What To Do When There Is No Brand Register Amazon Seller

This article applies to selling in: United States

Amazon Brand Name Policy

This page explains Amazon'due south Make Proper name Policy, which includes:

Error messages you may receive related to Amazon's Brand Name Policy
What is a brand? What is a not-branded product?
Using the brand aspect correctly
Oft asked questions
Exceptions to Amazon's Brand Name Policy

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

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

All new make attributes must be approved past Amazon earlier listing products with a new brand attribute. See the list of potential listing mistake codes y'all may receive at the bottom of the folio and their corresponding next steps.
If yous are list a not-branded production, use Generic in the make aspect field.

Error letters you may receive related to Amazon's Brand Name Policy

If y'all come across one of the error messages listed below while trying to create a new ASIN click the link in the error message to automatically create and route you to a selling application and begin your make name approval process. To reduce the time it will take for your request to be reviewed, ensure your documents come across all the requirements listed in the selling application.

Mistake code	Error message	Requested data
5664	Nosotros take identified that you lot may be listing a generic product and not using Generic as the brand name, which is not compliant with the Brand Name Policy. If you believe you are complying with our policy, contact Selling Partner Support and mention error code 5664. When contacting Selling Partner Back up, provide the following information: The brand proper name used when creating the listing. Existent-globe images of the product, packaging, or both, showing branding on either. The images tin can show the product, packaging, or both, held in paw, or placed on a table. The branding must be permanently affixed. If using inventory file templates, besides provide the Batch ID of the inventory file procedure report. For more information, go to Brand Name Policy.	The brand name used when creating the listing. We will refuse your application if the brand name attribute is a product type, product description, model number, or anything else also a brand name. Images of the product, packaging, or both, must run across the following criteria: Branding is permanently affixed Branding on the product, packaging, or both, is an verbal friction match for the brand proper name used when creating the listing Images exercise non need to be ASIN-level quality. The production, packaging, or both, tin can be held in mitt, or placed on a table Instance of an image that meets all requirements for brand name AmazonBasics: If using inventory file templates, besides provide the Batch ID of the inventory file process written report.
5665	Request approval for your brand. The make name you lot have entered has not been approved past Amazon. Request approving by submitting an application for your brand for review. If approved, you will exist able to use this brand name in your product listings.

Mistake code

Error message

Requested data

5664

Nosotros take identified that you lot may be listing a generic product and not using Generic as the brand name, which is not compliant with the Brand Name Policy. If you believe you are complying with our policy, contact Selling Partner Support and mention error code 5664.

When contacting Selling Partner Back up, provide the following information:

The brand proper name used when creating the listing.
Existent-globe images of the product, packaging, or both, showing branding on either. The images tin can show the product, packaging, or both, held in paw, or placed on a table. The branding must be permanently affixed.
If using inventory file templates, besides provide the Batch ID of the inventory file procedure report.

For more information, go to Brand Name Policy.

The brand name used when creating the listing. We will refuse your application if the brand name attribute is a product type, product description, model number, or anything else also a brand name.

Images of the product, packaging, or both, must run across the following criteria:

Branding is permanently affixed
Branding on the product, packaging, or both, is an verbal friction match for the brand proper name used when creating the listing
Images exercise non need to be ASIN-level quality. The production, packaging, or both, tin can be held in mitt, or placed on a table

Instance of an image that meets all requirements for brand name AmazonBasics:

If using inventory file templates, besides provide the Batch ID of the inventory file process written report.

5665

Request approval for your brand.

The make name you lot have entered has not been approved past Amazon. Request approving by submitting an application for your brand for review. If approved, you will exist able to use this brand name in your product listings.

What is a brand? What is a not-branded production?

What is considered a brand on Amazon?

Amazon considers a brand to be a name that represents a production or set of products. Products from the same make share a mutual name, logo, or other identifying marking that appears on the production or packaging, and are distinguished from like products that do not belong to that brand. Brands often have trademarks that act as a common name or logo.

For instance, the AmazonBasics make produces a number of different products such equally backpacks, batteries, and kitchen supplies. All AmazonBasics products should accept AmazonBasics in the brand attribute, regardless of the ASIN title or seller.

The brand attribute is the field in ASIN creation or ASIN editing where sellers input a value, besides known as a brand value. The brand value should friction match the name of the make that produced the product and non exist a product type or production description.

Customers today see make aspect as a byline on an ASIN'south production detail page, either in a higher place or below the detail name. Buyers can click the make attribute on an ASIN to find other products from the same make, which is why information technology's of import that accurate information is provided.

A make cannot be an ASIN's SKU, a description of the ASIN, or any other name that is not reflected in branded products or packaging. Your seller account proper name volition not exist considered a valid brand unless your products or their packaging are branded with that name as well. Branding on products and packaging must too be permanently affixed.

If your products or packaging are not branded, but yous have a registered trademark for your brand, you tin enroll in Brand Registry, which will let you lot to list ASINs with your brand's name every bit the brand value.

Sellers are prohibited from using a misrepresentation of an existing make on their ASINs. For example, you cannot use Amaz0nB4$1c$ in your ASIN's brand attribute if yous are trying to list an AmazonBasics production.

The detail page below has the brand value AmazonBasics in the brand aspect (ruby-red foursquare), every bit well as permanently affixed to the product.

What is a non-branded product?

When a production is non-branded, it means the product does non belong to any make. In these cases, you must utilise the value Generic in the make attribute to betoken the product is unaffiliated with a brand. Non-branded products practise not accept a mutual name, logo, or other name that labels its products or packaging.

If a product does non have a product identifier such as a Global Merchandise Item Number (GTIN) or a Universal Production Code (UPC), you must request and receive approval from Amazon to list generic products in the desired land and production category. For more data on getting approving to listing products without an identifier, go to How to listing products that exercise not have a Product ID. You must asking this blessing for each country and product category in which yous would similar to list generic products without a product identifier.

Using the brand attribute correctly

When should sellers utilize a brand's name as their ASIN's make value?

Apply the brand's name as your brand value when the production you are selling belongs to said make. Brands utilize their proper noun to their products, packaging, or both, which you tin utilise to determine which value to utilise in the make attribute. For instance, a container of protein powder from Ain PWR will take the name Own PWR printed on the packaging, then the ASIN should also use the value OWN PWR in the make attribute.

ASIN	ASIN'south brand value		Comments
	Own PWR		This brand value is correct. The brand value is Own PWR since the product is from OWN PWR, and branded with OWN PWR'south name.
	OWN PWR whey poly peptide		This brand value is wrong. The ASIN's make value does not match the branding on the production. Since the product is from OWN PWR and has its name on the product, the correct make value is Ain PWR.
	AmazonBasics		This utilise of the brand attribute is correct. The brand attribute is AmazonBasics since the production is from AmazonBasics, and branded with AmazonBasics's brand proper name.
	Value Resale Shop		This use of the brand attribute is incorrect. The make attribute is the seller'southward business relationship proper name, non the brand proper name on the product. Since the product is from AmazonBasics and has its make name on the production, the correct make aspect is AmazonBasics.
	amazonbasics_mouse_black		This utilise of the make attribute is incorrect. The brand attribute is the ASIN's SKU, not the brand proper noun on the product. Since the product is from AmazonBasics and has its brand proper noun on the production, the correct brand aspect is AmazonBasics.
	GBbFP054dfo78		This use of the brand attribute is incorrect. The brand attribute is random letters and numbers, not the brand proper noun on the product. Since the product is from AmazonBasics and has its brand name on the production, the right brand attribute is AmazonBasics.

**When should sellers use Generic as their ASIN's make value?**

Use the make value Generic when the product you are selling does non belong to any brand. For example, a pack of paper towels that does not belong to a brand would not take any branding, so the ASIN should utilise the brand value Generic.

Generic should non exist used when a product contains branding from a brand. For case, a computer mouse that is permanently affixed with the AmazonBasics branding should not use Generic as the brand value. Instead, the make value should be AmazonBasics.

ASIN	ASIN'southward make value	Comments
	Generic	This brand value is correct. The brand attribute is Generic since the product is non from whatsoever make, and is not branded with whatsoever brand'south name.
	Generic	This brand value is incorrect. The brand aspect is Generic, despite the product belonging to a brand. Since the production is from AmazonBasics and has its proper noun on the product, the right brand value is AmazonBasics.

ASIN

ASIN'southward make value

Comments

Generic

This brand value is correct. The brand attribute is Generic since the product is non from whatsoever make, and is not branded with whatsoever brand'south name.

Generic

This brand value is incorrect. The brand aspect is Generic, despite the product belonging to a brand.

Since the production is from AmazonBasics and has its proper noun on the product, the right brand value is AmazonBasics.

For bundles that contain more than 1 branded production, which brand value should the ASIN employ?

Consult our Product Bundling Policy for more information.

What brand value should the ASIN employ if the product is branded with more than one make'south proper name?

Brand your products in accordance with the manufacturer or rights owner's branding guidelines.

What brand value should an ASIN utilize if its product is compatible with a differently branded product?

The ASIN should use the make value that matches the product itself. For example, if a product was a not-branded USB charging cablevision that is compatible with AmazonBasics speakers, the brand value should exist Generic. To learn more near compatibility terms, go to the Amazon Intellectual Property Policy.

ASIN	ASIN'due south brand value	Comments
	AmazonBasics	This brand value is correct. The brand value is AmazonBasics since the product is from AmazonBasics, and branded with AmazonBasic's name.
	Generic	This make value is correct. Title indicates compatibility without implying that this is an AmazonBasics branded product. The brand value is Generic since the product is not from whatever make, and is non branded with any brand'southward name.
Six pes USB charging cable, compatible with AmazonBasics speaker	AmazonBasics	This brand value is incorrect. The make value is AmazonBasics, but the production is not office of the AmazonBasics brand. Since the product is not part of any brand, and the product does not have a make's proper name on it, the right brand value is Generic.
Wireless Speaker Inc. Six foot USB charging cablevision, compatible with AmazonBasics speaker	Wireless Speaker Inc.	This brand value is right. Championship indicates compatibility without implying that this is an AmazonBasics branded product. The brand value is Wireless Speaker Inc. since the production is from Wireless Speaker Inc., and branded with Wireless Speaker Inc.'s name.

Oft asked questions

Should Impress on Demand products utilize Generic or a Impress on Need brand's name?

Print on Demand businesses impress designs on a number of unlike products such every bit shirts, coffee mugs, and curtains at the time of a customer gild.

Impress on Need products should apply the make value Generic if the production or packaging is not branded, unless you have a registered trademark. In that case, you can enroll in Brand Registry, which will allow you to list ASINs with your brand's proper name every bit the brand value. If the product or packaging from the Print on Demand business concern is branded, the ASINs should use that business organization'southward name as the brand value.

How should sellers brand Amazon Renewed ASINs?

Amazon Renewed ASINs should nevertheless use the brand value of the original production. For example, if y'all are list an Amazon Renewed AmazonBasics Wireless Mouse, the brand value should yet be AmazonBasics.

What does permanently affixed branding mean?

A brand name printed on packaging would exist considered permanently affixed. A sticker would non be considered permanently affixed branding as it tin can be added subsequently production. If a product or packaging does non take whatsoever branding, the brand value should be Generic.

Some products cannot be permanently affixed, like furniture or jewelry. In these cases, the packaging must prove bear witness of the brand being permanently affixed upon information technology. Other products, like phone cases or vesture, tin can have branding on the products themselves.

What if my make'south products do non accept a product ID, such every bit a UPC, EAN, or Jan?

UPC requirements may vary across categories or for different types of products in the same category. Certain categories may allow you lot to asking UPC exemptions. For more information, become to Guidelines for UPC and GTIN.

I'chiliad unable to edit the ASIN brand name to correct a typo, capitalization, or legal abbreviation showing incorrectly on the Detail page.

Regardless of mistake type, brand name corrections for a Brand Registered ASIN will but be supported if requested by the registered Brand possessor.

If your ASIN brand name attribute is listed incorrectly due to a typo, capitalization, or legal abbreviation issue, please navigate to our Contact Uspage and search "update brand name". Select your apply case and follow the instructions provided by the workflow. Or, browse for your result in the menu by selecting Products, Listings, or Inventory > Fix a production folio and following the workflow. Please annotation that images showing the production, brand, and product identifier (if applicable), manufacturer proof, or both, are required to conform your request.

Brand name change requests beyond these minor corrections are considered re-branding and will not exist supported. To protect Customer trust and ensure catalog quality, we ask that you lot create a new ASIN for the new production in accord with Amazon's Product Detail folio Rules.

Exceptions to Amazon'southward Brand Proper name policy

Do all ASINs require a brand value?

No. Products that are function of the Books, Music, Video, DVD, or Digital (BMVD) categories do not need a brand value, non-branded, or otherwise. Their brand attributes tin exist left blank on ASIN creation. To acquire more than almost BMVD products, go to What does BMVD hateful.