The 2025 Amazon Brand Gating Tips & Tricks

Thieves, impostors, counterfeiters! Off with their heads! If you’re a respected brand owner on Amazon, you must be sick of people listing your products without permission. Thank goodness you have Amazon Brand Gating now. 

Remember when the French comedienne crashed the Chanel runway and pretended to be a model? Gigi Hadid stepped in, put a hand on her shoulder, and made sure the impostor didn’t ruin the show. That’s exactly what Amazon Brand Gating does — keeping your business safe from fakes.

Amazon Brand Gating keeps your listings — the stuff you invested in — under your control. Every sale goes to you, your prices stay steady, and impostors can’t sneak in to mess with your brand and steal your sales.

Don’t Wait — Get Results

What is Amazon Brand Gating (and Why Should You Care)?

Imagine selling something special on Amazon, like a bestselling gadget, your signature jam, or the cutest kids’ shoes. Now, imagine that someone else tries to sell online a fake version of it under your name. How dare they! 
That’s where Amazon Brand Gating comes in — it's like a security guard for your listings. It ensures that only you and your selected sellers can list your products. It also avenges you, which is even more important. Impostors trying to steal from you? They're blocked at the door.

Once your precious listing is gated, it’s yours and yours alone. You control who can sell it, keep prices that you like, and make sure all your hard work on Amazon benefits you — not some copycat.

Perks of Brand Gating on Amazon

Amazon wrote in the last Brand Protection Report that the company tracked and destroyed over 15 million counterfeit products in 2024. They’re like Captain America — defender of the law, protector of the people. 
Let's take a look at the benefits that your business will have thanks to Amazon's fierce defensiveness.

1. Price pirates overboard! Without brand gating, a random seller could list your $50 kitchen gadget for $35. Suddenly, customers think your product is worth less, and your profits on the market take a hit. Save your hard-earned value with Amazon Brand Gating.
2. Protect your reputation. Imagine that you sell a high-quality skincare serum licensed by ‌doctors. An unauthorized seller could push a fake version of it and do actual harm to the customers. And you will be the one to blame. Suddenly, your brand looks unreliable, even though it wasn’t your fault. 
3. Get your brand under control. With Brand Gating, you can set quality standards for content. Say you make handmade candles. The last thing you want is someone posting them with blurry photos. They steal from you and make your brand look unprofessional. That's too much to bear.

Amazon Brand Gating Myths: Busted, Debunked & Tossed Out

There are a few myths about Amazon Brand Gating. Today, we're going to play in MythBusters and try to debunk (or confirm) them.

Myth 1: Brand Gating is Only for Huge Companies

Not true! Every registered brand with active products on Amazon can request gating. Dear tiny handmade soap shops and cozy candle businesses — don’t be shy! Do everything to protect your listings.

Myth 2: Gating Makes the Brand More Complicated to Manage

In most cases, you don’t need to worry about approving multiple sellers — just choose a few trusted partners. You may occasionally get a new seller request, but it’s just a quick yes or no. When it comes to paperwork, you need to have documentation to prove brand ownership. It’s very straightforward.

Myth 3: Brand Gating Won’t Prevent All Fakes

There’s always a slight chance that some evil mega-mind would succeed. No system is indeed 100% perfect. But brand gating makes it significantly harder for impostors to list fake products under your brand. Amazon will block unverified listings for you.

The “Secret Club” Amazon Brand Gating Requirements

You don't need to be a Fortune 500 company to protect your brand. It’s more about paperwork and reputation. Here’s your dress code to enter the Brand Gating fancy club: 

Amazon Brand Gating Policy 2025: What’s New

Amazon’s gating policy is like Cerberus, except it grows an extra head every year. By 2025, the dog has sixty-six heads that could bite both counterfeiters and brand owners if they don’t play by the rules. Let's take a closer look to learn how to befriend it.

Rules Refresh: It Gets Stronger and Faster

First, Amazon’s AI-powered systems can stop 99% of fake listings before they even appear. That's really impressive! Additionally, brand owners can secure key details now — including titles, images, and descriptions. 
Second, if the gate guard already knows you (you showed them your ID, trademark, or invoices), you’ll be approved faster. 
Third, the system will share information with you. You will have access to detailed data of every seller, including their country of origin and storefront history. It’ll help you identify those you can’t trust.

How to Avoid Being Bitten: Prohibited Practices

It’s great to have a guard at the door — but you still need to keep your house in order. Here are a few big no-nos straight from Amazon:

1. Pay attention to who lists your products. You can’t do anything; you need to report the violations. Use the Amazon Brand Registry tools to manually monitor and report unauthorized sellers if the system didn’t find them.
2. Don’t manipulate reviews or ratings. It’s a big “no” at Amazon. You can’t offer discounts, freebies, or rewards in exchange for reviews; they should be earned. It’s a big AI system, honey, don’t even try, for your own good.
3. Don’t use fake or misleading product information. It’s important to Amazon that its customers know what they buy. And it’ll protect that right.

Amazon Brand Gating Guide

Applying for Brand Gating on Amazon might sound a bit overwhelming, but we’re not afraid. Let’s be brave and protect poor little listings from the bad guys. Here’s how:

Step 1: Join Amazon Brand Registry

This is your golden pass. Without Brand Registry, you can’t even knock on the Brand Gating door. To get in, you’ll need a few things:

• A registered trademark in your brand’s name.
• Pretty product images that clearly show that you care about how your products look.
• Official business docs proving that you own the brand.

It doesn't sound like much, so just do it!

Step 2: Request Brand Gating

Once you’re verified in Brand Registry, you can request gating for your special products. Congrats!

What you need to send:

• Your ASINs (Amazon Standard Identification Numbers) that you want to protect.
• Proof you’re the brand owner. Yes, again, but it’s really important for Amazon.
• Why your products need protection (e.g., a history of counterfeits or unauthorized sellers).

Step 3: Pass Automated Verification 

Amazon quickly reviews your documents, trademarks, and listings. If everything looks good, you can often get approved instantly — or at least much faster. Once gating is active, unauthorized sellers will be blocked from listing your products. We like it so much, but you’ll have some work to do too. You’ll get to play gatekeeper. But don't be scared — be picky. You’re the boss now. Only approve sellers who can:

• Follow your brand standards.
• Deliver on time.

Provide good customer service.

Step 4: Monitor and Maintain

Brand Gating works best when you check what’s going on. Review your brand’s listings regularly and keep your product info fresh: images, descriptions, brand detail, etc. The best solution is to set a calendar reminder (monthly or quarterly) to not forget.

Bonus Tips & Tricks: You’re Not Here for the Basics

Getting your listings safe on Amazon is easier when you know a few pro-level insights.

1. Use Brand Registry support. Once you’re in Brand Registry, you get access to a special support team. Write them directly when things stall — they usually respond faster and can send your requests to the right people.
2. Start with the most vulnerable products — your highest-value or most frequently hijacked ASINs. Amazon prioritizes urgent cases, especially if you can show past counterfeit issues.
3. Use serialization for extra protection. Pairing Amazon’s Transparency program with Brand Gating almost guarantees listing safety. It makes every unit trackable. Many brand owners don’t realize that you can use both programs together.
4. Train your approved sellers. Send to all approved sellers clear brand guidelines: photos, messaging, and packaging rules. Keeping them aligned means fewer headaches later.
5. Automate monitoring. Tools like Helium 10 or Jungle Scout can notify you about unauthorized sellers faster.

Brand Gating vs Brand Registry: The Main Difference

People often confuse these two, so let's clear things up. Brand Registry is like getting the keys to your house — you officially own it. Brand Gating is like installing locks and an alarm system.
You need a house to install locks, and you need locks to protect your house.

The Takeaway

Think of brand gating as a VIP bouncer at a crowded nightclub. It keeps the fakes out, protects your image, and ensures the right customers have the right experience. Investing time in registering your brand and setting up gating protects your pricing, reputation, and customers’ trust.

FAQ

What is the Amazon Brand Gating program?

Brand Gating is Amazon’s way of protecting your products from impostors and unauthorized sellers. Only approved sellers can list your products, which helps keep pricing consistent, ensures quality, and protects your brand’s reputation.

How do you gate your brand on Amazon?

To gate your brand, you generally follow these steps:

1. Make sure your brand is registered with a trademark.
2. Join Amazon Brand Registry.
3. Submit documentation like ASINs, product photos, and invoices.
4. Request Brand Gating for your products.
5. Approve trusted sellers and monitor listings.
6. Once approved, unauthorized sellers are automatically blocked from listing your products.

What is the Amazon policy change 2025?

In 2025, Amazon strengthened its Brand Gating policies to make protection faster, stricter, and more transparent. Updates include:

• Stronger safeguards against counterfeit products.
• Faster approval for verified sellers.
• More visibility into who can list your products.

These updates help brands — big or small — protect their listings and reputation more efficiently.

Who can benefit from Amazon Brand Gating?

Brand Gating isn’t just for huge corporations. Small and mid-sized businesses with a registered trademark and active product listings can benefit too. It helps protect profits, maintain consistent pricing, prevent counterfeit products, and build customer trust.