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Brand Name Change
Is there any remedy for a brand name change?
I want to save the reviews on my current product listing that needs a brand name change. Many years ago, an Amazon rep told me to use my company name as my brand name (had a trademark) to use brand protection against bad sellers who were selling without my permission. I was told I could change my brand name anytime, and when I had the trademark for my actual brand name, I could change it and not worry.
It worked to protect my listing from fake sellers at the time, so I was happy. Now, I want to change my brand name, and everyone says I need to create a new listing, but I would lose my reviews if I did that.
My brand name took some years to get because it was initially disputed, but we got it in the end. In the present day, my company name is my brand name. Customers are still buying on the listing, and I can't afford to leave the reviews behind.
Could I go through any appeal process to have a real human help me? Could they go back and see that a rep gave me bad advice and call this a special circumstance?
22 replies
Dougal_Amazon
Hello @Seller_KFaPWhNu9j7Rh,
My name is Dougal from the Community Manager Team and I can address your question. Minor corrections can be made such as fixing typos, capitalization, and issues with legal abbreviations on Brand names. To make minor corrections, contact Selling Partner Support, select Brand – update as issue type, complete and submit the form. This can be referenced via the Amazon Brand Name policy help page
If you are looking to make changes beyond what is listed above, that may be considered re-branding and is not supported and you can find this in the "Policies for editing detail pages," section of the Product detail page rules help page.
Best, Dougal
Seller_WBnGS7Ix3XiDX
I did a name change about 8 years ago, & had to start over with no reviews. It took awhile to get it back, but I did.
I have seen this come up from time to time, but I don't think anything has changed, as most people said they had to start over with a new "brand" name, without their reviews as well.
But hopefully you will get reviews quickly, & within a few months you will be back where you were.
Seller_4zBzdtgCyS9EI
No, not on Amazon. Bad advice is standard.
Seller_Joe8w9a9qu6pw
Some sellers have successfully changed brand names using a category-specific flat file upload with Amazon support approval. Request a UPC exemption if necessary.
Seller_gejTI0exw1Q9B
This is the typical response I get:
Kindly inform that, we are unable to update the requested brand name at the moment. Because the proposed change does not meet the Marketplace Rules.
To protect Customer trust and ensure catalog quality, Any major Brand Name change requests are considered re-branding and will not be supported.
However, If you choose to rebrand a product you must create a new ASIN rather than update an existing ASIN. This is true even if the product does not change materially after the brand update.
For more information, go to "Amazon Brand Name Policy":
https://sellercentral.amazon.com/help/hub/reference/G2N3GKE5SGSHWYRZ
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