Amazon Tightens ASIN Creation Rules, Brand Authorization Becomes Key
Amazon updates its ASIN creation policy, requiring all sellers to hold an official role assigned by the Brand Registry when creating brand goods. This move aims to combat unauthorized reselling and improve listing quality.
What are the key facts?
- 1Effective June 1
- 2Mandatory brand authorization
- 3Restricts unauthorized sellers from creating ASINs
What happened?
Starting June 1, Amazon requires U.S. sellers to obtain authorization from the Brand Registry before creating ASINs for branded products. Sellers without the role of 'Brand Representative' or 'Distributor' will be unable to create new ASINs. This policy is crucial for protecting brand rights and preventing unauthorized selling, ensuring high standards for listings on the platform. Amazon's strict measures in this regard demonstrate their commitment to brand protection and product quality.
What does this mean for cross-border sellers?
Distributors and small sellers must communicate with brand owners to obtain formal authorization quickly, or they risk being unable to list new products. In this tightening policy environment, timely adjustments to operational strategies are essential. Prioritize contacting brand owners this week to ensure you have the necessary authorization documents.