A Comprehensive Guide to Amazon Brand Gating in 2024

With millions of items competing for buyers’ attention on Amazon, having a strong and trustworthy brand is necessary to achieve success on the platform. However, the proliferation of counterfeit items and illegal resellers presents a serious threat to brand legitimacy and customer confidence. That is why Amazon created its Brand Gating feature. It is a powerful feature that protects brands from counterfeiters and unlicensed merchants. Let’s see in detail what Amazon Brand Gating actually is, and how it works in 2024.

What is Amazon Brand Gating?

Amazon Brand Gating is a program which helps businesses safeguard their products against counterfeiters and unauthorized resellers. Brand gating allows brands to regulate who is permitted to sell their items on Amazon.

The fundamental purpose of Amazon Brand Gating is to offer a secure environment in which businesses can sell their products on Amazon. It seeks to limit the spread of counterfeit items and unlawful sales, which can hurt a brand’s reputation and income.

Amazon Brand Gating Program

When a brand’s items are gated on Amazon, any reseller who wants to offer them must first get clearance from the issuing brand. This approval procedure consists of numerous key components.

First, resellers must obtain formal authorization from the brand showing that they are permitted to sell its items. Resellers also need to provide three purchase receipts from the manufacturer or distributor. These invoices must be dated within the previous 90 days, indicating that the reseller purchased the items directly from an approved supplier.

Resellers looking to heave a sigh of relief must wait, because they also will be required to pay a sum of $1,500, and that fee will be non-refundable. It might seem harsh, but this fee discourages unauthorized and non-serious sellers from attempting to make a quick profit by duplicating successful products.

Enrolling in Amazon’s Brand Registry normally takes between three and five weeks. This time limit can vary based on a number of variables, including the completeness and quality of your application, as well as the volume of applications that Amazon is currently managing.

During this time, Amazon checks all the provided information, to verify that the brand satisfies all of the requirements for protection and verification.

Amazon Brand Gating Policy

Let’s say you have ‘gated’ some (or all) of your product ASINs successfully, and then given the go-ahead to a reseller (or a third-party seller) to sell your product(s).

Now, those resellers will attempt to sell those products on Amazon. But Amazon will immediately know that those ASINs do not belong to those resellers, because you had them registered in your brand’s name.

Amazon will now get into action, and verify whether you have given your permission to those resellers to sell your items, or not. Those resellers will be allowed to sell your ASINs if everything is found to be OK, but if not, then the counterfeit sellers will be dealt with according to Amazon’s corresponding policies.

This implies that any third-party seller who wants to offer a gated product must fulfill Amazon’s precise standards, proving they are authentic and allowed to sell the brand’s items.

By implementing tight requirements for third-party sellers, Amazon assists sellers in maintaining control over their product listings, ensuring that only legitimate items are available to customers.

The Importance of Brand Gating

What caused Amazon to introduce this program, and why is brand gating so important? Here’s why:

The Counterfeit Problem

Counterfeit items are a continuing problem on Amazon, impacting both major and small businesses. Despite Amazon’s continued attempts to address the issue, counterfeit listings continue to permeate the site.

These counterfeit items not only fool customers, but also jeopardize the brand’s reputation and financial health. Major brands (such as Nike) have notably withdrawn from Amazon owing to widespread counterfeiting problems, demonstrating the devastating impact counterfeit items can have on genuine businesses.

Even with Amazon’s efforts to prohibit illicit listings, the problem persists, resulting in huge losses and user discontent.

Impact on Brand Reputation

The existence of counterfeit items can prove to be very harmful for a brand’s reputation. When consumers unintentionally acquire counterfeit items that fail to fulfill quality requirements, they frequently blame the legitimate brand.

This mis-attribution can result in negative feedback, a loss of customer confidence, and a degradation in the brand’s image. The connection of low-quality items with a brand can have long-term effects, such as lower brand loyalty and sales.

The long-term harm to a brand’s reputation might take years to heal (if at all), emphasizing the vital necessity for strong measures such as brand gating to safeguard brand integrity.

Regulating Pricing

Unauthorized sellers frequently engage in price undercutting, selling items for considerably cheaper costs than authorized retailers. This approach not only disturbs the market, but it also lowers the brand’s perceived value among customers.

When clients see significantly different costs for the same items, they may get confused and skeptical about its legitimacy and quality. Brand gating helps to restrict price by allowing only authorized retailers to list and sell items.

By maintaining constant price, brand gating helps to retain the brand’s perceived value and fosters connections with authorized dealers who follow the brand’s pricing strategy. This uniformity not only improves the consumer experience but also preserves the brand’s profitability.

How to Get Brand Gating on Amazon

Not every seller is eligible for brand gating. Amazon requires sellers to have a legitimate trademark, become a member of Amazon Brand Registry, and make a list of all of their product ASINs, before they can apply for brand gating program.

And that’s not all, Amazon can also request additional documentation to support your brand gating application. Here are some important documents you might need to provide:

  • Business registration documents
  • Business registration paperwork
  • Manufacturer agreements or authorization letters
  • Provide invoices or purchase orders for your items, as well as proof of your counterfeit prevention strategies.
  • Documenting your engagement in Amazon’s Brand Registry program
  • Proof of employing branded logos on your items and packaging.
  • Record of any previous counterfeit concerns that you had reported to Amazon.
  • Cease-and-desist letters that you sent to unauthorized sellers.

How to Apply for Brand Gating Amazon

Applying for Amazon Brand Gating is a methodical procedure that ensures the protection of your brand and products. Here’s how you should do it:

Step 1: Own a Trademark

The first step in implementing Amazon Brand Gating on Amazon is to have a registered trademark for your brand. This trademark provides legal protection for your brand identity and products. Whether your trademark is text-based or image-based, having legal registration strengthens your control over your brand.

Step 2: Enlist in Amazon Brand Registry

Once you’ve registered your trademark, the next step is to join the Amazon Brand Registry. This special program offers extra tools and resources for brand protection on Amazon’s marketplace. To enroll, go to Amazon’s Brand Services website and complete the registration procedure, supplying all required evidence, including your trademark certificate.

If you haven’t yet registered your brand on Amazon, be sure to check out our How to Register Your Brand on Amazon? Step-by-Step Guide. This guide will walk you through the necessary procedures to ensure your brand is properly registered and protected, which is a critical prerequisite for implementing brand gating effectively.

Step 3: Make a List of Your Product ASINs

After successfully joining in the Amazon Brand Registry, create a list of ASINs (Amazon Standard Identification Numbers) for the items you want to gate. ASINs are unique identifiers for each product on Amazon’s site. Begin by identifying your important goods, or those that are most vulnerable to counterfeiting.

Amazon Brand Gating Application

With your ASIN list ready, submit your brand gating application to Amazon Seller Support. Create a convincing application that demonstrates your company’s dedication to combating counterfeiting and safeguarding its products. Provide information about your trademark ownership, brand history, and any prior measures to combat counterfeiting.

Amazon Brand Gating Lawyer

As you might have noticed already, applying for Amazon Brand Gating program can be a complicated process, especially if you aren’t already a member of Amazon Brand Registry.

While many sellers would like to go about this process themselves, those who don’t fancy that, and have the resources to spare to seek external help, should look to hire a lawyer specializing in Amazon matters.

That might cost you extra, but it will save you from a lot of hassle.

How to Check If Your ASINs are Brand Gated on Amazon

After successfully taking part in the Amazon Brand Gating program, sellers would like to verify whether their items are secured by Amazon Brand Gating. To check whether your ASINs are brand gated or not, follow these steps:

  • Log in to your Amazon Seller Central account with your credentials.
  • Once logged in, select the “Inventory” tab from the main menu.
  • Select “Manage Inventory” from the dropdown menu to get a list of all the items you’ve listed.
  • Scan through your product listings to find the ASINs (Amazon Standard Identification Numbers) you wish to check for brand gating.
  • Click on the product listing for one of the ASINs you want to check. This opens up the product information page.
  • On the product information page, look for the “Sell on Amazon” button. Click it to see whether the specified ASIN is eligible for sale.

If the product is brand gated, Amazon will display a message stating that clearance is required to list under this brand. This means that the ASIN is protected by Brand Gating Amazon.

How Third-Party Sellers Sell Brand-Gated ASINs

To sell brand-gated ASINs on Amazon, third-party sellers must meet a number of severe clearance conditions.

First, sellers must have a professional seller account on Amazon. This indicates a degree of dedication and trustworthiness in the Amazon marketplace, informing Amazon and potential consumers that they are serious about their company operations.

Second, they must pass Amazon’s seller performance inspection. This checkup assesses several areas of the seller’s performance, including customer service metrics, order defect rate, and overall account health.

Additionally, dealers must submit three purchase receipts from manufacturers issued within the past 90 days. These invoices serve as verification of the seller’s legal purchase of the things they want to sell. Sellers must also pay a non-refundable charge of $1,500 as part of the approval procedure.

Finally, sellers must offer verifiable confirmation of authority from the parent brand to sell the specific items under consideration. This might be in the form of written consent or a formal agreement between the seller and the brand owner. Obtaining specific clearance demonstrates a seller’s credibility and dedication to following brand standards and policies.

How can Sellers Overcome Barriers to Sell Brand-Gated Products?

While the permission criteria for selling brand-gated ASINs may appear intimidating, third-party sellers can use of variety of strategies and methods to make things easier for them in the long run.

First and foremost, dealers should prioritize developing good connections with brand owners and producers. By creating direct channels of contact and cultivating trust-based connections, sellers may get authorization and support from the companies they want to represent.

Sellers should invest in improving their professional reputation and reliability on the Amazon platform. This involves maintaining perfect seller metrics, offering excellent customer support, and following Amazon’s regulations and standards.

Sellers can also speed up the clearance process by staying up to date on Amazon’s policies, and seeking help from Amazon Seller Support whenever required.

How Brand Gating Affects Third-Party Sellers

Brand gating has a substantial impact on third-party sellers, defining the competitive environment, market access, and financial concerns.

Reduced Competition

Brand gating functions as a filter, limiting the number of sellers who may list and sell specific items. This lessening in competitiveness comes with its own set of pros and cons.

On the one hand, certified sellers benefit from less competition, which can lead to greater sales and market share. For illegal vendors though, brand gating increases entrance obstacles, reducing their ability to capitalize on popular items.

Entry Barrier into the Market

Brand gating presents substantial obstacles to new sellers entering the Amazon marketplace. The complex clearance procedure and documentation requirements create hurdles, making it difficult for them to market and sell gated items.

This barrier to entry might discourage small firms and entrepreneurs, reducing their capacity to compete in certain product areas.

Expense

Obtaining the approval to sell brand-gated items on Amazon comes with a cost. Third-party sellers may face a significant financial burden, ranging from application costs to paperwork charges.

Continued compliance with brand gating regulations may necessitate further resource and infrastructure investments. These charges are a big factor for merchants assessing the benefits of selling gated items on Amazon.

Benefits of Brand Gating on Amazon

Amazon Brand Gating has many advantages that can dramatically improve and safeguard a brand’s visibility on the marketplace.

Protection Against Counterfeits

One of the most important benefits of Amazon Brand Gating 2024 is its capacity to prevent counterfeit items. By limiting the listing of certain ASINs to approved merchants, businesses can assure that only legitimate items are accessible for purchase.

This significantly minimizes the possibility of buyers discovering counterfeit items, which can damage the brand’s reputation and result in lost sales.

Control Over Pricing

Another key perk is the ability to keep price under control. Unauthorized vendors frequently engage in price undercutting to attract new customers, resulting in an inconsistent pricing strategy for the brand’s items.

Brand gating allows brands to control who sells their products and ensures that pricing is uniform across the platform. This not only preserves the brand’s profits, but also creates a level playing field for authorized dealers.

Enhanced Brand Integrity

Brand integrity is pertinent for establishing and sustaining customer confidence. Customers who buy products from unlicensed dealers risk obtaining counterfeit or poor merchandise, which can harm their opinion of the brand.

Amazon Brand Gating protects brand integrity by allowing only approved sellers who satisfy certain requirements to list and sell the brand’s items. This ensures buyers that they are purchasing genuine things, therefore improving the brand’s image.

Improved Customer Experience

Ultimately, Amazon’s Brand Gating services improve the consumer experience. When clients can be confident that the items they are buying are authentic and of great quality, their overall satisfaction with the shopping experience will undoubtedly be increased.

This favorable experience promotes repeat purchases and customer loyalty. Also, by keeping consistent pricing and combating counterfeiting, businesses can create a more dependable and trustworthy buying environment, increasing customer happiness.

Cost of Amazon Brand Gating

Amazon Brand Grating does not cost anything. However, since this program is closely linked with the Amazon Brand Registry program (which is also without any associated costs), There are some tools and features within the brand registry that might require users to pay a fee.

These programs include the likes of The Transparency Program, Project Zero, and the Counterfeit Crimes Unit (CCU).

The Amazon Transparency Program entails authenticating items before they are distributed to customers, which helps to ensure that only real items reach customers, reducing the possibility of counterfeit goods entering the market.

Project Zero uses advanced technology, such as AI, to discover and remove counterfeit postings from its marketplace.

The Counterfeit Crimes Unit is devoted to fighting counterfeiters who sell items on Amazon worldwide. This team uses legal and investigative methods to bring counterfeiters responsible and safeguard the interests of both brands and customers.

Conclusion

Amazon Brand Gating has emerged as a very useful program for businesses seeking to safeguard their products and maintain brand integrity in the face of fraudulent characters looking to exploit their success in 2024.

When paired with other tools such as the Transparency Program, Project Zero, and the Counterfeit Crimes Unit, this program provides effective protection against illegal sellers and counterfeit items. These safeguards not only protect your money, but also your brand’s reputation and provide a consistent consumer experience.

Posted in Amazon

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