Amazon has updated its Brand Registry role assignment process, effective July 29, 2026. If you manage a brand or are waiting for role assignment from a brand administrator, this change affects how you’ll connect selling partner accounts and access premium features.
What Changed
- Merchant Tokens replaced: Brand Registry Administrators now assign selling roles using Account IDs instead of the previous Merchant Token method
- Features unlocked: Proper role assignment grants access to A+ Content, Stores, and Vine participation
- Effective date: July 29, 2026
Why This Matters
If you’re a Brand Registry Administrator, you’ll need to use Account IDs when onboarding team members or partner accounts to your brand. If you’re a seller waiting on brand assignment, confirm your administrator has your correct Account ID rather than requesting a Merchant Token. This streamlines the process and reduces token-management overhead.
How Squatio helps
When you’re managing multiple brand accounts or coordinating seller roles across accounts, staying organized is critical—especially as Amazon shifts processes. Squatio Decode (ASIN lookup, listing visibility & Sentiment IQ review analysis) helps you quickly verify which accounts have active brand authority on your listings, so you can confirm role assignment is working correctly and spot any access gaps before they affect your content or PPC eligibility.
Have you already made the switch to Account IDs for your brand partnerships, or are you still coordinating the transition with partner accounts?
Source: Amazon Replaces Merchant Tokens With Account IDs for Brand Registry Selling Roles