We have been the sole manufacturer and seller of ASIN for over 13 years. Several years ago, unauthorized sellers began listing counterfeit versions of our product. At the time, we did not have a registered trademark, so per Amazon’s guidance, I applied for trademarks for both our product name and company name.
The company name trademark was approved quickly, but the product name faced opposition from Hugo Boss, delaying its approval. An Amazon representative advised me to update all branding to our company name to remove bad actors from the listing. This solution worked, and I was assured that once the product name trademark was finalized, updating the brand name would be simple.
After years of legal effort, we successfully secured the trademark for our product name one year ago. However, upon attempting to update the brand name, I discovered that it was no longer possible. Despite extensive efforts to resolve this through Seller Support over the past year, I keep receiving a standard response stating that a brand name change would "confuse customers." This reasoning does not align with the reality that our product name has been clearly displayed on all packaging shipped from FBA for years.
Additionally, due to a divorce, I was required to change my company name, further complicating the issue. I cannot afford to start over with a new listing, nor can I expand our product line under the current constraints.
Please advise on how we can proceed.