Amazon Tightens ASIN Creation Rules, Making Brand Authorization Essential
Amazon has updated its ASIN creation policy, requiring all sellers creating branded products to hold an official role assigned through the Brand Registry. The move targets unauthorized reselling and marketplace disorder while improving listing quality.
What are the key facts?
- 1Effective June 1
- 2Brand authorization required
- 3Unauthorized sellers restricted from creating ASINs
What happened?
Starting June 1, Amazon requires US marketplace sellers to obtain authorization through Brand Registry before creating ASINs for branded products. Sellers without the “Brand Representative” or “Reseller” role will be unable to create new ASINs. The policy is intended to protect brand rights, prevent unauthorized reselling, and maintain listing quality on the platform. Amazon’s stricter measures indicate its focus on brand protection and product quality.
What does this mean for cross-border sellers?
Distributors and small sellers should contact brand owners promptly to obtain formal authorization; otherwise, they may be unable to list new products. Highest-priority action: contact brand owners this week and secure the required authorization documents.