Amazon Brand Registry Guide: How to Enroll and Protect Your Brand

This Amazon Brand Registry guide explains what the program is, who can join, how to enroll step by step and how to use its tools once you are approved. It is written for private label sellers, small brands and manufacturers in any country who want to protect their brand on Amazon and get access to better listing and advertising features.

What is Amazon Brand Registry?

Amazon Brand Registry is a program for brand owners who have a trademark. Once your brand is enrolled, Amazon recognises you as the owner of that brand. That gives you two kinds of benefits:

• Protection: tools to find and report listings that infringe your trademark or other intellectual property, and more influence over the information shown on your branded product pages.
• Growth: access to brand-only features such as A+ Content, a Brand Store, Sponsored Brands ads and brand analytics reports.

Brand Registry does not replace a trademark. It is built on top of one. Without a trademark, you cannot enroll.

Who is eligible for Brand Registry?

Amazon’s main requirement is a trademark for your brand name from a trademark office that Amazon accepts. Key points to understand:

• Registered or pending: Amazon accepts registered trademarks, and in some countries it also accepts pending trademark applications. Check the current list of accepted offices and conditions on the official Brand Registry site.
• Word mark or logo with words: the trademark normally needs to contain your brand name as text, either as a word mark or as a design mark that includes the words. A logo with no words may not be accepted.
• Brand on the product: your brand name should appear on the product itself or on its packaging.
• Exact match: the brand name you enter should match the trademark exactly, including spelling.

Getting a trademark if you do not have one

You apply for a trademark through the national or regional trademark office where you want protection. Costs, timelines and rules differ by country, so check with that office or a qualified trademark attorney. Amazon also runs a program called IP Accelerator in several regions, which connects brands with participating law firms for trademark filing. In some cases, brands that file through it can get earlier access to Brand Registry while the application is pending. Check current availability for your region.

What to prepare before you apply

• Your trademark registration or application number and the trademark office that issued it.
• Access to the contact listed on the trademark record (often your attorney), because Amazon sends a verification code there.
• Your Seller Central or vendor login, so the enrollment links to your selling account.
• Clear photos of your product and packaging showing the brand name.
• The product categories you sell in and the countries where you manufacture and distribute.
• Your website or other sales channels, if you have them.

How to enroll in Amazon Brand Registry step by step

1. Go to the official Brand Registry site at brandservices.amazon.com and sign in with your Amazon selling account.
2. Choose to enroll a new brand and confirm you are the brand owner.
3. Enter brand details: brand name, trademark office and registration or application number.
4. Add product information: upload photos of branded products or packaging and select your product categories.
5. Select marketplaces: choose the Amazon stores where you want the brand enrolled.
6. Add distribution details: where you manufacture and how you sell.
7. Submit the application.
8. Pass verification: Amazon sends a code to the contact on your trademark record. Ask that person to send it to you, then enter it in your case to confirm you own the trademark.

The time to approval varies. It is usually faster when your details match the trademark record exactly and the verification code is returned quickly. Watch your email and the case log for any request for more information.

Key Brand Registry features and tools

Protection tools

• Report a Violation: search for listings that may infringe your trademark, copyright or design and report them with evidence.
• Automated protections: Amazon uses the information you provide to help find and remove suspected infringing listings.
• Project Zero and Transparency: additional anti-counterfeit programs with their own eligibility rules and, for Transparency, per-unit codes. They are not included automatically.

Listing and marketing tools

• A+ Content: richer product descriptions with images and comparison modules.
• Brand Story: a section that introduces your brand on product pages.
• Brand Store: a multi-page store for your brand on Amazon.
• Sponsored Brands and Sponsored Display: advertising formats that usually need Brand Registry.
• Brand analytics: reports that show search terms and customer behaviour.
• Manage Experiments: test versions of some content, such as titles or images, to see which performs better.
• Amazon Vine: in some marketplaces, a program where invited reviewers receive products and leave honest reviews.

Features and eligibility differ by marketplace and change over time, so check what is available in your account.

Using Brand Registry well after approval

• Clean up your listings first: correct titles, bullets and images, then add A+ Content. My Amazon listing optimization guide covers the basics, and my keyword research guide helps you choose the right words.
• Check your brand regularly: search your brand name on Amazon every week or two and look for copycat or incorrect listings.
• Report only real violations: Brand Registry is for intellectual property issues. Do not use it to remove legitimate resellers of genuine products just because you do not like the competition. False reports can lead to action against your own account.
• Keep good records: save case IDs, screenshots and test purchases if you suspect counterfeits.
• Add team members carefully: give each person only the access they need.
• Build your brand outside Amazon too: your own website and social media support the brand. See my Shopify beginner guide and Facebook Ads beginner guide if you are starting there.

Common Brand Registry problems and how to fix them

• Brand name does not match the trademark: correct the spelling and spacing so they match exactly, then reapply.
• Verification code not received: contact the person listed on the trademark record and ask them to check their inbox and spam folder.
• Trademark office not accepted: check Amazon’s list of accepted offices. You may need a trademark from a different office.
• Logo-only trademark rejected: you may need a word mark or a design mark that includes the brand name.
• Your listing edits are overwritten: check that your brand is correctly linked to the listing and contact Brand Registry support through your account.

Amazon Brand Registry checklist

• Trademark registered or applied for with an accepted office.
• Brand name matches the trademark exactly.
• Brand name visible on the product or packaging.
• Photos of branded products ready.
• Access to the trademark contact for the verification code.
• Application submitted and case log monitored.
• Listings updated and A+ Content planned after approval.
• Regular brand checks and records of any reports.

Frequently asked questions

Does Amazon charge for Brand Registry?

Amazon does not charge a fee to enroll in Brand Registry itself at the time of writing. Getting a trademark does cost money through your trademark office or attorney, and some related programs have their own fees. Check the official site for current details.

Can I enroll with a pending trademark?

In some countries, yes. Amazon accepts pending applications from certain trademark offices, and IP Accelerator can help in some regions. The rules change, so confirm on the official Brand Registry site.

Will Brand Registry remove other sellers from my listing?

No, not automatically. Brand Registry helps you act against infringement and counterfeits. Resellers of genuine products are generally allowed to sell them, so focus your reports on real intellectual property violations.

Do I need a trademark in every country where I sell?

Not always for enrollment, because one accepted trademark can support enrollment in several Amazon stores. For legal protection, though, trademarks are usually territorial, so ask a trademark attorney where you need coverage.

Conclusion: protect your brand early

Amazon Brand Registry is one of the most valuable steps a brand owner can take on Amazon. Start the trademark process early, make sure every detail matches, and use the tools once you are approved: protect your listings, improve your content and unlock brand advertising. Treat it as the base layer of a brand you plan to grow for years.