🛍️ Amazon hides brand names: What retailers need to know now

🔍 Introduction

Many sellers and vendors are currently facing an unexpected change: Amazon hides brand names, particularly in the titles of product pages. This measure not only concerns cosmetic details — it changes fundamental mechanisms of product perception, visibility and conversion. How can retailers react sensibly and which legal and strategic aspects are particularly important now?

📉 Why does Amazon hide brand names?

The changed presentation in the Amazon frontend is part of a comprehensive platform optimization process. According to internal communication, Amazon wants to standardize the user experience and reduce misleading, exaggerated, or promotional elements in the title.

The following are particularly affected:

• Product titles that have the brand name right at the start suits
• Title with sensitive or overly promotional language
• Items in regulated product categories such as Dietary supplement, Beauty, health
• Title with Promises or health-related statements

The consequences for many retailers are clearly noticeable:
👉 Less visibility — lower click rate — worse conversion rate

⚠️ What retailers need to consider now

As a result, Amazon has tightened its requirements for product titles and content. Retailers should ensure that their product descriptions accurate, verifiable and not misleading are formulated.

❌ Avoidable statements in the listing:

• “Eco-friendly” — only permitted if verifiable by certificates
• “CE certified” or “free from harmful substances” — are taken for granted, not allowed
• Test seal — only allowed if licensed and documented with reference
• Food health claims — only with EU-approved health claim regulation
• “Milk” terms for plant-based products — not allowed (e.g. “soy milk”)
• Indications of origin (“Made in Germany”) only if of genuine origin — no misleading country names

These rules apply not only to the title, but to all product-related content on the platform. Violations may result in deactivation or even exclusion of sale. Retailers are therefore well advised to regularly review their content, including with regard to national and EU-wide regulations.

🎯 Implications for Amazon strategies

That Amazon hides brand names, changes the rules of the game in competition. So far, being present in the title has been a clear advantage for many brands — particularly when it comes to mobile search. The new restrictions result in:

• Reduced brand recognition
• Dependence on images and A+ content
• More competition in the visible area

What counts now:

• Strong product images, visualize brand affiliation
• Structured title structure with a focus on generic, search-relevant keywords
• Optimizing A+ content and brand storeto build trust
• Clever backend SEOto continue using brand names for searches
• External traffic via advertising or an experienced agency, e.g. metaprice.io — Amazon full service agency 🧩

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❓ Frequently asked questions (FAQ)

Which products are particularly affected?

In particular, regulated categories such as dietary supplements, health products and cosmetics. Advertising titles with superlatives or promises of healing are also being adjusted more frequently.

Why is Amazon removing brand names?

The aim is a uniform presentation and to avoid exaggeration or misleading information. Amazon wants to make the product search more neutral.

Can I prevent this through trademark registration?

No Even with registered brands, Amazon can automatically abbreviate or adjust the title if guidelines are violated or improvements are made.

How can I still maintain my brand identity?

Through strong visual presentation (images, A+ content), well-structured backend keywords and professional brand presentation in the brand store.

📢 Conclusion

That Amazon hides brand names, is a signal to all retailers to take a closer look at the quality and significance of their listings. The focus is shifting away from brand-centered communication towards clear, trustworthy information. Anyone who takes the new requirements seriously can still ensure their visibility — with a well-thought-out content strategy, legal care and professional implementation.

👥 Do you want to be on the safe side and successfully position your brand despite changing Amazon guidelines? Then rely on experienced partners: metaprice.io — Amazon full service agency supports you in analyzing, optimizing and legally compliant implementation of your product presentation.

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