Overview

Amazon Seller Central provides a dedicated brand management hub where sellers can view, add, and remove brands from their selling portfolio. Understanding how to navigate this tool is essential for any seller who works with branded products, whether you own the intellectual property or resell authorized brands. The "Manage Your Brands" page serves as your central dashboard for brand portfolio oversight, new brand applications, and enrollment tracking.

Key Points / What Sellers Need to Know

• Your brand portfolio is your product gateway - The brands listed in your portfolio determine which branded products you're authorized to list on Amazon's marketplace. Removing a brand means losing the ability to create new listings under that brand name.
• Three main functions in one dashboard - The brand management page lets you review your current portfolio, search for and add new brands, and track pending brand applications all in one place.
• Brand Registry and brand name approval are separate paths - IP owners with trademarks use the Brand Registry enrollment process, while resellers without trademarks use the brand name approval process to add brands.
• Selling restrictions may apply - Amazon restricts certain brands and products to protect customers, so adding a brand to your portfolio may require completing a selling application with manufacturer documentation or product photos.
• Applications are tracked automatically - Approved brand applications are added to your portfolio without further action, while rejected applications include a reason in the case log.

How the Brand Portfolio Works

The brand portfolio tab displays every brand you're currently authorized to list on Amazon. For each brand entry, you can view the approved brand name, any brand aliases or alternate representations you've used for listings, and brand identifiers such as logos, product images, and descriptions. If a brand is incorrectly associated with your account or you've stopped selling a particular brand, you can remove it directly from this view. However, sellers should proceed with caution when removing brands, since doing so revokes your ability to list products under that brand name going forward. To re-add a previously removed brand, you'll need to use the "Add a brand" function and go through the selection process again.