Amazon Brand Name Policy

What is considered a brand on Amazon?

Amazon's Brand Name Policy defines a brand as a name representing a product or group of products, with a common name, logo, or identifying mark. The brand attribute, used in ASIN creation or editing, should accurately reflect the brand's name rather than a product type or description. Misrepresenting existing brands, such as using variations or unrelated names, is prohibited by Amazon.

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?

For non-branded products that don't belong to any specific brand, use "Generic" as the value in the brand attribute. If a product lacks a product identifier, such as GTIN or UPC, you need to obtain approval from Amazon to list generic products in specific countries and product categories. To learn more about getting approval for listing products without an identifier, refer to the guide on "How to list products that do not have a Product ID." Remember, approval is required for each country and product category where you intend to list generic products without a product identifier.

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
	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.

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. 

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 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 contact us. 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.