Managing Product Brands in BigCommerce for Marketplace Listings

BigCommerce does not require a brand to be assigned to every product. However, many marketplaces require brand information and may use it to identify products, validate listings, improve search visibility, and apply category-specific requirements.

This article explains how to create and assign a brand in BigCommerce, and outlines the situations where Omnivore can use a brand alias to meet marketplace branding requirements.

Before You Add a Brand

Use the product’s genuine brand in BigCommerce, including its correct spelling, spacing and capitalisation.

Keep the following requirements in mind:

• Do not use your store, website or seller name unless the product is genuinely sold under that brand.
• If you manufacture products or sell handmade products under your own genuine brand, create that brand in BigCommerce.
• If a product is genuinely unbranded, you can enter a value such as Generic or Unbranded.
• BigCommerce allows only one brand to be assigned to each product. The brand cannot be different for individual variants of the same product.

When a Brand Alias May Be Required

Some marketplaces use an approved or standardised list of brand names. The brand required by the marketplace may differ slightly from the value stored in BigCommerce.

For example, an alias may be needed when:

• The marketplace requires different spelling, spacing or capitalisation.
• The marketplace uses a standardised version of the brand name.
• The brand is available in BigCommerce but does not match the marketplace’s approved brand value.
• A marketplace requires a different accepted value for an unbranded product.

Where supported, Omnivore may be able to alias the BigCommerce brand to the value required by a specific marketplace. This allows the correct marketplace value to be submitted without changing the original brand in BigCommerce.

Brand aliasing is not available in every situation or for every marketplace. Contact the Omnivore Support team to confirm whether an alias can be configured.

Create a Brand in BigCommerce

You can create one brand or add multiple brands from the BigCommerce Brands page.

1. In BigCommerce, go to Products → Brands.
2. Select Add a Brand.
3. In the Brand Names field, enter the brand name.
4. To create multiple brands, enter each brand on a separate line.
5. Save your changes.

You can also create a new brand while adding or editing a product by entering the brand name in the product’s Brand field.

Edit an Existing Brand

1. In BigCommerce, go to Products → Brands.
2. Select the brand you want to edit.
3. Update the required brand information.
4. Save your changes.

BigCommerce may provide additional fields for the brand’s storefront page, including:

• Page title
• Meta keywords
• Meta description
• Search keywords
• Brand image
• Brand URL
• Template layout file

These fields relate to the BigCommerce storefront brand page. They are not required simply to assign a brand to a product for marketplace listings.

Delete a Brand

Deleting a brand also removes that brand assignment from products currently using it.

Before deleting a brand, check whether it is assigned to any active products.

1. In BigCommerce, go to Products → Brands.
2. Select the checkbox beside the brand.
3. Select the trash can icon.
4. Confirm the deletion.

Assign a Brand to a Product

1. In BigCommerce, go to Products → All products.
2. Open the product you want to update.
3. In Basic Information, locate the Brand field.
4. Select the correct existing brand or enter a new brand name.
5. Save the product.
6. Check the product in Omnivore and confirm that the correct brand or configured brand alias is being used before listing or updating the product on a marketplace.