brand identifier Fix “Brand name doesn't match registered brand” on Amazon
The brand value in the feed doesn't match what's registered for the ASIN in Amazon Brand Registry. For brand-registered ASINs, only the brand owner can edit canonical brand data — other sellers must match.
What you see in Amazon:
Brand name doesn't match registered brand Brand-registered ASINs lock canonical brand to the registered string. Reseller catalogs declaring different brand strings get rejected.
Match exactly: case, punctuation, spacing all matter. 'Acme' and 'Acme Goods' are different strings.
Top causes
- 1
Reseller using their own brand name for a manufacturer-registered ASIN
- 2
Brand name spelled or formatted differently than the registered version
- 3
Listing pre-dates Brand Registry registration; brand owner has now claimed the canonical name
How to fix it
- 1
Identify the canonical brand
Open the ASIN in Amazon's frontend. The brand shown there is the registered canonical.
- 2
Match exactly
Case, punctuation, and spacing all matter. 'Acme' and 'ACME' and 'Acme Goods' are different brand strings.
- 3
Update through Seller Central
Edit the listing and submit the matching brand value.
Related issues
Restricted brand
Amazon gates many brands behind explicit authorisation. Without approval from the brand owner (or proof of authentic sourcing), you can't list products under that brand.
Read moreBrand mismatch
Meta detected a brand in the feed that doesn't match what the landing page shows. Common when reseller catalogs use the store name instead of the manufacturer brand, or when feed-generation pulls the wrong field.
Read moreRelated fields
FAQ
Can I change the canonical brand?
Only brand owners can. As a reseller, you must match — not change.
Last reviewed: 26 May 2026
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