How to Change Brand Name on Amazon Listings Without Risking Your Seller Account

For every Amazon seller, your brand name is more than just a label — it’s your identity, reputation, and recognition in the marketplace. However, many sellers eventually face the need to update or change brand name on Amazon listings. It can be a sticky situation, either out of rebranding, trademark changes, or cross-selling product lines, but it can be a listing suppressor or delay without certain attention applied to it.

We at Seller Pickle are going to take you step-by-step through the process of changing your brand name in your Amazon listing safely and effectively, and not lose your account in the process.

Why Sellers Need to Change Brand Name on Amazon

There are several reasons sellers might need to change a brand name on Amazon:

• Rebranding a product or company
  
• Correcting listing errors (e.g., wrong brand name entered)
  
• Aligning with a registered trademark
  
• Updating private label strategies
  
• Merging multiple brands into one

Irrespective of the cause, Amazon needs strong evidence to grant permission to change a brand name primarily because the company does not want to jeopardize the quality and validity of products and product listings and cause confusion in the minds of customers.

Can You Change the Brand Name on Existing Amazon Listings?

Well, it can be fixed, but it does not mean editing a title or a bullet point. Amazon listings have a brand name, which is regarded as an unchangeable attribute. After you create a listing under a given brand, Amazon does not permit direct edits on it without giving good grounds on your part and being able to undergo a formal procedure.

Whenever listing a new product, always ensure that you confirm the brand name twice so that you do not get into any trouble after.

Step-by-Step Process to Change Brand Name on Amazon

Here’s how to approach the brand name change the right way:

1. Gather Proof of Ownership

Amazon only entertains brand name changes if the seller is the registered brand owner or has an active brand registry. Ensure that:

• You are enrolled in Amazon Brand Registry.
  
• Your trademark is live and matches the new brand name.
  
• You have product packaging or images showing the new brand clearly.

2. Open a Case with Seller Support

Go to Seller Central and open a case under:

Help → Get Support → Selling on Amazon → Product Listing Issue

In the message, be clear and professional. Mention that you need to update the brand name on your listing due to ownership or trademark updates. Include:

• ASIN(s) of the affected product(s)
  
• Reason for the change
  
• Images of the product with new branding (actual product and packaging)
  
• Trademark certificate or brand registry confirmation

3. Be Prepared for Rejection (and Appeal)

Amazon doesn’t always approve brand-name change requests immediately. If your request gets denied:

• Check if your documentation is complete
  
• Re-submit with clearer images or corrected paperwork
  
• In some cases, involve an experienced Amazon service provider like Seller Pickle to assist with appeals

Things to Avoid

• Never list a product under the wrong brand name just to rank higher or gain visibility. This can lead to listing removal or even account suspension.
  
• Avoid using edited images or inconsistent product packaging.
  
• Don’t try to manipulate UPCs to bypass Amazon’s brand restrictions.

Can You Delete and Recreate Listings?

Some vendors attempt to remove the past listing and post a new one with the new name of the brand. This is not advisable for high-ranking or positively reviewed listings since:

• You’ll lose all reviews and sales history
  
• The ASIN will be treated as brand new
  
• Competitors may hijack the opportunity to take your old rank

Instead, always attempt a formal brand update process before considering deletion.

How Seller Pickle Helps Sellers with Brand Updates

Some vendors attempt to remove the past listing and post a new one with the new name of the brand. This is not advisable for high-ranking or positively reviewed listings since:

• Collect and format the right documentation
  
• Communicate effectively with Amazon’s internal teams
  
• Reduce the chances of account warnings or suspensions

Whether you’re rebranding a single product or restructuring your entire Amazon business, we’re here to help you stay compliant and avoid risky missteps.

Final Thoughts

Changing the brand name Amazon listings isn’t impossible — but it requires a structured approach and the right evidence. Always stay transparent with Amazon, provide the necessary brand registry documents, and avoid shortcuts that can lead to listing suppression.

In case you do not know how it is done or experience difficulties, do not resort to experiments. Allow Seller Pickle to execute the process professionally, so that you can put your energies into developing your brand, rather than fighting with Amazon support.