What is Amazon Brand Registry: Benefits, Process, and Tips for Success

Adam E. Wilkens


Have you ever worried about copycats diluting your brand’s reputation on Amazon? Or dreamt of wielding greater control over your product listings? The answer to both lies in the Amazon Brand Registry. This program offers a powerful shield against infringement and unlocks a treasure trove of benefits for brand owners. To unlock these advantages, you’ll need a registered trademark. This guide will not only demystify your Brand Registry on Amazon but also walk you through the process of registering a trademark, empowering you to take complete control of your brand’s presence on the Amazon marketplace.

What is Amazon Brand Registry?

Amazon Brand Registry is a program that helps brand owners protect their intellectual property and control their product listings on Amazon. It gives you tools to manage your brand, enhance your product listings, and prevent counterfeit products from being sold under your name. To join, you need a registered trademark.

Why Register Your Brand on Amazon?

Registering your brand on Amazon is crucial for several reasons:

1. Brand Protection: It helps protect your brand from counterfeiters and unauthorized sellers.

2. Enhanced Control: You gain greater control over your product listings, including the ability to update content, images, and product details.

3. Access to Tools: Enjoy access to tools like A+ Content, Amazon Stores, Sponsored Brand Ads, and Brand Analytics.

4. Increased Trust: Consumers are more likely to trust and purchase from registered brands, enhancing your credibility.

How to Register Your Brand on Amazon

Step 1: Verify Your Brand Ownership

To register for the Amazon Brand Registry, you must have a registered word (text only) or design (logo) mark from a verifiable domestic or international government-issued trademark office. Begin by logging into Seller Central and providing your brand’s details, including your registration number and trademark information.

Step 2: Submit Your Application

Submit your application through Amazon’s Brand Registry portal. Provide:

a) Basic company information

b) Trademark registration number

c) Brand name spelling

d) Categories and industries you operate in

e) Countries where you sell your products

Amazon will review your application and send an email to your trademark registrar. You’ll receive a code from them to verify the authenticity and ownership of the mark.

Step 3: Verify Your Trademark

After submitting your application, you will receive a verification code from your trademark registrar. Use this code to complete the registration process on Amazon. This step confirms your brand ownership and secures your brand rights within 24 hours.

Step 4: Sync Your Brand

Once your brand is verified, log back into the Brand Registry to assign roles within your organization. Sync your brand with your Vendor Central primary vendor code or Seller Central Merchant Token. This synchronization ensures that your brand is linked to your store and all associated ASINs.

Amazon Brand Registry Requirements

To be eligible for the Amazon Brand Registry, you need to meet certain requirements:

1. Registered Trademark: You must have a registered trademark in each country where you want to enroll. This can be either a word mark or a design mark (logo).

2. Government-Issued Registration Number: Provide the registration number issued by the trademark office.

3. Amazon Account: You must have an active Amazon account to enroll in the Brand Registry.

4. Brand Logo and Images: Ensure you have high-quality images of your brand logo and products.

5. Contact Information: You will need to provide contact details of the person or company who owns the trademark.

Leveraging Brand Registry Tools

Upon successful registration, you can access various tools designed to enhance your brand’s presence and performance on Amazon:

1. A+ Content: Enhance your product descriptions with rich text, images, and videos.

2. Sponsored Brand Ads: Create eye-catching ads to increase visibility and drive sales.

3. Amazon Stores: Build a dedicated store page to showcase your brand and products.

4. Brand Analytics: Gain insights into customer behavior, search performance, and market trends.

5. Content Protection: Monitor and report any intellectual property violations.

6. Trademark Violation Filing: Easily file claims against counterfeiters and unauthorized sellers.

7. Counterfeit Protections: Utilize tools like Amazon Transparency to prevent counterfeit products from being sold.

Additional Protections with Amazon Transparency

Amazon Transparency is an additional program designed to protect your brand from counterfeiters. By enrolling in Transparency, you can serialize each unit you manufacture with a unique barcode. This barcode ensures that only authentic products are shipped to customers, whether fulfilled by Amazon or shipped directly by you.

Final Thoughts

Amazon Brand Registry is a powerful program that offers numerous benefits to brand owners. By protecting your brand, enhancing your product listings, and providing access to valuable tools and insights, you can fully control your brand’s presence on Amazon. As an Amazon full-service consultant agency, we understand the importance of maintaining authenticity and can guide you in implementing Transparency to safeguard your brand’s reputation and customer trust.

Frequently Asked Questions

Why do I need a brand registry on Amazon?

Amazon Brand Registry is essential for protecting your brand against counterfeiters and unauthorized sellers. It provides greater control over your product listings, ensures the accuracy of your product information, and grants access to advanced tools like A+ Content, Brand Analytics, and Sponsored Brand Ads, enhancing your brand’s visibility and credibility.

What are the benefits of Amazon Brand Registry?

The benefits of Amazon Brand Registry include enhanced brand protection against counterfeiters and unauthorized sellers, greater control over product listings, access to premium tools like A+ Content and Brand Analytics, and increased credibility with consumers.

How much does Amazon Brand Registry cost?

Enrolling in the Amazon Brand Registry is free. However, you need to have a registered trademark, which can incur costs depending on your country and filing process. The cost of registering a trademark varies but typically includes application and legal fees if you hire a trademark attorney.

Can I list a product on Amazon without a brand registry?

Yes, you can list a product on Amazon without enrolling in the Brand Registry. However, doing so limits your control over your product listings and makes it harder to protect your brand from counterfeiters and unauthorized sellers. Brand Registry provides enhanced protection and additional tools to improve your product listings and marketing efforts.

What is the difference between a trademark and a brand registry?

A trademark is a legal designation that protects your brand’s name, logo, or other identifiers from being used by others without permission. It is granted by a government trademark office. Amazon Brand Registry, on the other hand, is a program offered by Amazon that provides additional protections and tools for brands that have registered trademarks. While a trademark gives you legal rights, Brand Registry offers practical tools to manage and protect your brand on the Amazon platform.