Beyond Thursday, a dynamic lifestyle brand, faced a critical challenge in updating the brand name on their five top-selling Amazon listings from “ESLA” to “Beyond Thursday.” As the brand aimed to grow and strengthen its presence, the update was essential for maintaining consistency and protecting their identity. However, the process was more complex than anticipated due to a number of complications.
Beyond Thursday encountered several significant hurdles in their Amazon brand name update:
Amazon recently introduced more stringent requirements for updating brand names, making it harder to execute such changes smoothly.
he previous brand name “ESLA” was not registered on Amazon, and to complicate matters, another party had already claimed ownership of the name.
The UPC codes for the products were purchased from a third-party source instead of GS1, which further complicated the listing verification process.
Beyond Thursday could not fully share their brand’s history through Amazon Brand Registry, which added complexity to the verification process.
At Uplixa, we addressed these challenges with a precise, structured approach to ensure a seamless and successful brand name update:
We started by gathering strong evidence, including product images, UPC verification, and branding material, to establish Beyond Thursday’s ownership and build a compelling case for the brand name update request.
Despite another party claiming the ESLA brand name, we worked diligently to recover control by leveraging Amazon’s appeal processes and demonstrating clear ownership through trademark and product history.
We ensured that Beyond Thursday’s UPC codes complied with Amazon’s requirements, navigating the verification process even though they were originally purchased from a third party.
Throughout the entire process, we made sure that no sales, reviews, or listing statistics were lost or impacted, preserving the integrity and performance of Beyond Thursday’s listings.
Beyond Thursday successfully updated their brand name across all five listings without any loss of sales, reviews, or ranking metrics.
The brand name update not only aligned their listings with the current brand identity but also safeguarded the brand’s future on Amazon, preventing unauthorized use of the old name.
Despite the complexities, Beyond Thursday maintained complete control over their listings, ensuring no disruption to product visibility or customer trust.
With ownership of the brand firmly established, Beyond Thursday secured long-term protection for their brand on Amazon.
Through our expertise and proven strategies, Uplixa was able to navigate the complexities of Amazon’s brand name update process, ensuring that Beyond Thursday’s listings were updated smoothly and efficiently. Beyond Thursday retained their product visibility, sales, and customer trust while strengthening their brand’s protection on the platform. This success story demonstrates our capability to handle complex brand transitions, paving the way for future growth and security.
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