Amazon
PocketStrainer Case Study
BRAND OVERVIEW
PocketStrainer is a collapsible kidney stone urine strainer designed for comfort, precision, and portability. This medical funnel compresses flat for discreet storage, making it ideal for travel or everyday use. Key features include:
- Collapsible Design: Compresses flat for convenient storage and portability.
- Precise Filtration: Equipped with a medical-grade stainless steel mesh screen to effectively capture kidney stones and calculi.
- Comfortable Use: Made from soft, flexible silicone for easy handling and comfortable contact.
Easy Maintenance: Washable, reusable, and dishwasher safe for convenient sanitization.
PocketStrainer partnered with EHP Consulting to transition their Amazon listing from “Generic” to their registered brand identity, PocketStrainer. This shift was crucial for establishing credibility, protecting their trademark, and building long-term customer trust.
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During onboarding, the following objectives were outlined:
- Change the brand attribution from Generic → PocketStrainer on Amazon.
- Ensure smooth approval with Amazon Brand Registry and trademark alignment.
- Minimize downtime or sales disruption during the transition.
Challenges
- Product Images: Packaging carried the brand name, but the product itself did not have the name permanently affixed (e.g., embossed or printed).
- Invoices: Initial manufacturer invoice did not reflect the brand name, though an updated version was requested.
- Amazon Policy: Amazon declined the brand name change, stating that rebranding is generally not allowed on existing ASINs due to risk of customer confusion. Instead, Amazon suggested creating a new ASIN or re-listing the product.
our solution
- EHP Consulting devised a step-by-step execution plan:
- Evidence Strengthening: Highlighted that the UPC is registered under the PocketStrainer brand with Gavin Ward Innovations LLC.
- Amazon Communication: Submitted cases and clarified compliance with trademark and UPC registration.
- Deletion & Re-Listing Strategy: Requested client approval to temporarily delete the ASIN, upload the brand-correct flat file, and re-list after 24 hours.
- Execution: Deleted the ASIN, uploaded the flat file, and re-listed with PocketStrainer as the official brand.
the impact
- Successfully updated the brand name on the backend from “Generic” to PocketStrainer.
- The listing was reactivated without significant downtime, ensuring business continuity.
- Brand identity is now aligned with trademark and website (PocketStrainer.shop), reinforcing legitimacy.
- Before: Listings displayed “Generic” as the brand name, limiting trust and brand recognition.
- After: Listings now display PocketStrainer, aligned with trademark, UPC, and brand registry, enhancing credibility and customer confidence.
CLIENT FEEDBACK
- The client expressed satisfaction with EHP’s strategic guidance and execution despite Amazon’s strict brand name change restrictions. They left a 5-star review on Google, praising the clear communication and successful resolution of their issue.
- We worked on the brand name change for a total of 16 days, from August 5, 2025, to August 21, 2025.
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