Amazon Brand Name Change Guide: Fix Your Listing with Seller Pickle

As you develop a brand of your own or expand a brand on Amazon, there is no doubt the brand name is a significant factor in customer confidence, product and brand recognition. Nevertheless, later on, a large number of sellers encounter the dilemma of having to alter brand names on Amazon.

Whether you’re rebranding or correcting a mistake in your listing, change brand name on Amazon listing isn’t as easy as it sounds. Amazon tightly controls listing content, and brand name fields are one of the most restricted.

In this article, Seller Pickle explains everything you need to know about changing your brand name on Amazon and how to go about it without putting your listings at risk.

Why Sellers Need to Change Brand Name on Amazon

There are many reasons why sellers decide to change brand name on Amazon listing:

• You’ve rebranded your business or changed your company name
• Your brand just got a registered trademark
• You mistakenly created the listing under the wrong brand
• You want to fix a typo or formatting issue in the current brand name
• You’re consolidating product lines under one main brand

Regardless of your explanations, make it a matter of checking whether the product information in your listing is of your brand. The contravention is the purchase of something that the customer can see on Amazon and get at the time of packing.

Is It Easy to Change the Brand Name?

Unfortunately, Amazon does not let sellers edit the brand name Amazon listing field directly. Once a listing is created and a brand is assigned to an ASIN, that field is locked. Even if you update other listing details like the title or bullet points, the brand name usually stays the same.

Why does Amazon restrict brand name edits?

Because of brand protection policies. Allowing free changes could lead to abuse, hijacking, or counterfeit activity. That’s why Amazon requires solid documentation before they consider a change request.

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

Changing your brand name on Amazon listing takes a few steps. Here’s how to do it the right way:

1. Collect Clear Documentation

Amazon will only approve your request if you show real proof that your product belongs to the new brand. Here’s what you need:

• High-quality images of the product with the new brand name clearly printed on it
• Photos of the packaging showing the updated brand name
• Trademark certificate if you own the brand (optional, but helpful)
• Purchase invoice from your supplier showing the new brand name

Make sure your images are not digitally edited. They must be photos of the physical product.

2. Open a Support Case in Seller Central

Once you have your proof ready, go to Help > Get Support in Seller Central. Choose:

• Products, Listings or Inventory > Product Page Issue > Update brand name
• Explain your request clearly:
• Mention the ASIN(s) affected
• Provide the current brand name and the new brand name
• Describe why the change is needed
• Upload your documents and images

3. Wait for Amazon’s Response

Amazon usually responds within 1–3 business days. They might:

• Approve your request and update the listing
• Ask for additional documentation
• Deny the request (or without reason)

In case of refusal, revise your documents, correct your work and submit again with much evidence. Be calm and professional during communication.

How Seller Pickle Helps Sellers with Brand Name change

At Seller Pickle, we’ve helped hundreds of sellers with complex listing issues—including changing brand names, resolving ASIN problems, and reinstating suspended listings.

Here’s how we assist:

• Review and verify your documentation
• Create compliant support cases to Amazon
• Help prepare product and packaging images
• Communicate with Amazon support teams on your behalf
• Speed up approval and reduce the chances of rejection

We understand Amazon’s internal process and know how to present your case effectively.

Final Thoughts

If you’re wondering how to change brand name Amazon listings , remember: it’s not impossible—but it does require the right approach and clear evidence.

Don’t risk a suspension by submitting incorrect information. And don’t let an outdated brand name stop your growth on the platform.

Let Seller Pickle handle the hard part while you focus on selling. Visit us at Seller Pickle for expert help with brand name changes, listing updates, and full Amazon account support.