Overview

Error 18730 is a common listing error that Amazon sellers encounter when the brand name entered on a product listing doesn't match a recognized or approved brand in Amazon's system. This error prevents sellers from creating or updating listings until the brand name issue is resolved, which can delay product launches and disrupt inventory management.

Key Points / What Sellers Need to Know

• Brand name must be exact — Amazon requires that the brand name on your listing matches the approved version in Brand Registry precisely, including spelling, capitalization, and formatting.
• Unregistered brands trigger this error — If you attempt to use a brand name that hasn't been enrolled in Amazon Brand Registry, the system will reject the listing with error 18730.
• Pending registrations are not accepted — Brands that are still going through the registration approval process cannot be used on listings until fully approved.
• Typos and formatting mismatches count — Even minor differences between your entered brand name and the registered version will cause this error to appear.
• You must select from approved options — Amazon provides a dropdown or list of recognized brand names, and sellers need to choose from these rather than typing a brand name manually.

Why This Error Occurs

Error 18730 is triggered when Amazon's catalog system cannot verify the brand name associated with a product listing. There are three primary scenarios that cause this issue. First, the seller may be attempting to use a brand name that has never been registered with Amazon Brand Registry. Second, the brand name entered may contain spelling mistakes, extra spaces, or formatting differences compared to the officially registered version. Third, the brand registration may still be in a pending state, meaning Amazon hasn't yet completed the verification and approval process for that trademark.

How to Resolve Error 18730

The first step in fixing this error is to log in to Amazon Brand Registry and search for the exact, approved version of your brand name. Pay close attention to how the brand appears in the registry, noting any specific capitalization, spacing, or special characters. When updating your product listing, use the brand name exactly as it appears in Brand Registry — do not attempt to type it freehand if a selection menu is available. If your brand does not appear in the available options, it likely means you need to complete or initiate the Brand Registry enrollment process, which includes trademark verification and submitting the required documentation.