Amazon is currently gray-testing the “XX BRAND approved” label, a core new feature in 2026 for strengthening authenticity traceability and combating unauthorized listing hijacking. It is currently displayed only on a small scale on product detail pages in selected marketplaces.

🏷️ Core label display format

Location: It appears directly in the seller information module below the Buy Box, in a fixed “Brand name + approved” format, such as “Wilson approved”.

Clicking the label shows a platform explanation: this product comes from the brand owner or a seller officially authorized by the brand: “Product comes from [xx brand] or [xx brand] approved seller.” It clearly tells buyers that the item comes from the brand itself or a seller officially authorized by the brand.

Testing stage: Currently in gray testing, the same ASIN may show the label on some devices, buyer accounts, or marketplaces and not on others; it has not been fully rolled out.

This label is Amazon’s official authenticity certification. Its core purpose is to help buyers quickly identify authentic sources and avoid counterfeits and unauthorized replica products.

✅ Core access and display rules

Brand eligibility: Brands must complete Amazon Brand Registry, hold a valid registered trademark in the corresponding marketplace, and ensure trademark information exactly matches the registered entity. This is a prerequisite for generating the label.

Seller authorization: For third-party sellers to obtain the label, the brand owner must directly mark them as authorized resellers through the Amazon Brand Registry backend and complete official authorization-chain filing. Ordinary self-uploaded authorization documents do not trigger the label.

Marketplace differences: In some cases on Amazon US, it shows as “Sourced from [Brand].” Amazon Germany directly uses “[Brand] approved,” exactly matching the “XX BRAND approved” format you mentioned.

📊 Actual operational impact

Consumer decision-making: It places previously hidden brand authorization relationships directly in the core purchase area. In high-ticket categories such as electronics, beauty, and maternal and baby products, it becomes a new strong trust signal; labeled products have significantly higher conversion rates than ordinary unlabeled hijacked offers.

Hijacking ecosystem: It breaks the traditional model where hijackers and brand owners looked identical on the front end. Unauthorized low-price hijackers will not receive the label even if they win the Buy Box. Consumers can visually distinguish authentic channels from unauthorized sellers, greatly reducing hijackers’ order competitiveness.

Traffic preference: The label is not yet directly included in Buy Box ranking rules, but the platform already supports Alexa voice assistant using “approved certification status” as a search filter. Over time, labeled products will likely gain more search recommendation weight.

📝 Actionable steps for brand owners

Sort out authorization chains for all partner distributors, ensure the brand entity, store entity, distribution agreements, and backend filing information fully match, and complete whitelist marking for authorized sellers in advance.

Regularly check core ASINs using different devices and buyer accounts, record label display patterns and coverage, and adapt to the new front-end display logic in advance.

Continue using traditional protections such as Brand Registry and Transparency. This label cannot yet fully replace a complete brand rights protection system.