Amazon brand name policy

Are you facing any issues with getting your content to reflect on your brand new Amazon listings? Well, this could be the answer you are looking for.

Amazon considers a brand to be a name that represents a product or set of products. Products from the same brand share a common name, logo, or other identifying mark that appears on the product or its packaging and distinguishes those products from similar products that do not belong to that brand.

The Amazon Brand Name policy explains how to use the brand attribute on your ASINs. The brand attribute on a listing should match the name of the brand that produced the product (that is, an AmazonBasics product should always show “by AmazonBasics” on the detail page).

Our observations

Across multiple listings and a number of clients, we have noted that the brand name submitted when applying for Brand Registry and the Brand Name inserted into the attribute field tends to differ. This could come down to the customer not wanting the legal business name (RT7Digital London) to display on the product detail page and would rather prefer (RT7Digital).

While the difference is minor in our eyes, Amazon views these as two different brands and entities.

The issues

A recurring issue for brands on Amazon stems from a simple but critical detail: an exact brand name match is required across all systems. For instance, products listed under the brand name "RT7Digital" will not link to a Brand Store created for "RT7Digital London" because Amazon's system views them as separate entities.

This same problem causes delays with content updates on your product pages. If your listed brand name perfectly matches what's in Brand Registry, you can use their dedicated support team, which resolves issues much faster. However, if the names don't align, your internal team or the agency you partner with must go through regular seller support, where fixing these issues can often take weeks.

Our suggestions

We suggest applying for brand registry before uploading any products into your Amazon catalogue and when uploading your products, use the exact same name. We have found this method yield the highest success rate when it comes to getting content to reflect, being able assign you asins to A+ Content and linking your products to your Brand Store.

Should you encounter any issues , contact our team of dedicated and reliable Amazon specialists to assist in resolving your brand name issue. Contact us on contact@rt7digital.com