Amazon tightens ASIN creation rules: what it means for UK sellers

Amazon tightens ASIN creation rules: what it means for UK sellers

Amazon is tightening ASIN creation rules, and resellers are losing access to entire product categories.

What changed

Vendors and third-party sellers can no longer create new ASINs for brands enrolled in Amazon Brand Registry unless they hold a formal Reseller role assigned by the brand. The policy took effect June 1, 2026. Previously, the rule existed but enforcement was inconsistent. Now it is strict.

What actually changed

This is not a blanket ban. It targets the gray space where sellers list products they do not have explicit permission to sell. If a brand is in Brand Registry, only authorized resellers can create new listings. Everyone else must find existing ASINs or get a Letter of Authorization from the brand.

The enforcement is already live. LEGO listings were mass-deactivated across the US for sellers without authorization. Sellers report receiving 30-day deactivation notices for ASINs they thought were legitimate.

What it means for UK sellers

  • If you source branded products, audit your catalogue now. Check which brands are in Brand Registry.
  • Pull your invoices from authorised distributors or request a Reseller role from the brand.
  • If you cannot prove authorisation, remove the listing before Amazon does.
  • This is not a temporary crackdown. Amazon is systematically moving from an open catalogue to a permission-based system. Brand owners control access. Resellers without documentation lose inventory.

What to do

Run your audit this week. For each branded ASIN you sell:

  • Check whether the brand is enrolled in Brand Registry (search the brand name in Seller Central).
  • If yes, gather your invoices from the brand or an authorised distributor.
  • Request a formal Reseller role assignment from the brand through Brand Registry.
  • If you cannot get authorisation, remove the listing proactively.

My view

This hurts arbitrage sellers but protects brand owners from counterfeits and unauthorised stock. If you have real distributor relationships, you will be fine. If you have been listing without permission, the window to fix it is now.

The bigger picture: Amazon is moving from an open marketplace to a permission-based system. That shift rewards sellers with documented supply chains and direct brand relationships. It punishes the rest.