How To Ungate Your Amazon Account To Sell in Australia
Since 2000, Amazon has become a global marketplace, thanks to its virtual shelf that is open to businesses and individuals alike who are looking to sell their products worldwide.
In Australia, for instance, more than 14000 small and medium businesses (SMBs) sell in Amazon stores. Amazon’s trusted business model continues to help Australian SMBs to reach hundreds of millions of customers, build their brands, and foster business growth.
Amazon’s catalog features a massive number of products, with over 200 million different listings. With such limitless amounts of products that you can list on Amazon seller central Australia, the e-commerce giant uses its restrictive ungating policies to approve what a seller can or can’t sell.
While navigating these restrictive policies is admittedly tedious and frustrating on the seller’s part, Amazon must enforce them as they ensure product quality, bolster consumer trust, and protect the health and safety of end users.
Ungating refers to gaining approval to list and sell in Amazon’s restricted product categories, brands, or countries. If you are an Australian-based Amazon FBA seller with a great idea for a new product, or you are just looking to expand your inventory, getting access to Amazon’s gated (restricted) categories will help you tap into more profitable and less competitive niche markets.
Once you determine that your products fall under any of Amazon’s restricted categories, compliance with the necessary guidelines is mandatory.
As already mentioned, however, ungating a restricted category is a tedious process that requires that you fulfill all the safety requirements set out by Amazon.
If you are an Amazon seller looking to tap into Australia’s domestic and international markets, it is vital to familiarize yourself with the product categories available for sale and the restrictions associated with each one.
Amazon Seller Central Australia imposes specific requirements for every restricted category, and it is vital to meet all those before you embark on the process of ungating your account.
That being said, there are two ways to get ungated in Australia for Amazon.com.au. You can do all the heavy lifting by yourself, or use the ungating service for Australia that will do all the legwork and collect the necessary documentation on your behalf.
Herein, we outline the easy steps to ungate your Amazon seller central Australia account and sell successfully.
Selling on Amazon in Australia
Amazon Australia officially opened online in December 2017, on the back of a massive outlay in terms of online and digital investment.
The arrival of the e-commerce giant prompted many Australian businesses – most of them small and medium – to invest more in their e-commerce offerings.
By early 2023, and despite being a relatively new entrant into the Australian market, Amazon had surpassed eBay as the number one most visited site.
As of 2023, Amazon’s operational footprint in Australia has more than doubled, generating an estimated gross merchandise value (GMV) of more than $4 billion.
Its GMV, which largely comprises sales from third-party sellers, is currently larger than that of four key Australian players combined, namely; Universal Store, Premier Investments, Accent Group, and Beacon. Among other factors, that has cemented Amazon as a booming retail environment for businesses and individual sellers to reach a wider Aussie audience.
As a leading e-commerce platform in Australia, Amazon’s online penetration and market impact are only expected to rise, not to mention its vast array of product categories that continue to drive Aussie shoppers to the platform. From jewelry and books to electronics and pantry items, the list is limitless.
Selling on Amazon Australia grants merchants access to robust selling tools and the opportunity to tap into Amazon’s vast logistics network through services like Fulfillment by Amazon (FBA).
Furthermore, Amazon now has Prime membership available for Aussies that appears to be operating on a large scale. Ultimately, Amazon ensures a seamless shopping experience and reliable customer service, which are two key factors that help established brands and new entrants effectively cater to the demands of the local market.
That said, here’s an overview of the seller guidelines:
- Choose a selling plan: Two options are available; namely Individual and Professional. For the former, you’ll pay $0.99 (excl. GST) per sale, while the latter charges a monthly fee of $49.95 (excl. GST) as long as you have active listings.
- Complete your identity verification to become successfully registered as a seller on the Amazon Australian store.
- Create an Amazon seller account: Here, you can either use your customer account to start selling or create a brand-new Amazon seller account using your business email. Before you sign up, you’ll need a business email address, tax information, phone number, government ID, chargeable credit card, and a bank account.
- Once all the legalities are met, create a listing and list your products on the Australian version of the marketplace (Amazon.com.au). Find popular products in existing categories and list them on Amazon’s stores, or source goods and sell them under a private label, or both.
- Ensure that your product listings in Seller Central Amazon Australia feature product identifiers such as GTIN, ISBN, UPC, or EAN, product IDs such as SKU numbers, as well as product details such as names, price, quantity, and available shipping options.
- Choose a fulfillment method – either ship independently or utilize Australia’s Amazon’s Fulfilment by Amazon (FBA). Opting for FBA lets sellers use Amazon’s storage and shipping infrastructure. Amazon also manages customer interactions, including returns.
- Maintain proper standards on your seller account. Amazon expects Australian sellers to uphold certain performance standards, emphasizing metrics such as order defect rate and timely shipments. So be sure to track sales, fulfill orders, create professional-quality listings, and employ ethical standards while seeking feedback or responding to customer questions.
- Grow your business with promotion. Amazon can help with this. They provide advertising tools like Sponsored Products and Amazon Stores to boost product visibility.
- Offer customers special offers to boost sales, and that includes offering discounts, setting competitive prices, or free shipping options to entice customers.
Whatever you can list on Amazon Australia Seller Central depends on the product type, category, and brand.
Also, remember that all categories are open to all sellers. Some categories require a Professional seller account, while others can’t be sold by third-party sellers and, therefore, fall under the restricted (or gated) categories.
That said, the guidelines listed above can differ from one product to another or a category to the other. Despite the slight differences, however, these rules represent Amazon’s general guidelines that new Australian sellers have to fulfill.
Amazon Australia Seller Central
Amazon’s e-commerce operations were for a long time restricted to the USA, Canada, and the UK. Over the years, the company has opened its online business to a host of overseas jurisdictions, including Asia (India, and Japan) and Europe (France, Germany, Spain, Italy, and the Netherlands).
It was not until December 2017, however, that Amazon opened its virtual shelf to Australian businesses and individuals looking to take advantage of its vast domestic and international marketplaces.
Today, Amazon.com.au is a full-fledged marketplace, allowing third-party sellers to list a wide range of products. To successfully take advantage of this massive opportunity, however, there are certain key facts that an aspiring Amazon Australia seller should take note of:
- Through Amazon Australia Seller Central, third-party Aussie sellers wanting to target Australian consumers can list and sell millions of products across 20 product categories.
- Since making its entry in 2017, Australia has been one of Amazon’s most successful marketplaces. Thanks to its strong brand recognition and extensive logistics network, the e-commerce giant has dethroned eBay to become Australia’s top online retailer.
- To tap into international marketplaces like Europe, USA, and Canada, log into Amazon Australia Seller Central and link your account to the Sell Globally option.
- Sellers active in the Amazon Australia marketplace can sell export-eligible inventory to customers in Europe with Pan-European FBA (Fulfillment by Amazon). All you have to do is ship your products to Amazon’s global fulfillment centers, and the FBA will handle everything from packaging, shipping, and localized customer service.
- Language: English is Australia’s national language, and listing products in English can enhance customer experience. Amazon provides tools and services to help sellers localize their listings.
- Regulations and VAT: Sellers targeting the Aussie market must be aware of local regulations, consumer rights, and VAT (Value Added Tax) requirements. Like any of Amazon’s marketplaces, Australia has specific rules regarding product compliance, returns, and taxes.
Amazon Prime Australia
Online marketplace Amazon has made significant inroads into various markets around the world. One of its most popular services, Amazon Prime, has been tailored to meet the needs of different regions. In this section, we’ll explore the evolution, features, and impact of Amazon Prime in Australia.
Introduction to Amazon Prime in Australia
Amazon Prime debuted in August 2022, offering Aussie customers a host of features to lure more shoppers to its platform. Since its launch, the service has seen a steady increase in subscribers, reflecting the growing demand for online shopping and streaming services in the country.
Most notably, the company invested over $500 million in its recently opened Sydney Robotics fulfillment center (which covers approximately 24,000 square feet) to help shore up its next-day delivery for Prime members.
These yellow robotic drivers work with Amazon’s stock pickers to slash delivery times by scanning QR codes and moving massive inventory to navigate the shelving system.
Key Features of Australia Amazon Prime
Here are the main features of Amazon Prime that are available for Prime membership in Australia:
1. Prime Delivery
Prime members enjoy free expedited shipping on eligible items within Australia. This often includes fast delivery times ranging from one to two business days.
2. Prime Video:
Prime members have access to Amazon Prime Video, a streaming service that offers a wide range of movies, TV shows, and original content. Members can stream or download content to watch on various devices, most of which is tailored to local Aussie tastes and preferences.
Prime members have access to Prime Reading, which allows them to borrow ebooks, magazines, and comics from a rotating selection of titles at no additional cost. 4. Amazon Music:
Prime members can access Prime Music, a music streaming service that provides ad-free access to a vast library of songs and playlists. 5. Prime Day Deals:
Prime members get exclusive access to Prime Day, an annual event offering significant discounts on a wide range of products across various categories.
More than ever, Aussie customers are inclined to shop on Amazon’s online platform, thanks to the allure of benefits accrued via Amazon’s Prime membership.
Seller Central Amazon Australia
Seller Central Amazon Australia is the web page where Aussie sellers can log into their accounts to monitor sales activity. From this page, brands and merchants get to market and sell products directly to Amazon’s customers.
Moreover, you can communicate with buyers, manage inventory, update pricing details, add new listings, and review account health.
Most importantly, Seller Central Amazon Australia is a platform to leverage Amazon’s vast domestic and global customer base to grow your business.
What Are Amazon Restricted Or Gated Categories?
Amazon gated or restricted categories are those with strict selling rules that no seller is allowed to sell freely. These categories, brands, and ASINs have specific approval guidelines, and any seller who meets the standards can enjoy a vast market with less competition.
That means Amazon only has the power to draw the rules and open gates for more sellers to access the categories. The good news, however, is that Amazon does not always restrict the entire category, like in the previous gating practices.
Instead, it gates subcategories, leaving some products open, even though they might be under gated categories. This explains why there is a short list of gated categories and a long list of restricted products or subcategories.
Generally, any seller who wants to sell within a gated category must apply for Amazon to let them in. Also, enlisting the services of third-party ungating companies is another way how to get ungated in Australia for Amazon.com.au
Why Does Amazon Gate Its Categories?
Most multi-million investments are built on trust, customer satisfaction, and a healthy working environment, and Amazon is no exception. Being a huge marketplace with millions of users globally, Amazon strives to maintain a good relationship with both buyers and sellers by ensuring only high-quality products are in circulation.
It achieves this by gating some categories, brands, and ASINs. Therefore, among others, here are the main reasons why Amazon gates its categories:
To Be Able To Monitor Product Standards
One of the first missions of the company is to ensure buyers are offered both high-quality and safe products. It does this by allowing only sellers whose products have undergone stringent quality assessment steps to access highly-demanded categories.
Since the platform is home to millions of brands and buyers, there are high chances of buyers getting counterfeit products.
Hence, it is Amazon’s responsibility to block such products by setting up strict selling rules. That is why ungating service for Australia requires sellers to show authorization and necessary documentation from agencies that oversee all safety standards concerning ingredients or raw materials, packaging, product labeling, and expiry dates.
For the Protection of Every Brand’s Reputation
Amazon also works jointly with big brands to ensure that only authorized resellers can list products from certain brands.
Therefore, to protect the brand’s reputation, Amazon asks sellers to provide legit documentation from these brands to show they are allowed to list their products.
Resellers who do not provide proof of authorization are locked out of certain categories. Many large and well-known brands require pre-approval with them directly, before even applying to Amazon.
This is true for both seasoned sellers, and individuals new to the platform.
To Enhance Customer Satisfaction
Besides ensuring buyers can get high-quality products, Amazon also restricts some categories to prevent sellers from exploiting buyers. That means only sellers with a positive track record can access the categories and reach buyers.
This enhances customer satisfaction and a positive rating. The company may also limit or dictate maximum pricing to ensure buyers are not being fleeced.
Categories And Products That Require Amazon Approval in Australia
As stated earlier, Amazon has a long list of gated products and a short list of restricted categories. That is because one category can have more subcategories, which can add up to tens of products.
Therefore, when applying for approval, sellers need to consider three ungating levels; category, brand, and product ungating. They should also differentiate between category and product unlocking.
General Guidelines to Get Ungated on Amazon Australia
Whether you are a new reseller or an established FBA seller, utilizing the vast market space offered by Amazon should never be a challenge again.
Two of the most common questions new sellers seek answers to are; can you do Amazon FBA from Australia? And is FBA profitable in Australia?
The answer to both is yes. You can create an account, get ungated, scale your business, and enjoy the benefits that come with Fulfillment by Amazon such as storage spaces, returns, and world-class customer service. Amazon’s mission is to see its users grow, and thus, increase sales and profitability. And this does not matter if you are listing your products in a locked or unrestricted category.
As a result, if you want to expand your selling portfolio by accessing restricted categories, here are the general guidelines to get ungated on Amazon:
Sign Up for A Professional Amazon Seller Account
Professional Amazon Seller Account is the backbone of any seller as it records all the activities conducted by the seller on the platform. It is through this account that Amazon can tell your business position and determine whether you meet all the quality standards or not.
Analyze And Verify Your Account Health
Creating a professional Seller Account is not enough. You still need to maintain its health to maximize your chances of getting approved. Maintaining a healthy account includes meeting your customers’ expectations and adhering to Amazon’s business code. That means you should have a timely shipping record, good customer relations, competitive pricing, and avoid violating Amazon’s policies. To check your account health, go to the Account Health section on the Seller Central Account and click on the Performance menu.
Check Specific Category Ungating Guidelines
Each category has specific ungating instructions, and you need to check them before requesting approval. Some categories are complicated, while others have simple instructions that even new sellers can unlock easily. For example, some categories like CA Grocery & Gourmet ungating service may require sellers to have at least three years of selling experience and running websites.
Choose A Reputable Supplier
Getting a reliable supplier is also a vital step, especially as your demand curve grows. Amazon will also ask you to provide legitimate invoices from trusted suppliers whose products fall under gated categories. After choosing a supplier, you need to place at least three orders, with each order having at least ten pieces of the restricted product. Retailers are not considered suppliers. You cannot go down to your local store and purchase a bunch of items for resale. The products need to come from verified wholesalers and distributors.
Prepare All Documents
Before submitting your approval request, you need to prepare your documents, which include recent purchase invoices from reputable wholesalers. These scanned copies of individual invoices should have all the ASINs written next to the product name. Price and other confidential information should be locked for wholesaler privacy.
With all the documents and other requirements ready, you can proceed to request approval from Amazon.
Final Thoughts on Ungating Service for Australia
Ungating on Amazon Seller Australia underscores the platform’s commitment to maintaining a high-quality marketplace for its users. By ensuring sellers meet specific criteria to access restricted categories, Amazon bolsters consumer trust and ensures a consistent shopping experience. For sellers in Australia, successfully navigating the ungating process signifies not just compliance but a dedication to excellence.
As the Aussie e-commerce sector continues to grow, the benefits of ungating will become increasingly evident, offering sellers a competitive edge and the opportunity to tap into niche markets. In essence, the process, while rigorous, paves the way for enhanced business opportunities in a thriving digital marketplace.