How to Change Your Brand Name on Amazon in 2025
Changing your brand name on Amazon used to be a simple process, but Amazon has now locked the brand name attribute, making it more complicated. However, you can still update your brand name using a flat file, and in some cases, you may need to contact Amazon support. This guide will walk you through the step-by-step process to successfully change your brand name on Amazon.
Retired Tactics: What Used to Work
Previously, you were allowed to change your brand name by following these steps:
- Go to Inventory Management in Seller Central.
- Click Edit on the listing you want to update.
- Change the Brand Name field.
- Save the changes, and your brand name would update within a few hours.
Unfortunately, Amazon has locked this attribute, so this method no longer works. But you can give it a try as in some cases it may work. Otherwise, you can use the Flat File Method.
Fresh Approach: Updating Brand Name with a Flat File
Amazon now requires sellers to update the brand name using a flat file. Follow these steps carefully:
Step 1: Download the Category listing report.
- Log in to Seller Central.
- Go to Reports > Inventory Reports.
Now, Select Category Listing Report from the dropdown. Then, click on Request Report and then Download.
Step 2: Fill Out the Flat File Correctly
- Enter the ASIN instead of UPC/EIN.
- Go to the Update/Delete column and select “Update” (not Partial-Update).
- In the Brand Name column, enter/select the new brand name.
- Fill in the required details, ensuring there are no blank mandatory fields.
- Save the file in Excel or TSV format.
Step 3: Upload the File
- Go to Catalog > Add Products via Upload.
- Click on Upload Your Spreadsheet.
- Select your saved file and submit it.
- Wait for Amazon to process the update.
If the change does not reflect within 24 hours, proceed to the next step.
Troubleshooting: If the Flat File Does Not Work
If the brand name does not change through Flat file, try the following methods:
1. Delete and Re-upload the Listing
- Delete the listing from your inventory (do not close the listing, DELETE it).
- Wait 24 to 48 hours for Amazon’s system to reset.
- Re-upload the flat file with the updated brand name.
2. Contact Amazon Support (Brand Registry Method)
If the issue persists, reach out to Amazon Seller Support through the Brand Registry:
- Go to Brand Registry Support.
- Select Technical Issue.
- Describe the issue and provide proof of the updated brand name (trademark certificate, manufacturer invoices, or official documents).
- Submit a support case and wait for Amazon’s response.
Final Thoughts
Changing your brand name on Amazon now requires more effort than before, but using the flat file method with ASINs and selecting “Update” should work in most cases. If the brand name does not update, try, contacting Amazon Brand Registry support with proper evidence.
By following these steps, you can successfully update your brand name and keep your Amazon store consistent with your branding strategy!
