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How to Safeguard Your Products and Brand Reputation with Amazon Brand Gating

Your brand is the core of your company and goes beyond a simple logo or memorable tagline.   Everything that makes you stand out from ...

Amazon Brand Gating

Your brand is the core of your company and goes beyond a simple logo or memorable tagline.


Everything that makes you stand out from the competition, from the caliber of your goods to the caliber of your customer support, is reflected in your brand.

However, what occurs when illegal resellers and counterfeiters target your brand?


It can harm not just your financial results but also the way consumers perceive your brand.

This is the purpose of Amazon Brand Gating.

Amazon Brand Gating helps safeguard your brand by enforcing stringent requirements for third-party sellers. This keeps counterfeit or cloned copies of your products out of the hands of unscrupulous individuals.


In order to sell on Amazon, third-party resellers must apply and meet specific requirements due to Amazon Brand gating.


This article will go over the specifics of Amazon brand gating, including what it is, how it functions, and how it might help your company.

Knowing about brand gating will help you protect your company and succeed in the long run, regardless of how big or little your firm is.

 Table of Content

What Does Amazon Brand Gating Mean?

Why is brand gating such a big deal?

How is Amazon Brand Gating implemented?

How is Amazon Brand Gating configured?

Give proof of your brand's efforts to prevent counterfeit goods.

How do you find out on Amazon whether your ASINs are Brand Gated?

How are brand-gated ASINs sold by third-party sellers?

Extra Resources for Brand-Gating

Project Zero at Amazon

Final Thoughts

What Does Amazon Brand Gating Mean?

Businesses can use Amazon brand gating to keep illegal resellers and counterfeiters away from their goods and brand. You may prevent counterfeit sellers from listing certain ASINs on Amazon by signing up for brand gating.

It implies that only approved retailers who have received clearance from your brands may list those goods for sale on Amazon.


Why is brand gating such a big deal?

Since the beginning of Amazon, there have been counterfeits. Furthermore, fake listings are still a common problem despite Amazon's efforts to prevent them.

For this reason, a lot of big businesses have been reluctant to engage in direct consumer sales. Furthermore, major companies like Nike and Birkenstock have ceased selling on Amazon due to the problems with counterfeiting.


According to Amazon's Brand Protection Report from 2021, the business had blocked over 2.5 million fake listings.


Customers are still susceptible to counterfeit frauds even with these safeguards in place.


Sometimes consumers choose to purchase subpar imitation goods over name brands simply because they are less expensive.


And that's when the issue arises. Not only do fake goods deplete your hard-earned revenue, but when customers unintentionally buy counterfeit goods, they might come to identify your brand with subpar performance and quality, harming your reputation over time.


Authorized merchants can take action against these counterfeiters and stop them from displaying their products on Amazon thanks to Amazon brand gating.

Brand gating helps stop counterfeiting by guaranteeing that only authorized sellers are able to list and sell your items by requiring third-party resellers to apply and meet certain requirements.


Amazon brand gating aids in controlling your products' prices as well. Unauthorized resellers frequently undercut prices, harming the profitability of your brand and jeopardizing your rapport with legitimate retailers.


You can keep your product pricing consistent and stop these resellers from listing your products by gating your brand.


How is Amazon Brand Gating implemented?

Resellers who have their products brand gated on Amazon must certify that you have given the brand permission to sell on Amazon.


When an ASIN is gated, a third-party seller wishing to list your ASIN needs to submit three purchase invoices from the distributor or manufacturer that were issued within the last ninety days, together with written consent from your brand.


Furthermore, sellers are required to pay a $1,500 non-refundable fee, which deters unauthorized sellers from wanting to easily counterfeit your products in exchange for a quick payout.


How is Amazon Brand Gating configured?

After learning the importance of brand gating, follow these instructions to set up brand gating on Amazon.

Register with Amazon Brand Registry

Only brands registered in the Amazon Brand Registry are eligible for Amazon brand gating. Your brand must meet specific requirements set by Amazon in order to be added to the Amazon Brand Registry. For example:


Possess a trademark that is registered with the USPTO, either in image-based marks (such as letter(s)/word(s)/number(s)) or text-based marks (such as Typeset letter(s)/word(s)/number(s) or Standard Character Mark).

·       As the legitimate owner of the trademark, submit verification documentation.

·       Upload pictures of products that use the trademark name.

·       Provide the product categories where your brand is listed.

·       Enumerate the nations where products are produced and sold.

·       Create a Professional Seller account on Amazon


The following step is easy if you meet the eligibility conditions. All you have to do to validate your Amazon Brand Registry account is finish these steps:


·       Send in your legal and corporate data.

·       Verify your identification using text or SMS.

·       Accept the rules, guidelines, and requirements of the program.

·       Select "Save" after that.

·       Amazon will verify your registration status in one to two weeks.


Gather ASINs for your products.

Create a list of ASINs you wish to keep protected after registering. Start with the best-selling product in your large catalog before moving on.

Make sure your product is not included in any of Amazon's prohibited product categories. For example:


·       Firearms

·       Tobacco

·       Alcoholic Beverages

·       Adult Products

·       Gambling & Lottery

·       Jewelry & Precious Gems

·       Cosmetics & Skincare Products

·       Electronics

·       Food & Beverage

·       Medical Devices

·       Medical Devices & Accessories

·       Offensive & Controversial Materials

·       Lock Picking & Theft Devices

·       Postage Meters & Stamps

·       Surveillance Equipment

·       Plant & Seed Products

·       Explosives, Weapons, and Related Items


Give proof of your brand's efforts to prevent counterfeit goods.

Amazon supports teaming up to combat counterfeit goods. Thus, you have to demonstrate to Amazon that you actively work to prevent counterfeit goods.

As an illustration:

·       Does your company have an Amazon Brand Registry account?

·       Does your company use its logo on its packaging and products?

·       Do you provide any product bundles?

·       Do your products have Amazon transparency enrolled?

·       Have you ever used the Report Infringement form to submit your counterfeit issues?

·       Have you ever written cease-and-desist letters to vendors of counterfeit goods?

Amazon may see from all of this information that you take efforts to safeguard your brand.


After gathering the ASINs and documentation for your product, submit it to Amazon and follow the progress of your application to check on its approval.


How do you find out on Amazon whether your ASINs are Brand Gated?

It's simple to check if your ASIN is gated on Amazon after signing up for brand gating. This is how it works:


·       Use a separate seller account to log in. Avoid making a new seller account under the same name. It might result in a ban.

·       From the Seller Central Home page, click the "Catalog" menu and choose "Add a Product."

·       Look for the product you wish to sell.

·       Find your ASIN by logging in, then select the "Sell on Amazon" option.

·       Amazon will display a popup stating, "You need the approval to list in this brand," if the product is brand-gated.


How are brand-gated ASINs sold by third-party sellers?

Selling gated products on Amazon requires resellers to go through an approval process. In order to do it, resellers need to

·       Act like a seasoned salesperson.

·       Complete the seller performance assessment.

·       Give Amazon three manufacturer purchase invoices from the previous ninety days.

·       Give the parent brand the payment details for the $1500 non-refundable charge.

·       Certify that you have been given permission to sell under the parent brand.

The listings will be removed from the marketplace by Amazon if the reseller is unable to supply any of these.


Extra Resources for Brand-Gating

A variety of additional measures are included with Amazon to safeguard brands from imitations. Here are a few of them:

Unit for Counterfeit Crimes

In 2020, Amazon established the Counterfeit Crimes Unit to track down counterfeiters worldwide. This unit's mission is to find and identify vendors that are selling phony and counterfeit goods. Additionally, it facilitates the prosecution of these vendors by law enforcement.


Brands are urged by the Counterfeit Crimes Unit to actively participate in bringing legal action against counterfeiters.


Amazon's openness

Only the US market offers transparency, which provides vendors with distinctive barcodes to distinguish their goods. After that, before products are shipped to customers, Amazon scans the labels to verify their legitimacy.


It assists vendors in guaranteeing that buyers obtain authentic merchandise from licensed sellers.


Project Zero at Amazon

Three instruments are used by Project Zero to identify and eliminate fake goods:


Automatic safeguards: An artificial intelligence program that finds and eliminates fake goods automatically

Self-Service fraudulent Removal: Sellers are authorized by Amazon to mark and remove fraudulent items from their listings.

Product serialization gives vendors the option to provide each product a special serial number that serves as an authentication tool.


Final Thoughts

In conclusion, it's critical for Amazon sellers to safeguard their brands and merchandise against imitators. Amazon has put in place a number of safeguards to help protect your brand's reputation and customers' trust, including Project Zero, Brand Gating, and the Counterfeit Crimes Unit.

You may drastically lower the possibility of fake goods being marketed under your brand name by utilizing Amazon brand gating.

Set up a call with us right now, and allow us to assist you in safeguarding your Amazon brand. To begin, click now.

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