Six months ago, our trademark application was rejected. I contacted Amazon Seller Support, explained the situation, and asked about the process to migrate my brand name. They assured me that taking care of brands is Amazon's top priority. They also mentioned that since I might have old inventory to sell, I could continue using the same brand name. Once I decided to migrate, they asked me to inform them, and Amazon would request a few details to help with the migration process.

On January 1st, I reached out to Amazon again to proceed with the brand migration. However, they denied my request, stating it could confuse buyers and couldn't be done. Below is Amazon's response to my earlier communication with their Seller Support team:

Amazon Response:

Hello from Amazon Selling Partner Support,

My name is Axxx and I'll be more than happy to assist you today.

From our telephonic conversation I understand that you had questions regarding Procedures for Brand Name Update/Change.

With regards to you concern, I had already assisted you on the same over the phone call. If you are not the brand owner, then you will need to provide proof supporting the suggested changes to the product detail page.

Acceptable proofs for attribute update requests are:

- Manufacturer's or Publisher's (for books) website link clearly showing the suggested changes, along with visible product identifier (UPC, EAN, ISBN, etc.), if available.

- High-resolution product pictures, clearly showing the suggested changes, along with a visible product identifier (UPC, EAN, ISBN, etc.).

- A high-resolution photo of the item in its original packaging showing the product identifier (UPC, EAN, ISBN, etc.) code and the attribute or attributes that you need to change.

Note: Manufacturer's or publisher's (for books) website URL is the only acceptable proof for product image update requests.

If your product is a GTIN exemption product, then please provide either images or a manufacturer's website URL which shows the model/part number, etc.

Now, I have a few questions I need clarity on:

1. Would Amazon allow the same product with the same name and label under different brand names? Wouldn't that confuse users?

2. Does Amazon really care about its sellers?

3. If Amazon Seller Support said brand migration was possible on 28/06/2024, why are they denying it now? Shouldn’t they have provided the same information back then?

Case id: ID 9931294692