Highlights
- Brand name errors on Amazon often stem from minor mistakes by third-party sellers.
- Amazon Brand Registry and proper ASIN linkage are essential to protect brand names.
- Gathering evidence of brand ownership strengthens requests for brand name corrections.
- Submit requests through Amazon Seller Central for minor brand name corrections.
- Amazon’s brand policy generally allows only minor corrections, not complete rebranding.
For brand owners on Amazon, one of the biggest challenges today is updating, changing, or even correcting brand names that have been entered incorrectly by third-party sellers in the Amazon catalog. If you’re dealing with this issue and wondering how to change your brand name on Amazon, this guide is here to help.
You will understand the steps to regain control over your brand name and ensure it aligns with your registered trademark.
Common Mistakes Leading to Brand Name Errors
If you think the answer to how to change a brand name on an Amazon listing would be easy then you are highly mistaken. Brand name errors can often arise innocently. They can be due to minor discrepancies between the name used in the listing and the name registered as a trademark with Amazon’s Brand Registry.
Common examples include typographical errors, slight variations in capitalization, or other small inconsistencies. While these might seem minor, they can create significant headaches for brand owners trying to maintain consistency.
Can You Change Your Brand Name on Amazon?
It’s essential to know that changing a brand name on Amazon isn’t always feasible. Amazon has strict rules regarding brand name changes, so it’s not easy to make frequent or significant changes. Completely overhauling a brand name, for example, is generally not permitted.
However, if you only need minor corrections, such as fixing a typo or adjusting capitalization, Amazon may allow those changes.
Steps to Take if Your Brand Name Has Been Changed by a Third Party
1. Ensure ASINs are Properly Linked
First, make sure each of your ASINs (Amazon Standard Identification Numbers) is correctly connected to your brand in both Brand Registry and Seller Central. To do this, go to your product details page in Seller Central, locate the ASIN, and ensure it is accurately linked to your brand using the dropdown menu. This process will help prevent unauthorized alterations to your brand name.
2. Addressing Incorrect Brand Names on Listings
Many brand owners find it frustrating when Amazon's seller support refuses to update or correct incorrect brand names. This can often be due to misunderstandings among support teams regarding intellectual property issues and Brand Registry guidelines.
Common reasons seller support may cite for not making changes include:
- The listing “contribution” is owned by another party.
- The response references Amazon’s brand policy on name changes.
- The support team advises updating information using a flat file upload.
- The support team insists you’re not recognized as the brand owner.
- They agree to changes but don’t follow through with updates.
If you encounter these issues, it’s essential to remain patient, stay organized, and continue building your support case with Amazon.
Building a Strong Support Case to Change Your Brand Name
Updating your brand name on Amazon often hinges on providing solid evidence of brand ownership and demonstrating that a violation has occurred. Here are the steps to help build a compelling case:
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Be Registered with the Amazon Brand Registry
Make sure you are the registered owner of the exact brand name you want to use or have an agent or rights holder status that allows you to make such changes.
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Use GS1 Certification
Obtain and use the correct GS1 certification linked to your brand, along with screenshots that confirm your brand or parent company’s ownership.
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Show Clear Brand Ownership of the Product
Provide a non-rendered image of your product that visibly shows the brand name, logo, and GS1 barcode in a single image to strengthen your case.
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Provide Trademark Documentation
Include a screenshot of your USPTO (United States Patent and Trademark Office), UKIPO (United Kingdom Intellectual Property Office), or EUIPO (European Union Intellectual Property Office) registration, ensuring that the trademark and ownership details are clear. Note that to fix a brand name on Amazon US, the trademark must be registered in the US.
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Reference Similar Listings in the Amazon Catalog
If possible, reference an ASIN with the same GS1 prefix and brand name to strengthen your argument further.
Methods for Changing Brand Names on Amazon
If you are looking for “how to change a brand name on Amazon” then here are two reliable methods for updating a brand name on Amazon:
Method 1: Submit a Brand Name Change Request via Amazon Seller Central
This is the most straightforward method for initiating a brand name change request. Follow these steps to submit your request:
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Log into Amazon Seller Central
From your account dashboard, navigate to the “Help” option in the upper right corner of the page.
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Access “Get Support”
Scroll to the “Need More Help” section and click it to reach the “Get Support” page. Choose “Selling on Amazon” as your support option.
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Navigate to Issue Resolution Options
On the subsequent page, select “products, listings, or inventory” from the menu, followed by “fix a product page” from the dropdown.
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Enter ASIN and Submit the Request
Enter the ASIN number for the product with the incorrect brand name, select the “brand” option, and submit your request with a thorough explanation.
Amazon will review your request and provide feedback, although it’s worth noting that not all brand name change requests will be approved.
Method 2: Overcoming Amazon’s Brand Policy Restrictions
Amazon’s brand policy generally permits brand name updates only for minor corrections; such as typos, capitalization, or legal abbreviation issues, when supported by solid evidence. However, the policy lacks clear definitions of “minor corrections,” leaving some room for interpretation.
When presenting your case, emphasize that this is a correction, not a rebranding request. Highlight the benefits to the customer in having an accurate brand name in the catalog, and be prepared to argue that this correction aligns with Amazon’s brand policy.
Tips for Choosing a Brand Name that Sells
If you’re in the process of selecting a brand name for your products, consider the following guidelines:
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Brainstorm Freely
Generate a variety of options that align with your brand’s purpose. Whether it’s descriptive or memorable, the name should resonate with your target market.
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Research Competitors
Opt for something unique but industry-appropriate to help your brand stand out while fitting within your niche.
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Think About Audience Perception
Consider how your brand name may be perceived, names with overly masculine or feminine tones may have unintended effects on certain demographics.
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Choose a Short, Memorable Name
Short names are often easier to remember and can help with domain name availability, making your brand more accessible to online customers.
Conclusion
getting into the details of how to change a brand name on Amazon can be complex due to Amazon’s brand policy restrictions aimed at preventing fraud. While full rebranding is typically not possible, the methods outlined above can help with minor corrections. By following these steps and building a strong support case, you can improve your chances of successfully updating your brand name on Amazon.
However, you don’t have to get into such a mess when our full-service Amazon agency is here to help. Feel free to contact us for any queries.
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