Can’t think of a unique product to launch? Selling branded products on Amazon could be the smarter move you’ve been overlooking.
Many sellers assume that if you don’t create your own brand, you won’t stand a chance. But established brands already have customer trust, which can make selling them easier than pushing an unknown label.
Of course, selling branded products on Amazon isn’t without its challenges. From brand gating to IP complaints, you’ll need to know the rules before diving in.
In this guide, we’ll explain how to sell branded products on Amazon and what it takes to get permission to sell. We will also cover Amazon tips for selling branded products so you can grow faster in the marketplace.
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Learn How to Sell Branded Products
Smart strategies mean the difference between account issues and consistent growth. Don’t guess, do it right.
What Does Selling Branded Products on Amazon Mean?
When you shop on Amazon, you may notice sellers offering branded products even though they aren’t the official brand. This happens because Amazon allows sellers to apply and get approval to resell branded items, provided they have the proper authorization.
In this context, selling branded products means securing permission from the brand owner or an authorized distributor to list their items on Amazon. By doing this, sellers can tap into the brand’s existing reputation and customer trust instead of starting from scratch with their own label.
Benefits of Selling Branded Products on Amazon
Consumers are naturally drawn to brand names before making a purchase because familiar brands give them confidence and reduce risk. Here are the reasons why many sellers choose to sell branded items on Amazon instead of creating one themselves:
- Shoppers already know and trust the brand, making them more likely to buy without hesitation.
- Established brands shorten the decision-making process since customers don’t need convincing.
- The brand’s reputation does the heavy lifting, reducing the need for heavy ad spend.
- Branded products can often sell at higher prices compared to generic alternatives.
- Well-known brands enjoy repeat buyers who actively seek out their products.
Drawbacks of Selling Branded Products on Amazon
Like any other selling model, there are also disadvantages to selling branded items. Below are the main challenges sellers need to consider:
- Many sellers may be offering the same branded item, leading to price wars and thinner margins.
- You don’t control the branding, packaging, or customer relationship since the brand already owns that space.
- Amazon requires invoices, authorization letters and has strict rules that, if violated, can lead to suspensions.
- Fake products can appear under the same listing, hurting sales and damaging reputation.
- Referral fees, FBA costs, and reliance on Amazon’s platform can eat into profits and limit flexibility.
How to Sell Branded Products on Amazon
Selling branded products on Amazon can be complex with all the requirements and approvals involved, but if you have a clear guide to follow, it becomes much easier to avoid mistakes and move forward with confidence. Here is the step-by-step guide to start selling branded products on Amazon:
Step 1: Set Up Your Professional Amazon Seller Account
The very first step in selling branded products is setting up a Professional Seller Account. While Amazon does offer an individual plan, it won’t give you access to the gated categories or the advanced tools required to sell branded products.
The professional plan has a flat monthly subscription fee, but it quickly pays off if you sell more than 40 items per month. More importantly, this plan is a prerequisite for applying to sell in restricted categories and brands, making it the only realistic choice for branded reselling.
Step 2: Apply for Brand Approval
Many branded products fall under Amazon’s gated brands or categories, meaning you need Amazon’s approval before listing them. To get approved, you’ll submit invoices from your authorized distributor along with other supporting documents if requested.
This step is crucial because Amazon won’t allow you to list restricted branded products without approval. Make sure your invoices are clear, recent (within 180 days), and match the business information in your Seller Central account.
Step 3: Source from Authorized Distributors
To sell branded products legally on Amazon, you must buy your inventory from authorized distributors. This ensures that the products are authentic and that you’ll have the proper invoices Amazon requires for brand or category approval.
Work directly with distributors that have a solid reputation and can provide detailed invoices with their business information clearly stated. Avoid gray-market suppliers or random online retailers since Amazon will reject those invoices, and worse, you risk account suspension for selling inauthentic goods.
Step 4: Create Your Product Listing
Once you have approval, you can move on to creating the actual listing. This step involves entering the product’s ASIN, UPC, or EAN in Seller Central and filling out all the required details like title, description, images, and keywords.
For branded products, accuracy is key, so use the exact brand name, product identifiers, and descriptions provided by the brand or distributor. Any mismatch could lead to listing suppression or policy violations.
Step 5: Manage Your Business and Inventory
Once your branded products are listed, the real work begins because you must keep your account healthy and inventory moving. You’ll need to:
- Monitor stock levels to avoid running out of inventory or overstocking.
- Track pricing to stay competitive while following MAP (Minimum Advertised Price) rules if the brand enforces them.
- Watch your account health closely since branded items can trigger complaints if listings or authenticity checks aren’t handled correctly.
- Respond quickly to customer feedback and returns to maintain strong seller metrics.
Selling branded products isn’t a set-it-and-forget-it move. Ongoing management ensures you keep your approvals, protect your margins, and avoid compliance issues.
Sell Branded Products the Right Way
Avoid suspensions and lost revenue by understanding Amazon’s rules before you list.
Proven Tips for Selling Branded Products on Amazon
There isn’t a single formula for success when it comes to selling branded products on Amazon. But there are proven strategies sellers can follow to improve their chances of building a profitable and sustainable business:
1. Master Your Sourcing and Ungating Process
Getting ungated is just the first step because the real advantage comes from building strong, long-term relationships with your suppliers. Brands and distributors are more likely to prioritize sellers they trust, giving you better pricing and early access to new products.
Don’t rely on one supplier for all your inventory needs. If they change terms, run out of stock, or raise prices, your business could stall, so always diversify your supply chain with multiple authorized distributors.
2. Be Strategic with Product and Brand Selection
Not all branded products are worth selling. If Amazon itself or the brand’s official storefront dominates the listing, you’ll find it nearly impossible to compete on price or visibility.
Instead, focus on listings with steady demand and a manageable number of sellers. A sweet spot is usually somewhere between 2-10 active sellers, which is enough demand to support competition but not so crowded that margins disappear.
3. Optimize Your Operations and Inventory
FBA is often the smarter choice when selling branded products. It gives your offers Prime eligibility, improves your chances of winning the Buy Box, and takes the stress out of shipping and returns.
At the same time, inventory management can make or break your business. Track your sales velocity closely, avoid tying up cash in overstock, and plan your restocks early to keep products live and ranking.
4. Set Competitive Pricing While Protecting Margins
Winning the Buy Box usually comes down to smart pricing, so don’t try to manage it manually. Use Amazon’s “Automate Pricing” or third-party repricers to stay competitive without eating into your margins unnecessarily.
Before setting any price, run the numbers with Amazon’s FBA Revenue Calculator. This ensures you’re accounting for referral fees, FBA fees, storage costs, and shipping so that you’re not selling at a loss without realizing it.
5. Protect Your Account Health and Reputation
Branded manufacturers care deeply about how their products are represented, which is why Amazon monitors account health closely. Always provide responsive customer service, even if you use FBA, to keep defect rates and negative feedback low.
Keep detailed invoices, brand authorization letters, and supplier records on file at all times. If an intellectual property complaint comes in, a clean and verifiable paper trail is your strongest defense against account suspension.
FAQs About Selling Branded Products on Amazon
The Winning Formula for Selling Branded Products
Selling branded products on Amazon comes with challenges, but it’s not impossible. With the right approvals, strategies, and compliance in place, sellers can confidently build profitable businesses.
This article outlined the basics of approvals, benefits, risks, and tips for success. By following Amazon’s policies and preparing the right documentation, sellers increase their chances of long-term growth.
Are you unsure how to start selling branded products on Amazon? Our full-service Amazon agency is here to help you out!
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Branded items can be a goldmine if you know how to source, list, and protect them correctly.
