๐ฌ๐ฒ๐๐๐ฒ๐ฟ๐ฑ๐ฎ๐ ๐ ๐ฝ๐ผ๐๐๐ฒ๐ฑ ๐ฎ๐ฏ๐ผ๐๐ ๐๐บ๐ฎ๐๐ผ๐ป ๐ผ๐๐ฒ๐ฟ๐ฟ๐ถ๐ฑ๐ถ๐ป๐ด
By James Wakefield ๐ก ยท May 30, 2026 ยท Curated by George's Blog
๐ฌ๐ฒ๐๐๐ฒ๐ฟ๐ฑ๐ฎ๐ ๐ ๐ฝ๐ผ๐๐๐ฒ๐ฑ ๐ฎ๐ฏ๐ผ๐๐ ๐๐บ๐ฎ๐๐ผ๐ป ๐ผ๐๐ฒ๐ฟ๐ฟ๐ถ๐ฑ๐ถ๐ป๐ด ๐๐ผ๐๐ฟ ๐ฐ๐ผ๐ป๐๐ฒ๐ป๐ ๐๐ถ๐๐ต๐ผ๐๐ ๐ป๐ผ๐๐ถ๐ฐ๐ฒ.
Today, Amazon announced a partial fix.
From 1 June, sellers in the US store need an official reseller role to create ASINs for brands enrolled in Brand Registry. No role, no new listing.
That means no more rogue sellers creating duplicate ASINs, unauthorised bundles or holdout variations for your brand.
Good news. But understand what it covers and what it does not.
๐ช๐ต๐ฎ๐ ๐ถ๐ ๐ณ๐ถ๐ ๐ฒ๐: new ASIN creation by unauthorised sellers is blocked. Brands control who gets a reseller role through Brand Registry.
๐ช๐ต๐ฎ๐ ๐ถ๐ ๐ฑ๐ผ๐ฒ๐ ๐ป๐ผ๐ ๐ณ๐ถ๐ :
Existing rogue ASINs stay live. Every duplicate, every unauthorised variation already in the catalogue is untouched. That cleanup still happens the hard way: tickets, escalations and Brand Registry disputes.
Content contributions on existing listings are unchanged. A seller with an offer on your ASIN can still submit content that overrides yours. No notification. No approval. The problem I described last week still applies.
US only. UK and EU brands have no equivalent protection yet.
Amazon's own wording calls brand owners "the primary source of authoritative information." That is the right principle.
๐ก๐ผ๐ ๐๐ต๐ฒ๐ ๐ป๐ฒ๐ฒ๐ฑ ๐๐ผ ๐ฎ๐ฝ๐ฝ๐น๐ ๐ถ๐ ๐๐ผ ๐๐ต๐ฒ ๐ฐ๐ผ๐ป๐๐ฟ๐ถ๐ฏ๐๐๐ถ๐ผ๐ป ๐๐๐๐๐ฒ๐บ ๐๐ผ๐ผ.