How to Change Brand Name on Amazon: A Complete Guide for Sellers

The brand name change may appear to be minor on Amazon, but it can have a considerable impact on your exposure, credibility, and sales. It can be either your rebranding or a mistake in the listing, but as far as you need to change brand name on Amazon to have a consistent and professional image, it is important to know how to do so.

Why You Might Need to Change Brand Name on Amazon

Many sellers reach a point where updating the Amazon listing brand name becomes necessary. Here are a few common reasons:

• You are rebranding or have updated your business name.
• Your current listing displays the wrong brand name.
• You want to unify all products under a single, consistent brand identity.
• You’re resolving issues related to brand registry or trademark updates.

Regardless of the reason, changing brand name on Amazon requires proper steps and sometimes, Seller Central support. That’s where Seller Pickle comes in—to help make your brand identity match across all listings effectively and professionally.

Steps to Change Brand Name on Amazon Listings

It is one thing to change the brand name of a listing when it is still in preview before making it live, but it is quite easier said than done when it happens to be live, particularly when it is already linked up with a brand-specific ASIN or in the Brand Registry. However, one can get it done with the right strategy.

Here’s a step-by-step process to change the brand name on Amazon:

1. Gather Proof of Your Brand

You must have proper documentation showing the correct brand name. This includes:

• Product packaging with the updated brand
• A high-resolution image of the product showing the brand name
• Trademark documentation (if available)

2. Update Product Information via Flat File

Amazon’s flat file template (Inventory File Template) allows more control over bulk changes. This method is ideal for those needing to update multiple listings. Use the update option, not “partial update,” and make sure to fill in the correct brand name column.

3. Open a Case with Seller Support

If direct changes through flat files or the listing tool don’t work, open a case in Seller Central. Include:

• ASIN(s)
• A detailed explanation of the change
• Proof of the correct brand name
• Images that clearly show the product with the brand logo

4. Request a Brand Name Update through the Catalog Team

Amazon may escalate the case to the Catalog Team for further verification. Be ready to provide everything you submitted in your original support ticket. Keep communication clear, factual, and professional.

5. Enroll in Amazon Brand Registry

If your products are not yet registered, applying for Amazon Brand Registry can make it easier to control and edit brand-related content. It’s also a long-term solution to protect your listings from unauthorized edits.

Common Challenges in Changing Brand Name on Amazon

Changing your Amazon listing brand name isn’t always smooth. Here are common hurdles sellers face:

• Brand Locked Listings: Amazon often locks the brand field once a product is created. To modify it you will require authentic evidence and a support ticket.
• Wrong Packaging of the Product: It is important that the display and quality of your images indicate clearly the brand. Otherwise, Amazon could turn down the request.
• Other Sellers with the same ASIN: In case, sellers selling your product under a different brand are on the same ASIN, that may confuse your change request.
• Amazon Brand Registry Conflicts: In case of enrolling the ASIN brand in Brand Registry with another brand, only brand owner can request changes.
• Seller Pickle assists in this process and makes it much easier by providing sellers with documentation, flat files and direct communication strategies to have their listings fixed sooner.

How Seller Pickle Can Help

Seller Pickle specializes in Amazon listing optimization and issue resolution, including brand name updates. If you’re stuck with incorrect branding, rebranding your business, or just want your listings to reflect your new brand identity, Seller Pickle handles the technical work for you.

Our team provides:

• Custom flat file support
• Professional case escalation to Amazon
• Brand image verification
• Troubleshooting for locked or hijacked listings
• Help with Brand Registry issues

With Seller Pickle, you save time and avoid the frustration of navigating Amazon’s complex support system alone.

Final Thoughts

Knowing how to change brand name on Amazon is critical if you want your brand identity to remain consistent across the marketplace. Whether it’s a minor name correction or a full rebranding effort, the right approach ensures that your product listings stay optimized, professional, and trustworthy.

Remember, the Amazon listing brand name is more than just a label—it’s part of your customer’s first impression. Make sure it reflects your true brand value. And if it doesn’t, Seller Pickle is here to help you fix it.