Amazon Brand Approval vs. Brand Registry Reseller Role
Hi Seller Community,
I'm hoping to get some clarification on Amazon's brand approval process. I understand the basics of category/sub-category restrictions and brand gating.
My main questions are:
If a brand owner assigns my seller account a 'Reseller' role through their Amazon Brand Registry, does this automatically bypass any existing Amazon brand gating requirements for their products? Or might I still need to go through Amazon's ungating process (e.g., submitting invoices) even with that Brand Registry authorization?
On a related note, why do some brands seem to be completely open (requiring no specific brand approval from Amazon to list), while others are gated? What determines if a brand requires this approval process?
Thanks! @Michelle_Amazon
Amazon Brand Approval vs. Brand Registry Reseller Role
Hi Seller Community,
I'm hoping to get some clarification on Amazon's brand approval process. I understand the basics of category/sub-category restrictions and brand gating.
My main questions are:
If a brand owner assigns my seller account a 'Reseller' role through their Amazon Brand Registry, does this automatically bypass any existing Amazon brand gating requirements for their products? Or might I still need to go through Amazon's ungating process (e.g., submitting invoices) even with that Brand Registry authorization?
On a related note, why do some brands seem to be completely open (requiring no specific brand approval from Amazon to list), while others are gated? What determines if a brand requires this approval process?
Thanks! @Michelle_Amazon
0 replies
Cooper_Amazon
Good Evening @Seller_mgdNk3qkwjzRD,
I wanted to preface this discussion with a post my colleague @Sandy_Amazon crafted called: 'Brand Approval vs Brand Registry - The Critical Differences' sharing the difference between the two concepts as they get confused quite a bit.
To answer your first question:
I have this help page -->HERE<-- that talks about Brand Registry selling roles:
- Brand Representative: A seller who is directly employed by your brand
- Reseller: An external, third-party seller that sells your brand’s products in Amazon’s store
In my experience from what I see on the Seller Forums, there still may be additional approvals in place depending on the category, sub-category and even on product level despite having brand approval. This is discussed in the Categories and products that require approval help page -->HERE<--
To answer your second question:
While the Categories and products that require approval help page may assist with understanding why some brands are potentially more strict then others when it comes to selling approvals, it may come down to the category. You can learn more about this topic on the , 'Overview of categories' help page where there is a table that provides an overview of the product categories in which you can sell.
Feel free to let us know if there are any further questions we can help answer, or you can reach out to Selling Partner Support at anytime. Have a good night and take care.
Sincerely, Cooper_Amazon
