What is Brand Gating? 

Despite what you may have heard, you are not powerless in thwarting brand piracy, counterfeit products, and unauthorized sellers.  

The solution is to utilize Amazon’s Brand Gating program which works by linking your unique Amazon Standard Identification Number (ASIN) to a checkpoint of sorts requiring third-party sellers and resellers to be approved to sell your brand. 

Amazon also shares your concern about sub-par counterfeit goods and realizes this activity damages their reputation as a trusted retailer as well as your brand image. Brand gating protects your business from knock-off sellers. 

Why do I need it? 

Brand gating does just what the name implies by ensuring only authorized users can access protected products. Unauthorized sellers remain enough of a concern that brand gating will result in protecting your product, profits, and reputation. Knockoffs will also be less prevalent and available if Amazon restricts access to your merchandise. 

Who can participate? 

Only brands enrolled in the Amazon Brand Registry can participate. Over 500,000 brands are currently registered. According to Amazon, “On average, enrolled brands report a 99% reduction in suspected infringements since Brand Registry launched.” That’s a pretty strong success rate!  

To enroll, you will need: 

• Your brand name and active registered trademark; this trademark must be visible on products or packaging. Brands with a trademark pending registration must meet specific requirements listed by country here. 
• The associated government-registered trademark number.  
• A list of product categories the brand may appear; such as Baby, Clothing, Toys & Games. 

With everything gathered – the trademark owner must complete the application by signing in with Seller or Vendor Central credentials. When the brand is approved, the trademark owner may add authorized agents.   

How do I apply for Brand Gating?

1. Compile ASINs 

Compose a document to forward to Amazon identifying the ASINs to be gated. Consider  the following: 

• if you have an extensive inventory, focus on top-selling products, 
• if you have been the victim of counterfeit attempts, provide those products, 
• if you only sell a limited number of products, submit your full line for consideration. 

       2. Provide documentation  

List any measures you have taken to avoid or stop counterfeiters that may include: 

• Proof your brand logo is on all products and packaging, 
• Correspondence to counterfeit sellers in the form of cease-and-desist letters, 

• Any contact with Amazon’s Counterfeit Crimes Unit 
• Confirmation you are enrolled in Amazon’s Brand Registry 
• Identities of any authorized third-party sellers 

     3. Submit application 

Forward all of the information you have compiled and submit your application for Amazon Brand Gating to your Amazon representative. There is no fee associated with this process. The approval can take three to five weeks with the caveat that submitting fewer products for review may result in a shorter turnaround. 

Not sure if your product is already gated? Simply go to your product listing and look under the Buy Box for the option to “Sell on Amazon” and if the “Other Sellars on Amazon” box is active.