Amazon's new policy is controversial! Brands cannot upload products without registration

During the peak season, sellers are busy preparing goods and processing orders, but Amazon is busy making trouble.

1

Amazon launches brand name policy

The FBA ban last week has not been resolved yet, and Amazon has updated a brand name policy that has caused many sellers to panic.

Notice translation:

Customers make wise purchasing decisions based on detailed page information such as brand names, and accurate brand information will help customers find and evaluate products when shopping.

Therefore, the brand attribute on the listing should be consistent with the brand name of the product. If the listing does not belong to any brand, the brand attribute should be filled in as "N/A".

For example, an AmazonBasics product should always display “by AmazonBasics” on the product detail page.

If a merchant attempts to create a listing that does not comply with this policy, the system will require them to fix the brand attributes before listing.

In our words, the brand name policy requires sellers to provide a correct and valid brand name in the brand name column, and unbranded products must fill in "N/A" in the "Brand Name" column.

2

Consequences for sellers not complying with the policy

When it comes to the brand name column, I believe no seller will leave it blank. After all, branded operations have always been advocated by Amazon.

But the situation is like this for many sellers. Although they have a brand name, they do not register the trademark or file it because the filing requirements are not low and the steps are a bit cumbersome.

What is embarrassing now is that Amazon’s current brand name policy not only requires sellers to fill in the brand name according to regulations, but also requires that the brand name filled in must be registered.

If the brand name you fill in has not been registered, an error message will be displayed and the product cannot be uploaded.

Some sellers have reported errors when filling in the brand name. The error message is as follows:

“You must first register your brand with Amazon before you can list an ASIN using this brand name.

Please ensure you comply with our brand name policy

https://sellercentral.amazon.com/gp/help/G36901.

If the brand is a registered trademark, please

Register at https://brandservices.amazon.com/eligibility.

If it is not a registered trademark and you believe you are complying with our branding policy, please contact Seller Support and mention error code 5665.”

Some sellers may say that their brand has not been registered, so they can just fill in “N/A” according to Amazon’s requirements.

I found a page that shows up on the front page after filling in the no-brand option.

You can see that products filled in with "N/A" will be displayed as "by Unbranded" under the front-end title, which means "unbranded product".

In short, once you fill in N/A, you are telling consumers that your product is a three-no product. Who would dare to buy it then?

3

Loopholes in the Brand Name Policy

In addition, careful sellers have also discovered the shameful aspects of Amazon’s policy.

Amazon has always emphasized that the purpose of brand registration is to prevent counterfeit products that impersonate well-known brands, but the fact is that Amazon cannot recognize the brand registered even if it is different from the real brand of the product.

To summarize, after the new brand policy is updated, if you have not completed brand registration, you will not be able to upload products using any brand name. You can only fill in "N/A", which means no brand product.

Only sellers who have passed the record can upload new products . (However, we have tested that if there is a TM mark and it has passed the GTIN exemption, it can also be uploaded).

This change allows Amazon to take another step towards adhering to the brand route. It will become increasingly difficult for non-brand sellers, such as many bulk sellers.

If you plan to register a brand, you can register and complete the Amazon brand registration as soon as possible to avoid affecting the listing of your product.

Sellers who do not plan to register a brand should not fill in the unregistered brand name in the brand attributes of the listing. Just fill in "N/A" as required by Amazon.