2026-06-09 · 6 min
Amazon Brand Registry: What It Is and Why Sellers Need It
Amazon Brand Registry gives brand owners powerful tools to protect their listings and improve their presence. Here is what it unlocks and how to enroll.
What Amazon Brand Registry Is
Amazon Brand Registry is a program that grants brand owners additional tools and protections within Amazon's marketplace. It is separate from your seller account and requires a registered trademark. Once enrolled, you get access to features unavailable to ordinary sellers, including A+ Content, Brand Analytics, Sponsored Brand ads, and the Brand Dashboard.
The Trademark Requirement
To enroll, you need an active registered trademark in the country you are enrolling in. Pending trademarks are not accepted in most markets. The trademark must cover the goods you sell on Amazon and be registered with a national trademark office (USPTO for the US, EUIPO for the EU, etc.). Processing time for a new trademark application is typically 6 to 12 months, so this is not a quick prerequisite.
Key Benefits After Enrollment
A+ Content: replace your plain text product description with rich modules including comparison charts, lifestyle images, and formatted text blocks. Most brand-registered sellers report a 3 to 10% increase in conversion rate after adding A+ Content. Sponsored Brand ads: headline ads with your logo that appear at the top of search results. These are only available to Brand Registry members. Brand Analytics: access to search term data, demographic reports, and market basket analysis that regular sellers cannot see.
Brand Protection Tools
The most underused benefit: Report a Violation (formerly called Project Zero). You can report counterfeit listings, incorrect product information, and unauthorized use of your brand name. Amazon's automated brand protection tools scan listings proactively and remove infringing content before you have to report it manually.
How to Enroll
Navigate to brandregistry.amazon.com. Log in with your Amazon account. Enter your brand name exactly as it appears on your trademark, your trademark registration number, and the trademark office where it is registered. Add product images and a list of ASINs. Amazon reviews applications within a few days. Once approved, the registry benefits activate immediately.