Amazon Seller News: Major Changes to ASIN Creation Policy
Breaking news for Amazon sellers: as of June 1st, 2026, an update to Amazon’s ASIN creation policy is completely changing the requirements for independent sellers to register new ASINs on Amazon. Under new changes, brand owners have nearly complete control over who is able to sell products listed on the Amazon platform.. In this blog, we walk sellers through the complete changes, how sellers can receive authorization to continue selling, and how sellers should respond if they are suspended for violation of these policy changes.
Amazon ASIN Creation Policy Update
Under previous Amazon policy, new products could be created and receive registered Amazon Standard Identification Numbers (ASINs) without independent authorization from the brand owner of the product. Now, third-party Amazon sellers will need to have a verified reseller role assigned to them by the brand owner to officially list products on Amazon.com. Although some sellers will be able to comply with this change, it creates a major enforcement issue for others that will require all hands on deck to ensure their products remain available for customer purchase.
This is a departure from how Amazon previously enforced their rules around brand registry, in which many sellers existed in a gray area that relied on the first sale doctrine to defend their legal right to resell products.
Amazon justifies these new changes through their customer-first approach, where they are continuously looking to improve the experience for customers over that of sellers and all else. This is one of several changes, such as new listing price requirements, that have benefited the customer at the cost of freedoms for independent sellers.
Amazon Appeal Submissions – Brand Approval Amazon
At Amazon Sellers Lawyer, we have already seen a rise in enforcement actions against sellers who have been unable to obtain the required brand authorizations. Amazon typically provides 30 day notices to sellers. These notices require sellers to either obtain brand authorization or remove the items from Amazon within 30 days. Failure to remove the offers or provide the authorization within 30 days will result in Amazon suspending the seller’s entire account (not just the listings that were flagged).
Authorization For New ASIN Creation
The process for creating ASINs as a seller on Amazon now requires showing proof that you are the brand owner or assignment of an authorized reseller role directly from the brand at issue. For independent sellers, this means you must be listed as an official reseller of a product by the brand in Amazon’s system. If the approval is not obtained, Amazon is suspending the seller accounts that can no longer comply.
Since this change requires explicit brand authorization to sell on Amazon, many sellers who were previously operating legally will now no longer be allowed to continue selling ASINs or create new product pages with the same ease that existed under previous policy. Changes like this continue to signal Amazon’s direction as a company is moving in a way that suggests lesser freedoms for sellers, and more power for brand owners.
Contact Amazon Sellers Lawyer Today!
Regardless of how this policy change is affecting your business, Amazon Sellers Lawyer is here to help. Our team has been helping sellers navigate the changing Amazon landscape for over a decade and have been closely monitoring the series of changes Amazon has made throughout 2026 so far. When it comes to changes like this, we are here to help you resolve enforcement actions on your account and get you back to business as usual.
Give us a call today at 212-256-1109 or fill out our online contact form linked here to set up a consultation.
About the Author
CJ Rosenbaum, Esq.
CJ Rosenbaum is the founding partner of Amazon Sellers Lawyer. He’s been practicing law since 1995, and since 2016 his firm has focused exclusively on helping Amazon sellers deal with issues like suspensions, intellectual property disputes, and withheld funds.
CJ has written six books on Amazon seller legal issues including the Amazon Sellers’ Guide to Copyright Law. He has spoken at major industry events like the Prosper Show, Global Sources Summit, Retail Global. CJ also works with the Amazon Sellers Lawyer team to provide free content for Amazon sellers. This is available through their online blog and YouTube channel, frequently covering major Amazon updates and important topics relevant to the seller space.
Through BrandProtectionAmazon.com, the firm also supports brands in protecting their products. This gives the team the unique opportunity to learn from case wins on both sides of the fence, strengthening protection for both the sellers and brands that Rosenbaum & Segall P.C. represents.
Amazon repeatedly rejecting your Plan of Action? Amazon Sellers Lawyer handles suspension appeals and account reinstatement cases – including arbitration against Amazon when they’re withholding seller money. Contact us to discuss your situation and figure out the best path forward.