Amazon Tightens ASIN Creation Policy; Brand Authorization Becomes Crucial
Amazon has further tightened ASIN creation policies, requiring third-party sellers to obtain formal authorization from brand owners before creating new ASINs. This move aims to enhance brand protection but also raises operational barriers for non-brand sellers.
What are the key facts?
- 1Policy change: Independent sellers need brand authorization to create new ASINs
- 2Core requirement: Must obtain resale role in Brand Registry
- 3Impact: Restricts third-party sellers' ability to create listings freely
What happened?
Amazon has recently updated its ASIN creation policies. According to the new rules, if third-party sellers wish to create a new ASIN for a registered brand's product, they must first obtain the 'resale role' assigned by the brand owner through Amazon's Brand Registry system. This change clarifies the gray area in brand authorization, strengthening the brand's control over listings.
What does this mean for cross-border sellers?
Non-brand sellers must quickly obtain formal authorization from brand owners; otherwise, they will not be able to create new product listings. It's advised to communicate with suppliers regarding authorization matters in advance.