Summary
Brand field now requires dropdown selection from pre-approved list, or manual entry only if brand is registered/pending trademark. "No brand" misuse on branded products triggers product freeze. New brands cannot be changed post-approval.
Why it matters
Sellers must now verify trademark status before manually adding brands, or risk listing freeze. The immutability of approved brand entries and strict enforcement against misusing "No brand" creates compliance burden and listing risk that did not exist in the prior guidance.
Recommended action
Audit all current and planned listings: verify brands match official website/packaging, confirm trademark registration for any custom-added brands, and ensure no unbranded products are marked "No brand" to prevent freeze enforcement.
To help you enter the correct brand in the correct format, we provide a dropdown list of brands from which you must choose the right option.
❗️If the brand name isn’t listed, you have the option to add it manually.
If your product is not branded (no logos, names, or other brand identifiers), you must select “No brand”.
Take note: Selecting "No brand" when listing a product that is clearly branded is strictly prohibited.
It may result in your product being frozen.
If you add a new brand, ensure it is a registered trademark or at least pending registration.
Also, it cannot be changed once it is approved.
Make sure you enter it accurately, as it helps customers find your product through search.
Selecting "No brand" when listing a product that is clearly branded is strictly prohibited. It may result in your product being frozen.
If you add a new brand, ensure it is a registered trademark or at least pending registration. Also, it cannot be changed once it is approved. Make sure you enter it accurately, as it helps customers find your product through search.
No content was removed in this update.
Affects: Seller, Listing