When you scroll through Amazon, how many product names do you come across that feel… well, forgettable? How many times have you seen brand names that look like a random string of letters (XATNDOSNEYWLAHFD or IFXBRANDJK) names that, frankly, don’t inspire any emotional connection or recognition?
You’ve never heard your significant other say, “I love my blanket from IFXBRANDJK.” Not just because it’s impossible to pronounce, but because no one forms a real connection with a name that feels more like a placeholder than something meaningful.
Yet, these random, meaningless names are surprisingly common. Many sellers choose these “letter soups” for a reason: applying for a real trademark with the United States Patent and Trademark Office (USPTO) is difficult. Great brand names are often already taken, and the trademark process takes time. As a result, many sellers settle for easy names that get them through the approval process so they can start selling quickly. But this is exactly the pattern Amazon is looking to change.
Why your Brand Name matters
For the past few months, I’ve been working with Amazon to answer a simple but powerful question: What makes a brand name work on Amazon, not just creatively, but strategically?
What does it take for a name to be memorable, discoverable, defensible, and capable of supporting growth over time?
The answer is now public: Amazon has released a comprehensive, AI-powered brand naming guide designed to help sellers shift away from generic, placeholder names and toward something real, something customers can recognize, trust, and search for.
Why does this matter? Because in today’s marketplace, your brand name isn’t just a checkbox to get approved for Brand Registry; it's a structural decision with ripple effects that extend across your entire business. From trademark approval and catalog expansion to off-Amazon marketing, your brand name impacts everything.
Choosing a clear, flexible, and memorable brand name early on makes everything else run smoother, from product launches to ad strategies. With the increasing sophistication of AI-powered tools that help optimize product listings, the true point of differentiation becomes harder to define.
As AI accelerates content creation and commoditizes basic listing strategies, differentiation starts to collapse. If the same tools can optimize every product page, what becomes the anchor for consumer memory? Increasingly, it’s the brand name. It’s the one element of the listing that lives outside of the algorithm, imprinted in the customer’s mind, not just their search bar.
If you’re in the business of creating and scaling your brand on Amazon, these insights matter more than you might realize.
• If you're launching a brand: Don’t settle for what’s available. Choose a name that’s intentional and aligned with your long-term goals.
• If you're scaling: Treat your brand name like any other business asset. It’s something that should be reviewed, refined, and protected over time.
• If you're leading teams: Bring branding into the strategy room from day one, not just during the design handoff. The right name is more than a logo or a catchy phrase; it's a strategic asset.
A brand name is what customers remember. It's the unique identifier that sticks with them even when they're not searching for your product.
As AI continues to shape the e-commerce landscape, your brand name remains a key element of differentiation. Make it count.
To make sure you're setting yourself up for long-term success, check out Amazon’s Brand Naming Guide and learn how to elevate your brand with a name that works for both you and your customers.
Download the Brand Naming Guide here
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