As of June 1, 2026, Amazon has changed how branded ASINs can be created. If you sell any product tied to a brand that's enrolled in Amazon Brand Registry, the rules for creating listings just got significantly tighter, and if you're not in compliance, you'll find out about it the hard way.
Here's what changed and what you need to do about it.
What the New Policy Actually Says
Under the previous rules, restrictions on ASIN creation for Brand Registry-enrolled products applied broadly but were inconsistently enforced. The scope was also somewhat ambiguous for vendors, a category of seller that had existed somewhat separately from the standard seller framework.
The June 2026 update closes that gap. Vendors in the US store who want to create new ASINs for any brand enrolled in Brand Registry now need a formally assigned reseller role through that brand's Brand Registry account. Without one, creating a new ASIN for the brand is blocked entirely. You'll receive an error message directing you to request access from the brand, which is a more polite version of "no."
This applies to everyone: external distributors, authorized resellers, manufacturers, and any third party with a selling relationship with the brand. The reseller role is now the gate, and brands control who gets one.
How the Reseller Role Works
When a brand enrolls in Brand Registry, they can designate authorized partners by assigning selling roles from their Brand Registry administrator account. There are two types: a Brand Representative role for the brand's own internal accounts, and a Reseller role for external distributors or partners who have a formal selling agreement with the brand.
The Reseller role can be manually assigned by a brand Administrator to any distributor, manufacturer, or partner who has a selling agreement and an Amazon selling account. It's a deliberate act by the brand, which means if you haven't been through that process with a brand you sell, you don't have the role, and you now can't create ASINs for them.
For brands, this is genuinely good news: it's a meaningful tool for controlling who can create listings under your brand name, which has been a persistent problem on the platform. For sellers without that formal relationship locked in, it's a compliance issue that needs attention now.
What Happens If You're Not Compliant
Sellers who receive a deactivation notice tied to this policy have a clear but demanding documentation path. To keep or reinstate affected listings, you'll generally need either a Letter of Authorization from the brand directly, or invoices sourced from the brand or an authorized distributor. Both serve as proof that you're operating within a sanctioned supply chain.
Without that documentation, you're looking at listing removal. If you have FBA inventory on affected ASINs, you may need to arrange removal orders to avoid disposal fees. Neither outcome is something you want to be scrambling to handle after the fact.
What to Do Right Now
The checklist here is straightforward, even if the work involved isn't. Start with an audit of your catalog: identify any branded ASINs you or a previous seller created without explicit brand authorization. Check whether those brands are enrolled in Amazon Brand Registry. If they are and you don't have a formally assigned reseller role, you have an exposure.
For brands you have a legitimate relationship with, reach out to their Amazon administrator and request a formal reseller role assignment through Brand Registry. Pull your authorization documents and distributor invoices at the same time; you may need them regardless. For brands you can't get authorization from, it's better to proactively remove at-risk listings than to wait for enforcement to trigger account health consequences.
This policy is effective today. If you haven't audited your catalog yet, that's where to start. Our Amazon team helps brands and sellers navigate exactly this kind of compliance work, and we're happy to take a look at your specific situation. Schedule a call with us and we'll walk through your catalog together.