Planning to sell on Amazon? Before you list anything, you need to know this: Amazon has strict selling restrictions.
Not sure if your product is even allowed? We’ve unpacked what it really takes to sell restricted items the right way. Hoping it gets approved later (and risking a ban) isn’t a smart plan.
This guide walks you through how to stay compliant, get the green light, and start selling, without the guesswork.
What Are Restricted Products on Amazon?
Before diving into what products are restricted on Amazon, let’s talk about why it matters, and why ignoring it could cost you.
Wasting time on a blocked listing = lost money.
Here’s what happens if you ignore restrictions:
- Your account may be suspended.
- Your product gets flagged and removed.
- Amazon may destroy your inventory with no refund.
- You lose access to Amazon Ads if you promote restricted categories.
That’s why it’s crucial to check before you list.
There are four types of product restrictions you must understand:
- Prohibited Products – These are completely banned items. You can’t list or sell them under any circumstances.
Examples: Illegal drugs, weapons, explosives, counterfeit goods, hazardous materials. Learn more about the prohibited items on Amazon.
- Restricted Products – These can be sold only with approval.
You may need:- Certificates (e.g., FDA approval);
- Invoices from authorized distributors;
- Safety documentation;
Examples: Supplements, cosmetics, baby products, and medical devices. Discover the full list of restricted products on Amazon.
- Amazon Brand Restrictions – Some brands are gated. You can’t list them unless you’re approved.
Examples: Big names like Apple, Nike, and Lego often require proof that you’re an authorized reseller.
- Amazon Advertising Restricted Categories – Some products can’t be advertised, even if they’re approved for sale.
Examples: Alcohol, adult products, CBD items, supplements. Learn about the restricted content, products, and services categories for advertising on Amazon.
These restrictions apply to all sellers, including FBA (Fulfillment by Amazon).
How to Check if Your Product Is Restricted
Don’t assume. Always verify.
Amazon doesn’t give second chances if you list the wrong product, especially in restricted categories.
Here’s the right way to check if your product is allowed on Amazon.
Use the “Add a Product” Tool
- Log in to Seller Central;
- Go to Inventory > Add a Product;
- Type the product name, UPC, or ASIN into the search bar;
- Click Search.
You’ll get one of three outcomes:
- “Sell this product” – Great, you’re good to go;
- “Request Approval” – This means the item is restricted;
- “You’re not eligible to list this product.” – That’s a red flag. The product may be prohibited or brand-gated.
What “Request Approval” Really Means
This message isn’t random. It means your product falls under one of these:
- Category restrictions – Needs safety certification, compliance docs, or proof of sourcing.
- Sub-category restrictions – For example, “Beauty” might be ungated, but “Acne Treatments” require approval.
- Brand restrictions – Amazon protects certain brands and only allows authorized sellers.
If you see this message, you’re not blocked; you just need to submit the right documentation.
Tricky Categories Need Extra Care
Some categories trigger restrictions more often than others. Watch out for:
- Supplements and nutrition (needs proof of manufacturing quality and legality);
- Electronics (check for UL certification power compatibility);
- Toys and baby products (may need safety test reports;
- Cosmetics and skincare (requires ingredient lists and FDA or EU compliance);
Try Third-Party Tools
Control over restricted products always stays with the seller, but Amazon integration via M2E Multichannel Connect (for Shopify, BigCommerce, Ecwid, and WooCommerce sellers) automates everything else, from stock updates and pricing to order management.
This eliminates the day-to-day manual work and frees up resources to focus on what really matters: checking your assortment and handling restricted category issues.
With M2E, you can:
- Import existing Amazon listings and link them to products in your Shopify, BigCommerce, Ecwid, or WooCommerce store;
- Create new listings based on your store’s products under existing or new ASINs;
- Sync inventory, prices, and orders across all channels in a single management panel.
This makes it easier to spot restricted products early, prevent mismatched data, and stay compliant.
Meanwhile, if you are selling with Magento (Adobe Commerce), you should try the M2E Pro Magento Amazon extension.
How to Get Approved (Ungating Process)
Getting ungated means receiving Amazon’s approval to list products in restricted categories, subcategories, or brands.
What Documents Do You Need?
Approval requirements vary by category, but here are the most common documents you’ll be asked for:
- Invoices – Must be dated within the last 180 days, showing your name, address, and the supplier’s full contact info. Amazon usually requires at least 1 or 3 invoices showing multiple units purchased.
- Product images – Clear photos showing the front, back, and packaging. Labels must match the invoice exactly.
- Safety or compliance certificates – Depending on the product type, this may include:
- FDA registration or approval (for supplements, medical devices);
- CE or ISO certificates (for electronics, toys, skincare);
- Children’s Product Certificate (for baby items or kids’ toys);
- MSDS/SDS (Material Safety Data Sheets) for specific chemicals or cosmetics.
How Long Does It Take?
Most ungating requests are reviewed within 1 to 5 business days.
Sometimes it may take longer if documents are missing, unclear, or if additional verification is needed.
You’ll be notified via email or inside your Seller Central account.
Tips for Faster Approval
- Buy from authorized, reputable suppliers – Not just any wholesaler. Amazon favors established distributors with traceable business details.
- Make sure your business info matches – Your Amazon account name and address must match what’s listed on your invoices.
- Submit clean, high-resolution files – Blurry scans or cropped images will be rejected.
- Avoid Chinese-only invoices – If the document is in Chinese with no English translation, Amazon may deny your request.
- Stick to commercial invoices – Proforma invoices or packing slips aren’t accepted.
Common Mistakes That Lead to Rejection
- Submitting fake or manipulated documents;
- Uploading receipts from retail stores like Walmart or Target;
- Mismatched product names or missing ASINs on the invoice;
- Incomplete supplier info (missing address, phone, or company name).
Even one minor mismatch can delay or block your approval.
Dealing with Amazon Brand Restrictions
Brand restrictions, also called brand-gating, are Amazon’s way of protecting intellectual property.
Big-name brands often don’t want just anyone selling their products. They want full control over pricing, quality, and who represents them on Amazon.
If you try to list a gated brand without approval, your listing will be blocked. Worse, your account might get flagged for suspected inauthentic products.
How to Get Around Brand Restrictions
There are only two legitimate options:
- Become an authorized reseller
That means working directly with the brand or its official distributor. You’ll need to show:
- Commercial invoices (not retail receipts);
- Authorization letters;
- Proof of purchase from a verified source.
- Sell your own brand (Private Label)
This is the cleanest path. When you create your own brand, you control the listing, the content, and the seller permissions. You’re not at the mercy of another brand’s rules.
Don’t Skip the Brand Check
If you’re doing wholesale, retail, or dropshipping, always check brand restrictions before you buy.
You can do this by:
- Searching for the product in the “Add a Product” section of Seller Central;
- Ask your distributor directly about Amazon resale rights.
If you skip this step, you might end up with inventory you can’t sell. That’s money lost.
Amazon Brand Registry: A Smart Move
If you’re building a private label, enroll in Amazon Brand Registry. It unlocks powerful tools like:
- A+ Content;
- Brand analytics;
- Listing protection;
- Access to Brand Ads and Sponsored Brands.
It also reduces the risk of copycats hijacking your listings or misusing your product details.
Advertising Restrictions on Amazon
Just because you’re allowed to sell a product on Amazon doesn’t mean you’re allowed to advertise it.
Amazon Ads has its own set of rules. Certain products are either completely blocked from advertising or face heavy restrictions.
These rules apply across Sponsored Products, Sponsored Brands, and even external off-Amazon campaigns.
Categories Commonly Blocked or Limited
Amazon often restricts ads in the following categories:
- Supplements – especially for weight loss, sexual health, or sleep aids;
- CBD or hemp-derived products – even if legal, they’re usually blocked from ads;
- Alcohol and tobacco-related items – including accessories;
- Adult content – like sex toys or intimate apparel;
- Medical devices – including some over-the-counter tools and diagnostics;
- Weapons and self-defense tools – pepper spray, tasers, knives, even realistic replicas
Even if your product is approved for listing, it might not qualify for paid promotion.
Why Your Ad Might Get Rejected
Amazon reviews every ad against strict content and category policies. Your ad may be rejected due to:
- The product type (e.g., CBD or fat burners);
- Specific keywords in your title or description;
- Missing safety disclaimers or certifications;
- Inappropriate imagery or claims;
- Unverified health benefits.
Sometimes the product itself is fine, but the creative or listing language triggers the rejection.
How to Get Approved (If Possible)
If you’re in a restricted category but still want to run ads, here’s what you can do:
- Check the official Amazon Ads Policy for your product category.
- Get verified certifications – such as FDA documentation, age restriction compliance, or product safety certificates.
- Adjust your listing and ad creative – remove risky claims or phrases.
- Use compliant language – avoid unsubstantiated health benefits or sensitive terms.
How to Sell Restricted Products with Amazon FBA?
Not everything you can sell on Amazon is eligible for FBA.
Items with expiration dates, temperature-sensitive goods, meltables, and hazardous materials like lithium batteries have special requirements.
Failing to follow FBA restrictions can lead to blocked shipments, extra fees, or even account deactivation.
So, you can sell such products if Amazon allows it and you follow the FBA Product Restrictions. Always remember to double-check FBA Restrictions.
To take the routine off your plate, use Amazon FBA integration by M2E Multichannel Connect. It handles inventory sync, order updates, and more, so you can focus on selling, not micromanaging.
You can:
- List and manage FBA products as efficiently as seller-fulfilled ones;
- Track and update FBA stock without manual effort;
- Monitor FBA orders through a simple workflow.
This saves time and ensures your FBA listings stay active without errors.
Sell with Amazon FBA through your Magento store with the M2E Pro Amazon FBA extension.
Compliance First, Growth Next
Selling restricted products on Amazon isn’t impossible; it just takes the right approach.
Know the rules before you list, get your paperwork in order, build your own brand where it makes sense, and plan your ad strategy with restrictions in mind.
This is where M2E Multichannel Connect and M2E Pro make life easier. In just a few clicks, you can connect Amazon with your inventory and manage listings without mistakes that trigger compliance issues. Stay compliant. Protect your account. Grow smarter with M2E.
