Amazon Brand Registry
Last updated: February 4, 2025
What is Amazon Brand Registry?
The Amazon Brand Registry (Amazon's brand registration program) is a free program for brand owners that provides enhanced brand protection and access to exclusive marketing tools on Amazon.
With Brand Registry, brands can take better control of their product listings, take action against counterfeits, and use powerful advertising formats like A+ Content and Sponsored Brands.
Table of contents
Requirements for enrollment
To register your brand on Amazon, you have to meet certain Amazon Brand Registry requirements:
Requirements for the Amazon Brand Registry:
- ✓Registered trademark: An active, registered text-based or image-based trademark with a recognized trademark office (e.g. USPTO, EUIPO, DPMA)
- ✓Registration number: The official registration number of your trademark
- ✓Product categories: A list of the categories in which your brand is sold
- ✓Countries of manufacture: Details of where your products are manufactured
- ✓Brand imagery: Images that show your brand on products or packaging
Accepted trademark offices (selection):
- • USPTO (USA)
- • EUIPO (EU trademark)
- • DPMA (Germany)
- • UKIPO (United Kingdom)
- • CIPO (Canada)
- • IP Australia (Australia)
- • WIPO (International)
- • And many more...
Brand Registry enrollment step by step
You enroll in the Amazon Brand Registry through the Brand Registry portal, and the process usually takes 2-10 business days:
Open the Brand Registry portal
Go to brandservices.amazon.com and sign in with your Amazon seller account. If you don't have an account yet, first create a Seller or Vendor account.
Enter your brand information
Enter the exact brand name as it is registered with your trademark office. Select the trademark office and enter the registration number.
Provide product details
Select the product categories in which your brand is active. Upload images that show your brand on the products or packaging.
Complete verification
Amazon sends a verification code to the contact on file with the trademark office. Enter this code in the Brand Registry portal to complete the registration.
Use your activated access
After successful verification, you get immediate access to all Brand Registry tools and can use A+ Content, Sponsored Brands and other features.
Benefits of Brand Registry
The Amazon Brand Registry offers numerous benefits for brand owners:
🛡️ Brand protection
- • Proactive removal of counterfeits
- • Reporting of brand infringements
- • Control over product listings
- • Protection against listing hijacking
📝 Content tools
- • A+ Content / Enhanced Brand Content
- • Brand Story
- • Brand Store (your own storefront)
- • Product videos in listings
📢 Advertising formats
- • Sponsored Brands
- • Sponsored Brands Video
- • Sponsored Display
- • Amazon Posts
📊 Analytics & insights
- • Brand Analytics
- • Search Query Performance
- • Market Basket Analysis
- • Demographics Reports
Conversion uplift through Brand Registry:
According to Amazon, brands using A+ Content can increase their conversion rate by 3-10%. Sponsored Brands boost brand visibility by up to 50% compared to Sponsored Products campaigns alone.
Brand Registry tools & features
After enrollment, you gain access to a wide range of tools:
Brand Dashboard
A central overview of all Brand Registry features, brand health and key metrics. This is where you launch all actions related to your brand.
Report a Violation
Report brand infringements, counterfeit products or unauthorized use of your brand. Amazon reviews and removes violations usually within 24-48 hours.
Brand Analytics
Detailed insights into search terms, customer behavior and market trends. Analyze which keywords lead to your brand and how you compare to the competition.
A+ Content Manager
Create visually compelling product descriptions with images, comparison tables and modules. You can also use the A+ Content modules for maximum impact.
Manage Your Experiments
A/B tests for titles, images and A+ Content. Test different versions and find out which one converts best.
Virtual Bundles
Create virtual product bundles from your assortment without having to physically bundle anything. Ideal for cross-selling.
Brand protection programs
In addition to Brand Registry, Amazon offers extra programs for enhanced brand protection:
Amazon Transparency
A serialization program with unique codes on every product. Amazon scans the codes on arrival at the fulfillment center and automatically blocks counterfeits.
- • Unique codes per unit
- • Automatic authentication in the warehouse
- • Customers can verify codes via app
- • Free, only printing costs for the codes
Project Zero
An AI-powered program that proactively detects and removes counterfeits. Brands can remove violations themselves directly.
- • Automated counterfeit detection through AI
- • Self-service removal of violations
- • Product serialization as an option
- • Available by invitation only
Counterfeit Crimes Unit
Amazon's specialized team works with law enforcement agencies to take action against organized counterfeiting rings.
- • Collaboration with police and customs
- • Legal prosecution of counterfeiters
- • For serious, repeated violations
Amazon IP Accelerator
The Amazon IP Accelerator is a program for sellers who don't yet have a registered trademark but want to apply for one.
Benefits of the IP Accelerator:
- ✓Immediate access: Use Brand Registry benefits while your trademark application is still in progress (instead of waiting 6-12 months)
- ✓Vetted attorneys: A network of Amazon-vetted IP attorneys with transparent pricing
- ✓Accelerated process: A direct connection between attorney and Amazon
| Aspect | Without IP Accelerator | With IP Accelerator |
|---|---|---|
| Brand Registry access | After registration (6-12 months) | Immediately after application |
| Finding an attorney | On your own | Vetted network |
| Cost | Variable | Transparent, from ~$650 |
| A+ Content | After registration | Available immediately |
Frequently asked questions (FAQ)
Is the Amazon Brand Registry free?
Yes, registering and using Brand Registry is completely free. All you need is a registered trademark, for which fees apply at the trademark office (e.g. USPTO from $250, EUIPO from €850).
How long does the Brand Registry enrollment take?
Amazon's review typically takes 2-10 business days. Delays can occur if the verification with the trademark office takes longer or if documents are requested.
Can I use Brand Registry without a registered trademark?
No, a registered trademark is a requirement. Alternatively, you can use the Amazon IP Accelerator to gain access while your application is still in progress. A pending trademark application alone is not enough.
Does Brand Registry apply to all Amazon marketplaces?
Registration applies globally as a rule. You only need to register your brand once and can use it on all marketplaces where you sell (North America, Europe, Japan, etc.).
Do I need Brand Registry as a Vendor?
Vendors benefit from Brand Registry too. They get access to A+ Content, brand protection tools and Brand Analytics. Enrollment happens through the same portal.
What happens if my brand is rejected?
Amazon tells you the reason for the rejection. Common reasons include: the trademark is not actively registered, the wrong brand name, or missing images. You can correct the application and resubmit it.
Related terms
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