How to Fix ‘You may not create new ASINs for the brand Generic’

6 min read

I want to talk about a bit of a frustrating situation that some Amazon sellers have been facing recently.

You see, Amazon has made quite a few changes this year, and some of these changes have caused headaches for many sellers.

You might have heard about a rather strange error message that goes something like this: “You may not create new ASINs for the brand Generic.”

It’s a cryptic message, and it can leave sellers scratching their heads, wondering what’s going on.

I’ve been fortunate not to encounter this issue personally because I have a registered brand, and I don’t use “Generic” as my brand name.

However, I’ve heard from many of my fellow sellers dealing with this problem. They’ve been unable to list new products on Amazon, and it’s been a real hassle.

So, I decided to dive into Google and the Amazon Seller Forums and research to find a solution for this problem.

In this article, I’m going to share what I’ve learned with you.

Let’s get started!

What’s This Problem All About?

Okay, let me break down what’s happening here.

When we want to sell something on Amazon, we must fill out some product details, including the “Brand Name.”

Now, if you have a special brand name that’s officially registered, like “TinyMarketingLab” you can put that in as your brand name. All good so far, right?

But here’s the catch: registering a brand can be pretty expensive.

So, Amazon allows sellers to use “Generic” as the brand name when they list a product. So, your product shows up under the “Brand: Generic” category.

Now, in the past, if you wanted to use “Generic” as your brand name, you had to ask Amazon for permission through something called a “GTIN Exemption.”

But here’s where the trouble begins. Amazon decided to change how you apply for this exemption, and I even wrote a blog post to help people with the new process.

You can check it out here – How To Apply For An Amazon GTIN Exemption in 2023.

The problem is that there’s a glitch on Amazon’s website.

When you try to apply for the GTIN Exemption, you’re supposed to see a link that says “Apply”

But guess what? That button is playing hide-and-seek.

It disappears when you click the “I don’t have a product ID” checkbox.

Talk about frustrating, right?

Many sellers have run into this issue and have been chatting about it in the Amazon Seller Forums.

Amazon support suggested they change the web browser, update the web browser, and clear cache and cookies.

They’ve tried all sorts of things, but no matter what they do, that “Apply” button just won’t appear.

Even when they told Amazon support about these problems, the solutions they got didn’t work.

So, this issue has been hanging around for months, and there’s still no clear way to get that GTIN Exemption and create new products under the “Brand: Generic” category.

Solution 1: Talk to Amazon Support

Alright, let’s get into the first idea that might just do the trick.

So, what you can do first is contact Amazon support.

I know talking to them can feel like talking to a robot sometimes because they often send the same not-so-helpful replies.

But this is usually the first step to take when you run into trouble.

Reach out to Amazon support and explain your situation.

Then, here’s a little tip: you can also post about your problem on the Amazon Seller Forums.

If there’s a helpful Amazon support person hanging out there who knows what’s going on, they might chime in.

When they do, make sure to give them the Case ID that you got when you first reached out to Amazon support.

This little number might just help them understand what’s happening and speed up the process.

Fingers crossed that this helps!

Solution 2: Use a UPC Code to Create a Product

Let’s move on to the second way that could help you.

Back when I was starting my Print-on-Demand business on Amazon, I didn’t have a fancy registered brand name either.

I didn’t even know we could list products with the brand name “Generic.”

What I did know about was UPC codes.

The UPC code is like a special ID for a product, and you need one for each product you want to list on Amazon.

But here’s the catch – UPC codes aren’t free.

You’ve got to buy them from someone who sells them. The cost can vary depending on the seller and how many UPC codes you want.

I got my UPC codes from the NationWideBarcode, just in case you’re wondering. I don’t get anything for mentioning them; I’m just sharing where I personally got mine.

You might find other sellers offering them for cheaper.

I’ve even bought UPC codes from eBay and AliExpress before.

But a word of caution: some sellers might sell the same UPC codes to multiple buyers, and that can cause problems.

So, be careful when choosing where to buy them.

In the early days, I created around 5,000 products a month and bought UPC codes for all of them. It added up cost-wise.

Once I discovered I could list products without UPCs, I stopped buying them.

So, while using UPC codes might be a solution for creating new products, keep in mind that it can get expensive if you plan to list a whole bunch of products.

Solution 3: Apply for the Amazon Brand Registry

Now, let’s talk about a solution that could be really helpful if you plan to create a whole bunch of products on Amazon and want to be in this business for the long run.

It’s called the Amazon Brand Registry.

I got my brand name registered last year. Since then, I’ve never encountered the product creation issue that many folks without a registered brand face (including the issue I’m talking about right now).

Plus, I don’t need to bother with buying UPC codes anymore.

If you’re looking to create 10,000 or more products using UPC codes, you’d spend about $1,000 on those codes.

On the other hand, applying for the Brand Registry usually costs somewhere around $1,000 to $2,000. So, financially, it might make more sense to go for the Brand Registry.

I’ve written a detailed blog post explaining how to apply for the Brand Registry step by step and all the awesome benefits of it.

You can read it right here – Dealing with Amazon Hijackers (Does the Brand Registry Help?)

So, if you’ve got some money to invest and you’re serious about fixing this issue, applying for the Brand Registry could be a smart move.


So, there you have it – the solution to that pesky problem with Amazon that’s been causing you headaches.

The recent changes on Amazon have made things a bit tricky for us sellers, but with a little know-how, you can overcome it.

Just to recap, you’ve got a few options:

Contact Amazon Support: Even though it can be frustrating, reaching out to Amazon’s support team is the first step. Sometimes, they might have a solution or can point you in the right direction.

Use a UPC Code to Create a Product: If you’re planning to create a lot of products, consider purchasing UPC codes. They’re like ID tags for your products, and they can help you get past this issue. Just be cautious about where you buy them.

Apply for the Amazon Brand Registry: If you’re in this business for the long haul and want to create many products, this might be your best bet. It’s a bit of an investment but can save you time and money in the long run.

Remember, there’s always a solution to every problem; in this case, you have a few paths to explore.

Don’t let these issues slow you down or discourage you. Keep pushing forward, keep learning, and keep selling.

Feel free to reach out if you have any questions or need further guidance. We’re all in this together, and we’ll figure it out.

Stay motivated and keep those sales coming!

—Bank K.

Leave a Comment