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Welcome back to the Listings Lounge, today we are going to discuss the challenging topic of how to Apply for Approval for Products, Brands, and Categories. I’ve discussed this in a number of other threads but I wanted to centralize these best practices and strategies to improve the first application you make being accepted.

Why Does Amazon Require Approval for Some Products/Brands/Categories?

Amazon requires approval primarily to ensure the quality, safety, and authenticity of products on the Amazon Website. Amazon wants to do everything in its power to reduce the number of negative experiences for buyers and some products, brands, and categories pose greater challenges than others.

What Should I Ensure That I Have Before Applying?

The different documents that you might need can vary between the different applications however the most common requirements are a valid invoice and product pictures. I highly recommend reviewing the following videos to ensure you know what is expected for those documents:

Invoice requirements for when you apply to sell

Picture requirements for when you apply to sell

Why Was My Application Denied?

In most instances Amazon will deny an application because the documents are incomplete or cannot be validated. Due to the internal nature of the review process Amazon won’t always be able to provide specific details on why your application wasn’t accepted I would recommend that you ask the following questions of yourself:

• Does your Invoice represent the actual sale of inventory or is it a Pro Forma Invoice? Your Invoice must be a full purchase and not an estimate.
• Does your Invoice clearly tie to your Amazon Seller Account? If the identity information on the invoice doesn’t match what you provided when you created your Amazon Selling Account, it may be difficult to verify the relationship.
• Do you have a good sense of the source of your inventory? In most cases Amazon will only accept invoices from verifiable suppliers and not retail or ecommerce receipts.
• Do the images provided and invoice clearly represent the same products? If Amazon cannot determine that the product you are intending to sell is the product represented on the invoice, you may run into challenges.

Managing a Growing Catalog

While some products do not require approval, those expectations can change based on Amazon’s business need. In my personal experience, I would recommend approaching any product you list as though you may need to get approval in the future. Ensuring you have clear invoices and sources of your inventory have the appropriate any other documentation (such as safety documents), and being prepared to show proof of your inventory (such as images) will help both protect you and create great buyer experiences.

Have you had success in applying for a category, brand, or product? What have you found most helpful in this process? If you have had difficulties and later got approved, please share your story.

If you have any specific difficulties with applications, please feel free to create a new thread with your most recent Seller Support Case ID and the details of your experience.

Thank you for your time everyone and have good luck with your applications!

-Glenn

Resources

Guidelines to source products to sell on Amazon

Product Packaging Picture Requirements