I've watched rogue resellers trash brand pricing and flood listings with counter
By Brandon Fishman · May 29, 2026 · Curated by George's Blog
I've watched rogue resellers trash brand pricing and flood listings with counterfeit product for years. Amazon just shut the door on them.
Starting June 1, selling partners now need an official reseller role assigned by your brand to create ASINs on your products.
No reseller role means they can't create ASINs on your brand at all. If they try, they get error code 5467.
Unauthorized resellers tank the price and wreck the same listing they're trying to sell on. Cleaning them out is good for 1P and 3P alike.
Existing ASINs aren't touched. Amazon won't mediate between you and a seller requesting a role. And only registered brand administrators can grant them.
If your Brand Registry admin access lapsed or was never set up correctly, this policy doesn't protect you.
Audit your Brand Registry admin access today. Assign reseller roles only to partners you've actually authorized.
Amazon gave you the weapon. Don't be the brand that wasn't ready to use it.