Is it Worth to Ungate?
The approval process for gated categories and subcategories can be lengthy, difficult, and expensive. But the good news is that the approval process — and, in some cases, the corresponding application fee — tends to scare off less serious sellers. So if you are approved to sell in a gated category or subcategory you may see a lot less competition than what you would experience when selling products in ungated categories. If you are an established seller looking to grow your business in a significant way, this competitive edge could be just what you need to take your business to the next level.
Subcategory Gating is the New Trend
Amazon is constantly refining their list of gated categories in an effort to improve the process and better meet their quality goals. In general, Amazon’s strategy seems to be moving in the direction of gating particularly sensitive subcategories. For example, Health & Beauty is no longer a gated category, but the more sensitive subcategories under Health & Beauty are now gated (e.g. Topicals and Dietary Supplements). Amazon has not published a master list of gated subcategories, so there isn’t a super quick way to figure out if a particular subcategory is gated or not. Before you decide to sell any product, it is a good idea to do a check in Seller Central to see if there are listing restrictions or if you need to apply for ungating.