When it comes to selling on Amazon, precision is everythingโespecially where brand names are concerned. But what happens if thereโs a spelling error, a casing mistake, or the wrong brand name showing up on your listing? Contrary to popular belief, you canโt simply โrebrandโ an existing ASIN on Amazon without creating an entirely new listing. In most circumstances, full rebrands are disallowedโAmazonโs policies are very strict about any changes that fundamentally alter a productโs identity.
That said, if your brand name issue is limited to minor correctionsโlike a small typo or a mismatch between whatโs on your packaging versus your Amazon listingโthere is a procedure to fix it. Youโll just need the right documentation, a methodical approach, and perhaps some expert guidance. In this blog post, weโll explore how to change your brand name on Amazon within the allowed guidelines, the documents youโll need (like 6-sided images, GS1 certificates, etc.), and how SalesDuo can help you navigate the process.
What You Canโand CanโtโDo
Amazon Marketplace is home to countless product listings, each with strict guidelines designed to protect shoppers from misinformation and maintain a consistent shopping experience. Itโs no secret that Amazon has a zero-tolerance policy for listing manipulations that could mislead customers about a productโs identity.
- Minor brand name correctionsโlike spelling fixes or brand name formattingโare permitted under specific circumstances, as these are viewed as clarifications rather than rebrands.
- Major brand overhaulsโwhere you want to change the name entirelyโare typically considered a different product (and thus require a new ASIN). For example, if your brand is โSalesDuoโ and you decide to rename your entire company to โBounceโ Amazon will generally require you to create a new listing for the new brand name.
The key takeaway? If your change is purely about correcting a brand attribute error, Amazon may allow it. But if it fundamentally alters the productโs identity, the platform will usually reject the change for the existing ASIN.
In this regard, learn how SalesDuo helped FUJI Sports rectify their brand name on Amazon.
Common Reasons to Change a Brand Name on Amazon
Although a complete rebrand isnโt allowed on an existing ASIN, there are common, legitimate scenarios where a brand name update is necessary:
- Spelling Errors: Example: โBluSkyโ instead of the correct โBlueSky.โ
- Casing or Formatting Issues: Example: โBlueskyโ when the officially registered brand name is โBlueSky.โ
- Incorrect Brand Name: Example: The listing might default to the manufacturerโs name instead of your actual brand, or it might incorrectly show a competitorโs brand name.
- UPC or GS1 Mismatch: Example: The brand name printed on the package (and tied to the UPC/GS1 certificate) doesnโt match whatโs shown on your Amazon listing.
In these scenarios, Amazon generally recognizes that the listing is inaccurately or incompletely representing your product. As long as you provide official documentation that validates the correct brand name, you stand a good chance of getting the listing updated.
Important Note: โRebrandingโ vs. Correcting Brand Name Errors
Although we often talk about โchanging a brand nameโ as a single process, Amazon makes a clear distinction between:
- Rebranding: Treating a product as though itโs part of a completely different brand than originally listed. This is not allowed unless you create a new ASIN.
- Correcting Brand Name Errors: Fixing typos, mismatches, or minor details to ensure the ASIN accurately reflects the brand as it already exists (and is shown on the product packaging).
If your situation is closer to a full-on rebrandโchanging the entire identity of your productโbe prepared to start fresh with a new listing. Otherwise, you risk policy violations that can lead to listing suspensions.
Step-by-Step: How to Update Your Brand Name on Amazon
Below is a streamlined approach to how to change brand name on Amazon listing for minor corrections:
1. Verify the Type of Change You Need
First, ask yourself: Is this a minor correction (typo, formatting) or a completely new brand name?
- If itโs a full rebrand, youโll need a new ASIN.
- If itโs a minor correction, proceed with the steps below.
2. Gather All Necessary Documents
Amazon wonโt just take your word for it; you need proof. Having these documents on hand will drastically increase the odds of a successful update:
- 6-Sided Product Images: Photos showing all sides of the product packaging, clearly displaying the correct brand name.
- GS1 Certificate: If your product uses UPC codes, a GS1 certificate helps confirm the link between your brand and the barcode.
- UPC Documentation: A valid UPC that matches your product packaging and brand name.
- Letter from a CX-Level Executive or Founder: A signed letter on official company letterhead stating the correct brand name, along with an explanation of what needs to be updated. This shows Amazon that the request comes from the brand owner or a top executive with authority.
Having these items helps Amazonโs support team verify that your correction is legitimate.
3. Open a Case in Seller Central
Once you have your documents ready:
- Navigate to โHelpโ in your Seller Central dashboard.
- Select โSelling on Amazonโ and then โProduct Listingsโ (or a similarly relevant topic).
- Open a Support Case explaining the brand name discrepancy.
- Attach Documentation: Include the 6-sided product images, GS1 certificate, UPC documentation, and the official letter.
- Reference the Incorrect Brand Name vs. the Correct One: Be clear about whatโs wrong and how it should be corrected.
- Request a โConsolidated Updateโ: Ask that Amazon update the brand name across the listing consistently (title, brand attribute, and so forth).
4. Follow Up and Validate Updates
After submitting your case:
- Stay Tuned for Amazonโs Response: The support team may ask for clarification or additional documents. Respond promptly.
- Validate Changes: Once approved, double-check your ASIN to ensure the brand name is updated everywhereโfrom the product title to the โby [Brand]โ line beneath it.
- Check for Residual Errors: If any part of the listing still displays the incorrect name, open another case referencing your original ticket.
Common Challenges & Best Practices
Even if your case is straightforward, you might encounter some bumps along the way. Here are a few challenges and how to overcome them:
Spelling and Casing Errors
- Challenge: Amazon may initially reject your request if the new brand name looks drastically different from the old one, even if itโs just a matter of casing.
- Solution: Emphasize that itโs the same name but corrected for official formatting (e.g., โBlueSky,โ not โBlueskyโ). Provide images clearly showing the correct spelling on the product packaging.
Incorrect Brand Name on Listing
- Challenge: Amazonโs catalog might have imported brand attributes that override your updates.
- Solution: Ask for a โconsolidated updateโ in your support case, ensuring all fields referencing the brand name are corrected simultaneously.
Documentation Pitfalls
- Challenge: Insufficient or mismatched documentation can cause delays or outright rejections.
- Solution: Ensure consistency between your product packaging, GS1/UPC documents, and the letter of explanation. Even slight mismatches (like a missing hyphen) can lead to confusion.
How SalesDuo Can Help
Navigating Amazonโs brand name correction process can be confusing, especially if youโre juggling multiple SKUs or brand variations. Thatโs where SalesDuo steps in:
- Documentation Review: Weโll help you confirm your UPC, GS1 certificates, and brand images align perfectly with Amazonโs requirements.
- Case Management: Our team is experienced in dealing with Amazon Seller Support, knowing exactly how to structure and phrase requests for minimal back-and-forth.
- Ongoing Compliance: After your brand name is updated, we can continually monitor listings to ensure the change remains intact and address any unexpected reversions.
- Time Savings: Instead of wrestling with the complexities of Amazonโs brand name policies, focus on your core business activities while SalesDuo handles the process.
From verifying that your correction is indeed allowable (as opposed to a full rebrand) to preparing the correct documentation and tracking the case, SalesDuo offers peace of mind. Our expertise helps prevent the dreaded โcase ping-pongโ where you receive vague or inconsistent responses from Amazon support.
Conclusion
Correcting a brand name on Amazon is a nuanced process, but itโs crucial for maintaining a professional presence and avoiding customer confusion. The most important thing to remember is that Amazon does not allow full rebrands on an existing ASINโthose require entirely new listings. For minor fixes, however, such as spelling errors or incorrect brand attributes, Amazon provides a viable path, provided you supply the necessary documentation (6-sided images, GS1 certificates, UPCs, and an executive-signed letter).
When in doubt, it helps to have a specialized partner like SalesDuo. With in-depth knowledge of Amazonโs ever-changing rules and a track record of successful brand corrections, SalesDuo can guide you through the entire update process seamlessly. Instead of navigating multiple support tickets and confusing policy language, let the experts lighten your load so you can focus on what matters: growing your brand and satisfying your customers.
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About the Author
Giridhara Prasad is an Associate Director at SalesDuo and a startup enthusiast. With extensive expertise in e-commerce, this ex-Amazonian has been instrumental in driving success for businesses worldwide. Apart from his passion for creating innovative sales strategies and optimizing online retail experiences, Giri finds interest in watching and playing sports, including starting to play pickleball, traveling, and exploring political science, and philosophy.
