Amazon Tightens ASIN Creation Rules for Suppliers
Starting in June, Amazon has implemented stricter ASIN creation policies requiring suppliers to obtain an authorized role through brand registration to create new ASINs. This move aims to combat unauthorized resale and improve the accuracy of listing information.
What are the key facts?
- 1Effective date: June 1, 2026
- 2Core requirement: Suppliers must hold a resale role assigned by Brand Registry
- 3Targeted parties: Unauthorized third-party sellers and suppliers
What happened?
Amazon has clarified the position of brand owners as the authoritative source for product information. Sellers who do not hold the 'resale role' assigned by the brand will be unable to create new listings for registered brands.
What does this mean for cross-border sellers?
Unauthorized resellers need to communicate with brands to obtain authorization quickly, or risk being unable to list new products.