If you’ve ever tried selling certain products on Amazon or Walmart, you may have run into a frustrating roadblock: category approval and gated products. 

These restrictions exist to maintain trust with customers and prevent counterfeit or unsafe items from entering the marketplace. While that’s great for buyers, it creates major hurdles for sellers who want to expand their catalogs. 

In this blog, we’ll dive deep into what category approval means, why products are gated, and how you can successfully get approval to sell in restricted categories. 

What Are Gated Categories and Products?

• Amazon: A “gated” category means you must apply and get approval before selling in it. Example categories: Jewelry, Grocery, Automotive, and Collectibles. Some individual brands (like Nike or Apple) are also brand-gated. 

• Walmart: Similarly, some categories such as Medical Devices, Food & Beverages, and Cosmetics require additional compliance documentation before listings go live. 

Why Do Marketplaces Gate Products?

• To maintain product quality standards. 

• To prevent counterfeit products. 

• To comply with regulations (e.g., FDA approvals for supplements or beauty products). 

• To protect brand integrity. 

How to Get Category Approval on Amazon

Requirements usually include: 

• Invoices from authorized distributors or manufacturers. 

• Certificates of authenticity or compliance (FDA, CE, UL, etc.). 

• A professional seller account in good standing. 

Steps: 

1. Log into Seller Central → Inventory → Add a Product. 

1. If a product is restricted, click Request Approval. 

1. Upload all required documents. 

1. Wait for Amazon’s approval (usually 2–7 days, sometimes longer). 

Tips: 

• Make sure invoices are recent (within 180 days). 

• Avoid using retail receipts—they’re not accepted. 

Apply with at least 10 units on the invoice. 

How to Get Category Approval on Walmart

Requirements usually include: 

• Product safety test results. 

• Certificates of compliance (FDA, FCC, etc., depending on category). 

• A U.S.-based warehouse or fulfillment method. 

• Proof of legitimacy for branded products. 

Steps: 

1. Log into Walmart Seller Center. 

1. Try to add your product. If restricted, request approval. 

1. Submit documentation. 

1. Wait for review (can take 1–3 weeks). 

Tips: 

• Walmart is stricter than Amazon—make sure your documents are clean and complete. 

• If denied, you can appeal with additional supporting materials. 

Common Mistakes That Lead to Rejection

• Submitting retail receipts instead of supplier invoices. 

• Using suppliers that aren’t authorized distributors. 

• Missing certifications (especially in food, health, or electronics). 

• Applying too early with a new seller account (accounts with sales history have better chances). 

Should You Hire Professional Help?

Category approval is one of the most intimidating hurdles sellers face. If you’re not sure which documents are required or how to prepare them properly, working with experts who provide Amazon store setup services and Walmart account management can save time and prevent repeated rejections. 

Key Takeaways 

• Gated categories exist to protect buyers and marketplaces. 

• Both Amazon and Walmart require proof of legitimacy (invoices, certifications). 

• The approval process takes time—be prepared with the right documents. 

• Avoid shortcuts like retail receipts or unverified suppliers. 

What’s Next? 

In the next blog of this series, we’ll cover: 
Blog #4: Winning the Buy Box – How Marketplace Algorithms Decide Who Gets the Sale. 

Ready to Unlock Gated Categories? 

Don’t let restricted categories limit your sales. Download our free checklist for category approval to see exactly what documents you need before applying. 

👉 book a 15-minute consultation with our e-commerce specialists to review your account and speed up your approval process.