Translating product brand slug can lead to 404s

Overview of the issue

WooCommerce 9.4 introduced a Brands taxonomy, which by default in WPML is set as not translatable. If you change this to be able to translate brand terms (or just the “brand” slug and labels), you may encounter 404s when navigating brand archives and switching language.

Workaround

Go to Settings > Permalinks and manually set a static value for the brand slug. (When you first open the page you will see “brand” as the slug, which is a placeholder. To use “brand” as a manually set slug you must edit the field and type the value and save it.)