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The seller that lists the product first gets to create the initial creative. Over time Amazon uses a composite of attributes from multiple sellers.
 
Brand owners can register on Amazon as ‘registered brand owners’ and control the creative for all products associated with their brand.

Find out why over 30% of the top 1,000 Internet Retailers choose Feedonomics.

Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.