I’ve seen this mentioned a few times. We are brand registered but wonder about the benefits of a seller changing their shop name. As far as I understand the item would still be Sold by [our_brand] but we could change the shop name to something more specific to the product we sell if wanted? Are their disavantages of doing it?
Well, you can change your Amazon storefront name anytime. It will not impact your brand name.
The change doesn’t require any identity or business verification. It takes place instantly.
Thanks kika. Theoretical question, how could I change my brand? I’m guessing its very difficult!
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Your brand? No, you can’t change the brand name on your existing listings, but you can get a new trademark and then join the Amazon Brand Registry under it and create products.
Presumably then creating new asins (and losing existing reviews etc)?
Changing your Amazon shop name (display name) can help align your branding with a specific product line or niche, which may improve customer trust and recognition, especially if your store name reflects what you’re selling. However, the “Sold by” field will show the shop name, not your brand name, so if your brand and shop name differ, it could cause confusion unless clearly explained on your storefront or listings. One disadvantage is that if your current shop name already has positive feedback or recognition, changing it might disrupt continuity for returning customers. Also, too frequent name changes can raise red flags with Amazon or create inconsistency across invoices, listings, and marketing materials. So it’s best done deliberately and only if the new name supports your long-term brand or niche positioning.
Hi. You don’t lose anything, just create new listings and all of your prior listings will stay.
You can operate multiple Amazon brands at the same time.
To be honest, no one is looking at your storefront name. Most customers believe they are ordering from Amazon.
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You are not going to lose any reviews. All of your existing ASINs will remain active. You will just have additional, new listings alongside them.
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sorry yes I understand that. what I meant is the new brand’s listings (being that theye new) will obviously have no reviews, so effectively it’s starting from scratch (with the new brand).
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You can get lots of reviews from Amazon Vine.