Amazon Restricted Brands

As an Amazon seller, understanding the concept of restricted brands is crucial to maintaining your account's health and avoiding costly mistakes. Amazon imposes strict rules on certain brands, preventing sellers from listing products without prior approval and documentation. 

However, challenges arise when a previously unrestricted brand (or the one you've got approval to sell) becomes restricted after you list the brand’s items. 

In this post, we'll explore what restricted brands are, why Amazon enforces these rules, and most importantly, what you should do if a brand you sell becomes restricted. We will also explain how to quickly and effortlessly identify restricted brands.

What Are Amazon Restricted Brands? 

Amazon restricted brands are brands that cannot be listed or sold without prior approval from Amazon. 

These restrictions are put in place to protect intellectual property rights, prevent counterfeit products, and comply with agreements between Amazon and the brand owners. This process, known as brand gating, ensures that only authorized sellers can list these products.

The restrictions can vary between different Amazon marketplaces (such as the U.S., U.K., Germany, etc,) and can also differ from seller to seller, depending on factors like seller performance, account history, and compliance with Amazon’s policies.

Sellers wishing to list restricted brands must provide documentation, such as invoices or authorization letters, to prove they are authorized resellers.

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Examples of restricted brands

Brands are often restricted due to their high market value and vulnerability to counterfeiting. Below are some examples of gated brands from the huge Amazon’s list.

• Apple

Apple is restricted to protect its high-value technology products from counterfeiting and unauthorized reselling, ensuring that customers receive genuine Apple devices.

• Nike

Nike restricts its brand to control distribution and protect the brand's image, preventing unauthorized sellers from offering counterfeit or non-compliant goods.

• Lego

Lego restricts its brand to maintain quality control and protect intellectual property rights over its unique building sets and toys.

• Samsung

Samsung restricts its brand to safeguard its popular electronics from being counterfeited and to ensure that only verified sellers offer genuine products.

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Why Amazon Restricts Certain Brands?

Amazon restricts certain brands to protect intellectual property, ensure product authenticity, and maintain compliance with agreements between the brand owners and Amazon. These restrictions help safeguard both brands and consumers from counterfeit goods and unauthorized reselling. There are several key reasons behind Amazon’s brand restrictions:

Brand protection

Well-known brands like Apple, Nike, and Lego are at high risk for counterfeiting. By restricting these brands, Amazon ensures that only authorized sellers can offer these products, maintaining the brand's reputation and customer trust.

Preventing counterfeits

Counterfeit products pose a significant risk to consumer safety and brand reputation. Restrictions help Amazon prevent counterfeit goods from entering the marketplace, protecting customers from fraudulent items.

Quality control

Brands like Lego or Samsung rely on restrictions to ensure that only authentic, high-quality products are sold. Unauthorized sellers may offer damaged or non-compliant items, which can negatively impact the customer experience.

Compliance with brand agreements

Many brands have specific distribution agreements with Amazon, limiting who can sell their products. These agreements are put in place to ensure brand control over pricing, quality, and preventing counterfeits.

Related: Amazon Product Policy Compliance - Guide For Sellers

How Do Brand Restrictions Work?

Amazon requires sellers to ensure they are in compliance with all brand restrictions before listing any products. This means you must verify whether a brand is restricted and obtain approval before listing items associated with that brand. 

Sellers are responsible for regularly checking brand restrictions as they can change over time, often due to new agreements or intellectual property policies. A brand that was unrestricted yesterday may become restricted tomorrow. 

If a brand becomes restricted after you’ve already listed products, Amazon will notify you and you’ll need to take corrective action.

Amazon brand restriction process

Below you can find a step-by-step explanation how brand restrictions work on Amazon.

Step 1. Check brands for restrictions

Before purchasing inventory, verify if the brand is restricted. Use Seller Central or tools like Seller Assistant's Restrictions Checker to check the brand's status (we will discuss it below). This ensures you avoid purchasing brands that you cannot sell without approval.

Step 2. Apply for brand approval

• If you want to sell a restricted brand, you need to submit an application for approval under Catalog > Add Products, find your product, specify its condition, and if the product is restricted, click “Apply to sell.” This involves providing documents required by Amazon, such as invoices or authorization from the brand owner. 

• You can monitor your application’s progress via the “View Selling Applications” page in Seller Central.

Step 3. List products under approved brands

Once Amazon approves your application, you can list products under the restricted brand by selecting the "List Products" button within your Seller Central.

Step 4. Monitor your Account Health Dashboard

It’s essential to regularly check your Account Health Dashboard, particularly under “Policy Compliance.” If you have no violations, all lines will show zeros. If you have listed a restricted brand without approval, you'll see a number under “Restricted Brand Policy Violations” and receive an email notification from Amazon.

Step 5. Address restricted brand violations

• If a brand becomes restricted and you don’t have approval to sell it, Amazon will notify you in the Account Health Dashboard that you have a violation. If you don’t deal with the violation, Amazon may remove the listing. 
• Repeated violations can lead to account suspension. You can view removed ASINs and reasons for removal in the “Restricted Brand Policy Violations” section, and submit the necessary documents to resolve the issue.

Step 6. Appeal if needed

If you believe Amazon removed your listing by mistake, you can file an appeal through the Account Health Dashboard.

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How to Identify Restricted Brands? 

Identifying restricted brands is crucial for Amazon sellers because you will not be able to list such products if you are not approved. Therefore, it's important to verify brand restrictions before purchasing inventory.

Amazon frequently updates its list of restricted brands, which can make the process of checking restrictions both time-consuming and complex. Additionally, some products may have multiple levels of restrictions, such as being gated by category and by brand. Here are different ways of how you can do it.

Amazon Seller Central

To check whether a brand is restricted, you can manually search for each product in the "Add a Product" section of Amazon Seller Central and click on "Show limitations." You will see an explanation of what restrictions apply to the brand or product. 

However, this method can be inefficient, especially when you're dealing with multiple products at once.

Seller Assistant’s Restriction Checker

Fortunately, there are more efficient tools that simplify this process. One of the most reliable tools for quickly verifying brand restrictions is Seller Assistant's Restrictions Checker. This tool helps quickly identify issues such as brand restrictions, selling eligibility, and other potential product risks.

This feature allows you to see brand restrictions directly on Amazon product and search pages, and on any supplier website. A red closed lock icon indicates that the brand is restricted, while a green open lock means the brand is ungated and can be listed. If a product is marked with a red lock with an exclamation mark, you’re not eligible to sell the brand on your account.

Steps to check brand restrictions with Seller Assistant

Step 1. Log in to Seller Assistant.

Step 2. View brand restrictions directly on Amazon search or product pages, or supplier website. A green open lock means you can sell the brand, a red closed lock indicates restrictions, while a red lock with an exclamation mark shows you can’t sell the brand.

Seller Assistant’s Bulk Restriction Checker

If you need to check the restrictions of multiple products, the Bulk Restriction Checker can process bulk ASINs at once. Simply upload a list, and you'll receive a report identifying which brands are restricted.

Additionally, even if a brand is unrestricted, it's important to check whether your account is eligible to sell it. Seller Assistant displays a green open lock if your account meets the requirements for selling a specific brand, and a red lock with an exclamation mark if you can't sell it.

Steps to check bulk brand restrictions with Seller Assistant

Step 1. Log in to Seller Assistant Personal Account.

Step 2. Upload your ASINs to the Bulk Restriction Checker.

Step 3. Download the report and review the results, which will be sent to both your Seller Assistant account and your email.

How to Get Approval to Sell Restricted Brands?

Getting approval to sell restricted brands on Amazon involves brand-specific requirements, which may include submitting documents such as invoices, manufacturer authorizations, or, in some cases, paying additional fees. 

While the approval process can be time-consuming, it is often worth the effort because restricted brands tend to have less competition, leading to higher sales and profits.

Steps to get approved for selling restricted brands

Step 1. Log in to Your Seller Central Account

Begin by logging into your Amazon Seller Central account.

Step 2. Go to "Add a Product"

Go to Catalog > Add Products, and search for the product you want to sell by entering the ASIN, product title, or UPC code in the "Add a Product" section of Seller Central. Click the "Submit" button to proceed.

Step 3. Apply for approval

If the brand is restricted, you will see an "Apply to Sell" button. Click this button, select the condition of the product you wish to sell (new, used, refurbished), and then click "Apply to Sell."

Step 4. Submit required documents

• You will be redirected to the Selling Application page. Click "Request Approval" and follow the steps specified by Amazon. 

• Amazon may request submitting documents such as invoices from authorized suppliers, manufacturer authorizations, or other supporting documentation that proves your ability to sell the brand. Upload your documents and wait for approval.

Who is eligible to sell restricted brands?

To be eligible to sell restricted brands, sellers must meet specific criteria. When Amazon restricts a brand, they want to ensure that sellers meet their standards and can comply with their policies.

Professional Selling Plan

To sell restricted brands, you must be enrolled in Amazon’s Professional Selling Plan, which requires a monthly subscription fee of $39.99.

Positive selling history

New sellers may not be eligible to sell restricted brands until they establish a positive track record on Amazon.

Excellent performance metrics

Sellers must meet Amazon's performance standards to qualify for selling restricted brands. This includes maintaining excellent Customer Service Performance (Order Defect Rate (ODR) below 1%), 0 Policy Compliance violations, Pre-fulfillment Cancel Rate below 2.5%, Late Shipment Rate (LSR) below 4%, Valid Tracking Rate over 95%, and On-Time Delivery Rate over 90%. You can view these metrics in the Account Health Dashboard.

What Happens If a Brand You Sell Becomes Restricted?

If a brand you sell becomes restricted and you do not have approval to continue selling it, 

Amazon will notify you of a violation in your Account Health Dashboard. You must address the violation as soon as possible. Below is what happens if you correct the violation and if you fail to do so.

Addressed restricted policy violations

If you timely address the violation, you can reapply to sell a brand. If the violation is not addressed, Amazon may remove the offer. 

Notifications in the Account Health Dashboard

When a brand you sell becomes restricted, Amazon will alert you through your Account Health Dashboard, which is the central hub for monitoring your account's compliance with Amazon’s policies. 

The dashboard includes a Policy Compliance section, where any violations, such as restricted brand issues, are listed. Sellers can see a numerical count of violations under Restricted Product Policy Violations, and each entry includes details about the affected ASINs and the actions needed to resolve the issue. This notification is a critical warning that you must take immediate corrective action.

Email notifications from Amazon

In addition to the Account Health Dashboard, Amazon also sends email notifications directly to the seller's registered email address. These emails contain details about the violation, why the brand is now restricted, and instructions for next steps. It is essential to check your email regularly and respond promptly to avoid further penalties, such as listing removal or account suspension.

Reapplying to sell a restricted brand 

Once a seller has addressed the violation related to a restricted brand by providing the necessary documentation or taking the corrective actions outlined by Amazon, they can reapply for approval to sell the brand. This process allows sellers to continue offering the restricted brand’s products once they meet Amazon's requirements.

Unaddressed restricted policy violations

If the violation is not addressed, Amazon may remove affected offers. Repeated violations can lead to more severe consequences, including account suspension.

Offer removal

If Amazon detects a restricted brand being sold without approval, they will immediately remove the offer. Amazon will send you a notification in your Account Health Dashboard and to your email with instructions for corrective action, which must be taken as soon as possible. You can view the removed ASINs and the reasons for their removal in the Restricted Product Policy Violations section and submit the required documents to resolve the issue.

Account Health Rating at risk

Serious violations of Amazon's brand restrictions can result in your Account Health Rating (AHR) being downgraded to "At Risk," with a score between 100 and 199 points. This signals that your account is at risk of deactivation if the issue is not resolved promptly.

Account suspension

Repeated violations of Amazon’s brand restriction policies can lead to the suspension of your seller account. This not only deactivates your offers but can also significantly disrupt your business operations. Restoring a suspended account is a lengthy process that requires considerable effort.

Destruction of inventory

For FBA sellers, if you have unapproved restricted inventory stored in Amazon's fulfillment centers, Amazon may choose to destroy the inventory without reimbursing you, or they may return the stock at your expense. Depending on the quantity and value of the stock, this can result in significant financial losses.

Withholding payments

Amazon may also withhold payments if they discover violations of their brand restriction policies. This can cause cash flow issues, making it difficult to sustain your business.

Account deactivation

In severe cases, Amazon may permanently deactivate your selling privileges, resulting in the loss of your account and any remaining funds, with no possibility of reinstatement.

FAQ

What are Amazon restricted brands?

Amazon restricted brands are those that require approval before you can sell them on the platform. These restrictions help protect intellectual property, prevent counterfeiting, and ensure only authorized sellers list these products.

How do I know if a brand is restricted?

You can check if a brand is restricted by using the "Add a Product" section in Seller Central. If a brand is restricted, you will see an "Apply to Sell" button, which means you need approval to list it. You can also use tools like Seller Assistant's Restrictions Checker to see restrictions in one click. 

Can I sell a restricted brand without approval?

No, you cannot list a restricted brand without obtaining prior approval from Amazon. Amazon will not allow you to list your offers until you get approval.

What happens if a brand I sell becomes restricted?

If a brand becomes restricted after you've already listed it, Amazon will notify you in your Account Health Dashboard and via email. You will need to take corrective action, such as applying for approval or removing the offer, to avoid further penalties.

Final Thoughts

Understanding and complying with Amazon’s restricted brand policies is essential for maintaining a healthy seller account and avoiding costly mistakes. 

By checking for brand restrictions before selling, seeking approval when necessary, and staying proactive about policy changes, you can protect your business from violations and ensure continuous sales. 

You can check restrictions quickly and effortlessly with Seller Assistant. This comprehensive product-sourcing software is created explicitly for Amazon product sourcing and offering a variety of advanced features. 

Seller Assistant helps Amazon sellers quickly find high-profit deals. It combines three extensions: Seller Assistant Browser Extension, and IP-Alert Chrome Extension by Seller Assistant, and VPN by Seller Assistant, Amazon seller tools: Price List Analyzer, Seller Spy, Bulk Restrictions Checker, and API integrations, and features: Side Panel View,  FBM&FBA Profit Calculator, Quick View, ASIN Grabber, UPC/EAN to ASIN converter, Stock Checker, IP Alert, and Restrictions Checker.