Changing Brands a Nightmare

Hello,

New to this Reddit forum, not as new to Amazon. At my previous company, I helped out with Vendor Central and Seller Central. Now, I’m somewhere new helping them out on seller central.

Unfortunately, a ton of their SKUs were listed before I came on board and before they got brand registered. As you can imagine, their listings have the wrong brand information and there is some pressure on my shoulders to get the brand changed to match what we have in Brand Registry. Therefore, I have no control over the majority of our listings.

It’s my understanding that Amazon will NOT change the brand name on a listing (or the buyline) under any circumstance even if you provide proof that it was incorrectly listed to begin with. I keep getting the same copy/pasted responses about them not wanting to update it because I’m not the brand owner (even though I showed them that the packaging had the correct brand name), or to just rebrand under a new ASIN.

If we “rebranded” under a new ASIN, doesn’t that mean going through the trouble of uploading a new UPC for that product? I thought this could be a workaround but am trying to wrap my head around it.

What have you done to try to get listings set up with the correct brand?