You may have noticed recently that a lot of bigger, well known brands now require 100 units for ungating, brands like Bosch, Samsung and other big names are no longer 10 units, which at first feels like bad news, especially for newer sellers working with limited capital.
Committing to 100 units can sound expensive, but when you zoom out and look at the bigger picture, this shift actually creates opportunity rather than removing it.
Why Amazon Has Moved to 100 Unit Ungates
Amazon is clearly trying to filter out poor sellers who jump onto big brands, flood listings and tank prices, which leads to poor customer experiences and messy listings. By raising the barrier to entry, Amazon is forcing sellers to be more serious, which naturally reduces competition and improves listing stability. There was also some issues with Asian sellers coming onto Amazon, I also think this is a reason for Amazon tightening up.
Why This Feels Difficult for New Sellers
For newer sellers, buying 100 units just to get approval can feel like a big risk, especially when you are still learning and watching your cash flow closely. Instead of testing a small quantity, you are pushed into a larger order, which can feel uncomfortable.
However, this is where mindset becomes important, because this is an investment that pays over time, it is about unlocking access to strong, reputable brands that can generate profit long term.
The Big Advantage Most People Miss
The real upside of 100 unit ungates is reduced competition. When fewer sellers can get approved, listings stay healthier, prices hold better and its a better market to sell in, so you are not constantly competing with dozens of sellers racing each other to the bottom. This creates a more predictable and profitable environment, which is far more valuable long term than easy ungates that everyone piles onto and ruins.
100 Units Does Not Always Mean Huge Money
A lot of people assume 100 units automatically means a massive spend, but that is not always true, and this is where a bit of creativity helps.
Many big brands sell smaller accessories or add ons that are much cheaper per unit, so a simple tip is to go onto Google and search the brand name followed by the word accessories, for example Bosch accessories, and see what lower priced items come up. Think about what smaller products that brand might make, such as replacement parts or basic add ons.
From there, find a reputable supplier that provides proper VAT invoices, which is essential for Amazon ungating, and you can often reach your 100 units in a much more cost effective way than buying expensive core products.
Why It Is Still Worth It
Even when there is a decent upfront cost, you should view it as an investment in access rather than just one order. Once you are ungated on a strong brand, you can sell across more listings and build consistent sourcing around that brand.
There are brands I am ungated on where I have made thousands over time, not from one order, but from repeated deals, and that only happened because I committed to getting ungated in the first place.
Final Thoughts
100 unit ungates can feel intimidating at first, but they are creating a stronger marketplace with better opportunities for sellers who are willing to step up. With fewer sellers, healthier listings and more stable prices, the long term upside can be huge, and if you approach it smartly and use lower priced accessories to hit the unit requirement, the investment becomes far more manageable. Sometimes the harder approvals lead to the best opportunities.
