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This article applies to selling in: United States

Amazon Brand Name Policy

This page explains Amazon’s Brand Name Policy, which includes:

  • Error messages you may receive related to Amazon’s Brand Name Policy
  • What is a brand? What is a non-branded product?
  • How to use the brand attribute correctly when listing
  • Frequently asked questions
  • Exceptions to Amazon’s Brand Name Policy

The Amazon Brand Name policy explains 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 (that is, an AmazonBasics product should always show "by AmazonBasics" on the detail page).

Amazon considers a brand to be a name that represents 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 that do not belong to that brand.

  • You may need approval from Amazon before listing products with a new brand attribute—please see the list of potential listing error codes you may receive at the bottom of the page and their corresponding next steps.
  • If you are listing a non-branded product, you should use Generic in the brand attribute field.

Error messages you may receive related to Amazon’s Brand Name Policy

If you encounter one of the error messages listed below while trying to create a new ASIN and would like to contact Selling Partner Support, make sure that you are providing them with the requested information listed in the table. For example, if you use inventory file templates to create ASINs with a new brand value, you may get error 5665.

Error Code Error Message Requested Information
5661 We have identified you may be misusing the Brand field and not complying with the Brand Name Policy. If you believe you are complying with our policy, contact Selling Partner Support and mention error code 5661.

When contacting Selling Partner Support, provide the following information:

  • The brand name used when creating the listing.
  • Real-world images of the product and/or packaging, showing branding on either. The images can show the product and/or packaging held in hand or placed on a table. The branding must be permanently affixed.
  • If using inventory file templates, please also provide the Batch ID of the inventory file process report.

For more information, please review our Brand Name Policy.

The brand name used when creating the listing.

Images of the product and/or packaging must meet the following criteria:

  • Branding is permanently affixed
  • Branding on the product and/or packaging is an exact match for the brand name used when creating the listing
  • Images do not need to be ASIN-level quality; the product and/or packaging can be held in hand, or placed on a table

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


If using inventory file templates, please also provide the Batch ID of the inventory file process report.

5664 We have identified you 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, please contact Selling Partner Support and mention error code 5664.

When contacting Selling Partner Support, provide the following information:

  • The brand name used when creating the listing.
  • Real-world images of the product and/or packaging, showing branding on either. The images can show the product and/or packaging held in hand, or placed on a table. The branding must be permanently affixed.
  • If using inventory file templates, please also provide the Batch ID of the inventory file process report.

For more information, please review our Brand Name Policy.

5665 Amazon must approve your brand before you can use it to list products. Brands should be registered through Brand Registry, but if your brand is not eligible for Brand Registry, you can obtain an exception by contacting Selling Partner Support and mentioning error code 5665.

When contacting Selling Partner Support, provide the following information:

  • The brand name used when creating the listing.
  • Real-world images of the product and/or packaging, showing branding on either. The images can show the product and/or packaging held in hand or placed on a table. The branding must be permanently affixed.
  • If using inventory file templates, please also provide the Batch ID of the inventory file process report.

For more information, please review our Brand Name Policy.

What is a brand? What is a non-branded product?


  1. What is considered a brand on Amazon?

    Amazon considers a brand to be a name that represents 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 that do not belong to that brand. Brands often have trademarks that act as a common name or logo.

    For example, the AmazonBasics brand produces a number of different products such as backpacks, batteries, and kitchen supplies. All AmazonBasics products should have 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, also known as a brand value. The brand value should match the name of the brand that produced the product.

    Customers today see brand attribute as a byline on an ASIN’s product detail page, either above or below the item name. Buyers can click the brand attribute on an ASIN to find other products from the same brand, which is why it’s important accurate information is provided.

    A brand 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 name will not be considered a valid brand unless your products or their packaging are branded with that name as well. Branding on products and packaging must also be permanently affixed.

    If your products or packaging are not branded, but you have a registered trademark for your brand, you can enroll in Brand Registry, which will allow you to list ASINs with your brand’s name as the brand value.

    Sellers are prohibited from using a misrepresentation of an existing brand on their ASINs. For example, Sellers cannot use Amaz0nB4$1c$ in their ASIN’s brand attribute if they are trying to list an AmazonBasics product.

    The detail page below has the brand value AmazonBasics in the brand attribute (red square), as well as permanently affixed to the product.

  2. What is a non-branded product?

    When a product is non-branded, it means the product does not belong to any brand. In these cases, Sellers need to use the value Generic in the brand attribute to indicate the product is unaffiliated with a brand. Non-branded products do not have a common name, logo, or other name that labels its products or packaging.

    If a seller’s generic product does not have a product identifier such as a Global Trade Item Number (GTIN) or Universal Product Code (UPC), the seller must request and receive approval from Amazon to list generic products in the desired marketplace and product category. See the instructions for requesting approval to list products that do not have a product identifier. Sellers must request this approval for each product category and marketplace in which the seller wishes to list generic products that do not have a product identifier.

How to use brand attribute correctly when listing


  1. When should Sellers use a brand’s name as their ASIN’s brand value?

    Sellers should use a brand’s name as their brand value when the product they are selling belongs to said brand. Brands apply their name to their products and/or packaging, which Sellers can use to determine which value to use in the brand attribute. For example, a container of protein powder from OWN PWR will have the name OWN PWR printed on the packaging, so the ASIN should also use the value OWN PWR in the brand attribute.

    ASIN ASIN’s 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’s name.
    OWN PWR whey protein

    This brand value is incorrect. The ASIN’s brand value does not match the branding on the product.

    Since the product is from OWN PWR and has its name on the product, the correct brand value is OWN PWR.

    AmazonBasics This use of the brand attribute is correct. The brand attribute is AmazonBasics since the product is from AmazonBasics, and branded with AmazonBasics’s brand name.
    Value Resale Shop

    This use of the brand attribute is incorrect. The brand attribute is the Seller’s account name, not the brand name on the product.

    Since the product is from AmazonBasics and has its brand name on the product, the correct brand attribute is AmazonBasics.

    amazonbasics_mouse_black

    This use of the brand attribute is incorrect. The brand attribute is the ASIN’s SKU, not the brand name on the product.

    Since the product is from AmazonBasics and has its brand name on the product, the correct brand attribute is AmazonBasics.

    GBbFP054dfo78

    This use of the brand attribute is incorrect. The brand attribute is random letters and numbers, not the brand name on the product.

    Since the product is from AmazonBasics and has its brand name on the product, the correct brand attribute is AmazonBasics.

  2. When should Sellers use Generic as their ASIN’s brand value?

    Sellers should use the brand value Generic when the product they are selling does not belong to any brand. For example, a pack of paper towels that do not belong to a brand would not have any branding, so the ASIN should use the brand value Generic.

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

    ASIN ASIN’s brand value Comments
    Generic This brand value is correct. The brand attribute is Generic since the product is not from any brand, and is not branded with any brand’s name.
    Generic

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

    Since the product is from AmazonBasics and has its name on the product, the correct brand value is AmazonBasics.

  3. For bundles that contain more than one branded product, which brand value should the ASIN use?

    Consult our Product Bundling Policy for more information.

  4. What brand value should the ASIN use if the product is branded with more than one brand’s name?

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

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

    The ASIN should use the brand value that matches the product itself. For example, if a product was a non-branded USB charging cable that is compatible with AmazonBasics speakers, the brand value should be Generic. To learn more about compatibility terms, please see the Amazon Intellectual Property Policy.

    ASIN ASIN’s 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 brand 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 any brand, and is not branded with any brand’s name.
    Six foot USB charging cable, compatible with AmazonBasics speaker AmazonBasics

    This brand value is incorrect. The brand value is AmazonBasics, but the product is not part of the AmazonBasics brand.

    Since the product is not part of any brand, and the product does not have a brand’s name on it, the correct brand value is Generic.

    Wireless Speaker Inc. Six foot USB charging cable, compatible with AmazonBasics speaker Wireless Speaker Inc. This brand value is correct. Title indicates compatibility without implying that this is an AmazonBasics branded product. The brand value is Wireless Speaker Inc. since the product is from Wireless Speaker Inc., and branded with Wireless Speaker Inc.’s name.

Frequently asked questions


  1. Should Print on Demand products use Generic or a Print on Demand brand’s name?

    Print on Demand businesses print designs on a number of different products such as shirts, coffee mugs, and curtains at the time of a customer order.

    Print on Demand products should use the brand value Generic if the product 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 name as the brand value. If the product or packaging from the Print on Demand business is branded, the ASINs should use that business’s name as the brand value.

  2. How should Sellers brand Amazon Renewed ASINs?

    Amazon Renewed ASINs should still use the brand value of the original product. For example, if a Seller is listing an Amazon Renewed AmazonBasics Wireless Mouse, the brand value should still be AmazonBasics.

  3. What does permanently affixed branding mean?

    A brand name printed on packaging would be considered permanently affixed. A sticker would not be considered permanently affixed branding as it can be added after production. If a product or packaging does not have any branding, the brand value should be Generic.

    Some products cannot be permanently affixed, like furniture or jewelry. In these cases, the packaging must show evidence of the brand being permanently affixed upon it. Other products, like phone cases or clothing, can have branding on the products themselves.

  4. What if my brand’s products do not have UPCs/EANs/ etc.?

    UPC requirements may vary across categories or for different types of products in the same category. Certain categories may allow Sellers to request UPC exemptions. To learn more, see Guidelines for UPC and GTIN.

Exceptions to Amazon’s Brand Name Policy

  • Do all ASINs require a brand value?

    No. Products that are part of the books, music, video, DVD, or digital (BMVD) categories do not need a brand value, non-branded or otherwise. Their brand attributes can be left blank on ASIN creation. To learn more about BMVD products, see the Help page What does BMVD mean?

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