Amazon Tightens ASIN Creation Permissions, Making Brand Authorization Essential
Amazon is further tightening its ASIN creation policy, requiring all Vendors to obtain authorization through Brand Registry before creating new ASINs. The move is intended to combat unauthorized offers and improve listing quality.
What are the key facts?
- 1Effective date: June 1, 2026
- 2Core requirement: Vendors must obtain authorization through Brand Registry
- 3Restricted parties: Third-party sellers and suppliers without brand authorization
What happened?
Amazon recently updated its ASIN creation policy, with the changes scheduled to take effect on June 1, 2026. Under the new rules, all Vendors must obtain official authorization through the Brand Registry process before creating new ASINs.\n\nThe policy will restrict third-party sellers and suppliers without brand authorization, ensure that newly created listings accurately reflect product information, and effectively combat unauthorized offers in the market. This means brand authorization will become particularly important for future sales.
What does this mean for cross-border sellers?
Brand owners should review their authorization structure promptly and ensure distributors have the correct selling roles. Non-brand sellers should use existing listings or seek formal authorization from the brand. Contact the brand owner immediately to secure the authorization required to sell the products.