Rebranding can feel like a daunting process—especially on a complex platform like Amazon. Whether you’re evolving your brand identity, correcting a trademark issue, or targeting a new market segment, changing your Amazon brand name might sound like a nightmare waiting to happen.
But here’s the good news: it doesn’t have to be.
With the right planning and steps, updating your brand name on Amazon can be smooth, strategic, and even beneficial for your long-term growth. Let’s explore why changing your Amazon brand name isn’t as scary as it seems—and how to do it the right way in 2025.
Why Sellers Change Their Brand Name
Rebranding on Amazon isn’t uncommon. Here are a few common reasons sellers choose to do it:
- You’re expanding your product line and need a name that reflects more than one category.
- You’ve secured a new trademark that better represents your brand identity.
- You’re aligning with global branding strategies or launching internationally.
- You’ve outgrown your original name and want something more professional or memorable.
- You’re avoiding legal issues with a name that was never trademarked.
Regardless of the reason, the process is manageable with a step-by-step approach.
Step 1: Register Your New Brand Name
Before making any changes on Amazon, make sure your new brand name is officially trademarked. You can do this via:
- USPTO (United States Patent and Trademark Office) for U.S. brands
- Amazon IP Accelerator for faster processing with vetted law firms
Why this matters: Amazon will only recognize brand names that are part of the Brand Registry, which requires a registered or pending trademark.
Step 2: Enroll Your New Brand in Amazon Brand Registry
Once your new trademark is registered or in process, submit it to Amazon Brand Registry. This is essential to gain control over your listings and prevent unauthorized changes.
What you’ll need:
- Government-registered trademark number
- Your new brand name exactly as it appears in the trademark
- A list of product categories where your brand operates
Pro Tip: If you used IP Accelerator, you can access Brand Registry before your trademark is fully approved.
Step 3: Request a Brand Name Change on Existing Listings
This is where sellers often panic—but Amazon allows you to change the brand name on existing ASINs if the new brand is properly registered.
How to do it:
- Open a case with Amazon Seller Support
- Provide your new Brand Registry approval
- Submit clear photos of your product and packaging showing the new brand name
- Explain that this is a legitimate rebrand, not a hijack attempt
Amazon may take a few days to process the change, but if everything aligns, they’ll update your listings.
Step 4: Update A+ Content and Storefront
Your branding doesn’t end at the product title. After your brand name is updated:
- Refresh your A+ Content to reflect new branding and messaging
- Update your Amazon Storefront with a new logo, brand story, and visuals
- Change images and infographics to include the new brand name
This ensures a consistent experience for customers and helps build trust.
Step 5: Inform Your Audience (and Use the Opportunity to Rebuild Trust)
A brand name change is a great opportunity to:
- Tell your story through your Storefront and packaging
- Share updates via Amazon posts, email lists, or social media
- Reassure customers that your quality and mission remain unchanged
When done right, rebranding can actually strengthen customer loyalty.
What to Avoid When Changing Your Amazon Brand Name
- Don’t launch new listings with the new brand while old ones still exist under the old brand. This confuses customers and hurts SEO.
- Don’t skip Brand Registry. Without it, you won’t be able to make the change.
- Don’t try to “sneak” a name change past Amazon. It will likely result in listing suppression or delays.
Final Thoughts
Changing your Amazon brand name might seem risky, but in 2025, Amazon has made the process more structured and brand-friendly than ever. With the right trademarks, a solid strategy, and consistent communication, you can rebrand smoothly—without losing traction or customer trust.
Thinking about rebranding your Amazon store? Our expert team can help you transition seamlessly—while protecting your listings, rankings, and reputation.
