Whether you’re selling retail arbitrage, online arbitrage, or wholesale, It’s not always straightforward to list and sell a product on Amazon.

There’s nothing more soul-crushing than finding a profitable item (be it some sports memorabilia, or a Black Friday deal) and signing onto list it only to be hit with the dreaded:

“You Need Approval to List on This Brand”

Truth be told, this is why I champion the private label model, but nonetheless, it’s a hassle to have to deal with.

So how can you get through the dreaded pre-approval process? Read more to find out!

Why Do I Need Approval To Sell Certain Items?

Amazon requires approval as a way of safeguarding customers against counterfeit merchandise.

Think of it this way;

Imagine purchasing expensive jewelry on Amazon from a highly regarded brand. You receive the package, but notice some irregularities in the product. After some research, you discover it’s likely a well-disguised counterfeit.

This scenario can unfortunately happen with any purchase. And it’s often next to impossible to determine a counterfeit from a real product.

Amazon’s taken great steps to stop them before they occur. Requiring approval of certain items and categories is one way of doing so.

Amazon’s anti-crime policies are both a blessing and a curse. Some well-intentioned sellers will have a harder time becoming approved than others, while others will get okayed on the spot.

However, it’s all part of Amazon’s ongoing efforts to create a safe and trustworthy community to sell on. They even recently partnered with the United States Customs and Border Protection on a pilot program designed to spot low-value and fraudulent e-commerce shipments from overseas.

It’s indicative of just how pervasive the problems have become. And I may not speak for everyone, but as a long-time e-commerce entrepreneur, I happily welcome the initiative.

How to List An Existing Product on Amazon?

While the approval process itself is confusing, listing a new item on Amazon is relatively straightforward.

Log into your seller central account and click on “inventory”
Click “Add a Product”
Search for the products or items you’d like to sell
If it’s restricted, click “Listing Limitations Apply”
Hit the “Request Approval” button

Voila! Now to let the Amazon gods decide.

Unless your seller central account is in good standing, odds are Amazon will want invoices to validate your products.

Seller Central Mobile App
The best way to check if items need approval is through the Amazon Seller Central mobile app. It allows you to search product information by visual image match, text search, or by scanning barcodes. They can also see current prices, sales rank, competing offers, estimated profitability, and customer reviews.

How Long Does It Take to Get Approved?

As with most things Amazon-related, this is not a cut-and-dry answer and will depend on your account’s standing and whether or not you have acceptable invoices.

Ideally, your request will get approved on the spot, which is often the case for those with experienced sellers with good-standing seller central accounts, called maximum approval.

And truth be told, I’m not exactly sure what criteria gives sellers on-the-spot approval, but it is likely based on a combination of factors: volume, dollars sold, feedback, etc.

If you’re not instantly approved, you’re going to need to provide an invoice from your supplier. And although approval times vary, here are a few pointers to speed up the process:

Receipts from a store or wholesaler will not get the product ungated or unrestricted. Amazon requires invoices.
Amazon’s approval process is automated and sometimes declines legitimate documentation. Be warned that you may have to submit the same invoice several times. Don’t get discouraged.
According to Amazon, “Even if selling in a category does not require approval from Amazon, selling certain products may require approval.” This unfortunately means that Amazon can ask for approval whenever it deems necessary. Expect the unexpected

What Product Categories Require Pre-Approval?

Amazon states that the following categories require pre-approval in order to sell.

Did You Know? Gated Vs. Ungated
The term “gated items” means an item needs pre-approval. Ungated means the product doesn’t require pre-approval.

What Can I Sell on Amazon Without Approval?

Luckily not every product category requires pre-approval. The following categories are ungated, meaning there are no hurdles to jump before selling. In fact, 13 out of 33 product categories on Amazon are ungated.

It’s important to consider that successfully selling in these categories unlocks the ability to sell in others. Therefore, you’re able to ‘level up’ and sell in more lucrative product categories more easily, without the need for approval.

Below are a list of categories that are ungated:

Amazon device accessories
Automotive and powersports
Books (non-collectibles only)
Camera, photos, and accessories
Cell phones & accessories
Home and garden
Industrial and scientific
Major appliances
Musical instruments
Sports
Tools and home improvement

Should You Sell Existing Items on Amazon?

Yes and no…but mostly no.

Selling existing items has low entry costs, which is great for sellers who may not have the capital to invest in a private-label product. It can also be a great way to learn and navigate Amazon seller central.

In these scenarios, I totally get it. But just be warned, retail and online arbitrage are extremely competitive, and while there are a few strategies to success, there’s also a fair bit of luck involved to be in the right place at the right time. Not to mention, scouring websites and the shelves of Marshalls is a massive time-suck.

Wholesale, in my opinion, isn’t much better due to tight margins and less control of the product.

That’s why I always recommend selling private-label products through Amazon FBA:

Higher profit margins (30%+)
Increased customization
Control over Amazon listing
Fulfillment and delivery are completely automated
Easier to adapt to trends
Tons of Amazon perks
Less time managing inventory
*A few categories will still require pre-approval, but you’ll avoid having to get permission from brands to sell their products

Ready to Begin Your Amazon Business?

My Amazon Winners Academy (AWA) mentorship guides you through the entire Amazon FBA process and provides a community of support with others on the exact same journey.

AWA gives you a much-needed safeguard from costly mistakes, dead ends, and failed product investments.

So whether it’s solving issues with your Seller Central account, creative approaches to product research, scaling to new markets and niches, validating product ideas, customer service issues, and more, we’ve got you covered.

Learn more about it here.