Amazon Tightens ASIN Creation Rules: Brand Authorization Becomes Essential
From June 1, Amazon will fully upgrade its ASIN creation policy, requiring all third-party sellers and vendors to obtain formal authorization from brand owners through the “Reseller” role before creating new ASINs. The measure aims to combat unauthorized listing hijacking and improve product information accuracy.
What are the key facts?
- 1Effective date: June 1, 2026
- 2New requirement: Vendors must obtain authorization through Brand Registry
- 3Scope: Creation of brand ASINs within Brand Registry
What happened?
Amazon has updated the Amazon Services Business Solutions Agreement, specifying that creation of brand ASINs within Brand Registry must be carried out by a brand owner assigning the “Reseller” role. Unauthorized sellers will be unable to create new product detail pages. The policy is intended to optimize the customer shopping experience by strengthening brand control. This change means sellers must ensure that they follow the new lawful authorization process when listing products in the future; otherwise, they may face the risk of being unable to launch new products. The policy will take effect on June 1, 2026.
What does this mean for cross-border sellers?
Non-brand sellers need to contact brand owners promptly to obtain the required authorization and avoid the risk of unauthorized products being removed. Highest-priority action: coordinate with brand owners this week to secure the authorization required for ASIN creation.