In this video I walk through what actually happens when Amazon says approval is required and how to deal with it without panicking or second guessing. A lot of sellers hit this roadblock and either give up, or make things worse by submitting the wrong documents. This breakdown covers what Amazon is checking, what you need to submit, and how to fix things if your application gets rejected. Watch the video for the full walkthrough and use this summary as a clear playbook.
Why Amazon asks for approval
When Amazon requires approval, it is not random. It is a protection layer built around safety, authenticity, compliance, and brand or IP protection. Gating can sit at category level, brand level, or even at individual ASIN level. The first thing you should always do is check Seller Central properly and confirm where the restriction actually sits. Amazon publishes official guidance for gated categories and brands and that should always be your starting point.
What Amazon is actually checking
In most cases Amazon looks for three things. Proof of legitimate supply, which means invoices from manufacturers or authorised wholesalers. Product evidence and compliance, which includes photos, packaging, barcodes, and safety documents where required. And business consistency, where your Seller Central details must match what appears on your invoices. Small mismatches in names or addresses are one of the most common reasons applications fail.
The step by step application process
The process always starts in Seller Central. Try to add the product using the ASIN or barcode and confirm that approval is actually required. Once confirmed, open the exact Seller Central help page for that category or brand and follow the requirements listed there. Do not guess. Amazon changes rules by category and sometimes by region.
Next, gather the correct invoices. Amazon wants commercial invoices, not consumer receipts. These should show the supplier’s contact details, your business name and address exactly as shown in Seller Central, the product identifiers, quantities, pricing, and be dated within the lookback window, usually between 90 and 180 days.
Then collect your product evidence. High quality images of the product, packaging, labels, and barcodes are essential. Regulated categories such as supplements, cosmetics, toys, or electronics also require the correct safety certificates or lab reports. If the restriction is brand related, you may also need a letter of authorisation from the brand owner.
Submitting and responding correctly
When submitting your application, upload everything through Seller Central and annotate your documents clearly. Highlight which invoice line matches which ASIN. This speeds up reviews and reduces back and forth. After submission, Amazon will either approve, deny, or request more information. If they ask for more details, respond quickly with clean and unedited documents.
If you are denied, read the response carefully. Most rejections come down to mismatched business details, retail receipts instead of invoices, missing supplier information, or insufficient quantities. Fix the specific issue and reapply. If you believe the rejection is wrong, escalate through support with a short explanation and properly annotated documents.
When to change approach
If you cannot obtain legitimate invoices or authorisation, do not try to bypass the system. Repeated failed attempts can lead to listing suppression or wider account problems. In those cases, pivot to non gated products, work with authorised suppliers, or explore brand registry routes if you own or represent the brand.
Approval on Amazon is predictable when you follow the steps properly. Watch the video for the full detail and check the links in the description for official Seller Central guidance and supporting resources.
