Amazon's restricted brands policy is a critical aspect of the marketplace that affects thousands of sellers daily. 

If you're selling on Amazon, understanding these restrictions isn't optional—it's essential for your business survival. 

These special rules require approval before listing certain brands, designed to fight counterfeit products and protect both consumers and brand reputations. W

ith over 200 million monthly Amazon shoppers at stake, the platform takes these protections seriously, and sellers who ignore them face severe consequences.

I've helped many sellers navigate these waters, and in this guide, I'll break down everything you need to know about Amazon's brand restrictions, how to identify them, and the proper steps to get approved.

What Exactly Are Amazon Restricted Brands?

Amazon restricted brands (sometimes called "gated brands") are manufacturers whose products require special approval from Amazon before any third-party seller can list them for sale.

This system exists for several key reasons:

1. Preventing counterfeits - Fake products damage customer trust and brand reputation

2. Protecting intellectual property - Ensuring brand owners' rights are respected

3. Maintaining quality standards - Keeping substandard products off the platform

According to recent marketplace research, Amazon has significantly expanded its brand restrictions since 2016, when a surge of counterfeit products from major brands hit the platform. 

Today, many well-known brands like Nike, Apple, and Lego require special permission before you can sell their products.

The tricky part is that Amazon doesn't publish an official list of restricted brands, making it challenging for sellers to know which products are gated until they try to list them.

Why These Restrictions Matter to Sellers

If you're selling on Amazon, these restrictions affect your business in several important ways:

• Account safety - Listing restricted brands without approval can get your seller account suspended

• Inventory planning - You need to verify restrictions before purchasing inventory

• Profit opportunities - Getting approved for popular restricted brands can mean less competition

• Legal protection - Proper approval prevents potential lawsuits from brand owners

I once worked with a seller who had their entire account suspended after buying $5,000 worth of Nike products from a liquidation sale. 

They didn't realize Nike was restricted, listed the products, and within 24 hours their seller account was completely shut down.

The consequences can be severe and immediate. This makes understanding restrictions an essential part of your Amazon business strategy.

How to Identify Restricted Brands

Since Amazon doesn't provide an official list, sellers must use several methods to identify restricted brands:

Method 1: The Listing Test

The most direct approach is attempting to list a product on Amazon:

1. Go to Seller Central and select "Add a Product"

2. Enter the product's UPC, EAN, or ASIN

3. If the brand is restricted, you'll see a notification that approval is required

This method is foolproof but requires you to have product information already.

Method 2: Third-Party Resources

Several websites maintain unofficial lists of restricted brands based on seller reports:

• The Selling Guys - Updated January 2025

• Seller Essentials - Provides category-based restriction information

• OABeans - Lists commonly restricted brands

Method 3: Specialized Tools

Some Amazon seller tools can pre-check restrictions:

• Helium 10's Black Box - Flags potential restricted products

• AZInsight - Shows restriction status while browsing products

• AMZScout - Includes restriction indicators in product research

I personally use a combination of third-party lists and tools before purchasing any inventory. It saves countless headaches and potential financial losses.

Commonly Restricted Brand Examples

Based on the most recent seller reports and Seller Assistant's analysis, these brands typically require approval:

What many sellers don't realize is that restriction levels can vary by:

• Country/marketplace - You might be approved to sell Lego in the UK but not in the US

• Product line - Some brands restrict only certain product categories

• Seller metrics - Established sellers sometimes face fewer restrictions

Getting Approved to Sell Restricted Brands

If you want to sell a restricted brand, here's the approval process:

Step 1: Check Eligibility Requirements

Before applying, check if you meet basic requirements:

• Professional seller account (not Individual)

• Good account health metrics

• Sufficient selling history (usually 3+ months)

• Low order defect rate (under 1%)

Step 2: Apply Through Seller Central

The application process starts in Seller Central:

1. Go to "Inventory" > "Add a Product"

2. Search for the product you want to sell

3. When you see the restriction notice, click "Request Approval"

4. Complete the application form that appears

Step 3: Submit Required Documentation

Amazon typically requires:

• Commercial invoices - Usually 3+ from authorized distributors (not retail receipts)

• Letter of authorization - Sometimes required from the brand itself

• Additional information - May include business license, photos, or quality control plans

Your invoices must meet specific requirements:

• Dated within 180 days

• Include your business name and address

• Show the distributor's contact information

• List specific products and quantities

• Must be from authorized distributors (not retail stores)

Step 4: Wait for Review

After submission, Amazon reviews your application, which can take anywhere from a few hours to several weeks. Some categories receive automatic approval for sellers with excellent metrics, while others require manual review.

Risks of Selling Without Approval

The consequences of selling restricted brands without approval can be devastating:

1. Account Suspension

Amazon can immediately suspend your selling privileges for policy violations. This means:

• All your listings removed

• Funds potentially held for 90+ days

• Difficulty getting reinstated

2. Legal Action from Brand Owners

Many brands actively monitor Amazon for unauthorized sellers and may:

• Send cease-and-desist letters

• File trademark infringement claims

• Pursue lawsuits with significant financial penalties

3. Inventory Loss

If your inventory is in Amazon's FBA warehouses when a violation is discovered:

• Products may be seized and not returned

• You may be charged disposal fees

• No compensation is provided for lost inventory

One seller I worked with lost over $12,000 in inventory when Amazon discovered they were selling unauthorized Kylie Cosmetics products. Not only was their account suspended, but they never recovered their inventory.

Smart Strategies for Navigating Restrictions

After helping numerous sellers deal with brand restrictions, I've developed these practical strategies:

For New Sellers:

1. Start with unrestricted brands - Build account history before tackling restrictions

2. Focus on wholesale relationships - Develop connections with authorized distributors

3. Keep perfect documentation - Save all invoices and authorization letters digitally

4. Use reliable sourcing - Avoid retail arbitrage for potentially restricted brands

For Established Sellers:

1. Systematically apply for approvals - Create a calendar for regular approval attempts

2. Leverage your metrics - Use your good standing in applications

3. Join brand registries when possible - Some brands have their own authorized seller programs

4. Develop direct brand relationships - Sometimes direct outreach to brands can lead to authorization

The Future of Amazon Brand Restrictions

Looking ahead, we're seeing several trends in Amazon's approach to brand restrictions:

1. More automated verification - Amazon is increasingly using AI to detect unauthorized sellers

2. Expanded brand registry - More brands are joining Amazon's Brand Registry program

3. Stricter enforcement - Penalties for violations are becoming more severe

4. Category expansion - Restrictions are spreading to previously open categories

A report from Jungle Scout suggests that by the end of 2025, up to 40% of major brands on Amazon may require some form of approval, making this knowledge increasingly valuable.

Final Thoughts

Navigating Amazon's restricted brands landscape takes patience, documentation, and strategic planning. 

While the process can be frustrating, it serves an important purpose in maintaining the integrity of Amazon's marketplace and protecting both brands and consumers.

If you're serious about building a sustainable Amazon business, I recommend:

1. Checking restriction status before purchasing any inventory

2. Maintaining proper supplier relationships and documentation

3. Following Amazon's policies exactly as written

4. Building your seller metrics to increase approval chances