When it comes to selling on Amazon, precision is everything—especially where brand names are concerned. But what happens if there’s a spelling error, a casing mistake, or the wrong brand name showing up on your listing? Contrary to popular belief, you can’t simply “rebrand” an existing ASIN on Amazon without creating an entirely new listing. In most circumstances, full rebrands are disallowed—Amazon’s policies are very strict about any changes that fundamentally alter a product’s identity.
That said, if your brand name issue is limited to minor corrections—like a small typo or a mismatch between what’s on your packaging versus your Amazon listing—there is a procedure to fix it. You’ll just need the right documentation, a methodical approach, and perhaps some expert guidance. In this blog post, we’ll explore how to change your brand name on Amazon within the allowed guidelines, the documents you’ll need (like 6-sided images, GS1 certificates, etc.), and how SalesDuo can help you navigate the process.
What You Can—and Can’t—Do
Amazon Marketplace is home to countless product listings, each with strict guidelines designed to protect shoppers from misinformation and maintain a consistent shopping experience. It’s no secret that Amazon has a zero-tolerance policy for listing manipulations that could mislead customers about a product’s identity.
- Minor brand name corrections—like spelling fixes or brand name formatting—are permitted under specific circumstances, as these are viewed as clarifications rather than rebrands.
- Major brand overhauls—where you want to change the name entirely—are typically considered a different product (and thus require a new ASIN). For example, if your brand is “SalesDuo” and you decide to rename your entire company to “Bounce” 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 product’s 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 isn’t allowed on an existing ASIN, there are common, legitimate scenarios where a brand name update is necessary:
- Spelling Errors: Example: “BluSky” instead of the correct “BlueSky.”
- Casing or Formatting Issues: Example: “Bluesky” when the officially registered brand name is “BlueSky.”
- Incorrect Brand Name: Example: The listing might default to the manufacturer’s name instead of your actual brand, or it might incorrectly show a competitor’s brand name.
- UPC or GS1 Mismatch: Example: The brand name printed on the package (and tied to the UPC/GS1 certificate) doesn’t match what’s 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: “Rebranding” vs. Correcting Brand Name Errors
Although we often talk about “changing a brand name” as a single process, Amazon makes a clear distinction between:
- Rebranding: Treating a product as though it’s 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 rebrand—changing the entire identity of your product—be 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 it’s a full rebrand, you’ll need a new ASIN.
- If it’s a minor correction, proceed with the steps below.
2. Gather All Necessary Documents
Amazon won’t 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 Amazon’s support team verify that your correction is legitimate.
3. Open a Case in Seller Central
Once you have your documents ready:
- Navigate to “Help” in your Seller Central dashboard.
- Select “Selling on Amazon” and then “Product Listings” (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 what’s wrong and how it should be corrected.
- Request a “Consolidated Update”: 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 Amazon’s 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 everywhere—from the product title to the “by [Brand]” 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 it’s just a matter of casing.
- Solution: Emphasize that it’s the same name but corrected for official formatting (e.g., “BlueSky,” not “Bluesky”). Provide images clearly showing the correct spelling on the product packaging.
Incorrect Brand Name on Listing
- Challenge: Amazon’s catalog might have imported brand attributes that override your updates.
- Solution: Ask for a “consolidated update” 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 Amazon’s brand name correction process can be confusing, especially if you’re juggling multiple SKUs or brand variations. That’s where SalesDuo steps in:
- Documentation Review: We’ll help you confirm your UPC, GS1 certificates, and brand images align perfectly with Amazon’s 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 Amazon’s 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 “case ping-pong” where you receive vague or inconsistent responses from Amazon support.
Conclusion
Correcting a brand name on Amazon is a nuanced process, but it’s 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 ASIN—those 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 Amazon’s 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.
