Amazon Tightens ASIN Creation Permissions, Making Brand Authorization Critical
Amazon updated its ASIN creation policy on June 1, requiring all sellers, including Vendors, to obtain formal authorization through the Brand Registry system before creating branded ASINs. The move targets unauthorized listing creation.
What are the key facts?
- 1Effective date: June 1, 2026
- 2Key requirement: Vendors and third-party sellers must have brand authorization to create ASINs
- 3Enforcement mechanism: Roles assigned through Brand Registry
What happened?
Amazon updated its ASIN creation policy, requiring US sellers creating ASINs for brands enrolled in Brand Registry to hold a “Reseller” or “Brand Representative” role assigned by the brand. The policy was previously not strictly enforced, but the update explicitly brings Vendors within the restriction. Unauthorized sellers will be unable to create new ASINs.
What does this mean for cross-border sellers?
Distributor sellers should contact brand owners promptly to obtain authorization; otherwise, they may be unable to list new products.