Amazon rejected the update because it changes a key attribute that uniquely identifies the product in Amazon's catalog. Identity attributes — for example brand, manufacturer, UPC, EAN, and other product identifiers — define the product's identity on Amazon and aren't allowed to change once set.
Why it happens
- Incorrect initial data. The product's original data was wrong, and you're trying to correct an identity field after the fact.
- Rebranding or manufacturer updates. The brand or manufacturer has changed and you tried to update those fields on the existing SKU.
- Incorrect SKU listing. The product was originally listed under the wrong SKU, and identity adjustments don't fit the current SKU.
How to fix it
- Don't change identity attributes on an existing SKU.
- Create a new SKU with the correct identity values and re-upload it.
- Delete or close the old SKU on Amazon if it's no longer valid.
- If you believe the identity data on Amazon is wrong, open a case with Amazon Seller Support to request a correction.