What is Amazon Brand Gating? Amazon Brand Gating Review, Features

Amazon Brand Gating is Amazon’s control policy against copycat sales of big brands, with the aim of reducing counterfeits from unethical sellers.

About Brand Gating

If your product successfully passes the Brand Gating review, then to sell Brand Gating products, you must not only provide the manufacturer's invoice and obtain written authorization from the brand, but also require them to pay $1,500 for each brand.

Individual sellers can also apply for Brand Gating, and there is no requirement for sellers to register their brands. This is optional, but having a brand registration is more beneficial for applying for Brand Gating.

effect

Hijacking has always been a challenge for sellers, and in some cases, it has become rampant. Brand Gating is the most effective way to protect sellers' listings from infringement (hijacking). If you don't hijack big brands, it won't have much impact on ordinary sellers. Although Brand Gating has a negative impact on third-party resellers, it is undoubtedly a good thing for brand owners. Brand owners can now implement Brand Gating strategies through Seller Central to boost their own sales and limit the number of other sellers under their listings.

Application Entry

Click here to apply.

Application Steps

1. Register your brand through Brand Registry

Any seller must register their brand through Amazon's Brand Registry. The registration process can be tedious because Amazon pays great attention to details. Amazon requires sellers to provide the following information to pass the registration: website, email published on the website and Amazon account, images of the brand logo on the product, packaging and brand name. If you are missing any of these or there are minor differences, Amazon will not approve it.

2. Register your brand (optional)

This step is optional, but will help you more when applying for Brand Gating. It shows that you are serious about protecting your brand and can help you during the review process.

3. Product ASIN List

Amazon needs a list of the products you want to protect. In some cases, Amazon may directly implement Brand Gating for the entire brand, so providing a clear list of products will help the application process go smoothly.

4. Highlight your determination and actions to fight counterfeiting

Amazon seems to prioritize sellers who are actively fighting counterfeit goods. Having a history of requesting removals will help you get your requests approved. If not, highlighting your brand and trademark registrations can also show that you take your brand very seriously.

5. Provide your seller ID

Providing Amazon with your seller ID will help the process go smoothly.

Application Result

It may take up to a month or more to get Brand Gating application approval. Amazon will not send relevant email notifications. Sellers need to check the listing regularly and click "Sell on Amazon" in "Other Sellers on Amazon". If the message "You need approval to list in this brand" appears, it means that the brand has been approved by Brand Gating.

significance

1. Brand Gating is the first large-scale restriction activity carried out by Amazon on brand follow-selling. Some sellers say that strictly speaking, Brand Gating is an extension of the brand registry, that is, sometimes you want to follow-sell some brands, and there is a category review for this type of brand, but Amazon will still say that you do not have sales authority.

2. Brand Gating is the most effective way to protect your listings from infringement (follow-selling). Follow-selling has always been a challenge for sellers, and in some cases, it is rampant. Reducing counterfeits is a key focus for Amazon, and it has greatly simplified the process of protecting brands.

3. Previously, sellers needed to purchase counterfeit goods for test buys to provide evidence to Amazon, but the cost of test buys was very expensive, so sellers had no choice but to abandon their listings. The change in the Brand Gating policy provides sellers with the initiative to stop infringement. Amazon has implemented this program to protect big brands like Nike.