How to Qualify for Amazon Exclusives

Amazon Exclusives is a real opportunity for sellers who want to grow their business within the world’s largest eCommerce hub.

Just look at Amazon’s steady climb: retail eCommerce sales jumped from $309.48 billion in 2020 to a projected $540.29 billion by 2025.

Amazon Sales Growth (Source – eMarketer via Oberlo)

That kind of growth isn’t just numbers on a chart, but a sign that millions of customers are pouring into Amazon every year, searching for products they can’t find anywhere else. This hunger for uniqueness is exactly what fuels Amazon Exclusives.

What is Amazon Exclusives?

Amazon Exclusives is a program designed for brands with differentiated, premium products, offering them a chance to stand out, gain marketing exposure, and protect their brand identity.

Unlike standard product listings, this program gives sellers the chance to showcase unique items that aren’t widely available elsewhere. By participating, brands gain access to:

Exclusive marketing opportunities
Better visibility
Enhanced brand protection tools

The concept works much like the Amazon Prime exclusives, which customers often see during shopping events – special products or deals reserved for Prime members only.

In the same way, Amazon Exclusives highlights products that carry a sense of uniqueness and scarcity, positioning them as offerings customers won’t easily find outside Amazon. For instance, take a look at Funko’s Amazon Exclusives store:

Funko has a dedicated page where it markets its collectible vinyl figures under the Amazon Exclusives banner.

Examples like the Demon Slayer Nezuko Kamado figure show how Amazon Exclusives capitalize on cultural moments. With the anime’s latest season keeping fans hooked worldwide, having a character collectible marked as an Amazon Exclusive makes it even more desirable.

Benefits of Amazon Exclusives

Joining Amazon Exclusives isn’t just about attaching a shiny label to your product—it’s about unlocking resources that help your brand stand out in a crowded marketplace.

Enhanced Visibility and Marketing Support

Products in the program gain access to Amazon’s internal marketing channels, from targeted emails to curated storefronts. This kind of exposure puts your product in front of shoppers who might never have discovered it otherwise.

Stronger Brand Protection

One of the most appealing perks of Amazon Exclusives is the ability to better control your listings. With enhanced listing optimization tools and brand protections, sellers can prevent unauthorized resellers from hijacking their product pages.

Differentiation from Competitors

Exclusivity signals uniqueness. Shoppers browsing through Amazon are more likely to pay attention to products that carry the “exclusive” badge, because it suggests they can’t find the same version elsewhere.

Support for Innovation and Growth

Amazon positions this program as a way to spotlight premium or innovative products. It shares some similarities with Amazon Launchpad, which also champions up-and-coming brands. But while Launchpad is aimed at startups and newer sellers, Amazon Exclusives often appeals to established brands looking to highlight premium lines or special editions.

Better Customer Experience

81% of consumers need to trust a brand before buying. Exclusive products give customers more reason to trust the listing. With Amazon Exclusives, shoppers know the product comes directly from the brand, with optimized descriptions, images, and A+ content.

Amazon sets a clear bar for sellers who want to enter the Amazon Exclusives program. Meeting these requirements is key to unlocking its benefits.

Create a Truly Differentiated Product

Amazon isn’t looking for simple tweaks like a new color or packaging change. To qualify, your item must be genuinely unique, offering:

New features
Innovative design
A reformulated recipe

Think in terms of product differentiation that gives shoppers a real reason to buy your version instead of a competitor’s.

Enroll in Amazon Brand Registry

Only brand owners are eligible for Amazon Exclusives. That means registering your trademark and enrolling in the Amazon Brand Registry. Doing so proves that you control your IP and have the rights to protect your brand.

Meet Performance Metrics

Sellers need to maintain strong account health. While Amazon doesn’t publish unique performance requirements for the program, reliability can be proven by maintaining certain benchmarks, such as:

Order Defect Rate below 1%,
Cancellation Rate under 2.5%
Consistent on-time shipments (97% or higher)

These KPIs show Amazon that your business can deliver and keep customers satisfied.

Commit to Exclusivity Requirements

Participation means agreeing to certain exclusivity requirements. In many cases, Amazon expects you to sell those products only through its marketplace (and sometimes your own website). Listing them on other online marketplaces or allowing third-party resellers could jeopardize your eligibility.

Understand the Fees

Being part of the program comes with costs. Amazon charges an additional program fee (often around 5% of sales) on top of standard referral fees. Make sure you’ve calculated how this will affect your margins before applying.

Submit Your Application

Sellers can apply through Seller Central by providing the following:

Details about the brand
Product uniqueness
Business performance

Once submitted, Amazon typically takes a few weeks to review. Be prepared for feedback. That said, if your product doesn’t meet the bar, you may need to adjust and reapply.

Drawbacks of Amazon Exclusives

Just like any other seller program, Amazon Exclusives is not without trade-offs. Here are some of the drawbacks to weigh:

Channel Limitations

The program comes with exclusivity requirements, which may prevent you from selling those products on other marketplaces like Walmart and Target Plus.

While you can often still sell through your own website, limiting other sales channels could reduce overall reach and flexibility.

According to 2023 U.S. eCommerce data, Amazon commands 37.6% of the market, far ahead of Walmart and eBay.

eCommerce market share (Source – Statista)

This dominance shows why exclusivity on Amazon can be powerful, but it also highlights the trade-off, which is missing out on other platforms that still hold meaningful chunks of market share.

Higher Fees

Participating in the program adds an extra 5% program fee on top of Amazon’s standard referral fees. For many sellers, this means thinner margins, especially in categories where costs are already high. Running the math is essential to make sure profits don’t get eaten up.

Inventory and Demand Pressures

Exclusives often attract spikes in demand, especially when products align with cultural trends. That excitement can turn into risk if inventory isn’t managed carefully.

According to 2025 data, a staggering 91% of shoppers won’t wait when an item is unavailable, and 43% will switch brands entirely. Worse, 55% of customers won’t return after experiencing two or more stockouts.

Out-of-Stock Behavior Insights (Source – Amra and Elma)

On the flip side, overestimating demand can leave sellers with excess inventory that ties up cash flow. Striking the right balance is critical; otherwise, exclusivity can quickly turn from an advantage into a liability.

The Lowdown

The Amazon Exclusives Program can be a powerful way to stand out in the marketplace. It rewards innovation and differentiation with marketing support, enhanced brand protection, and the credibility that comes with being labeled “exclusive.”

But sellers must also consider the trade-offs: higher fees, stricter eligibility requirements, and the risks of depending too heavily on a single channel.

If you’re unsure whether Amazon Exclusives is the right move, or if you’d like expert guidance on scaling your brand on Amazon, AMZ Advisers can help. Schedule a call today and get assistance as you build strategies that balance visibility, profitability, and long-term growth.

Author

Carla Bauto Deña is a journalist and content writer producing stories for traditional and digital media. She believes in empowering small businesses with the help of innovative solutions, such as ecommerce, digital marketing, and data analytics.

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