Amazon's catalogue is a mess, and it's 𝘱𝘢𝘳𝘵𝘭𝘺 intentional.

Early on, they encouraged every man and his dog to sell on the platform.

This increased 𝘀𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻, encouraged 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻 and drove down 𝗽𝗿𝗶𝗰𝗲.

It's fair to say those objectives have now been met.

But we're left with the effects of letting resellers run rampant.

Literally millions of 'rogue' product listings.

Duplicates, random bundles, random pack sizes etc.

𝗧𝗵𝗲 𝘁𝗼𝗼𝗹𝘀 𝗽𝗿𝗼𝘃𝗶𝗱𝗲𝗱 𝘁𝗼 𝗯𝗿𝗮𝗻𝗱𝘀 𝘁𝗼 𝗰𝗹𝗲𝗮𝗻 𝘂𝗽 𝘁𝗵𝗶𝘀 𝗺𝗲𝘀𝘀 𝗮𝗿𝗲 𝗮𝗹𝗺𝗼𝘀𝘁 𝗻𝗼𝗻-𝗲𝘅𝗶𝘀𝘁𝗲𝗻𝘁.

𝗔𝗻𝗱 𝗮𝗿𝗲 𝗶𝗻 𝗯𝗿𝗲𝗮𝗰𝗵 𝗼𝗳 𝗔𝗺𝗮𝘇𝗼𝗻'𝘀 𝗽𝗼𝗹𝗶𝗰𝘆 𝘁𝗼 𝗵𝗮𝘃𝗲 𝗷𝘂𝘀𝘁 𝙤𝙣𝙚 𝙡𝙞𝙨𝙩𝙞𝙣𝙜 𝙛𝙤𝙧 𝙚𝙫𝙚𝙧𝙮 𝙥𝙧𝙤𝙙𝙪𝙘𝙩.

Each year it gets harder to make even basic changes to your official listings, let alone take control of unofficial ones.

Amazon needs to do better.

And before you mention 'Brand Registry', this is triggering for me, so please choose your words carefully.

How should Amazon help brand owners clean things up?