Amazon Brand Registry: What It Is, Benefits, and How to Enroll in 2026

## What Amazon Brand Registry Is

Amazon Brand Registry is a program that gives brand owners enhanced tools to protect their intellectual property and manage their listings on Amazon. To enroll, you need an active, registered trademark in the country where you want protection. Pending trademark applications are accepted in some regions (the US, EU, Japan, and others) through Amazon's IP Accelerator program.

## Core Benefits of Brand Registry

A+ Content (Enhanced Brand Content): Replace the standard product description with rich media content -- comparison charts, lifestyle images, custom layouts. A+ Content consistently improves conversion rates, with Amazon reporting up to 8% higher sales. Brand Store: A multi-page storefront on Amazon exclusively for your brand. Drives traffic from Sponsored Brands ads, and from customers who click your brand name. Sponsored Brands ads: The banner ads that appear above search results, featuring your logo and multiple products. Only available to Brand Registry members. Amazon Attribution: Track traffic from off-Amazon sources (Google Ads, email, social media) to your Amazon listings.

## IP Protection Tools

The primary protection benefit: you can report trademark infringement directly through Brand Registry's Report a Violation tool, and Amazon acts on these reports much faster than standard seller complaints. You can also use the Counterfeit Crimes Unit for systematic counterfeiting issues. Brand Registry does not automatically remove all unauthorized sellers -- it gives you the tools to act faster and more effectively than without it.

## How to Enroll

Go to brandservices.amazon.com. Enter your registered trademark number, the trademark office (USPTO, EUIPO, etc.), and the mark type (word mark or design mark). Amazon verifies with the trademark office. Verification typically takes 2-10 business days. Once enrolled, access Brand Registry tools from Seller Central under 'Brands.'

## What Brand Registry Does Not Protect Against

Brand Registry does not prevent other sellers from listing their products on your listing's detail page if they have the same product (this is Amazon's marketplace model). To prevent unauthorized sellers entirely, consider an Amazon Transparency enrollment (per-unit serialization codes) or Project Zero (self-service counterfeit removal with automated protection).