An LOA, or letter of authorization, is a letter from a brand owner confirming that you are allowed to sell its products, often specifically on Amazon. Amazon may ask for one when you apply to sell a gated brand, or when it needs proof that your products are genuine.
Quick answer: An LOA on Amazon is a signed letter from the brand that authorizes your business to sell its products. You usually need one only for strict brands. For most wholesale products, an invoice from the brand or an authorized distributor is enough.
What an LOA Usually Includes
- The brand’s letterhead, name, address and contact details
- Your business name, matching your Seller Central account
- A statement that you are authorized to sell the brand’s products, ideally on Amazon
- The products or product lines covered
- The date, and sometimes an expiry date
- A signature from someone at the brand
Do I Need an LOA to Sell a Brand on Amazon?
Usually not. Most gated products can be unlocked with invoices from a legitimate supplier. You are more likely to need an LOA when:
- a brand has asked Amazon to limit who can sell its products
- Amazon’s Apply to Sell request specifically asks for one
- you are responding to a complaint and want stronger proof of authorization
LOA vs Invoice on Amazon
| Invoice | LOA | |
|---|---|---|
| What it proves | You bought the products from a supplier | The brand allows you to sell its products |
| Who issues it | Your supplier | The brand owner |
| When it is used | Most ungating requests and authenticity reviews | Strict brands and some disputes |
| How easy to get | Comes with every wholesale order | Up to the brand; many say no |
The two often work together: an invoice shows where your products came from, and an LOA shows the brand approves. See Amazon invoice requirements for ungating for the invoice side.
How to Get an LOA From a Brand
- Find the right contact. Look for a wholesale, sales or retailer contact on the brand’s website.
- Introduce your business. Include your business name, where you sell, and your sales history if you have one.
- Show you buy legitimately. Mention your supplier and that you have invoices.
- Commit to their rules. Say you will follow their pricing and listing policies.
- Ask clearly. Request a letter authorizing your business to sell named products on Amazon.
Be ready for a no. Many brands do not issue LOAs and instead sell through a small group of authorized distributors. In that case, buying from one of those distributors is your route. Learn how to check if a distributor is authorized.
Be Careful With LOAs From Third Parties
An LOA should come from the brand owner. A “letter of authorization” from a reseller is not the same thing, and a fake LOA can put your account at risk. If an LOA looks too easy to get, check it with the brand.
When You Might Need an LOA Later
LOAs can help if a brand files a complaint about your listings. Keep them with your invoices; see authenticity complaints and wholesale invoices.
For the full approval process, read how to get ungated on Amazon. To see which brands you can buy from us, view the brands we supply.
Frequently Asked Questions
Can a distributor give me an LOA?
A distributor can confirm it sold to you, but Amazon generally looks for authorization from the brand owner. Ask the brand directly.
Does an LOA expire?
Some do. Check the dates on the letter and renew it if needed.
Is an LOA required for every brand?
No. Most products only need invoices. LOAs are mainly for strict brands.