New brand names are stronger and help to grow and identify your business. It’s common for sellers to want to change brand names for reasons such as a brand trademark, refresh, or because of a business goal. An Amazon brand name change, when done right, offers a brand image and business identity refresh and keeps your products for sale on Amazon.
This guide includes all the practices, steps, and precautions to effectively change your brand name on Amazon and keep your reviews, rankings, and listings.
Why Amazon Sellers Change Their Brand Name?
Reasons for a brand name change usually stem from the growth of the business. It is normal for a brand to change name if a business has a better vision, has a better product, or has better and more effective positioning.
A brand name change usually happens for:
- Better Identity for the Brand
- Better and More Effective Positioning
- Better and More Effective Brand Recognition
- Resolving trademark or legal conflicts
- Changes from Outdated Brands
- Multiple Lines from One Brand
- Brand Name Changes for Business Growth
What Can Go Wrong During a Brand Name Change?
Proper ways to Change Your Amazon Brand Name Without Losing Your Listings, Reviews, or Rankings
Changing your Amazon brand name protects the trust of your customers and the sales you have generated because it is much more than a name change on an Amazon listing. When done properly, there will be no negative impact on your Amazon listings or reviews.
1. Change what is necessary for the Current Product Listings
You need to edit the existing Product Listings since creating New Listings will cause the Amazon Product Listings’ ranks and visibility to shift. Each Product Listing has a history of sales and customer engagement. New Product Listings will cause you to lose that history.
2. Leave ASINs Alone
ASINs are assigned to every specific item for sale. All listings and their associated sales and reviews will share that ASIN. Your Product Listing’s ASIN is unchangeable. The ASIN of your Product Listing must stay the same.
3. Update the Brand Name Through Amazon Support
You can change the brand name attached to your ASIN by contacting Amazon Seller Support or Amazon Brand Registry. Otherwise, you will endanger your Product Listings and associated reviews.
4. Be Ready to Give More Evidence
Amazon will consider other factors when determining the approval of your request, so be ready to give the following:
- Your brand’s Trademark certificate
- Your Ownership documents
- Invoices from your Manufacturer/supplier
- Packaged products
5. Revamp Entire Branding Post Approval
Once Amazon grants permission for the adjustment of brand name, the following must be changed to reflect the new brand name in:
- Branding Images
- Branding Logos
- A+ Content
- Amazon Brand Store
- Product Packaging
- Branding Videos
Best Practices to Keep Your Listings, Reviews, and Rankings Safe
To ensure the integrity of your Amazon performance is safeguarded after a name change to your brand listing, you must:
- Keep the ASIN.
- Use the official Amazon brand update request.
- Keep all product information the same.
- No duplicate product listings.
- Keep product title and the selected keywords and category.
- Ensure reviews are kept.
- Post-update review and rank verification will be the norm.
- All brand identity assets must be revised.
Common Mistakes That Put Listings, Reviews, and Rankings at Risk
This chart shows the most frequent errors changing an Amazon Brand name, consequences on listings, reviews and rankings, and performance impact. It is an aid to prevent mistakes of high costs to performance and reviews.
Monitor Performance After the Brand Transition
Account monitoring should not cease following an update.
Keep an eye on the following metrics:
- Keyword rankings.
- Targeted sales.
- Conversion metrics.
- Click through metrics.
- Customer reviews.
- Overall listing health.
- Buy Box status.
- Advertising performance.
Final Thoughts
Changing an Amazon brand name is more than just changing the name, it is altering a business plan and strategy. If performed correctly, a brand identity change can’t touch product listings, reviews, and search ranking. Having everything ready to go is the most important thing. The trademark, packaging, content for Brand Registry, and Customer-facing assets should all be aligned to avoid changes to the authority of the products. A successful brand transition means customer trust is kept and serving your business on Amazon is highly prioritized. The work to change a brand name doesn’t compare to the chance to enhance your standing in a market.
