Key Highlights
- Amazon Brand Registry is designed to protect your intellectual property, prevent counterfeit listings, and give you control over how your brand appears on the platform
- To enroll, your brand must have a registered or pending trademark filed through an approved IP office, such as the USPTO or via Amazon’s IP Accelerator
- You’ll need high-quality images showing your brand name or logo permanently affixed to your product or packaging—not just stickers or temporary labels
- Start by creating or logging into a Seller or Vendor Central account, then access the Brand Registry portal to begin the application
- The enrollment process involves submitting your brand name, trademark number, logo, and images, and specifying your product categories and distribution channels
- Amazon will verify your trademark ownership by contacting the trademark office and sending a code to the listed contact; timely response is critical
- Once approved, you unlock tools like A+ Content, Amazon Stores, Brand Analytics, and the Vine Program to enhance listings and grow sales
E-commerce is reshaping retail, and Amazon is a dominant platform for growth. But to stand out and stay protected, brand owners need more than visibility—they need strategy and brand protection. Amazon Brand Registry offers powerful tools to safeguard and elevate your brand. This guide covers everything you need to know to register, navigate key features, and avoid common pitfalls for brand success.
What is Amazon Brand Registry?
A program designed to help brand owners protect their intellectual property and manage product listings on Amazon. It gives access to tools that prevent counterfeit listings, improve content accuracy, and enhance brand visibility and enhance brand protection. To enroll, brands must have a registered trademark
Key Benefits
Here are some benefits of brand registry on Amazon you need to know about.
1. Enhanced control over product listings
Gives brand owners authority over how their products are displayed, including titles, images, and descriptions.
2. Access to A+ Content and Amazon Stores
Allows brands to create A+ content and build a customized storefront on Amazon.
3. Protection against counterfeit listings
Helps detect and remove counterfeit or infringing products using Amazon’s automated tools and reporting systems.
4. Access to advanced brand analytics tools
Provides data on customer behavior, search terms, and performance metrics to help improve listings and drive sales.
Eligibility Requirements
Before enrolling in Amazon Brand Registry, ensure your brand has a registered or pending trademark from an approved IP office. Understanding these requirements upfront streamlines the process. Here’s what you need to know.
1. Trademark Requirements
To qualify for Amazon Brand Registry, your brand must have an active registered trademark or a pending application submitted through Amazon IP Accelerator.
The trademark can be either text-based (word mark) or image-based with text (design mark). It must be issued by a recognized trademark office in one of Amazon’s accepted countries.
2. Brand Representation
Your brand name or logo must be clearly and permanently affixed to your products or their packaging. This ensures your brand is easily identifiable and aligns with Amazon’s authenticity standards.
3. Ownership Verification
You must be the legal owner of the trademark or an authorized agent acting on the brand owner’s behalf. During the registration process, Amazon will verify your connection to the trademark to ensure legitimacy and prevent fraudulent claims.
Step-by-Step Guide to Registering Your Brand
Once your brand meets the eligibility criteria, you can begin the Amazon Brand Registry process. Follow the step-by-step guide below to ensure a smooth registration.
Step 1: Gather Required Documentation
The registration process can move quickly if you have all the necessary documentation ready. Here’s exactly what you’ll need:
Trademark Registration or Application Number
Your brand must have a registered trademark or a pending application through Amazon IP Accelerator. The trademark must be issued by an approved government trademark office (e.g., USPTO for the U.S., EUIPO for the EU). It should be either:
- A word mark (text-based), or
- A design mark (logo/image that includes text).
Note: Plain image marks without text are not accepted.
High-Resolution Brand Logo
Upload the official logo you use for your brand, matching the trademark exactly. Acceptable formats include PNG, JPEG, and TIFF. This logo will be visible on your Amazon Store and A+ Content, so quality matters.
Photographs of Branded Products or Packaging
Amazon requires clear, color photographs that show the brand name or logo permanently affixed to either:
- The physical product (e.g., label, engraving, embossing), or
- The product packaging (e.g., printed boxes, wrappers).
Temporary labels or stickers are not accepted. This demonstrates that your brand is in active use and prevents fraudulent enrollments.
Step 2: Create or Access Your Amazon Account
You’ll need an Amazon Business account to access Brand Registry:
If you're already a seller or vendor:
Log in to Amazon Seller Central or Vendor Central with your existing credentials.
If you're new to Amazon:
Sign up for a Seller Central account. A Professional selling plan (monthly fee) is recommended but not required for Brand Registry.
Once logged in, visit the Amazon Brand Registry Portal at brandservices.amazon.com. Click “Enroll a New Brand” to begin the registration process.
Step 3: Enroll Your Brand
Brand Name:
Enter the brand name exactly as it appears in your trademark registration. It must match character for character—no abbreviations or modifications.
Trademark Details:
Provide your trademark registration number and the office that issued it. This is the official trademark number and not the application number. If you have a pending trademark, it should be filed through the Amazon IP Accelerator program.
Logo Upload:
Upload the official version of your logo, ensuring that it matches your registered trademark.
Product and Packaging Images:
Upload high-quality photos of your products showing the brand name/logo clearly printed or affixed to them. Make sure the logo is permanent and not a sticker or temporary label.
Categories and Sales Information:
You’ll need to select product categories that apply to your brand (e.g., electronics, fashion, home goods). Additionally, you’ll provide information about how your products are manufactured and distributed. This ensures that your brand is accurately categorized on Amazon.
Step 4: Verification Process
- Amazon contacts the trademark office to verify ownership.
- A verification code is sent to the registered contact, which must be provided to Amazon.
Step 5: Approval and Access
Once Amazon confirms your trademark ownership, your application will be approved. You will receive an email confirming your enrollment in the Amazon Brand Registry. With approval, you’ll gain full access to a suite of powerful tools designed to help protect and grow your brand, such as:
- A+ Content Manager for enhanced product descriptions
- Amazon Stores to create a custom-branded storefront
- Brand Analytics Dashboard to track key metrics
- Counterfeit Reporting Tools like Report a Violation and Transparency
- Advanced Advertising options, including Sponsored Brands
With these tools, you can safeguard your brand, elevate your presence on Amazon, and gain insights that drive your business forward.
Leveraging Amazon Brand Registry Tools
Once registered, your brand unlocks Amazon’s full suite of Brand Registry tools—designed to protect your IP, elevate the shopping experience, and drive sales.
1. A+ Content
Brands using A+ Content see conversion rates increase by up to 8%. (Source). A+ Content lets you enhance product listings with rich media like images, charts, and detailed descriptions. It helps tell your brand’s story and boosts engagement by making listings more informative and visually appealing. Need help creating high-converting modules? Explore our A+ content design services to elevate your listings with custom visuals and storytelling.
2. Amazon Stores
Shoppers who visit an Amazon Store are 83% more likely to convert. (source). Amazon Stores provide a customizable, multi-page storefront to showcase your products and brand story. It creates a professional, branded shopping experience that drives traffic and builds recognition.
3. Brand Analytics
75% of brand owners say Brand Analytics helps them make more informed decisions. (source). Brand Analytics gives you insights into customer behavior, search trends, and sales performance—helping you make smarter marketing and product decisions.
4. Amazon Vine Program
The Amazon Vine Program invites trusted reviewers to provide honest feedback, boosting trust and product visibility. It’s especially beneficial for new products, offering authentic reviews from credible sources.
Common Challenges and Solutions
Registering a brand on Amazon has its challenges, but with the right knowledge and preparation, they can be overcome. This section highlights common issues during the Brand Registry process and how to address them.
1. Trademark Issues
Ensure your brand name matches the trademark exactly, including punctuation and capitalization. If they don’t align, your application may be rejected.
Solution: Ensure your brand name matches your trademark exactly, including punctuation and capitalization, to avoid rejection.
2. Image Requirements
Products with professional images are 3.5x more likely to convert (Source). Amazon requires high-quality, clear images that show the brand logo permanently affixed to the product, not on temporary labels or stickers.
Solution: Use high-resolution images that clearly show the brand logo permanently affixed to the product or packaging, avoiding temporary labels or stickers.
3. Verification Delays
Verification delays can occur due to incorrect or missing trademark details.
Solution: Respond promptly to verification requests and ensure your trademark information is accurate from the start.
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Conclusion
Enrolling in Amazon Brand Registry offers significant benefits, including enhanced IP protection, improved listing accuracy, and access to growth tools. By preparing properly and following a clear process, the registration becomes a smooth experience.
Overcoming common hurdles unlocks powerful features like A+ Content and Brand Analytics, boosting visibility, building trust, and setting your brand up for growth. For any brand owner looking to lead on Amazon, Brand Registry is not just an option — it’s a necessity. Take proactive steps now to protect and elevate your brand
Frequently Asked Questions
Is there a cost to register a brand on Amazon?
No, there is no cost associated with registering your brand on Amazon through the Amazon Brand Registry, but trademark registration may incur fees.. Once enrolled, you get free access to all the available tools and services offered by the program.
Can I register a brand without a trademark?
No, a registered or pending trademark is a mandatory eligibility requirement to enroll in Amazon’s Brand Registry. If you don’t have a trademark, you may consider using Amazon’s IP Accelerator to help with the trademark process.
How long does the registration process take?
Although the duration varies, typically, the process takes 7 to 14 days, depending on verification. Factors such as discrepancies in provided details or having a pending trademark registration can contribute to an extended time frame for approval.
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