Having a label is not really your brand name, but what you are on Amazon. Be it rebranding, rectifying a wrong entry, or filling in of your listings to be in accordance with a newly registered trademark, it is critical to know about the Amazon brand name change over procedure. Done incorrectly, it can lead to listing suppression, customer confusion, or even account warnings.
In this post, we’ll explore how to manage a brand name change on Amazon, the limitations sellers face, and how Seller Pickle can help streamline the process for success. This article is 100% human-written, AI-free, and based on real seller challenges and solutions.
Why Sellers Need to Change Their Amazon Brand Name
It is not clear how many reasons there can be in order a seller to update their brand name on Amazon:
- Rebranding: You have changed the look and feel of your identity, your logo, and box, and want to keep that consistent in all the listings.
- Trademark Registration: You have just registered a new brand name with the USPTO or some other body.
- Error-Correction: Errors with original listing creation (e.g. typo, actual name in place of a placeholder).
- Combining Product Lines: Bringing it all under a single well-known brand.
Whatever the cause may be, shifting the brand name should be done in the right way so that there is no inconvenience.
Is an Amazon Brand Name Change Possible?
Yes, but this depends on a number of factors. The following is what you ought to know:
Brand Registered Listings: If your product is enrolled in Amazon Brand Registry, the brand name is usually locked and cannot be edited. You’ll need to contact Amazon directly or, in some cases, create a new ASIN.
Non-Brand Registered Listings: Amazon may allow you to change the brand name directly from Seller Central, depending on the category and listing age.
Private Label Products: These are more flexible, but proper documentation is still often required.
How to Change Brand Name on Amazon – Step-by-Step
1. Check Brand Registry Status
Log in to Seller Central and confirm whether the listing is enrolled in Brand Registry. If it is, the brand field will be locked, and changes must go through Amazon support.
2. Attempt In-Portal Edit (If Allowed)
- Go to Manage All Inventory
- Click on the Edit button for the ASIN in question
- Navigate to the Vital Info tab
- Check if the Brand Name field is editable
If editable, input the new brand name and save. If not, proceed to the next step.
3. Open a Support Case
If the brand field is locked or your update doesn’t reflect, contact Amazon Seller Support:
- Open a case under the category Product Listing Issues > Update Product Information
- Include ASIN(s), current brand name, requested brand name, and the reason for the change
4. Provide Supporting Documents
Amazon may require proof such as:
- High-resolution images of your product and packaging showing the new brand name
- Invoices from manufacturers or suppliers
- Trademark registration (if available)
- A signed letter explaining the brand change
Make sure all submitted documents are consistent and clear.
5. Wait for Amazon’s Review
Amazon usually responds within 24–72 hours. If your request is denied, they will provide a reason. You can revise the case or file an appeal with additional evidence.
Common Issues with Amazon Brand Name Change
- Locked Brand Field: Once a listing is brand-registered, the brand name can rarely be changed.
- Inconsistent Branding: Conflicting information in titles, bullets, or images may cause rejection.
- Insufficient Proof: Amazon often rejects requests without strong documentation.
- Listing Suppression: An improper update may lead to your listing being suppressed.
Why Choose a Seller Pickle?
Seller Pickle is your trusted partner for resolving complex listing and account issues on Amazon. With deep expertise in Amazon’s systems and policies, we help sellers across the globe successfully execute brand name changes on Amazon listings without delays.
Here’s how we help:
- Review your current listings and brand status
- Collect and format the required documentation
- Create and submit precise, compliant support cases
- Follow up with Amazon to ensure approval
- Appeal rejections, if needed
We take the confusion and frustration out of the process so you can focus on growing your business.
Final Thoughts
It might not be quite a big update, yet preparing a brand name change Amazon will be a task that should be done with due steps, following the Amazon rules, and correct documentation. Whichever reason you have, be it rebranding or correcting the wrongs of the past, an important thing is to get it right to have a successful brand.
Seller Pickle can guide you through this urgently important update and provide you with professional support and tips tested in the market. We have assisted hundreds of sellers to get their listings back, build something of their own, and rebrand it in all the right ways.
