The Brand Registry Secret: How to Fix Amazon Content Issues

Are you experiencing issues with getting your content to reflect on your brand new Amazon listings? This might be the solution you're looking for.

Amazon regards a brand as a name representing 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 not belonging to that brand.

The Amazon Brand Name policy outlines 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 (for instance, an AmazonBasics product should always display “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 entered into the attribute field tends to differ. This might result from the customer not wanting the legal business name (RT7Digital London) to display on the product detail page and preferring (RT7Digital).

While the difference seems minor in our view, Amazon considers these two different brands and entities.

The issues

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

This same problem leads to delays with content updates on your product pages. If your listed brand name perfectly matches that in Brand Registry, you can leverage their dedicated support team, which resolves issues much more quickly. However, if the names don't align, your internal team or the agency you work with must navigate regular seller support, where resolving these issues can often take weeks.

Our suggestions

We recommend applying for brand registry before uploading any products into your Amazon catalog, and when uploading your products, use the exact same name. We've found this method yields the highest success rate for getting content to reflect, being able to assign your ASINs to A+ Content, and linking your products to your Brand Store.

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