Changing Brands for an ASIN
I own 2 brands Regina and Regina Royal in Brand Registry, and when we created the listing, the person in charge used Regina Royal.. Now when I am requesting Amazon to change it to Regina they are saying that not possible you will have to create a new ASIN. We will lose the complete history/vine reviews on that ASIN if we create a new listing. Why is it such a challenge to change a brand for an ASIN that are registered by us in Brand Registry? Amazon should come up with more flexibility for sellers who own the Brand to change it.
Changing Brands for an ASIN
I own 2 brands Regina and Regina Royal in Brand Registry, and when we created the listing, the person in charge used Regina Royal.. Now when I am requesting Amazon to change it to Regina they are saying that not possible you will have to create a new ASIN. We will lose the complete history/vine reviews on that ASIN if we create a new listing. Why is it such a challenge to change a brand for an ASIN that are registered by us in Brand Registry? Amazon should come up with more flexibility for sellers who own the Brand to change it.
5 replies
Seller_x4e8JJsHAmw8S
Not a lot of help, but agreed, we're in the same boat
Seller_G1JvrEXJlgKdK
I have also just learned this with my bestselling ASIN's, trying to change it from 'generic' to our actual name... Fuming...
1yr trade history / Vine / aggressive AD data etc in the tens of thousands, working hard to obtain our review history.
Paid for the trademark etc, edited packaging - which it now feels like all for nothing and seriously now considering ditching FBA.
Yet Amazon hide behind their T&C's and 'to prevent customer confusion' stance, complete bs.
They did NOT make this clear enough when joining that you HAVE to do this upfront.
It seems to be another way to once again, grab as much as they can from their sellers...
As also to note when you click on ' generic ', it comes up with a bunch of sex toys for some reason, how thoughtful of the algorithm?!
We sell loofahs! Highly inappropriate...
Curious if anybody has gotten around this without having to start all over again?!
Ana_Amazon
Hello @Seller_g7XjR6trYydxp,
My name is Ana, from the community manager team. Welcome to the forums and thank you for bringing up this important subject.
You are right that creating a new ASIN would mean losing your review history, including Vine reviews, sales rank, advertising data, and overall listing performance. Vine reviews in particular cannot be transferred to a new ASIN, so you would need to re-enrol the new listing in the Vine programme and start building that review base from scratch.
I'd like to share some important context about how the brand name attribute works on Amazon, as this applies to your situation and to the other sellers who have commented on this thread.
The brand name is what Amazon considers a "frozen" attribute in the product catalogue. This means that once an ASIN is created with a specific brand name, that value is largely locked and cannot be changed (only minor corrections are allowed). The Amazon Brand Name policy exists primarily to protect the customer experience — when a buyer purchases a product under one brand and later sees a different brand name on the same listing, it can lead to confusion, returns, and trust issues.
If you wish to rebrand a product, the standard path is to create a new ASIN with the correct brand name and a new UPC/EAN. I understand this is not ideal when you have built up sales history, Vine reviews, and advertising data on the existing listing, and I appreciate that this can feel like a significant setback.
To look into your specific situation further, could you please share your case ID? This will let me review the details of your request and provide more tailored guidance.
Kind regards,
Ana
