Selling on marketplaces like Amazon and Walmart offers massive visibility—but not every category is open for immediate listing. Many sellers hit the same roadblock:
“Category/brand approval required.”

Restricted categories such as Health, Grocery, Beauty, Baby Care, OTC medicines, Topical products, Supplements, and certain premium brands require strict compliance, certifications, and brand authorization before going live. Without proper documentation, sellers face listing denials, suppressed listings, or even account flags.

This blog breaks down why approvals exist, how they work, and how professional Ecommerce account management services help sellers clear restrictions faster and safer.

Why Do Marketplaces Restrict Certain Categories?

Amazon and Walmart enforce approval blocks to:

• Ensure product safety (especially for ingestible or topical items)

• Prevent counterfeit or unauthorized products

• Protect brand integrity

• Maintain compliance with FDA, FSSAI, or marketplace-specific guidelines

• Reduce customer claims and regulatory risk

Categories like Health, Beauty, Grocery, Personal Care, Baby, and Pet Supplies have higher safety standards, so marketplaces require sellers to submit proper documentation before selling.

Common Marketplace Categories That Require Approval

1. Health & Personal Care

Items like supplements, OTC products, skin creams, lotions, and medical devices must follow FDA, FSSAI, or labeling compliance.

2. Grocery & Gourmet

Food items require:

• Expiry & manufacturing details

• Clean packaging standards

• Brand authorization or invoices

• US/India-specific packaging compliance

3. Beauty & Cosmetics

Makeup, serums, essential oils, haircare, and skincare products must prove:

• Authenticity

• Ingredient compliance

• Safe packaging

• Proper labeling

4. Toys, Electronics & Baby Products

Safety certifications (CE, BIS) and brand authorization are often mandatory.

5. Premium & Protected Brands

Many brands are gated and require:

• Authorization letters

• Brand registry

• Proof of authentic sourcing (invoices)

What Marketplaces Usually Ask for During Approval

To get ungated, sellers typically need:

• GST certificate (India) or Business license (US)

• Brand authorization letter (LOA)

• Purchase invoices from authorized distributors (90 days validity)

• High-quality product images

• Compliance certificates (FDA, FSSAI, CE, MSDS, etc.)

• Product packaging that matches marketplace standards

• UPC/EAN/GTIN barcodes

Missing or incorrect documentation leads to rejection or repeated delays.

How Approval Blocks Affect Sellers

Restricted categories can slow down or completely block product launches. Sellers often face:

• Listing creation failure

• ASIN creation errors

• Brand gating messages

• Suppressed listings due to compliance issues

• Account flags for repeated approval attempts

This is where professional assistance becomes essential.

How Ecommerce Account Management Services Help You Get Approved Faster

Experienced teams offering Ecommerce account management, marketplace management, and compliance support can significantly reduce approval delays.

We Help With:

1. Category & Brand Ungating Assistance

Full support with documentation, invoice verification, LOA preparation, and compliance checks.

2. Compliance & Certification Guidance

Ensuring product labeling, packaging, and certificates meet Amazon/Walmart standards.

3. Brand Registry & IP Protection

Helping sellers secure rights that prevent unauthorized listings and boost trust.

4. Marketplace Communication

Managing support tickets, escalation paths, and appeal communication.

5. Safe Listing Setup & Risk-Free Launch

Once approved, listings are optimized to avoid suppression or reinstatement problems.

Best Practices to Avoid Approval Issues

• Always buy inventory from authorized distributors or direct brands

• Keep clean invoices with full details

• Maintain consistent product packaging

• Upload proper images that reflect real product usage

• Never list restricted items without pre-approval

• Use Ecommerce account management services to ensure compliance

Final Thoughts

Category and brand approval blocks are common, especially for high-risk or highly regulated categories. But with the right preparation—and support from professional Ecommerce account management services—you can get approved faster, avoid rejections, and launch products smoothly on Amazon and Walmart.

Need help with category or brand approval?
Our marketplace management services ensure fast, compliant, and error-free approvals so you can grow your catalog without limitations.