Navigating Amazon Restricted Products and the Ungating Process in 2025

That new supplement you want to sell could be the hottest product on the market, or it could be on Amazon’s restricted list. The difference determines whether you grow your brand or shut it down. Offering a diverse catalog can boost revenue, but listing certain items without approval can jeopardize your entire business. In 2025 Amazon has tightened restrictions on specific categories to ensure legal compliance, protect customers and uphold marketplace integrity. This guide explains what restricted products are, why Amazon limits them and how to navigate the ungating process. Key phrases such as Amazon restricted products, Amazon restricted categories and Amazon ungating process are intentionally included to help sellers find the answers they need.

We’ll also discuss when it’s worth applying for ungating and when the risk isn’t worth the reward. SellerRM’s strategists can help you evaluate these decisions and submit a winning application, while our appeal team can step in if Amazon pulls a listing.

What Are Amazon Restricted Products?

A restricted product is an item Amazon either prohibits outright or requires you to get explicit approval – also known as ungating – before listing. These restrictions exist to comply with federal and state laws, protect customers and uphold intellectual property rights. A product might be restricted because it’s illegal, unsafe or infringes trademarks. Amazon may ban entire categories such as firearms or prescription medications, or require documentation for regulated items. Understanding Amazon restricted products is critical for compliance.

Why Amazon Restricts and Removes Products

Amazon restricts products to safeguard customers from unsafe, illegal or inauthentic items and to maintain trust in the marketplace. Automated systems and human reviewers block listings that fail to comply with strict standards. We once worked with a supplement seller whose ASIN was pulled overnight because their formula contained a newly banned ingredient. Had they monitored policy updates, the problem would have been avoided. If you don’t stay on top of these policies, your listing can be removed or even your account suspended. The risk is high, which is why SellerRM constantly monitors policy updates and advises sellers on whether a restricted product is worth pursuing.

Listing Restrictions, Brand Restrictions and Restricted Products

Understanding the difference between these terms is essential for Amazon sellers:

Listing restriction: A limitation applied to a specific ASIN due to policy violations, customer complaints, quality issues or incorrect data. It temporarily or permanently prevents sellers from listing and selling that product. Repeated listing violations can lead to account‑level issues.
Brand restriction (brand gating): A proactive measure by a brand owner to restrict unauthorized sellers from listing its products. Sellers must provide proof of intellectual property rights and authorization to sell.
Amazon restricted products: Platform‑wide restrictions on categories or specific items. Sellers must obtain Amazon’s approval (ungating) and meet legal, safety and documentation requirements.

Examples of Restricted Product Categories

Amazon’s restricted product list evolves regularly, but common categories include:

Illegal or potentially illegal items such as firearms, ammunition, illicit drugs and prescription medications.
Harmful or dangerous products, including explosives, hazardous chemicals or items that violate EPA or FDA regulations.
Adult and sexual materials and restricted media (pirated or unauthorized content).
Intellectual‑property violations such as counterfeit goods or unauthorized reproductions.
Dietary supplements and cosmetics, which require third‑party testing and compliance with FDA labeling rules.
Medical devices and accessories that require FDA compliance and may be restricted to professional use.
Electronics with batteries, lasers or surveillance features that must meet safety certifications such as FCC or UL.
Food and beverage items that must comply with food safety and expiry regulations.
Jewelry and precious gems, pest control products, tobacco‑related items and offensive materials.

Steps to Apply for Ungating

Selling a restricted product legally often requires following Amazon’s ungating process. A typical application involves:

Research the category: Understand the specific restrictions and documentation requirements for your product.
Ensure you have a professional seller account: Individual accounts cannot apply for ungating.
Initiate the application: In Seller Central, go to Catalog → Add a Product and search for the restricted ASIN or category. Click “Listing Limitations Apply” or “Apply to Sell.”
Provide documentation: Submit invoices from authorized distributors dated within the last ninety days, product authenticity proofs, safety certifications and authorization letters from the brand owner.
Maintain positive account metrics: Low order defect rate, low cancellation rate and low late shipment rate improve your chances.
Wait for review: Amazon may take days or weeks to review your application.
Respond to feedback: If Amazon requests additional information, respond promptly and thoroughly.
Receive approval: Only after approval should you list and sell the restricted item.

For challenging categories or repeated denials, consider consulting professionals who specialise in Amazon ungating to improve your chances. SellerRM can guide you through the process and prepare your documentation.

What to Do If Amazon Removes Your ASIN

If Amazon removes a listing due to a restricted product violation, take immediate action:

Close or archive the affected listing to prevent further sales.
Check the performance notification carefully to understand the specific violation.
Review your catalog for similar ASINs and remove or update any items that might violate the same policy.
Formulate a Plan of Action if you believe the product is compliant; gather updated safety certifications, supplier invoices and letters of compliance.

Failure to act quickly or repeated violations can lead to deeper investigations and account suspension. SellerRM’s appeal specialists can help you craft a Plan of Action and communicate with Amazon.

Tips for Ungating and Staying Compliant

To maintain compliance and improve your chances of approval, follow these guidelines:

Be a legitimate business: Establish a formal entity and maintain a professional website.
Prove product authenticity and sourcing: Demonstrate that your supplier is either the manufacturer or an authorized dealer and provide robust documentation.
Maintain professional seller status: Only professional accounts paying the monthly fee are eligible for ungating.
Demonstrate positive account metrics: Keep your order defect rate, cancellation rate and late shipment rate low.
Provide compliant invoices: Invoices should be dated within ninety to one hundred eighty days, typed, include your company and supplier information, and show sufficient quantity purchased.
Adhere to packaging and labeling standards: Ensure your packaging meets Amazon’s safety and labeling requirements.

Conclusion

Navigating restricted products is like walking through a minefield: one wrong step can blow up your business. Understand the rules, research category requirements and gather proper documentation before listing. If Amazon removes one of your ASINs, act quickly: close or archive the listing, audit your catalog and prepare a detailed Plan of Action. Some categories aren’t worth the risk – a trendy supplement might promise high margins, but if you can’t meet the documentation requirements, it could end with a suspension. When you decide to pursue a restricted category, SellerRM’s strategists help evaluate the risk and craft a strong ungating application. If Amazon pulls the plug, our appeal specialists know how to get you back on track. Compliance is your friend; use it to your advantage to grow your Amazon business confidently. If you’re unsure how to proceed with Amazon restricted products or need help with the Amazon ungating process, consult our team for expert advice and appeals support.