Amazon ASIN Creation Policy Major Update
On June 1, Amazon updated its ASIN creation policy requiring third-party sellers to obtain official authorization from brand owners when creating new product pages. This move aims to further protect brand rights but also raises operational barriers for non-brand sellers.
What are the key facts?
- 1Policy change: Third-party sellers need brand authorization to create new ASINs
- 2Effective date: June 1, 2026
- 3Core requirement: Obtain brand owner's validated dealer role
What happened?
On June 1, Amazon implemented a new ASIN creation policy requiring all third-party sellers to obtain official authorization from brand owners when creating new product listings. The implementation of this policy signifies Amazon's further enforcement of brand registration controls, and non-brand sellers will not be able to create new listings without authorization. Sellers should take measures promptly to ensure compliance with the new regulations to avoid impacts on product listings and sales.
What does this mean for cross-border sellers?
Non-brand sellers must quickly obtain brand authorization or adjust their product strategies, or they will face the risk of being unable to create new listings. Highest priority action: contact brand owners this week to obtain the necessary authorization documents.