Brand gating restricts which sellers can list products under a specific brand on Amazon, helping protect against counterfeiters and unauthorized resellers. Learn how it works and who qualifies.
Brand gating is an Amazon protection mechanism that requires sellers to obtain explicit approval—sometimes including a paid application fee—before they can list products under a specific brand. Once gated, unauthorized sellers can't simply jump on your listing and start selling. It's one of the most powerful tools available to brand owners for reducing counterfeiting and maintaining catalog integrity.
Amazon implements gating at the brand level through its Brand Registry program. When a brand is gated, any seller who tries to list under that brand must submit documentation—such as invoices from authorized distributors or a letter of authorization from the brand owner. Some gated brands also require a non-refundable application fee, which effectively discourages bad actors who rely on low barriers to entry.
Even gated brands face ongoing threats. New unauthorized sellers still attempt to list on gated ASINs, and Amazon's own systems can sometimes alter listing content unexpectedly. Continuous monitoring is essential. AMZMonitor tracks your listings for new seller appearances, Buy Box shifts, and unexpected content changes—giving you real-time visibility even after gating is in place.
Monitor Your Brand's Listings with AMZMonitor
