Creating a strong brand name is one of the most strategic — and often overlooked — decisions in building an Amazon business. It’s not just about sounding catchy. It’s about making your brand memorable, ownable, and emotionally resonant with your audience.
Amazon has now enhanced its AI-powered “Create a Brand Name” tool by introducing a Brand Personality field — and this change has meaningful implications for brand builders, especially those preparing to enroll in Brand Registry.
Here’s what’s new, why it matters, and how sellers can leverage this smart feature to create names that actually mean something.
From Random to Relevant: What the New “Brand Personality” Field Does
Until now, Amazon’s brand name tool predominantly used logical inputs such as company description, product category, and target audience. It was useful but not so flexible. The names it generated were structurally good but frequently lacked the emotional or feeling quotient.
Sellers can now add personality words such as bold, elegant, casual, fun, techy, or luxurious to their search.
These terms assist the AI in generating names that are closer to the style of the brand and the customers’ experience.
This subtle tweak makes the tool not just a name generator but more of a brand identity assistant.
It ensures your brand name does not simply tell people what you do — but also conveys how you’d like customers to feel when they hear it.
Why This Matters for Amazon Sellers
The importance of brand identity on Amazon has grown significantly. With more private label brands entering the marketplace and customers increasingly paying attention to packaging, messaging, and reviews, sellers need more than just functional listings — they need recognizable, trustworthy brands.
And a big part of that starts with the name.
Here’s where this new update makes an impact:
- More relevant name suggestions based on your brand’s emotional tone
- Better alignment between your name, your product design, and your marketing voice
- A stronger foundation for Brand Registry, where your brand name becomes a core part of your protection and growth strategy
Think of it this way: you wouldn’t dress your high-end minimalist product in a neon, cartoonish logo. So why choose a name that doesn’t match your identity either?
Trademark Considerations — and Where the IP Accelerator Comes In
Amazon rightly reminds sellers that while the AI tool provides inspiration, you’ll still need to legally vet your name before moving forward. It’s not uncommon for brand name ideas to be unavailable, already registered, or too close to existing trademarks.
That’s where Amazon’s Intellectual Property Accelerator can help. It connects sellers with a network of vetted law firms who specialize in IP and trademark registration — often at discounted rates for Amazon sellers.
This isn’t just about protection. Having a registered trademark is a requirement for Brand Registry — which unlocks powerful tools like A+ Content, brand analytics, and counterfeit protection.
In short: a strong, strategic name + trademark = long-term brand leverage.
What This Means for Sellers Right Now
If you’re launching a new product line, rebranding an old one, or preparing to register your brand, now’s the time to revisit your naming process.
Instead of relying on gut instinct or quick brainstorming, you can now use Amazon’s improved generator to guide your thinking with structure and clarity — combining brand strategy with AI-powered inspiration.
And with the new “personality” field, you’re no longer choosing from a list of generic suggestions. You’re shaping your brand from the inside out.
Final Thoughts
Naming your brand is not a task to rush — it’s an opportunity to create something lasting. With Amazon’s latest update to its AI name generator, sellers now have a smarter way to approach that challenge — one that blends logic with emotional tone.
It’s a welcome step forward, especially for entrepreneurs who may not have access to branding consultants or naming workshops. Adding the personality field provides much-needed depth and artistic control to a previously fairly straightforward and not terribly flexible tool.
If you’re seriously intent on building a stand-out brand for your Amazon market, this feature is well worth investigating.
