What is a brand? What is a non-branded product?
How to use the brand attribute correctly when listing
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 another identifying mark that appears on the product or its packaging and distinguishes those products from similar products that do not belong to that brand.
You may need approval from Amazon before listing products with a new brand attribute. The list of potential listing error codes that you may receive and their corresponding next steps are listed below.
If you are listing a non-branded product, then please use the value Generic in the brand attribute field.
Error messages related to Amazon’s Brand Name Policy
If you encounter one of the error messages listed below while trying to create a new ASIN and would like to contact Selling Partner Support, then please make sure that you are providing them with the requested information listed in the table. For example, if you use inventory file templates to create ASINs with a new brand value..
Error code Error message Requested information
We have identified that you may be misusing the Brand field and not complying with the Amazon Brand Name Policy . If you believe that you are complying with our policy, then please contact Selling Partner Support and mention.
When contacting Selling Partner Support, please 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, then please also provide the Batch ID of the inventory file process report.
The brand name used when creating the listing.
Images of the product, packaging, or both, must meet the following criteria:
Branding is permanently affixed to the product, packaging, or both
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 the requirements for brand name AmazonBasics:
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 Amazon Brand Name Policy. If you believe that you are complying with our policy, then please contact Selling Partner Support and mention error code 5664.
When contacting Selling Partner Support, please 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, then please also provide the Batch ID of the inventory file process report.
Amazon must approve your brand before you can use it to list products. Brands should be registered through Brand Registry , but if your brand is not eligible for Brand Registry, then you can obtain an exception by contacting Selling Partner Support and mentioning error code 5665.
When contacting Selling Partner Support, please 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, then please also provide the Batch ID of the inventory file process report.
What is considered as a brand in the Amazon store?
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 the 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 with the name of the brand that produced the product.
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 is 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 as 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, then you can enrol 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 (outlined), as well as permanently affixed to the product.
What is a non-branded product?
When a product is non-branded, it means that the product does not belong to any brand. In these cases, you must use the value Generic in the brand attribute to indicate that 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), then 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, please go to How to list products that do not have a Product ID. You must request for 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?
Sellers should use a brand’s name as their brand value when the product that 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 with 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, and 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, and 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.
This use of the brand attribute is incorrect. The brand attribute is random letters and numbers, and 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?
Sellers should use the brand value Generic when the product that they 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?
Please consult our General Bundle Policy for more information.
Which 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.
Which 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 with the product itself. For example, if a product was a non-branded USB charging cable that is compatible with AmazonBasics speakers, then the brand value should be Generic. To learn more about compatibility terms, please 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.
FAQ
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 enrol 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, then the ASINs should use that business’s name as the brand value.
How should sellers brand Certified Refurbished on Amazon ASINs?
Certified Refurbished on Amazon ASINs should still use the brand value of the original product. For example, if you are listing a Certified Refurbished on Amazon AmazonBasics Wireless Mouse, then 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 as permanently affixed branding as it can be added after production. If a product or packaging does not have any branding, then the brand value should be Generic.
Some products cannot be permanently affixed, like furniture or jewellery. 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 for UPC exemptions. For more information, please go to Requirements for product UPCs and GTINs.
I am unable to edit the ASIN brand name to correct a typo, capitalisation, 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, capitalisation, or legal abbreviation issue, then please navigate to our Contact Us page 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 as re-branding and will not be supported. To protect Customer trust and ensure catalogue 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, please go to What does BMVD mean?
