(925) 293-3313AMAZON | BRAND NAME CHANGE | CASE STUDY
Tang Math Games: Correcting a Brand Name Across Nine Amazon Listings
Nine Tang Math Games listings showed the product-line name Kakooma as their brand, and Amazon Support twice declined to change it. EHP also opened a Brand Registry case, and on August 13, 2026 Amazon said it had submitted brand corrections for all nine ASINs. The nine detail pages now link to the Tang Math Games Store.
Kakooma Plus, one of the nine Tang Math Games listings. Product photo from the case-study source document.
At a glance
Services
- Brand attribute correction across nine existing ASINs
- Brand Registry case management
- Amazon Selling Partner Support escalation
- Evidence package: trademark, GS1, manufacturer and packaging records (as stated in EHP's request)
Products and marketplace
- Nine card games: NumTanga JR, NumTanga SR, Kakooma Plus, Kakooma Times, Numskill, Expresso, Great Times, Smart Sums and Tang Cards
- Amazon US
Timeframe
- July 28, 2026: support case opened. July 29: flat-file upload, 0 of 9 SKUs successful.
- August 10 and 11: Amazon declined the change. August 11: Brand Registry case opened.
- August 13: Amazon said it had submitted corrections for all nine ASINs. Mid-August: nine detail pages link to the Tang Math Games Store.
Outcomes
- Nine pages, one brand link. Each of the nine detail pages in the team's screenshots reads "Visit the Tang Math Games Store".
- Amazon said it submitted the corrections. In its August 13, 2026 reply on the Brand Registry case, Amazon wrote that it had successfully submitted the corrections for all nine ASINs and to allow three hours to seven days for them to propagate.
- Existing ASINs, not new listings. Amazon's August 13 corrections were submitted for existing ASINs, where it had earlier offered only to keep the old brand or start new listings.
The brand and the problem
Tang Math Games makes educational math card games for students from Pre-K through middle school, used in classrooms, learning centers and homes. Its titles include NumTanga, Kakooma, Expresso, Numskill, Smart Sums, Great Times and Tang Cards.
Nine of its listings were created in 2019 with the sub-line name "Kakooma" stored in the brand field instead of the company name, Tang Math Games. Seller Central then rejected the correct brand with Error 8541, which says the listing data differs from what is already in the Amazon catalog. Kakooma is a product line, not the brand.
Amazon's processing summary for the nine-SKU batch: Error 8541 rows show the merchant brand Tang Math Games against the catalog value Kakooma.
July 29, 2026: the flat-file upload shows 0 of 9 SKUs successful with the status Action required. The batch ID is removed.
Amazon Selling Partner Support then declined the change twice. On August 10, 2026 it wrote that the request "does not qualify as a minor catalog correction" and that it was "unable to override the existing brand value". On August 11 it wrote that the brand had been enrolled in Brand Registry until 2024 and that such a change may be viewed as an invalid and potentially abusive request. Both replies offered the same two options: keep the current brand name, or create new listings with new UPCs.
August 10, 2026: Amazon Selling Partner Support's first reply. Contact details, agent name and case ID are removed.
August 11, 2026: the second reply, with the same two options. Contact details, agent name and case ID are removed.
Goals and approach
The goal was to correct the brand attribute on all nine existing ASINs to Tang Math Games, and to line the catalog up with the brand's Brand Registry, trademark and GS1 records, instead of relisting the products as new ASINs.
EHP's Brand Registry request, opened on August 11, 2026 under the issue type "Attribute Misclassification Error", made the case that this was a data error rather than a rebrand:
- Kakooma is a model name. The request states that "Kakooma" is a product name, not a legal entity or registered brand.
- The company name is the registered brand. It cites the brand's trademark registration and its GS1 barcode licences, which name Tang Math Games.
- Supporting records. The request lists a supplier letter, a factory invoice and packaging photos showing the Tang Math Games logo and barcodes.
- A precise ask. Clear the misclassified "Kakooma" string from the brand field and align all nine ASINs with the Tang Math Games Brand Registry brand.
According to the team's record, EHP also escalated to Amazon leadership in parallel. The certificates and supporting files are not reproduced here.
What changed on Amazon
This describes the Amazon listings. It is not a comparison of this web page with an earlier version.
- Brand link. Before: Amazon's catalog held "Kakooma" as the brand on the nine ASINs (Error 8541, July 29, 2026). After: each of the nine detail pages links to the Tang Math Games Store.
- Amazon's answer. Before: two refusals, August 10 and 11, 2026. After: on August 13, 2026 Amazon said it had submitted the corrections for all nine ASINs.
- Product names. Kakooma remains in some titles, such as Kakooma Plus and Kakooma Times. It is a product line under the Tang Math Games brand.
August 13, 2026: Amazon says it submitted the corrections for all nine ASINs and to allow three hours to seven days. Contact details, agent name and case ID are removed.
Results and evidence
Nine detail-page headers from the team's screenshots. Each reads "Visit the Tang Math Games Store" and shows the listing's rating count at the time of capture. They were captured in mid-August 2026, dated from the delivery dates in the full screenshots.
From left to right and top to bottom: NumTanga JR, NumTanga SR, Tang Cards, Expresso, Smart Sums, Great Times, Numskill, Kakooma Times and Kakooma Plus.
What this case study does not claim: the source material has no sales, ranking or review-retention data and no before-change detail-page captures, so we report what Amazon said and what the pages show, not revenue or reviews kept. The headers show the store link, not the brand field in Seller Central, and no Seller Central capture after the change is included.
The client's case-study document, as supplied
The passages below are copied from the case-study document supplied for this project. Three statements in that document are left out because the screenshots do not support them, and one registration number is removed.
Company / Product Background Overview
Tang Math Games produces educational math card games and learning tools designed to foster numerical fluency, place value comprehension, and critical thinking for students from Pre-K through middle school. Created to make mathematics intuitive and engaging, the product portfolio features popular card game titles including NumTanga, Kakooma, Expresso, Numskill, Smart Sums, Great Times, and Tang Cards, which are widely utilized in elementary classrooms, learning centers, and home-schooling environments.
Printed with high-quality retail packaging and permanently stamped with official GS1 GTIN barcodes, Tang Math Games products offer structured learning modules that build foundational math skills through interactive play. By leveraging visual grouping, color patterns, and game-based problem solving, the brand provides an essential resource for educators, parents, and young learners seeking to master core mathematical concepts.
EHP Consulting Group services availed by client
- Brand Name Change
Challenges
- Amazon's catalog architecture enforced a hard Error 8541 database lock across 9 core ASINs, caused by legacy master records caching the sub-line game title ("Kakooma") in the brand attribute field instead of the master legal entity ("Tang Math Games").
- Standard "Delete and Relist" flat file purges failed to clear the backend Detail Page Control lock, trapping the catalog in a loop where re-uploaded SKUs instantly snapped back to the incorrect "Kakooma" attribute string.
Goals
- Flush the legacy "Kakooma" cache from Amazon's master retail database and update the brand attribute to "Tang Math Games" across all 9 affected ASINs.
- Establish strict synchronization across Amazon Brand Registry, GS1 Global Database Registry, and live buyer-facing detail pages.
Our solution / strategy and execution
- Proof Package Compilation: USPTO Trademark Registration, 9 GS1 US GTIN Certificates, a signed manufacturer declaration, invoices, and unedited high-resolution photos
- Dual-Track Escalation Protocol: Initiated a parallel strategy launching a full-catalog Executive Escalation sweep to corporate leadership
- Feed Batch ID Surface Test: Executed a PartialUpdate Category Inventory Flat File across all 9 ASINs to generate a Feed Batch ID
- Brand Registry Portal Pivot: Transitioned the ticket workflow to the Amazon Brand Registry Portal (brandregistry.amazon.com) under the "Attribute Misclassification Error" node
The impact / result
- Updated the live, front-end buyer-facing detail pages to accurately display "Tang Math Games" across the entire catalog, eliminating buyer confusion.
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