annually. It’s a risk many new sellers overlook until claims arise.

If you want to explore how Amazon’s built-in tools can impact brand compliance, check out does Amazon have their own product research tool. That resource offers insights into Amazon’s approach to internal product management, which can influence enforcement decisions.

Future Outlook

Experts predict these restrictions will keep growing. By 2025, at least 50% more consumer electronics brands may join the gated list amid ongoing concerns about counterfeit activity. Fashion labels are also strengthening their controls.

• Technological advancements in product serialization and packaging security will likely accelerate brand gating.
• Amazon has researched blockchain-based tracking to monitor authenticity across the supply chain.
• Public sentiment strongly backs tighter rules, especially for luxury or high-value merchandise.

Customers often place greater trust in listings with proven authenticity, even if it means fewer seller options. Many see gating as a reasonable trade-off.

Bottom Line

Selling restricted brands can boost your revenue, but it requires methodical preparation. Focus on reliable invoices, rock-solid account metrics, and full compliance with Amazon’s guidelines before applying for brand approval.

Once approved, you can expand your product lines and potentially unlock niche segments with fewer competing sellers. If you’re ready to explore your next profitable listings after mastering brand limitations, visit How to Find a Product to Sell on Amazon Without Guesswork. It might just guide you toward your next big success story.

References

• The Selling Guys. (2020). Identifying Amazon gated & restricted brands to avoid suspension. Retrieved from https://www.thesellingguys.com/identifying-amazon-gated-restricted-brands-avoid-suspension/
• Marketplace Pulse. (2021). Amazon brand gating impact on seller profits. Retrieved from https://www.marketplacepulse.com/articles/amazon-brand-gating-impact-on-seller-profits
• Jungle Scout. (2025). Amazon seller report 2025. Retrieved from https://www.junglescout.com/resources/reports/amazon-seller-report-2025/