This blog post will explain how to fix an incorrect Amazon brand name. Have you ever gone to list your product and discovered it is already listed, but under the wrong brand name? Have you ever set up your product but made a mistake in the brand name field? These things happen, and while they can be a little challenging to fix, it is possible. It is important for you as a seller to have your product correctly tied to your Brand Name. This ensures customers can find what they are looking for and trust the Amazon marketplace. If your brand name is incorrect on Amazon, you may lose out on valuable sales, confuse customers, or risk your listings being taken down. This post will outline what brand name and brand registry are, why there can be issues with the brand name, and how to fix them.
What is Brand Name and Brand Registry
Brand Name is a very important product attribute on Amazon. It shows prominently on a product’s detail page under the title, connects to a brand storefront or brand search results page, and, when registered with Brand Registry, unlocks powerful merchandising tools on Amazon that are vital to staying competitive on the platform. These tools include Brand Story, Premium A+ Content, Storefront, and more. The Brand Name is a required attribute when an item is first set up on Amazon, and ideally, a Product’s UPC is tied to the Brand Name on GS1. This post will explain how to correct a brand name if you are already enrolled in Brand Registry and it is properly connected to your Seller Central account.
Why is the Incorrect Brand Name Showing on Amazon
If a product’s brand name is incorrect on Amazon, it can prevent a seller from selling it, confuse customers, and create confusion and distrust on the Amazon Marketplace. There are a few reasons why an incorrect brand name is displayed. One, it could have been set up incorrectly by a different user. Amazon is a marketplace, meaning any seller can sell any product they have, whether they are the brand owner or not. However, sellers who are not the brand owner have fewer rights and control over the detail page. That being said, occasionally, sellers may accidentally set up a product with the wrong brand name since they are not brand-registered. This will tie the UPC and newly created ASIN to an incorrect brand name, making it hard for other sellers to list the product. We also occasionally see issues regarding misspellings, incorrect capitalization, or nicknames. There can also be issues with sister brands or sub-brands. Occasionally, Amazon normalized brand values to fit what they already have in the catalog. All of these are potential reasons why your product has the incorrect brand name listed.
How to Fix an Incorrect Brand Name
The first step in correcting a product’s brand name on Amazon is to open a case with seller support. On Amazon, the pathway is Help > Get Help and Resources > My issue is not listed. Then, clearly explain the brand name issue. In this case, include
The ASIN
The UPC
The incorrect brand name that is currently displayed
Your correct brand name
Explain that you are the brand owner and manufacturer
After this initial case, it will likely be transferred to the catalog team or to the brand registry team. You may receive a follow-up requiring proof of this brand name change. To that, you must supply proof such as
Reference your Brand Registry Enrollment
Product packaging photos that clearly show the product UPC and brand name
Your Brand or Manufacturer website that shows the product and UPC
UPC proof from GS1
Invoices or Purchase Orders that show you own the products
The goal with this case is to explain to Amazon Seller Support that the existing ASIN was created incorrectly, and you are asking them to correct that error, not rebrand a product. That is because “rebranding a product” is against Amazon Guidelines and requires a new UPC and ASIN, which is not an option if your UPC is currently tied to the incorrect brand name. Explain clearly in the case that a 3rd party seller set up the product incorrectly, you are unable to list your own product as a result, and you are requesting a change to regain control of the listing. Amazon will need some time to review the case and correct the issue. It may require a few responses back and forth to Amazon to thoroughly explain the issue. Don’t give up if the first response says they cannot make the change. You can also request that the case be transferred to the catalog team or the brand registry team, where you may receive more specialized and dedicated support. Correcting a brand name through this pathway is possible; you just need to include all required proof and be patient with support. Once Amazon understands and corrects the issue, they will update you in the case, and it may take up to 7 days for the brand name to display correctly on the detail page. After that, you should have access to your listing again, and customers will be able to easily find your products, resulting in a clean and efficient marketplace.
Frequently Asked Questions - How to Correct a Brand Name on Amazon
Is it possible to change a brand name on Amazon?
Yes, it is possible to change a brand name on Amazon if the current brand name is incorrect. Amazon will only approve a change when it is a correction (for example, a wrong brand was entered or a typo was made), not when a product is being rebranded. You must provide proof that you are the brand owner and that the ASIN was created incorrectly.
How do you change a generic brand name on Amazon?
If your product is listed under “Generic,” you can request a brand name update through Seller Support. You will need to submit a case explaining that the product was incorrectly created as Generic and provide proof of your real brand, such as Brand Registry enrollment, product packaging photos, and GS1 UPC documentation.
How do you correct the brand name on an Amazon account?
To correct a brand name on a listing, open a case in Seller Central under Help > Get Help and Resources > My issue is not listed. Provide the ASIN, UPC, incorrect brand name, correct brand name, and proof that you are the brand owner. Ask Amazon to route the case to the catalog or Brand Registry team for review.
Can you change your brand name on an Amazon listing?
You can change the brand name on a listing only if it was entered incorrectly. Amazon does not allow brand name changes for rebranding purposes. If you are launching a new brand name or rebranding an existing product, you must create a new ASIN with a new UPC.
How to modify an Amazon listing?
You can modify most listing attributes (title, bullets, images, etc.) in Seller Central. However, a brand name is a protected attribute and cannot be edited directly. It must be changed through a Seller Support case with documentation.
Why won’t Amazon let me change the brand name myself?
Amazon locks the brand name field to prevent catalog issues. Since the brand name is tied to the ASIN and UPC, Amazon requires manual review to ensure the change is a correction and not an attempt to rebrand or take over another brand’s listing.
What proof does Amazon require to change a brand name?
Amazon typically asks for Brand Registry proof, product packaging photos showing the brand name and UPC, your brand or manufacturer website, GS1 documentation for the UPC, and sometimes invoices or purchase orders showing you manufacture or own the product.
How long does it take for Amazon to update a brand name?
Once approved, the change usually appears within a few days, but it can take up to 7 days for the update to reflect fully on the product detail page and connect to your brand and storefront.
What if another seller created the ASIN with the wrong brand name?
This can happen, and you should explain in your case that a third-party seller created the ASIN incorrectly and that you are the brand owner. Emphasize that you are requesting a correction, not a rebrand, and provide documentation to support the requested change.
Do I need Brand Registry to fix an incorrect brand name?
While it is sometimes possible without Brand Registry, having your brand registered significantly improves your chances of success. Brand Registry helps Amazon verify ownership and gives you stronger control over brand-related product listing attributes like brand name.
Conclusion
Learning how to fix an incorrect brand name on Amazon is an important part of selling and brand protection. While brand name changes can be frustrating and difficult to achieve, don’t let them prevent you from making valuable sales on Amazon. Fixing an incorrect brand name on Amazon can improve your discoverability and sales, help your customers find you, and ensure the marketplace is fair and easy to navigate. If you don't get the brand name corrected, it can result in customer confusion, risk of listing removal, loss of sales, and reduced trust in the marketplace. If you have questions on this process or need any help with Brand Name corrections, please reach out to us with the link below.
About The Author
This post was written by Liz Carson, a strategy-driven Account Manager at Goat Consulting. Liz has over 6 years of experience with Goat Consulting and helps clients sell on Amazon successfully through a strategy that incorporates increasing sales, mitigating risk, reducing costs, and solving problems. She specializes in turning complex growth strategies into clear, actionable steps. Liz has specific experience in correcting product brand name errors on Amazon. If you want help troubleshooting any product issues, understanding Brand Registry and UPC requirements, or assistance on other aspects of selling on Amazon, please reach out to Liz through our Contact Us form.