What Does Amazon Approval Needed Mean? How To Fix It

Are you trying to make it big as an Amazon seller, but you keep seeing a message saying ‘Amazon Approval Needed’? It can be extremely frustrating, especially when you don’t know what it means.

Luckily, it isn’t too complicated, and we have all the answers for you, as well as how you can fix the problem. It won’t be long after reading this guide that you’ll be back on your way to Amazon seller success.

Let’s get started. 

Why you may have received the Amazon approval needed message

An ‘Amazon Approval Needed’ message is usually a sign that you need further approval from Amazon before listing or selling the product. Some of the common reasons behind this message include:

• Restricted categories: Amazon restricts some categories so that only qualified sellers can list products as new items in those restricted product lines. This might be based on the type of products (for example, health and beauty) or to create more stringent standards for category-specific instances.

• Brand approval: Some brands can only be sold on Amazon after brand approval. This is typically because the brand has specific standards or seller agreements it requires its third-party vendors to follow, but it can also originate from a well-known label seeking to keep its sales restricted.

• Eligibility requirements: Some products have been restricted by law or Amazon policy. Examples of this would be health products, electronics or hazardous materials that might need special permissions.

• Category and brand restrictions: New or low-rated sellers may need approval to sell in certain categories and brands until they build a proven selling history.

• Product listings compliance: If Amazon finds your product listings in violation of the acceptable standard for information, images, or other content used to showcase products, you will be required to obtain approval.

• Documentation and verification: If Amazon needs more documents to authenticate your product and/or business, you will receive an email stating this.

• Country-specific rules: Each Amazon marketplace (for instance, the US or UK) will have its own approval process and rules.

Can I sell on Amazon without approval?

Most products can be sold on Amazon without approval. Particularly in unrestricted categories, you list items with no prior authorisation necessary. However, with some categories, brands, or individual products, you need approval to list them. These limitations are in place to align with legal regulations and adhere to Amazon policies.

 If you see an “Approval Needed” message, then your product falls within one of these restricted categories. You can start selling unrestricted products right away, but you have to do so in accordance with Amazon’s rules and regulations or risk getting into trouble later. Be sure to check the requirements for your product category before listing as well.

Amazon restricted products (UK)

In the UK, Amazon restricts certain products to ensure safety, compliance with legal regulations, and adherence to Amazon’s marketplace standards. Restricted products generally fall into the following categories:

• Health and personal care: Examples include products such as dietary supplements, medicines, and cosmetics. All are subject to strict health regulations that require you by law, to have a permit or licence.
• Hazardous materials: Any flammable product, certain chemicals or electronics require special handling and certification.
• Alcohol and tobacco: There is usually a licence requirement to sell alcohol, while the permit for selling tobacco can be more loosely controlled.
• Gambling and adult products: These are the categories restricted by legal requirements to prevent illegal use.
• Regulated goods: Some things like firearms, ammunition, and specific kinds of jewellery might have restrictions because of legal reasons or security.

Amazon restricted categories and brands

Amazon restricts certain categories and brands to maintain quality control, legal compliance, and marketplace integrity. Here’s an overview:

Restricted categories:

• Health and personal care: Categories like dietary supplements, medical devices, and cosmetics often require approval due to health and safety regulations. Sellers may need to provide certifications or proof of product safety.
• Grocery and gourmet food: This includes food items, beverages, and dietary products. Compliance with food safety standards and proper labelling is essential.
• Jewellery: High-value jewellery, especially branded items, often requires approval to ensure authenticity and adherence to consumer protection laws.
• Electronics: Certain electronics, especially those with high value or specific safety concerns, may need certification and approval.
• Toys and games: Safety regulations for toys are strict, requiring compliance with safety standards and often approval from relevant bodies.
• Automotive parts & accessories: High-risk items like car parts may require specific certifications to ensure they meet safety and quality standards.

Restricted brands:

• Luxury and high-value brands: Brands such as Gucci, Louis Vuitton, and Rolex may restrict third-party sales to prevent counterfeit products and maintain brand integrity.
• Popular consumer brands: Brands like Apple, Sony, and Nike often have strict controls to ensure products are sold only through authorised channels.
• Pharmaceuticals and medical devices: Brands in these categories often require additional certifications to ensure safe and legally compliant products.
• Exclusive and private label brands: Some brands restrict sales to approved sellers to control distribution and maintain pricing integrity.

Amazon selling application – what you need to do

If you want to apply for selling on Amazon, then go through the following steps:

1. Set up an Amazon Seller account: Register the business with your company name, address, and tax information.
2. Select a selling plan: Choose between Individual and Professional depending on the volume of sales you expect.
3. Submit proof of identity: This might include a government ID, bank references and credit card details.
4. Add a product listing: Create a product listing, including a detailed description and photographs.
5. Full authorisation checklist: Additional papers may be required for particular limited categories and brands.

Receive more help with Mercatus

Selling on Amazon means you need to worry about different sorts of requirements and approval processes and navigating through all these can be tricky, especially when it comes down to restricted categories or brands. As an Amazon advertising agency, Mercatus helps sellers keep their presence on the platform strong. 

We provide detailed advice on getting approvals, improving product listings and increasing advertising efficiency. It’s time to take your Amazon business to the next level. Save time and maximise the visibility of your products with guidance from Mercatus’ experienced specialists. Contact us today.