Advice needed · Amz Champions

Advice needed

Hi Team, I need expert advice on a serious Amazon brand issue.

When I created my Amazon listing, I used a brand name . Amazon accepted and published the listing with this brand, including images, packaging, and all listing details—even though the brand was not trademarked at that time.

Recently, while applying for a trademark, I discovered that another seller already owns a very similar brand name with a hyphen, which is actively selling on Amazon.

Now I’m stuck between two risky options and need guidance before moving forward with production:

Option 1: Continue with the brand name (without hyphen)

Use it consistently across images, title, and packaging, and apply for USPTO trademark registration.
Risk: USPTO may later reject the application due to likelihood of confusion with the hyphenated version.
If rejection happens after the listing gains reviews and sales, a forced rebrand later would be extremely damaging.

Question:

Based on experience, does a brand name without a hyphen realistically have a chance of USPTO approval when a hyphenated version already exists, or is rejection highly likely?

Option 2: Change the brand name completely now

Choose a new, clearly distinct brand and register it.
Risk: Amazon may not allow a brand name change on the existing ASIN and could require creating a new ASIN, updating all images, and losing listing momentum and reviews I built so far
Amazon support mentioned this would require review by the Brand Registry team.

Question:

From real Amazon cases, does Amazon usually allow a brand name change on an existing ASIN if done correctly, or do they typically require a new ASIN?

Any guidance from sellers who have dealt with similar trademark or Brand Registry situations would be greatly appreciated. 🙏

@Trevin Peterson

@Kaming Lai

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