The extension granted for Maker Profile friendly URLs will expire on December 31. Friendly URLs will no longer work and Handmade sellers will need to begin using the alphanumeric, ASIN-based URL when directing customers to their Maker Profile.
Handmade sellers that display their Maker Profile URL on items such as invoices, business cards, advertising, or social media will need to update them with the alphanumeric, ASIN-based URL by December 31, 2021.
The ASIN-based URLs are currently displayed under the Product Details section of the Maker Profile page, or can be obtained by clicking the Maker Profile widget on an existing detail page.
ASIN-based URLs can now be found in the Maker Profile Editor.
Handmade sellers concerned with not having a friendly URL may qualify for a Brand Registry waiver, which offers some of the benefits enjoyed by brand registered sellers.
One of the benefits of the waiver program includes the opportunity to create an Amazon Store. which provides sellers with a branded URL (amazon.com/yourbrandname) and a multi-page, immersive experience that allows sellers to introduce customers to their brand story and entire catalog of products.
NOTE: The Brand Registry waiver, offered by Handmade does not come with IP protection. Sellers that require IP protection must meet the requirements of Amazon Brand Registry.