Brand Name Locked on Legacy ASINs – Brand Registry Owner Unable to Update

Hi everyone,

Hoping someone from the community — or an Amazon team member — can help or shed light on a recurring issue we’re facing.

We are the registered brand owner of McCall’s Candles (Brand ID: 5316837) and are currently working to correct outdated brand names on dozens of ASINs that were created before we had full control through Brand Registry.

🟨 Background:

Before we were enrolled in Brand Registry, we (and a few authorized 3P sellers) created listings under the name “MCCALL’S COUNTRY CANNING”, which was an earlier public-facing name tied to our products. At the time, Amazon allowed third-party sellers to contribute listings without verifying brand ownership, and unfortunately that has led to inconsistent brand attribution across our catalog.

Now that we are fully enrolled in Brand Registry under McCall’s Candles, we are trying to clean up these legacy listings and unify everything under the correct brand.

🟥 The Problem:

Some listings still show MCCALL’S COUNTRY CANNING as the brand name. Others have the brand field blank entirely. We’ve already:

Deleted and relisted the ASINs after waiting 24+ hours

Attempted flat file uploads with the correct Brand ID

Submitted multiple support cases through Brand Registry and Selling Partner Support

But Amazon continues to reject the updates, stating that this would be considered “rebranding”, even though the product, packaging, and manufacturer are exactly the same.

🟩 Why This Matters:

Customers are confused by inconsistent brand names across identical products

We’re unable to enroll these legacy ASINs in programs like Vine or fully control A+ Content

We are the actual brand owner, yet we’re locked out of managing our own catalog

This is not a rebrand. This is a catalog cleanup effort to reflect the brand that is legally registered, actively sold, and correctly represented everywhere else (including packaging and storefront).

🟦 Our Ask:

Has anyone dealt with this situation and found a path forward?

Did anyone get a catalog or brand specialist to manually correct the backend brand attribution?

We’d greatly appreciate any advice, escalation tips, or connections to teams who understand the nature of legacy ASIN ownership pre-Brand Registry.

Thank you in advance for your help!

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