How to change Brand Name after getting approved for Brand Registry
I initially listed a private label product on Amazon without an active trademark for the brand, so I listed it as 'Generic.' Consequently, my product listing displayed the brand as 'Generic'. Later, I successfully obtained a trademark for the brand name and have been approved for the Amazon Brand Registry. This approval indicates that my product listing should now display the correct brand name, instead of "Brand: Generic and it should also give me access to features such as A+ content, the Amazon Vine program, and the storefront.
I contacted Seller Support multiple times and they keep saying:
"We cannot make the suggested brand change to ASIN ID XXXXXXXX. The detail page associated with this ASIN is controlled by the brand owner. Any product-related information on this ASIN must be submitted by the brand owner. To learn more about brand ownership, go to: https://brandservices.amazon.com"
What is the proper procedure for updating the brand name of a product to reflect the approved name for the Amazon Brand Registry?
How to change Brand Name after getting approved for Brand Registry
I initially listed a private label product on Amazon without an active trademark for the brand, so I listed it as 'Generic.' Consequently, my product listing displayed the brand as 'Generic'. Later, I successfully obtained a trademark for the brand name and have been approved for the Amazon Brand Registry. This approval indicates that my product listing should now display the correct brand name, instead of "Brand: Generic and it should also give me access to features such as A+ content, the Amazon Vine program, and the storefront.
I contacted Seller Support multiple times and they keep saying:
"We cannot make the suggested brand change to ASIN ID XXXXXXXX. The detail page associated with this ASIN is controlled by the brand owner. Any product-related information on this ASIN must be submitted by the brand owner. To learn more about brand ownership, go to: https://brandservices.amazon.com"
What is the proper procedure for updating the brand name of a product to reflect the approved name for the Amazon Brand Registry?
3 replies
Seller_kIukTwdhvntAp
The proper procedure is to do what you did --- Ask amazon and get told NO!
You set up a NEW brand and lose all the history of feedback, reviews, etc for the 'generic' item.
According to multiple posts from Amazon MODS it can't be done.
Start with this one from several weeks ago (as of 07/17/2023).
":What is the impact in enrolling in brand registry after listing your first product?"
In it @Sandy_Amazon stated quite clearly:
"Hello @bigbundytime
@C_W_Bt is correct that sellers will have to create new ASINs.
Please see the help page and look at the details under Policies for editing detail pages.
If you choose to re-brand a product you must create a new ASIN rather than update an existing ASIN. This is true even if the product is unbranded and does not change materially after the brand change. This includes adding a brand to a previously unbranded product. (emphasis added).
If you get lots of positive feedback on your generic listing, it could be damaging to delete and erase back to your trademarked ASIN, but this is a decision for you to make as you know your business and product the best.
If you have any additional questions please let me know.
Best,
Sandy"
Jim_Amazon
Thank you @Seller_kIukTwdhvntAp for providing some of our policy here!
@Seller_rb1ctCZOelIks The above information is correct but I wanted to provide my support if you need help while working through this.
-Jim
Seller_iIGsaSNbi64R5
I was actually able to delete a listing, wait 24h and relist back with the updated brand but it only worked on some of the listings. For the rest, I'm planning to relist with a new ASIN. Not sure if I can keep the Generic listings along with the new ones.
