Amazon Tightens ASIN Creation Permissions, Making Brand Authorization Critical
As of June 1, Amazon has further restricted ASIN creation permissions. For all brands enrolled in Amazon Brand Registry, suppliers must receive formal authorization as a “Reseller” or “Brand Representative” or they will be unable to create new ASINs.
What are the key facts?
- 1Effective date: June 1, 2026
- 2New rule: Suppliers must obtain an authorized role through Brand Registry
- 3Scope: All brands enrolled in Brand Registry
What happened?
The update is intended to combat unauthorized product listings. While the policy was previously enforced more loosely, suppliers must now have an explicitly authorized selling role in the brand’s backend before creating products.
What does this mean for cross-border sellers?
Distributors and third-party sellers should immediately verify their brand authorization status. Without a compliant selling role, you may be unable to list new products.