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This article applies to selling in: Brazil

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?
  • Using the brand attribute correctly
  • 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 are distinguished from similar products that do not belong to that brand.

  • All new brand attributes must be approved by Amazon before listing products with a new brand attribute. 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, 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 click the link in the error message to automatically create and route you to a selling application and begin your brand name approval process. To reduce the time it will take for your request to be reviewed, ensure your documents meet all the requirements listed in the selling application.

Error code Error message Requested information
5664 We have identified that 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, 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, packaging, or both, showing branding on either. The images can show the product, packaging, or both, held in hand, or placed on a table. The branding must be permanently affixed.
  • If using inventory file templates, also provide the Batch ID of the inventory file process report.

For more information, go to Brand Name Policy.

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

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

  • Branding is permanently affixed
  • Branding on the product, packaging, or both, is an exact match for the brand name used when creating the listing
  • Images do not need to be ASIN-level quality. The product, packaging, or both, 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, also provide the Batch ID of the inventory file process report.

5665

Request approval for your brand.

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

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

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 packaging, and are distinguished 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 and not be a product type or product description.

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 that 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, you cannot use Amaz0nB4$1c$ in your ASIN’s brand attribute if you 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.

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, you must 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 product does not have a product identifier such as a Global Trade Item Number (GTIN) or a Universal Product Code (UPC), you must request and receive approval from Amazon to list generic products in the desired country and product category. For more information on getting approval to list products without an identifier, go to How to list products that do not have a Product ID. You must request this approval for each country and product category in which you would like to list generic products without a product identifier.

Using the brand attribute correctly

When should sellers use a brand’s name as their ASIN’s brand value?

Use the brand’s name as your brand value when the product you are selling belongs to said brand. Brands apply their name to their products, packaging, or both, which you 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.

When should sellers use Generic as their ASIN’s brand value?

Use the brand value Generic when the product you are selling does not belong to any brand. For example, a pack of paper towels that does 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 AmazonBasics branding 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.

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

Consult our Product Bundling Policy for more information.

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.

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, go to 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

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.

How should sellers brand Amazon Renewed ASINs?

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

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.

What if my brand’s products do not have a product ID, such as 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 to request UPC exemptions. For more information, go to Requirements for product UPCs and GTINs.

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

Regardless of error type, brand name corrections for a Brand Registered ASIN will only be supported if requested by the registered Brand owner.

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 use case and follow the instructions provided by the workflow. Or, browse for your issue in the menu by selecting Products, Listings, or Inventory > Fix a product page and following the workflow. Please note that images showing the product, brand, and product identifier (if applicable), manufacturer proof, or both, are required to accommodate your request.

Brand name change requests beyond these minor corrections are considered re-branding and will not be supported. To protect Customer trust and ensure catalog quality, we ask that you create a new ASIN for the new product in accordance with Amazon’s Product Detail page Rules.

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, go to What does BMVD mean.

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