Has anyone figured out how to get Amazon to change a brand name after receiving brand registry approval?
Yes, but it’s one of those things that’s possible in theory and painful in practice, because Brand Registry approval alone does not automatically let you change a brand name on an existing ASIN.
Amazon treats brand as a core identity attribute, so once an ASIN is live, Seller Support usually can’t edit it unless you go through a formal brand correction process. The usual path is opening a case under Brand Registry support, not regular Seller Support, selecting brand name correction, and submitting very clear evidence such as product packaging photos showing the brand, trademark details, and confirmation that you are the brand owner.
Even then, outcomes are inconsistent and slow, and many sellers only succeed if the ASIN has minimal sales history or no reviews. In practice, a lot of sellers decide it’s faster and safer to create a new ASIN under the correct brand once Brand Registry is active, rather than fighting weeks or months to get an existing ASIN corrected.