How to Change Brand Name on Amazon and Manage Your Listing Identity the Right Way

Being consistent is essential when developing a brand on Amazon. But what if you had to change the name of your Amazon brand? Whether you're rebranding, correcting an error, or addressing hijacker behavior, altering the brand name of your Amazon listing is more difficult than changing the title. Understanding how to change brand name on Amazon is crucial, as navigating Amazon's strict brand attribute requirements can be challenging without the right knowledge and proper documentation.

Why Sellers Need to Change Brand Names on Amazon

• There are several reasons why you might need to update your Amazon listing brand name:
• You’ve undergone a rebranding or updated your logo and brand identity.
• Your listing shows the wrong brand name due to a listing error or hijacker modification.
• You’re trying to align your listings under one unified brand for Brand Registry.
• A mistake was made during listing creation or uploading via flat files.

Regardless of the reason, updating brand information is not a simple edit—it requires proof, patience, and often support from Amazon’s brand team.

How to Change Brand Name on Amazon – Step-by-Step

Step 1: Confirm Brand Ownership

Before attempting to change a brand name, make sure you meet the following:

• You are the brand owner or authorized representative.
• Your brand is registered with Amazon Brand Registry.
• You have clear documentation linking your brand to your product (invoices, packaging photos, trademark certificate).

Step 2: Check If Brand Change Is Allowed

Amazon generally does not allow brand name changes once the ASIN is created unless:

• The listing was created with an incorrect brand name.
• The brand does not match the product packaging or invoice.
• You provide strong documentation proving the change is valid.

If the listing is correct but outdated (e.g., you changed your brand), Amazon may reject the request unless a clear trademark record supports it.

Step 3: Open a Case with Seller Support

• Once you've gathered your documents:
• Go to Seller Central > Help > Get Support
• Select “Products and Inventory” → “Product Page Issue”
• Choose “Update Product Information” > Brand Name Change

Provide pictures of the purchase invoice, trademark certificate, and product packaging that unambiguously display the proper brand name.

Step 4: Use a Flat File Upload (If Applicable)

In some cases, changing brand names may require a flat file update (bulk listing template):

• Download the category-specific inventory template
• Fill out the correct brand name
• Add a note in the "Update/Delete" column: Partial Update
• Submit the file through the Inventory > Add Products via Upload section

If Amazon rejects the change, escalate with clear evidence through the case log.

Common Issues When Changing Brand Names

• Amazon may lock the brand attribute, especially for established listings.
• Brand Registry mismatch can cause rejection if the brand isn’t enrolled properly.
• Sellers face pushback from support, often receiving generic responses or denials.
• Incorrect documentation (e.g., poor-quality images or unverifiable invoices) leads to delays.

How Seller Pickle Helps

At Seller Pickle, we specialize in helping sellers update brand information, fix brand mismatches, and ensure listings are correctly represented. Here’s how we assist:

Brand Name Change Support

We prepare and submit complete, Amazon-compliant requests to update your brand name with the highest chance of approval.

Flat File Assistance

Our team handles flat file uploads correctly, minimizing rejection rates and support issues.

Brand Registry Guidance

Not enrolled yet? We’ll help you apply for a trademark and register your brand, unlocking greater control over your listings.

Amazon Listing Cleanup

We correct hijacker-influenced brand errors and restore original brand integrity.

Final Thoughts

To preserve continuity and safeguard the identity of your goods, you must understand how to modify your brand name on Amazon. Precisely following Amazon's procedure is essential, whether you're changing a brand or fixing an error.

Visit www.sellerpickle.com today for fast, professional Amazon listing and brand support.