It is part of such rebranding in business development. You may be coming up with a new image, you may be seeking a merger of two brands, or just as well it could be to rectify some previous error that you had caused earlier, when you may feel the necessity to change the Amazon brand name. However, as anyone who has attempted to do it would be aware, Amazon does not make it easy.
The Amazon change brand name process involves strict policies, documentation, and sometimes several rounds of communication with Seller Support. If done incorrectly, it can lead to listing suppression or account warnings.
At Seller Pickle, we help Amazon sellers fix such issues the right way — without risking their seller account or losing listing visibility. Here’s what every seller should know about updating their brand name on Amazon.
Why Sellers Want to Change Amazon Brand Name
Here are the most common reasons why a seller might want to update their brand name:
- You’ve gone through a rebrand and want your listings to reflect the new identity.
- Your trademark registration is finalized, and you need listings to match the official brand.
- There’s a spelling or formatting issue in the original brand name on the listing.
- You want to consolidate listings under one consistent brand for catalog clarity.
Amazon allows this change, but only with proper validation and reasoning.
Can You Edit the Brand Name Yourself?
Once an ASIN has been created and receives even one sale, the brand name field becomes locked. You cannot simply go to “Edit Listing” and change it like other details (such as bullet points or product description).
Amazon encrypts this field to ensure that the catalog does not change. Any process to circumvent this (like generating a new ASIN or fudging the information) may result in them going against their policies and putting your account at risk.
How to Change Amazon Brand Name the Right Way
Here’s a step-by-step approach that we at Seller Pickle follow to help sellers update their brand name properly:
1. Verify Ownership
Make sure you are either the brand owner or an authorized seller. If you’re in the Amazon Brand Registry, your chances of approval are much higher. You should also have a live or pending trademark.
2. Prepare Visual Proof
Amazon will ask for product images that display:
- The correct brand name is printed on the physical product
- The brand name visible on packaging (not digitally edited)
- Trademark certificate (if available)
Make sure the brand spelling is 100% consistent with what you’re requesting.
3. Open a Case in Seller Central
Navigate to:
- Help > Get Support > Products, Listings or Inventory
- Select Issue with Product Detail Page
- Choose Brand Name Change
Provide a detailed yet simple explanation, attach your proof, and submit the case.
Common Challenges and Rejections
Many sellers get their requests denied. Here’s why:
- Images don’t show the brand clearly
- The trademark and listing name don’t match
- Attempting to change to a completely unrelated brand
- Duplicate ASINs or policy flags on the account
When this happens, Seller Pickle steps in to help resolve it with a custom plan and escalation strategy. Our team ensures your documents are accurate, your request follows Amazon’s internal guidelines, and your listing isn’t at risk.
What Not to Do
- Never delete and relist. You risk losing reviews and indexing.
- Avoid fake packaging or edited images. Amazon has tools to detect this.
- Don’t use slightly different brand names (e.g., “TechPro” vs. “Tech Pro”) — Amazon treats them as separate entities.
Final Thoughts
Change Amazon Brand name takes much more than just a click. It is trickery, done within the rules, a knowing of Amazon’s inner workings, and good documentation.
If you’re struggling with the Amazon change brand name process, Seller Pickle is here to help. We assist sellers with brand name corrections, listing reinstatements, and catalog optimization — all while keeping your seller account safe.
