Last Updated: November 7, 2025
Intrigued by how Amazon brand name vs Amazon seller name differ and what impact they have on your Amazon presence? Don’t worry, you’re not the only one confused about how these two names work and why they both appear on your listings.
When it comes to branding on Amazon, every detail matters. The way your brand and seller names are set up can make or break your credibility since they influence how shoppers perceive your business and whether they trust your products.
The truth is, many sellers mistakenly think their Amazon brand name and Amazon seller name are the same thing, but they serve very different purposes. Knowing how they function and connect can help you strengthen your brand identity and avoid costly listing issues.
In this article, our Amazon agency will discuss the key differences between the Amazon brand name vs Amazon seller name, including their purposes and impact on your business. We’ll also share best practices, common mistakes to avoid, and step-by-step guides on how to change both names in Seller Central.
Table of Contents
Build a Stronger Amazon Brand Identity
Your brand and seller names are the foundation of your Amazon presence. Let our experts help you set them up the right way.
What Is an Amazon Brand Name?
Your brand name is the featured attribute that appears right below your product title on an Amazon listing. Clicking on it takes shoppers to your brand store page, where they can explore all your products in one place.
This page acts like your own mini website within Amazon; it can include a homepage, multiple subpages, and posts to highlight your brand story. Since your brand name is tied to your trademark and Amazon Brand Registry, getting it right matters, especially since 77% of consumers make purchase decisions based on brand name.
What Is an Amazon Seller Name?
Your seller name appears in the Buy Box under the phrase “Sold by”, identifying the account responsible for fulfilling the order. When shoppers click on the seller name, they’re taken to a dedicated seller profile page that gives more details about your business.
This page functions like your About Us section within Amazon, where customers can learn more about you, ask questions, and read reviews. It also includes links to all your active listings, showing every product you sell, not just those from a specific brand.
Amazon Brand Name vs Amazon Seller Name: Key Differences
Although the brand name and seller name might seem like the same thing, they serve different purposes on Amazon. Learning the differences between them can help sellers choose names that best represent their business and improve brand visibility across their listings.
| Aspect | Brand Name | Seller Name |
|---|---|---|
|
Purpose |
Identifies the product line or brand customers buy from.
|
Identifies who is selling the product on Amazon.
|
|
Visibility |
Shown on the product detail page under the product title.
|
Shown in the Buy Box under “Sold by”. |
|
Flexibility |
Harder to change; meant for long-term brand identity. |
Easy to change anytime in Seller Central. |
|
Impact |
Builds trust, recognition, and long-term brand value.
|
Has minimal impact beyond showing the seller’s identity.
|
Common Mistakes in Choosing Your Amazon Brand and Seller Name
Making naming mistakes can damage your credibility and hurt your long-term success on Amazon. So, make sure to avoid these common pitfalls that could hold your business back.
1. Picking a Name That’s Hard to Say or Spell
Names that are too long, complicated, or creatively spelled can confuse shoppers and make your store harder to find. If customers can’t remember or pronounce your name easily, they’re less likely to return.
2. Choosing a Name That’s Too Generic
Overly common names get lost among competitors and don’t help you stand out in search results. A generic name lacks personality and makes it harder for shoppers to connect with your brand.
3. Ignoring Trademark and Legal Conflicts
Failing to check trademark databases before settling on a name can lead to serious legal trouble. You might end up having to rebrand, which can cost both time and money.
4. Using Geographically Limiting or Descriptive Terms
Names tied to a specific location or product type can restrict your growth. If you ever expand your offerings, a narrow or location-based name may no longer fit.
5. Not Aligning the Name With Your Brand Identity
A name that doesn’t match your brand’s tone, values, or audience can confuse customers. Consistency between your name and identity helps build trust and brand recognition.
Struggling to Update Your Brand or Seller Name?
Avoid delays and confusion with expert guidance from our Amazon specialists. We’ll make sure every change goes smoothly.
Best Practices in Choosing Your Amazon Brand Name vs Seller Name
There are best practices for choosing your brand and seller name, as these decisions can greatly influence how your Amazon business performs and is perceived. Understanding these practices can help you pick names that support long-term growth and customer trust.
How to Choose Your Amazon Brand Name
Choosing a brand name is a crucial step in establishing your business identity. Here are some key considerations:
1. Pick a Name That Reflects Quality
Your brand name should convey reliability and trust. When customers associate your brand with quality, they’re more likely to buy your other products in the future.
2. Understand the Role of Word Marks and Logos
A brand name is a text-based identifier, while a logo is a visual design mark. Together, they help shoppers instantly recognize your products and distinguish them from competitors.
3. Ensure Your Logo Includes the Brand Name
Amazon requires logos to display the brand name for verification. This helps confirm that the products belong to your registered brand and prevents listing issues.
4. Use Permanent Branding on Your Products
Your brand name or logo should appear directly on your product, whether printed, engraved, or sewn. Avoid temporary stickers, as Amazon views them as insufficient for establishing brand ownership.
5. Trademark Your Brand for Legal Protection
Registering your brand name and logo as a trademark safeguards your identity and qualifies you for Amazon Brand Registry. Without it, your products might be listed as “Generic”, limiting brand credibility and protection.
How to Choose Your Amazon Seller Name
Your seller name represents your store’s identity on Amazon and helps buyers remember who they’re purchasing from. Here are some key strategies to choose a name that truly works for your business:
1. Keep It Memorable and Easy to Recall
Choose a short, catchy name that’s simple to pronounce and remember. The easier it sticks in customers’ minds, the more likely they’ll come back for repeat purchases.
2. Make It Unique to Stand Out
Avoid names that sound too similar to existing sellers or brands. A distinct name helps you stand out in a crowded marketplace and builds recognition over time.
3. Think Long-Term
Pick a seller name that allows room for growth as your product catalog expands. A broad, future-proof name prevents you from being limited to one niche.
4. Consider Adding Relevant Keywords
Including a keyword related to your niche can improve visibility in search results. For example, “Green Earth Home” instantly communicates eco-friendly home products.
5. Choose Positive and Professional Language
Use words that inspire trust, confidence, and reliability. Avoid slang or complicated terms because your seller name should sound professional and easy to remember.
Amazon Brand Name vs Seller Name: Changing Names
There might come a time when you change your mind about your brand or seller name, and when that happens, it can be tricky to handle if you don’t know the proper steps. Understanding how each name can be changed will save you from unnecessary confusion and setbacks later on.
How to Change an Amazon Brand Name
Changing a brand name can happen for many reasons, such as rebranding, trademark updates, or correcting old data, but regardless of why, the process can be tricky if you don’t follow Amazon’s steps correctly. Here’s a simple breakdown of how to do it the right way:
- Gather proof of your new brand name, such as photos of the product, packaging, or trademark certificate.
- If enrolled in Brand Registry, update your brand information directly through your Brand Registry account.
- Go to Manage Inventory, click Edit on your listing, and update the brand field to match your new name exactly.
- If the edit doesn’t go through, open a case in Seller Central under “Product Listings” and provide your proof of branding.
- As a last resort, use a flat file update to delete the old listing and re-upload it with the new brand name after 24 hours.
How to Change an Amazon Seller Name
Changing your seller name is much simpler than updating a brand name, but it still requires accuracy to ensure your store name looks consistent across all marketplaces. Here’s how to do it step-by-step:
- Log in to your main admin account on Amazon Seller Central to access full account permissions.
- Go to the Settings menu in the top-right corner and select Account Info.
- Under the Your Seller Profile section, click Display Name or Seller Name to edit it.
- Enter your new seller name and make sure it follows Amazon’s naming policies (no special characters, misleading terms, or trademarked names).
- Save your changes and refresh your store page to confirm the update has taken effect.
- If you sell on multiple Amazon marketplaces, repeat the same steps for each region to keep your name consistent globally.
FAQs About Amazon Brand and Seller Names
Why Your Amazon Brand and Seller Names Matter
A name can make or break how customers see your business; it’s often the first thing that builds trust or drives them away. The same goes for Amazon, which is why understanding how to choose, manage, and optimize your brand and seller names is crucial for long-term success.
Knowing the difference between these two names helps you build a stronger identity and avoid confusion in the marketplace. It also ensures your listings, storefront, and branding work together to attract and retain loyal customers.
Need help setting up or updating your brand and seller names? Contact our full-service Amazon agency and let our experts handle everything from trademark registration to brand management.
Ready to Grow Your Amazon Business?
From branding to listing optimization, our full-service Amazon agency can help you scale faster and smarter.
