Brand approval · 5 min read
What is Amazon brand approval, and why does it matter?
By the Growlane HQ team ·
Amazon limits who can sell certain brands. If you try to list one of these brands without permission, Seller Central tells you that approval is required. Getting that permission is called brand approval, or "ungating".
Why some brands are restricted
Amazon restricts brands to protect customers from counterfeit products and to protect brand owners. Sellers who want to list a restricted brand have to show that they buy genuine stock through a real supply chain.
What Amazon usually asks for
- Invoices from authorized suppliers or distributors
- Invoices that match your business details in Seller Central
- Enough units purchased to show a genuine supply chain
Why approved brands mean less competition
Because fewer sellers can list gated brands, there are fewer offers competing for each sale. For wholesale sellers, that can mean better prices and a better chance of winning the Buy Box.
Amazon vs Walmart brand approval
Walmart Marketplace also restricts some brands and categories. The idea is the same: show that your products are genuine and sourced through an authorized supply chain.
How Growlane HQ helps
We check each brand's requirements, review your supplier invoices, and prepare and submit the application. Brand approval costs $200 per brand, with half paid upfront and half after approval. See our brand approval service.