A brand is the manufacturer or label associated with a product. Several marketplaces require a recognized brand to publish a listing, and ILLUMA uses the brand together with the manufacturer part number to match vendor items to your products.
Managing brands
Go to Catalog → Brands to add, edit or delete brands. Assign a brand to a product from the Brand field on its General tab.
- Add the brand. Click Add Brand.
- Fill in the basics. Name is the only required field. Slug is the brand’s URL piece; leave it empty to generate one from the name. You can also add a description, website and a logo (as a link to an image).
- Set the options. Active controls whether the brand appears on your store (inactive brands do not). Sort Order puts lower numbers first.
- Click Create Brand.
📸 Screenshot placeholder: The New Brand form (Catalog → Brands → Add Brand) with a test brand filled in, showing Basic Information, Logo and Settings.
On a saved brand you can also set SEO fields and a banner, and a hero (title, description and background image) for the brand’s parts page on your storefront. Each falls back to the brand’s name, description and banner when left blank.
ℹ️ Note: There is no merge tool for brands. If the same maker exists twice under different spellings, open the products using the duplicate (the product count on the brand links to them), change their Brand to the one you want to keep, then delete the duplicate. A brand that still has products cannot be deleted.
Brand codes
A brand can carry a Brand Code (also called a manufacturer or MFR ID), which is a short code a vendor or another system uses for the maker. It is set with the Brands import (Import / Export → Import Data → Brands, which needs Name and Slug) and is used in two places: matching vendor items by manufacturer part number plus brand code in a product feed, and loading stock by MPN plus MFR ID in the Inventory import. See Bulk Import.
Block a brand from a channel
On a brand’s page, Channel Restrictions lets you stop the brand from being listed on a channel. Tick the channel to block it. Blocking only stops future listings. If the brand already has listings there, use Delist N existing to remove them. A block set platform-wide by ILLUMA shows as admin-wide and cannot be undone by you.
Brands on marketplaces
ℹ️ Note: Amazon enforces brand rules tightly. If a brand is gated or requires Brand Registry, resolve that on Amazon’s side. See Amazon.
Where brands come from automatically
Products you import with a Brand column, and products a vendor feed creates, get their brand created for you if it does not exist yet. A vendor’s brand column is sometimes unreliable, so check the Brands list after a big import or feed run. See Product Feeds for the brand rules that fix a junk brand column.