If you’re a seller trying to build a brand on Amazon, there’s one small mistake that could cost you long-term growth and it starts at the product listing stage.
Let’s discuss Amazon’s “Generic” Category. When you’re in a hurry to list a product, it could appear to be a harmless decision. Maybe your brand registry is still being worked on, you’re testing a new product, or you just didn’t give it any thought. But here’s the catch: once a product is listed under the “Generic” brand, it’s stuck there permanently with no way to transfer it to your actual brand.
Yes, permanently. And no, not even Amazon support can help you fix it.
What is the “Generic” Brand Category?
In order to create a listing on Amazon, sellers must include their brand name. “Generic” is a placeholder that some choose to use if the product isn’t yet attached to an official brand or if the seller doesn’t want to use a brand.
The problem? That placeholder becomes permanent.
Amazon treats the “Generic” category differently than branded items. Once your product is associated with “Generic,” it cannot be rebranded or transferred to your registered brand. Even if you reach out to Seller Support, escalate the case, or plead your situation—Amazon won’t budge. It’s a hard policy.
Why This Becomes a Serious Problem
Let’s say you list a product under “Generic” while waiting for your Brand Registry approval. Once your brand is approved, you might expect to switch over your existing listings to your shiny new brand. But if you listed those products as “Generic,” you’ll quickly find that you can’t make the switch.
This creates multiple issues:
1. Brand Control Loss: You lose the ability to use A+ Content, Brand Store, or Sponsored Brand Ads for that listing.
2. Trust Issues: In areas where brand trust is important, customers may be cautious to purchase from listings labeled as “Generic.”
3. Scalability Impact: If essential products are locked in “Generic,” you won’t be able to create a single catalog under your brand.
4. Hijackers and Copycats: Listings under “Generic” are especially subject to unapproved sellers in the absence of brand protection.
Amazon’s Stand on It
Amazon has made it clear: once a product is assigned to “Generic,” it cannot be changed late no exceptions. Their support team might respond with canned messages, but even escalation won’t change the outcome. It’s a policy baked into their system logic.
That’s why prevention is your only real option.
Best Practices to Avoid This Mistake
Wait for Brand Registry: If possible, hold off on listing key products until your brand is approved.
Use a Placeholder Brand: If you’re testing the market, use a temporary brand name that you control just don’t use “Generic.”
Plan Your Listings Carefully: Think long-term. If you see branding in your future, start with that mindset from day one.
Develop Your Team: Ensure that the individual responsible for product listings is aware of the risks involved with using “Generic Category.”
Final thoughts
It’s simple to make the “Generic” error, particularly if you’re new to Amazon. But what seems like a minor listing decision can turn into a major roadblock for your brand growth. Unfortunately, Amazon doesn’t give second chances when it comes to this policy.
So if you’re planning to build a brand, never list under “Generic.” That one choice could make or break your ability to scale on the platform.
